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24-Jun-14
HughStephensOnline & Onboard: Engagement
Akolade Digital Marketing 24 June 14
Available: http://dlgcns.lt/dcdmf14
24-Jun-14
• Strategy
– Communications
– Social data
– Digital channel integration
• Risk
– Active / passive management
– Review
– Analytics
• Advisory
– Analytics
• Audits
• Trend analytics
• ROI
2
About Dialogue Consulting
Strategy // Risk // Advisory
24-Jun-14
• Strategy execution model
• Identifying assets & channels
• When & when not to integrate
• Mapping the cross-channel
journey
3
Agenda
24-Jun-14
Strategy execution
model
1
4
24-Jun-14
5
The Social Media Exchange
adapted from Larson & Watson,
2011
24-Jun-14
2
6
Assets & Channels
24-Jun-14
Owned vs unowned platforms
• Unowned
– High audience, (generally) high engagement
– “At their call” – governance risk on dependance of external
– Not “free”
– E.g. Facebook, Twitter, LinkedIn…
• Owned
– Low audience, (generally) high engagement (variable++)
– Hard to get people a) there & b) engaged  value proposition
– Control your own distribution, reach, measurements
– Not “free”
– E.g. customer forums, blogs, custom tools.
– WTH would it look like?!?!?!?
7
Brands are shifting away from unowned platforms.
24-Jun-14
Audience and activity
8
Think not just of where they are, but where they engage
Audience
Activity
?
24-Jun-14
Hard to reach audiences
• Not always on social either
• Segmentation is key
– Remarketing
– Value proposition
– Brand partnerships/sponsorships
9
Hard to reach audiences can be…hard to reach
24-Jun-14
Internal engagement
• Internal advocates
– FFFs
– Do they want to?
• Internal ideas
• Internal issues – what’s the role of marketing?
10
Your audience might not just be external
24-Jun-14
3
11
Integrating channels
24-Jun-14
• Are your audiences similar?
• Be wary of different consumption patterns
• Automation a double edged sword
• Keep your objectives in mind – are “Likes”
important at all?
12
Channel integrations
Automated ≠ easy/free/cheap/no effort
24-Jun-14
• Is your cross channel campaign
integrated?
• Do your messages make sense across
channels? Consistency is key
• Have you identified your different
stakeholders & where they are
13
The myth of the “cross channel
campaign”
Cross channel should be integrated, or go home.
24-Jun-14
• …anything.
• Might be content across different channels,
different messages, different purposes.
• Work out where you want consumers and
encourage them to the best channels
– Doesn’t always work
14
So what does it look like?
Strategy is an enigma.
24-Jun-14
4
15
Mapping your journey
24-Jun-14
• Hugh Stephens
–0431 304 464
–hugh@dialogueconsulting.com.au
–@hughstephens / @DialogueAus
16
Troll me

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Online & Onboard: Akolade Digital Marketing Conference 2014

  • 1. 24-Jun-14 HughStephensOnline & Onboard: Engagement Akolade Digital Marketing 24 June 14 Available: http://dlgcns.lt/dcdmf14
  • 2. 24-Jun-14 • Strategy – Communications – Social data – Digital channel integration • Risk – Active / passive management – Review – Analytics • Advisory – Analytics • Audits • Trend analytics • ROI 2 About Dialogue Consulting Strategy // Risk // Advisory
  • 3. 24-Jun-14 • Strategy execution model • Identifying assets & channels • When & when not to integrate • Mapping the cross-channel journey 3 Agenda
  • 5. 24-Jun-14 5 The Social Media Exchange adapted from Larson & Watson, 2011
  • 7. 24-Jun-14 Owned vs unowned platforms • Unowned – High audience, (generally) high engagement – “At their call” – governance risk on dependance of external – Not “free” – E.g. Facebook, Twitter, LinkedIn… • Owned – Low audience, (generally) high engagement (variable++) – Hard to get people a) there & b) engaged  value proposition – Control your own distribution, reach, measurements – Not “free” – E.g. customer forums, blogs, custom tools. – WTH would it look like?!?!?!? 7 Brands are shifting away from unowned platforms.
  • 8. 24-Jun-14 Audience and activity 8 Think not just of where they are, but where they engage Audience Activity ?
  • 9. 24-Jun-14 Hard to reach audiences • Not always on social either • Segmentation is key – Remarketing – Value proposition – Brand partnerships/sponsorships 9 Hard to reach audiences can be…hard to reach
  • 10. 24-Jun-14 Internal engagement • Internal advocates – FFFs – Do they want to? • Internal ideas • Internal issues – what’s the role of marketing? 10 Your audience might not just be external
  • 12. 24-Jun-14 • Are your audiences similar? • Be wary of different consumption patterns • Automation a double edged sword • Keep your objectives in mind – are “Likes” important at all? 12 Channel integrations Automated ≠ easy/free/cheap/no effort
  • 13. 24-Jun-14 • Is your cross channel campaign integrated? • Do your messages make sense across channels? Consistency is key • Have you identified your different stakeholders & where they are 13 The myth of the “cross channel campaign” Cross channel should be integrated, or go home.
  • 14. 24-Jun-14 • …anything. • Might be content across different channels, different messages, different purposes. • Work out where you want consumers and encourage them to the best channels – Doesn’t always work 14 So what does it look like? Strategy is an enigma.
  • 16. 24-Jun-14 • Hugh Stephens –0431 304 464 –hugh@dialogueconsulting.com.au –@hughstephens / @DialogueAus 16 Troll me