A Presentation on Digital Media Strategy, the tools available and bringing it to life.

1. If you build it will they come?
A Presentation on Digital Media Strategy, the tools available and bringing it to life.

2. “Today’s emerging physical reality of always-on, anytime,
anyplace and anyhow digital access increasingly looks
certain to alter the ways in which many of us will interact
with cyberspace, with organizations, and with each other”
- Christopher Barnatt, ExplainingTheFuture .com
If you build it will they come?

3. “Digital is still the fastest growing area of marketing, customer retention and
engagement.” - Dan Mortimer
My Digital Theory of Relativity:
Success = (Strategy + Engagement + Measurement + Analysis)∞
For digital media success we need to develop a strong strategy, engage our
audience, measure the reaction, listen and analyze and then start the process
again.
If you build it will they come?

4. The Digital Media Cycle
A constant movement from strategy, to creation, to measurement and re-
evalution, back to strategy
Engagement
& Measurement
Encouragement
Strategy/
Analysis
Concept
If you build it will they come?

5. “act more like Dale Carnegie and less like David Ogilvy: listening rst, selling second.” -
Eric Qualman
Developing the Strategy/Concept
Keys to planning a successful digital media strategy
• Defining your goals and objectives
• Knowing you audience
• Understand the technology
• Developing a consistent message
If you build it will they come?

6. Visitors to leads and leads to customer conversions
De ning goals and objectives
• Increase presence, develop a community
• Increase followers, increase fans, increase network, increase sales
• More comments on blogs, more conversions, more members, more indexed
pages in google
• Who are you, and what do you want to say?
• Develop strategies for measuring success
• Choosing the right KPI’s (Key Performance Indicator) and objectives
• Which analytics do you choose to measure your success
If you build it will they come?

7. “what they enjoy, what leaves them cold, what makes each of them totally unique”. -
razor sh
Knowing your audience
• What do they have to say and who are they saying it to
• The “consumer” is replaced by the “community member”
• Where are your customers online?
• What are your customers social behaviours? Do they read content, comment
etc?
• Do you customers influence others?
• Do Social networks or Particular web sites influence your customers
decisions?
• Assess current client demographics, communication needs, and opinions
through paper, phone, and online surveys
• Where a people are talking about your brand?
• How do your customers use social technologies to learn, make decisions and
support your products and/or services?
• Targeting to one individual and cater to others
• Must get an in-depth understanding of the client and their processes, spend
time with their brand

8. One consistent message that can be carried across all channels
Developing a consistent message
• Develop a strong message theme (visual and written).
• Form a relationship between message and audience
• Develop message consistency across communication tools.
• Clear and defined calls to action
• Easy to consume content
• Form a link between message, audience and communication tool.
If you build it will they come?

9. Develop an understanding of new technologies as a means to communicate with clients
and community
Understanding the technology
• Technologies employed fit and enhance the design on it’s delivery platform
• What tools best engage your target audience
• Companies need to be where their customers are online
If you build it will they come?

10. “Ready, Steady, Go!”
Other considerations
• How much time and resources does the client have too invest in the strategy?
• What are the their brands weaknesses and strengths?
• Update the website add a blog and a starting standard (Facebook/Twitter).
• Review current social media best practices
• Who will manage the online/digital accounts and identity
• Establish policies and procedures for digital media updates
• Time management plan/Social media management tools
• Optimize for search and introduce ads.
• Start building your team and timelines
• One budget and one strategy that can cut across all digital media channels to
effectively engage your target.
• Online community benefits from real life meeting – create events that bring
community together in a physical space and allow people to build connections
If you build it will they come?

11. “Don’t talk at the community, talk with them” - Red Ant
Engagement & Encouragement
• Listen carefully before you engage
• A general shift in digital media from ‘Push’ to ‘Pull’
• People are resisting being broadcast to and prefer to find the information for
themselves
• The people are in control, no longer the editors, publishers etc.
• Offer interesting, real content
• Talk back and join the conversation
• Building customer and fan relationships to encourage repeat visits and sales
• Be flexible. Be ready to adapt to changing needs of your clients
• Corporate blogs, Twitter and Facebook accounts are becoming standard
• Understand that not all clients maybe using the same kind of tools of
engagement
• Dipping your toes into viral video content can pay huge dividends
If you build it will they come?

12. “As the digital landscape continues to evolve and becomes a more open forum, the
ability for brands to measure audience engagement and behavior will ultimately help
companies embrace the potential of the online space” - Julie Coulton
Measurement
• Develop strategies to measure success
• Develop a Measurement and Improvement program to assist in further goal
setting
• Google analytics, bit.ly to measure links, conduct surveys, facebook insights
• Tools like Tap11 or Hootsuite, Brandwatch, omniture, tweetmeme, postrank
analytics, Google insights to measure social media brand mentions
• Measuring or noting any unexpected benefits achieved from the digital
strategy?
• Cost-Per-Click, Cost-Per-Thousand, Cost-Per-Action
• A plethora of digital media monitoring solutions
If you build it will they come?

13. The ultimate aim of a digital strategy should be to move the audience through each
step within the engagement path to achieve the stated goals of the digital strategy.
Analysis
• Sentiment analysis, measureing whether the comment on Twitter is positive
or negative for the brand: Viral heat, Twendz; Tweet feel, crimson hexagon,
sentiment metrics
• Other boardreading or social media sentiment searches: socialmention.com,
icerocket.com and boardreader.com
• Consumer preferences and feedback analysis
• Start to formulate new ideas and strategy based on measurement and
analytical findings. Move with the conversation. Be flexible and adapt.
If you build it will they come?

14. Digital Media Droplets
Mobile
Email Online
Offline
If you build it will they come?

15. SEO
The Online Droplet SEM
Plugins
CPC
Open
Standards Search
Websites CPA
Podcasts
Publish Online Magazines/
Ebooks
Widgets
Microblogs
Social
E-commerce
Banners
Networks
Share
Social
Games
If you build it will they come?

16. The ultimate aim of a digital strategy should be to move the audience through each
step within the engagement path to achieve the stated goals of the digital strategy.
The Online Droplet (random) notes:
• Large growing interest in HTML5 for more engaging interaction without
plugins
• Blogs/CMS – Joomla – Drupal – Wordpress – TYPO 3, RSS feeds
• Banner campaigns – AdWords – PPC – CPC, CPA, CPM or CPT – Buying/
Placement
• Viral Video campaings/production
• Websites, Twitter, Facebook and some form of blog are standards in the
marketplace
• Social Media Categories: Publish, Share, Discuss, Social networks, microblogs,
lifestream, livecast, virtual worlds, social games,MMO
• Search – SEO – SEM – Tracking – Brand Watching
• Tracking/Analytics – companies
• Web Apps – Startups, tools, services (Basecamp, mahalo)
• Affiliate marketing, tradedoubler
If you build it will they come?

17. The Mobile Droplet Foursquare Gowalla
Geolocation
Game
Center
Mobile
MMS
Games
SMS Mobile TXT
Native Apps Ads iAd
Apps
QR Code
Web Apps AdMob
If you build it will they come?

18. The ultimate aim of a digital strategy should be to move the audience through each
step within the engagement path to achieve the stated goals of the digital strategy.
The Mobile Droplet (random) notes:
• SMS – QR Codes – Native Apps – Web Apps – TXT 888
• Location based marketing offered from Cell carriers is beginning to grow
• Mobile web marketing
• In-game mobile marketing
• In-App purchase for direct touch sales
• Companies are starting to see real revenue coming in from mobile advertsing
• Branded Functionality - designing an app that helps people solve problems
If you build it will they come?

19. The Email Droplet Mailchimp
BulkMailer
Digital
Newsletter
Opt-in
Email Email
If you build it will they come?

20. The ultimate aim of a digital strategy should be to move the audience through each
step within the engagement path to achieve the stated goals of the digital strategy.
Email Droplet (random) notes:
• Opt-in email advertsing
• Although tricky due to spam still an effective way to create leads to your
products
If you build it will they come?

21. The Offline Droplet
Kiosks
Billboards/
E-Boards
Stadium Word of
Screens Mouth
Retail Store Magazines Offline TV
CD
Radio DVD
Newspapers
If you build it will they come?

22. An iProspekt study shows 40% of all online purchases are in uenced through offline
channels
Offline Droplet (random) notes:
• DVD’s, CD,s, Kiosks, Stadium Screens, Airports, Train Stations, Trade Fair/
Expo etc.
• Billboards/E-Boards
• Word of Mouth
• Newspapers
• Television
• Magazines
• Cross-Media advertising, links or QR codes leading to landing pages etc.
If you build it will they come?

23. E3 is one of Europe's biggest independent marcom agency networks consisting of the
industry's brightest and creative marketing communications experts
Bringing it to life
E3 Digital Media
Skills Database
If you build it will they come?

24. Questions?
If you build it will they come?