Digital Communications Strategy
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An outline of the relevance and significance of social media to businesses and how 'Word of Mouse' engagement has changed traditional marketing strategy.
![Digital communications Become a credible participant in the ‘new conversation’ The Cluetrain Manifesto: The End of Business as Usual* People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. Digital initiatives: Website/s Search engine marketing Search engine optimisation Social media connections e-Newsletters & e-Blasts Wikipedia Mobile web iPhone applications Now is the time for astute businesses to implement effective digital communications strategy to: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Digital Communications Strategy
- 1. Digital Communications Strategy January 2009
- 3. Give themselves a credible voice in the ‘new conversation’
- 4. Portray their human core
- 5. Position themselves as an aware and proactive leaderMeasureable metrics validate strategy effectiveness * Levine, Locke, Searls, Weinberger, 1999 - www.cluetrain.com 2 © 2009 Finache Pty Ltd. All rights reserved.
- 6. Social media spheres Position your business as a leader through sharing, educating and networking The 3 Spheres of Social Media Share Network Publish Blogs Websites 3 Courtesy of © 2009 Finache Pty Ltd. All rights reserved.
- 8. TV & radio ads
- 9. Emails
- 10. Direct mail
- 11. Telemarketing
- 13. Blogging
- 14. Social media
- 15. RSS
- 18. More than half of internet users are regular online shoppers, purchasing online at least once a month
- 19. Recommendations from fellow consumers play an enormous role in the decision making process (Nielsen 2008)
- 20. People increasingly filter or block traditional marketingSocial media = Cocktail party No boundaries of time or space Anybody can listen in easily 4 © 2009 Finache Pty Ltd. All rights reserved.
- 26. Build reputation
- 27. Enhance brand
- 28. Humanise
- 30. Exhibit news, capabilities and expertise
- 31. Provide real-time news and conversation
- 32. Win friends and influence people…and more A new conversation has begun… Participate or get left behind. 5 © 2009 Finache Pty Ltd. All rights reserved.
- 33. Social media strategy Our four phase social media approach for effective engagement Phase 1 Assess ? Careful planning followed by a protracted campaign will achieve the best results. Phase 2 Initiate Phase 3 Engage Phase 4 Review 6 © 2009 Finache Pty Ltd. All rights reserved.
- 34. Social media strategy Social media effectiveness is not an accident. Strategy is crucial. Phase 1 Assess ? Assess your business & marketspace Examine your current digital activities Consider your resources and then… Develop a tailored social media strategy for your business to gain maximum exposure and engagement without burning a hole in your pocket 7 © 2009 Finache Pty Ltd. All rights reserved.
- 35. Social media strategy Strategy is a mere concept until translated into action. Phase 2 Initiate Establish & brand social media accounts Interconnect and standardize messaging Identify and create landing pages Create core content Commence marketspace surveillance Set up source feeds 8 © 2009 Finache Pty Ltd. All rights reserved.
- 36. Social media strategy Social media is for sociable people. Join and nurture the conversation. Phase 3 Engage Pursue and attract target audience Engage high profile targets Produce regular high quality content Maintain marketspace surveillance Respond to feedback Integrate with offline communications 9 © 2009 Finache Pty Ltd. All rights reserved.
- 37. Social media strategy Social media is evolving rapidly. Success favours action. Phase 4 Review Analyse meaningful metrics Review results against objectives Tweak the strategy Monitor emerging social media trends Explore other digital platforms for opportunities 10 © 2009 Finache Pty Ltd. All rights reserved.
- 38. What’s the deal with Twitter? Twitter growth is across the board with Australia ranking 4th On a population basis, Australia is only slightly behind USA usage of Twitter. 11 © 2009 Finache Pty Ltd. All rights reserved.
- 39. The rise of social media The significance of social media to business is growing fast. Don’t be left behind. 12 © 2009 Finache Pty Ltd. All rights reserved.
- 40. Contact For more information or assistance with digital communication strategies, contact… Tim Davies Managing Director Finache Pty LtdPO Box 3121 Wheelers Hill VIC 3150, Australia +61 412 848 565 tim@finache.com Website: www.finache.com 13 © 2009 Finache Pty Ltd. All rights reserved.