CNMC: Digital Strategy and Why You Need One

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Patrick Padley shares his expertise, industry insight and how you can adapt the strategies used by major brands for your Catholic organization. You can learn more at: http://www.patrickpadley.com

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  • Founded in 1999 in Overland Park, KS100+ associates, strategists, designers and developersSignificant work across a number of verticalsCommunity involvement is a core value
  • EmailExactTarget Platinum PartnerMore than 1 billion sends annuallyOnly two-time ET Partner of the YearHolder of all available ExactTarget certificationsGlobal program management expertise EcommerceMagento Gold PartnerMagento Top Ten “Fast and Emerging Partners” for 2011ERP integration specialistBig brand/big project expertise Social MediaIntegrated strategyMonitoring and analysisCommunity management Enterprise CollaborationSharePoint/Microsoft Gold PartnerIntranets/ExtranetsCollaboration strategies  Web Content ManagementStrategy and analysisSite management platform selection and implementationUser Experience design MobileMulti-platform application developmentDevice experience optimizationStrategy development
  • It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
  • To some extent the Catholic Church has been looked at like a fast food chain. It’s been institutionalized. People tithe so that they have access to their services.
  • Society is trained to expect these three thingsWith 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
  • Answer: Use the same tools/techniques that modern brands use. i.e. Starbucks or McDonalds
  • It’s one part of the spectrum of digital communication.
  • It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
  • It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
  • With 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
  • With 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
  • [twitter] How companies learn your secrets: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html [/twitter]
  • Answer: Use the same tools/techniques that modern brands use. i.e. Starbucks or McDonalds
  • Average person has 130 friends(8,000 >> 1,000,000)250 million photos are uploaded everyday.
  • CNMC: Digital Strategy and Why You Need One

    1. 1. DIGITALSTRATEGY & why you need one. #CNMC12 By @ppadley www.PatrickPadley.com
    2. 2. PAT PADLEY• Digital Strategist at DEG – Kansas City• KC Ad council member, SQPN podcaster and board member.• Leads/executed/advised digital efforts for Lee Jeans, Rockport, Timberland, Hallmark and Bushnell #CNMC12 @ppadley www.patrickpadley.com
    3. 3. WE ARE DEG • Founded in 1999 in Overland Park, KS • 100+ associates, strategists, designers and developers • Significant work across a number of verticals • Community involvement is a core value #CNMC12 @ppadley www.patrickpadley.com
    4. 4. WHAT WE DO #CNMC12 @ppadley www.patrickpadley.com
    5. 5. Digital by the numbers #CNMC12 @ppadley www.patrickpadley.com
    6. 6. YOUTUBE IS #2• YouTube is now the second most used search engine in the world.• Over 4 billion hours of video are watched each month on YouTube http://www.youtube.com/t/press_statistics #CNMC12 @ppadley www.patrickpadley.com
    7. 7. 955 MILLION …active users on Facebook.• More than 50% of its active users log on to Facebook every day.• The average user has 130 friends.• More than 543 million active users access Facebook through their mobile devices. www.facebook.com/press #CNMC12 @ppadley www.patrickpadley.com
    8. 8. 400 MILLION …tweets per day.• Every day, the world writes more than the equivalent of a 10 million-page book in Tweets or 8,163 copies of Leo Tolstoy‟s War and Peace. http://blog.twitter.com #CNMC12 @ppadley www.patrickpadley.com
    9. 9. #CNMC12 @ppadleywww.patrickpadley.com
    10. 10. Customer Journey is Evolving• How do we use disruptive technology to get closer to customers, to improve relationships and enhance experiences?• Expectations and Personalization• Mediums and Channels• More Sources of Influence confidential and proprietary
    11. 11. #CNMC12 @ppadleywww.patrickpadley.com
    12. 12. "Your website isnta destination. Getover yourself.”(you need a digital strategy) #CNMC12 @ppadley www.patrickpadley.com
    13. 13. TODAY’S OBJECTIVES• Educate and provide perspective.• Help you understand how why your digital marketing efforts are important.• Provide you with specific, actionable tips and techniques, that you can go do now. #CNMC12 @ppadley www.patrickpadley.com
    14. 14. Church Marketing How does Christianity fit in to a consumer oriented society? #CNMC12 @ppadley www.patrickpadley.com
    15. 15. Hedonism“If it feels good, do it.” #CNMC12 @ppadley www.patrickpadley.com
    16. 16. Minimalism“What‟s the least I cando to get to heaven?” #CNMC12 @ppadley www.patrickpadley.com
    17. 17. Individualism“What‟s in it for me?” #CNMC12 @ppadley www.patrickpadley.com
    18. 18. #CNMC12 @ppadleywww.patrickpadley.com
    19. 19. The Disconnect It‟s not the message. It‟s the delivery. #CNMC12 @ppadley www.patrickpadley.com
    20. 20. How do we breakthrough the clutter? #CNMC12 @ppadley www.patrickpadley.com
    21. 21. The Vatican Diocese/Archdiocese Churches and Parishes #CNMC12 @ppadley www.patrickpadley.com
    22. 22. We should not settle foranything different thana fortune 500 brand? #CNMC12 @ppadley www.patrickpadley.com
    23. 23. Is social media theanswer? #CNMC12 @ppadley www.patrickpadley.com
    24. 24. SOCIAL MEDIA isn’t replacing anything.• Social is not a strategy• It should be “with” not “instead of”.• Can extend and facilitate and, but it does not replace. #CNMC12 @ppadley www.patrickpadley.com
    25. 25. INTEGRATEDMARKETINGAPPROACH #CNMC12 @ppadley www.patrickpadley.com
    26. 26. INTEGRATED APPROACHAll channels support each other:• Website• Email• Search• Social• Mobile• Direct Mail• Print• PR/Events #CNMC12 @ppadley www.patrickpadley.com
    27. 27. 1.Objectives2.Strategy3.Tactics #CNMC12 @ppadley www.patrickpadley.com
    28. 28. Objective*What are we trying toaccomplish?*(must be measureable) #CNMC12 @ppadley www.patrickpadley.com
    29. 29. StrategyA B #CNMC12 @ppadley www.patrickpadley.com
    30. 30. Tactics• How we get this accomplished.(the details) #CNMC12 @ppadley www.patrickpadley.com
    31. 31. CASE STUDY #CNMC12 @ppadley www.patrickpadley.com
    32. 32. #CNMC12 @ppadleywww.patrickpadley.com
    33. 33. #CNMC12 @ppadleywww.patrickpadley.com
    34. 34. #CNMC12 @ppadleywww.patrickpadley.com
    35. 35. Use the sametools/techniques thatmodern brands use. #CNMC12 @ppadley www.patrickpadley.com
    36. 36. Tactics + Tips #CNMC12 @ppadley www.patrickpadley.com
    37. 37. EMAIL TACTICS• If you don‟t have an email list, start one.• Send emails based on segments. – Location – Parish activities – Interest #CNMC12 @ppadley www.patrickpadley.com
    38. 38. EMAIL TACTICS• “Value Add” – objective, educational information• 1-click sign-up field on every page of your website.• Prominent „Share with a Friend‟ buttons.• Optimize email for mobile. #CNMC12 @ppadley www.patrickpadley.com
    39. 39. EMAIL TACTICS Facebook Sweepstakes or Sign-Up Paid Search Promotions Copy Online Co- Email Registration Append Post- Lead purchase Generation acquisition Refine Email websiteCollection List Event Collection Growth #CNMC12 @ppadley www.patrickpadley.com
    40. 40. #CNMC12 @ppadleywww.patrickpadley.com
    41. 41. SEARCH• Pay Per Click• Search Engine Optimization – PPC vs. SEO (“pay” vs. “pray”) #CNMC12 @ppadley www.patrickpadley.com
    42. 42. Paid ListingsOrganic Search
    43. 43. SEARCH #CNMC12 @ppadley www.patrickpadley.com
    44. 44. FACEBOOK TACTICS• The average Facebook page reaches less than 8% of their fans daily.• Most fans interact with your page in the “feed”• Brand your page. #CNMC12 @ppadley www.patrickpadley.com
    45. 45. #CNMC12 @ppadleywww.patrickpadley.com
    46. 46. UNDERSTANDINGFEEDS vs. #CNMC12 @ppadley www.patrickpadley.com
    47. 47. FACEBOOK TACTICS Facebook Engagement Facebook ADS Intranet / Out Collect of Office Dedicated Sweepstakes or Promotions Email Campaigns Traditional Ecommerce Media URL References references Facebook“Give to Get” Event Contesting “Like” Sign-Ups Growth #CNMC12 @ppadley www.patrickpadley.com
    48. 48. 4:1 RULE It‟s not about you. “If you build it, they won‟t come.” Follow the 4:1 RuleFor every ONE social object (piece of content) that isabout you, there needs to be FOUR social objects that are:• informative• inspirational• entertaining• engaging• re(marketable)• promote others #CNMC12 @ppadley www.patrickpadley.com
    49. 49. TWITTER• Twitter is like gigantic gushing stream or river of many things…• Your followers will not see everything you post. The more you Tweet, your chance of being “noticed” in the huge river of Tweets increases.• @replies are the “email” of Twitter• Time of day DOES matter.• Use scheduling tools if you can. #CNMC12 @ppadley www.patrickpadley.com
    50. 50. TWITTER• Stop talking about yourself.• Search for and use local #hashtags• Respond to check-ins• Share the love >> ReTweet #CNMC12 @ppadley www.patrickpadley.com
    51. 51. #CNMC12 @ppadleywww.patrickpadley.com
    52. 52. WHY MOBILE• Mobile devices are accessible to consumers of all income levels ($30 mobile phone vs. $1500 laptop)• Smart phones make the Web available everywhere, and anytime• Think “mobile first”• Mobile is location-aware almost 100% of the time #CNMC12 @ppadley www.patrickpadley.com
    53. 53. HOW TO GET IT DONE• Use internal resources• Talk to your diocese communication director• Utilize outside resources for guidance, education & thought leadership – Find an agency that will teach you how to fish #CNMC12 @ppadley www.patrickpadley.com
    54. 54. DIGITALSTRATEGY & why you need one. #CNMC12Questions? By @ppadley www.PatrickPadley.com

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