This was presented at a workshop for IncoCom World on 21 Oct 2014 in Athens, Greece by: Nikos Mylonopoulos from ALBA Graduate Business George Anagnostopoulos from Socialab

1. Digital
Strategy
Goals
&
Implementa4on
An
Agency
–
Client
Debate
Nikos
Mylonopoulos
ALBA
George
Anagnostopoulos
socialab

2. The
Client
on
Strategy
(Part
1)
• The
first
and
most
pres4gious
Graduate
Business
School
in
Greece
• A
not-­‐for-­‐profit
associa4on
• Facing
the
CRISIS
• With
mul4ple
internal
and
external
stakeholders

3. The
Client
on
Strategy
(Part
2)
• Turn
the
Crisis
into
an
Opportunity:
– Lower
costs
+
Raise
quality
– ATract
a
bigger
public
+
Remain
selec4ve
– Broaden
awareness
+
Focus
on
niches
– Respond
to
the
market
+
Lead
through
innova4on
• How
we
did
it:
– Differen4a4on
&
Diversifica4on
– Career
Guidance
–
AddFocus
– Scholarship
pre-­‐approval
(FeeOrFree)
– “Test
drive”
(BeOurGuest,
StudentForADay)
• Mandate:
– Eliminate
print
– Go
all
digital
– Accomplish
more
with
less

4. The
Client
on
Strategy
(Part
3)
• I
want
a
digital
agency
that:
– Knows
their
stuff
– Is
keen
to
understand
our
business
model
– Embraces
our
values
– Gets
the
strategy
– Is
willing
to
join
in
our
risks
– We
hit
it
off

5. The
Agency
on
Strategy
What’s
Socialab?
• Socialab
is
a
digital
marke4ng
agency
with
an
experience
of
50
global
and
na4onal
brands.
• With
a
for-­‐profit
company
with
a
very
flat
organiza4on.
• When
we
first
met
with
ALBA,
we
were
8
people.
Now,
we’re
26.

6. The
Agency
on
Strategy
• Gehng
to
know
the
client
• Listening
to
what
they
have
to
say
• Do
your
research
(preferably
before
1st
mee4ng)
• Use
your
notes
and
the
environment
to
get
more
informa4on
about
what
you’re
about
to.
• Examine
what
the
client
has
done
in
the
past.
Go
deep.

7. The
Agency
on
Strategy
• Turning
offline
communica4on
to
online
has
some
merits:
– Broader/narrower
reach
(depending
on
what
we
want)
– Systema4c
follow-­‐ups
– Keeping
people
in
the
loop
• But
it
has
one
major
drawback.
Want
to
guess
what
it
is?

8. The
Client
on
Implementa4on
(Part
1)
• Learn,
learn,
learn
– Experiment,
take
risks
– Absorb
and
infuse
the
experience
– Get
the
agency’s
advice
• Real
4me
Campaign
Management
– Small
adjustments
– Change
of
direc4on
• Measurement
and
Decision
Making
– Gehng
the
data
to
confess
– Integra4on
with
internal
analy4cs
• Skills
and
Exper4se
– Within
the
Agency
–
within
the
Client
• The
Human
Resource
– Educate
the
stakeholders
and
internal
clients
– Allocate
scarce
resources
• Alignment
– Internal
processes
and
systems
– Follow-­‐up
on
calls
to
ac4on
– Close
the
feedback
loop

9. The
Client
on
Implementa4on
(Part
2)
• I
want
the
digital
agency
to:
– Stay
on
top
of
things
– Do
good
housekeeping
(tac4cal)
– Be
proac4ve
with
analysis
and
advice
– Look
ahead
to
the
next
steps
(strategic)
– Evolve
with
the
evolu4on
of
my
thinking
– Keep
the
flame
burning

10. The
Agency
on
Implementa4on
• Staying
on
top
means
having
the
resources
that
have
to
be:
– Available
(good
at
juggling
projects)
– Con4nuously
educated
– On
their
toes
(and
eager)
– With
analy4cal
skills
– Understanding
of
the
market
– Good
chemistry
with
the
client

11. The
Agency
on
Implementa4on
• Use
experience
to
manage
client
expecta4ons
• Know
how
to
guide
the
client
into
what
the
audience
is
looking
for,
and
away
from
what
it
isn’t
looking
for.
• When
when
to
tell
them
to
change
their
ad
crea4ve
or
their
page
or
their
follow-­‐up
• Care
about
the
part
of
the
convers(at)ion
process
that
you
do
not
see
in
your
Analy4cs.

12. Professional
Diploma
in
Digital
Marke4ng
• Applied
Knowledge.
• Material
validated
by
DMI’s
Syllabus
Advisory
Council:
Facebook,
Twi4er,
Google,
Microso9,
etc.
• More
than
175
people
have
aTended
the
course
since
March
2014.
• Cer4fica4on
in
one
month.
• Material
already
updated
twice
in
the
last
8
months.
• Free
refresher
course
in
6
months.

13. Need
more
info?
digital
marke4ng
ALBA