8 Stages of online engagement success.

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  • Each and every one of you have different needs and expectations of what your web presence can do for you. 11% of you have some form of social media presence.My job today is to give you some practical advice on what you must consider when thinking about online engagement. I’m going to pitch this at we believe is an appropriate level for the audience here today, but if there are elements you feel the content is too high ball or too low ball, we can address at the end in the Q&A’s or in a 1 to 1.The importance of your web presence or your approach to online engagement is evident in the changes in the marketplace.To ignore, or under-invest in this is like TAKING AWAY A BUSINESS SENSE! Your website is no longer your web presence, your Internet footprint can be far reaching well beyond the boundaries of your website.
  • Where to start?We cannot ignore the standard marketing principles of the 5 Ps – to do so would be folly. Remember the .com boom…What Mark’s presentation tells us is that the marketplace is maturing and has absolute credibility.It is also easy when looking at all of the social media channels out there to decide, right lets do that twitter thing!!! The key to this is not to rush in. We must take a step back and make a plan
  • An ongoing process that will ultimately deliver a reputation and a platform to achieve sales as a trusted partner. Must invest the time to make it happen.
  • Good morning.Thanks to Ian and Marc.I’m now going to bore you for about 25 minutes
  • As marc pointed out, the first interaction with your brand is more than likely to be in a virtual manner. Your website must therefore harness and facilitate this.
  • Measurement
  • How do we best speak to journalists and online communities?Effectively this is a repository for all types of media outreach.Talk around the construct of this – WB to discuss hosting/how journos get into the siteNeed to talk about how it works.Easier you make it for journalists – better experience for them and better outcome. Busy people.Push news into the internet, beginning to feed information into the online sphere – into this new space.
  • You must be able to adapt and react to your customers in the online environment as their voice can be heard loud and clear.
  • To do this, we must think about what makes up a conversation.
  • We can use a number of tools to look at how your online presence is functioning right now.What’s being said in social mediaHow it’s being saidLook at the analytics about how people come to the website and the SEO PerformanceIn the traditional sense, this is your market research
  • We have developed a 20 stageAudit process that produces a report that talks about how we speak to people, who we speak to, how do we do it, and engage with online communities that positively influence your brand. Recommendations may include using social media channels such as technorati, twitter, LinkedIn, or indeed, selecting forums to become involved in or a theme that could be followed for a blog.What this essentially delivers is a gap analysis of where your comms are missing the mark, particularly in relation to your competitors. This gives guidance as to where to direct effort to produce the quality of content required
  • In this example, 881 people have the word drilling in their job title, past or present, located within 100km of Aberdeen.Facebook now has over 500 million users, twitter over 200 million and LinkedIn over 75 million. LinkedIn now also has over 1 million company profiles. A very powerful source of prospects, already pre-segregated by demographic, discipline, interest, geography etc…
  • In this example, 881 people have the word drilling in their job title, past or present, located within 100km of Aberdeen.Facebook now has over 500 million users, twitter over 200 million and LinkedIn over 75 million. LinkedIn now also has over 1 million company profiles. A very powerful source of prospects, already pre-segregated by demographic, discipline, interest, geography etc…
  • In this example, 881 people have the word drilling in their job title, past or present, located within 100km of Aberdeen.Facebook now has over 500 million users, twitter over 200 million and LinkedIn over 75 million. LinkedIn now also has over 1 million company profiles. A very powerful source of prospects, already pre-segregated by demographic, discipline, interest, geography etc…
  • Note: Introduce BlackpoolNote:Stress the principle of the HUB
  • Strategic approach to your web presence must have absolute alignment with your marketing plan and, in turn your business plan. This should be given equal, if not greater priority to your other marketing communications. Remember, the digital approach gives maximum flexibility and maximum measurability when assessing ROI. Strategic approach must also interface with your CRM approach.Like Sir Alex Ferguson, you need to consider the opposing team. Benchmark yourself versus your competition and produce a plan that will allow you to surpass them. This may be in baby steps, but it achievable if a tactical plan is executed well. Blackpool can beat Man Utd if tactics are executed well. Again, from a Man Utd perspective, they have the benefit of being able to invest in the best players. The best resources to execute the tactics may already be in your team, however external help can be brought in from organisations such as ourselves.Content is KING! You must, must, must have high quality content on both your website and whatever you decide is published in the social media space.You do however need to lay down some ground rules as to how your staff will represent you in social media. You must have a consistent message in terms of, for example, tone of voice. Simple things such as company information is essential to create relationships across the ether.As aboveAs above plus into next slide
  • Benefit in online engagement being aligned to online strategy. We need to be, to some extent, able to influence what people see. By pushing information out there, people are more likely to see the material we put out there rather than that of competitors and others.
  • How do we work with you to align to overall communications strategy so everything’s working togetherAnd how do we come up with the measurement tools that the whole communications strategy can be measured with?Where FR can help
  • 8 Stages of online engagement success.

    1. 1. Building the case for online engagement<br />William Binnie<br />Head of Digital – Fifth Ring<br />
    2. 2. Why is your web presence so important?<br />
    3. 3. THE NEW MARKETPLACE<br /><ul><li>The 5 Ps of Marketing
    4. 4. Product
    5. 5. Price
    6. 6. Place
    7. 7. Promotion
    8. 8. People</li></li></ul><li>ONLINE ENGAGEMENT<br />Undertaking relevant ongoing conversation with your constantly changing audiences using online communication channels such as social media<br />
    9. 9. Your website<br />Website analytics<br />Online newsroom<br />Online conversation listening tools<br />Online engagement audit<br />Identifying your targets<br />Social media policy<br />Digital contact strategy<br />8 STAGES OF ONLINE ENGAGEMENT SUCCESS<br />
    10. 10. 1) YOUR WEBSITE<br /><ul><li>Must be “web 2.0 ready”
    11. 11. Able to support rich content such as video
    12. 12. Ideally should have a content management system
    13. 13. Should be capable of supporting landing pages
    14. 14. Editable URLs
    15. 15. RSS news feeds
    16. 16. “Share this” functionality
    17. 17. Links to your social media presence</li></li></ul><li>2) WEBSITE ANALYTICS<br /><ul><li>Knowing what to look for
    18. 18. Mapping campaigns against stats
    19. 19. Measuring success
    20. 20. If stats are not available, Google Analytics must be retro-fitted now!</li></li></ul><li>3) ONLINE NEWSROOM<br /><ul><li>Low cost enhancement to existing PR
    21. 21. Broadcast mode
    22. 22. Ease of information for journalists
    23. 23. Interactive
    24. 24. Rich media access
    25. 25. At a glance presentation
    26. 26. Interaction with related news items
    27. 27. Particularly suited to the technical audience</li></li></ul><li>“the way you win people round to your way of thinking – is first to listen to their way of thinking...”<br /> John Murdoch<br />
    28. 28. “Listen”<br />“Understand”<br />“Speak”<br />“Engage”<br />
    29. 29. 4) ONLINE CONVERSATION LISTENING TOOLS<br />
    30. 30. 5) ONLINE ENGAGEMENT AUDIT<br />Reporting on:<br /><ul><li>How your online presence is functioning against your competitors
    31. 31. How easy your website is to find on the internet
    32. 32. SEO performance
    33. 33. What people are saying about you and your competitors in social media
    34. 34. How it is being said and the sentiment
    35. 35. Snapshot of the online marketplace</li></li></ul><li>6) IDENTIFYING YOUR TARGETS<br />
    36. 36. TALKING TO YOUR TARGETS<br />
    37. 37. 7) SOCIAL MEDIA POLICY<br /><ul><li>Empowerment vs. Control
    38. 38. Tone of voice
    39. 39. Types of conversations to join/avoid</li></li></ul><li>WHAT IT TAKES TO PLAY<br /><ul><li>Website
    40. 40. Content
    41. 41. Relevant keywords
    42. 42. Product/service information</li></li></ul><li>WHAT IT TAKES TO WIN<br /><ul><li>Strategic approach – align online objectives with marketing/business strategy
    43. 43. Website MUST be the hub of your communications
    44. 44. Full integration with social media channels
    45. 45. Capability to support digital campaigns/data capture
    46. 46. Online advertising
    47. 47. Offline advertising linked to landing pages
    48. 48. Performance in both paid and organic search
    49. 49. Measurement of success/failures (A/B testing)
    50. 50. CRM integration</li></li></ul><li>8) DIGITAL CONTACT STRATEGY<br />
    51. 51. 8) DIGITAL CONTACT STRATEGY<br />
    52. 52. TAKEAWAYS<br /><ul><li>Your website
    53. 53. Website analytics
    54. 54. Online newsroom
    55. 55. Online conversation listening tools
    56. 56. Online engagement audit
    57. 57. Identifying your targets
    58. 58. Social media policy
    59. 59. Digital contact strategy</li></li></ul><li>Q&A<br />

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