Digital Marketing: Telling it Straight
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The document discusses lessons learned from digital marketing successes and failures. It is broken into sections about what has changed now, how to avoid failure, and how to achieve success. For each section, examples are provided of failures or wins and the lessons that can be learned from them. The overall message is that a strategic digital marketing plan is needed to learn from past mistakes and successes to continue improving brand performance.
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Digital Marketing: Telling it Straight
- 1. Telling it straight Lindsay Herbert – Head of Digital Marketing 15 February 2012
- 2. #NOW What’s changed? #FAIL And how to avoid it #WIN And how to get more #NEXT Now what?
- 3. UPDATE: No more excuses Your brand’s profile better out-do hers (by a lot).
- 4. UPDATE: How-to takeover More helping, less selling.
- 5. UPDATE: Twitter bending to brands Wider gates, higher stakes.
- 6. #NOW What’s changed? #FAIL And how to avoid it #WIN And how to get more #NEXT Now what?
- 7. #FAIL Don’t ask if you don’t want to know
- 8. #FAIL Don’t ask if you don’t want to know
- 9. Lessons learned Run a cocktail party test Be ready with comebacks Fix problems (for real) Acknowledge your defeat
- 10. #FAIL Ignoring problems. #NothingToSeeHere
- 12. Lessons learned Go big or give in Get backup Be a human being Know when to throw in the towel
- 13. #FAIL No strategy. We don’t know where we’re going with this either.
- 17. Lessons learned Keep it relevant Map it out Focus your efforts Adapt and change
- 18. #NOW What’s changed? #FAIL And how to avoid it #WIN And how to get more #NEXT Now what?
- 21. Lessons learned Find a way to say yes Back it with resource Establish house rules Train and listen to feedback
- 22. #WIN Showing off in style
- 23. #WIN Showing off in style
- 24. Lessons learned Use audience motivations Know your assets Show off your uniqueness Demand interaction
- 25. #WIN Social media powerhouse
- 26. #WIN Social media powerhouse
- 27. #WIN Social media powerhouse
- 28. #WIN Social media powerhouse
- 29. Lessons learned Pick one audience Build a community Empower powerful users Creativity can trump complexity
- 30. #NOW What’s changed? #FAIL And how to avoid it #WIN And how to get more #NEXT Now what?
- 31. #NOW: Create a plan
- 32. #NOW: Create a plan
- 33. #NOW: Create a plan
- 34. #NOW: Create a plan
Editor's Notes
- QantasWhere to start? Well, last year I wrote about the airline’s inability to do the basics of digital right (operational, service-based email). This year Qantas has been under the cosh somewhat, with strike action grounding its fleet of aircraft. Tens of thousands of travellers were affected, including Stephen ‘3.5m followers’ Fry.So how did it use social media in this testing time? To launch a #QantasLuxury competition, that’s how. Qantas asked people to describe their dream flight. The beleaguered crowd responded exactly as you might expect