7pillarsdigital.com #7Pillars @blueliner A Comprehensive Marketing System By: Arman Rousta

7pillarsdigital.com#7Pillars @blueliner

A Comprehensive Marketing SystemBy: Arman Rousta


WHAT IS THE 7 PILLARS?

The 7 Pillars of Digital Marketing is a framework – a map – for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics and techniques.


The 7 Pillars of Digital (1st

Dimension)pillar 1. Content (Copy, Video, Photography, Audio)

pillar 2. Design (UX, Web Design, Web Development)

pillar 3. Search (Organic Search – SEO, Organic CSE, Onsite Search)

pillar 4. Media (Paid Search, CPM, Affiliate, Retargeting)

pillar 5. CRM (Customer Service, Email Marketing, Contact Mgmt.)

pillar 6. Social (SMM, Online PR, Networks, Blogs, Games)

pillar 7. Mobile


7Billion

The World is Your Market

Everything is ConnectedEveryone is Connected

The World is Our Home


“The business enterprise has two – and only two – basic functions: marketing and innovation…All the rest are costs.”

- Peter Drucker


1.3 bil

250 mil

1 bil550 mil

300 mil

7 billion subscriptions; 5 billion users


The 7 Core Principles

Principle 1. Proactive Time Management (Timebug)

Principle 2. ROI Goal Driven (Reality-based Inspiration)

Principle 3. Holistic (W7 Model, Ethics)

Principle 4. Innovation Driven (Entrepreneurial Spirit)

Principle 5. Business Intelligence Based (Scientific)

Principle 6. Organic & Agile Workflow (Resourceful)

Principle 7. Active Knowledge Sharing (Communications)


The 7 Marketing Personality Types

Type 1. Number Cruncher (NC)

Type 2. Information Gatherer (IG)

Type 3. Hunter (Sales)

Type 4. Farmer (Organizer)

Type 5. Idea Man or Woman (IM)

Type 6. Doer

Type 7. Visionary


The 7 Pillars of Traditional (D1)

T-Pillar 1. Content

T-Pillar 2. Branding

T-Pillar 3. Advertising

T-Pillar 4. PR

T-Pillar 5. Sales (Business Development, Merchandising)

T-Pillar 6. Events

T-Pillar 7. Direct (DR, Direct Mail)


The 7 Modes (2nd Dimension)

Mode 1. Brainstorming (Ideation, Research, Discovery)

Mode 2. ROI (Budgeting & Goal Setting)

Mode 3. Strategy

Mode 4. People

Mode 5. Tools (Tech & Systems)

Mode 6. Execution

Mode 7. Analytics (BI, Audit & Optimization)


The 49er Matrix

MODE 1

MODE 2

MODE 3

MODE 4

MODE 5

MODE 6

MODE 7

Poor

Average

Effective

Not Relevant

7pillarsdigital.com#7Pillars @bluelinerWelcome to World-Class, Destination Healthcare.

“The best thing about being a cardiac surgeon, is that you literally touch people’s heart” – Dr.

Devi Shetty

Purposeful Marketing


Social Media Overview

There is no question that patients, doctors and the entire healthcare community is embracing Social Media and associated Mobile technology quite rapidly. This infographic (right), and the ones following, tell the story.

13


Welcome to World-Class, Destination Healthcare.

Deloitte has identified six unique segments that comprise the healthcare consumer market


Welcome to World-Class, Destination Healthcare.

Filter these six unique segments across a second demographic tier (Age).


Content Strategy: Topics

Blueliner Marketing 16

1.Inspirational – Dr. Shetty’s vision and compassion as the focal point2.Sustainability – Health City’s leadership and commitment to it3.World Class Care – Unique business model, hi-tech facility, patient experience4.Medical Tourism – Reinventing the category, gaining recognition5.Community – Health City’s commitment to Cayman Islands, coverage of local events, school visits, job postings, training6.Health Tips – Show consideration for preventative and recuperative care by posting healthcare advice [from Doctors and Nurses]7.News & Service Updates – Media Coverage, Doctor views



1.Twitter – 5+ Actions / Day: Original Tweets, ReTweets and Conversations2.Facebook – 2+ Actions / Day: Original Posts, Post Responses and Moderation3.Google Plus – 2+ Actions / Day: Original Posts, Post Responses and Moderation4.YouTube – 2+ NEW Videos / Month5.LinkedIn – 2+ Actions / Day: Original Posts, Group Participation

5/31/2014

Content Strategy: Editorial Calendar


Content Samples / Proposed Actions // Topic:

Medical Tourism

18

{Twitter/Reply: Advocate} To potential advocates who write about the promise of Medical Tourism (see graphic on next page for an example).

GOAL: Sue Montgomery represents one of our ideal target personas. Find, Engage with 100 “Sue Montgomery” types per month.

ENGAGE BY: - Retweeting her content - Replying to her directly – having a public conversation via Twitter (and other networks, if she participates there) - Request of her to RT Health City content to her followers, on occasion, if she doesn’t do so naturally


Social Team: Roles, Skills, Time Reqs

19

A social media supporting company culture and team effort must take place, in order for the campaign to have an authentic touch, and for the content to be effective. Key roles and estimated time requirements are outlined below.1.Social Media Manager – Someone has to be in charge of the whole thing. Active coordination with PR needed. (2 hrs/day)2.Researcher(s) – One or multiple people, scouring the web and inside sources for industry data, conversations, etc. Listen/monitor web and all networks. (3 hrs/day)3.Concept Developer(s) – High-level thinkers who brainstorm new content strategies weekly, along the lines of the noted topics. Active coordination with PR. (5 hrs/wk)4.Brand Manager – Someone who takes overall responsibility for ensuring brand consistency and tone across all social content. (5 hrs/wk)5.Content Writer(s) – A major task, equivalent to being a staff writer at a newspaper. Major SEO coordination. (2 hrs/day)6.Graphic Designer(s) – 50% of what we do in social is visual. Great design will be important, on a daily basis. (2 hrs/day)7.Domain Expert(s) – From the medical staff, to answer technical questions and provide content as needed; create social specific videos, outside PR interviews. (5 hrs/wk)


Goals: Budgets, ROI & Other KPIs


Be on par with – and eventually exceed – Cleveland Clinic and Mayo Clinic, in terms of their levels of Social Media engagement and content production.

High-Level goals are outlined below – for a 12-month period –

1.Twitter – 25,000+ Followers, influencing at least 30 new patients.2.Facebook – 100,000+ Likes, influencing at least 50 new patients.3.Google Plus – 50,000+ Followers, influencing at least 20 new patients.4.YouTube – 150,000+ Channel Views, influencing at least 20 new patients.5.LinkedIn – 2,000+ Followers, influencing at least 50 new patients.


Recently Promoted PostWelcome to World-Class, Destination Healthcare.


- eBook

- Self-Assessment App

7pillarsdigital.com

* Book: Tweet/Share with #7pillars for free copy of print book or e-book.

* App: (Launch: Jan 2015)

CONTACT: [email protected] Twitter @arousta

Documents

7pillarsdigital.com #7Pillars @blueliner A Comprehensive Marketing System By: Arman Rousta