Case study about digital transformation of Diario Negocio (spanish newspaper), using digital strategy, social media integration, content marketing and drupal as the CMS.
The document describes B.E.C.O., a social reader app developed by PRISA Group to share its news content on Facebook. B.E.C.O. learns users' interests and delivers personalized news updates. It allows PRISA to monetize content through advertising and increases audience engagement. The business opportunity lies in accessing users where they consume news - on Facebook and mobile devices - and leveraging social sharing to drive traffic and loyalty.
Template to create a marketing programme. You will ask the basic and more important questions, Who (I recommend create buyer personas first), What, Why, Where, How and When.
The buyer persona is a short biography of the typical customer. It comments on the buyer’s background, daily activities, and how they deal with their current set of problems.
This document provides a rating scale to evaluate potential customers. It rates factors such as company size, budget, payment schedule, knowledge, and relationship length from 0-10, with 0 being unattractive and 10 attractive. A total score of 60 or above indicates a promising customer to build a relationship with. A score between 50-60 means to be careful as the customer could waste time and money. A score below 50 means to ignore the customer and move on.
Template to create a strategy. You can create a business or company strategy, but also based on the company strategy, you can also create functional strategies for Marketing, Sales, Human Resources, Communication, E-commerce and so on.
10 steps to salvation: Creating digital governance that worksKate Thomas
For organisations to succeed in the digital age, they need to adopt new frameworks and ways of working. The key to doing this is to dust off and turn inside-out existing governance frameworks, reinvigorating them with more nimble ways of working. Governance is no longer a separate policy or individual decision maker. It is everyone working in digital. It is every digital touch point and policy. It is the digital strategy, the customer strategy, the media strategy, the KPI framework, analytics, and SEO.
Twenty-first century governance is the supportive mesh of digital success.
Presented 01 Oct 2014 at Confab Europe Barcelona
http://confabevents.com/events/europe/program/10-steps-to-salvation-creating-digital-governance-that-works
Queen’s University Belfast - Digital Governance Framework
Overview of the Digital Governance Framework and Change Management framework a - the basis of our distributed content & centralised support model
Framework developed on themes by Lisa Welchman @lwelchman Kristina Podnar @kpodnar presented at Digital Governance Masterclass: Digital Governance by Design presented by ActiveStandards, London - Tuesday, April 28, 2015 at GRAND CONNAUGHT ROOMS, London, UK
The document describes B.E.C.O., a social reader app developed by PRISA Group to share its news content on Facebook. B.E.C.O. learns users' interests and delivers personalized news updates. It allows PRISA to monetize content through advertising and increases audience engagement. The business opportunity lies in accessing users where they consume news - on Facebook and mobile devices - and leveraging social sharing to drive traffic and loyalty.
Template to create a marketing programme. You will ask the basic and more important questions, Who (I recommend create buyer personas first), What, Why, Where, How and When.
The buyer persona is a short biography of the typical customer. It comments on the buyer’s background, daily activities, and how they deal with their current set of problems.
This document provides a rating scale to evaluate potential customers. It rates factors such as company size, budget, payment schedule, knowledge, and relationship length from 0-10, with 0 being unattractive and 10 attractive. A total score of 60 or above indicates a promising customer to build a relationship with. A score between 50-60 means to be careful as the customer could waste time and money. A score below 50 means to ignore the customer and move on.
Template to create a strategy. You can create a business or company strategy, but also based on the company strategy, you can also create functional strategies for Marketing, Sales, Human Resources, Communication, E-commerce and so on.
10 steps to salvation: Creating digital governance that worksKate Thomas
For organisations to succeed in the digital age, they need to adopt new frameworks and ways of working. The key to doing this is to dust off and turn inside-out existing governance frameworks, reinvigorating them with more nimble ways of working. Governance is no longer a separate policy or individual decision maker. It is everyone working in digital. It is every digital touch point and policy. It is the digital strategy, the customer strategy, the media strategy, the KPI framework, analytics, and SEO.
Twenty-first century governance is the supportive mesh of digital success.
Presented 01 Oct 2014 at Confab Europe Barcelona
http://confabevents.com/events/europe/program/10-steps-to-salvation-creating-digital-governance-that-works
Queen’s University Belfast - Digital Governance Framework
Overview of the Digital Governance Framework and Change Management framework a - the basis of our distributed content & centralised support model
Framework developed on themes by Lisa Welchman @lwelchman Kristina Podnar @kpodnar presented at Digital Governance Masterclass: Digital Governance by Design presented by ActiveStandards, London - Tuesday, April 28, 2015 at GRAND CONNAUGHT ROOMS, London, UK
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
Marketing and Social Media for Finance: trading & Investment Industry:
Front Operations: Marketing Merlin - Everything You Need to Know.
How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
Digiapolis is an interactive web development and marketing company focused on delivering opportunities to your business bringing bold marketing ideas, an effective use of technology, and a passion for execution.
The Content Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions, with The Co-operative Group’s Head of Digital & Social Media, Paul Morris, delivering the opening keynote speech.
When: Tuesday 26th January 2016
Where: The Castlefield Rooms, Manchester, M3 4LZ
Time: 9.00am to 1.00pm
Content Listening: Meredith Xcelerated Marketing is seeking a simple way to automate the collection, linking and visualization of a brand’s owned (web, mobile) and earned (social) content across the digital landscape. Today we only have parts automated requiring too much manual involvement. Further, we are not displaying the information in a relevant, consistent manner. This content mapping tool would be used to help our clients (Fortune 500 marketers) understand the opportunities and/or gaps across channels, topics, popularity and other attributes. While similar tools exist for social listening and/or sentiment analysis, we are really interested understanding the linkage of content.
http://connect.switchpitch.com/site/welcome/
To accompany my talk at Web Content 2010 I'm sharing this 90 Day Social Web Implementation Plan - Including my questionnaire for diving into the Social Web Governance and Policy Making.
Content shared by advocates performs 10 times better than content shared to paid channels, and seven times better than content in owned channels. That’s why smart brands are empowering their employees to create authentic brand content, including unique photos and videos.
As Employee Advocacy programs mature, companies are finding new ways to leverage the power of their brand ambassadors.
In this webinar, you will learn to boost your content marketing by empowering your employee advocates.
You will also learn:
• How to enable employee advocacy for content creation
• How to create collaboration between marketing and employee advocates
• Implementing and managing content strategies for your employees
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
The document provides an overview of BoB School, a 6-day entrepreneurship programme founded by Linzi Boyd. The programme teaches entrepreneurs how to build famous brands, maximize physical and non-physical assets, and disrupt their industries. It helps identify entrepreneurs' unique brand assets and build strategic plans to leverage channels, create compelling products, and launch effective marketing campaigns to achieve scale. Past students commend how the customized programme equipped them to strengthen their brands and businesses.
This document outlines key points from a webinar on building and operating a command center. It discusses the importance of having a common language and change management. It also covers establishing the command center with proper planning, onboarding, piloting and optimizing operations. Ensuring flawless operations requires managing scale and complexity, learning from other examples, and not underestimating administrative work. The webinar emphasizes that change is a journey, the center should bring value across the organization, and people are critical to success.
This document provides an overview of digital marketing services from 360IDEAS. It discusses their core competencies such as strategic planning, marketing, advertising, social media, and analytics. It also outlines their inbound marketing approach including acquiring traffic, generating fans, converting subscribers, and engaging prospects and clients. Key aspects of digital marketing are defined including having a strategy, measurement and optimization, joined-up customer-centered marketing, and focusing on engagement.
Linkedin Miniguide Five Steps For Crafting a Killer Social Recruiting StrategyAjumal Khan
1) The document outlines 5 steps for developing a killer social recruiting strategy: review goals, supercharge talent brand, harness employees, engage online, and measure success.
2) It emphasizes building a strong talent brand, engaging employees as ambassadors, targeting communications online, and using metrics like the Talent Brand Index to measure strategy effectiveness.
3) Key tactics include helping employees optimize profiles, sharing company stories/events, using LinkedIn Recruiter to build talent pipelines, and tracking metrics like offer acceptance rates and employee retention over time.
ADMA Forum 2010 is an unmissable event for any ambitious marketer looking to stay ahead of the competition and better their marketing performance. It's where Australia’s best multi-channel marketers gather, learn and network.
Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach.
By taking an insights-led, strategic approach to digital/social media marketing, it becomes easier to track -- allowing iteration over time to ensure real business results are met.
Bigbuzz agency capabilities deck q4 2017Kevin Kelly
Bigbuzz Marketing Group is an integrated marketing and advertising agency founded in 1996 that specializes in creating powerful brand relationships. They offer full-service capabilities including market research, branding, advertising, digital marketing, social media, video production, and analytics. Bigbuzz takes a collaborative approach and utilizes the latest techniques and technologies to develop strategic and creative solutions for their clients across various channels. They have an experienced team of professionals that work to effectively plan and execute all aspects of integrated marketing campaigns.
4As The Chief Digital Officer: Driving Digital Strategy and InnovationDonnovan Andrews
The Chief Digital Officer: Driving Digital Strategy and Innovation
On June 30, join Donnovan Andrews, Chief Advisor of Digital Media and Innovation, 4As, as he explores the multifaceted role of the Chief Digital Officer––and how this expanding role will drive industry innovation and help transform your business.
This document profiles several speakers available from Lewis PR, a public relations firm, to discuss topics related to PR, marketing, and digital strategy. It provides brief biographies of Morgan McLintic, Lucy Allen, Stephen Corsi, and Haley Hebert, executives at Lewis PR, as well as potential speaking topics and experience for each. It also lists the locations of Lewis PR offices worldwide and provides contact information.
The Role of Agile Marketing in Creating a World-Class Marketing TeamFrank Days
The document proposes a Marketing Maturity Model consisting of 5 levels that organizations can progress through: 1) Heroic Efforts, 2) Agile as Project Management, 3) Optimizing, 4) Agility and Speed, and 5) Remarkable Customer Experiences. Each level is characterized by increasing levels of strategic alignment, process maturity, people and team development, data use, and technology enablement. The goal of level 5 is for marketing to drive the organization in creating remarkable customer experiences through practices like having customer experience owners, minimum viable products, pi-shaped people, and using data and technology as competitive advantages.
Building a personal brand, getting active in social media, becoming a blogger - you are not alone in your fears. But it is time to become CEO of Brand You! This is bigger than just marketing. It's true for all employees at any company.
Listen to these tips and tricks recently presented to a large group of SAP employees where I delivered the message: now is the time to start taking charge of your personal brand.
social3i is a strategic consulting company focused on social marketing. With nearly 3 decades of experience in digital media, ecommerce, mobile and social media, they help clients develop holistic social media programs integrated into overall marketing efforts. Their services include customized research, ideation and planning, influencer marketing, social program development, and training. They work with mid-sized and large companies, especially in youth and sports markets.
How to create an Integrated Marketing Strategy in F & G Retail Elin Hansen
The document provides guidance on developing an integrated marketing strategy using social media for a retail business. It discusses setting goals and targets for social media marketing, developing content to engage audiences across different social platforms, and emphasizing listening to customers to inform the strategy. The key aspects are developing buyer personas, creating a mix of content types, and applying a strategic process of listening, setting goals, developing the strategy and tactics, and engaging customers.
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
Marketing and Social Media for Finance: trading & Investment Industry:
Front Operations: Marketing Merlin - Everything You Need to Know.
How to leverage Marketing Strategy, Lead generation and tracking to get a full scope customer acquisition and relation?
As digital and social evolves how can you get the best of your marketing, media buying, SEO and social media activities to increase your sales and retain customers, and make sure we build a strong data base and analytic insights?
Digiapolis is an interactive web development and marketing company focused on delivering opportunities to your business bringing bold marketing ideas, an effective use of technology, and a passion for execution.
The Content Leaders Masterclass will showcase a series of expert insights from five industry leaders who will share their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape.
The masterclass will provide client-side marketers with a unique learning experience through a series of engaging roundtable sessions, with The Co-operative Group’s Head of Digital & Social Media, Paul Morris, delivering the opening keynote speech.
When: Tuesday 26th January 2016
Where: The Castlefield Rooms, Manchester, M3 4LZ
Time: 9.00am to 1.00pm
Content Listening: Meredith Xcelerated Marketing is seeking a simple way to automate the collection, linking and visualization of a brand’s owned (web, mobile) and earned (social) content across the digital landscape. Today we only have parts automated requiring too much manual involvement. Further, we are not displaying the information in a relevant, consistent manner. This content mapping tool would be used to help our clients (Fortune 500 marketers) understand the opportunities and/or gaps across channels, topics, popularity and other attributes. While similar tools exist for social listening and/or sentiment analysis, we are really interested understanding the linkage of content.
http://connect.switchpitch.com/site/welcome/
To accompany my talk at Web Content 2010 I'm sharing this 90 Day Social Web Implementation Plan - Including my questionnaire for diving into the Social Web Governance and Policy Making.
Content shared by advocates performs 10 times better than content shared to paid channels, and seven times better than content in owned channels. That’s why smart brands are empowering their employees to create authentic brand content, including unique photos and videos.
As Employee Advocacy programs mature, companies are finding new ways to leverage the power of their brand ambassadors.
In this webinar, you will learn to boost your content marketing by empowering your employee advocates.
You will also learn:
• How to enable employee advocacy for content creation
• How to create collaboration between marketing and employee advocates
• Implementing and managing content strategies for your employees
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
The document provides an overview of BoB School, a 6-day entrepreneurship programme founded by Linzi Boyd. The programme teaches entrepreneurs how to build famous brands, maximize physical and non-physical assets, and disrupt their industries. It helps identify entrepreneurs' unique brand assets and build strategic plans to leverage channels, create compelling products, and launch effective marketing campaigns to achieve scale. Past students commend how the customized programme equipped them to strengthen their brands and businesses.
This document outlines key points from a webinar on building and operating a command center. It discusses the importance of having a common language and change management. It also covers establishing the command center with proper planning, onboarding, piloting and optimizing operations. Ensuring flawless operations requires managing scale and complexity, learning from other examples, and not underestimating administrative work. The webinar emphasizes that change is a journey, the center should bring value across the organization, and people are critical to success.
This document provides an overview of digital marketing services from 360IDEAS. It discusses their core competencies such as strategic planning, marketing, advertising, social media, and analytics. It also outlines their inbound marketing approach including acquiring traffic, generating fans, converting subscribers, and engaging prospects and clients. Key aspects of digital marketing are defined including having a strategy, measurement and optimization, joined-up customer-centered marketing, and focusing on engagement.
Linkedin Miniguide Five Steps For Crafting a Killer Social Recruiting StrategyAjumal Khan
1) The document outlines 5 steps for developing a killer social recruiting strategy: review goals, supercharge talent brand, harness employees, engage online, and measure success.
2) It emphasizes building a strong talent brand, engaging employees as ambassadors, targeting communications online, and using metrics like the Talent Brand Index to measure strategy effectiveness.
3) Key tactics include helping employees optimize profiles, sharing company stories/events, using LinkedIn Recruiter to build talent pipelines, and tracking metrics like offer acceptance rates and employee retention over time.
ADMA Forum 2010 is an unmissable event for any ambitious marketer looking to stay ahead of the competition and better their marketing performance. It's where Australia’s best multi-channel marketers gather, learn and network.
Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach.
By taking an insights-led, strategic approach to digital/social media marketing, it becomes easier to track -- allowing iteration over time to ensure real business results are met.
Bigbuzz agency capabilities deck q4 2017Kevin Kelly
Bigbuzz Marketing Group is an integrated marketing and advertising agency founded in 1996 that specializes in creating powerful brand relationships. They offer full-service capabilities including market research, branding, advertising, digital marketing, social media, video production, and analytics. Bigbuzz takes a collaborative approach and utilizes the latest techniques and technologies to develop strategic and creative solutions for their clients across various channels. They have an experienced team of professionals that work to effectively plan and execute all aspects of integrated marketing campaigns.
4As The Chief Digital Officer: Driving Digital Strategy and InnovationDonnovan Andrews
The Chief Digital Officer: Driving Digital Strategy and Innovation
On June 30, join Donnovan Andrews, Chief Advisor of Digital Media and Innovation, 4As, as he explores the multifaceted role of the Chief Digital Officer––and how this expanding role will drive industry innovation and help transform your business.
This document profiles several speakers available from Lewis PR, a public relations firm, to discuss topics related to PR, marketing, and digital strategy. It provides brief biographies of Morgan McLintic, Lucy Allen, Stephen Corsi, and Haley Hebert, executives at Lewis PR, as well as potential speaking topics and experience for each. It also lists the locations of Lewis PR offices worldwide and provides contact information.
The Role of Agile Marketing in Creating a World-Class Marketing TeamFrank Days
The document proposes a Marketing Maturity Model consisting of 5 levels that organizations can progress through: 1) Heroic Efforts, 2) Agile as Project Management, 3) Optimizing, 4) Agility and Speed, and 5) Remarkable Customer Experiences. Each level is characterized by increasing levels of strategic alignment, process maturity, people and team development, data use, and technology enablement. The goal of level 5 is for marketing to drive the organization in creating remarkable customer experiences through practices like having customer experience owners, minimum viable products, pi-shaped people, and using data and technology as competitive advantages.
Building a personal brand, getting active in social media, becoming a blogger - you are not alone in your fears. But it is time to become CEO of Brand You! This is bigger than just marketing. It's true for all employees at any company.
Listen to these tips and tricks recently presented to a large group of SAP employees where I delivered the message: now is the time to start taking charge of your personal brand.
social3i is a strategic consulting company focused on social marketing. With nearly 3 decades of experience in digital media, ecommerce, mobile and social media, they help clients develop holistic social media programs integrated into overall marketing efforts. Their services include customized research, ideation and planning, influencer marketing, social program development, and training. They work with mid-sized and large companies, especially in youth and sports markets.
How to create an Integrated Marketing Strategy in F & G Retail Elin Hansen
The document provides guidance on developing an integrated marketing strategy using social media for a retail business. It discusses setting goals and targets for social media marketing, developing content to engage audiences across different social platforms, and emphasizing listening to customers to inform the strategy. The key aspects are developing buyer personas, creating a mix of content types, and applying a strategic process of listening, setting goals, developing the strategy and tactics, and engaging customers.
How to create an Integrated Marketing Strategy in F & G Retail
Diario Negocio - Digital Strategy
1.
Diario
Negocio
Digital
Strategy
Study
Case
www.carloselopez.com
2. Carlose
Lopez
• Working
with
clients
defining,
planning
and
execu=ng
marke=ng
&
digital
strategies
• Vast
experience
in
marke=ng,
digital
transforma=on
&
change
management
Carlose
Lopez
www.carloselopez.com
3. Descrip4on
• Diario
Negocio
is
a
business
&
economy
newspaper
in
Spain
• Problems:
– Sta=c
website
(PDF
uploaded)
– No
digital
strategy
– No
digital
revenue
– No
social
media
presence
– No
digital
structure
/
integra=on
Carlose
Lopez
www.carloselopez.com
4. Strategy
Defini4on
• Workshops
with
the
top
management:
1. Define
mission
&
vision
2. Scan
environment
(SWOT)
3. Set
priori=es
4. Set
objec=ves
5. Create
strategy
6. Define
opera=onal
plans
7. Develop
&
manage
project
plans
Carlose
Lopez
www.carloselopez.com
5. Strategy:
Workshop
Results
Objec4ves:
news
portal,
Priority:
new
CMS
and
social
media
presence,
look
&
feel
digital
revenue
by
Q2
2010
Strategy:
To
make
everyone
at
Diario
Negocio
part
of
the
new
project
/
Internal
Communica=on
Management:
discovery,
Plan:
Zed
PM
leader,
defini=on,
design,
development
/
design
(3rd
development,
party),
450K,
6
months
deployment,
support
Carlose
Lopez
www.carloselopez.com
6. Strategy
Implementa4on
1. Align
digital
/
SM
/
marke=ng
strategy
with
business
goals
2. Segmenta=on
and
crea=on
of
“buyer
personas”
3. Content
Marke=ng
strategy
4. Planning
/
publishing
calendar
5. KPI’s
and
Metrics
6. Con=nuous
op=misa=on
7. Risk
analysis
and
con=ngency
plan
Carlose
Lopez
www.carloselopez.com
7. Content
Marke4ng
&
Social
Media
Buyer
Personas:
iden=fy,
interview,
profile
crea=on
Content
Marke4ng:
crea=on
or
sharing
content
for
the
purpose
of
engaging
current
and
poten=al
consumer
bases
/
SEO
Data
Marke4ng:
use
of
addressable
marke=ng
media
channels
to
s=mulate
demand
Carlose
Lopez
www.carloselopez.com
8. Internal
Key
Elements
1. Social
Media
Guideline:
specific
set
of
policies:
no
sexual
harassment
/
content,
can’t
disclose
company
secrets,
can’t
speak
ill
about
the
compe==on,
be
transparent
2. Training
Programme
focusing
on
the
new
CMS,
latest
digital
technologies
and
social
media
3. Re-‐u=lise
the
best
of
the
newspaper
and
create
digital
transforma=on
(HR,
Marke=ng,
Publishing,
Adver=sing)
Carlose
Lopez
www.carloselopez.com
9. Top
Challenges
1. Recognise
social
media
as
a
game
changer
2. Customer
experience
must
be
seamless
across
different
channels
3. Think
like
your
customer
4. Digital
/
Marke=ng
/
Social
media
strategy
is
part
of
the
business
strategy
and
not
separate
5. Customers
believe
on
what
other
customers
say
about
the
brand
6. Work
with
editors
in
order
to
avoid
fric=ons
about
laid
offs
(digital
as
opportunity)
Carlose
Lopez
www.carloselopez.com
10. Results
• Powerful
news
portal
(Drupal),
SEM,
Social
Media
integra=on,
digital
revenue,
New
readers
/
registered
users
Carlose
Lopez
www.carloselopez.com