digital communications strategy
DESCRIPTION
An outline of the relevance and significance of social media to businesses and how 'Word of Mouse' engagement has changed traditional marketing strategy.TRANSCRIPT
Digital Communications Strategy
January 2009
Digital communications
The Cluetrain Manifesto: The End of Business as Usual*11. People in networked markets have figured out that they get
far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.
12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
Become a credible participant in the ‘new conversation’
© 2009 Finache Pty Ltd. All rights reserved.
* Levine, Locke, Searls, Weinberger, 1999 - www.cluetrain.com
Digital initiatives:
Website/sSearch engine marketingSearch engine optimisationSocial media connectionse-Newsletters & e-BlastsWikipediaMobile webiPhone applications
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Now is the time for astute businesses to implement effective digital communications strategy to:
• Support their traditional marketing & communications• Give themselves a credible voice in the ‘new conversation’• Portray their human core• Position themselves as an aware and proactive leader
Measureable metrics validate strategy effectiveness
Position your business as a leader through sharing, educating and networking
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Social media spheres
The 3 Spheres of Social Media
Courtesy of
Share
Network Publish
Websites
© 2009 Finache Pty Ltd. All rights reserved.
Blogs
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Marketing via social media
• Over 85% of the world’s online population has used the internet to make a purchase
• More than half of internet users are regular online shoppers, purchasing online at least once a month
• Recommendations from fellow consumers play an enormous role in the decision making process (Nielsen 2008)
• People increasingly filter or block traditional marketing
Push marketing• Print ads• TV & radio ads• Emails• Direct mail• Telemarketing• Trade shows
Resisted
Pull marketing• SEO/SEM• Blogging• Social media• RSS• Free tools/trials• Viral videos
Permission
Social media = Cocktail party
No boundaries of time or spaceAnybody can listen in easily
© 2009 Finache Pty Ltd. All rights reserved.
Sow branding seeds and nurture your reputation as a credible leader in your space
Support key brand messaging via emerging conversation channels
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Marketing via social media
A new conversation has begun…
Participate or get left behind.
Above the line• Advertising
Below the line• Word of mouth• Conversation participation• Consumer engagement• Consumer feedback• Develop credibility• Build reputation• Enhance brand• Humanise• Entice
- Convey opinions and solicit feedback
- Exhibit news, capabilities and expertise
- Provide real-time news and conversation
- Win friends and influence people
…and more
‘Word of mouse’…
© 2009 Finache Pty Ltd. All rights reserved.
Social media strategy
Our four phase social media approach for effective engagement
© 2009 Finache Pty Ltd. All rights reserved.6
Phase 1 Assess
Phase 2 Initiate
Phase 3 Engage
Phase 4 Review
?Careful planning followed by a protracted campaign will achieve the best results.
Social media strategy
Social media effectiveness is not an accident. Strategy is crucial.
© 2009 Finache Pty Ltd. All rights reserved.7
Phase 1 Assess ?Assess your business & marketspace
Examine your current digital activities
Consider your resources
and then…
Develop a tailored social media strategy for your business to gain maximum exposure and engagement without burning a hole in your pocket
Social media strategy
Strategy is a mere concept until translated into action.
© 2009 Finache Pty Ltd. All rights reserved.8
Phase 2 Initiate
Establish & brand social media accounts
Interconnect and standardize messaging
Identify and create landing pages
Create core content
Commence marketspace surveillance
Set up source feeds
Social media strategy
Social media is for sociable people. Join and nurture the conversation.
© 2009 Finache Pty Ltd. All rights reserved.9
Phase 3 Engage
Pursue and attract target audience
Engage high profile targets
Produce regular high quality content
Maintain marketspace surveillance
Respond to feedback
Integrate with offline communications
Social media strategy
Social media is evolving rapidly. Success favours action.
© 2009 Finache Pty Ltd. All rights reserved.10
Phase 4 Review
Analyse meaningful metrics
Review results against objectives
Tweak the strategy
Monitor emerging social media trends
Explore other digital platforms for opportunities
Twitter growth is across the board with Australia ranking 4th
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What’s the deal with Twitter?
© 2009 Finache Pty Ltd. All rights reserved.
On a population basis, Australia is only slightly behind USA usage of Twitter.
The significance of social media to business is growing fast. Don’t be left behind.
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The rise of social media
© 2009 Finache Pty Ltd. All rights reserved.
For more information or assistance with digital communication strategies, contact…
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Contact
Tim DaviesManaging Director
Finache Pty LtdPO Box 3121Wheelers Hill VIC 3150, Australia
+61 412 848 [email protected]
Website: www.finache.com
© 2009 Finache Pty Ltd. All rights reserved.