Developing a 360-Degree Digital Strategy

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  • How to develop a social media strategy from the ground-upHow to measure and optimize social mediaHow to develop content calendars, playbooks and systemsHow to avoid social media pitfalls
  • S – SpecificM - MeasurableA - ActionableR – RealisitcT - Timely
  • Goal: Insight:Strategy:
  • https://www.redant.com/_assets/files/Digital-Strategy-Whitepaper.pdf
  • Great Gatsby
  • No one person or department should ‘own’ social media strategy in your organization. Create a cross functional team that develops strategy, impelements tactics and manages social.
  • http://www.socialmediaexplorer.com/social-media-marketing/8-step-social-media-strategy-infographic/
  • Social media can be used to help attain a variety of busienss objectives. But the best social media strategies are those that focus (at least initially) on a more narrow rationale for social. What do you primarily want to use social for? Awareness? Sales? Loyalty and retention? Pick one.
  • How will you act like a person, not an entity?
  • How will your organization appeal to the heart of your audience, rather than the head? Disney isn’t about movies, it’s about magic. Apple isn’t about technology, it’s about innovation. What are you about?
  • Channel Specific
  • Developing a 360-Degree Digital Strategy

    1. 1. Developing a 360°Digital Strategy@HamzaK
    2. 2. About Me
    3. 3. InconvenientTruths
    4. 4. It is no longer acceptablefor a brand to wait forthe audience to visit
    5. 5. Brands must activelycommunicate toprosper
    6. 6. Positiveengagementsnowballs,arrogancecreatesstagnancy
    7. 7. Lazy marketing……Ain’t nobody gottime for that!
    8. 8. What is strategy?
    9. 9. Strategy is a plan for obtaining agoal based on the information athand
    10. 10. Goals need to be S.M.A.R.T.
    11. 11. SpecificS MeasurableM ActionableA RealisticR TimelyT
    12. 12. Strategy is a plan for obtaining agoal based on the information athand
    13. 13. Information at hand are the piecesof information related to the goalthat help inform the strategy
    14. 14. Information is gained byFailingAnalyzingDataParticipatingObservingTakingCoursesReadingInterviewingDoing
    15. 15. For Example…
    16. 16. Sample StrategyGoalGet 100 alumni tobuy tickets for thecharity dinner at theend of the month.InsightAlumni association ishosting a networkingevent next week andalso has access to1000+ membersacross social media.StrategySponsor alumninetworking event andinclude regularmessaging via socialmedia as part of deal.
    17. 17. Four Core Stages to Building AndRunning A Digital StrategyPlanningCreationActualisationEvaluation
    18. 18. PlanningAudience(broken downinto keysgements)Initial aims andexpectedreturnsBrandbackground,presentpositioning andperceptionAudiencelocations andvalue of eachaudiencesegment againstinitial aims
    19. 19. CreationPlanning campaignelements basedupon previousanalysisCreating keyperformanceindicators perchannel andestimatingexpected returnper channelDesign and buildof campaignelements /channelsPlanning andestablishingactualisationroutes,communicationflows andexpectations
    20. 20. ActualisationBuilding theengagementtimelineEngagement w/audience throughthe engagementloopSamplingprogress througha campaign andoptimising thecampaignmessageRecordinginformationthrough eachcampaign stepfor evaluation
    21. 21. EvaluationEvaluating KPIsandachievementsReviewingengagementand unexpectedlonger termbenefitsTaking lessonson board tobuild strongerfuturecampaignsScoring thestrategy and thebenefits it hasgiven
    22. 22. Digital strategy means somethingthat will change my bottom line in3-6 months.Shiv Singh, PepsiCo
    23. 23. This is Social Media
    24. 24. Content Calendar
    25. 25. Cloud Computing
    26. 26. Project Management Suite
    27. 27. Inventory
    28. 28. Playbook
    29. 29. Channel Mix
    30. 30. Social Policy
    31. 31. Stay Abreast of Industry Trends
    32. 32. Measuring Social MediaREACH• Visits/Views• Followers/FansENGAGEMENT• Likes/Retweets• CommentsACTION• Downloads• Sign-Ups
    33. 33. Review• No excuse for not developing digital strategy• Strategy: A plan for obtaining a goal based onthe information at hand• 4 core stages to building strategy: 1) Evaluation2) Planning 3) Actualisation 4) Creation• Digital strategy essentials: Content calendar,cloud computing, project management suite,inventory, playbook, channel mix, social policy,education
    34. 34. Next Steps
    35. 35. 1) Build An Ark
    36. 36. 2) Listen & Compare
    37. 37. 3) What’s The Point
    38. 38. 4) Select Success Metrics
    39. 39. 5) Analyze Your Audiences
    40. 40. 6) How Will You Be Human?
    41. 41. 7) What’s Your One Thing?
    42. 42. 8) Create A Channel Plan
    43. 43. SomeTrends
    44. 44. MobileUsageIncreases
    45. 45. Big Data Becomes Easier To Manage
    46. 46. Social Media Personalizes Your Feeds
    47. 47. PersonalizationBecomes A Marketing Priority
    48. 48. Google+ Also Becomes A Priority
    49. 49. Can’t Ignore International And NicheNetworks
    50. 50. Visual Marketing Grows
    51. 51. Real Time MarketingOver Campaigns
    52. 52. Marketers Consolidate Their Mix
    53. 53. Show MeThe ROI
    54. 54. Content MarketingRemains The Focus
    55. 55. Look Out For Google Glass
    56. 56. SimpleImmediateSocialIntegratedPersonalized
    57. 57. Review• Next steps: 1) Build an ark 2) Listen &compare 3) What’s the point 4) Measuresuccess metrics 5) Analyze your audiences 6)How will you be human? 7) What’s your onething 8) Create a channel plan• Future of digital: Simple, immediate, social,integrated, personalized
    58. 58. In conclusion, when it comes todigital strategy, employ theboldness and improvisation ofGandalf. But temper that with themeticulousness and caution of…
    59. 59. Thank You!@HamzaK

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