iin digital strategy presentation feb 2013 slideshare

Connecting with members across digital channels

Presented to IIN ConferenceBy Tim Nicholas, Marketing Services Mgr, ICAA

19 Feb 2013

Digital trends

Agenda

1. Trends

2. Synchronisation

3. Dynamic content

4. 3 screens

5. Future

Trends

- Digital becoming lead channel for all communications with members

- Many digital ‘touchpoints’

- More coordination and synchronisation than ever before

- Need to harness “earned, owned and paid” media

- Rise of mobile/tablets

- Search and social media key planks of digital strategy

- Analytics & reporting essential to unravel/understand ‘big data’

Synchronising digital channels

Example: Business Forum

• Digital channels promoted in brochure >

• Align vanity/short URL and Twitter hash tag >

businessforum.com.au | charteredaccountants.com.au/BusinessForum | #BusinessForum

• Research/optimise meta data (title/description/keywords) in web page >

• Include keywords in blogs, tweets, YouTube clips (tags)

• Use LinkedIn ‘Companies / Products’ functionality• Encourage staff/connections to ‘Recommend’

Example: Business Forum

Digital channels Destination(eg microsite)

User actions

Digital channel synchronisation

SUMMARY

• Optimise the quantity and quality of ‘paid/earned/owned’ sites linking to your content, and align keywords/phrases with meta data

• Post relevant updates in your SM channels as frequently as practical

• Leverage Google+: integral to any social media plan and key to high ranking in Google organic search results

Dynamically changing content

A dynamic web page’s content varies based on parameters set in the CMS.

Users expect more of their content to be tailored to their needs • E.g. online media / service industry web portals

Use CMS to automate the following:

1. Customisation of content displayed according to user identity and/or market segment (“engagement automation”)

2. Trigger actions based on user journey (e.g. a pop-up)

A/B testing enables continuous improvement cycle.

3 screens – mobile first approach

A mobile-first approach is opportunity to address

• Usability

• Content tone of voice

• Accessibility (for all devices)

• Search engine optimisation

• Tools > which merit an app?

• Placement of rich media

Future key drivers

• Responsive design (device optimisation)

• Automated audience engagement

• Engagement analytics

Thank you.

Questions?

Contact | tim.nicholas@charteredaccountants.com.au | @TimOnTwtr