VIEWS: 3,547 PAGES: 39 CATEGORY: Internet Marketing POSTED ON: 8/20/2010
This document is an aid to crafting an integrated digital strategy with a focus on social media.
Your Company Digital Strategy Date Defining the Digital Strategy Web Social Mobile Your Company Digital Environment CRM POS Your Company – Key Digital Pillars • Facebook… Social • Mobile Apps, Mobile Marketing, M-Commerce Mobile • yourcompany.com, microsite.ca, e-commerce Web • Monthly Newsletter, CRM Database & Loyalty CRM • Signage, Ordering, WIFI POS Defining the Digital Strategy Where do we want to Where are we now? How do we get there? be? • What does the digital environment currently look like? • What is our current digital footprint within the larger digital environment? • How is this footprint connecting with your brand by market? • How are each of our digital assets currently being used? • How are we using digital to connect with our various audiences? • Where are we weak and where are we strong on the digital front? 4 Defining the Digital Strategy Where do we want to Where are we now? How do we get there? be? • Within our markets, what is the role of digital in developed markets? Developing? Launch? • Against our audience what is the digital experience we want to create? • What is the tone of voice that we will use? • Against our business segments what should be the role of digital in marketing, corporate communications and human resources, for example? 5 Defining the Digital Strategy Where do we want to Where are we now? How do we get there? be? • What are the gaps between where we are and where we need to be? From a creative development perspective? From a technical perspective? • What are the short term opportunities? What are the longer term opportunities? • What are the metrics/monitors that need to be in place to ensure we are meeting our goals? 6 Where are we now? 7 Where are we now? The Macro Digital Environment • 84% of your nation are internet users and spend an average 16 hours on the internet versus 12 hours watching television. • How consumers spend this digital time is evolving. Increasingly, they spend more time on social networks and less time on corporate websites. They typically spend up to six hours on social networks weekly. • Your nation is home to over 16 million Facebook users (47.9% of the total population) crossing all age demographics. • Smart phone penetration is ~31% in your nation and growing driven primarily by the launch of the Apple iphone increasing the popularity of mobile applications. 8 Where are we in social media? Digital Property Description Current Involvement World’s leading social network What is your company site connecting over 500 million doing? people allowing photo, chat, game & video sharing. A micro blogging service of 114 million people allowing users to send and read other users messages called tweets. Free , easy to use blog publishing software. Also known to significantly improve search engine optimization (SEO) on topics or for organizations. 9 Where are we in social media? Digital Property Description Current Involvement Location based social networking tool. Points and badges awarded to users who “check-in” to a particular venue. A video-sharing website that allows the user to upload, share and view videos. An image-sharing website that allows the user to upload, share or view photos. 10 Where are we in social media? Current Digital Property Description Involvement Rival to Facebook, a social networking site with a base of 125 million people. Allows users to chat, share photos, videos and music, and more. Growth stunted by Facebook. Tends to appeal to artist or music based audiences. A business-orientated social- networking site. Used heavily for recruitment of professionals. A blogging platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog, a short-form blog. 11 Where are we in social media? Current Digital Property Description Involvement A social-networking site of 117 million people that lets users post and view blogs, videos, music, photos, and questionnaires. A social news website. Users post stories or news and other users vote it up or down, digging or burying it. Used by bloggers. Social bookmarking service for storing, sharing and discovering web bookmarks. Stumble upon also sports random and community building. 12 Where are we in social media? Current Digital Property Description Involvement An online platform for people to create their own social networks around a specific interest. A general consumer review website that lets users read and post reviews of products. A virtual world in which ‘residents’ interact with one another through avatars. 13 Social Media Metrics for your company Social Property Network Size Your Company Metrics Facebook 500MM users Google 2 billion searches/day Twitter 93MM* Foursquare 500,000 users 1.4 M venues 15.5 million checkins Blogosphere 133MM blogs YouTube 2 billion views/day 14 Where are we on the web? Digital Property yourcompany.com 15 Where are we on the web? Digital Property Special Applications 16 Where are we on the web? Digital Property Microsites 17 Where are we on the web? Digital Property Internet Banner Advertising 18 Where are we on the web? Medium 2009 2010 2011 2012 2013 % % % % % TV Radio OOH Internet Source: Your Company Media Spending 19 Where are we with CRM? Digital Property Data Base 20 Where are we with smart phone mobile? Digital Property Smart Phone Mobile 21 Where are we with in store digital? Digital Property Wi Fi Availability 22 Where are we with in store digital? Digital Property Menu Boards/Self Order 23 Summation – Strengths & Weaknesses Strengths Weaknesses 24 Where do we want to be? 25 Social Media Strategic Objectives by Market Development (example) Reward Loyalty Build Loyalty Invite Loyalty Within developed Within the developing For launch markets, the markets, the mission of markets, the mission of mission of social media is to social media is to social media is to provide start the discussion about reciprocate the loyalty a voice for new advocates your company and help shown to us by our of the brand to attract create the sense of customers. new users. “discovery” about the brand. Tactics to include Tactics to include Tactics to include 26 Defining the Your Company’s voice The Brand Promise The Digital Voice If you don’t have one, get one! The digital environment invites a direct, personal and two way discussion with the audience. Your company will participate in this dialogue with a voice that is…. 27 Defining the social media foot print. Core social media properties to be developed. All others to be monitored for discussion content and potential development (example scenario) Your Company 28 Social Media Development Strategy (example) High INVEST & GROW PROTECT & HARVEST Importance Low High NO ACTION WATCH Growth Low 29 Social Media Development Strategy Digital Property Development Strategy 30 Social Media Development Strategy Digital Property Development Strategy 31 Social Media Development Strategy Digital Property Development Strategy 32 Digital Properties – All Other - Actions Digital Property Actions Website Special Applications & Micro sites CRM Smart Phone Application Wi Fi / Instore Signage 33 Digital Organizational Structure & Strategy Unlike conventional advertising, digital media has greater flexibility and potential application at varying levels across the many platforms. It has the potential to be a powerful tool not just within traditional marketing communications but on behalf of other departments within your company. However, ease of use poses it’s own challenge of losing control resulting in inconsistent and/or redundant application across the business centres. The following chart illustrates the strategic or effort priorities of the business centres but with the execution and governance of digital communications being issued from a central source. Digital Organizational Structure & Strategy Marketing Communication & Governance Human Corporate Resources Comm. Digital Effort Priority Employee Company recruitment news Reinforce Crisis employee management experience How do we get there? 36 Your Company road map follows a maturity model (example) Step 1: 2. Establish 3. 4. Increase 5. 6. Social Look & Social Footprint Engagement Social Community Sophistication Listen Currency Building Monitor Social Network Sites Define Voice & Start Reach out to Address issues conversations Facebook Tone conversations brand driving complaints advocates Reporting Social Networks – Link to existing Custom Empower your Commerce Myspace, Linkedin, networks response advocates Twitter (external) Social Media Media Sites (Youtube, Link to existing Non social Empower your Gather ideas from Education Flickr) conversations content goes advocates community social (internal) Monitor Blogs & Podcasts, Respond to wall, Geo targeting Allow for Adapt products & growth of Wikis & Communities comments community services and other social defense policies networks Supported by SEO Quality following Appropriate Location Social Media ROI vs. quantity staffing based community building Social longevity Social web (ongoing no one integration offs) In Place Phase One Phase Two Timing Digital Integration Roadmap Phase One Phase Two Thank you 39
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