Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

The Secret to Digital Strategy Success

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 42 Anzeige

The Secret to Digital Strategy Success

Herunterladen, um offline zu lesen

Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.

Each day dawns with a new digital platform, app, or data provider courting you for your scarce dollars and attention. To be successful at digital content and marketing, publishers and brands must start with a strategy that puts people at the center of their efforts, defining the kind of relationship they will — and won’t — have with their audiences. Technologies will come and go, so we will discuss the components of a modern digital marketing strategy that will have staying power beyond the next bright shiny object.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (19)

Andere mochten auch (20)

Anzeige

Ähnlich wie The Secret to Digital Strategy Success (20)

Weitere von IAB Canada (20)

Anzeige

Aktuellste (20)

The Secret to Digital Strategy Success

  1. 1. Charlene Li, CEO and Principal Analyst @charleneli The Secret to Digital Strategy Success Putting People First, Not Technology
  2. 2. STRATEGY What you will do…and won’t do with digital
  3. 3. Digital is About Putting People First
  4. 4. Short -term Transactional Occasional Impersonal Long-term Two-way Constant Authentic What kind of relationship do you want?
  5. 5. Four Components of a Relationship-Based Digital Strategy 1. Engagement 2. Data 3. Capabilities 4. Leadership Digital Strategy
  6. 6. Four Components of a Relationship-Based Digital Strategy 1. Engagement
  7. 7. Why Most Digital Strategies Fail Measuring campaigns not relationships
  8. 8. A Notable Disconnect
  9. 9. Lead scoring Prevent Churn Conquesting Sampling Reward loyalty Promote advocates Reactivation Product personalization Identify influencers Lookalike Audiences Anticipate support find understanding customer behavior an extremely significant challenge 53% Mapping the Customer Journey
  10. 10. Maersk Line Maps and Plans Engagement by Type of Relationship
  11. 11. Wells Fargo’s Command Center Operates at Scale Strategy •Early alert system for emerging issues •Routing and triage to stakeholders •Data trends on a range of topics Structure •60 active users (dashboards and data) •Runs on Brandwatch •Rolled out in early 2014 Benefits •Insight for senior leaders •Speed to market for new products •Improved customer service 13
  12. 12. Wells Fargo Mortgage Brokers Empowered on Facebook and Linkedin Facebook Linkedin
  13. 13. Four Components of a Relationship-Based Digital Strategy 2. Data
  14. 14. SEM Website content Ads: display, retargeting, affiliate Email SMS Case Study: Universal Music Group uses social data to better target customers •Profile •Friends •Reviews •Comments •Location •Shares •Views •Likes
  15. 15. Universal Music Group uses social data to better understand customer interests 1.Match social profiles to email through social login Social scores Append to email database 2. Capture social signals •Facebook Likes •Twitter Follows •Spotify Listens •Youtube Views
  16. 16. Non-Targeted Email Unique Open Rate: 7% “Batch & Blast” Content Heavy 20+ Promoted Items UMG’s Interscope Records Customer Email
  17. 17. Interscope Sees Lift in Open Rates by Targeting with Social Signals Semi-targeted Email Unique Open Rate: 16% Targeted Twitter Followers of • Will.i.am • Britney Spears • Lil Wayne • Diddy
  18. 18. Note: for those unfamiliar, “The XX” is a band Combining Social Scores for Even More Relevance ∙ Targeted Email Unique Open Rate: 66.7% ∙ 10x increase ∙ Targeted by: ∙ “The XX” Social Scores* ∙ Great Gatsby Social Scores
  19. 19. Finding the value of digital transformation can be like navigating with a flashlight
  20. 20. Data Diversity Requires Data Expertise Content Type Social Action Type Content Lifespan Platform Demographic Type of User Relationships Data Types Location Awareness
  21. 21. Clean Data is Happy Data ∙Source: Altimeter Group 23 Publishers (Social Networks, Community, Enterprise Collaboration) Social Data Middleware (Gnip, DataShift, Topsy, Firehouse, Public APIs) Social Applications Listening/Monitoring Engagement SMMS) Publishing Analytics Enterprise Applications CRM BI Market Research Commerce Email Marketing Fraud Detection/Risk Mgt Supply Chain
  22. 22. Social Data Intelligence Emerges Over Time
  23. 23. Ask the Right Question about Value 25 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express
  24. 24. Four Components of a Relationship-Based Digital Strategy 3. Capabilities
  25. 25. Biggest Challenges of Digital
  26. 26. Converged Media Challenges Culture and Organizations Media Buyers Advertising Sponsorships Content Marketing Communications Business Units Public Relations HR/Advocacy
  27. 27. Create a Center for Excellence with Clear Responsibilities 29 Executive Alignment Content & Customer Experience Policies Best Practices Sharing Metrics & Accountability Staffing & Training Enterprise Platforms Listening & Analytics Enterprise Digital Strategy Develops content strategy that supports CX. Oversees POE platforms including Web, Community, Facebook, Twitter, LinkedIn Coordinates digital policies and procedures Leverage best practices across Regions/LoB Align Investment in holistic digital approach Help set standards for staffing / roles and training Leads process across functions to prevent needless silos in strategy Provides insights for use throughout the organization Manage a set of common platforms all Regions/LoB need Manage common measurement framework to ensure ROI impact Digital Hub
  28. 28. TD Bank Focuses on Employee Engagement to Connect with Customers 30 •85,000 users in CND & USA •2M connections made •6,500 communities Business Value •Build for the Future •Supports Transparency •Supports Unique & Inclusive Employee Culture •Productivity •Employee Engagement
  29. 29. 7,000 Applebee’s employees in 1,000 locations monitor and respond to customers in social media
  30. 30. Planning is Needed to Scale Engagement Community ∙Where are they? ∙What are the touch points? ∙Who’s interacting with them? Content ∙Where is it coming from? ∙Local vs. regional vs. national ∙How is it distributed? Governance •Who has permission? Training? •What are the brand guidelines? •How do you empower but maintain oversight? Orchestration •Who’s responsible? (local/regional/national) •How do you monitor? •How do you analyze the data? EXTERNAL INTERNAL
  31. 31. Education Develops Judgment – and the Confidence to Use It What you should do What you shouldn’t do Judgment is needed in between
  32. 32. Four Components of Digital Strategy 4. Leadership
  33. 33. Leadership Framework for the Digital Era Create Shareable Digital Content Set Digital Engagement Strategy Filter Digital Signal from Noisy Data Drive Organizational Digital Capabilities Personal Organizational Internal External
  34. 34. Key Players in Digital Transformation CHRO CMO CIO
  35. 35. How to Get Results
  36. 36. #1 Develop Trust
  37. 37. #2 Focus
  38. 38. #3 Scale
  39. 39. Digital is About Putting People First

×