MIMA Digital Strategy Presentation

Creative. Business. Marketing. People.
Analytics
Search
Websites
Email
Social
Media
Ads
2011 Digital Planning
CONFLAGRATION!
www.twitter.com/aeklund
Wednesday, November 17, 2010

Analytics
Search
Websites
Email
Social
Media
Ads
How Can I Be A Total
Buzzkill?

Analytics
Search
Websites
Email
Social
Media
Ads
How Can I Inspire Change?

A Little HandraisingTest

A bit about the survey.

Interestingly, Execs think strategies fly by the seat of
their pants nearly 50% of the time
Awesome!

Common Agreement
That Digital Needs to be Flexible

Execu&ve
Concerns
Is
your
current
digital

strategy
giving

answers
to
core

strategic
concerns?
No.
Yes.

Prac&&oner
Concerns
Of
open-‐ended

responses
to
“single

greatest
barrier”
to

achieving
success...
No.
26%
74%
Executive
Disconnect.
All
Others.

Is
our
strategy
based
on
the

consumer
or
our
corpora&on?

Follow Me:
@aeklund
Email Me:
andrew@ciceron.com
Copy of the “Report”

What we
know.
What we
do.

#
1
Fear
of
Failure

#
2
Wai&ng
to
Act

#
3
Love
of
Known
Media

Be Agnostic.

Whatever you do,
never fall in love.

Challenge
#1
Common
Language
&

Understanding
Is
your
current
digital

strategy
giving

answers
to
core

strategic
concerns?
No.
Yes.

Finding New Language
We use... Could use...
Followers Hand-raisers
Fans Advocates
Conversions Referrals/Sales
Tweet, Post, Text,
Retweet
Communicate
“Grow our followers” Build scale
Community Target Audience
Share Extend

My Guilty Favorite: Listening!

Are You Truly Helping?

Are You Truly Helping?
It's distilling all of that data into a cohesive package and
- and communicating messages around the reporting
out to key players that is the struggle. We do this
unevenly.”

Challenge
#2
Enlis&ng
the
Right
People

Who Should Sit Here?
Ideally.

Digital Strategy
Digital
Experience
How Are You Experienced?
Yes.This is both a burger and a Jimi Hendrix reference.
Brand Mktg Sales CSR IT Product

Ac&on
Item
#1
Brown
bag
this
ques&on:

What
would
our
consumer

online
experience
be
if
we
all

worked
together?

Ac&on
Item
#1

Ac&on
Item
#1
Document
what
that
team
would
do,

then
ask,
“What’s
preven&ng
us
from

doing
it?”


Ac&on
Item
#1
Document
what
that
team
would
do,

then
ask,
“What’s
preven&ng
us
from

doing
it?”

“Is
our
own
inability
to
work
together

helping
our
customers?”

Ac&on
Item
#1
Document
what
that
team
would
do,

then
ask,
“What’s
preven&ng
us
from

doing
it?”

“Is
our
own
inability
to
work
together

helping
our
customers?”
Present
your
ﬁndings.

Challenge
#3
Let’s
Find
Shared
Metrics

Challenge
#3:
Use
Facts
Know
What
You
Can
Know

How Costly Are Your Connections?
Your Customers
Continuum of
Consideration
Awareness
$ Conversion
Converse
Compare
Opt-In/Follow
Learn

The New Funnel
Advertise
Marketing
Telemarketing
Email
Events
Marketing Influenced Transactions
Consumer Chooses to Follow
Choose to Create & Share
Create & share online video
Create & share reviews
Industry Events
Advocacy
Customer Influenced Transactions
High Media Cost
Per Conversion
Low Media Cost
Per Conversion

Online Funnel
Investments
Top Of Funnel Trafﬁc
Ofﬂine Marketing: Brand
Online marketing:
•Display
“Anywhere” Funnel
SEO/Paid Search
Email marketing
Messaging campaigns
Bottom Funnel
Social Media Channel
Some ROI
Higher ROI
Highest ROI

We’re Storytellers.

Dashboards That Tell Stories

Build Correlations.
Sometimes not perfect.

Assess
if
consumers
actually

care
about
our
brand
and,
if

so,
what
do
they
care
about?

Challenge
#4
Becoming
Scaled

Social Traffic Converts
1400% Higher Than Other
Digital Channels

Social
Scale:
The
x250
Rule
Facebook:
643
Twi[er:
1400
x
250
=
510,000
Reach

Poten8al

Build to Scale
300Trained Agents x 250 Each
= 75,000
300Trained Agents x 100
= 30,000
x 250 =Total Goal Reach 26,250,000

The
ROI
of

Scaled
Advocacy

Making “Social”
Connections
Impact
Commitment
Listening/
RESEARCH
Assess
Monitor/Observe
Learn
Engagement
Content Distribution
Field Inquiries
Influence
Advocacy
Conversation
Integration
Convert

Immensely Measurable
You

Andrew Eklund
612.230.3901
andrew@ciceron.com
Thank You

MIMA Digital Strategy Presentation

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