Emily Reeves presented to the Accounting and Financial Women's Association of central Arkansas about planning their professional digital presences, whether for themselves as an individual or as a company.

1. presented by:
Emily Reeves
Director of
Digital Innovation
& Insight Planning
May 21, 2013
PlanningYour Digital Presence

2. Presented to:
Accounting & Financial Women’s Alliance
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3. Trends
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4. The rate at which new products,
services, platforms, channels, etc.
are churned out means that apart
from having to spend a large part of
your working week just keeping up,
the new and emerging trends and
strategies mean that you can never
rest on your laurels.
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5. Digital Planning
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6. Stop thinking about the tools and
starting thinking about the results.
Think about social media, mobile
and web across paid, earned and
owned media, all as a holistic digital
strategy that drives desired
experiences and outcomes.
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9. The Mandatories
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• Listening and monitoring.
• Responding rapidly.
• Building a customized community.
• Providing education and information.
• Delivering customer service.
• Measuring and optimizing.

10. Best Practices
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• Leverage existing, consumer-facing channels.
• Use custom-branded sites.
• Issue challenges and competitions.
• Create a movement and a community.
• Use the power of mobile.
• Test and learn.

11. Channel Planning
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12. Mapping the Digital Message:An Example
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13. Mapping the Digital Message:An Example
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14. Content Planning
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15. How To TellYour Story
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Photos
Infographics
Videos
Consumer
Content
Words
Branded
Content

16. Photos
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10% of all
photos taken by humankind
were taken in the last
12 months.
70% of all
activity inside
social media
involves a photo

17. Photos
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Photos are not just decoration!
Use them:
• as navigation instead of buttons
• to humanize your brand
• to “show” instead of “tell”

18. Photos
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19. Photos
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20. Video
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21. Video
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Websites that contain video hold
a viewer’s attention more than
2 minutes longer than sites without.
Video in search results have a
41% higher click-through
rate than plain text results.

22. Video
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23. Video
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24. Words
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People read 25% slower on a computer
screen than on paper.

25. Words
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Best practices:
• Break text into chunks

26. Words
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Best practices:
• Break text into chunks
• Know your device

27. Words
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Best practices:
• Break text into chunks
• Know your device
• Bullets are better than paragraphs
See?

28. Words
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Best practices:
• Break text into chunks
• Know your device
• Bullets are better than paragraphs
• Use the words your target uses

29. Words
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30. Words
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31. Words
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32. Words
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33. Infographics
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“Although I expect policy to follow the usual gradualist
pattern, the pace of tightening will of necessity
respond to evolving economic conditions, particularly
the strength of the ongoing recovery in the labor
market and developments on the inflation front.”

34. Infographics
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35. Consumer Content
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36. Branded Content
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37. Digital Measurement
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38. All digital efforts can effect and
influence each other. Look at them
comprehensively.
Integrating social media into other
efforts can show ROI. Social media
should not be measured in terms of
fans or followers.
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39. Reach Engagement Conversions
Visits
Content reach
Impressions
Page views
Visit duration
New “likes”
Post activity
Click-throughs
Contest entries
Newsletter sign-ups
Coupon downloads
Video views
Any activity that
indicates movement
to sale
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40. Emily Reeves
@Reeves501
www.msadverthinker.com
@stoneward
www.stoneward.com
www.waitingfortheelevator.com
Thank you.