diario negocio - digital strategy
DESCRIPTION
Case study about digital transformation of Diario Negocio (spanish newspaper), using digital strategy, social media integration, content marketing and drupal as the CMS.TRANSCRIPT
Diario Negocio Digital Strategy
www.carloselopez.com
Case Study
Carlose Lopez
• Working with clients defining, planning and execu=ng marke=ng & digital strategies
• Vast experience in marke=ng, digital transforma=on & change management
Carlose Lopez www.carloselopez.com
Descrip4on
• Diario Negocio is a business & economy newspaper in Spain
• Problems: – Sta=c website (PDF uploaded) – No digital strategy – No digital revenue – No social media presence – No digital structure / integra=on
Carlose Lopez www.carloselopez.com
Strategy Defini4on
• Workshops with the top management:
1. Define mission & vision 2. Scan environment (SWOT) 3. Set priori=es 4. Set objec=ves 5. Create strategy 6. Define opera=onal plans 7. Develop & manage project plans
Carlose Lopez www.carloselopez.com
Strategy: Workshop Results
Priority: new CMS and look & feel
Objec4ves: news portal, social media presence,
digital revenue by Q2 2010
Plan: Zed PM leader, development / design (3rd party), 450K, 6 months
Management: discovery, defini=on, design, development,
deployment, support
Strategy: To make everyone at Diario Negocio part of the new project /
Internal Communica=on
Carlose Lopez www.carloselopez.com
Strategy Implementa4on
1. Align digital / SM / marke=ng strategy with business goals
2. Segmenta=on and crea=on of “buyer personas” 3. Content Marke=ng strategy 4. Planning / publishing calendar 5. KPI’s and Metrics 6. Con=nuous op=misa=on 7. Risk analysis and con=ngency plan
Carlose Lopez www.carloselopez.com
Content Marke4ng & Social Media
Buyer Personas: iden=fy, interview, profile crea=on
Content Marke4ng: crea=on or sharing content for the purpose of engaging current and poten=al consumer bases / SEO
Data Marke4ng: use of addressable marke=ng media channels to s=mulate demand
Carlose Lopez www.carloselopez.com
Internal Key Elements
1. Social Media Guideline: specific set of policies: no sexual harassment / content, can’t disclose company secrets, can’t speak ill about the compe==on, be transparent
2. Training Programme focusing on the new CMS, latest digital technologies and social media
3. Re-‐u=lise the best of the newspaper and create digital transforma=on (HR, Marke=ng, Publishing, Adver=sing)
Carlose Lopez www.carloselopez.com
Top Challenges
1. Recognise social media as a game changer 2. Customer experience must be seamless across
different channels 3. Think like your customer 4. Digital / Marke=ng / Social media strategy is part of
the business strategy and not separate 5. Customers believe on what other customers say about
the brand 6. Work with editors in order to avoid fric=ons about laid
offs (digital as opportunity)
Carlose Lopez
www.carloselopez.com
Results
• Powerful news portal (Drupal), SEM, Social Media integra=on, digital revenue, New readers / registered users
Carlose Lopez www.carloselopez.com
Ideas about strategy, digital, marke=ng, branding, communica=on and e-‐commerce
Carlose Lopez www.carloselopez.com