Digital marketing Course. How to develop a Digital marketing strategy

1. Digital Marketing Alive Course
Strategize Digital …
Digital Marketing Strategy
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
•©2011

2. Make Sense of all the social noise
…Create Value for Your Business
© 2011

3. 1st team of "digital/social
media" strategists”
Strategy plays a critical role developing
campaigns that resonate with consumer
"That's what the consumer really
needs, more value, as opposed to
more noise."
Devika Bulchandani, Chief Executive Strategy Partner McCann New York .
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158029&nid=130750

4. What is Strategy?
• Elements of Strategy
– Why
– What
– How
– Who
– Where
• Integrated Strategy
• Sustainable Strategy

5. Think Thru Strategic Lens
“Strategy is the direction and scope of an
organization over the long-term: which
achieves advantage for the organization
through its configuration of resources within a
challenging environment, to meet the needs of
markets and to fulfill stakeholder expectations”

6. Lessons from
Obama Team
•
1. Give new media a seat at the strategy table
2. New digital tools are useless without a blueprint
3. Campaign requires consistency in messaging
4. Map digital landscape/conversations of targets
5. Include a call to offline action
6. Be ready to give up control to your communities
•http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html
•©2010

7. Powerful Social Media Strategy
Obama has 380% more Obama has 403% more subscribers
supporters than McCain than McCain & 905% more
Obama: 2,379,102 supporters Viewers than McCain
McCain: 620,359 supporters • “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 380% more Obama has 240 times more
supporters than McCain followers than McCain
Obama: Friends: 833,161 Obama: @barackobama has 112,474
McCain: Friends: 217,811 followers
• McCain: @JohnMcCain 4,603 followers
•http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-
nov-2-2008/

8. Are You Ready ?
Do You Hear the Call?

9. Marketer's Digital Challenge
• “80% marketers concerned their brand is
at risk from not being as engaged with
customers”
• “<33% marketers have a strong
understanding of social media
conversations related to their brand”
• “70% have little understanding/use of tools
to measure social media conversations”
Annual Alterian Annual Survey

10. Execs Make the JUMP to DIGITAL!
2011 Survey -902 US based executives (large and mid sized
companies)
• 78 % social strategy is critical to the future success of their
businesses BUT
• 17% think their company's digital strategy is “ ahead of the curve”
• 66% believe that social applications for business represent a
fundamental shift in how work will get done.
• 53% believe they must adopt Social Business or risk falling behind.
• 57 % anticipate “increased revenue or sales” as a result of
implementing a Social Business strategy.
• Jive Social Business Index 2011

11. What Needs to Happen?
• Gather right information
• Spot opportunities for marketing to your
existing and potential customers to
increase ____ and ___ per customer
• Develop a Plan
• Implement the plan integrating the
marketing tools -email, SMS marketing,
social media marketing, blogging, search
engine marketing and online

12. Digital Marketing Strategy
Client progresses through six inter-related stages.
Each stage builds on the previous stage to realize an
integrated strategy
• Assessment
• Branding Strategy
• Online Environment
• Integrated Media Marketing
• Evaluation
• Fine Tuning

15. Assessment
Company’s market position determined by:
• Customer Insights
– Market research, Focus groups
• Touchpoint Analysis
• Digital Mindset & Footprint Analysis
– Social mentions, Company chatter-feedback
• Competitive Analysis
– Positions available
– Research marketing tools results

17. Strategic Branding
• Incorporate Assessment into Strategy and
Brand
• Develop Value Proposition
• Build Social Brand thru Digital Design –
(crowdsourcing, online collaboration) 10
characters not 10 words
• Finding your Sweet Spot
• Determine Voice and Personality (logo,
tagline)

18. Set Priorities – Allocate 100 Points
Target audiences Benefit to company
– Increase goal
Media
– Increase awareness
Prospects – Improve customer
Past customers loyalty
Partners – Attract new
customers
Employees – Improve social
Govt/NGO brand
Social communities – Develop thought
leadership
Thought leaders

19. Customers Don’t TRUST
• 95% do not trust advertising
• 8% trust what companies say about
themselves
• 17% believe companies take what they
say seriously
Alterian Research May 2010, Your Brand: At Risk or Ready for Growth?

21. Online Environment
Website, Blog, Landing or FB Page
• Hub of the Digital Marketing Strategy
• Traditional and social media tools drive
clients to Online Hub.
• SERVAS Digital Analysis, Benchmark
effectiveness of online and social
environments

22. SERVAS ANALYSIS
• Sustainable Goal - What is the
targeted goal?
• Engage - How effective is the
message in attracting your
target market?
• Relationship – Did the
message stimulate the target to
feel trust or common interests?
• Value –Does the messages
communicate added benefit for
the individual or organization?
• Action- Does the message
move you to act?
• Synergy- Is the tool integrated
and leveraging other marketing
efforts?

23. Create Engaging Web Environment

24. ONLINE HUB
Develop Call to Action
• Build Value for target community
• Give something (content) to
customer to engage

26. Integrated Media Marketing
• Effectively integrate social media (Facebook, Twitter) with
traditional marketing, PR, direct selling, customer services,
advertising and sales promotions.
• Each tool is targeted to different stages of the Integrated Digital
Marketing Lifecycle.
– Setup (0-3 Mo)
– Traction (4-9 mo)
– Positioning (10- 15mo)
– Expansion (16-27 mo)
– Viral growth (future )
• What is Effective?
– What tools are you going to choose to focus upon?
– Why do you feel these tools are most effective?
– What is best use of your resources (time, expertise)?

27. Integrated Media Marketing
Social Networking Profiles
Consistency
• Avatar or photo
• Keywords
• 140 characters
• 100 words
• novel

28. Integrated Media
•From: http://www.4psmarketing.com/blog/integrated-digital-marketing/

30. Digital Media Platforms
Optimize/Integrate
• Increase the reach and effectiveness of media mix by
connecting and integrating content with social and
digital media.
• Develop the potential of each platform to increase site
traffic, search engine rankings and sales revenue
– use same keywords across all platforms
– enhance the user’s digital connection and participation
with your online hub
– build interactivity, conversations, relationships
– incorporate engaging “calls to action”
– implement Digital Asset Optimization to note all online
content

31. Digital Media in Action
It’s more than---
• Having a Facebook page
• Broadcasting Tweets
• Uploading YouTube Videos
• Blogging without a content
strategy
It’s Digital Media Optimization

32. Strategy
Digital Marketing Imperative
1. Develop a Roadmap to
navigate the world of
digital media
TV
2. Ask the right questions
3. Go beyond traditional
marketing as independent
silos; integrate your efforts
Integrate Silos

33. Optimize Your Media
Synergize … Build on each other
traditional online
advertising marketing
social public
relations social
media

34. Social Strategies
• Access Targeted Social Communities
• Encourage Social Sharing
– Leverage current users by allowing them to
sign-in with social network identities and
share content
• Integrate Social Customer Relationship
Management (SCRM)
• Develop Crisis Management Plan

35. Content Management
• Create rich content that promotes sharing
easily with friends, colleagues
• Encourage mashup (mix digital media-
graphics, audio, video, animation to create a
new work
• Reward conversation and engagement
• Include keywords in content updates
• Produce consistent updates
– Utilize staff resources through training
– Outsource updates through regular client input

37. Monitoring…Evaluation
• Analyze user interactions to determine
“opportunities left on the table”
• Track company chatter, digital footprint
• Track referral traffic (Google Analytics, FB
Insights, BudUrls)
• Benchmark performance to customer
goals, satisfaction and results
• Use RGV (Resources Generating Value)
expanding ROI for evaluation

38. EVALUATION
Prove Media Works
Track - Evaluate ROI
1. Webstats - Google Analytics
2. Bud URLS
3. Facebook Stats
4. Social mentions

39. Are You Listening to Your
Company Chatter?
• Google Alerts
• Twitter search
• Facebook newsfeed and status updates
• LinkedIn Q & A
• Google Blog search

40. What Are They Saying?

41. Fine Tuning
After 6+ Months Setup, Positioning
You will
1. Expand Brand Position
2. Grow Website Traffic
3. Increase Dealer Buzz
4. Grow Facebook, Twitter,
YouTube Followers
5. Realize referrals
>>>>>>>>>>>>
Refine… Innovate ….Fine Tune

42. Digital Marketing Strategy

43. Digital Marketing
Best Practices
1. Commit resources - executive buy-in; staff; training; $$
2. Build on what you are doing - Incorporate social media
to leverage current marketing
3. Listen, Plan, Test - Monitor digital buzz, what customers
are saying; create your strategy and then test it
4. Develop competitive edge – as an early adopter you
can define your position
5. Be consistent, not overpowering - Maintain your
Brand; increase your digital presence, but don’t irritate
6. Influence- Target influencer and their social
communities-

44. Digital Marketing
Best Practices-2
7. Develop, maintain relationships - Touch your
potential buyers and customers with regular alerts on
new inventory, service advice/coupons
8. Integrate - Weave your current marketing (TV, radio)
with mobile, and social media
9. Measure - Monitor your company's “digital chatter”
and presence
10. Evaluate your SROI - Evaluate, readjust your
tactics to meet sustainable goals
11. Keep Current…Drive Innovation - With daily
changes, have experts keep your finger on the pulse

45. About the Presenter
Ira Kaufman, President, Ira combines 30 years of rich experiences
with businesses and non-profits to guide them to leverage the power
of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design
interactive environments to by integrating traditional advertising,
online marketing, public relations and social media. His strong values
and sensitivity to organization innovation and change are the
foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior
Executive programs. Currently Visiting Professor, Lynchburg College
School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
www.entwineinc.com