This document outlines a digital marketing strategy that involves identifying brand parameters and goals, developing infrastructure like websites and blogs, listening to customers, connecting on social media, engaging audiences, and publishing content. It notes that brands engaging more on social media saw 18% revenue growth. Integrating social media is important for search engine optimization, collaboration, conversations, thought leadership, feedback, and relationships. The strategy advises defining SMART goals and focusing on the "big three" social networks. It provides tips for listening, connecting, engaging audiences, and publishing content across networks and a website/blog.

1. Digital Marketing Strategy

2. Table of Contents
• Overview
• Elements of a Digital Communications Plan
• Scheduling the Steps
• Executing the Campaign

3. Elements of a Digital Marketing Plan
• Identify Brand • Listen
• Determine • Connect
Parameters • Engage
• Define Goals • Publish
• Develop • Evaluate
Infrastructure

4. The State of Social Media Q4 2012
• Social networks and blogs continue to dominate
American’s time online, now accounting for
nearly a quarter of total time spent on the
internet.
• 274.2 million Americans have internet access.
• Pinterest is the emerging social network with 4.5
million unique visitors in October, 2011.
• Americans spend more time on Facebook than
they do on any other U. S. website.
• Close to 40% of social media users access social
media content from a mobile phone.
http://blog.nielsen.com/nielsenwire/social/

5. Why Integrate Social Media?
Brands that are the most engaged in
social media saw their revenue grow
during 2008 by 18 percent while the
least engaged brands saw losses of
negative 6 percent.
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

6. Why Integrate Social Media?
• Critical to SEO (search engine optimization – the
art of making Web pages attractive to search
engines).
• Serves as a tool for internal collaboration and
knowledge sharing.
• Allows direct conversation and relationship
building with your community.
• Serves as a platform for thought leadership.
• Provides instant feedback.
• Builds relationships.
6

8. Listen Connect Engage Publish
Traditional
media

9. Home Base

10. Define Your Brand
your brand is the promise you
make, and keep, to your
community.

11. Identify Your Brand
• Who are you?
• What business are you in?
• What people do you serve?
• What are the special needs of the people you
serve?
• With whom are you competing?
• What makes you different from those
competitors?
• What’s the benefit? What unique benefit does a
client derive from your service?

12. Identify Your Brand
1
What is the
ONE THING
that you can
address with
authority?

13. Define Parameters
• Who will manage the community?
• Who will contribute?
• What are the rules of engagement?

14. Define SMART Goals
• Specific
• Measurable
• Actionable
• Realistically high
• Time-bound

15. Focus Efforts on a Few
The “Big Three”

16. Listen
• What are your customers
saying about you?
• How do you KNOW?
• How can you answer
customers’ questions
before you’re even asked?

17. Listen
• The quickest way to monitor content on the
Web is to use a feed reader with search
feeds, blogs and other content plugged in.

19. Connect and Expand Your Network
• Find people like you, or those who share
community interests and expand your network
• Read lots of content, follow the communities’
blogs
• Learn who makes up your network; who are
fans and followers?
• Enter contacts regularly into your social
networks.

20. Connect: Three Steps
1. Upload contacts to Facebook and LinkedIn
profiles
2. Add Twitter to LinkedIn to see what contacts
are Twitter users
3. Do research on Tweepz to discover additional
contacts to follow on Twitter

23. Connect and Expand Your Network

24. Engage -- Twitter

25. Connect -- Twitter

26. Engage
• Reward fans
• Be helpful
• Connect your
network
• Endorse others
• Produce frequent,
quality content
• Create meaningful,
long-lasting
relationships

27. Develop Infrastructure
• Web site Study Shows Small
• Blog Businesses That Blog
• Both? Get 55% More
Website Visitors
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-
Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz1AfnFlYi0

28. Publish
“Neither a press release nor a full-page ad
in The New York Times will boost your
search engine ratings as much as a regularly
updated blog. The shortest, cheapest,
fastest and easiest route to a prominent
Google ranking is to blog often.”
— Robert Scoble and Shel Israel
“Naked Conversations”

29. Publish
Small Businesses That Blog Get 55% More
Website Visitors
– Tell the story behind the story
– Capture search engine results
– Share your information in a compelling way
– Produce content to share across networks
– Create brand loyalty

31. Thank You!

33. Thank You!
Questions?
mjaggers@jaggerscommunications.com