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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