How to kick off change management for deploying digital and social media marketing within your organization.

1. Digital / Social Media
Kicking Off Change Management
Dr. Augustine Fou
http://bitly.com/augustinefou
3/23/2012 1

2. Fire Your Agency
Assess what you can do yourself first, then outsource grunt work.
How to tell if your agency “sucks” at digital:
•Chinese menu of tactics, before business strategy
•Can’t map tactics to impact on business objectives
•No metrics specified to measure ROI
•Still focused on branding and storytelling
•They pitch tactics they make money on
Further reading: http://www.clickz.com/clickz/column/2156174/tips-marketers-selecting-digital-agency
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3. Digital Audit
What is your current “state of the union?”
1. Site – analytics, content
2. Search – findability, indexability
3. Social – influence, activity
4. Mobile – usability
Bonus Tip: Google “Digital Footprint Score”
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4. Missing Link Analysis
What information do customers need?
1. List of questions you want answered
2. Plot on Missing Link Worksheet
Further reading: http://mktsci.com/missing-link-marketing.htm
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5. Unified Marketing Framework
Plotting tactics to discover redundancies and opportunities.
1. Plot current marketing tactics (both
traditional and digital)
2. Compare with customers’ missing links and
where/how they search for information
3. Determine redundancies in spending and
opportunities for customers to reach you.
Further reading:http://www.clickz.com/clickz/column/2116804/unified-marketing-integrated-marketing
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6. BTM Innovation Framework
Going beyond just marketing the product or
service
1. Innovate the product
2. Innovate the marketing
3. Innovate the business
Further reading: http://go-digital.net/blog/2008/06/btm-innovation-framework-business-technology-marketing-framework-for-innovation/
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7. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs, marketing
executives, and global brands. He pioneered the
application of the Unified Marketing™ framework to
optimize marketing across both traditional and digital
channels and tactics.
Dr. Fou is also an Adjunct Professor at NYU in the School
for Continuing and Professional Studies and at Rutgers
University at the Center for Management Development,
where he teaches courses on digital strategy, social media
marketing to executives. He is a frequent panelist,
moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He
started his career with McKinsey & Company. He writes a
monthly column on Integrated Marketing for ClickZ.com,
and can be found on Twitter.com @acfou.
acfou@mktsci.com 7