1. How to make a
DIGITAL IMPACT?
#emakina
#dmf2012
Isabelle Dumortier

2. Isabelle Dumortier
Account Manager
Geek Fatale Keep in touch:
Singing & Swinging Digital Native e. idu@emakina.com
Crazy in the coconut t. @IsabelleD911
Loves a challenge linkedin.com/isabelledumortier

3. Why do we need
Digital Marketing?

5. If you still have doubts…

7. PEOPLE

8. Use the POST Methodology
 People
 Identify who you want to make an impact on
 Find out what their social activities and behaviour is all about
 Objectives
 WHAT do you want to accomplish and WHY?
 Strategy
 Plan how your relationship with your target group “The People” will change.
Resource: Forrester Research

9. Use the POST Methodology
 Technology
 Decide which (Social) Media channels to use.
 Goal
 Set goals for achievement: Qualitative & Quantative
 Metrics
 Which metrics will you use to measure success?
Resource: Forrester Research

10. Social Media is the
ultimate relationship
nurture platform.

11. People are more likely to trust
and buy from a company they
have a relationship with. When
people engage with your content
they feel like they have a
relationship.

13. STOP
INTERRUPTING!

14. It’s what happens
after the “likes” and
follows that matters
most.

15. People
 Heartbeat of social = People
 KNOW YOUR AUDIENCE! Listen!

16. What about your own people?
 Set up a dedicated team
 Social Media Policy
 Covers social media, ethics, word of mouth marketing

17. Social Currency
 Social currency is the extent to which people share the brand or information
about the brand as part of their everyday social lives at work or at home
 Studies show that social currency significantly drives brand loyalty. Moreover,
brands with a high social currency command a price premium.
 Social currency is a means, not the end; nor is it just about buzz or
conversation. Rather it is about creating meaningful experiences around the
brand.
 Successful brands strive to be an integral part of people’s daily lives by
enabling them to connect, interact and benefit from like-minded brand users.
 The good news: study shows that a set of key principles emerge that help
companies to build, nurture and manage social currency and create value.
Resource: Vivaldi Partners

18. SOCIAL CURRENCY
= ACTION

19. Social Media plugs
into your business.
It’s not about the next
big thing.

20. Set
Specific
Measurable
A ttainable
Relevant
Timebound
GOALS

21. Use the right building blocks.
 Search engine optimization (SEO)
 Landing Page optimization
 Social Networking
 Blogs
 White papers
 Articles

22. More leads for less budget
Great content pays dividends for a long time, an effect that multiplies as
you create more and more content.
What I personally love most about it, and if you’re on the client side, you
will as well. It’s about applying more brains, not more budget.

23. It’s no magic.
You need 4 essential ingredients.
An inbound marketing strategy.
An outbound marketing strategy.
A corporate communications strategy.
A nurturing or marketing automation strategy.

24. Why?

25. PEOPLE

26. Because all buyers are unique.
They engage with different types
of content at different stages of
the buying cycle.

27. Content Mix Pyramid
Entertain Monthly
Inspire
Bi-weekly
Start
conversation Weekly
Teach how to do
something 2 x week
Provide relevant information
3 x week
Resource: The Content Marketing Institute

28. Evaluate your initiatives
How does it support your objective? Do we have the right people to handle this?
What metrics matter? Is there budget free?
Impact Readiness
Risks Priority
What are the risks if we do this? Does this initiative enable other work?
What if we don’t?

29. 93% of buying cycles start
with an online search, so if
your company shows up high
in the search results, you’ll get
“free” brand awareness.

30. Increased brand
preference.
Many buyers correlate high organic search rankings with trust and brand leadership.

31. Measure the right things
 Community growth
 Blog & web analytics
 Reach
 Engagement
 Relevancy
 Influence
 Sentiment
 Achievement of goals

32. Perfection is the
enemy of good.
-Voltaire

34. Social
relationships are
the life raft of
tech changes.

35. Deal with
the hard
stuff now

37. YOUR MISSION?
Understand where your audience
is hanging out online & learn how
to have a relevant conversation
with them that helps meet
business goals.

38. So what have we learned?
And how can you get your boss or
client in the Forbes 500 list?

39. Understand
The value and necessity of
Digital Marketing

40. Listen!
Define and know your audience.
Talk to the right people.
Don’t aim too wide.

41. Set goals!
Define your smart goals.

42. Content Marketing
Deliver content at all the
right stages of the buying
process to attract and retain
customers.
SEO
Storytelling
Social Lead
Media Generation

43. Measure
Everything that is measurable.
Use the right metrics.

44. PEOPLE

45. Questions?
E-mail: idu@emakina.com
Twitter: @IsabelleD911