The document discusses the need for organizations, including churches, to have a digital strategy. It notes that digital is evolving how customers interact and that expectations have changed. An integrated marketing approach is recommended, with objectives, strategy, and tactics across multiple digital channels including website, email, search, social media, mobile and others. Specific tips are provided for optimizing tactics on email, search, Facebook, Twitter and mobile. The presentation emphasizes that digital is not a replacement for other efforts but should be used to extend and facilitate relationships.
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CNMC: Digital Strategy and Why You Need One
1. DIGITAL
STRATEGY & why you need one.
#CNMC12
By @ppadley
www.PatrickPadley.com
2. PAT PADLEY
• Digital Strategist at DEG – Kansas City
• KC Ad council member, SQPN podcaster and board member.
• Leads/executed/advised digital efforts for Lee Jeans,
Rockport, Timberland, Hallmark and Bushnell
#CNMC12
@ppadley
www.patrickpadley.com
3. WE ARE DEG
• Founded in 1999 in Overland Park, KS
• 100+ associates, strategists, designers and developers
• Significant work across a number of verticals
• Community involvement is a core value
#CNMC12
@ppadley
www.patrickpadley.com
4. WHAT WE DO
#CNMC12
@ppadley
www.patrickpadley.com
5. Digital by the numbers
#CNMC12
@ppadley
www.patrickpadley.com
6. YOUTUBE IS #2
• YouTube is now the second most used search
engine in the world.
• Over 4 billion hours of video are watched each
month on YouTube
http://www.youtube.com/t/press_statistics
#CNMC12
@ppadley
www.patrickpadley.com
7. 955 MILLION …active users on Facebook.
• More than 50% of its active users log on to
Facebook every day.
• The average user has 130 friends.
• More than 543 million active users access
Facebook through their mobile devices.
www.facebook.com/press
#CNMC12
@ppadley
www.patrickpadley.com
8. 400 MILLION …tweets per day.
• Every day, the world writes more than the
equivalent of a 10 million-page book in Tweets or
8,163 copies of Leo Tolstoy‟s War and Peace.
http://blog.twitter.com
#CNMC12
@ppadley
www.patrickpadley.com
11. Customer Journey is Evolving
• How do we use disruptive technology to get closer to
customers, to improve relationships and enhance
experiences?
• Expectations and Personalization
• Mediums and Channels
• More Sources of Influence
confidential and proprietary
13. "Your website isn't
a destination. Get
over yourself.”
(you need a digital strategy)
#CNMC12
@ppadley
www.patrickpadley.com
14. TODAY’S OBJECTIVES
• Educate and provide perspective.
• Help you understand how why your digital
marketing efforts are important.
• Provide you with specific, actionable tips and
techniques, that you can go do now.
#CNMC12
@ppadley
www.patrickpadley.com
15. Church Marketing
How does Christianity
fit in to a consumer
oriented society?
#CNMC12
@ppadley
www.patrickpadley.com
20. The Disconnect
It‟s not the message.
It‟s the delivery.
#CNMC12
@ppadley
www.patrickpadley.com
21. How do we break
through the clutter?
#CNMC12
@ppadley
www.patrickpadley.com
22. The Vatican Diocese/Archdiocese
Churches and Parishes #CNMC12
@ppadley
www.patrickpadley.com
23. We should not settle for
anything different than
a fortune 500 brand?
#CNMC12
@ppadley
www.patrickpadley.com
24. Is social media the
answer?
#CNMC12
@ppadley
www.patrickpadley.com
25. SOCIAL MEDIA isn’t replacing anything.
• Social is not a strategy
• It should be “with” not “instead of”.
• Can extend and facilitate and, but it does not
replace.
#CNMC12
@ppadley
www.patrickpadley.com
27. INTEGRATED APPROACH
All channels support each other:
• Website
• Email
• Search
• Social
• Mobile
• Direct Mail
• Print
• PR/Events
#CNMC12
@ppadley
www.patrickpadley.com
38. EMAIL TACTICS
• If you don‟t have an email list, start one.
• Send emails based on segments.
– Location
– Parish activities
– Interest
#CNMC12
@ppadley
www.patrickpadley.com
39. EMAIL TACTICS
• “Value Add”
– objective, educational information
• 1-click sign-up field on every page of your
website.
• Prominent „Share with a Friend‟ buttons.
• Optimize email for mobile. #CNMC12
@ppadley
www.patrickpadley.com
45. FACEBOOK TACTICS
• The average Facebook page reaches less
than 8% of their fans daily.
• Most fans interact with your page in the
“feed”
• Brand your page.
#CNMC12
@ppadley
www.patrickpadley.com
48. FACEBOOK TACTICS
Facebook
Engagement
Facebook ADS Intranet / Out
Collect of Office
Dedicated
Sweepstakes or
Promotions Email
Campaigns
Traditional
Ecommerce
Media URL References
references
Facebook
“Give to Get” Event
Contesting “Like” Sign-Ups
Growth
#CNMC12
@ppadley
www.patrickpadley.com
49. 4:1 RULE
It‟s not about you.
“If you build it, they won‟t come.”
Follow the 4:1 Rule
For every ONE social object (piece of content) that is
about you, there needs to be FOUR social objects that are:
• informative
• inspirational
• entertaining
• engaging
• re(marketable)
• promote others
#CNMC12
@ppadley
www.patrickpadley.com
50. TWITTER
• Twitter is like gigantic gushing stream or river of many
things…
• Your followers will not see everything you post. The more
you Tweet, your chance of being “noticed” in the huge river
of Tweets increases.
• @replies are the “email” of Twitter
• Time of day DOES matter.
• Use scheduling tools if you can.
#CNMC12
@ppadley
www.patrickpadley.com
51. TWITTER
• Stop talking about yourself.
• Search for and use local #hashtags
• Respond to check-ins
• Share the love >> ReTweet
#CNMC12
@ppadley
www.patrickpadley.com
53. WHY MOBILE
• Mobile devices are accessible to consumers of all
income levels ($30 mobile phone vs. $1500 laptop)
• Smart phones make the Web available everywhere,
and anytime
• Think “mobile first”
• Mobile is location-aware almost 100% of the time
#CNMC12
@ppadley
www.patrickpadley.com
54. HOW TO GET IT DONE
• Use internal resources
• Talk to your diocese communication director
• Utilize outside resources for guidance,
education & thought leadership
– Find an agency that will teach you how to
fish
#CNMC12
@ppadley
www.patrickpadley.com
55. DIGITAL
STRATEGY & why you need one.
#CNMC12
Questions? By @ppadley
www.PatrickPadley.com
Notas del editor
Founded in 1999 in Overland Park, KS100+ associates, strategists, designers and developersSignificant work across a number of verticalsCommunity involvement is a core value
EmailExactTarget Platinum PartnerMore than 1 billion sends annuallyOnly two-time ET Partner of the YearHolder of all available ExactTarget certificationsGlobal program management expertise EcommerceMagento Gold PartnerMagento Top Ten “Fast and Emerging Partners” for 2011ERP integration specialistBig brand/big project expertise Social MediaIntegrated strategyMonitoring and analysisCommunity management Enterprise CollaborationSharePoint/Microsoft Gold PartnerIntranets/ExtranetsCollaboration strategies Web Content ManagementStrategy and analysisSite management platform selection and implementationUser Experience design MobileMulti-platform application developmentDevice experience optimizationStrategy development
It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
To some extent the Catholic Church has been looked at like a fast food chain. It’s been institutionalized. People tithe so that they have access to their services.
Society is trained to expect these three thingsWith 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
Answer: Use the same tools/techniques that modern brands use. i.e. Starbucks or McDonalds
It’s one part of the spectrum of digital communication.
It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
It’s not a destination.A website is one component of a larger online strategy.You must have “outposts” for discovery.All roads should lead back to your website(s).
With 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
With 1 billion Catholics, we have a huge brand following.I often wonder to myself, who is monitoring Catholic brand health?
[twitter] How companies learn your secrets: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html [/twitter]
Answer: Use the same tools/techniques that modern brands use. i.e. Starbucks or McDonalds
Average person has 130 friends(8,000 >> 1,000,000)250 million photos are uploaded everyday.