Edited version outlining digital strategy and key drivers for change

1. Connecting with members
across digital channels
Presented to IIN Conference
By Tim Nicholas, Marketing Services Mgr, ICAA
19 Feb 2013

2. Digital trends
Agenda
1. Trends
2. Synchronisation
3. Dynamic content
4. 3 screens
5. Future

3. Trends
- Digital becoming lead channel for all communications with members
- Many digital „touchpoints‟
- More coordination and synchronisation than ever before
- Need to harness “earned, owned and paid” media
- Rise of mobile/tablets
- Search and social media key planks of digital strategy
- Analytics & reporting essential to unravel/understand „big data‟

4. Synchronising digital channels
AnalyticsExternalSEOTechnicalBrief
Message
Key-
words
Search
terms
Meta
data
SEM
Sitecore
Analytics
Google
Analytics
Online
advtg
Email
content
Traction
Website
Content
Apps
Links
Hash tag
SM plan
myComm:
blog/
forum
TW / FB /
L-IN / YT /
G+ / etc
Tags
Short
URL

5. Example: Business Forum
• Digital channels promoted in brochure >
• Align vanity/short URL and Twitter hash tag >
businessforum.com.au | charteredaccountants.com.au/BusinessForum | #BusinessForum
• Research/optimise meta data (title/description/keywords) in web page >
• Include keywords in blogs, tweets, YouTube clips (tags)
• Use LinkedIn „Companies / Products‟ functionality
• Encourage staff/connections to „Recommend‟

6. Example: Business Forum
Digital channels Destination
(eg microsite)
User actions

7. Digital channel synchronisation
SUMMARY
• Optimise the quantity and quality of „paid/earned/owned‟ sites linking to
your content, and align keywords/phrases with meta data
• Post relevant updates in your SM channels as frequently as practical
• Leverage Google+: integral to any social media plan and key to high
ranking in Google organic search results

8. Dynamically changing content
A dynamic web page‟s content varies based on parameters set in the CMS.
Users expect more of their content to be tailored to their needs
• E.g. online media / service industry web portals
Use CMS to automate the following:
1. Customisation of content displayed according to user identity and/or
market segment (“engagement automation”)
2. Trigger actions based on user journey (e.g. a pop-up)
A/B testing enables continuous improvement cycle.

9. 3 screens – mobile first approach
A mobile-first approach is opportunity to address
• Usability
• Content tone of voice
• Accessibility (for all devices)
• Search engine optimisation
• Tools > which merit an app?
• Placement of rich media

10. Future key drivers
• Responsive design (device optimisation)
• Automated audience engagement
• Engagement analytics

11. Thank you.
Questions?
Contact | tim.nicholas@charteredaccountants.com.au | @TimOnTwtr