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How to make a DIGITAL IMPACT?
#emakina#dmf2012
Isabelle Dumortier
Isabelle Dumortier
Account ManagerGeek FataleSinging & Swinging Digital Native Crazy in the coconutLoves a challenge
Keep in touch:e. idu@emakina.comt. @IsabelleD911linkedin.com/isabelledumortier
Why do we need Digital Marketing?
If you still have doubts…
PEOPLE
Use the POST Methodology
People
Identify who you want to make an impact on
Find out what their social activities and behaviour is all about
Objectives
WHAT do you want to accomplish and WHY?
Strategy
Plan how your relationship with your target group “The People” will
change.
Resource: Forrester Research
Use the POST Methodology
Technology
Decide which (Social) Media channels to use.
Goal
Set goals for achievement: Qualitative & Quantative
Metrics
Which metrics will you use to measure success?
Resource: Forrester Research
Social Media is the ultimate relationship nurture platform.
People are more likely to trust and buy from a company they have a relationship with. When
people engage with your content they feel like they have a
relationship.
STOP INTERRUPTING!
It’s what happens after the “likes” and follows that matters most.
People Heartbeat of social = People
KNOW YOUR AUDIENCE! Listen!
What about your own people?
Set up a dedicated team
Social Media Policy
Covers social media, ethics, word of mouth marketing
Social Currency
Social currency is the extent to which people share the brand or information
about the brand as part of their everyday social lives at work or at home
Studies show that social currency significantly drives brand loyalty.
Moreover, brands with a high social currency command a price
premium.
Social currency is a means, not the end; nor is it just about buzz or
conversation. Rather it is about creating meaningful experiences
around the brand.
Successful brands strive to be an integral part of people’s daily lives by
enabling them to connect, interact and benefit from like-minded brand users.
The good news: study shows that a set of key principles emerge that help
companies to build, nurture and manage social currency and create value.Resource: Vivaldi Partners
SOCIAL CURRENCY= ACTION
Social Media plugs into your business. It’s not about the next big thing.
Set SMARTGOALS
pecific
easurable
ttainable
elevant
imebound
Use the right building blocks.
Search engine optimization (SEO)
Landing Page optimization
Social Networking
Blogs
White papers
Articles
More leads for less budget
Great content pays dividends for a long time, an effect that multiplies as
you create more and more content.
What I personally love most about it, and if you’re on the client side, you
will as well. It’s about applying more brains, not more budget.
It’s no magic. You need 4 essential ingredients.
An inbound marketing strategy.
An outbound marketing strategy.
A corporate communications strategy.
A nurturing or marketing automation strategy.
Why?
PEOPLE
Because all buyers are unique. They engage with different types of content at different stages of
the buying cycle.
Content Mix PyramidEntertain
Inspire
Start conversation
Teach how to do something
Provide relevant information
Monthly
Bi-weekly
Weekly
2 x week
3 x week
Resource: The Content Marketing Institute
Evaluate your initiatives
ImpactReadine
ss
Risks Priority
How does it support your objective?What metrics matter?
What are the risks if we do this?What if we don’t?
Do we have the right people to handle this?
Is there budget free?
Does this initiative enable other work?
93% of buying cycles start with an online search, so if
your company shows up high in the search results, you’ll get
“free” brand awareness.
Increased brand preference.
Many buyers correlate high organic search rankings with trust and brand leadership.
Measure the right things
Community growth
Blog & web analytics
Reach
Engagement
Relevancy
Influence
Sentiment
Achievement of goals
Perfection is the enemy of good.
-Voltaire
Social relationships are the life raft of tech changes.
Deal with the hard stuff now
YOUR MISSION?Understand where your audience is hanging out online & learn how to have a relevant conversation
with them that helps meet business goals.
And how can you get your boss or client in the Forbes 500 list?
So what have we learned?
The value and necessity of Digital Marketing
Understand
Define and know your audience. Talk to the right people. Don’t aim too wide.
Listen!
Define your smart goals.
Set goals!
Content Marketing
Storytelling
Deliver content at all the right stages of the buying process to attract and retain customers.
Everything that is measurable. Use the right metrics.
Measure
PEOPLE
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