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