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What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements). This slideshow will take you through: • Types of media • What is a customer experience ecosystem? • How do I create a customer experience ecosystem? • How to test, learn and evolve • Understanding your customers • Some questions to get you thinking about your brand and situation Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
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Building A Customer Experience
Ecosystem
Using cross disciplines to drive connected awareness, engagement and customer acquisition.
But First …
How the world has changed and why ecosystems are now
so important …
It used to be simple …
One message can reach many people
One message could reach many people
But it is now more complex …
But it is now more complex …
Paid.
Owned.
Earned.
Paid Media
Print Adverts
Radio
Commercials
Online Ads
Owned Media
Website
Facebook Page
Mobile Apps
Store front
Brochures
Earned Media
Forums
Social Media
Word of Mouth
Your audience
Paid Prospects
Own Customers
Earned Advocates
They are inter-related
Website Social
Owned Media
Mobile
Owned media platforms
They are inter-related
Website Social
Owned Media
Mobile
Content Content is fed into your
owned platforms.
They are inter-related
Website Social
Owned Media
Mobile
Distribution
Content
Paid & Earned Media
And distributed via paid and
earned media.
They are inter-related
Website Social
Owned Media
Mobile
Distribution
Email SEO PPC
Content
Paid & Earned Media
Social
Offline Display
Which can take place across
many channels.
They are inter-related
Website Social
Owned Media
Mobile
Distribution
Email SEO PPC
Content
Paid & Earned Media
Social
Offline Display
And should bring people
back to your owned media
platforms.
Why?
Loyalty
Problem?
Complexity
An inter-related web of owned platforms that
collectively deliver the consumer a superior service
Ecosystems
What do we mean?
iPhone iTunes
iPad
Apple TV Laptop
CRM Website
Social
media
Television Online
Community
What do we mean?
Publicity
Newsletter? Website?
Social
media?
…? Online
Community?
Your Ecosystem
Print?
Your Company
How?
Making a customer experience ecosystem
Making a customer experience ecosystem
Facebook Website Email
TV ad Google ads
Making a customer experience ecosystem
Facebook Website Email
TV ad Google ads
The digital ecosystem
“Buyers wait until they have
completed 60 - 80% of their research
before reaching out to vendors”
-------------------------------------- Michael Brenner, Senior Director of Global Marketing at SAP
Website
The digital ecosystem
The digital ecosystem
Your owned media becomes critical in the ecosystem.
Investing in Media
• Websites & Microsites
• Content strategies
• Social strategies
• Social management
• Mobile applications
Workshop 15 minutes
This concludes part 1
Now, a quick exercise to get us all thinking…
Question 1
Ecosystems need a clear understanding of digital channels.
So what are the key challenges for growing your business’s
digital channels and how do you overcome them?
Question 2
Pick a brand, and begin to map out its owned ecosystem.
Now identify ways to grow it to include further channels
Part 2: Test, learn, evolve
A bit more history …
In a campaign mindset, most of our effort is put in up front.
The Campaign is LIVE!
But Ecosystems are ‘always-on’
Always-on.
Evolving.
Collaborative.
Collaborate
Creativity, graphic design, product design,
mobile design, software programming, hardware
and infrastructure, app development,
organisational change, measurement and data
analysis, understanding of brands,
understanding of business, project management,
programme management, browsers and front-
end code, content strategy, social media, human
culture, economics, behavioural economics, user
experience,
Operating the ecosystem
Understanding the audience and
media channels is key to engaging with your customers.
Operating the ecosystem
How?
Operating the ecosystem
How?
• Research
• Strategy
• CRM
• Social listening
• A/B testing
• Adapting
• Analytics
• Engagement
models
• Campaign Metrics
• User analytics
• Real time
Understanding your customers
• Understanding the
customer behaviour
• Listening to social
conversations
• Defining the right
media channels
The Marketing Plan
• Digital landscape
changing rapidly.
• Yearly plans are no
longer effective.
• Quarterly planning to
review objectives and
adapt to market
conditions.
Engaging the customers
• Audience specific content
• Going out with a single voice
• Giving customers the
personalised experience
• Joining in on social
conversations
Engaging the customers
All that data
• Conversions
• Uncover opportunties
• Adapting marketing plan
In a nutshell
The Marketing Plan
Engaging with the Customers
Analysing the data
Adapting the marketing plan
Understanding Your Customers
Workshop 15 minutes
This concludes part 2
Now, a quick exercise to get us all thinking…
Question 1
What are ways your organisations can test, learn and
evolve? What do you currently test, and how can that be
improved?
Question 2
What are the barriers you face in trying to test, learn and
evolve? What can we do to overcome them?
Thank You
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