7 Smart ways to optimize your digital presence

Mathieu LanssensManaging Partner Invisible Puppy

mathieu.lanssens@invisiblepuppy.comwww.invisiblepuppy.com @MaTHla

@Invisible_Puppy

Hi, i’m Mathieu

It’s time to act!

7 Smart ways to optimize

your digital presence

1. Know your Digital Presence

it’s going to hurt…

2. Identify your objectives & strategy

Sell

Influence

Inform

Facilitate

“ If you don’t know what your objective is, how can you expect your audience

to act in a certain way? ”

Where do you

want to be in

the future?Where are

you now?

Identify your objectives & strategy

1. Identify your objective (sell, influence, inform, facilitate)

2. Generate your gap analyses:

› Where are you now?

› Where do you want your digital presence to be?

3. Set sub-goals and sub-objectives

4. Set up tracking to measure success

3. Understand the shortcomings:

Where is your digital presence failing?

your tweets have no shares…

no retweets…

conversion is low

conversion is lowyou feel like sh…

5 things that indicate a poorly performing digital presence:

1. Lack of overall strategy

2. Lack of measurable objectives

3. Lack of engagement

4. No consistent story

5. Lack of analytical interpretation & follow up actions

4. Correct assesment of which

resources are available to you

Asses which resources are available to you

1. How well do you create & publish content?

2. How do you distribute & promote discovery?

3. Who are your brand advocates? Who are your brand employees? How do you engage with them?

4. What kind of business intelligence do you have?

processes, people, technology

5. Tell stories in order to

create real engaging content

since the dawn of humanity

In the abstract, ideas are hard to communicate“ Ideas need stories. ”

They help us to get intimate…because we share an emotional bond

Stories create an emotional connection

Best storytelling ever…?

“ We don’t just sell blocks,

we sell possibilities.”

Lego.

Re-branding corporate websites

“ Stories can’t be about you,

they have to be about your customer ”

6. Build a workflow

1. Create content

2. Manage it

3. Deliver it

4. Engage with advocates & users

5. Monetize it (if you’re selling content) or use it to convert visitors to customers

6. Optimize

7. Repeat

What does a typical digital presence workflow look like?

Pick the right tools…

Your standard set of tools to help you create, manage and publish your digital presence:

1. Website / Content KEEP YOUR WEBSITE DYNAMIC

2. Rich media INCLUDE VIDEO IN YOUR CONTENT

3. Mobile DELIVER ALL YOUR CONTENT TO ANY DEVICE

4. Delivery CONTENT NEEDS TO BE EVERYWHERE, FAST

5. Social engagement TRACK HOW YOUR CONTENT IS PERFORMING ACROSS SOCIAL NETWORKS

6. Optimization BUILD A DASHBOARD TELLING YOU HOW EVERYTHING IS GOING

7. Focus on the long term and strive

to deliver real customer experience

You have only 1 chance for a first impression

› Online/Offline… there is only one customer experience

› Merge online and offline experience into 1 strategy

› Change the processes internally and involve as many people as possible

› Pick the right tools to create, manage and deliver your awesome digital presence

Conclusion

Recap these 7 steps again and again

1. Know your digital presence

2. Identify your objectives & strategy

3. Understand the shortcomings

4. Correct assesment of your resources

5. Tell stories in order to create engaging content

6. Build a workflow

7. Focus on the long term and strive for real customer service

iBlendr.com

Questions? www.invisiblepuppy.com or at our stand C07