The First 90 Days of a Digital Strategy

Steve CumminsDirector, Digital Marketing

Presented at BMA-NJ Digital Marketing SummitApril 9th 2013

Any image on this presentation with a is pinned at http://pinterest.com/stevejcummins/first-90-days/

Sometimes, it’s best to explain things with an image……

What is Digital Marketing?

• Online

• Social

• Web

• Community

• “Free”

• QR Codes

• “………”

This graphic, based on the iconic London Underground map, shows the complexity, and inter-relationships, of Digital Marketing

The First 90 Days

Baseline & Benchmarking

Building the Foundation

Implementation

Based on my Experiences at these fine companies….

www.DittmanIncentives.com

www.pewa.Panasonic.com

The First 30 DaysBaseline & Benchmarking

Website Traffic Ranking – using Alexa.com

xxx,xxx

xxx,xxx

Dig Deeper into Your Site – Using Google Analytics

Dig Deeper into Your Competitor’s Digital Presence

“Evaluate their site visually; run an alexa ranking; see how they rate on Google search for common keywords”

“Evaluate their social media activity; how they use each platform; how much interaction occurs”

Digital Presence Benchmarking

*Alexa ranking is a relative measure of web traffic over last 3 months

No Presence

Low Activiy

Active

✔ Best In Class

Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook

Achievers 184,174 ✔ ✔ ✔

OC Tanner 318,925 ✔ ✔ Vimeo ✔

Globoforce 348,903 ✔

BI Worldwide 764,745 ✔ Flikr

Madison Performance Gp 1,279,602

EIM 2,064,300

JNR Corp 3,044,924 ✔

ITA 3,051,042

Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent

Motivaction 4,126,647 Sales Tools

Spear One 5,370,815 Travel

US Motivation 5,644,547 News feed

Motivation Excellence 19,149,540

EGR International 23,404,157

Competitor Alexa* Ranking Blog LinkedIn Twitter Google+ Tumblr Pinterest YouTube FaceBook

Achievers 184,174 ✔ ✔ ✔

OC Tanner 318,925 ✔ ✔ Vimeo ✔

Globoforce 348,903 ✔

BI Worldwide 764,745 ✔ Flikr

Madison Performance Gp 1,279,602

EIM 2,064,300

JNR Corp 3,044,924 ✔

ITA 3,051,042

Maritz Motivation 3,177,897 ✔ Just started? ✔ Recent

Motivaction 4,126,647 Sales Tools

Spear One 5,370,815 Travel

US Motivation 5,644,547 News feed

Motivation Excellence 19,149,540

EGR International 23,404,157

“Create a simple Excel matrix for your competitors; rate their activity on all social platforms; look for trends, gaps & opportunities”

WebSite Audit

(Fee Required)

“Run a quick website audit – the free ones give you a good first look; pay for more details”

Your_url.com

Developing a Keyword List – “Quick & Dirty”

• Internal Survey– “How would you describe what we do?”– “How do you think our customers would search for us on

Google?”

• Alexa

• Wordclouds– Company website– Competitors

Use Wordle with the text from your top 5 webpages, or your Linkedin profile to see what your copy currently focuses on

“Do the same with text from your competitor’s website or boilerplate too!”

Google Tools (Less Quick, Much Cleaner)

Start Talking the Talk

• Develop some definitions relative to Company Goals• Encourage Use of new Vocabulary• Show the difference between social media & digital marketing

1) Communication across multiple Digital Channels, including Social Media, Websites & Mobile Devices

2) A strategy to interact and engage with clients & prospects

3) A way to leverage new technologies to promote the company and improve our services

What is Digital Marketing?

(Example)

1) Digital Communication with Immediacy and Reach

2) A vehicle to interact and engage with clients & prospects

3) Platforms to Communicate to different segments, in a variety of formats, with multiple versions of a core message

What is Social Media?

(Example)

1) Generate Prospects & Leads

2) Strengthen Brand Image as “Industry Expert”• Level playing field with larger competitors

3) Broaden Interaction with Existing & Potential Clients• More frequent touches; deeper engagement

4) Increase Traffic to Website

Goals of our Social Media Activity

(Example)

Our Social Media Usage1. Connect with Extended Sales Force

– Distributors– Sales Representatives (3rd party)

2. Strengthen our position as a Technical Resource for our customers

3. Develop conversations with our customers

“To put us at the center

of the conversation”

(Example 2)

The Next 30 DaysBuilding the Foundation

image source: http://www.undergroundmarketing.co.uk/inbound-marketing-vs-outbound-marketing/

Everything we do

should be Digital….

“Emma, Le Trefle”

26

Source: Buddy Media / Lumia Partners

Develop Personas

“Hubspot has a great template for Persona

develpment:”

Pick the Social Media Channels To Use & Why (Example)

Broadcast information to our sales team and our customers• Product information• Events• Industry news

Share “How-To” information in customer’s preferred format • Product features• Troubleshooting• Training

Develop technical content for customers; puts a human face on the Company• Using our products effectively• Troubleshooting / FAQs• Market Trends

Our online social identity• Connects us with our customers (esp. Purchasing) • Market trends & research• New – updates to followers

• Information Source / Sharing • Informal; links / photo / video driven

• Become an Industry Resource• Highlights Company as an Industry Lynchpin, a “go-to”

resource• Strengthens brand awareness and reputation

• Share Blogs, News, Event Photos, 3rd Party Information• Use the 4:1:1 theory – 4 shares, 1 educational, 1 sales-y• 1-2 tweets per day

• Goal: One Prospect per month into CRM in Q3• Average 5 “clickthru+ReTweet” per Company tweet

Twitter – 256 Followers; No activity

Channels – Benchmark & Define (Example)

How to Design Your Social Media Pages?

The Final 30 DaysImplementation

“Develop a written implementation plan with milestones; establish an

editorial calendar”

Developing a Content Grid

http://blog.eloqua.com/the-content-grid-v2/

Use Videos to attract a different audience…

“Videos can be developed cheaply (less than $1000 for

this one); and can be shared on multiple platforms”

http://youtu.be/yjcEchBIvuA

Train your team…

“Teach people about Digital Marketing; why are you doing it, how they can help, why it’s

going to make their job easier….”

Create Internal User Guides (Example)

Blog Posting Guidelines

Style Length Philosophy Purpose & Goal

Blog Semi-Formal /Conversation

200-600 words

Thought Leadership; Content Creation

SEO; Client Engagement

LinkedIn Formal 20 – 40 words + link/photo

Credibility; Thought Leadership; Corporate Personality

Prospecting; Client Engagement

Twitter Informal 100-140 character incl. link

Sharing Information;Go-to Resource; Knowledgeable

Prospecting; Reputation enhancing

Google+ Semi-Formal 100 words +link/photo

Credibility; Thought Leadership; Corporate Personality

SEO

Tumblr Informal Photo plus 40 words

Highlighting “Thumbprint” Travel Experiences

Client Engagement; Sales call follow-up

Pinterest Informal Image To enhance travel experience Winner/Guest satisfaction

Training – Digital Platform Summary (Example)

90 Days +

“Keep feeding the beast…”

Photo by William Warbyhttp://www.flickr.com/photos/wwarby/

Resources

Whitepapers, e-books, Top10’s

The Tao of Twitter@MarkWSchaefer

Social Marketing to the Business Customer

Paul Gillin

Optimize@LeeOdden

BusinessGrow.com

http://biznology.com/

Let’s Keep Talking….

www.SteveJCummins.com

LinkedIn.com/in/SteveCummins

@SteveJCummins

/ SteveJCummins

“The First 90 Days”