creating an engaging digital strategy
Post on 21-Oct-2014
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DESCRIPTION
Many businesses don’t have a digital marketing strategy. Others don’t even have a marketing strategy. Just tactical campaigns. This Slideshare delivered by PR Smith on a @SmartInsights webcast shows to take a more strategic approach. PR Smith is creator of the widely used SOSTAC ® Planning system voted as one of the Top 3 global marketing models in the CIM Centenary Poll. In this talk Paul took take one component, ‘engagement’ and showed the strategic options a business can employ to maximise returns.TRANSCRIPT
Creating an engaging Digital Strategy
PR SmithPR Smith Marketing
‘There’s no point rowing harder, if you’re rowing in the wrong direction’
Kenichi Ohmae
Paul will explain how to create a digital strategy based on different approaches for audience engagement.
Digital Marketing Priorities 2013 Brought to you by:
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The SmartInsights.comDigital Strategy Hub
http://bit.ly/smarterstrategy
© crea8ivity.com 2008 | 3Books & Guest Blog Posts
4Conferences, Webinars & Workshops
5Advise & Mentor
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Vote: Do you have a digital strategy?
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Vote: Do you have a digital strategy?
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Developing Your Digital Marketing Strategy
Marketing Strategy – the marketing plan
Marketing Strategy - key components
Marketing Strategy - 1 key component: engagement
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2013 CMO Summit Kellogg School of Management
Jan 2013
‘The game had changed forever’
The most sought after marketers today are those that can manage• Digital Marketing • Big Data Forbes 15/1/13
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Marketing Plan SOSTAC®
Situation AnalysisObjectivesStrategyTactics
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Tactics
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SOSTAC® Marketing Plan
Situation AnalysisObjectivesStrategyTacticsAction Control
+ 3Ms
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SOSTAC® Marketing Plan
Situation Analysis - Customers - Social Media - Technology (dig mktg & auto marketing) - Competition (Hyper-Competition)
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SOSTAC® Marketing PlanSituation Analysis Accelerated Change - Customers - Social Media - Technology (automated marketing) - Competition (Hyper Competition) Sloppy Mktg & Inefficient Manual Mktg = Opportunity To Build Wall ~ Customers → Grow Lifetime Customers + ROI
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SOSTAC® Marketing PlanObjectives Visitors Leads Sales Engagement Net Promoter Score ROI
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Sir Clive SinclairUK’s No.1 Techno Inventor
created the world’s 1st eCar - Sinclair C5
Why did the C5 Fail?
SOSTAC® Marketing PlanStrategy
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Strategy Drives Tactics
Segmentation, Targeting & Positioning
=
Key Components of Strategy
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Repositioning Facebook
Position FB as ‘The Internet’
Key to Facebook’s strategy is … ……….. no matter where users start on the ladder of mobile technology, (from the most basic device to the newest smartphone),
‘Facebook (which starts free) becomes better and more fun to use as they upgrade.'
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Repositioning Twitteras a live-TV companion
a new TV Guide
a new TV Rating mechanism
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RePositioning Intel
From:
‘High quality technology products’
To:
‘Leader in technology breakthroughs’
Targeting Generation Y & associating with innovation in music, art & lifestyle.
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Strategy Drives Tactics e.g. Intel
Print display, Google search, TV advertising, social mediachannels, public relations, outdoor 3D projections;training programmes for store assistants and re-sellers, online community forum called IT Galaxy: - B2B game IT Manager III: Unseen Forces
Partnered with edgy magazine ‘Vice’ to launch The Creators Project + The Museum Of Me
Appointed Will.i.am, Black Eyed Peas, as director of creative innovation
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Developing Your Digital Marketing Strategy
Marketing Plan - where strategy fits
Marketing Strategy - key components
A Marketing Strategy - engagement
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STP Key Components of Strategy
What are the other Key Components
ofDigital Marketing Strategy?
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Vote Do you know your ideal customer profile?
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Marketing Strategy – Key Components
Segmentation Targeting Objectives Positioning
Sequence Integration Tools Engagement
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Integration
Systems + Data
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Integration
Systems: CRM, CMS, Web Analytics & Sales Data: Recognise customer - different platforms Recognise behavioural / data patterns Drive deeper insights Add scores & rankings to profiles Use Progressive Profiling Layer additional (3rd party) profile data Highlight Influencers Automate Relevant & Personal
Responses
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Developing Your Digital Marketing Strategy
Marketing Plan - where strategy fits
Marketing Strategy - key components
Marketing Strategy – 1 component: engagement
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The Ladder Of EngagementBoosts Loyalty
Boosts Engagement
Boosts Awareness/Reach
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PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS(and sharing)
REVIEWS
RATINGS
Ladder Of Engagement
Collaborative Co-Creation
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Vote: Which of these forms of online customer engagement
are most important to you? (a) Ratings (b) Reviews (c) Discussions (d) Generating Ideas (e) Suggesting Improvements/Complaining (f) Creating Social Ads (g) Creating Product (Collaborative)
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
National Library Of Ireland Facebook UGC – putting old photos in the place now
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
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PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS(and sharing)
REVIEWS
RATINGS
Ladder Of Engagement
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PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
REVIEWS
RATINGS
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
REVIEWS
RATINGS
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PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
(and sharing)
REVIEWS
RATINGS
www.threadless.com
PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS
REVIEWS
RATINGS
Get Some Great Stories &/or Join Us GreatSportsmanship GreatSportsmanship.orgGreat Sportsmanship Channel
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PRODUCTS
PROCESSES
BRANDS
ADS
IDEAS
DISCUSSIONS(and sharing)
REVIEWS
RATINGS
Ladder Of Engagement
Collaborative Co-Creation
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Developing Your Digital Marketing Strategy
Marketing Plan - where strategy fits
Marketing Strategy - key components
Marketing Strategy – 1 key component: The Ladder Of Engagement: decide strategically what level/s you want to engage
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Developing Your Digital Marketing Strategy
Marketing Plan- where strategy fits - SOSTAC ®
Marketing Strategy - key components: STOP SITE
Marketing Strategy - 1 component: The Ladder Of Engagement
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“It is the one
that is the mostadaptable to change.”
“It is not the
strongestof the
speciesthat
survives, nor the
mostintelligentthatsurvives.”
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Develop Your Digital Marketing Strategy
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