how to rock digital
DESCRIPTION
Learn how to create an effective investment strategy for digital marketing and truly spread your web on the internet based on the diagnostic framework originally laid out by Avinash Kaushik on his blog Occam's Razor.TRANSCRIPT
How to Rock Digital!
Prepared by
Based on the diagnostic framework laid
out by Avinash Kaushik on Occam’s Razor.
• How to “spread your web” on the internet
• Identify opportunities and gaps
• Create a step-by-step strategy
• & Rock Digital!
What you’ll learn
Here’s How NOT to Rock Digital
Here’s How NOT to Rock Digital
Create a Facebook page
SHOUT at people
& hope they’ll give you
all their money!
Here’s How NOT to Rock Digital
Create a Facebook page
SHOUT at people
& hope they’ll give you
all their money!
If you really want to Rock You got to learn how to…
If you really want to Rock You got to learn how to…
If you really want to Rock You got to learn how to…
Spread Your Web!
Here’s what that looks like
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
Wait…WHAT?
Let’s break it down!
Own
Own Start with something you own-like your own website!
Don’t put all your eggs in Facebook’s basket! It’s not your basket! With your own website, you control the experience users get And you control all the data! Relying too heavily on platforms you don’t own is a BIG RISK!
Own Start with something you own-like your own website!
Don’t put all your eggs in Facebook’s basket! It’s not your basket! With your own website, you control the experience users get. And you control all the data! Relying too heavily on platforms you don’t own is a BIG RISK!
But don’t just build a pretty
looking website!
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Think about what you want users to do
once they visit your website!
That one big thing-that’s your
Macro Outcome.
Having your own website means you
can have multiple outcomes!
Look! So many outcomes!
Own
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
This is where all social media platforms come in.
Objective of your rented existence: build a loyal, repeatedly reachable, truly connected-to-your-brand audience.
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Focus more on Conversations
Less on Shouting
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Focus more on Conversations
Less on Shouting
It’s “Social Media”, Not TV.
So don’t do TV!
Own
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
This represents what we do with
TV, Newspapers & Radio.
Proactively Capture
(Behavior) Reactively Create
(Demand)
SEARCH DISPLAY + SOCIAL
Strong Intent Lots of Eyeballs
Reaching out to people who have already raised their hands
More like TV. (Partially raised hands visible ,likes, click through)
They have a need/want, what are they searching for?
Use your TV/Radio/Print experience to make RC more powerful
Distribution Structure? Influence Strategy?
Reactively Create
• Is your Display advertising strategy
really being able to Reactively Create
demand?
• Are you truly leveraging all that the
internet has to offer like Yahoo!/
Mommie Blogs/Facebook/Mobile
Applications?
Proactively Capture
• How often you show up in Organic or
Paid listings on Page One when someone
searches for what you have to offer?
• If not, you need to think about investing
in SEO & SEM to proactively capture
your target audience!
How Should you Split Your Budget
Between these Two Buckets?
Conventional Approach- Right to Left
Ideal Approach- Left to Right
Spend the budget you need to take 100% of the
Proactively Capture and then steadily spend rest
of the budget moving from right to left.
Where does Social Media fall?
“Social is unique. There is little need/want or
commercial intent. But we know a bit about the
unique context.
People often proactively raise their hand and
friend/follow/like/+1 our brand.
So we are Reactively Creating with the hope
that when the customer is ready they will
proactively look for our brand.” – Avinash Kaushik.
Own
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
Mobile-Friendly Version of Your Website
This has been essential since 2009. If you still don’t have one,
Go and get one!
NOBODY PUTS MOBILE IN THE CORNER
NOBODY PUTS MOBILE IN THE CORNER
Leveraging Mobile Ad Formats and
Extensions
Mobile search is exploding with opportunity since 2012. If you’re
not leveraging it, your mobile strategy is way behind.
NOBODY PUTS MOBILE IN THE CORNER
Go Beyond Mobile Sites and Ads
Future-proof your mobile marketing by conceiving a site/app that is uniquely created to leverage the mobile platform and its capabilities to truly become a part of your target audience’s lives.
Pretty cool huh? Let’s take another look at your web
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
• Serially go through the exercise of mapping your own web.
• Figure out what you do well and what you don’t.
• Identify the solutions & map them out!
If you skip steps….you end up building your digital castle in the air.
If you go through this diagnostic analysis, it will help identify your opportunities, point out
current gaps, and create a much, much better step-by-step digital strategy.
It will take some time to fix
the gaps and truly monetize
the opportunities, but in the
long run you'll win big.
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