Digital Innovation and Emerging Trends - Corbett Guest
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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
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Inbound Marketing
Responsive Design
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Inbound Marketing
Exponential Growth of InformationBig Data
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.
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Responsiblefor <10 ofclicks onthe web
Costs remain
generallystatic with
scale
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
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Social
Search
Blog
F2F
Social
Search
Blog
F2F
Social
Search
Blog
Web
Skill Sets
MailChimpConstant ContactSilverpop
Talent
StrategistCopywriterArt DirectorCut-UpDevelopment
Social
Search
Blog
Web
Skill Sets
WordPressBloggerDigg
Talent
StrategistCopywriterArt Director
Social
Search
Blog
Web
Skill Sets
HootSuiteRadian 6SysomosCloud ForceMarketo
Talent
StrategistCopywriterArt Director
Social
Search
Blog
Web
Skill Sets
Google/Bing Webmaster ToolsGoogle AnalyticsOmnitureGoogle AdWords
Talent
Keyword AnalysisStrategistCopywriterFinancial Management
Social
Search
Blog
Web
Skill Sets
Web Content ManagementResponsive DesignSEO
Talent
Content GenerationStrategistCopywriterArt DirectorCut-UpDevelopment
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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
User DemographicsSocial Media
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User DemographicsSocial Media
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User DemographicsSocial Media
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User DemographicsSocial Media
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The Social CityBoston
30 *source next.cityofboston.gov
The Social CityBoston
*source next.cityofboston.gov
The Social CityBoston
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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
*source next.cityofboston.gov
The Social CityBoston
*source next.cityofboston.gov
The Social CityBoston
*source next.cityofboston.gov
The Social CityBoston
*source next.cityofboston.gov
The Social CityBoston
36 *source next.cityofboston.gov
The Social CityBoston
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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.
*source next.cityofboston.gov
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
*source next.cityofboston.gov
Changing the GameBoston
39 *source next.cityofboston.gov
Changing the GameBoston
40 *source next.cityofboston.gov
Changing the GameBoston
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• 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
*source next.cityofboston.gov
Changing the GameBoston
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• 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
*source next.cityofboston.gov
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
*source next.cityofboston.gov
Working Together From the Inside OutBoston
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POLICIES AND PROCEDURES
• Manuals for the overall program
• Manuals for each department
• Regular meetings
• Regular adjustments
Roles and Responsibilities
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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
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Response Model
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• 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
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Executive Leadership
Marketing Lead
Executive Legal
Decision Making Model
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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
Decision Making Model
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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
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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
*source thegovlab.org
Running Cities BetterTwitter
55 *source thegovlab.org
Connecting with CitizensSan Francisco
*source thegovlab.org
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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
Information provided by the Dealey Group
Driving EngagementFrisco
Information provided by the Dealey Group
Driving EngagementFrisco
Information provided by the Dealey Group
Driving EngagementFrisco
Information provided by the Dealey Group
Driving EngagementFrisco
Information provided by the Dealey Group
Driving EngagementFrisco
Information provided by the Dealey Group
Promotion: Biggest Summer EverFrisco
66Information provided by the Dealey Group
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Responsive Design vs. Mobile
App
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
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Mobile User ExperienceOptimization
Mobile User ExperienceOptimization
Mobile User ExperienceOptimization
Mobile User ExperienceOptimization
Mobile User ExperienceOptimization
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Mobile User ExperienceResponsive vs. Mobile App
*source TableXI
Digital Success Is Our CommitmentFocused Strategy, Fearless Creative and Flawless Technology
Is Our Responsibility