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Digital Marketing Strategy
Table of Contents•   Overview•   Elements of a Digital Communications Plan•   Scheduling the Steps•   Executing the Campaign
Elements of a Digital Marketing Plan• Identify Brand    •   Listen• Determine         •   Connect  Parameters        •   E...
The State of Social Media Q4 2012• Social networks and blogs continue to dominate  American’s time online, now accounting ...
Why Integrate Social Media?Brands that are the most engaged insocial media saw their revenue growduring 2008 by 18 percent...
Why Integrate Social Media?• Critical to SEO (search engine optimization – the  art of making Web pages attractive to sear...
Listen   Connect   Engage   Publish                             Traditional                             media
Home Base
Define Your Brandyour brand is the promise you  make, and keep, to your        community.
Identify Your Brand• Who are you?• What business are you in?• What people do you serve?• What are the special needs of the...
Identify Your Brand  1          What is the          ONE THING          that you can          address with          author...
Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?
Define SMART Goals•   Specific•   Measurable•   Actionable•   Realistically high•   Time-bound
Focus Efforts on a Few   The “Big Three”
Listen• What are your customers  saying about you?• How do you KNOW?• How can you answer  customers’ questions  before you...
Listen• The quickest way to monitor content on the  Web is to use a feed reader with search  feeds, blogs and other conten...
Connect and Expand Your Network• Find people like you, or those who share  community interests and expand your network• Re...
Connect: Three Steps1. Upload contacts to Facebook and LinkedIn   profiles2. Add Twitter to LinkedIn to see what contacts ...
Connect and Expand Your Network
Engage -- Twitter
Connect -- Twitter
Engage• Reward fans• Be helpful• Connect your  network• Endorse others• Produce frequent,  quality content• Create meaning...
Develop Infrastructure• Web site   Study Shows Small• Blog       Businesses That Blog• Both?      Get 55% More            ...
Publish“Neither a press release nor a full-page adin The New York Times will boost yoursearch engine ratings as much as a ...
PublishSmall Businesses That Blog Get 55% MoreWebsite Visitors  – Tell the story behind the story  – Capture search engine...
Thank You!
Thank You!        Questions?mjaggers@jaggerscommunications.com
Digital marketing strategy cne april 2013
Digital marketing strategy cne april 2013
Digital marketing strategy cne april 2013
Digital marketing strategy cne april 2013
Digital marketing strategy cne april 2013
Digital marketing strategy cne april 2013
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Digital marketing strategy cne april 2013

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Digital marketing strategy cne april 2013

  1. 1. Digital Marketing Strategy
  2. 2. Table of Contents• Overview• Elements of a Digital Communications Plan• Scheduling the Steps• Executing the Campaign
  3. 3. Elements of a Digital Marketing Plan• Identify Brand • Listen• Determine • Connect Parameters • Engage• Define Goals • Publish• Develop • Evaluate Infrastructure
  4. 4. The State of Social Media Q4 2012• Social networks and blogs continue to dominate American’s time online, now accounting for nearly a quarter of total time spent on the internet.• 274.2 million Americans have internet access.• Pinterest is the emerging social network with 4.5 million unique visitors in October, 2011.• Americans spend more time on Facebook than they do on any other U. S. website.• Close to 40% of social media users access social media content from a mobile phone. http://blog.nielsen.com/nielsenwire/social/
  5. 5. Why Integrate Social Media?Brands that are the most engaged insocial media saw their revenue growduring 2008 by 18 percent while theleast engaged brands saw losses ofnegative 6 percent. http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  6. 6. Why Integrate Social Media?• Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).• Serves as a tool for internal collaboration and knowledge sharing.• Allows direct conversation and relationship building with your community.• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships. 6
  7. 7. Listen Connect Engage Publish Traditional media
  8. 8. Home Base
  9. 9. Define Your Brandyour brand is the promise you make, and keep, to your community.
  10. 10. Identify Your Brand• Who are you?• What business are you in?• What people do you serve?• What are the special needs of the people you serve?• With whom are you competing?• What makes you different from those competitors?• What’s the benefit? What unique benefit does a client derive from your service?
  11. 11. Identify Your Brand 1 What is the ONE THING that you can address with authority?
  12. 12. Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?
  13. 13. Define SMART Goals• Specific• Measurable• Actionable• Realistically high• Time-bound
  14. 14. Focus Efforts on a Few The “Big Three”
  15. 15. Listen• What are your customers saying about you?• How do you KNOW?• How can you answer customers’ questions before you’re even asked?
  16. 16. Listen• The quickest way to monitor content on the Web is to use a feed reader with search feeds, blogs and other content plugged in.
  17. 17. Connect and Expand Your Network• Find people like you, or those who share community interests and expand your network• Read lots of content, follow the communities’ blogs• Learn who makes up your network; who are fans and followers?• Enter contacts regularly into your social networks.
  18. 18. Connect: Three Steps1. Upload contacts to Facebook and LinkedIn profiles2. Add Twitter to LinkedIn to see what contacts are Twitter users3. Do research on Tweepz to discover additional contacts to follow on Twitter
  19. 19. Connect and Expand Your Network
  20. 20. Engage -- Twitter
  21. 21. Connect -- Twitter
  22. 22. Engage• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent, quality content• Create meaningful, long-lasting relationships
  23. 23. Develop Infrastructure• Web site Study Shows Small• Blog Businesses That Blog• Both? Get 55% More Website Visitors Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows- Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz1AfnFlYi0
  24. 24. Publish“Neither a press release nor a full-page adin The New York Times will boost yoursearch engine ratings as much as a regularlyupdated blog. The shortest, cheapest,fastest and easiest route to a prominentGoogle ranking is to blog often.” — Robert Scoble and Shel Israel “Naked Conversations”
  25. 25. PublishSmall Businesses That Blog Get 55% MoreWebsite Visitors – Tell the story behind the story – Capture search engine results – Share your information in a compelling way – Produce content to share across networks – Create brand loyalty
  26. 26. Thank You!
  27. 27. Thank You! Questions?mjaggers@jaggerscommunications.com

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