Digital strategy planning

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Lecture on digital media and how to plan a digital strategy for MA Advertising class, Nottingham Trent University, March 2012.

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  • May use all but prioritise 2/3
  • User persona exercise
  • Worksheet 2: Post (on own)
  • Worksheet 3 exercise
  • Worksheet 4: business planning
  • Digital strategy planning

    1. 1. Nottingham Trent UniversityPlanning Your Digital Strategy workshop 8 March 2012 th
    2. 2. 10-1pm1. Why have a digital strategy?2. What is a digital strategy? The six forces3. The digital opportunity: current and future trends4. Introduction to digital strategy planning5. Integrating digital with your business plan6. Measuring success: ROI and Analytics
    3. 3. Why a digital strategy?
    4. 4. Strategy before tactics is equivalent to diving into apool before looking to see if there is water let alonethe depth to handle such.Aaron Kahlow Online Marketing Connect
    5. 5. Strategy without tactics is the slowest route to victory.Tactics without strategy is the noise before defeat.
    6. 6. Your website is NOT a digital strategy
    7. 7. Social media content
    8. 8. Social media content: priorities
    9. 9. Social media content: priorities Thought leadershipContent production Active listening
    10. 10. We haz an iPad strategy?
    11. 11. Old media: lean back
    12. 12. New media – lean forward
    13. 13. Changing the game“When we change how we communicate, we change society.” Clay Shirky,Here Comes Everybody
    14. 14. Old media: New media
    15. 15. From direct to personalised marketing David Wilcox, The Social Reporter
    16. 16. How are you finding it so far?
    17. 17. What is a digital strategy?
    18. 18. The six pillars of your digital strategy Internal Communications Productivity/ Promotion Product Marketing development Your Digital Strategy Customer Transaction service Marketing Digital Engagement
    19. 19. Digital strategy case studiesInternal Communications:Creation Interactive, Creative Nottingham, BTPromotion Marketing: Howies, Wiggly WigglersTransaction marketing: Portero fashionDigital Engagement: Johnson & JohnsonCustomer service: DellProductivity/Product development:Sales Force, Lego Users Group Network, Turbo Tax
    20. 20. The digital opportunity:Current and future trends
    21. 21. Image Access over ownership
    22. 22. Rise of the digital native Born after 1980 20,000 hours online by age 20 93% of 12-29 years olds online 73% use social networks
    23. 23. Prosumer (Consumer as producer)
    24. 24. People Power
    25. 25. Source: Altimeter
    26. 26. ComparingDigital Nativeswith SilverSurfersForrester: 2009
    27. 27. Signal to noise ratio
    28. 28. GlobalisationPhoto
    29. 29. The adoption curve
    30. 30. Digital marketing adoption E-commerce Social marketing Email marketing Web 2.0 Web accessibility Rich media content Online support Search marketing Mobile apps Pervasive computing Website Cloud computing E-BrochureAugment & Prosumersvirtual reality3D
    31. 31. “Your product will only survive in a crowded marketplace ifyou stop advertising and start innovating. The old ways ofmarketing are dead – and being safe is now risky” Seth Godin, Purple Cow
    32. 32. Web 1.0
    33. 33. Marta Strikland
    34. 34. Virtual reality: gaming
    35. 35. The mobile web
    36. 36. Location, Location, Location
    37. 37. Third Spaces
    38. 38. The three types of e-marketing1. Transactional E-Commerce Direct marketing2. Promotional Online content Viral marketing Email marketing Brand sponsored media• Conversational Digital engagement Social networking Web 2.0/ shared data,/bookmarking User-generated content
    39. 39. The three types of e-marketing1. Transactional E-Commerce Direct marketing2. Promotional Online content Social Viral marketing Email marketing Brand sponsored media• Conversational Media Digital engagement Social networking Web 2.0/ shared data,/bookmarking User-generated content
    40. 40. How does social media marketing work? 100 passionate users 1000 true fans
    41. 41. Social media speeds up the sales funnel
    42. 42. From direct to personalised marketing David Wilcox, The Social Reporter
    43. 43. Social media accounts for 1/6 of time online
    44. 44. Public is the new default“People have really gottencomfortable not only sharing moreinformation and different kinds, butmore openly and with more people.That social norm is just somethingthat has evolved over time.”
    45. 45. Public is the new defaultMark Kuckerberg, Facebook Founder (26)
    46. 46. Your customers on social media
    47. 47. Social networks are thespokes of your web hub Your Website
    48. 48. Sentiment analysis Social Mention
    49. 49. Advertising and searchSocial media andvideo appears inGoogle main searchresults(search: HikingWayne Rooney)
    50. 50. Digital advertising growth
    51. 51. Navigating the data overloadTastemakers
    52. 52. Navigating the data overloadTastemakers Gatekeepers
    53. 53. Navigating the data overload Tastemakers Gatekeepers Curators
    54. 54. Don’t forget the knittingEmail marketing & word of mouth
    55. 55. Delighting your customers Seth Godin:Circles of influence
    56. 56. User personaUzma, 35Working mother from LeicesterInternet access: evenings via laptopOnline locations: Facebook,Netmums, iVillageUser preferences: email offers,printable vouchers, sharing photos,casual gamesWebsite services: home deliverybooking, opening times of stores
    57. 57. Exercise: Defining user personasBlueberry Mobile phonesPhone handsets and special datapackages to two target audiences:ABC1 20 – 30 year old personal users,female biasBusiness users 40-50, male bias(skewed to small businessses inknowledge sectors)
    58. 58. User persona: personal userName:Age:Occupation:How/where they access web:Social networks:Needs from website:Pre-purchase (sales marketing):After sale (relationshipmarketing):
    59. 59. User persona: business userName:Age:Occupation:How/where they access web:Social networks:Needs from website:Pre-purchase (sales marketing):After sale (relationshipmarketing):
    60. 60. 12-1pm1. Introduction to digital strategy planning• Integrating digital with your business plan• Measuring success: ROI and Analytics4. Creating your action plan
    61. 61. Strategies: POST (external) People Objectives Strategies: POST (external) Strategy People Technology
    62. 62. Strategies: POST (internal)
    63. 63. Strategies: SEAT
    64. 64. The 5 Cs of online marketing
    65. 65. Developing an emergent strategy
    66. 66. Digital strategy planning process Phase 2: Phase 1: Landscape Testing & planning Review Phase 3: Phase 4: Implementation Measurement & review
    67. 67. The strategy planning process
    68. 68. Phase 1: Landscape review
    69. 69. Phase 2: Testing and Planning
    70. 70. Phase 3: ImplementationPhase 4: Measurement and review
    71. 71. Digital strategy: key considerations?Who?Time?Resources?Goals?Success measures?Who’s accountable?
    72. 72. Digital strategy forE-Gecko & E-Partyz
    73. 73. Integrating online activity with your business plan
    74. 74. What’s your online value proposition?
    75. 75. Measuring your returns
    76. 76. Return on investment (direct marketing) Digital Customer activity End sale interaction•Metrics: Website traffic(paid/organic search, social media) On site conversion Size of network (email, followers, unique users)
    77. 77. Return on engagement (relationship marketing) Reduced cost/ Conversation interaction Increased sale•Metrics: Website traffic from other sites/social networks Quality of network (relevancy and influence)Volume and percentage of network interaction
    78. 78. Introduction to Analytics www.google.com/analytics/
    79. 79. Thank youSusi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneillemail: susi@digitalconsultant.co.ukTel: 07981 222799
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