How to Win in a Digital Economy

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Winning in a Digital Economy requires 2 key steps.
Firstly establishing your online assets and secondly marketing them relentlessly. In this presentation we look at the challenges we have to be heard on a crowded web of over 500 million websites. The online assets you need to build to win and the fantastic four marketing strategies you need for your ideas to spread and be found by your customers and prospects.

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  • We live in an age of “Big Data“..which means there is more data than ever before. In one day we create 1.5 billion pieces of content, 200 million tweets and 2 million videos. Trying to make sense of the mountains and oceans of data that are now part of our knowledge world due to computers, mobiles and the web is a daily challenge. The challenge is what to
  • It is no longer just about building a website and hoping to be found amongst all that noise and clutter, It is not as simple as that anymore! You need to start changing your thinking and paradigm about the importance of web presence and start thinking about the making it a priority to build and establish your online assets. Analogy Business will spend 100,000 on a reception area that may only get 100 visitors a day while your website may have a 1,000 or more. Yet CEO’s will agonise over investing properly in their website. It is time to change your thinking about the importance of your digital assets when we are increasingly working and buying in a digital economy. What are the priorities?
  • Steve Jobs Interview People think design is how it looks but how it goes much deeper than that. It is how it works. You really need to Grok it.
  • Patrick Story You are competing not just with a store across the road. in your suburb and city but with a store on the other side of the world.
  • Ecommerce site Ebay Shopping portals Mobile
  • Mobile marketing, advertising and messaging. 1) SMS is the king of mobile messaging - 8 trillion text messages will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly. A2P - application to person SMS e.g. automated alerts from banks, offers from retailers, m-tickets is expected to overtake person to person SMS in 2016.• Is your opt-in CRM database part of that revolution? 2) Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6 billion in 2015, driven by search ads and local ads. In the US over half of U.S. mobile ad spending is local. Asia – Japan particularly – continues to dominate global mobile ad spend.• With US$2.5 billion in annual mobile ad revenues Google is the main recipient of mobile ad spend. To what types of mobile marketing do people respond best? In the UK and France opt-in SMS gets the best results, in Germany mobile Web ads get the best results. Source : http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
  • Story - Guido buying a t-shirt in the car
  • Organic word of mouth marketing takes time SEO takes time.
  • Organic word of mouth marketing takes time SEO takes time.
  • Organic word of mouth marketing takes time SEO takes time.
  • Organic word of mouth marketing takes time SEO takes time.
  • Organic word of mouth marketing takes time SEO takes time.
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • http://www.youtube.com/watch?v=nFeb6YBftHE&feature=related
  • How to Win in a Digital Economy

    1. 1. How to Winin a Digital EconomyCreator: Jeff BullasTwitter: @jeffbullas
    2. 2. The Challenges
    3. 3. How do you get found in a “universe of 500 million+ websites”?
    4. 4. How do you get found when there are 150 million blogs?
    5. 5. How do get found when there are over 200 billion internet display banner ads every 90 days?
    6. 6. How do you get found when every 60 seconds there are 700,000 searches
    7. 7. We are also stuck in the old marketing habits and paradigms
    8. 8. How does your business and brand cut through in an era of “Big Data”?“Every two days we create as much information as we did from the dawn of civilization up until 2003” - Eric Schmidt, 2010 (CEO of Google)
    9. 9. Amongst this noise, clutter and dated thinking, what are the steps to success online in a digital economy?
    10. 10. Step One: Design and Build your Online Assets
    11. 11. What are online assets?
    12. 12. WebsiteOnline Store Social Networks Mobile Platforms
    13. 13. Asset #1- Design and Develop your Website
    14. 14. Design and Develop your WebsiteDo you think your website in 2012 is like the one you built 4 or 5years ago? • Static – never changed • Text Based- images an afterthought • Needed to be programmed by the developer • One way communication • An optional requirement for business
    15. 15. Design and Develop your WebsiteThe “New” Generation Website • Content management system - CMS • Interactive – Blog, comments • Multimedia – Images, Video, Text • Consistent Content Publishing- Articles, PDF’s, News • Integrated – CRM, Accounting, Database • Social – Facebook, Twitter, YouTube
    16. 16. Design and Develop your WebsiteWhat is essential for a great business website? • Intuitive visual design
    17. 17. Design and Develop your WebsiteWhat is essential for a great business website? • Built on a robust technology platform
    18. 18. Design and Develop your WebsiteWhat is essential for a great business website? •It needs “Liquid” and “Linked” content
    19. 19. Design and Develop your WebsiteWhat is essential for a great business website? • It requires compelling “Multimedia” Content
    20. 20. Design and Develop your WebsiteWhat is essential for a great business website? • Tap into the power of the “Visual Social Web”
    21. 21. Design and Develop your WebsiteWhat is essential for a great business website? It needs to be “Integrated” with your business Examples: • Customer Relationship Management Systems • Warehouse distribution • Accounting • Databases • Email
    22. 22. Design and Develop your Website What is essential for a great business website? • It should be “social”
    23. 23. Design and Develop your WebsiteAsset #2. Design a successful ecommerce website
    24. 24. Design and Develop your WebsiteDesigning a successful eCommerce website•Use a robust eCommerce CMS technology platform•Make it easy for people to buy•Managed and editable without programming knowledge•Trusted•Offer a range of payment methods•Provide discounts and incentives•Personalize it•Embrace “Omni-Commerce”•Make it social•Optimise it for search
    25. 25. Design and Develop your WebsiteDesigning a successful eCommerce websiteThe rise of “Omni Channel” Commerce
    26. 26. Asset #3. Secure, Brand and Establish your Social Networks
    27. 27. Secure, Brand and Establish your Social Networks • Facebook – 900 million plus • Twitter – 500 million plus • YouTube – 2 Billion views per day • Google+ - over 250 million users • SlideShare – 29 million unique visitors mthly • LinkedIn – 160+ million members
    28. 28. Secure, Brand and Establish your Social Networks
    29. 29. Asset #4. Design and Establish your Mobile Sites and Apps
    30. 30. The smart phone is transforming communication, marketing andpublishing.The numbers • 5.9 billion phones • 1.2 billion smart phones • 490 million smart phones sold in 2011 • Over 300,000 apps developed in 3 years • Mobile apps downloaded 10.9 billion times “We have reached a mobile tipping point with mobile devices outselling personal computers”
    31. 31. The Mobile Essentials • Optimise your website for mobile • Design and develop an app for your online store “Read, view and buy anything, anytime, anywhere”
    32. 32. You have designed and developed your online assets: • The website • Your online Ecommerce store • The social networks • Mobile platforms but the journey has just begun!
    33. 33. The 3 Marketing Steps to SuccessStep One: Create a StrategyThis includes • Establish a clear vision • Define your target audience • Outline your goals • Plan and implement the marketing tactics to achieve those goals • Monitor, measure and modify • Persist with what works
    34. 34. Step Two: Take Multiple Channel Action Social Media Marketing Digital Assets SEO Paid Marketing Website,Blog,Online Store Email Marketing
    35. 35. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising
    36. 36. Step Two: Take Multiple Channel ActionChannel One: Paid Digital AdvertisingWhy Paid Online Marketing?It acts as a catalyst to be found online and accelerates the“velocity”, discovery and sharing of your brand
    37. 37. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” • Search - eg Google AdWords ($50 Billion US per annum as of 2012) • Social – Facebook Ads, LinkedIn Ads ($3 Billion US per annum)
    38. 38. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” Digital Advertising vs Print
    39. 39. Step Two: Take Multiple Channel ActionChannel One: Paid Digital Advertising - The fast track “Catalyst” The Rise of Social Network Advertising
    40. 40. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)
    41. 41. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)•Up to 90% of purchasing decisions start with an online search.•Organic online clicks account for 75% of all click thru’s•25% of all clicks are paid eg Google Adwords.
    42. 42. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)How important is it to be at the top of Google’s search results?•Ranking first on Google gets over 40% of all clicks•Ranking second receives just over 11% - coming second hasdistinct disadvantages – only ¼ of all clicks compared to firstranking•90% of all clicks occur from first page of search results.
    43. 43. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO)2 Keys for Optimizing your Websites for Search Engines • Onsite Search Engine Optimisation • Offsite Search Engine Optimisation.
    44. 44. Step Two: Take Multiple Channel ActionChannel Two: Search Engine Optimisation (SEO) • Onsite SEO – Optimise content and website • Offsite SEO – 6 - 12 month program of link building. Google values your site based on who you link to. It includes, research, implementing, modifying and patience
    45. 45. Step Two: Take Multiple Channel ActionChannel Three: Email marketing
    46. 46. Step Two: Take Multiple Channel ActionChannel Three: Email marketing “You own it, you have control and it is an asset you can build over time”
    47. 47. Step Two: Take Multiple Channel ActionChannel Three: Email marketing • Most used channel for personal communications - 45% • Checked daily by more users (91%) • The preferred channel for permission marketing - 77% • The channel that influences the most purchases - 66% • Preferred for financial (52%) and travel (43%) alerts • Preferred even by teens over all other direct channels for permission-based, marketing communications - 66%
    48. 48. Step Two: Take Multiple Channel ActionChannel Three: Email marketingTips • Select a Platform (eg Exact Target, Mail Chimp) • Design and Build an email template that is editable • Email clients regularly • Guide to high engagement, use 80% educational and 20% sales calls to action. Socialize and link to blog content • Provide incentives for prospects to opt-in to your email list eg a free ebook • Opt-in has high open rates • Make it easy (don’t ask for address, phone etc)
    49. 49. Step Two: Take Multiple Channel ActionChannel Three: Email marketingBig Tip • Provide incentives for prospects to opt-in to your email list eg a free ebook
    50. 50. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    51. 51. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe Exponential Marketing Power of Social Media
    52. 52. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe goal is to attract and engage your customers and prospects • Using liquid and linked content • On multiple social media channels • Using multimedia
    53. 53. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    54. 54. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    55. 55. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media MarketingSocial Media Amplifies your Content
    56. 56. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Accelerates the Spread of your Brand
    57. 57. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Makes you stand out from the crowd
    58. 58. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It is networking on steroids
    59. 59. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It can position you and your company as experts
    60. 60. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?Your business can now self publish
    61. 61. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhy Social Media Marketing?It facilitates trust –Edelman’s trust barometer
    62. 62. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingWhat social networks should you market on?Where your target market hangs out!
    63. 63. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing Marketing on Facebook
    64. 64. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Tips for B2C Companies • Welcome page • Provide an incentive for growing your Facebook “Likes” • Capture email subscriptions for your database • Offer specials • Publish content daily • Crowd sourced market research • Sell products on your Facebook store • Provide rich multimedia
    65. 65. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Case Study for B2C Companies
    66. 66. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Tips for B2B Companies • Video Channel with “How To” Tutorials • News Updates in Your Industry • Provide an Incentive for Growing your Facebook “Likes” • Capturing Email Subscriptions for your database • Targeting Decision Makers through Paid SMM • Market Research and Surveys • Promote your Thought Leaders
    67. 67. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingFacebook Case Study for B2B Companies
    68. 68. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    69. 69. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingTwitter Marketing Tips • Develop a targeted Twitter following • Listen, engage and communicate and build loyal followers in your community • Create a live feed on the corporate brand name to see what the world is saying about you • Tweet your online specials that link to a landing page • Tweet your content • Network and Create contacts on Twitter by retweeting their content
    70. 70. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingTwitter Case Study
    71. 71. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    72. 72. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingLinkedIn• Update your posts on LinkedIn after publishing• Participate in one of the 800,000 groups that is suitable for your target audience• Create your own group that doesn’t sell but provides a forum for your industry niche• Create Exclusive Content that requires registration• Advertise on LinkedIn from as little as $10 per day
    73. 73. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingLinkedIn Case Study B2B: Post Card Mania • Create compelling content • Build contacts • Join groups and contribute • Cold message contactsResults: In 12 Months they have generated 600 leads from a B2B audience
    74. 74. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    75. 75. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingThe call to action “landing page”
    76. 76. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    77. 77. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingYouTube Marketing Tips• Interview senior people in your industry – promote them, the law of reciprocity• Create information videos that inform clients while you sleep – leverages your time• Create Educational videos demonstrating expertise and thought leadership• Include videos in your online store to showcase and demo products (can increase conversion rates by 10-30%
    78. 78. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingCase Study: Orabrush
    79. 79. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    80. 80. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingSlideShare Marketing Tips • Turn your posts into PowerPoint presentations • Write a good headline • Include keyword tags • Promote your presentations on Twitter • Allow viewers to download your presentation • Post them to your Facebook page • In choose a license make it CC (Creative Commons)
    81. 81. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingCase Study: JeffBullas.com
    82. 82. Step Two: Take Multiple Channel ActionChannel Four: Social Media Marketing
    83. 83. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingBlogging Marketing Tips • Solve problems with your posts. • Provide “How To” articles • Write great headlines • Write easy to read articles • Use multimedia embed videos, images and screen shots • Post to multiple social networks • Create evergreen content • Be focused (stay on topic) • Repurpose offline and publish it online
    84. 84. Step Two: Take Multiple Channel ActionChannel Four: Social Media MarketingBlogging: Case Study
    85. 85. Step Three: Monitor, Measure, ModifyDigital marketing can be measured, it can be easilymodified, it takes away the guesswork. It is whereyour audience researches, finds entertainment andincreasingly buys.
    86. 86. Takeaways • Strategy not just tactics • Content is the foundation • Optimize for search • Make it easy to share • Think like a publisher • Build an online asset • Publish where your customers are • Implement the Hub & Spoke model • Use paid as the catalyst • Be patient and persist
    87. 87. “Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence anddetermination alone are omnipotent”- - Calvin Coolidge - US President

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