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.
13. 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
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14. Wells Fargo Mortgage Brokers Empowered on Facebook and Linkedin
Facebook
Linkedin
16. 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
17. 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
18. Non-Targeted Email Unique Open Rate: 7% “Batch & Blast” Content Heavy 20+ Promoted Items
UMG’s Interscope Records Customer Email
19. 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
20. 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
21. Finding the value of digital transformation can be like navigating with a flashlight
22. Data Diversity Requires Data Expertise
Content Type
Social Action Type
Content Lifespan
Platform Demographic
Type of User Relationships
Data Types
Location Awareness
23. Clean Data is Happy Data
∙Source: Altimeter Group
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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
25. Ask the Right Question about Value
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“We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express
26. Four Components of a Relationship-Based Digital Strategy
3. Capabilities
28. Converged Media Challenges Culture and Organizations
Media Buyers Advertising Sponsorships
Content Marketing Communications Business Units
Public Relations HR/Advocacy
29. Create a Center for Excellence with Clear Responsibilities
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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
30. TD Bank Focuses on Employee Engagement to Connect with Customers
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•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
32. 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
33. Education Develops Judgment – and the Confidence to Use It
What you should do
What you shouldn’t do
Judgment is needed in between
35. 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