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DIGITALSTRATEGY   & why you need one.                  #CNMC12               By @ppadley      www.PatrickPadley.com
PAT PADLEY• Digital Strategist at DEG – Kansas City• KC Ad council member, SQPN podcaster and board member.• Leads/execute...
WE ARE DEG           • Founded in 1999 in Overland Park, KS  • 100+ associates, strategists, designers and developers     ...
WHAT WE DO                         #CNMC12                         @ppadley             www.patrickpadley.com
Digital by the numbers                                 #CNMC12                                 @ppadley                   ...
YOUTUBE IS #2• YouTube is now the second most used search  engine in the world.• Over 4 billion hours of video are watched...
955 MILLION                        …active users on Facebook.• More than 50% of its active users log on to  Facebook every...
400 MILLION                           …tweets per day.• Every day, the world writes more than the  equivalent of a 10 mill...
#CNMC12            @ppadleywww.patrickpadley.com
Customer Journey is Evolving• How do we use disruptive technology to get closer to  customers, to improve relationships an...
#CNMC12            @ppadleywww.patrickpadley.com
"Your website isnta destination. Getover yourself.”(you need a digital strategy)                                          ...
TODAY’S OBJECTIVES• Educate and provide perspective.• Help you understand how why your digital  marketing efforts are impo...
Church Marketing How does Christianity fit in to a consumer oriented society?                               #CNMC12       ...
Hedonism“If it feels good, do it.”                                 #CNMC12                                 @ppadley       ...
Minimalism“What‟s the least I cando to get to heaven?”                                #CNMC12                             ...
Individualism“What‟s in it for me?”                                #CNMC12                                @ppadley        ...
#CNMC12            @ppadleywww.patrickpadley.com
The Disconnect It‟s not the message. It‟s the delivery.                               #CNMC12                             ...
How do we breakthrough the clutter?                               #CNMC12                               @ppadley          ...
The Vatican               Diocese/Archdiocese       Churches and Parishes                 #CNMC12                         ...
We should not settle foranything different thana fortune 500 brand?                               #CNMC12                 ...
Is social media theanswer?                                  #CNMC12                                  @ppadley             ...
SOCIAL MEDIA                       isn’t replacing anything.• Social is not a strategy• It should be “with” not “instead o...
INTEGRATEDMARKETINGAPPROACH                     #CNMC12                     @ppadley         www.patrickpadley.com
INTEGRATED APPROACHAll channels support each other:• Website• Email• Search• Social• Mobile• Direct Mail• Print• PR/Events...
1.Objectives2.Strategy3.Tactics                           #CNMC12                           @ppadley               www.pat...
Objective*What are we trying toaccomplish?*(must be measureable)                                     #CNMC12              ...
StrategyA                    B                       #CNMC12                       @ppadley           www.patrickpadley.com
Tactics• How we get this  accomplished.(the details)                                #CNMC12                               ...
CASE STUDY                         #CNMC12                         @ppadley             www.patrickpadley.com
#CNMC12            @ppadleywww.patrickpadley.com
#CNMC12            @ppadleywww.patrickpadley.com
#CNMC12            @ppadleywww.patrickpadley.com
Use the sametools/techniques thatmodern brands use.                               #CNMC12                               @p...
Tactics + Tips                             #CNMC12                             @ppadley                 www.patrickpadley....
EMAIL TACTICS• If you don‟t have an email list, start one.• Send emails based on segments.   – Location   – Parish activit...
EMAIL TACTICS• “Value Add”   – objective, educational information• 1-click sign-up field on every page of your  website.• ...
EMAIL TACTICS                                              Facebook                            Sweepstakes or     Sign-Up ...
#CNMC12            @ppadleywww.patrickpadley.com
SEARCH• Pay Per Click• Search Engine Optimization   – PPC vs. SEO (“pay” vs. “pray”)                                      ...
Paid ListingsOrganic Search
SEARCH                     #CNMC12                     @ppadley         www.patrickpadley.com
FACEBOOK TACTICS• The average Facebook page reaches less  than 8% of their fans daily.• Most fans interact with your page ...
#CNMC12            @ppadleywww.patrickpadley.com
UNDERSTANDINGFEEDS        vs.                            #CNMC12                            @ppadley                www.pa...
FACEBOOK TACTICS                                             Facebook                                            Engagemen...
4:1 RULE                          It‟s not about you.                 “If you build it, they won‟t come.”                 ...
TWITTER• Twitter is like gigantic gushing stream or river of many  things…• Your followers will not see everything you pos...
TWITTER• Stop talking about yourself.• Search for and use local #hashtags• Respond to check-ins• Share the love >> ReTweet...
#CNMC12            @ppadleywww.patrickpadley.com
WHY MOBILE• Mobile devices are accessible to consumers of all  income levels ($30 mobile phone vs. $1500 laptop)• Smart ph...
HOW TO GET IT DONE• Use internal resources• Talk to your diocese communication director• Utilize outside resources for gui...
DIGITALSTRATEGY          & why you need one.                         #CNMC12Questions?            By @ppadley             ...
CNMC: Digital Strategy and Why You Need One
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CNMC: Digital Strategy and Why You Need One

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Patrick Padley shares his expertise, industry insight and how you can adapt the strategies used by major brands for your Catholic organization. You can learn more at: http://www.patrickpadley.com

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CNMC: Digital Strategy and Why You Need One

  1. 1. DIGITALSTRATEGY & why you need one. #CNMC12 By @ppadley www.PatrickPadley.com
  2. 2. PAT PADLEY• Digital Strategist at DEG – Kansas City• KC Ad council member, SQPN podcaster and board member.• Leads/executed/advised digital efforts for Lee Jeans, Rockport, Timberland, Hallmark and Bushnell #CNMC12 @ppadley www.patrickpadley.com
  3. 3. WE ARE DEG • Founded in 1999 in Overland Park, KS • 100+ associates, strategists, designers and developers • Significant work across a number of verticals • Community involvement is a core value #CNMC12 @ppadley www.patrickpadley.com
  4. 4. WHAT WE DO #CNMC12 @ppadley www.patrickpadley.com
  5. 5. Digital by the numbers #CNMC12 @ppadley www.patrickpadley.com
  6. 6. YOUTUBE IS #2• YouTube is now the second most used search engine in the world.• Over 4 billion hours of video are watched each month on YouTube http://www.youtube.com/t/press_statistics #CNMC12 @ppadley www.patrickpadley.com
  7. 7. 955 MILLION …active users on Facebook.• More than 50% of its active users log on to Facebook every day.• The average user has 130 friends.• More than 543 million active users access Facebook through their mobile devices. www.facebook.com/press #CNMC12 @ppadley www.patrickpadley.com
  8. 8. 400 MILLION …tweets per day.• Every day, the world writes more than the equivalent of a 10 million-page book in Tweets or 8,163 copies of Leo Tolstoy‟s War and Peace. http://blog.twitter.com #CNMC12 @ppadley www.patrickpadley.com
  9. 9. #CNMC12 @ppadleywww.patrickpadley.com
  10. 10. Customer Journey is Evolving• How do we use disruptive technology to get closer to customers, to improve relationships and enhance experiences?• Expectations and Personalization• Mediums and Channels• More Sources of Influence confidential and proprietary
  11. 11. #CNMC12 @ppadleywww.patrickpadley.com
  12. 12. "Your website isnta destination. Getover yourself.”(you need a digital strategy) #CNMC12 @ppadley www.patrickpadley.com
  13. 13. TODAY’S OBJECTIVES• Educate and provide perspective.• Help you understand how why your digital marketing efforts are important.• Provide you with specific, actionable tips and techniques, that you can go do now. #CNMC12 @ppadley www.patrickpadley.com
  14. 14. Church Marketing How does Christianity fit in to a consumer oriented society? #CNMC12 @ppadley www.patrickpadley.com
  15. 15. Hedonism“If it feels good, do it.” #CNMC12 @ppadley www.patrickpadley.com
  16. 16. Minimalism“What‟s the least I cando to get to heaven?” #CNMC12 @ppadley www.patrickpadley.com
  17. 17. Individualism“What‟s in it for me?” #CNMC12 @ppadley www.patrickpadley.com
  18. 18. #CNMC12 @ppadleywww.patrickpadley.com
  19. 19. The Disconnect It‟s not the message. It‟s the delivery. #CNMC12 @ppadley www.patrickpadley.com
  20. 20. How do we breakthrough the clutter? #CNMC12 @ppadley www.patrickpadley.com
  21. 21. The Vatican Diocese/Archdiocese Churches and Parishes #CNMC12 @ppadley www.patrickpadley.com
  22. 22. We should not settle foranything different thana fortune 500 brand? #CNMC12 @ppadley www.patrickpadley.com
  23. 23. Is social media theanswer? #CNMC12 @ppadley www.patrickpadley.com
  24. 24. SOCIAL MEDIA isn’t replacing anything.• Social is not a strategy• It should be “with” not “instead of”.• Can extend and facilitate and, but it does not replace. #CNMC12 @ppadley www.patrickpadley.com
  25. 25. INTEGRATEDMARKETINGAPPROACH #CNMC12 @ppadley www.patrickpadley.com
  26. 26. INTEGRATED APPROACHAll channels support each other:• Website• Email• Search• Social• Mobile• Direct Mail• Print• PR/Events #CNMC12 @ppadley www.patrickpadley.com
  27. 27. 1.Objectives2.Strategy3.Tactics #CNMC12 @ppadley www.patrickpadley.com
  28. 28. Objective*What are we trying toaccomplish?*(must be measureable) #CNMC12 @ppadley www.patrickpadley.com
  29. 29. StrategyA B #CNMC12 @ppadley www.patrickpadley.com
  30. 30. Tactics• How we get this accomplished.(the details) #CNMC12 @ppadley www.patrickpadley.com
  31. 31. CASE STUDY #CNMC12 @ppadley www.patrickpadley.com
  32. 32. #CNMC12 @ppadleywww.patrickpadley.com
  33. 33. #CNMC12 @ppadleywww.patrickpadley.com
  34. 34. #CNMC12 @ppadleywww.patrickpadley.com
  35. 35. Use the sametools/techniques thatmodern brands use. #CNMC12 @ppadley www.patrickpadley.com
  36. 36. Tactics + Tips #CNMC12 @ppadley www.patrickpadley.com
  37. 37. EMAIL TACTICS• If you don‟t have an email list, start one.• Send emails based on segments. – Location – Parish activities – Interest #CNMC12 @ppadley www.patrickpadley.com
  38. 38. EMAIL TACTICS• “Value Add” – objective, educational information• 1-click sign-up field on every page of your website.• Prominent „Share with a Friend‟ buttons.• Optimize email for mobile. #CNMC12 @ppadley www.patrickpadley.com
  39. 39. EMAIL TACTICS Facebook Sweepstakes or Sign-Up Paid Search Promotions Copy Online Co- Email Registration Append Post- Lead purchase Generation acquisition Refine Email websiteCollection List Event Collection Growth #CNMC12 @ppadley www.patrickpadley.com
  40. 40. #CNMC12 @ppadleywww.patrickpadley.com
  41. 41. SEARCH• Pay Per Click• Search Engine Optimization – PPC vs. SEO (“pay” vs. “pray”) #CNMC12 @ppadley www.patrickpadley.com
  42. 42. Paid ListingsOrganic Search
  43. 43. SEARCH #CNMC12 @ppadley www.patrickpadley.com
  44. 44. FACEBOOK TACTICS• The average Facebook page reaches less than 8% of their fans daily.• Most fans interact with your page in the “feed”• Brand your page. #CNMC12 @ppadley www.patrickpadley.com
  45. 45. #CNMC12 @ppadleywww.patrickpadley.com
  46. 46. UNDERSTANDINGFEEDS vs. #CNMC12 @ppadley www.patrickpadley.com
  47. 47. FACEBOOK TACTICS Facebook Engagement Facebook ADS Intranet / Out Collect of Office Dedicated Sweepstakes or Promotions Email Campaigns Traditional Ecommerce Media URL References references Facebook“Give to Get” Event Contesting “Like” Sign-Ups Growth #CNMC12 @ppadley www.patrickpadley.com
  48. 48. 4:1 RULE It‟s not about you. “If you build it, they won‟t come.” Follow the 4:1 RuleFor every ONE social object (piece of content) that isabout you, there needs to be FOUR social objects that are:• informative• inspirational• entertaining• engaging• re(marketable)• promote others #CNMC12 @ppadley www.patrickpadley.com
  49. 49. TWITTER• Twitter is like gigantic gushing stream or river of many things…• Your followers will not see everything you post. The more you Tweet, your chance of being “noticed” in the huge river of Tweets increases.• @replies are the “email” of Twitter• Time of day DOES matter.• Use scheduling tools if you can. #CNMC12 @ppadley www.patrickpadley.com
  50. 50. TWITTER• Stop talking about yourself.• Search for and use local #hashtags• Respond to check-ins• Share the love >> ReTweet #CNMC12 @ppadley www.patrickpadley.com
  51. 51. #CNMC12 @ppadleywww.patrickpadley.com
  52. 52. WHY MOBILE• Mobile devices are accessible to consumers of all income levels ($30 mobile phone vs. $1500 laptop)• Smart phones make the Web available everywhere, and anytime• Think “mobile first”• Mobile is location-aware almost 100% of the time #CNMC12 @ppadley www.patrickpadley.com
  53. 53. HOW TO GET IT DONE• Use internal resources• Talk to your diocese communication director• Utilize outside resources for guidance, education & thought leadership – Find an agency that will teach you how to fish #CNMC12 @ppadley www.patrickpadley.com
  54. 54. DIGITALSTRATEGY & why you need one. #CNMC12Questions? By @ppadley www.PatrickPadley.com

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