DME November 2012

Be Current, Relevant and Informed Relevance Advocacy Customer Journey Segmentation Integration Location and Mobility Measurement

Social Media Typical Digital Chaos Website Apps Web Analytics Research Chat Forum Research eNewsletters SMS SEO Blog Advertising Location Based Services Mobile eMail eCommerce Pay per Click Social Media Television Internet Directories electronic Customer Relationship Management Affiliate Marketing

Website as a Digital Hub eNewsletters Social Media Web Analytics SEO Research SMS Blog Website Advertising Location Based Services eCommerce Mobile Internet Directories Television Pay per Click Apps eMail Affiliate Marketing electronic Customer Relationship Management Chat Forum

Social Media as a Digital Hub eNewsletters Web Analytics SEO Website Research SMS Blog Social Media Advertising Location Based Services eCommerce Mobile Internet Directories Television Pay per Click Apps eMail Affiliate Marketing electronic Customer Relationship Management Chat Forum

What We’ll Cover First Stage Building a Strategy Understanding the Customers Enhancing your Customers’ Journey Creating a Digital Dashboard

What We’ll Cover Second Stage Optimising your Content Harnessing Social Media Next Steps, Step by Step

What We’ll Cover First Stage Building a Strategy Understanding the Customers Enhancing your Customers’ Journey Creating a Digital Dashboard

Building a Strategy Awareness, Acquisition, Retention Linking with your marketing strategy Plan to help deliver your business goals Focus on 3-5 years out Be passionate about measurement

Building a Strategy Situation Objectives Strategy Tactics Actions Control

What We’ll Cover First Stage Building a Strategy Understanding the Customers Enhancing your Customers’ Journey Creating a Digital Dashboard

Understanding the Customers

Enhancing the Customer Journey Prioritise your segments “Long Tail” digital content Segments become your filter for everything you do and say

My Customer Journey Facebook LinkedIn E-Newsletters Blogs Twitter Comment Feedback Enquiries Website

What We’ll Cover First Stage Building a Strategy Understanding the Customers Enhancing your Customers’ Journey Creating a Digital Dashboard

Digital Dashboards

Creating a Digital Dashboard No vanity metrics allowed Turn information into intelligence Balance financials with soft measures Measure the length of the journey Continually fine tune everything

What We Covered First Stage Building a Strategy Understanding the Customers Enhancing your Customers’ Journey Creating a Digital Dashboard

What We’ll Cover Second Stage Optimising your Content Harnessing Social Media Next Steps, Step by Step

What We’ll Cover Second Stage Optimising your Content Harnessing Social Media Next Steps, Step by Step

Optimising your Websites Search Engine Optimisation Customer Optimisation by Content Blogging

Search Engine Optimisation Organic or Adwords? Long Tail Phrases Incoming Web Links Clear Internal Links Different phrases for different customers in different markets

Customer Optimisation by Content Reduce your Bounce Rate Increase the Relevance Inspire Advocacy Remember Your Filters Long Tail Phrases Customer Journey Priority Market Segments “<4 seconds to capture, <1 to form opinion”

Content Tips Copy quality and relevance is vital Make it short with lots of links Paragraphs of 2 or 3 sentences Lots of white space Use bullet points and graphics where appropriate The internet is an informal community, your style should reflect this Content should be 90% added value 10% sales pitch Speed and relevance are key

Blogging is Great Content Current, Relevant, Informed Industry and Sector Experts Inspire Confidence and Loyalty Good for Optimisation

Power of Blog 20% of the UK population have blogged and 60% have read them (source: Oxford Research Agency July 2010) 15% of bloggers spend 10 or more hours each week blogging (source: Technorati June 2010) 70% of bloggers are organically talking about brands on their blog 38% of bloggers post brand or product reviews

What We’ll Cover Second Stage Optimising your Content Harnessing Social Media Next Steps, Step by Step

Harnessing Social Media Sharing and Advocacy Magic Rule of Thirds Video Engages Facebook, Twitter and Linkedin

Sharing and Advocacy

Sharing and Advocacy

Sharing and Advocacy

Sharing and Advocacy

Sharing and Advocacy 33

Magic Rule of Thirds One Third About YOU One Third FREE Stuff One Third Overt SALE

Amazing Facts of the Day There is more bandwidth and processing in the current YouTube service than there was in the entire internet in 2000 YouTube accounts for 70% of online video time on PCs (source: NeilsenJuly 2010) Online TV has grown 600% in the last 12 months (source Oxford Research Agency June 2010)

Video Engages Products and Services Customer Support Personalised Contact Good for Optimisation

Facebook, Twitter, Linkedin What are your target customers using? Great for Optimisation Advocacy Rules Remain Front of Mind Enhance the Customer Journey Conversations Not Monologues

Facebook, Twitter, Linkedin Places Business Page Targeted Advertising

Facebook, Twitter, Linkedin Research Key Players Advocacy

Facebook, Twitter, Linkedin Appear on other’s Home Page Current, Relevant, Informed Business Page Groups for Discussion and Research

What We’ll Cover Second Stage Optimising your Content Harnessing Social Media Next Steps, Step by Step

Next Steps, Step by Step Plot customer journeys for priority segments Plan SOSTAC and your Digital Hub Balance Awareness, Acquisition, Retention Start Writing Relevant Content Measure and Fine Tune