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Lecture on digital media and how to plan a digital strategy for MA Advertising class, Nottingham Trent University, March 2012.
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Nottingham Trent UniversityPlanning Your Digital Strategy
workshop8th March 2012
10-1pm1. Why have a digital strategy?2. What is a digital strategy? The six forces3. The digital opportunity: current and future trends4. Introduction to digital strategy planning5. Integrating digital with your business plan6. Measuring success: ROI and Analytics
Why a digital strategy?
Strategy before tactics is equivalent to diving into a pool before looking to see if there is water let alone the depth to handle such.
Aaron Kahlow Online Marketing Connect
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
Your website is NOT a digital strategy
Social media content
Social media content: priorities
Social media content: priorities
Content production
Thought leadership
Active listening
We haz an iPad strategy?
Old media: lean back
New media – lean forward
Changing the game
“When we change how we communicate, we
change society.”
Clay Shirky, Here Comes Everybody
Old media: New media
From direct to personalised marketing
David Wilcox, The Social Reporter
How are you finding it so far?
What is a digital strategy?
The six pillars of your digital strategy
Productivity/Product
development
Customerservice
DigitalEngagement
TransactionMarketing
PromotionMarketing
Internal Communications
YourDigital
Strategy
Digital strategy case studiesInternal Communications: Creation Interactive, Creative Nottingham, BT
Promotion Marketing: Howies, Wiggly Wigglers
Transaction marketing: Portero fashion
Digital Engagement: Johnson & Johnson
Customer service: DellProductivity/Product development: Sales Force, Lego Users Group Network, Turbo Tax
The digital opportunity: Current and future trends
Access over ownershipImage
Rise of the digital native
Born after 198020,000 hours online by age 2093% of 12-29 years olds online73% use social networks
Prosumer (Consumer as producer)
People Power
Source: Altimeter
ComparingDigital Natives
with Silver SurfersForrester: 2009
Signal to noise ratio
The adoption curve
Digital marketing adoption
Augment &virtual reality3D
Mobile appsPervasive computingCloud computingProsumers
Social marketingWeb 2.0Rich media content
E-commerceEmail marketingWeb accessibilityOnline supportSearch marketing
WebsiteE-Brochure
“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow
Web 1.0
Marta Strikland
Virtual reality: gaming
The mobile web
Location, Location, Location
Third Spaces
The three types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
1. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
The three types of e-marketing1. Transactional
E-CommerceDirect marketing
2. Promotional Online contentViral marketingEmail marketingBrand sponsored media
1. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content
SocialMedia
How does social media marketing work?
100 passionate users
1000 true fans
Social media speeds up the sales funnel
From direct to personalised marketing
David Wilcox, The Social Reporter
Social media accounts for 1/6 of time online
Public is the new default
“People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.”
Public is the new default
Mark Kuckerberg, Facebook Founder (26)
Your customers on social media
Social networks are the spokes of your web hub
Your Website
Advertising and search
Social media and video appears inGoogle main search results(search: HikingWayne Rooney)
Digital advertising growth
Tastemakers
Navigating the data overload
Tastemakers Gatekeepers
Navigating the data overload
Tastemakers Gatekeepers Curators
Navigating the data overload
Don’t forget the knitting
Email marketing & word of mouth
Delighting your customers
Seth Godin: Circles of influence
User personaUzma, 35Working mother from LeicesterInternet access: evenings via laptopOnline locations: Facebook, Netmums, iVillageUser preferences: email offers, printable vouchers, sharing photos, casual games Website services: home delivery booking, opening times of stores
Exercise: Defining user personasBlueberry Mobile phonesPhone handsets and special data packages to two target audiences:
ABC1 20 – 30 year old personal users, female bias
Business users 40-50, male bias (skewed to small businessses in knowledge sectors)
User persona: personal user
Name:Age:Occupation:How/where they access web:Social networks:Needs from website:Pre-purchase (sales marketing):After sale (relationship marketing):
User persona: business user
Name:Age:Occupation:How/where they access web:Social networks:Needs from website:Pre-purchase (sales marketing):After sale (relationship marketing):
12-1pm
1. Introduction to digital strategy planning
1. Integrating digital with your business plan
2. Measuring success: ROI and Analytics
4. Creating your action plan
Strategies: POST (external)
People
Strategies: POST (external)
People
Objectives
Strategy
Technology
Strategies: POST (internal)
Strategies: SEAT
The 5 Cs of online marketing
Developing an emergent strategy
Digital strategy planning process
Phase 2: Testing & planning
Phase 3: ImplementationPhase 4:
Measurement & review
Phase 1: LandscapeReview
The strategy planning process
Phase 1: Landscape review
Phase 2: Testing and Planning
Phase 3: ImplementationPhase 4: Measurement and review
Digital strategy: key considerations?
Who?Time?Resources?Goals?Success measures?Who’s accountable?
Digital strategy for E-Gecko & E-Partyz
Integrating online activity with your business plan
What’s your online value proposition?
Measuring your returns
Return on investment (direct marketing)
Customer interaction
End sale Digital activity
•Metrics: Website traffic(paid/organic search, social media) On site conversion Size of network (email, followers, unique users)
Return on engagement (relationship marketing)
interactionReduced cost/Increased sale Conversation
•Metrics: Website traffic from other sites/social networks Quality of network (relevancy and influence)
Volume and percentage of network interaction
Thank you
Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill
email: [email protected]
Tel: 07981 222799
