2. Your Digital Mirror
Responses Social Media Survey
• 76% social media important
to their business success
• 28% use social media in their business
• 10% made it a top strategic priority
3. New Digital Divide
Mirrored
2011 Survey -902 US based executives
• 78% social strategy is critical to future
business success
BUT
• 27% digital strategy a top priority.
WHY the Gap?
What is preventing making it a priority?
4. Our 90 min
Conversation
• Reflects your responses
– 72% don’t use social media; discover value
– 60% feel overwhelmed
– 30% want tools to monitor and evaluate
– 22% need to differentiate the uses of social tools
• Use at least once a week
~66% - Facebook, YouTube
42%- LinkedIn
~10% -Blog, Twitter
5. Becoming
Digitally
Competitive
• PT 1 : Recognize Impact of Digital Revolution
• PT 2: Reach Your Target s
• PT 3: Get Strategic
• PT 4: Integrate Media Marketing
• PT 5: Monitor, Evaluate ROI
• PT 6: Apply to Ralph Lauren Case
Takeways – Best Practices
6. Impact of the Revolution
http://www.youtube.com/watch?v=3SuNx0UrnEo
7. What Are Your Impressions?
+ What did it make you feel?
+ Did you feel connected?
+ How do relate it to your
business?
8. Why the Digital Gap ?
1. Digital position of exec team
2. “Cultural” Gap- rules have changed
– Traditional companies -Information Age-
broadcasting VS
– Social business –Digital Age – conversation
3. B2B myth
4. Countries’ social media adoption
9. What is Your
Digital Position?
• Digital Native
– born digital, think social,
– need to implement strategic
• Digital Immigrant
– think strategic,
– need to implement digital
• Digital Alien
– think strategic,
– need to experience digital value
10. Cultural Gap-
Rules Have Changed
It was It’s now
Information Age -Broadcasting Digital Age - Conversing
Pushing message to client Pulling client to the message
One way message, controlled
Interactive conversation, open
dynamic
Business generated content User generated content
Interrupt client- direct immediate
action
Engage, build sustainable
relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information- protective
Sharing information –
transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR,
Advertising, DM
Integrate media seamless across
silos
Company promotes values Practice what you preach
11. Keys to a
Digital Mindset
1. Listen to your clients and employees
2. Respond quickly and openly to their
feedback and concerns
3. Involve with Permission, Respect & Trust
4. Engage them in conversations; develop
sustainable relationships
• Translate values into superior customer
service; generate loyal Brand Advocates
12. Dispel the B2B Myth
Social media = relationships= B2B
•Engage execs with purchase authority
– 59% connect with peers to address challenges
•Access to knowledge
– 59% share research and expertise
•Expand leads, discover partnerships
– Monitor conversations
• Decrease sales cycle
– Inform targets via conversations, feedback,
links
16. Why Twitter & APs ?
• Of 6 billion people, 4 billion have a communication device
that is Twitter ready
• Quick efficient 140 character communication
• Business Uses:
– Powerful search engine locates business targets
– Starbucks -Launch coupon; reach millions in seconds
– Twendz -Track brand sentiment, trends
– P&G, Walmart- Market research; gain product feedback
– Comcast -Real time customer service
– Deloitte- Communicate among employees (Yammer)
18. Why YouTube?
• Is moving, alive vs static text
• Easy to capture and upload to web (Flip)
• Second largest search engine
• Business Uses:
– Increase search engine position
– Gain brand feedback via “world’s largest focus”
– Home Depot-Build community via branded channel
– Consultants -Expand thought leadership via podcasts
– Continental Airlines -Cut costs via training,
– Customer service - How to videos
– Detailed Analytics, Insights
19. Why LinkedIn?
Everyone has same intention to connect
•Business Uses:
– Access professional targets/networks
– Generate leads
– Create partnerships
– Find great talent
– Through LI Groups, share skill set
– Build thought leadership
20. Why Google +?
• Fastest growing website/social network
• Become an early adopter
• Integrates with Google Aps (search, docs, gmail,
ecommerce, GPS, Android Mobile)
• Business Uses
– Segment messages to targeted circles (friends, team,
experts,, employees, potentials, projects)
– Increases search position
– Collaborate easily via Hangouts
– Built in Google Analytics and Ad words
21. Why Blog?
• Business Uses
– Updates content quickly
– Increases search position
– GM Fast Lane -Publishes its unique story/voice
– Personal branding-Positions you as an expert
– Builds a network- Via RSS (Really Simple
Syndication) posts are shared with subscribers
– Increases collaboration/exchange-private blogs
22. Why Crowdsourcing?
• Open call for solutions to: perform tasks, solve
complex problems, contribute fresh ideas
• Use Facebook, Twitter, website to collect data
• Business Uses
– Product innovation
• P&G increased outside innovations from 15% to 60%
• Cisco’s Billion $ Idea- 2900 participants from156 countries
submitting 824 ideas
– Online collaboration (IBM Jam)
– Design (brand, product)
• Garmin uses customers to improve GPS maps
23. Social Media Live Update
http://www.personalizemedia.com/garys-social-media-count/
Clicking this link will show you
how social media has been
embraced. Notice the elapsed time.
26. Assessment
• What
– Establish baseline -Determine company positioning
• How
– Assess if marketing tools are reaching goals
– Gather information
• Monitor search engine rankings
• Compare competitions’ use of marketing tools
• Listen--focus groups, social conversations
• Track Digital Footprint (social mentions)
27. Branding –
Listening Focus Group, Posts
• Why do you feed birds?
– Feel “Happy and generous“
– They are colorful
– Give them food
– Learn to identify them
– Get kids outside
– Connect with nature
– “My Birds”-a personal feeling of ownership
– Healing, relaxing retreat from urban life
35. Paid, Owned Earned Media
Paid Owned Earned
• works when pay $ * low cost to create * spread by unpaid
• don’t own * continues to work influencers
• little retained branding * shares brand content
* ↑ 61% mkt $ 2011
38. Digital Media
Optimization
• Develop each platform to increase search engine
rankings, site traffic, and user action
– use same keywords across all platforms
– optimize digital assets- videos, images, audio to gain
higher page rank and indexing
– build interactivity, conversations, drive traffic to online hub
• Target Social Communities
• Encourage Social Sharing
– leverage current users by allowing them to sign-in with
social network identities and share content
• Develop Content Management Plan
39. Content Management
1. Design plan to strategically upload content
2. Produce consistent updates including keywords
• Brands post at least once every day will reach 22% of their
fans in a week.
1. Reward conversation and engagement
• Coupons, thank you, links
1. Create rich content that promotes easy sharing
• Mashup/ mix digital media- graphics, audio, video, animation-
to create engaging content
41. Keys for Success
• Don’t push tools; design a plan
• Breakdown silos (advertising, PR, online,
social, mobile)
• Interact with customers via superior service
• Respond in real time
• Be patient -Digital Lifecycle
43. Evaluation
What is best use of your resources?
How are the tools performing?
•Monitor company/competitor chatter, Track
referral traffic
•Benchmark performance
to company goals and
customer satisfaction
44. Monitoring Tools
take the information, interactions generated…
collect, process, and analyze the content
45. • Google Alerts
Email updates on latest relevant Google results
– Monitor company chatter
– Research market
Tools:
Listen to Company Chatter
46. • True reach- followers actively listen to your posts
• Amplification- likely your messages will generate results
• Network score- influence of your audience
Tools: Klout
Measure Online Influence
47. Tools: Track Referrals
Shortened Links
• www.budurl.com http://bitly.com/
• Shortened URL
• QR Code
Referrers detail
• List of IP addresses
Location Detail
• List of countries
48. – http://
• Real time results … interactive dashboard
Integrated Platform:
listen, measure and engage with customers
/
http://www.radian6.com/resources/library/radian6-what-we-do/
www.radian6.com/see-demo/
49. Sustainability
You will
1. Listen to user feedback
2. Innovate digital channels
3. Adjust strategy
4. Integrate Social Business
Ecosystem
>>>>>>>>>>>>
After 12+ Months… Refine… Innovate …Fine tune
51. Ralph Lauren
Case Analysis
1. What was the strength of Ralph Lauren’s
marketing strategy?
2. View Ralph Lauren 4D Experience
3. What are the basic elements of David’s
digital marketing strategy?
4. Benchmark with SERVAS Analysis
5. How would you advise David to augment
his digital strategy?
52. The Official Ralph Lauren 4D
Experience - London
• http://vimeo.com/16723278
53. SERVAS Digital Analysis
Benchmark Campaign
•Sustainable Goal - What is the
targeted goal?
•Engage - How effective is the
message in attracting your target
market?
•Relationship – Did the message
stimulate the target to feel trust or
common interests?
•Value –Does the messages
communicate added benefit for the
individual or organization?
•Action- Does the message move
you to act?
•Synergy- Is the tool integrated
and leveraging other marketing
efforts?
55. What changes do you need to
make to become Digitally
Competitive?
56. Your Takeaways
Digital impacts social business
Digital mindset creates competitive edge
Digital marketing strategy critical 4 success
Integrate digital with traditional marketing
Balance paid, owned and earned media
Evaluate return on investment (ROI)
57. ROI of Social Media
http://www.youtube.com/watch?v=x-
uUIxYIYwU
58. 1. Commit resources
2. Listen, Plan, Test
3. Adopt Digital Mindset
4. Maintain consistent Brand
1. Access and monetize influencers
2. Maintain sustainable relationships
3. Develop Integrated Digital Marketing Strategy
4. Monitor competition’s digital footprint
5. Monitor your company's “digital chatter” and presence
6. Develop social media employee policy
7. Design a proactive crisis strategy
8. Evaluate your Social ROI
9. Keep Current…Drive Innovation
Reflected in our small survey -82% felts SM very or somewhat important but only 9% made it a strategic priority
WHY?
Divide defines a competitive opportunity
Now have a Basis for understanding impact of Digital on our business environment ;
Many companies enter the social media landscape by execs saying -gett me a face book page. I need a twitter presence. Social media is not something you can purchase because the currency is conversations and relationships and they need to be evolved.
How can we strategize and manage this new force?
How do you position your company ?
Client progresses through six inter-related stages. Each stage builds on the previous stage to realize an integrated strategy
How the marketing tools mix
Build on each other
Synergize