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/
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (18)
Similar to How digital can deliver your business goals
Similar to How digital can deliver your business goals (20)
Recently uploaded
Recently uploaded (20)
How digital can deliver your business goals
- 1. Delivering business goals Chris Woods, head of digital hanovercomms.com @chrismwoods 10 April 2013
- 2. Identify your business goals
- 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
- 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
- 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. 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 BY SOCIAL TECHNOLOGIES BY CHARLENE LI AND JOSH BERNOFF (2008)