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How digital can deliver your business goals

Marketers know new technology encourages greater customer engagement – but can digital also help brands realise their core objectives?

Putting digital technology at the heart of your business can encourage harmonisation and break down silo thinking – but how is that achieved?

What methods can be employed to turn customers into communities and integrate businesses departments around your brand’s core principles?

This discussion will help you understand:
How to encourage internal change through new technology
How business aims can be met through focusing on digital
Why building and managing communities matters

Speakers

Matt Ballantine
Principal evangelist
Microsoft

Chris Woods
Head of digital
Hanover

Louis Georgiou
Owner and director
Code Computerlove

>> View the webinar recording
http://www.themarketer.co.uk/knowledge-centre/marketing-transformation-how-digital-can-deliver-your-business-goals/

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How digital can deliver your business goals

  1. 1. Delivering  business  goals  Chris  Woods,  head  of  digital    hanovercomms.com  @chrismwoods  10 April 2013
  2. 2. Identify  your    business  goals    
  3. 3. DIGITAL REPUTATION AUDIT
  4. 4. Building  a  digital  community  Conduct  a  digital  reputation  audit  −  Who,  What  Where?  −  Compare  against  leading  competitors  or  @irms  you  admire  Deploy  a  senior  manager  and/or  hire  a  consultancy  −  Social  not  technical  −  Write  a  social  media  strategy,  re@lecting  overall  business  aims  −  Create  a  timeline  of  achievable,  budgeted  projects  linked  to  KPIs  Create  an  environment  for  success  −  Educate  each  business  unit,  report  into  the  CEO,  involve  juniors  −  Give  your  audiences  reasons  to  engage  with  you  via  social  −  The  three  Cs:  Content,  Customer  Service,  Communication  STEPS TO TAKE: THE REGUS EXAMPLE
  5. 5. GUEST BLOGGERS
  6. 6. Using  a  digital  community  Content  − Show  expertise  in  your  business  areas  − Invoke  power  of  guest  bloggers  Customers  − Listen,  offer  support,  create  advocates  Communications  − Make  it  a  core  media  relations  channel  LIMITED BUDGET: THE OPEN GOVERNMENT PARTNERSHIP EXAMPLE
  7. 7. KPI DASHBOARD
  8. 8. Sustaining  a  digital  community  Build  a  KPI  Dashboard  −  Full  transparency  at  board  level  −  Own  your  KPIs  or  someone  else  will  de@ine  them  −  You  won’t  always  be  the  Next  Big  Thing  Expand  your  existing  audience  −  Promoted  Twitter  products  by  200+  interests  (£5k/m)  −  Facebook  ads  target  by  demographics  (£low/m)  −  LinkedIn  inmails  to  budget  holders  (£30k+)  −  YouTube  rather  than  @lat  text  Google  AdWords  (£medium/m)  −  Optimise  for  mobile  Get  creative  −  Contests  −  Crowdsource  your  research  &  development    GROWTH THROUGH INTEGRATING MARKETING + SOCIAL
  9. 9. Concentrate  on  the  relationships,  not  the  technologies.  The  way  people  connect  with  each  other  –  the  community  that  is  created  –  determines  how  the  power  shifts.  GROUNDSWELL: WINNING IN A WORLD TRANSFORMED BYSOCIAL TECHNOLOGIESBY CHARLENE LI AND JOSH BERNOFF (2008)

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