Digital Innovation and Emerging Trends - Corbett Guest

Based in Dallas, Texas

Located in the historic SouthSide on Lamar building, formerly the Sears, Roebuck & Co.’s Catalog Merchandise Center built in 1913

One of the largest independent, digital agencies in the Southwest U.S., nationally recognized for creative excellence

Clients from San Francisco to New York

40+ employees strong

Inbound Marketing

Responsive Design

Inbound Marketing

Exponential Growth of InformationBig Data

• More and more social information, new profiles, and new networks

• More transactional data, credit cards, PayPal, Amazon, Ebay

• Retailers tracking purchasing habits, offers and loyalty

• Mobile tracking data and GPS information

• Uploaded videos, photos, stories, histories

• Search Spam

• Paid/Rented Email Lists

• TV, Radio, Print Ads

• Billboards

• Throwaway Press Releases

• Pop-Ups

• Contextual Ads

• Outbound Sales Calls

• Interstitial Pages

• Trade Show Booths

• Most Social Media Advertising

• Forum, Comment, & UGC Spam

• Banner & Display Ads

• Paid App Reviews

• Video Ads

• Search Spam

• Paid/Rented Email Lists

• TV, Radio, Print Ads

• Billboards

• Throwaway Press Releases

• Pop-Ups

• Contextual Ads

• Outbound Sales Calls

Interruption Marketing Halting someone’s flow of activity

• Interstitial Pages

• Trade Show Booths

• Most Social Media Advertising

• Forum, Comment, & UGC Spam

• Banner & Display Ads

• Paid App Reviews

• Video Ads

• SEO (& PPC)

• Opt-In Email Lists

• Community Building

• Influencer Outreach

• Blogging

• Earned Social Media

• Word of Mouth & Viral Marketing

• Content Creation & Marketing

• Organic App Store Visibility

• Video Content

Inbound Marketing Earning attention without interrupting flow of activity

• SEO (& PPC)

• Opt-In Email Lists

• Community Building

• Influencer Outreach

• Blogging

• Earned Social Media

• Word of Mouth & Viral Marketing

• Content Creation & Marketing

• Organic App Store Visibility

• Video Content

InterruptiveMarketing

InboundMarketing vs.

Responsiblefor <10 ofclicks onthe web

Costs remain

generallystatic with

Higher average cost

to acquire new customer

Powered bybudget & repetition

Responsiblefor 90%+ ofclicks onthe web

Loweraverage cost

to acquire newcustomer

Powered by creativity,

talent & effort

Generatesmomentum;future efforts

easier

Social

Search

Social

Search

Social

Search

Skill Sets

MailChimpConstant ContactSilverpop

Talent

StrategistCopywriterArt DirectorCut-UpDevelopment

Social

Search

Skill Sets

WordPressBloggerDigg

Talent

StrategistCopywriterArt Director

Social

Search

Skill Sets

HootSuiteRadian 6SysomosCloud ForceMarketo

Talent

StrategistCopywriterArt Director

Social

Search

Skill Sets

Google/Bing Webmaster ToolsGoogle AnalyticsOmnitureGoogle AdWords

Talent

Keyword AnalysisStrategistCopywriterFinancial Management

Social

Search

Skill Sets

Web Content ManagementResponsive DesignSEO

Talent

Content GenerationStrategistCopywriterArt DirectorCut-UpDevelopment

Boston

The Social CityBoston

23 *source next.cityofboston.gov

“Our multi-‐channel, multi-‐media program fuses personal, human conversations with the power of social technology to improve daily life and support public safety, across topics and platforms.”

User DemographicsSocial Media

*source Mediabistro

26*source Mediabistro

*source next.cityofboston.gov

The Boston Social Media Team:

“The Cornerstone of our citywide social media strategy is the understanding that daily engagement helps improve quality of life, but it also means we don’t have to direct constituents to follow us during emergencies—they’re already on board.”

• Social Media Director - Lindsay Crudele

• Technology representatives from Boston IT

• Liaisons for each department, Police, Parks and Recreation, Fire, Operations, and programs like Boston Bikes, Boston Arts etc.

• The people of Boston

Newly-Elected Mayor Walsh inherits the City of Boston’s first enterprise-level social media program, a powerful, networked, coordinated, trained social media team leveraging the social sharing potential for more than 3/4 million followers.

Changing the GameBoston

• Boston’s Twitter feeds have amassed more than 2.9 billion impressions

• 90% of those took place within the past year

• In 2013 Boston welcomed 30,000 new followers each to both the @Notify Boston constituent service feed and over 30,000 @MayorTomMenino

• The City of Boston Facebook page follower count grew 200%, and its reach grew 400% in the past year

• Enterprise social strategy allows the city to immediately shift into crisis communication mode, should the need arise

• Enabled Boston to be more informative, timely and accessible during recent times that included the Boston Marathon bombings, a hurricane and a blizzard

• Founding partner in the beta launch of Twitter Alerts, which allows users to subscribe to elevated designation emergency alert tweets

• Partnered with Twitter following the marathon on a Promoted Tweet campaign to drive the launch of the One Fund; in just over six hours, reached more than 101 million impressions all over the world, contributing more than 500,000 digital donations totaling more than $5 million

• “SpotHoles” campaign invited the public to use social media to report potholes during winter: in two weeks, Public Works filled more than 2,000 potholes, seeing a 333% increase in the number of citizen-generated reports compared to the same time period the previous year

• More than 150 local musicians submitted to our #BOStunes social contest, a collaboration between DoIT and the City’s arts team, which will incorporate local talent into City Hall’s telephone transfer music

Working Together From the Inside OutBoston

• How? A strong externally-facing social media strategy starts with a strong internal one

• Enterprise social media strategy means departments knitted together across the city, breaking down internal silos to extend our reach and better serve

• Social media liaisons across the city represent a wide variety of skill sets, from communications specialists to subject matter experts, such as the City of Boston’s chief archaeologist posting directly from the dig

Working Together From the Inside OutBoston

POLICIES AND PROCEDURES

• Manuals for the overall program

• Manuals for each department

• Regular meetings

• Regular adjustments

Roles and Responsibilities

Role Responsibilities

Executive Leadership• Approves strategic direction of initiatives with corporate alignment• Provides leadership support and prioritizes corporate resources• Funding

Executive Legal• Provides escalation point for social media response model• Provides support and risk management• Ensures compliance of overall branding and messaging

Marketing Lead

• Strategic direction of initiatives and recommendations• Provides leadership support and guidance for each initiative• Establish metrics and analytics for effectiveness• Ensures brand integrity across all initiatives within the organization

Digital Media/Weband Social Media Managers

• Provide day to day management of Web properties and social channels• Coordinate content and technology needs within the organization• Ensure quality, speed and delivery of projects• Resource, financial, and metrics tracking on all projects• First escalation point for working team

Contributors• Identify local opportunities for promotion and advertising• Coordinate with the Digital Media and Social Media Managers• Interact with specific groups of users and provide content• Executive on the ground promotions and content delivery

Response Model

• Reports effectiveness of overall program

• Presents new strategies and initiatives

• Escalates any corporate risks or threats

• Request assistance for corporate alignment and prioritization

Decision Making Model

Executive Leadership

Marketing Lead

Executive Legal

Marketing Lead

Digital Media/Web and Social Media Managers • Reports effectiveness of each project

• Coordinates with or act as Agency to recommend new strategies and tactics

• Escalates any project risks or threats

• Requests assistance for resources

Executive Legal

Digital Media/Web and Social Media Managers

Social Contributors• Coordinates with individuals within their area of interest

• Contributes social content, project information, insights on their area that are relevant to the overall program

• Assists and responds to social inquiries and requests regarding their area of interest

• Escalates any challenges or project risks

San Francisco

Connecting with CitizensSan Francisco

• San Francisco is one of the most diverse cities in the world and home to some of the most tech-savvy and innovative people in the world

• High-tech people expect a high-tech government and the City of San Francisco is delivering this in spades

• The city currently monitors 33 Facebook accounts, 39 Twitter accounts, and 16 YouTube accounts—each is tracked by their respective department

• Allows for a wide breadth of two-way conversation on regional issues

• City employees are also taking steps to increase their social monitoring with a focus on public safety

*source thegovlab.org

Running Cities BetterTwitter

• City services can become more transparent

• Information is instant

• Creation of virtual communities can improve governance

• Transparency can lead to improved accountability

• Participation can improve governance

Running Cities BetterTwitter

55 *source thegovlab.org

Connecting with CitizensSan Francisco

Frisco

What Social Media does for FCVBFrisco

• Generates positive buzz around City of Frisco

• Creates awareness and highlights what the city has to offer

• Promotes Frisco as a destination to non-residents

• Allows Frisco to connect with citizens in new, deeper ways

Information provided by the Dealey Group

Driving EngagementFrisco

Promotion: Biggest Summer EverFrisco

66Information provided by the Dealey Group

Responsive Design vs. Mobile

App FatigueResponsive vs. Mobile App

• Deloitte’s 2013 Global Mobile Consumer Survey Survey found that the number of app downloads and per app spending decreased from 2012 to 2013

• During that same time the number of people who have access to mobile devices increased substantially, particularly as more people in developing countries become connected

• The average iPhone user in 2011 downloaded as many 83 apps in a year but few are used on a continuing basis

• 46% of apps get launched less than 3 times and only 26% get launched more than 10 times

Mobile User ExperienceOptimization

Mobile User ExperienceResponsive vs. Mobile App

*source TableXI

Digital Success Is Our CommitmentFocused Strategy, Fearless Creative and Flawless Technology

Is Our Responsibility

Digital Innovation and Emerging Trends - Corbett Guest

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