Under construction: a digital strategy TM

1,942 views

Published on

A digital marketer's passion

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,942
On SlideShare
0
From Embeds
0
Number of Embeds
35
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Under construction: a digital strategy TM

  1. 1. UNDER CONSTRUCTIONA DIGITAL STRATEGY TM Stefaan Maene Under Construction: A digital StrategyTM @stefaanmaene
  2. 2. WHO/WHAT AM I?DIGITAL MARKETING RULESTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  3. 3. WHO/WHAT AM I?DIGITAL MARKETING BASICSTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  4. 4. STEFAAN MAENE: Married & Father of twoPASSIONATE ABOUT DIGITAL MARKETING 1 to 2 hours per day  catching up on latest Digital news 1 hour per day  checking Twitter & Facebook 10 times per day  4Square checkin 24/7  Contactable via SocialMedia 5 hours  sleep per nightMy Tools: PC + PC Laptop + MAC book + iPad (1) + iPhone + BlackberryConnect: @stefaanmaene Under Construction: A digital StrategyTM @stefaanmaene
  5. 5. DIGITAL MARKETING IS UNDERSTANDING WHAT IS HAPPENING, SO READ DAILY TO STAY ON TOP OF THE GAME Under Construction: A digital StrategyTM @stefaanmaene
  6. 6. UNDERSTANDING DIGITAL IS ENTERING THE TAG CLOUD Under Construction: A digital StrategyTM @stefaanmaene
  7. 7. DIGITAL MARKETING MAP Under Construction: A digital StrategyTM @stefaanmaene
  8. 8. WHO/WHAT AM I?DIGITAL MARKETING BASICSTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  9. 9. COMMON QUESTIONS ?1. Spokesperson?2. Official media only ?3. No restrictions?4. No secrets?5. Helping?6. Listening?7. Social Networks?8. Control?9. Trial and error?10. Support trends?11. Mobile or PC? Under Construction: A digital StrategyTM @stefaanmaene
  10. 10. SPOKESPERSON ? The consumers have turned in to the most trusted spokespersons for your brand.They do this by using web 2.0 and web 3.0 applications like Facebook, consumer websites, blogs,… and have acces to this at all time. And They CLAIM and USE this right !!! Under Construction: A digital StrategyTM @stefaanmaene
  11. 11. SPOKESPERSON• Coca-Cola fan page  2 million fans  created by 2 guys who like coke• MasterCard – wikileaks – 1000’s of comments on facebook and twitter Under Construction: A digital StrategyTM @stefaanmaene
  12. 12. OFFICIAL MEDIA ONLY ?The consumers have turned in to the most active broadcasters for your brand. They do this by using web 2.0 and web 3.0 applications like youtube, vimeao,… and have acces to this at all time. And They CLAIM and USE this right !!! Under Construction: A digital StrategyTM @stefaanmaene
  13. 13. DAMAGE DONE.......... Under Construction: A digital StrategyTM @stefaanmaene
  14. 14. NO RESTRICTIONS ?Nothing protects your Brand against what is out there on the web. The brand has become a public property. In short the boxed parts, where Marketing used to nicely divide everything up in, have disappeared The Consumers play by their rules now! Under Construction: A digital StrategyTM @stefaanmaene
  15. 15. #1 RANKED ON YOUTUBE FOR MASTERCARD Under Construction: A digital StrategyTM @stefaanmaene
  16. 16. NO SECRETS ? An old saying goes: “The only way to keep a secret with 3 people is when 2 of them are deceased” The consumers have a wealth of information on the web, people share everything, and we gathered/created more written information on the web than Mankind did untill 1999.So beware that something can turn around and bite you in the … Honesty is key! Under Construction: A digital StrategyTM @stefaanmaene
  17. 17. Under Construction: A digital StrategyTM @stefaanmaene
  18. 18. HELPING ?The consumers have discovered their power in helping people and using the web for this. Haiti, Pakistan, local NPO,… people support this online through the personal link they have with the person. Help them!The Consumers want to be part of a Good Brand! To ease their Conscience Under Construction: A digital StrategyTM @stefaanmaene
  19. 19. STUDENTS HELPING OUT FOR A BRAND... http://www.mccann.be/work/brands/maestro-angels Under Construction: A digital StrategyTM @stefaanmaene
  20. 20. LISTENING ?The consumers have been producing all this information, and expect you to listen, as they are doing this to help!As they are a spokesperson, broadcaster,… they expect the brand to notice this!The Consumers claim they have the right to be heard on Your brand! Under Construction: A digital StrategyTM @stefaanmaene
  21. 21. EXAMPLE: KLM FLY2MIAMI This flight was organized by KLM and Fly2Miami after a Twitter Bet. Wilco Jung and DJ Sied van Riel asked for a direct flight from Amsterdam to Miami to visit the Ultra Music Festival. KLM challenged them to fill the airplane with partypeople, and so it all started... Under Construction: A digital StrategyTM @stefaanmaene
  22. 22. SOCIAL NETWORKS?Everyone is on Social Networks, so not being present on these, is NOT an option! The brand is on there already! So make sure you notice before it is to late! And these are no digital leaflets/brochures (don’t forget)The Consumers Made these Networks Big, Respect them For it! Under Construction: A digital StrategyTM @stefaanmaene
  23. 23. Under Construction: A digital StrategyTM @stefaanmaene
  24. 24. Under Construction: A digital StrategyTM @stefaanmaene
  25. 25. CONTROL ? the information is so widely spread that we can no longer contain it, therefore we have to be in the middle of it to guide it, for this we need to be present on blogging, and other social media.Through Web 2.0 and 3.0 apps the information upload is so huge, that you can only control it by shutting it down.We Can Only Guide the Consumers, appear to be out of control, in order to be in Control. Under Construction: A digital StrategyTM @stefaanmaene
  26. 26. NO CONTROL PANEL IS BIG ENOUGH Under Construction: A digital StrategyTM @stefaanmaene
  27. 27. TRIAL AND ERROR ? Sitting on the sideline is the not an option! DiscereMutariEst To change is to learn … At the Pace everything is going now we can not afford to skip steps, want it or not, trying new things is a must!.Everyone fell down the first time he tried to walk (Including all the Consumers) Under Construction: A digital StrategyTM @stefaanmaene
  28. 28. SUPPORT TRENDSTrends emerge constantly, pick the ones that fit your brand and endorse/make them.It is easier to live by trends that fit you, than to adapt your brand to a trend! Companies and People Make trends, Claim and Use this right! Under Construction: A digital StrategyTM @stefaanmaene
  29. 29. FOLLOW TRENDS AND PICK THE ONES THAT SUIT YOUR BRAND Under Construction: A digital StrategyTM @stefaanmaene
  30. 30. MOBILE/PC? ? Web 2.0, web 3.0 … Take in mind that more people have a Mobile phone than a PC.Customers can get information everywhere, at all times. A mobile is no longer a phone, it is a portal, a tool and something to be recognized. People want info wherever /whenever! Ask yourself, what phone do you use? What phone do your children use? And who can use it better? Under Construction: A digital StrategyTM @stefaanmaene
  31. 31. Under Construction: A digital StrategyTM @stefaanmaene
  32. 32. WHO/WHAT AM I?DIGITAL MARKETING BASICSTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  33. 33. THE CONSUMER AND WHAT HE DOES SOCIAL I NEED TO PEE I PEED I PEED HERE WHY DO I PEE? WATCH ME PEE I PEE WELL Under Construction: A digital StrategyTM @stefaanmaene
  34. 34. INSIGHTS HELP YOU PAINT THE PICTUREthe EIAA European Media Landscape Report 2010 Under Construction: A digital StrategyTM @stefaanmaene
  35. 35. THE MORE INSIGHTS THE BETTER YOUR PICTURE the EIAA European Mobile Internet Use Executive Summary 2010 Under Construction: A digital StrategyTM @stefaanmaene
  36. 36. LOOK AROUND – ASK QUESTIONS Under Construction: A digital StrategyTM @stefaanmaene
  37. 37. The Consumer is here to stay, and without the consumer there is no business and therefore no profit .Understanding the consumer and how this consumer deals with the Digital world is therefore essential. Place the consumer Central in your strategy Under Construction: A digital StrategyTM @stefaanmaene
  38. 38. WHO/WHAT AM I?DIGITAL MARKETING BASICSTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  39. 39. THERE IS MORE THAN JUST DIGITAL MARKETING Under Construction: A digital StrategyTM @stefaanmaene
  40. 40. WHO/WHAT AM I?DIGITAL MARKETING BASICSTHE CONSUMERINTEGRATED APPROACHROI Under Construction: A digital StrategyTM @stefaanmaene
  41. 41. MONITORING OF SOCIAL MEDIA http://www.slideshare.net/StefanBetzold/soci al-media-monitoring-tools-an-overview Under Construction: A digital StrategyTM @stefaanmaene
  42. 42. ROI AND SOCIAL MEDIARETURN ON INVESTMENT The last bastion for conservative business to hold the social media Newsflash: you are allready part of it Vs. RETURN ON IGNORING Under Construction: A digital StrategyTM @stefaanmaene
  43. 43. THANK YOU smaene@yahoo.com @stefaanmaenehttp://www.slideshare.net/stefmaene Mobile: +32 494 622 909 Under Construction: A digital StrategyTM @stefaanmaene

×