@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief
FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E
2. Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
http:/www.brunnerworks.com
http://www.smarterfaster.com
@brunnerworks @squigster
3. 1 Digital trends
2 Create a digital strategy
3 Integrate the mix
@brunnerworks
9. Brands
2007-2011
your target markets
(unknown )
Paid Media
Digital has changed our
relationship with you
PS > We trust our friends
more than we trust you.
15. Fans
Word of mouth
Facebook Strangers
YouTube TV, Radio, Print
Twitter Online advertising
Blogs Earned Direct/ Email
Forums Paid Search
Paid In Store
Customers Owned
Brand web site
Microsite
Packaging
Blog/Facebook/Youtube
Mobile Apps
Video Games
Email
16. Fans
Word of mouth
Facebook Strangers
YouTube TV, Radio, Print
Twitter Online advertising
Blogs Earned Direct/ Email
Forums Paid Search
Paid In Store
content
Customers Owned
Brand web site
Microsite
Packaging
Blog/Facebook/Youtube
Mobile Apps
Video Games
Email
24. Brand Strategy Digital Strategy
Business objectives
Problem
Competition Having a vision, plan and
Audience programs to create and
Insight integrate online assets that
Key message deliver measured success
Brand promise against marketing objectives.
Desired action
Business metrics
25. Brand Strategy Digital Strategy
Business objectives Marketing objectives
Problem Role of asset in solution
Competition Competitive landscape online
Audience Audiences (4% = social currency)
Insight Digital insight
Key message Content
Brand promise Brand promise
Desired action Desired actions
Business metrics Digital KPIs/KPDs
28. Start with measureable objectives
To raise brand awareness. (Your website can’t raise brand
awareness. Try again).
To gain trial of New Product X from
To generate trial.
13% of lapsed customers by Q4
To increase year‐over‐year web
To increase sales. sales by 1% by Q2 2013.
29. Zoom in: What’s the role of the asset?
The role of the brand site is to help
people make an informed brand
decision before they walk into the store.
The role of the brand site is to close the
sale and provide an effortless
transaction.
The role of the brand site is to get people
to sign up for the loyalty club.
30. Zoom out: What’s its role in the mix?
Audience:
Digital Insight:
CRM/EMAIL Role:
Metric:
PAID SEARCH
BRAND WEBSITE DISPLAY/
BROADBAND
ADVERTISING
ORGANIC
SEARCH
Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role:
Metric: Metric: Metric:
PHONES
FACEBOOK TWITTER YOUTUBE
TABLETS
Audience: Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role: Role:
Metric: Metric: Metric: Metric:
34. Bring your audience segments to life
Young portion of the market. Starting families and buying first home. It’s who
we need to cultivate. She finds style ideas online. She hosts girls’ night and her
guests always comment on here sense of style.
Also part of the younger target market; families and resources are growing.
A transition time, she is entering the next life stage — really settling down into
family life while balancing a meaningful career. She sifts through décor
magazines and websites looking for a style that reflects her personality.
Mothers with young families, second homes and a real passion for
transforming the environment. She frequently selects stores to find products
with function and style.
44. Optimize for social (SMO)
• Make content easily shareable
• Write to get found
• Offer social sign in
• Enable social commenting
• Enable social bookmarking
• Proactively share/ syndicate content
47. LONG & SHORT
Key Performance Indicators (Strategic Metrics)
Brand Performance Business Performance
Customer Relationship
Key Performance Drivers (Campaign Metrics)
Public Relations Media Digital Direct
Print/ Online, Social TV/Print/ Online, Mobile, Website, Email, Mobile, Postal
Electronic PR Electronic Social Media Mobile, etc. Social Direct
Advertising
47
52. Brand Strategy Digital Strategy
Business objectives Marketing objectives
Problem Role of asset in solution
Competition Competitive landscape online
Audience Audiences (social currency?)
Insight Digital insight
Key message Content
Brand promise Brand promise
Desired action Desired actions
Business metrics Digital KPIs/KPDs
53. aggregated
Social
content
Images
Words
Video Info
graphics
YourBrandSite.com
54. Zoom out: What’s its role in the mix?
Audience:
Digital Insight:
CRM/EMAIL Role:
Metric:
PAID SEARCH
BRAND WEBSITE DISPLAY/
BROADBAND
ADVERTISING
ORGANIC
SEARCH
Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role:
Metric: Metric: Metric:
PHONES
FACEBOOK TWITTER YOUTUBE
TABLETS
Audience: Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role: Role:
Metric: Metric: Metric: Metric: