Digital Strategy 101
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Transcript of Digital Strategy 101
Digital Strategy 101
Mark Farmer: 2014-05-02
Strategy 101
Traditional vs Digital vs Social
Facebook,Twitter,
YouTube,Blogs, etc,
Websites
Mediarelations
Mobile
Display
SMS / MMS
Print advertising
Broadcastadvertising
Print collaterals
Directmail
Out of home
MarComm (Marketing Communications)
Digital MarComm
Social media MarComm
Please keep in mind...
Digital Strategy: 2 different ideas
1. Helping an organization become digitalo Organizational changeo Cultural shifto Behavioural shift
2. Marketing / communicating digitallyo Tactics & executiono Marketing campaigns / objectives
Wikipedia says
Digital strategy = specifying an organization’s...
• Vision
• Goals
• Opportunities
• Initiatives
What I says
• Helping an organization communicate better online by helping its people communicate better online
• That usually means finding a way to help you reach your audience more efficiently, more thoroughly and more substantially
What strategy isn’t
• A plan
• Done by experts
• Complete
• A document
The essence of strategy
• Visiono What’s the desired state?o Paint a pictureo Engage people
Digital Strategy’s only one part of the job
1. Helping an organization’s people communicate better online
2. Help your unit achieve its goalsa. Improving and defending reputation
b. Issues & crisis mgmt
c. Developing social media channels
d. Building audience
Strategy is the big picture
• The long gameo Gandhi
• Cultural / organizational / behavioural shiftso Risk toleranceo Innovationo Collaborationo Openness
What that means for you
• Training & supporto Platforms, practices, etc.
• Resourceso Guidelineso Best practiceso Analytics & intelligenceo Industry news
• Strategies for units
• Gathering & sharing marketing intelligence
What that means institutionally
• Active listening
• Messagingo Issues / criseso Campaigns
• Keeping our finger on the pulse of the institution, through its departments and faculties
The steps
• Define the organization’s needs (based on opportunities, problems, etc.)
• Identify the goals you’ll need to reach, to meet those needs
• Define how you’ll measure attainment of those goals
• Attach target numbers (more tactical at this point)
Where the real magic begins
• Coming up with creative ideas & solutions for how you’ll meet those numbers
• Executing them as tactics
Danger: the competitive scan
Winning coaches don’t focus on the competiton
The cycle
• Execute
• Measure
• Learn
• Repeat
• “The Lean Startup”
You can’t predict success
In other terms
• Try something.
• If it works, do more of it.
• If it doesn’t, do less of it.
• Rinse, repeat.
Strategy on a day-to-day basis
• Recognizing opportunities
• Coming up with creative ways to leverage those opportunities
• Being an advocate
• Setting an example (“walk the walk”)
• Innovating
• Exploring new channels & platforms
• Supporting the institution
Some of the tools
• Market intelligence: Radian6
• Collaboration: Confluence & Facebook
• Analytics: SproutSocial
• Customer service: HootSuite and the channels themselves
• Reputation management: Radian6, HootSuite and Sysomos
The vision: bringing it all together
• Social
• Web
• Mobile
• Display
• SEO (onsite and off)
• Traditional
• Etc.
The holy grail
• An integrated digital & traditional marketing & communications strategy
• Pan-institutional
• Cross-functional
• Including new media & traditional media
The benefits to you & the org
• Network effect
• Economies of scale
• Eliminating the redundancies and lack of sharing cause by siloes
• Don’t have to recreate the wheel
The hope
• Raise the organization’s reputationo Reach more peopleo Engage them better and more efficientlyo Get our messages out thereo Show the world the great things happening where
you work
• Work more efficiently as teams and individuals
How we can do this
• Break down barriers to collaboration
• Demonstrate successful prototypes with discrete projects, that provide examples to others
• Demonstrate transparency
• Apply agile concepts to our workflows
Organizational change: the key
And remember how to eat a whale….