Digital Futures: Five Digital Trends for 2013 - David Crawford
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B3 Five 1’s to watch for 2013 David Crawford
Transcript of Digital Futures: Five Digital Trends for 2013 - David Crawford
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Five 1’s to watch for 2013David Crawford
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1. So Lo Mo
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2. Big Data
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2. (Big) data?
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2. (Big) data?
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3. Ambassadors – the new brand managers
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3. Ambassadors are the new Brand Managers
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3. Ambassadors are the new Brand Managers• Evangelists build brands
• Use them to spread your messages, at light speed, and with
authority
• Ambassadors know ambassadors
• Your social media is starving, ambassadors will help you feed it
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4. Inbound Marketing
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4. Inbound Marketing will rule supreme
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5. Don’t forget your customers
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5. Don’t forget your customers
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OK. But so what does that mean for us as marketers?
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Two options
1. Spend more on advertising
2. Work smarter with what we’ve got
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Do your research
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Don’t forget your customers are real people
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Be where your audience is
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Engage your brand ambassadors
• Rate your fans
• Give them something to do
• Use exclusivity
• Pamper them
• Go up a level
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“the aggregation of marginal gains”
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10% makes a significant difference
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Move from Paid Media towards capitalising on
Owned and Earned Media
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“I don’t have time for this”
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Content Marketing FrameworkContent Audit
Document
• Typography
• Readability
• Spelling/grammar
• Shareability
• Keyword use
• Copyscape report
on stolen content
• Social media shares
ShareableContent
• Brainstorming
• Competitor Analysis
• Examples &
screenshots from
competitors
Informative Content
• Research Q&A on
Yahoo Answers,
Quora, Facebook,
• Search for
questions in
Analytics data &
keyword tool data
• Gap Analysis of
current content
• Examples &
screenshots from
competitors etc
User Generated Content
• Reviews –
implementation,
incentivisation etc
• Q&A section or Q&A
on product pages
etc
• Forums, blog
comments, guest
blog posts, in-depth
content reviews
• Examples &
screenshots from
competitors etc
Site Structure
• Where does content
need to go (blog or
Q&A etc)
• How should the
sections be
structured
• Design & UI
• Interlinking
between sections
• Examples &
screenshots from
competitors
Content Roadmap Document
• Monthly or weekly
content plan
• Special events &
calendar
• Blog calendar
• PR calendar
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So, for 2013
• Do your research
• Don’t forget your customers – they’re always
changing, and getting smarter and smarter
• Find and engage with your brand ambassadors
• Think social, local and mobile
• Get everything you can out of what you’ve got
• Use your owned and earned media before you pay for any
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Sources
• Comscore
• Deloitte
• Emarketer
• Forrester
• Opus Research
• Nielsen
• Wipro
• SeoMoz
• Smart Insights
• HubSpot
• Dave Brailsford
• Albert Einstein
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Thank you!
