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Big Data. Influencers. Social Engagement. Content Strategy. With so many buzzwords flying around, it’s easy to get distracted by the latest shiny object. What digital communication industry needs to succeed isn’t more jargon. It needs more operational rigor. Getting Things Done is the new digital mantra. In this session, industry veteran Brad McCormick breaks through the smoke and mirrors that accompany nearly every digital and social strategy presentation and presents four key principles of smart digital and social media execution. McCormick shows communicators how to bridge the gap between simply creating big ideas and executing them – the place where many organizations fall short. Using real-world examples, he provides solutions to simplify digital and communications plans, shows you how to adopt digital trends without getting distracted by noise, and demonstrates how to find solutions to fit in any budget.
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Agenda
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Agenda
X
Agenda
#1 Trend
#2
Trend
(BIG GAP)
Cindy Gallop Association of National Advertising
2010 Conference
#3 Trend
TIME
COMPLEXITY
TIME
COMPLEXITY
ORGANISMS
TIME
COMPLEXITY
ORGANISMS
TIME
COMPLEXITY
BUSSINESS
TIME
COMPLEXITY
TECHNOLOGY
TIME
COMPLEXITY
MARRIAGE AROUSAL TRIGGERS
TIME
COMPLEXITY
Your Digital & Social Media Marke<ng Plan
Your Insanely Complex Digital & Social Media
Marke<ng Plan
RIGHT STRATEGY
WRONG STRATEGY
BAD EXECUTION GOOD EXECUTION
Agenda
4 Tips
Anti -Marketing Complexity
4 Tips
To Make It Easier to Execute Against Digital Strategies
and Trends
Anti -Marketing Complexity
Tip #1
Tip #1
Pick Only One!
Tip #1
Exis<ng Customers Purchase More OLen.
Tip #1
Create New Customers.
Tip #1
Increase Purchase Volume.
Tip #1
�
Pick Only One!
Tip #1
Tip #1a
Tip #1a
Tip #1a
Tip #1a
Tip #1a
Tip #1a
Tip #1a
Increase Repeat Web Visits from our TwiRer Community by 10% by the end of September.
Tip #1
Increase our Female Facebook Fan Growth Rate by 15% by the end of Q3.
Tip #1
Increase the social engagement of new product video content by 8% by the end of
the 2014.
Tip #1
Anti -Marketing Complexity
Tip #1
Anti -Marketing Complexity
Tip #2
Tip #2
Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures the Ac<ons to
Achieve The Objec<ve
Hard to Influence Easier to Influence
Predictable
Tip #2
Tip #2
Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures Ac<ons to
Achieve The Objec<ve
Tip #2
Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures Ac<ons to
Achieve The Objec<ve • Increase website conversions
Increase Posi<ve brand men<ons
• Facebook content Engagement “likes”
• TwiRer followers, RT • Shares, Comments
Tip #2
Anti -Marketing Complexity
Tip #2
Anti -Marketing Complexity
Tip #3
Tip #3
Tip #3
Tip #3
Tip #3
Tip #3
= X
90
2014 Q1 & Q2 : Facebook Sen<ment Facebook Metrics – Engagement by Sentiment
.0009%
.04%
.003%
.05%
.0004%
.03%
.008%
.06%
.003%
.02%
.001%
.01%
.003%
.03%
.003%
.003%
.02%
.01%
.002%
.01%
.003%
.04%
.003%
.04%
4 4 4 3 4 3
26
217 370
136 109 67 70
177
151
136 114
117
0
100
200
300
400
500
600
JAN FEB MAR APR MAY JUN
Client A
Compe<tor #1
Compe<tor #2
Compe<tor #3
Engagement with Content
49% of Visionworks content has an
image. 65% of total engagement comes from those images.
Compe<tor #3
Compe<tor#1 Client A
Compe<tor #2
91.3%
4.8% 3.3% .6%
65.9%
30.7%
3.4% 97.1%
.4% 2.5%
96.6%
.7% 2.7% .1%
Content PosCng Style -‐ July Compe<tor #1 Client A
89.5%
5.9% 3.9% .7%
49%
9.4%
41.7%
90.7%
1.7% 7.6%
78.1%
8.5%
13.0% .4%
Compe<tor #2 Compe<tor #3
Facebook Growth By Month August September October
Brand Likes % Growth
Engagement % growth
Likes % Growth
Engagement % growth
Likes % Growth
Engagement % growth
Client A 78.71% -‐29.68% 2.77% 5.50% 2.35% 100.87%
Compe<tor A 6.41% -‐13.53% 9.04% 46.69% 15.67% 136.80%
Compe<tor B 25.69% -‐1.19% 14.56% 95.67% .17% -‐72.67%
Compe<tor C 4.92% -‐8.25% 6.25% 56.85% 6.71% 6.72%
*Engagement Rate is based on Julys stats and con<nue from there
Anti -Marketing Complexity
Tip #3
Anti -Marketing Complexity
Tip #4
Anti -Marketing Complexity
Tip #4
TIME
COMPLEXITY
TECHNOLOGY
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