Developing a successful digital communications strategy
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Under the patronage of the UAE’s President, HH Sheikh Khalifa bin Zayed Al Nahyan, and hosted by the Ministry of Energy, the 3rd GCC Petroleum Media Forum was held on 19-20 April at the Rosewood Abu Dhabi. #GCCPMF At the forum, I ran a session on developing winning digital communication strategies. The communications landscape has changed drastically, and organizations are pressured to adapt to this change in order to meet customer demands and build and protect their brands. We discussed foundations of digital communication strategy, measurement frameworks, content marketing, audience insights and a number of other topics. www.gccpmf.com
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Developing a successful digital communications strategy
- 1. Developing a successful digital communication strategy
- 2. • The session • Foundations of digital communication strategy • Ways of working, audience, content and measuring success • Trends and insights Mohammed Alsiddiq @mxmajid linkedin.com/in/mohammedabdulmajid #GCCPMF
- 3. Foundations of digital communication strategy #GCCPMF
- 4. Challenges facing organizations today #GCCPMF Manage and protect reputation online Engage employees and improve collaboration Establish readiness for online issues and crises Changing media landscape and media fragmentation Attracting top talent Developing and delivering relevant, timely and engaging content Build a digital communication capability Take control and shape online conversations Lack of effective metrics Speed of change, and response
- 5. A digital communication strategy is needed to address these challenges, support business objectives and communicate effectively in today’s world. #GCCPMF
- 6. #GCCPMFKey drivers Digital Strategy Marketing and Communication Strategy Business Strategy
- 7. Manage our reputation , monitor and manage issues, reinforce our narrative #GCCPMFDefine a clear mandate Build brand awareness and understanding of what we do Changing perception around specific issues, and position your brand as a thought leader Inform and engage our stakeholders Increase communication effectiveness and collaboration between our employees across all units Promote our services, generate leads and support business units
- 8. #GCCPMFDigital communication strategy framework Business Business strategy Marketing and communication strategy Brand positioning and narrative Communication policy Capability and resourcing Brand and business research KPIs Market Competitive analysis Landscape audit Industry insights Audience Audience segmentation Primary and secondary research Persona development Inputs Mission Core purpose of the digital strategy Objectives Detailed SMART objectives Strategies How will these objectives be achieved Tactics Define the required tactics to deliver each strategy Platforms What platforms are required to deliver, manage and measure these strategies Channels Define owned, earned and paid channels and establish clear rationale and priorities Content Define overall content strategy, messaging and content formats Capability What skill sets are required to deliver the strategy Timeline Key milestones to deliver various tactics Budget Overall capital and operational expenses of delivering the strategy Outputs
- 9. #GCCPMF Building on the foundation Mission Core purpose of the digital strategy Objectives Detailed SMART objectives Strategies How will these objectives be achieved Tactics Define the required tactics to deliver each strategy Platforms What owned platforms are required to deliver, manage and measure these strategies Channels Define owned, earned and paid channels and establish clear rationale and priorities Content Define overall content strategy, messaging and content formats Capability What skill sets are required to deliver the strategy Timeline Key milestones to deliver various tactics Budget Overall capital and operational expenses of delivering the strategy Crisis Communication strategy Issue management, escalation process, dark sites, response protocols Financial communication strategy Investor desks, online tools, annual report microsites, visualizations Social media strategy Community management, influencer strategy, content calendars, social media advertising Content strategy Content themes, formats, distribution channels (native, social, search) Intranet strategy
- 10. Ways of working, audience & content and measuring success #GCCPMF
- 11. In-house Governance is key - clear policies and templates, global reporting framework, unified social media and web management platform, etc. #GCCPMF Ways of working Every organization has different needs, and team structure will vary based on a number of factors External Communication, social media and digital agencies Content producers Publishers Media Corporate and business units Digital communication leads Communication planning, content calendars, messaging, community management, etc. Digital communication center of excellence Best practice, guidelines, policies, measurement and reporting, platform development, advisory and training, etc.
- 12. Define your audience and develop personas Personas will align internal stakeholder and bring your audience closer to your communication planning efforts #GCCPMF Audience & content Develop and deliver engaging content Invest in visual content that’s aligned with your content themes. distributing your content is key especially with limited organic reach of content Establish a strong sense of character How your brand speaks, looks and engages online
- 15. Attention Attitude Action Volume of interest (traffic, followers, likes, views) Overall sentiment, and relationship to the brand Business results of your efforts Insight driven - not platform or channel driven #GCCPMF Measuring success
- 17. #GCCPMFInsights and trends Integrated social media and reputation management platforms are key Partner with your business and find stories to tell directly to your audience Invest in customer experience platforms and marketing automation Allocate % of your content development costs to content marketing Explore new content formats such as Augmented Reality to deliver immersive experiences Conversational experiences and AI