1. DME
November 2012

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

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

4. 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
Affiliate Marketing
electronic Customer Relationship Management
Chat Forum

5. 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
Affiliate Marketing
electronic Customer Relationship Management
Chat Forum

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

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

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

9. 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

10. Building a Strategy Situation Objectives Strategy Tactics Actions
Control

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

12. Understanding the Customers

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

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

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

16. Digital Dashboards

17. 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

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

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

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

21. Optimising your Websites
Search Engine Optimisation
Customer Optimisation by Content
Blogging

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

23. 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”

24. 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

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

26. 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

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

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

29. Sharing and Advocacy

30. Sharing and Advocacy

31. Sharing and Advocacy

32. Sharing and Advocacy

33. Sharing and Advocacy 33

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

35. 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)

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

37. 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

38. Facebook, Twitter, Linkedin
Places
Business
Page
Targeted
Advertising

39. Facebook, Twitter, Linkedin
Research
Key Players
Advocacy

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

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

42. 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