Digital strategy and why you need one. (for the KCMPRDA)

DIGITAL STRATEGY & why you need one.

by Pat Padley
@ppadley
www.PatrickPadley.com

TODAY’S OBJECTIVES
• Educate and provide perspective.

• Help you understand how your digital marketing
efforts can help your business.

• Provide you with specific, actionable tips and
techniques, that you can go do.

@ppadley
www.patrickpadley.com

PAT PADLEY
• Social Media Consultant & Strategist at Digital Evolution
Group

• Leads/executed/advised social media engagement efforts
for Rockport, Timberland, Ferrellgas, Hallmark and Bushnell

• A council member of Ad2, a club within the AAF-KC for
members aged 32 and under in the marketing industry.

ABOUT DEG

@ppadley

WHY DIGITAL?
• By 2016, advertisers will spend as much on interactive
marketing as they do on television advertising today.

• Marketing investment in
search, display, email, mobile, and social media will
near $77 billion and represent 35% of all advertising.

- Forrester US Interactive Marketing Forecast, 2011 to 2016

@ppadley

"Your website isn't a
destination. Get over
yourself."

@ppadley

58% CHECK EMAIL FIRST

@ppadley

YOUTUBE IS #2
• YouTube is now the second most used search
engine in the world.
- Comscore 2010 report

@ppadley

800+ MILLION …active users on Facebook.

• More than 50% of its active users log on to
Facebook every day.

• The average user has 130 friends.

• More than 360 million active users access
Facebook through their mobile devices.
www.facebook.com/press

@ppadley

250 MILLION …tweets per day.

• Every day, the world writes the equivalent of a 10
million-page book in Tweets or 8,163 copies of Leo
Tolstoy‟s War and Peace.

http://blog.twitter.com

@ppadley

YOUR WEBSITE isn’t good enough.

• It‟s not a destination.

• A website is one component of a larger online
strategy.

• You must have “outposts” for discovery.

• All roads should lead back to your website(s).

@ppadley

Is social media the
answer?

@ppadley

SOCIAL MEDIA isn’t replacing anything.

• Social is not a strategy

• It‟s one part of the spectrum of digital
communication.

• It should be “with” not “instead of”.

• Can extend and facilitate and …but it does not
replace.

@ppadley

DIGITAL STRATEGY you need one.
All the digital channels should support each other.
• Website
• Email
• Search
• Social (Facebook, YouTube, Twitter, etc.)
• Mobile

@ppadley

STRATEGY What do you want to accomplish?

• Lead with objectives, not the technology.

• Business outcomes?
– website traffic
– awareness
– sales/online commerce
– retention
– thought-leadership / innovation

@ppadley

EMAIL
• Integrate email + social media to increase
customization and relevancy (e.g. Facebook email
sign-up forms).

• Email ROI in 2011 will be $40.56. Email is
expected to drive $63.1 billion in sales in 2011.
(DMA, 2011)

• Compare to telemarketing with 4.41%, catalogs
with 3.95% and direct mail with 3.65% (DMA‟s
Response Rate Report, 2009)

EMAIL TACTICS
• “Value Add”
– objective, educational information

• 1-click sign-up field on every page of your website.

• Prominent „Share with a Friend‟ buttons.

• Optimize email for mobile.

@ppadley

EMAIL TACTICS
Paid
Facebook Search
Sign-Up Copy
Sweepstakes Email
or Promotions Append

Online Co- Lead
Registration Generation

Post-
Event
purchase
Collection
acquisition

Refine Email
Call
website List Centers
Collection
Growth
@ppadley

EMAIL TACTICS
• A/B testing, multivariate, and segmentation.

• Milestone points within service emails
- thank you, 6 month, 12 month
- customized by type of service

• “Seasonal” and “Helpful Tips”

• “Drip Campaigns”

@ppadley

SEARCH
• Pay Per Click

• Search Engine Optimization
– PPC vs. SEO (“pay” vs. “pray”)

@ppadley

Paid Listings

Organic Search

SEARCH

@ppadley

FACEBOOK TACTICS
• The average Facebook page reaches less than 8%
of their fans daily.

• Most fans interact with your page in the “feed”

@ppadley

FACEBOOK TACTICS
Facebook
Engagement
Facebook ADS Intranet / Out
Collect of Office

Dedicated
Sweepstakes or
Promotions Email
Campaigns

Traditional
Ecommerce
Media URL References
references

Facebook
“Give to Get” Event
Contesting “Like” Sign-Ups
Growth

@ppadley

FACEBOOK TACTICS
• Take advantage of your profile photo.
– 180px wide by 540px high

@ppadley

FACEBOOK TACTICS
• Using the @ symbol
to tag people, events or
other Facebook
pages.

@ppadley

FACEBOOK TACTICS

@ppadley

4:1 RULE
It‟s not about you.

“If you build it, they won‟t come.”

Follow the 4:1 Rule

For every ONE social object (piece of content) that is
about you, there needs to be FOUR social objects that are:

• informative
• inspirational
• entertaining
• engaging
• re(marketable)
• promote others

@ppadley

TWITTER
“No one reads all your Tweets. Get over
yourself.”

– Twitter is like gigantic gushing stream or river of many things…

– Your followers will not see everything you post. The more you
Tweet, your chance of being “noticed” in the huge river of Tweets
increases.

– @replies are the “email” of Twitter

– Time of day DOES matter.

– Use scheduling tools if you can.
@ppadley

TWITTER
• Stop talking about yourself.

• Link your author names and Twitter handles

• Search for and use local #hashtags

• Respond to check-ins

• Share the love >> ReTweet

@ppadley

YOUTUBE
• YouTube mobile streaming has over 200 million hits/videos
uploaded daily

• Use video as a gateway, provide additional information not
in the video.
– “For more information…”
– “Behind the scenes”
– Teasers, “What‟s your favorite part?”
– Link them somewhere!

@ppadley

YOUTUBE
• Within the description
of each video on YouTube
place links back to
your website for more
Details.

• Use tags

• YouTube =
authoritative link-back

WHY MOBILE
• The number of US consumers using mobile devices
to access the web grew to more than 116 million
since 2009.

• 68% of Americans text message – across all
demographics

- CTIA

WHY MOBILE
• Mobile devices are accessible to consumers of all
income levels ($30 mobile phone vs. $1500 laptop)

• Smart phones make the Web available
everywhere, and anytime

• Think “mobile first”

• Mobile is location-aware almost 100% of the time

@ppadley

MOBILE
• Mobile apps vs. Mobile Web

HOW TO GET IT DONE
• Use internal resources

• Utilize outside resources for guidance, education &
thought leadership
– Teaching you how to fish

@ppadley

FIND THE RIGHT MIX

@ppadley

DIGITAL STRATEGY & why you need one.

Questions?
Pat Padley
padleyp@digitalev.com
@ppadley
www.PatrickPadley.com

Digital strategy and why you need one. (for the KCMPRDA)

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