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Integrated Digital Strategy Template

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					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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Description: This document is an aid to crafting an integrated digital strategy with a focus on social media.