In today’s digital domain, there’s a dizzying and ever-increasing array of channels to engage people on — online advertising, micro blogging, social networks, et al. Module Partner and Director of Development, Adrian Pittman maps out the digital domain and provides insight into best practices to move prospects toward engagement and organizations toward achieving their brand objectives.

1. Social Media Club Detroit

2. Sling-Shooting the Digital Domain The brand challenge: Prospect acquisition & conversion

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4. Earth = Brand Objective Planet = Channel Sun = Brand

5. Sling-Shooting the Digital Domain The Digital Domain: Orbits of commitment & influence

6. Sling-Shooting the Digital Domain Digital Domain Levels of brand influence and Prospect activity Least influenced & active Moderately influenced & active Highly influenced & very active

7. Sling-Shooting the Digital Domain Digital Domain Orbiting channels of brand message communication Distance = engagement entropy 3 orbits & 5 stages of engagement Channel position will vary

8. Sling-Shooting the Digital Domain Traveling the Distance: The Sling-Shooting Method

9. Sling-Shooting the Digital Domain Luna 3: The Prospect Developed to take images of the moon Launched in 1959 by Russian scientists Utilized “gravity assist” to successfully reach the far side of the moon

10. Sling-Shooting the Digital Domain The “Sling-shot” Brand Experience Prospect finds brand via search engine Sent to micro site for intermediate engagement Returns to brand site to advance engagement

11. Sling-Shooting the Digital Domain The Relational Line of Logic Tell a cohesive story — each point should connect logically Don’t give it all away — avoid “TMI” in the early stages of engagement Know what’s next — follow every contact with a clear call to action Let the message fit the channel — Know the channel demographics

12. Sling-Shooting the Digital Domain Whole Foods Case Study: Inbound Social Media conversion

13. Sling-Shooting the Digital Domain Whole FoodsDigital Domain Brand Objective: Utilize SWspace to educate & incite regional retail activity

14. Sling-Shooting the Digital Domain Whole Foods Relational Line User finds them on Twitter, Facebook & Flickr Sent to SM-friendly landing page Returns to website to engage local store, e-newsletter registration, etc.

15. Sling-Shooting the Digital Domain Key Features Corporate and local market Twitter accounts Clear messaging ties between SM channel and core site Individual market presences on SM channel and core site

16. Sling-Shooting the Digital Domain 1. Micro blogging: Twitter

17. Sling-Shooting the Digital Domain 2. Landing Page (from Twitter)

18. Sling-Shooting the Digital Domain 3. Brand WebSite Clockwise: Content features; Email newsletter subscriptions; Store Locator

19. Social Media Club Detroit