online & onboard: akolade digital marketing conference 2014

12 Apr 2023

HughStephensOnline & Onboard: Engagement

Akolade Digital Marketing 24 June 14

Available: http://dlgcns.lt/dcdmf14

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• Strategy– Communications– Social data– Digital channel integration

• Risk– Active / passive management– Review– Analytics

• Advisory– Analytics

• Audits• Trend analytics• ROI

About Dialogue Consulting

Strategy // Risk // Advisory

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• Strategy execution model• Identifying assets & channels• When & when not to integrate• Mapping the cross-channel

journey

Agenda

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Strategy execution model1

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The Social Media Exchange

adapted from Larson & Watson,

2011

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Assets & Channels

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Owned vs unowned platforms

• Unowned– High audience, (generally) high engagement– “At their call” – governance risk on dependance of external– Not “free”– E.g. Facebook, Twitter, LinkedIn…

• Owned– Low audience, (generally) high engagement (variable++)– Hard to get people a) there & b) engaged value proposition– Control your own distribution, reach, measurements– Not “free”– E.g. customer forums, blogs, custom tools.– WTH would it look like?!?!?!?

Brands are shifting away from unowned platforms.

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Audience and activity

Think not just of where they are, but where they engage

Audience

Activity

?

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Hard to reach audiences

• Not always on social either• Segmentation is key– Remarketing– Value proposition– Brand partnerships/sponsorships

Hard to reach audiences can be…hard to reach

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Internal engagement

• Internal advocates– FFFs– Do they want to?

• Internal ideas• Internal issues – what’s the role of marketing?

Your audience might not just be external

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Integrating channels

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• Are your audiences similar?• Be wary of different consumption

patterns• Automation a double edged sword• Keep your objectives in mind – are

“Likes” important at all?

Channel integrations

Automated ≠ easy/free/cheap/no effort

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• Is your cross channel campaign integrated?

• Do your messages make sense across channels? Consistency is key

• Have you identified your different stakeholders & where they are

The myth of the “cross channel campaign”

Cross channel should be integrated, or go home.

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• …anything.• Might be content across different

channels, different messages, different purposes.

• Work out where you want consumers and encourage them to the best channels– Doesn’t always work

So what does it look like?

Strategy is an enigma.

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Mapping your journey

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• Hugh Stephens–0431 304 464–hugh@dialogueconsulting.com.au–@hughstephens / @DialogueAus

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