2
3
Based in Dallas, Texas
Located in the historic SouthSide on Lamar
building, formerly the Sears, Roebuck & Co.’s
Catalog Me...
6
Inbound Marketing
Responsive Design
8
Inbound Marketing
9
Big Data

Exponential Growth of Information
Big Data

•

More and more social information, new
profiles, and new networks

•

More transactional data, credit cards, P...
•

Search Spam

•

Interstitial Pages

•

Paid/Rented Email Lists

•

Trade Show Booths

•

TV, Radio, Print Ads

•

Most ...
Interruption Marketing

Halting someone’s flow of activity

•

Search Spam

•

Interstitial Pages

•

Paid/Rented Email Li...
•

SEO (& PPC)

•

Earned Social Media

•

Opt-In Email Lists

•

Word of Mouth & Viral Marketing

•

Community Building

...
Inbound Marketing

Earning attention without interrupting flow of activity

•

SEO (& PPC)

•

Earned Social Media

•

Opt...
Inbound
Marketing

vs.

Interruptive
Marketing

16
Responsible
for 90%+ of
clicks on
the web

Lower
average cost
to acquire new
customer

Responsible
for <10 of
clicks on
th...
Email

Blog

Social

Search

F2F
Email

Blog

Social

Search

F2F
Email

Skill Sets

Blog

MailChimp
Constant Contact
Silverpop
Social

Search

Web

Talent
Strategist
Copywriter
Art Direct...
Email

Skill Sets

Blog

WordPress
Blogger
Digg
Social

Search

Web

Talent
Strategist
Copywriter
Art Director
Skill Sets

Email

Blog

Social

HootSuite
Radian 6
Sysomos
Cloud Force
Marketo
Talent

Search

Web

Strategist
Copywriter...
Email

Skill Sets

Blog

Google/Bing Webmaster Tools
Google Analytics
Omniture
Google AdWords
Social

Search

Web

Talent
...
Email

Skill Sets

Blog

Web Content Management
Responsive Design
SEO
Social

Search

Web

Talent
Content Generation
Strat...
Boston
26
Boston

The Social City

*source next.cityofboston.gov

23
“Our	
  multi-­‐channel,	
  multi-­‐media	
  program	
  fuses	
  personal,	
  human	
  
conversations	
  with	
  the	
  po...
Social Media

User Demographics

*source Mediabistro
Social Media

User Demographics

*source Mediabistro

26
Social Media

User Demographics

*source Mediabistro

27
Social Media

User Demographics

*source Mediabistro

28
Social Media

User Demographics

*source Mediabistro

29
Boston

The Social City

*source next.cityofboston.gov

30
Boston

The Social City

*source next.cityofboston.gov
Boston

The Social City

The Boston Social Media Team:
“The Cornerstone of our citywide social media strategy is the under...
Boston

The Social City

*source next.cityofboston.gov
Boston

The Social City

*source next.cityofboston.gov
Boston

The Social City

*source next.cityofboston.gov
Boston

The Social City

*source next.cityofboston.gov

36
Boston

The Social City

Newly-Elected Mayor Walsh inherits the City of
Boston’s first enterprise-level social media
progr...
Boston

Changing the Game

•

Boston’s Twitter feeds have amassed more than 2.9
billion impressions

•

90% of those took ...
Boston

Changing the Game

*source next.cityofboston.gov

39
Boston

Changing the Game

*source next.cityofboston.gov

40
Boston

Changing the Game

•

Enterprise social strategy allows the city to
immediately shift into crisis communication
mo...
Boston

Changing the Game

•

Partnered with Twitter following the marathon on a Promoted Tweet
campaign to drive the laun...
Boston

Working Together From the Inside Out

•

How? A strong externally-facing social media
strategy starts with a stron...
Boston

Working Together From the Inside Out

POLICIES AND PROCEDURES
•

Manuals for the overall program

•

Manuals for e...
Roles	
  and	
  Responsibilities
Role
Executive	
  Leadership
Executive	
  Legal

Responsibilities
•
•
•
•
•
•
•

Marketin...
Response	
  Model

50
Response	
  Model

51
Decision	
  Making	
  Model
Executive	
  Leadership

Marketing	
  Lead

Executive	
  Legal

•

Reports	
  effectiveness	
  ...
Decision	
  Making	
  Model
Marketing	
  Lead

Digital	
  Media/Web	
  and	
  Social	
  Media	
  
Managers

Executive	
  L...
Decision	
  Making	
  Model
Digital	
  Media/Web	
  and	
  Social	
  Media	
  
Managers

Social	
  Contributors

•

Coordi...
San Francisco
55
San Francisco

Connecting with Citizens

•

San Francisco is one of the most diverse cities in the world and home to some ...
Twitter

Running Cities Better

•

City services can become more transparent

•

Information is instant

•

Creation of vi...
Twitter

Running Cities Better

*source thegovlab.org

55
San Francisco

Connecting with Citizens

*source thegovlab.org
Frisco
60
Frisco

What Social Media does for FCVB

•

Generates positive buzz around City of Frisco

•

Creates awareness and highli...
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Driving Engagement

Information provided by the Dealey Group
Frisco

Promotion: Biggest Summer Ever

Information provided by the Dealey Group

66
Responsive
Design vs. Mobile
App
69
Responsive vs. Mobile App

App Fatigue

•

Deloitte’s 2013 Global Mobile Consumer Survey
Survey found that the number of a...
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
Optimization

Mobile User Experience
Optimization

Mobile User Experience
Optimization

Mobile User Experience
Optimization

Mobile User Experience
Optimization

Mobile User Experience
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Responsive vs. Mobile App

Mobile User Experience

*source TableXI
Digital Success Is Our Commitment
Focused Strategy, Fearless Creative and Flawless Technology
Is Our Responsibility
Digital Innovation and Emerging Trends - Corbett Guest
Digital Innovation and Emerging Trends - Corbett Guest
Digital Innovation and Emerging Trends - Corbett Guest
Digital Innovation and Emerging Trends - Corbett Guest
Digital Innovation and Emerging Trends - Corbett Guest
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Digital Innovation and Emerging Trends - Corbett Guest

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Digital Innovation and Emerging Trends - Corbett Guest

  1. 1. 2
  2. 2. 3
  3. 3. Based in Dallas, Texas Located in the historic SouthSide on Lamar building, formerly the Sears, Roebuck & Co.’s Catalog Merchandise Center built in 1913 One of the largest independent, digital agencies in the Southwest U.S., nationally recognized for creative excellence Clients from San Francisco to New York 40+ employees strong 4
  4. 4. 6
  5. 5. Inbound Marketing Responsive Design 8
  6. 6. Inbound Marketing 9
  7. 7. Big Data Exponential Growth of Information
  8. 8. Big Data • More and more social information, new profiles, and new networks • More transactional data, credit cards, PayPal, Amazon, Ebay • Retailers tracking purchasing habits, offers and loyalty • Mobile tracking data and GPS information • Uploaded videos, photos, stories, histories Exponential Growth of Information
  9. 9. • Search Spam • Interstitial Pages • Paid/Rented Email Lists • Trade Show Booths • TV, Radio, Print Ads • Most Social Media Advertising • Billboards • Forum, Comment, & UGC Spam • Throwaway Press Releases • Banner & Display Ads • Pop-Ups • Paid App Reviews • Contextual Ads • Video Ads • Outbound Sales Calls
  10. 10. Interruption Marketing Halting someone’s flow of activity • Search Spam • Interstitial Pages • Paid/Rented Email Lists • Trade Show Booths • TV, Radio, Print Ads • Most Social Media Advertising • Billboards • Forum, Comment, & UGC Spam • Throwaway Press Releases • Banner & Display Ads • Pop-Ups • Paid App Reviews • Contextual Ads • Video Ads • Outbound Sales Calls
  11. 11. • SEO (& PPC) • Earned Social Media • Opt-In Email Lists • Word of Mouth & Viral Marketing • Community Building • Content Creation & Marketing • Influencer Outreach • Organic App Store Visibility • Blogging • Video Content
  12. 12. Inbound Marketing Earning attention without interrupting flow of activity • SEO (& PPC) • Earned Social Media • Opt-In Email Lists • Word of Mouth & Viral Marketing • Community Building • Content Creation & Marketing • Influencer Outreach • Organic App Store Visibility • Blogging • Video Content
  13. 13. Inbound Marketing vs. Interruptive Marketing 16
  14. 14. Responsible for 90%+ of clicks on the web Lower average cost to acquire new customer Responsible for <10 of clicks on the web Higher average cost to acquire new customer Powered by creativity, talent & effort Generates momentum; future efforts easier Powered by budget & repetition Costs remain generally static with scale 17
  15. 15. Email Blog Social Search F2F
  16. 16. Email Blog Social Search F2F
  17. 17. Email Skill Sets Blog MailChimp Constant Contact Silverpop Social Search Web Talent Strategist Copywriter Art Director Cut-Up Development
  18. 18. Email Skill Sets Blog WordPress Blogger Digg Social Search Web Talent Strategist Copywriter Art Director
  19. 19. Skill Sets Email Blog Social HootSuite Radian 6 Sysomos Cloud Force Marketo Talent Search Web Strategist Copywriter Art Director
  20. 20. Email Skill Sets Blog Google/Bing Webmaster Tools Google Analytics Omniture Google AdWords Social Search Web Talent Keyword Analysis Strategist Copywriter Financial Management
  21. 21. Email Skill Sets Blog Web Content Management Responsive Design SEO Social Search Web Talent Content Generation Strategist Copywriter Art Director Cut-Up Development
  22. 22. Boston 26
  23. 23. Boston The Social City *source next.cityofboston.gov 23
  24. 24. “Our  multi-­‐channel,  multi-­‐media  program  fuses  personal,  human   conversations  with  the  power  of  social  technology  to  improve   daily  life  and  support  public  safety,  across  topics  and  platforms.”
  25. 25. Social Media User Demographics *source Mediabistro
  26. 26. Social Media User Demographics *source Mediabistro 26
  27. 27. Social Media User Demographics *source Mediabistro 27
  28. 28. Social Media User Demographics *source Mediabistro 28
  29. 29. Social Media User Demographics *source Mediabistro 29
  30. 30. Boston The Social City *source next.cityofboston.gov 30
  31. 31. Boston The Social City *source next.cityofboston.gov
  32. 32. Boston The Social City The Boston Social Media Team: “The Cornerstone of our citywide social media strategy is the understanding that daily engagement helps improve quality of life, but it also means we don’t have to direct constituents to follow us during emergencies—they’re already on board.” • Social Media Director - Lindsay Crudele • Technology representatives from Boston IT • Liaisons for each department, Police, Parks and Recreation, Fire, Operations, and programs like Boston Bikes, Boston Arts etc. • The people of Boston *source next.cityofboston.gov 32
  33. 33. Boston The Social City *source next.cityofboston.gov
  34. 34. Boston The Social City *source next.cityofboston.gov
  35. 35. Boston The Social City *source next.cityofboston.gov
  36. 36. Boston The Social City *source next.cityofboston.gov 36
  37. 37. Boston The Social City Newly-Elected Mayor Walsh inherits the City of Boston’s first enterprise-level social media program, a powerful, networked, coordinated, trained social media team leveraging the social sharing potential for more than 3/4 million followers. *source next.cityofboston.gov 37
  38. 38. Boston Changing the Game • Boston’s Twitter feeds have amassed more than 2.9 billion impressions • 90% of those took place within the past year • In 2013 Boston welcomed 30,000 new followers each to both the @Notify Boston constituent service feed and over 30,000 @MayorTomMenino • The City of Boston Facebook page follower count grew 200%, and its reach grew 400% in the past year *source next.cityofboston.gov
  39. 39. Boston Changing the Game *source next.cityofboston.gov 39
  40. 40. Boston Changing the Game *source next.cityofboston.gov 40
  41. 41. Boston Changing the Game • Enterprise social strategy allows the city to immediately shift into crisis communication mode, should the need arise • Enabled Boston to be more informative, timely and accessible during recent times that included the Boston Marathon bombings, a hurricane and a blizzard • Founding partner in the beta launch of Twitter Alerts, which allows users to subscribe to elevated designation emergency alert tweets *source next.cityofboston.gov 41
  42. 42. Boston Changing the Game • Partnered with Twitter following the marathon on a Promoted Tweet campaign to drive the launch of the One Fund; in just over six hours, reached more than 101 million impressions all over the world, contributing more than 500,000 digital donations totaling more than $5 million • “SpotHoles” campaign invited the public to use social media to report potholes during winter: in two weeks, Public Works filled more than 2,000 potholes, seeing a 333% increase in the number of citizen-generated reports compared to the same time period the previous year • More than 150 local musicians submitted to our #BOStunes social contest, a collaboration between DoIT and the City’s arts team, which will incorporate local talent into City Hall’s telephone transfer music *source next.cityofboston.gov 42
  43. 43. Boston Working Together From the Inside Out • How? A strong externally-facing social media strategy starts with a strong internal one • Enterprise social media strategy means departments knitted together across the city, breaking down internal silos to extend our reach and better serve • Social media liaisons across the city represent a wide variety of skill sets, from communications specialists to subject matter experts, such as the City of Boston’s chief archaeologist posting directly from the dig *source next.cityofboston.gov
  44. 44. Boston Working Together From the Inside Out POLICIES AND PROCEDURES • Manuals for the overall program • Manuals for each department • Regular meetings • Regular adjustments 44
  45. 45. Roles  and  Responsibilities Role Executive  Leadership Executive  Legal Responsibilities • • • • • • • Marketing  Lead • • • • Digital  Media/Web and  Social  Media  Managers • • • • • Contributors • • • Approves  strategic  direction  of  initiatives  with  corporate  alignment Provides  leadership  support  and  prioritizes  corporate  resources Funding Provides  escalation  point  for  social  media  response  model Provides  support  and  risk  management Ensures  compliance  of  overall  branding  and  messaging Strategic  direction  of  initiatives  and  recommendations Provides  leadership  support  and  guidance  for  each  initiative Establish  metrics  and  analytics  for  effectiveness Ensures  brand  integrity  across  all  initiatives  within  the  organization Provide  day  to  day  management  of  Web  properties  and  social  channels Coordinate  content  and  technology  needs  within  the  organization Ensure  quality,  speed  and  delivery  of  projects Resource,  financial,  and  metrics  tracking  on  all  projects First  escalation  point  for  working  team Identify  local  opportunities  for  promotion  and  advertising Coordinate  with  the  Digital  Media  and  Social  Media  Managers Interact  with  specific  groups  of  users  and  provide  content Executive  on  the  ground  promotions  and  content  delivery 49
  46. 46. Response  Model 50
  47. 47. Response  Model 51
  48. 48. Decision  Making  Model Executive  Leadership Marketing  Lead Executive  Legal • Reports  effectiveness  of  overall  program • Presents  new  strategies  and  initiatives   • Escalates  any  corporate  risks  or  threats • Request  assistance  for  corporate  alignment  and   prioritization 52
  49. 49. Decision  Making  Model Marketing  Lead Digital  Media/Web  and  Social  Media   Managers Executive  Legal • Reports  effectiveness  of  each  project • Coordinates  with  or  act  as  Agency  to   recommend  new  strategies  and  tactics • Escalates  any  project  risks  or  threats • Requests  assistance  for  resources 53
  50. 50. Decision  Making  Model Digital  Media/Web  and  Social  Media   Managers Social  Contributors • Coordinates  with  individuals  within  their  area  of   interest • Contributes  social  content,  project  information,   insights  on  their  area  that  are  relevant    to  the   overall  program • Assists  and  responds  to  social  inquiries  and   requests  regarding  their  area  of  interest • Escalates  any  challenges  or  project  risks   54
  51. 51. San Francisco 55
  52. 52. San Francisco Connecting with Citizens • San Francisco is one of the most diverse cities in the world and home to some of the most tech-savvy and innovative people in the world • High-tech people expect a high-tech government and the City of San Francisco is delivering this in spades • The city currently monitors 33 Facebook accounts, 39 Twitter accounts, and 16 YouTube accounts—each is tracked by their respective department • Allows for a wide breadth of two-way conversation on regional issues • City employees are also taking steps to increase their social monitoring with a focus on public safety *source thegovlab.org
  53. 53. Twitter Running Cities Better • City services can become more transparent • Information is instant • Creation of virtual communities can improve governance • Transparency can lead to improved accountability • Participation can improve governance *source thegovlab.org
  54. 54. Twitter Running Cities Better *source thegovlab.org 55
  55. 55. San Francisco Connecting with Citizens *source thegovlab.org
  56. 56. Frisco 60
  57. 57. Frisco What Social Media does for FCVB • Generates positive buzz around City of Frisco • Creates awareness and highlights what the city has to offer • Promotes Frisco as a destination to non-residents • Allows Frisco to connect with citizens in new, deeper ways Information provided by the Dealey Group
  58. 58. Frisco Driving Engagement Information provided by the Dealey Group
  59. 59. Frisco Driving Engagement Information provided by the Dealey Group
  60. 60. Frisco Driving Engagement Information provided by the Dealey Group
  61. 61. Frisco Driving Engagement Information provided by the Dealey Group
  62. 62. Frisco Driving Engagement Information provided by the Dealey Group
  63. 63. Frisco Driving Engagement Information provided by the Dealey Group
  64. 64. Frisco Promotion: Biggest Summer Ever Information provided by the Dealey Group 66
  65. 65. Responsive Design vs. Mobile App 69
  66. 66. Responsive vs. Mobile App App Fatigue • Deloitte’s 2013 Global Mobile Consumer Survey Survey found that the number of app downloads and per app spending decreased from 2012 to 2013 • During that same time the number of people who have access to mobile devices increased substantially, particularly as more people in developing countries become connected • The average iPhone user in 2011 downloaded as many 83 apps in a year but few are used on a continuing basis • 46% of apps get launched less than 3 times and only 26% get launched more than 10 times
  67. 67. 71
  68. 68. 72
  69. 69. 73
  70. 70. 74
  71. 71. 75
  72. 72. 76
  73. 73. 77
  74. 74. 78
  75. 75. 79
  76. 76. 80
  77. 77. 81
  78. 78. 82
  79. 79. 83
  80. 80. 84
  81. 81. 85
  82. 82. 86
  83. 83. 87
  84. 84. 88
  85. 85. Optimization Mobile User Experience
  86. 86. Optimization Mobile User Experience
  87. 87. Optimization Mobile User Experience
  88. 88. Optimization Mobile User Experience
  89. 89. Optimization Mobile User Experience
  90. 90. Responsive vs. Mobile App Mobile User Experience *source TableXI
  91. 91. Responsive vs. Mobile App Mobile User Experience *source TableXI
  92. 92. Responsive vs. Mobile App Mobile User Experience *source TableXI
  93. 93. Responsive vs. Mobile App Mobile User Experience *source TableXI
  94. 94. Responsive vs. Mobile App Mobile User Experience *source TableXI
  95. 95. Responsive vs. Mobile App Mobile User Experience *source TableXI
  96. 96. Responsive vs. Mobile App Mobile User Experience *source TableXI
  97. 97. Responsive vs. Mobile App Mobile User Experience *source TableXI
  98. 98. Responsive vs. Mobile App Mobile User Experience *source TableXI
  99. 99. Responsive vs. Mobile App Mobile User Experience *source TableXI
  100. 100. Digital Success Is Our Commitment Focused Strategy, Fearless Creative and Flawless Technology Is Our Responsibility

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