Digital and Social Media Change Management

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How to kick off change management for deploying digital and social media marketing within your organization.

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Digital and Social Media Change Management

  1. 1. Digital / Social Media Kicking Off Change Management Dr. Augustine Fou http://bitly.com/augustinefou3/23/2012 1
  2. 2. Fire Your Agency Assess what you can do yourself first, then outsource grunt work. How to tell if your agency “sucks” at digital: •Chinese menu of tactics, before business strategy •Can’t map tactics to impact on business objectives •No metrics specified to measure ROI •Still focused on branding and storytelling •They pitch tactics they make money on Further reading: http://www.clickz.com/clickz/column/2156174/tips-marketers-selecting-digital-agency3/23/2012 2
  3. 3. Digital Audit What is your current “state of the union?” 1. Site – analytics, content 2. Search – findability, indexability 3. Social – influence, activity 4. Mobile – usability Bonus Tip: Google “Digital Footprint Score”3/23/2012 3
  4. 4. Missing Link Analysis What information do customers need? 1. List of questions you want answered 2. Plot on Missing Link Worksheet Further reading: http://mktsci.com/missing-link-marketing.htm3/23/2012 4
  5. 5. Unified Marketing FrameworkPlotting tactics to discover redundancies and opportunities. 1. Plot current marketing tactics (both traditional and digital) 2. Compare with customers’ missing links and where/how they search for information 3. Determine redundancies in spending and opportunities for customers to reach you. Further reading:http://www.clickz.com/clickz/column/2116804/unified-marketing-integrated-marketing3/23/2012 5
  6. 6. BTM Innovation Framework Going beyond just marketing the product or service 1. Innovate the product 2. Innovate the marketing 3. Innovate the business Further reading: http://go-digital.net/blog/2008/06/btm-innovation-framework-business-technology-marketing-framework-for-innovation/3/23/2012 6
  7. 7. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou. acfou@mktsci.com 7

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