Stretch Your Budget with Integrated Online Strategy

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Firecat Studio's Susan Price explores ways of combining web offerings, email campaigns and social media activities to meet business goals.

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  • Doing online since 1993



    Why dedicate budget to online?



    There are these (to me) VERY compelling reasons to use the online channel.



    It’s AUTOMATED. Online is your perfect salesperson, manager, trainer. Always on message.
    It’s ASYNCHRONOUS. Online performs for you 24/7.
    It’s EXPANDABLE. You have any number of “pages” and it can grow as needed.
    It’s UPDATABLE. You’re no longer slave to the deadline or the press check. Put it out there, and we can always update it. It’s just pixels!
    It’s MULTIMEDIA CAPABLE. We can put video, audio, animation - reuse all those media assets you’ve spent so much money on that are gathering dust on the shelf.
    It’s MEASURABLE. I can tell you who went there, how long they stayed, what links they clicked on.



    Even after 15 years, I’m still having to make this argument. But recently it’s gotten a whole lot easier. With this economic downturn, there’s new interest in what online can do. Why?



    It’s CHEAP!


  • Doing online since 1993



    Why dedicate budget to online?



    There are these (to me) VERY compelling reasons to use the online channel.



    It’s AUTOMATED. Online is your perfect salesperson, manager, trainer. Always on message.
    It’s ASYNCHRONOUS. Online performs for you 24/7.
    It’s EXPANDABLE. You have any number of “pages” and it can grow as needed.
    It’s UPDATABLE. You’re no longer slave to the deadline or the press check. Put it out there, and we can always update it. It’s just pixels!
    It’s MULTIMEDIA CAPABLE. We can put video, audio, animation - reuse all those media assets you’ve spent so much money on that are gathering dust on the shelf.
    It’s MEASURABLE. I can tell you who went there, how long they stayed, what links they clicked on.



    Even after 15 years, I’m still having to make this argument. But recently it’s gotten a whole lot easier. With this economic downturn, there’s new interest in what online can do. Why?



    It’s CHEAP!






  • I know you know this, but it bears repeating.



    Company intranet, customer-facing website, or extranet



    Self-service channels that can do a lot of heavy lifting.



    APPLICATIONS. BUYING. CONVERSIONS. EDUCATION.



    Rich-media capable. Email isn’t there yet. Leverage all the tools in your communications toolbox to engage people intellectually, emotionally.









    It’s a RICH destination with MANY options for the users. If they don’t see what they need right away, they can look around, or search.



    But that’s one of the problems. Users have to REMEMBER to go there, THINK to go there, be MOTIVATED ENOUGH to go there.



    Web is always there, like a ROCK.



    And it SITS there like a ROCK until we drive people there.



    And that’s where the paper and scissors come in.


  • BUT FIRST a new metaphor :P



    If I had a nickel for every time I hear “Visit our website at...”



    Not that that’s not a good idea. It is! But when we say that we’re relying on the user to take the action, go to trouble.



    We need ways of REMINDING users to come to the website.



    Just in time. Keeping the web top of mind as an OPTION.



    The Hounds are able to go into the bushes and flush out the critters.



    And remember, it has to be CHEAP.
  • EMAIL is a great PUSH channel with lots of CONTROL.



    Control the: Timing, personalization, a nice targeted message.



    It’s MEASURABLE. You can monitor who opened, how many times, who clicked, on what links, who forwarded.



    We’ve all gotten really good at working through the inbox quickly. Identify and remove SPAM. But you still see the subject line, preview the message. Even when you don’t open, it’s another IMPRESSION on you.



    What do you opt into? What do you READ?




  • The other hounds we can use to drive game:



    SOCIAL MEDIA.



    We’re seeing the most play in: LinkedIn, Facebook and Twitter.



    Back to basics of communication: Step one is know your audience/user group. People congregate based on their PASSIONS and INTERESTS.



    Step two is create messaging (TOPICS) (CONTENT NUGGETS)



    SOCIAL = Participatory. Dialog. See Alan’s presentation after this one.



    You can learn a LOT about your audience, users, customers, employees, clients. Listen more than you talk.



    Firecat is doing a lot of this:



    Lurking strategy - participation strategy - seeding strategy


  • As a communications professional, you’re the DOCTOR.



    Your patient will come to you with a DIAGNOSIS. They may be right, they may not be. But what they are expert in is their pain. Where it hurts. Pay attention to that, it leads you to the right answers.
  • The CEO says he needs a blog.



    What is he REALLY saying?



    What do you prescribe?
  • What’s wrong with him having a blog?



    * Any blog is a content eater, must be constantly fed like a hungry baby bird.



    * Risks of misspeaking, unintended messaging is high



    * No one wants to read it!



    Instead, what do you prescribe?
  • BANNER ON THE HOME PAGE



    Because everyone is aware of the web site



    Because you have a known maintenance flow.



    Because you can. Because it’s fast - and cheap.
  • What do you prescribe?



    WHO is most likely to respond? Where do they congregate online?



    Even on your own website, where is THIS message likely to get the best notice?



    Seed links in social media



    Consider sending out targeted email



    Choose the right PLACE on the home page.




  • Stretch Your Budget with Integrated Online Strategy

    1. 1. STRETCH YOUR BUDGET WITH INTEGRATED ONLINE STRATEGY Susan Price IABC Workshop 2009 Tuesday, February 24, 2009
    2. 2. WHY ONLINE? Automated Asynchronous Expandable Updatable Multimedia Measurable Tuesday, February 24, 2009
    3. 3. WHY ONLINE? Automated Asynchronous Expandable Updatable Multimedia Measurable Tuesday, February 24, 2009
    4. 4. WHY ONLINE? Automated p ea Asynchronous h C Expandable Updatable Multimedia Measurable Tuesday, February 24, 2009
    5. 5. ROCK, PAPER, SCISSORS WEB :: EMAIL :: SOCIAL MEDIA Tuesday, February 24, 2009
    6. 6. WEB, EMAIL, SOCIAL MEDIA WEB :: EMAIL :: SOCIAL MEDIA Tuesday, February 24, 2009
    7. 7. ROCK THE WEB Self-service PULL channel High bandwidth delivery Rich media power Full range of options Stays there like a ROCK Tuesday, February 24, 2009
    8. 8. HOUNDS TO THE HUNTERS USE EMAIL AND SOCIAL MEDIA TO DRIVE TRAFFIC TO WEB Tuesday, February 24, 2009
    9. 9. PAPER THE INBOX Push channel Control timing Personalize Include links Targeted, brief Easy to overuse Tuesday, February 24, 2009
    10. 10. LIFECYCLE OF AN EMAIL Tuesday, February 24, 2009
    11. 11. LIFECYCLE OF AN EMAIL Tuesday, February 24, 2009
    12. 12. LIFECYCLE OF AN EMAIL Tuesday, February 24, 2009
    13. 13. SHRED SOCIAL MEDIA Go where the segment hangs out Participate and learn Provide content nuggets Include links Tuesday, February 24, 2009
    14. 14. AVOID SILOS NOT INVENTED HERE - NOT MY TABLE - NOT MY PROBLEM Tuesday, February 24, 2009
    15. 15. WHERE DOES IT HURT? DEVELOP YOUR BEDSIDE MANNER Tuesday, February 24, 2009
    16. 16. CASE: CEO BLOG Symptom: I need a blog Diagnosis: Value not understood Needs more visibility Needs to demonstrate mastery of new technology Tuesday, February 24, 2009
    17. 17. CASE: CEO BLOG Prescription: Email to employees or stakeholders Article or series on website Video of presentation highlights Tuesday, February 24, 2009
    18. 18. CASE: HOME PAGE BANNER Symptom: Run a big banner on our home page Diagnosis: Needs awareness about this offering Needs RESPONSE Tuesday, February 24, 2009
    19. 19. CASE: HOME PAGE BANNER Prescription: Get the message to Who the right audience What Where At the right time When Through the right Why channel How Multiple channels Tuesday, February 24, 2009
    20. 20. COWORKING FIRST FRIDAY OF THE MONTH: FIRECAT STUDIO Tuesday, February 24, 2009
    21. 21. INTERNET STRATEGY FOR BUSINESS HTTP://FIRECATSTUDIO.COM Tuesday, February 24, 2009

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