IIN Digital Strategy presentation Feb 2013 slideshare

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Edited version outlining digital strategy and key drivers for change

Edited version outlining digital strategy and key drivers for change

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  • The last point is the focus of James’ presentation to follow.
  • Take as an example the ICAA Business Forum campaign Create campaign microsite, promoted through many digital channels (and brochure/some paid advertising)
  • - G+ offers additional functionality (vs FB/LinkedIn) such as Hangouts and Circles

Transcript

  • 1. Connecting with membersacross digital channelsPresented to IIN ConferenceBy Tim Nicholas, Marketing Services Mgr, ICAA19 Feb 2013
  • 2. Digital trendsAgenda1. Trends2. Synchronisation3. Dynamic content4. 3 screens5. Future
  • 3. Trends- Digital becoming lead channel for all communications with members- Many digital „touchpoints‟- More coordination and synchronisation than ever before- Need to harness “earned, owned and paid” media- Rise of mobile/tablets- Search and social media key planks of digital strategy- Analytics & reporting essential to unravel/understand „big data‟
  • 4. Synchronising digital channelsAnalyticsExternalSEOTechnicalBriefMessageKey-wordsSearchtermsMetadataSEMSitecoreAnalyticsGoogleAnalyticsOnlineadvtgEmailcontentTractionWebsiteContentAppsLinksHash tagSM planmyComm:blog/forumTW / FB /L-IN / YT /G+ / etcTagsShortURL
  • 5. Example: Business Forum• Digital channels promoted in brochure >• Align vanity/short URL and Twitter hash tag >businessforum.com.au | charteredaccountants.com.au/BusinessForum | #BusinessForum• Research/optimise meta data (title/description/keywords) in web page >• Include keywords in blogs, tweets, YouTube clips (tags)• Use LinkedIn „Companies / Products‟ functionality• Encourage staff/connections to „Recommend‟
  • 6. Example: Business ForumDigital channels Destination(eg microsite)User actions
  • 7. Digital channel synchronisationSUMMARY• Optimise the quantity and quality of „paid/earned/owned‟ sites linking toyour content, and align keywords/phrases with meta data• Post relevant updates in your SM channels as frequently as practical• Leverage Google+: integral to any social media plan and key to highranking in Google organic search results
  • 8. Dynamically changing contentA dynamic web page‟s content varies based on parameters set in the CMS.Users expect more of their content to be tailored to their needs• E.g. online media / service industry web portalsUse CMS to automate the following:1. Customisation of content displayed according to user identity and/ormarket segment (“engagement automation”)2. Trigger actions based on user journey (e.g. a pop-up)A/B testing enables continuous improvement cycle.
  • 9. 3 screens – mobile first approachA mobile-first approach is opportunity to address• Usability• Content tone of voice• Accessibility (for all devices)• Search engine optimisation• Tools > which merit an app?• Placement of rich media
  • 10. Future key drivers• Responsive design (device optimisation)• Automated audience engagement• Engagement analytics
  • 11. Thank you.Questions?Contact | tim.nicholas@charteredaccountants.com.au | @TimOnTwtr