online & onboard: akolade digital marketing conference 2014
DESCRIPTION
Presentation given at the Akolade Digital Marketing Conference 2014TRANSCRIPT
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
