FULL DIGITAL STRATEGY ADV 420 NEW MEDIA DRIVER’S LICENSE Emily Walsh A42357975
INTRODUCTIONSTEP ONE: Create a plan• Form a strategy• Use digital, two-way media.STEP TWO: Consider organizational goals• Increase revenue – TICKET SALES• Expand brand awareness• Increase customer retentionSTEP THREE: Focus on buyers• Target niche markets –what are their problems, how do we solve them?• Break up buyers into distinct groups• Satisfy their informational needs.• Focus on buyer problems, then create and deliver content accordingly.• Empathize with target buyers, see through their eyes.• Tell stories, entertain and educate people.• Engage them in conversation.
TARGET AUDIENCE Middle to upper-class & tech-savvy The average annual household income is about $103,825 65% of NHL fans are males 35% are females 63.9% of fans are between the ages of 25-54. 69.4% have at least some college experience. $300,000 budget for a 12- month plan
CONTENT-RICH WEBSITE• Guide site visitors to where they help you reach your organizational goals.• Design the site for different types of buyer personas.• Anticipate buyers’ needs and provide content to help meet their needs.• Understand key words and phrases that buyers are using when searching online.• Display links clearly on pages.• Create some new individual pages.• Site should load quickly and contain regularly updated content.• Include photos, audio feeds, video clips, cartoons, charts, polls, and graphs.
SOCIAL MEDIAFACEBOOK• Utilize pages, groups, applications, and plugins.• Facebook pages are for businesses, organizations and brands to share their stories and connect with people.• Customize pages by adding apps, posting stories, hosting events and more.• Groups provide a closed space for small groups of people to communicate about shared interests.• Groups can be created by anyone.• Apps on Facebook are designed to enhance user experience on the site with additional features.• Social plugins allow you to share your experiences on other websites with your friends and others on Facebook.• The content populating social plugins comes directly from Facebook.
SOCIAL MEDIA (Cont.)TWITTER• Allows instant dialogue with buyers.• Discover the latest news related to subjects you care about.• Get updates on news as it’s happening and learn more about topics that are important to you in real time.• Share photos and behind the scenes info about your business.• Show fans a glimpse of developing projects and events.• Listen and ask questions.
VIDEOVideo/photo sharing• By capturing interesting content on video, fans are guaranteed to become more involved online.• Shoot a video especially for your buyers –what is important to them?• Utilize the Flip video camera and similar high-quality portable video cameras.• Great video interviews can be captured quickly and easily then uploaded• Share experiences –link, embed, video channel, video blog• Fans love seeing new content about their favorite players and like to know what’s happening from day-to-day.• Video appeals to the new web-based generation and is an easy way to reach fans.• Less formal.• Invite fans to submit videos/photos!
SOCIAL NETWORKINGBLOGS: find out what the marketplace is thinking about your company • Join the online conversation! • Post on topics of interest and post regularly • Make company personality shine through with links, images, photos, etc. • Great creative outlet; showcase your fans’ creativity and let them market for you.PODCASTS: radio station-like; ability to add audio feeds and notifications to RSS • Series of continuous audio clips. • Subscribe to an audio feed to download new updates soon after they are released. • Reaches a potentially worldwide audience. • Listen at your convenience –download to computer or mobile device such as ipad, iphone, mp3.NEWS RELEASES: delivered by feeds or news services and various sites • Target people by using Email listservs • Post to an appropriate and readily findable section of your website, Press Section/Media Room • RSS feeds should be added to most parts of the website; essentially subscription mechanisms to regularly updated content, primary means to deliver news content • Search engines index content and rank it based on words and phrases • Keep them on site as long as relevant – archive • Create links from news releases to content on your website.
MOBILE STRATEGY• The incredible growth of browser-equipped mobile devices means that people can now look for products and services while they are on the road.• It is important that the Detroit Red Wings site is mobile- friendly and displays content in the best possible format. Content should load quickly and be easy to navigate through.• Fans utilize sites like Twitter and Facebook on their mobile phones to get updates on plays during games.• It is important to cater to the many fans that use mobile devices such as the iPhone, iPad, and other devices.
MEASURING RESULTS• How many people are eager to participate in your online efforts? - Facebook likes - Blog subscribers - Twitter followers - Email newsletter• How many people are downloading content?• How often are bloggers writing about you and your ideas – what are they saying?• Where are you appearing in search results for important phrases?• How many people request information – contact forms?• Sales figures.