Digital Strategy 101

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A primer to digital strategy: what it is & isn't, the steps to creating your own digital strategy, the strategic cycle, platforms & tools, organizational change and more.

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Digital Strategy 101

  1. 1. Digital Strategy 101 Mark Farmer: 2014-05-02
  2. 2. Strategy 101
  3. 3. Traditional vs Digital vs Social Facebook, Twitter, YouTube, Blogs, etc, Websites Media relations Mobile Display SMS / MMS Email Print advertising Broadcast advertising Print collaterals Direct mail Out of home MarComm (Marketing Communications) Digital MarComm Social media MarComm
  4. 4. Please keep in mind...
  5. 5. Digital Strategy: 2 different ideas 1. Helping an organization become digital o Organizational change o Cultural shift o Behavioural shift 2. Marketing / communicating digitally o Tactics & execution o Marketing campaigns / objectives
  6. 6. Wikipedia says Digital strategy = specifying an organization’s... • Vision • Goals • Opportunities • Initiatives
  7. 7. What I says • Helping an organization communicate better online by helping its people communicate better online • That usually means finding a way to help you reach your audience more efficiently, more thoroughly and more substantially
  8. 8. What strategy isn’t • A plan • Done by experts • Complete • A document
  9. 9. The essence of strategy • Vision o What’s the desired state? o Paint a picture o Engage people
  10. 10. Digital Strategy’s only one part of the job 1. Helping an organization’s people communicate better online 2. Help your unit achieve its goals a. Improving and defending reputation b. Issues & crisis mgmt c. Developing social media channels d. Building audience
  11. 11. Strategy is the big picture • The long game o Gandhi • Cultural / organizational / behavioural shifts o Risk tolerance o Innovation o Collaboration o Openness
  12. 12. What that means for you • Training & support o Platforms, practices, etc. • Resources o Guidelines o Best practices o Analytics & intelligence o Industry news • Strategies for units • Gathering & sharing marketing intelligence
  13. 13. What that means institutionally • Active listening • Messaging o Issues / crises o Campaigns • Keeping our finger on the pulse of the institution, through its departments and faculties
  14. 14. The steps • Define the organization’s needs (based on opportunities, problems, etc.) • Identify the goals you’ll need to reach, to meet those needs • Define how you’ll measure attainment of those goals • Attach target numbers (more tactical at this point)
  15. 15. Where the real magic begins • Coming up with creative ideas & solutions for how you’ll meet those numbers • Executing them as tactics
  16. 16. Danger: the competitive scan Winning coaches don’t focus on the competiton
  17. 17. The cycle • Execute • Measure • Learn • Repeat • “The Lean Startup”
  18. 18. You can’t predict success
  19. 19. In other terms • Try something. • If it works, do more of it. • If it doesn’t, do less of it. • Rinse, repeat.
  20. 20. Strategy on a day-to-day basis • Recognizing opportunities • Coming up with creative ways to leverage those opportunities • Being an advocate • Setting an example (“walk the walk”) • Innovating • Exploring new channels & platforms • Supporting the institution
  21. 21. Some of the tools • Market intelligence: Radian6 • Collaboration: Confluence & Facebook • Analytics: SproutSocial • Customer service: HootSuite and the channels themselves • Reputation management: Radian6, HootSuite and Sysomos
  22. 22. The vision: bringing it all together • Social • Web • Email • Mobile • Display • SEO (onsite and off) • Traditional • Etc.
  23. 23. The holy grail • An integrated digital & traditional marketing & communications strategy • Pan-institutional • Cross-functional • Including new media & traditional media
  24. 24. The benefits to you & the org • Network effect • Economies of scale • Eliminating the redundancies and lack of sharing cause by siloes • Don’t have to recreate the wheel
  25. 25. The hope • Raise the organization’s reputation o Reach more people o Engage them better and more efficiently o Get our messages out there o Show the world the great things happening where you work • Work more efficiently as teams and individuals
  26. 26. How we can do this • Break down barriers to collaboration • Demonstrate successful prototypes with discrete projects, that provide examples to others • Demonstrate transparency • Apply agile concepts to our workflows
  27. 27. Organizational change: the key
  28. 28. And remember how to eat a whale….

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