MIMA Digital Strategy Presentation

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2011 Digital Planning CONFLAGRATION!

www.twitter.com/aeklund

Wednesday, November 17, 2010

http://www.twitter.com/aeklund



Analytics

Search

Websites

Email

Social Media

Ads

How Can I Be A Total Buzzkill?






Analytics

Search

Websites

Email

Social Media

Ads

How Can I Inspire Change?





A Little Handraising Test


A bit about the survey.


Interestingly, Execs think strategies fly by the seat of their pants nearly 50% of the time

Awesome!


Common AgreementThat Digital Needs to be Flexible


Execu&ve Concerns

Is your current digital strategy giving answers to core strategic concerns?

No.

Yes.


Prac&&oner ConcernsOf open-‐ended responses to “single greatest barrier” to achieving success... No.

26%

74%

Executive Disconnect.

All Others.


Is our strategy based on the consumer or our corpora&on?


Follow Me: @aeklund

Email Me: [email protected]

Copy of the “Report”


What we know.

What we do.


# 1

Fear of Failure


# 2

Wai&ng to Act


# 3Love of Known Media


Be Agnostic.


Whatever you do,

never fall in love.Wednesday, November 17, 2010

Challenge #1Common Language & Understanding

Is your current digital strategy giving answers to core strategic concerns?

No.

Yes.


Finding New Language

We use... Could use...

Followers Hand-raisers

Fans Advocates

Conversions Referrals/Sales

Tweet, Post, Text, Retweet Communicate

“Grow our followers” Build scale

Community Target Audience

Share Extend


My Guilty Favorite: Listening!


Are You Truly Helping?


Are You Truly Helping?

It's distilling all of that data into a cohesive package and - and communicating messages around the reporting out to key players that is the struggle. We do this unevenly.”


Challenge #2Enlis&ng the Right People


Who Should Sit Here?Ideally.


Digital Strategy

Digital Experience

How Are You Experienced?Yes. This is both a burger and a Jimi Hendrix reference.

Brand Mktg Sales CSR IT Product


Ac&on Item #1

Brown bag this ques&on: What would our consumer online experience be if we all

worked together?


Ac&on Item #1


Ac&on Item #1

Document what that team would do, then ask, “What’s preven&ng us from

doing it?”


Ac&on Item #1


doing it?”

“Is our own inability to work together helping our customers?”


Ac&on Item #1


doing it?”

“Is our own inability to work together helping our customers?”

Present your findings.


Challenge #3Let’s Find Shared Metrics


Challenge #3: Use Facts

Know What You Can KnowWednesday, November 17, 2010

How Costly Are Your Connections?

Your Customers

Continuum ofConsideration

Awareness

$ Conversion

Converse

Compare

Opt-In/Follow

Learn


The New Funnel

Advertise

Marketing Telemarketing

Email

Events

Marketing Influenced Transactions

Consumer Chooses to Follow

Choose to Create & Share Create & share online video

Create & share reviews

Industry Events

Advocacy

Customer Influenced Transactions

High Media Cost

Per Conversion

Low Media Cost

Per Conversion


Online FunnelInvestments

Top Of Funnel Traffic

Offline Marketing: BrandOnline marketing:•Display

“Anywhere” Funnel

SEO/Paid SearchEmail marketingMessaging campaigns

Bottom Funnel

Social Media Channel

Some ROI

Higher ROI

Highest ROI


We’re Storytellers.


Dashboards That Tell Stories


Build Correlations. Sometimes not perfect.


Assess if consumers actually care about our brand and, if so, what do they care about?


Challenge #4Becoming Scaled


Social Traffic Converts 1400% Higher Than Other Digital Channels


Social Scale:The x250 Rule

Facebook:643

Twi[er:1400

x 250 =

510,000 Reach Poten8al


Build to Scale

300 Trained Agents x 250 Each = 75,000

300 Trained Agents x 100 = 30,000

x 250 = Total Goal Reach 26,250,000


The ROI of Scaled Advocacy


Making “Social” Connections

Impact

Commitment

Listening/RESEARCH

AssessMonitor/Observe

Learn

EngagementContent Distribution

Field InquiriesInfluence

AdvocacyConversationIntegrationConvert


Immensely Measurable

You


Andrew Eklund [email protected]/aeklund

Thank You


mailto:[email protected]

mailto:[email protected]



MIMA Digital Strategy Presentation

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