alba graduate business school & socialab presentation infocom world
DESCRIPTION
This was presented at a workshop for IncoCom World on 21 Oct 2014 in Athens, Greece by: Nikos Mylonopoulos from ALBA Graduate Business George Anagnostopoulos from SocialabTRANSCRIPT
Digital Strategy Goals & Implementa4on An Agency – Client Debate
Nikos Mylonopoulos ALBA
George Anagnostopoulos socialab
The Client on Strategy (Part 1)
• The first and most pres4gious Graduate Business School in Greece
• A not-‐for-‐profit associa4on
• Facing the CRISIS
• With mul4ple internal and external stakeholders
The Client on Strategy (Part 2)
• Turn the Crisis into an Opportunity: – Lower costs + Raise quality – ATract a bigger public + Remain selec4ve – Broaden awareness + Focus on niches – Respond to the market + Lead through innova4on
• How we did it: – Differen4a4on & Diversifica4on – Career Guidance – AddFocus – Scholarship pre-‐approval (FeeOrFree) – “Test drive” (BeOurGuest, StudentForADay)
• Mandate: – Eliminate print – Go all digital – Accomplish more with less
The Client on Strategy (Part 3)
• I want a digital agency that: – Knows their stuff – Is keen to understand our business model – Embraces our values – Gets the strategy – Is willing to join in our risks
– We hit it off
The Agency on Strategy
What’s Socialab? • Socialab is a digital marke4ng agency with an experience of 50 global and na4onal brands.
• With a for-‐profit company with a very flat organiza4on.
• When we first met with ALBA, we were 8 people. Now, we’re 26.
The Agency on Strategy
• Gehng to know the client • Listening to what they have to say • Do your research (preferably before 1st mee4ng) • Use your notes and the environment to get more informa4on about what you’re about to.
• Examine what the client has done in the past. Go deep.
The Agency on Strategy
• Turning offline communica4on to online has some merits: – Broader/narrower reach (depending on what we want) – Systema4c follow-‐ups – Keeping people in the loop
• But it has one major drawback. Want to guess what it is?
The Client on Implementa4on (Part 1)
• Learn, learn, learn – Experiment, take risks – Absorb and infuse the experience – Get the agency’s advice
• Real 4me Campaign Management – Small adjustments – Change of direc4on
• Measurement and Decision Making – Gehng the data to confess – Integra4on with internal analy4cs
• Skills and Exper4se – Within the Agency – within the
Client
• The Human Resource – Educate the stakeholders and
internal clients – Allocate scarce resources
• Alignment – Internal processes and systems – Follow-‐up on calls to ac4on – Close the feedback loop
The Client on Implementa4on (Part 2)
• I want the digital agency to: – Stay on top of things – Do good housekeeping (tac4cal) – Be proac4ve with analysis and advice – Look ahead to the next steps (strategic) – Evolve with the evolu4on of my thinking
– Keep the flame burning
The Agency on Implementa4on
• Staying on top means having the resources that have to be: – Available (good at juggling projects) – Con4nuously educated – On their toes (and eager) – With analy4cal skills – Understanding of the market – Good chemistry with the client
• Use experience to manage client expecta4ons • Know how to guide the client into what the audience is looking for, and away from what it isn’t looking for.
• When when to tell them to change their ad crea4ve or their page or their follow-‐up
• Care about the part of the convers(at)ion process that you do not see in your Analy4cs.
The Agency on Implementa4on
Professional Diploma in Digital Marke4ng
• Applied Knowledge.
• Material validated by DMI’s Syllabus Advisory Council: Facebook, Twi4er, Google, Microso9, etc.
• More than 175 people have aTended the course since March 2014.
• Cer4fica4on in one month.
• Material already updated twice in the last 8 months.
• Free refresher course in 6 months.
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