here is a presentation I did when I was in Edinburgh - I was presenting to Tayburn a small agency who were looking for a Head of Digital to work wihtin their team and go

1. INTRODUCTION

2. Business Development

3. Digital marketing the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour. strategy

4. Strategic eMarketing cultural insights TRIBE DEFINITION technology insights ROLE OF THE CHANNEL VOC SOLUTIONS INFRA CSTMR EXP CRTVE EXP creative business solution DELIVER BRAND VALUE content insights DRAW FROM POPULAR CULTURE context insights VALUE PROPOSITION VOC CSTMR EXP VOC CSTMR EXP CRTVE EXP

6. Target audience reports

7. Industry reports

8. Sentiment metrics

9. TGI

10. Comscore

11. Your brand position

12. Your own research

14. Confusion in the market place

15. Customer perception that they need to do “something”

16. 2009 estimate – (9m) 23% will switch

17. 3 Million Switch online

18. 80% switched because of price

20. Insight: “SWITCHING IS AVOIDABLE IF YOU ENGAGE YOUR CONSUMER”

21. Digital strategy is based on: data | business case | brand

22. Digital marketing the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour. technology

24. A proposition to UNICEF CAPABILITY & SCALABILITY

25. Capability Core strengths in data, technology, communications and creativity Selected best in class technologies to create a bespoke solution for your business needs Coordinated into a single SLA One provider to answer your business needs

26. Scalability Costs are modular, so can be prioritised Allows flexibility in a challenging economic climate Ability to embrace new online technologies Future proof solution

27. Solution overview A Future Proofed “best fit” technology solution which underpins UNICEF’s business and marketing needs

29. Provides out of the box functionality

30. Multi-lingual and full character support

31. Workflow and Translation management

32. Integrated social media support

33. Extensive roadmap of future functionality16 EPISERVER CMS Version 5 chosen solution. Content management solution to provide a single location for rapid website deployment and email construction.

34. “Don’t sell technology – sell a relationship”

35. Technology supports: How and what gets implemented

36. Digital marketing the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour. IA UXP Design Creative

37. Digital development Information Architecture manages what the client wants to say to it’s consumers UXP is how the consumers will interact with what is being said… A ‘bon marriage’ that influences creative and design and ultimately the success of digital marketing campaign

38. Process Business Objectives Type of browser DDA Compliance Internal Platforms Bandwidth issues etc Platform Specifications Discovery Target Audience Competitor Analysis TGI Comscore Forrester Twitter Alterian etc User Profiles Strategy / Planning Gap Analysis Key User Journeys Content Strategy 1 2 3 4 5 Design Iterative Functional Specification Technical Specifications Development Information Architecture User Experience Design Site map Wire Frames Taxonomy Nomenclature Concept Design Back End Build Look and Feel Deployment User Acceptance Testing SEO Front End Build QA

40. Designer

41. Copywriter

43. Technical Requirements (database, forms, flash)

44. Copy – Sample copy and headlines

45. Design – Scamps and storyboards

53. Management of quality Creatives | Developers | Analysts

54. Digital marketing the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour. eCRM

55. eCRM Brand Perception Business Opportunity INSIGHT PROPOSITION CONTENT TOUCHPOINTS USER DATA

56. Channels Search engines & affiliates Email Banners Social media Mobile TV & radio

57. Social Media “Your brand is what Google says your brand is, not what you say your brand is.” – Chris Anderson Editor of Wire Author of “the long tail”

58. YORKSHIRE BANK : DIPITY Dipity results on search “yorkshire bank” taken on 2nd November 2009

59. Twitter TWITTER is microblogging site that allows users to say anything to anyone. Embedding links to sites and generally sharing information. Here is a snapshot of top 7 results for both brands in Tweetdeck. There are some positive and some negative messages in the two columns illustrated. Tweetdeck is a tool that allows users to organise their tweets and search for specific terms.

60. Google Sidewiki Google sidewiki is new tool that allows anyone to comment on any internet page. The basic idea is that every page on your site now comes with a publicly accessible discussion board that cannot be moderated. This illustration shows how easy it is for anyone to comment on their interactive experience. Google have a content policy to control content.

61. Google Alerts & News Google Alerts can be set up to send daily emails that contain lists of relevant articles and content associated with brand terms and products. Here are two snapshots of searching for Clydesdale and Yorkshire bank.

62. Mobile

63. eCRM Dick Dastardly - “Do something!”

64. Project Management Delivery is key to pitch winning PRINCE 2 Agile / Scrum Cost and budget controls Client Management – work with Account Teams

66. Phased Approach and Key Deliverables 43

67. SUMMARY

68. Tayburn business goals

69. Client facing Strategy Implementation Project Manager Information Architect Delivery Analyst Leader DIGITAL