This document discusses cross-channel digital strategies that every IT executive should know. It covers optimizing customer interaction strategies by leveraging customer feedback mechanisms to drive positive reviews and resolve issues. It also suggests making online reviews part of rewards and email marketing. For local presence strategies, it recommends focusing communications on low-performing locations, name, address, phone number listings, and obtaining inbound links. Case studies provide examples of integrating customer data across platforms and targeting customers to write reviews after engagements.

1. CROSS-CHANNEL
DIGITAL STRATEGIES
EVERY IT EXEC
SHOULD KNOW

2. AN
ANALOGY

7. OPTIMIZED SETUP

8. RECENT
EXAMPLE

9. ONLINE
INTERACTIONS
NEED PROTECTION
FROM BOTS/SPAM

10. SOLUTION

11. PROCESS OUTPUTS
INCLUDE MILLIONS OF
HUMANS INTERACTING
WITH PROMPT

12. WHAT IS GOOGLE (AI,
COMPUTERS) BAD AT?
IMAGE RECOGNITION

15. CROSS-CHANNEL
STRATEGIES

16. Two areas of digital:
Local
Presence
Customer
Interaction
01 02

17. CUSTOMER
INTERACTION

18. CUSTOMER
FEEDBACK AND
REWARDS
WHICH CHANNELS
ARE INVOLVED?
IT
Customer
Service
Marketing

19. CUSTOMER FEEDBACK
MECHANISMS
• Customer support
• Satisfaction surveys
• Consumer interviews

20. OUTPUT:
TIME-SENSITIVE
CUSTOMER INSIGHT

21. Results go to customer
service, market research
etc.
TYPICAL SETUP
Survey

22. OPPORTUNITY:
ONLINE REVIEWS

23. WHERE ARE PEOPLE REVIEWING
YOUR SITE ONLINE
Google Reviews
Yelp
TripAdvisor
Other niche review sites
Blogs
Forums

26. SURVEY FLOW
How was your stay at the
Hotel Monte Carlo?
Customer service rep

27. OPTIMIZED SETUP
Automated redirect
to target review
platform
Survey
Customer service
notified
CRM
Results go to
customer
service, market
research etc.

28. CUSTOMER INTERACTION
MECHANISMS
• Reward programs
• Email lists

29. TYPICAL SETUP
Customer signs
up for rewards
program
Added to
email list/CRM
Email
marketing

30. OUTPUT:
LOTS OF EMAILS

31. OPTIMIZED SETUP
Customer signs
up for rewards
program
Review site
user?
• Ask during
signup
• Use tools like
Yelp’s
“Find Friends”
feature
Traditional email marketing
while exploring review
opportunities
Email
segmentation
Review
prompt lists

32. EXAMPLE
REWARDS PROGRAM

33. REWARDS PROGRAM

34. DATA STORED IN
SALESFORCE
INTEGRATES WITH
MAILCHIMP

35. QUESTIONNAIRE: WHICH REVIEW
PLATFORMS DO YOU USE?
WHICH OF THE FOLLOWING REVIEW
PLATFORMS HAVE YOU USED IN THE PAST?
TripAdvisor
Google Reviews
Yelp

36. SEGMENT RESULTS AND USE META
INFO TO CREATE FURTHER LISTS

37. REVIEW PROMPTS AFTER
KEY ENGAGEMENTS

38. TRACK REVIEW RATING INCREASES

39. LOCAL PRESENCE

40. LOCAL PRESENCE
WHO SHOULD BE
INVOLVED?
IT
Communications
Marketing

41. LOCAL PRESENCE
MECHANISMS
• News placement
• Aggregator info
• Map listings

42. OUTPUT:
CUSTOMIZED
OUTREACH

43. TYPICAL SETUP
Communications PR Database Outreach Story

44. OPPORTUNITY:
DIGITAL VISIBILITY

45. LOCAL SEARCH

46. KNOWLEDGE PANELS

48. MOST LARGE, MULTI-LOCATION
BUSINESSES HAVE BOTH

49. NAP
NAME.
ADDRESS.
PHONE NUMBER.

50. INBOUND
LINKS

51. OPTIMIZED SETUP
Communications PR Database Outreach Story
Reference analytics to target low-
performing locations
Name, Address,
Phone Number
With a hyperlink to
local page

52. LOCAL PRESENCE
MECHANISMS
• News placement
• Aggregator info
• Map listings

53. OUTPUT:
LOCAL
OUTLINKING

54. TYPICAL SETUP
Local team
identifies attractions
occasionally creates
partnerships
Webmaster
builds out activities/
local area pages
Webmaster
adds outbound links to
attraction websites

55. OPPORTUNITY:
INCREASED LOCAL
RANKINGS

56. OPTIMIZED SETUP
Local team
identifies attractions
occasionally creates
partnerships
Webmaster
builds out activities/
local area pages
Webmaster
adds outbound links
to attraction websites
leverages
link/partnership
for inbound link
scrape search
results for mentions
Outreach to
obtain links

57. EXAMPLE
LOCAL LINKING

61. BUILD DOMAIN AUTHORITY

62. Topics Covered
Communications/
outreach
Customer
feedback
01 02
reviews
local
search

63. CUSTOMER INTERACTION
STRATEGIES
• Leverage customer
feedback mechanisms to
drive positive reviews and
resolve negatives
• Make your online reviews
part of the reward and
email marketing processes
LOCAL PRESENCE
STRATEGIES
• Make low-performing
locations, NAP, and
inbound links a
Communications focus
• Optimize local team
mechanisms to source
links from local listings and
partnerships

64. @dnlRussell
THANK YOU

65. Daniel Russell
Go Fish Digital
daniel@gofishdigital.com
QUESTIONS
@dnlRussell