How to make a digital impact?


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  • We used to live in a world of information scarcity. Now we live in a world of information abundance.ADAPT OR DIE BABY!
  • You’ve got to start somewhere
  • It just doesn’t work without friends
  • One thing is certain, things will keep on changing
  • (skeletons that fall out of the closet, budget, ceo’s, perfection,etc.)Solve problems now
  • Hang with 9 brokes, you’ll be the 10th.
  • Talk to your audience as if they where human, guess what? THEY ARE!
  • How to make a digital impact?

    1. 1. How to make aDIGITAL IMPACT?#emakina#dmf2012 Isabelle Dumortier
    2. 2. Isabelle DumortierAccount ManagerGeek Fatale Keep in touch:Singing & Swinging Digital Native e. idu@emakina.comCrazy in the coconut t. @IsabelleD911Loves a challenge
    3. 3. Why do we needDigital Marketing?
    4. 4. If you still have doubts…
    5. 5. PEOPLE
    6. 6. Use the POST Methodology People  Identify who you want to make an impact on  Find out what their social activities and behaviour is all about Objectives  WHAT do you want to accomplish and WHY? Strategy  Plan how your relationship with your target group “The People” will change.Resource: Forrester Research
    7. 7. Use the POST Methodology Technology  Decide which (Social) Media channels to use. Goal  Set goals for achievement: Qualitative & Quantative Metrics  Which metrics will you use to measure success?Resource: Forrester Research
    8. 8. Social Media is theultimate relationshipnurture platform.
    9. 9. People are more likely to trust and buy from a company they have a relationship with. Whenpeople engage with your content they feel like they have a relationship.
    11. 11. It’s what happensafter the “likes” andfollows that mattersmost.
    12. 12. People  Heartbeat of social = People  KNOW YOUR AUDIENCE! Listen!
    13. 13. What about your own people? Set up a dedicated team Social Media Policy  Covers social media, ethics, word of mouth marketing
    14. 14. Social Currency Social currency is the extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home Studies show that social currency significantly drives brand loyalty. Moreover, brands with a high social currency command a price premium. Social currency is a means, not the end; nor is it just about buzz or conversation. Rather it is about creating meaningful experiences around the brand. Successful brands strive to be an integral part of people’s daily lives by enabling them to connect, interact and benefit from like-minded brand users. The good news: study shows that a set of key principles emerge that help companies to build, nurture and manage social currency and create value. Resource: Vivaldi Partners
    16. 16. Social Media plugsinto your business.It’s not about the nextbig thing.
    17. 17. SetSpecificMeasurableA ttainableRelevantTimeboundGOALS
    18. 18. Use the right building blocks. Search engine optimization (SEO) Landing Page optimization Social Networking Blogs White papers Articles
    19. 19. More leads for less budgetGreat content pays dividends for a long time, an effect that multiplies asyou create more and more content.What I personally love most about it, and if you’re on the client side, youwill as well. It’s about applying more brains, not more budget.
    20. 20. It’s no magic.You need 4 essential ingredients.An inbound marketing strategy.An outbound marketing strategy.A corporate communications strategy.A nurturing or marketing automation strategy.
    21. 21. Why?
    22. 22. PEOPLE
    23. 23. Because all buyers are unique.They engage with different typesof content at different stages of the buying cycle.
    24. 24. Content Mix Pyramid Entertain Monthly Inspire Bi-weekly Start conversation Weekly Teach how to do something 2 x week Provide relevant information 3 x weekResource: The Content Marketing Institute
    25. 25. Evaluate your initiativesHow does it support your objective? Do we have the right people to handle this?What metrics matter? Is there budget free? Impact Readiness Risks PriorityWhat are the risks if we do this? Does this initiative enable other work?What if we don’t?
    26. 26. 93% of buying cycles start with an online search, so if your company shows up highin the search results, you’ll get “free” brand awareness.
    27. 27. Increased brand preference.Many buyers correlate high organic search rankings with trust and brand leadership.
    28. 28. Measure the right things Community growth Blog & web analytics Reach Engagement Relevancy Influence Sentiment Achievement of goals
    29. 29. Perfection is theenemy of good. -Voltaire
    30. 30. Socialrelationships arethe life raft oftech changes.
    31. 31. Deal withthe hardstuff now
    32. 32. YOUR MISSION?Understand where your audienceis hanging out online & learn how to have a relevant conversation with them that helps meet business goals.
    33. 33. So what have we learned?And how can you get your boss orclient in the Forbes 500 list?
    34. 34. UnderstandThe value and necessity ofDigital Marketing
    35. 35. Listen!Define and know your audience.Talk to the right people.Don’t aim too wide.
    36. 36. Set goals!Define your smart goals.
    37. 37. Content MarketingDeliver content at all theright stages of the buyingprocess to attract and retaincustomers. SEO Storytelling Social Lead Media Generation
    38. 38. MeasureEverything that is measurable.Use the right metrics.
    39. 39. PEOPLE
    40. 40. Questions? E-mail: Twitter: @IsabelleD911