Connecting with members across digital channels

Presented to IIN ConferenceBy Tim Nicholas, Marketing Services Mgr, ICAA

19 Feb 2013

Digital trends

Agenda

1. Trends

2. Synchronisation

3. Dynamic content

4. 3 screens

5. Future

Trends

- Digital becoming lead channel for all communications with members

- Many digital ‘touchpoints’

- More coordination and synchronisation than ever before

- Need to harness “earned, owned and paid” media

- Rise of mobile/tablets

- Search and social media key planks of digital strategy

- Analytics & reporting essential to unravel/understand ‘big data’

Synchronising digital channels

Example: Business Forum

• Digital channels promoted in brochure >

• Align vanity/short URL and Twitter hash tag >

businessforum.com.au | charteredaccountants.com.au/BusinessForum | #BusinessForum

• Research/optimise meta data (title/description/keywords) in web page >

• Include keywords in blogs, tweets, YouTube clips (tags)

• Use LinkedIn ‘Companies / Products’ functionality• Encourage staff/connections to ‘Recommend’

Example: Business Forum

Digital channels Destination(eg microsite)

User actions

Digital channel synchronisation

SUMMARY

• Optimise the quantity and quality of ‘paid/earned/owned’ sites linking to your content, and align keywords/phrases with meta data

• Post relevant updates in your SM channels as frequently as practical

• Leverage Google+: integral to any social media plan and key to high ranking in Google organic search results

Dynamically changing content

A dynamic web page’s content varies based on parameters set in the CMS.

Users expect more of their content to be tailored to their needs • E.g. online media / service industry web portals

Use CMS to automate the following:

1. Customisation of content displayed according to user identity and/or market segment (“engagement automation”)

2. Trigger actions based on user journey (e.g. a pop-up)

A/B testing enables continuous improvement cycle.

3 screens – mobile first approach

A mobile-first approach is opportunity to address

• Usability

• Content tone of voice

• Accessibility (for all devices)

• Search engine optimisation

• Tools > which merit an app?

• Placement of rich media

Future key drivers

• Responsive design (device optimisation)

• Automated audience engagement

• Engagement analytics

Thank you.

Questions?

Contact | tim.nicholas@charteredaccountants.com.au | @TimOnTwtr