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The Fundamentals of Digital Engagement


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The Fundamentals of Digital Engagement: Five Key Challenges Facing Digital Professionals in 2014.

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The Fundamentals of Digital Engagement

  1. 1. The Fundamentals of digital engagement ------------------------------------Five key challenges facing digital professionals in 2014
  2. 2. Simon Nash - @simonnash ----------------------------------------Planning Director, Reading Room --------------------------------
  3. 3. Some of our consultancy clients
  4. 4. Successful engagement isn’t about tinkering with social media or starting a blog. It’s a major shift in thinking and requires co-ordinated action.
  5. 5. The Fundamentals of Digital Engagement -----------------------------------------------------------------Five key challenges facing digital professionals in 2014 ---------------------------------------------------Audiences – Strategy – Content – Multi-channel – Change
  6. 6. Technology is advancing at a bewildering pace Technology is advancing at a bewildering pace
  7. 7. Digital technologies are changing the way we sell and market products and services. Zip Car below allows me to rent a car by the hour using the web or a mobile app.
  8. 8. And they’re transforming the relationships we have with our audiences.
  9. 9. And then there’s the Internet of Things
  10. 10. The only constant is change itself. And the only organizations that will prosper in this context are those that adapt.
  11. 11. Challenge No.1 ----------------------------------------- Understanding your audience -----------------------------------------
  12. 12. Culture is increasingly embracing the opportunities afforded by new technologies with open arms.
  13. 13. People are now integrating the internet seamlessly into their daily lives using an increasing range of devices to access the internet at home, at work and on the move.
  14. 14. New styles of interaction are driving the development of new formats of bite sized content & image led platforms like Snapchat & Pinterest
  15. 15. “There are 200 million people on the U.S. ‘Do Not Call’ list. Over 86% of TV viewers admit to skipping commercials. Forty-four percent of direct marketing is never opened. Roughly 99.9% of online banners are never clicked. Buyers wait until they have completed 60-80% of their research before reaching out to vendors” Michael Brenner, Senior Director of Global Marketing at SAP
  16. 16. Major companies like BT are taking these changes very seriously. Hiring analysts to understand how they need to adapt their services channels for hyper connected customers.
  17. 17. Our audiences expect transactions and experiences to be increasingly seamless and connected as they wander aimlessly between on and offline touch-points.
  18. 18. And the way they interact with us has changed too; they share their experiences with their networks in real time. Instagramming meals and checking in on Foursquare is a common and helpful behaviour.
  19. 19. EE discovered the ‘viral’ nature of negative customer feedback And the way they interact with us has changed too; they share their experiences with their networks in real time.
  20. 20. And the way they interact with us has changed too; they share their experiences with their networks in real time. Their weak ‘explanations’ were seen by tens of thousands of people on Twitter.
  21. 21. And the way they interact with us has changed too; they share their experiences with their networks in real time. And they learned the need to manage crises swiftly & effectively after O2 stepped in.
  22. 22. Traditional barriers between organizations and their audiences are giving way to new forms of relationship. Transactions have gone beyond the confines of simple monetary exchange and people are increasingly playing a participatory role in campaigns and product development and engaging in dialogue about services .
  23. 23. New expectations are being set by innovative and progressive organizations who are blessed with either the agility or the budget to set new benchmarks for the way we interact with our audiences. Are you fortunate to work in a progressive office like this?
  24. 24. Meanwhile the rest of us are all playing catch-up – we have to take established processes, entrenched technology, decades of experience and conservative organisational mindsets – and steer our organisations toward bold new frontiers. Or like most people do you work in a more traditional oranisation.
  25. 25. Challenge No.2 ----------------------------------------- Developing a coherent strategy -----------------------------------------
  26. 26. Most organizations seem to be facing the same basic challenge. We’ve been on the back foot, developing platforms & infrastructure and adopting new channels & technologies.
  27. 27. Whilst we’ve kept our audience in mind, the limitations enforced by organisational structure, marketing imperatives and operational processes have conspired against us.
  28. 28. Generally, despite individual successes this path has led to web presences cluttered with good intentions, inconsistent platforms, incoherent messaging and legacy campaign assets. Our audiences often have to wade through ‘digital landfill’ to access what they need - it’s a wonder they bother.
  29. 29. There are a vast number of digital options available to us. So how do we make the right choices?
  30. 30. “A good strategy has coherence, coordinating actions, policies, and resources so as to accomplish an important end. Many organisations don’t have this. Instead, they have multiple goals and initiatives that symbolize progress, but no coherent approach to accomplishing that progress other than ‘spend more and try harder’ “ Richard Rumelt – Good Strategy/Bad Strategy
  31. 31. You must set tangible strategic outcomes as objectives. Attention matters, but engagement itself is not an outcome.
  32. 32. Target 55+ males Using digital channels Convert from blends Upsell to higher SKUs Encourage advocacy
  33. 33. Taste The Glenlivet Awareness Consideration (amongst those who are aware but not buying TGL) Preference (vs. Glenfiddich, Glenmorangie) Brand I trust Brand for me Consumption / Sales regular buyers of TGL +58% +75% +113% +24% +37% 52%
  34. 34. Challenge No.3 ----------------------------------------- Giving your content a life of its own. -----------------------------------------
  35. 35. Content strategy used to mean thinking about what content you were going to put on the website, who was going to produce and approve it etc.
  36. 36. Content now lives well beyond your website and there are some key considerations that can make all the difference in ensuring your content is conveying your message effectively.
  37. 37. . A whole science has emerged in relation to the development, creation and deployment of content and its role in conveying your message implicitly & explicitly.
  38. 38. Concentrate on making your content interesting, entertaining, useful, helpful, & most of all, relevant.
  39. 39. The fine art of editorial calendars As interesting as your product message might be, the fact is that your audience is very unlikely to be sat at their desk waiting for you to issue your next product promotion. In order to grab their attention you need to think like a publisher and offer them a compelling reason to engage with your content, some sort of value exchange.
  40. 40. Think about what your content means to the end user. If they share it – what’s in it for them? “If I like your content it’s not because I like your brand it’s because I like my friends.” Henry Jenkins ‘Spreadable Media ‘
  41. 41. 2016 Campaign Size of Social Following 2015 Campaign 2014 Campaign Ongoing scheduled moderation and publishing according to strategy Time Don’t lurch between campaigns. Communicate and engage consistently in an always on fashion and grow your audience so that it can act as a platform for future engagement.
  42. 42. Embark on a journey from conversational engagement toward a storytelling narrative Conversational Content Led Narrative Led • • • • • • • • • • • • Responsive Promotional Engaging Positive Proactive Content creation Advocacy driven Campaigning Strategic Story telling Dialogue driven Always On
  43. 43. Inspiring visits to England with a thematic always on approach to content publishing and social engagement.
  44. 44. Focusing on experiences and inspiring visits.
  45. 45. Slice and dice and focus on spreadable formats Multiple formats increase the chances of engaging users who have a preference for a particular content type. And publishing on third party syndication sites increases your visibility in search results.
  46. 46. The growth of the multi-channel web means that structured content is growing in importance And don’t forget Google glasses, a car dashboard, an internet fridge…..
  47. 47. More visually appealing, more findable, better for SEO, incorporation of reviews and other data plus deep links into site sections and taxonomy.
  48. 48. More visually appealing, more informative and more likely to catch the eye in the newsfeed.
  49. 49. Structured Content Much more real estate, more visually appealing, more shareable and more likely to generate a site visit.
  50. 50. But if you are starting from scratch you can go deeper and prepare for the future. Foundations First
  51. 51. Challenge No.4 -------------------------------------------- Becoming a smooth ‘multichannel’ operator ---------------------------------------------
  52. 52. Urban Dictionary Definition: Smooth Operator Someone who can handle multiple situations in a fashion that can only be described as "Awesome, spectacular, and, above all else, awesometacular". Usually a smooth operator is someone who tends to be "on top of things", and is usually in control of any given situation. If he/she isn't in control of a situation, they usually find a way to gain control of it to make it more awesome for everyone involved.
  53. 53. Digital channels are expanding exponentially. 2009
  54. 54. Digital channels are expanding exponentially. 2013
  55. 55. Our audiences have adapted comfortably & they move seamlessly across channels & platforms both on and offline. But most organisations are failing to rise up to the challenge.
  56. 56. We need to consider experiences from our audience’s point of view.
  57. 57. Keep things neat and tidy!
  58. 58. Rethinking search for the multi-channel web. Findability not SEO
  59. 59. The Internet of Things has arrived and multi-channel experiences just gained a whole new dimension.
  60. 60. Unlock the potential of the multi-channel web CRM has been a buzzword for many years yet many organisations still struggle with unsatisfactory customer data and few have properly integrated their various touch-points. This is problematic because it introduces dissonance as your audiences move between them. But the real problem is that you cannot then identify people and use that information to add value to the experience.
  61. 61. Challenge No.5 ----------------------------------------- Moving from digital owner to digital leader. -----------------------------------------
  62. 62. Stuff Marketing control Stuff IT Manage Stuff we need to change
  63. 63. You simply cannot conceive or implement a successful digital strategy without collaborating with teams across the organisation. Operations Marketing Human Resources Product IT Dept
  64. 64. Culture Customer focused approach multi-channel customer engagement Marketing Operations Organic Growth (Silos, Fragmentation) Customer focused approach Technology
  65. 65. Culture Customer focused approach multi-channel customer engagement Marketing Operations Organic Growth (Silos, Fragmentation) Customer focused approach Technology
  66. 66. You need to develop a pan-organisational framework for engagement. Develop a distributed structure with guiding policies and enable teams to own implementation.
  67. 67. London Business School have placed engagement at the centre of their digital strategy and have invested across all of their digital channels to support this. We helped them develop an engagement strategy and a framework to support that.
  68. 68. So to summarise Five challenges facing digital professionals in 2014 • Understanding your audience • Developing a coherent strategy • Giving your message a life of its own • Becoming a smooth ‘multi-channel’ operator • Moving from digital owner to digital leader
  69. 69. More on this subject… Email: Yes please to More from Reading Room on Slideshare More from Reading Room on our blog
  70. 70. More on this subject… A practical guide to content marketing featuring insights gleaned from Reading Room projects and case studies provided by industry peers from a range of backgrounds. Recently presented at Internet World, this presentation by Simon Nash outlines the importance of connecting engagement activity with real world outcomes.
  71. 71. Thanks -----------------------------@ReadingRoomUK @SimonNash