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Creative. Business. Marketing. People.
Analytics
Search
Websites
Social Media
Ads
2011 Digital Planning CONFLAGRATION!
www.twitter.com/aeklund
Wednesday, November 17, 2010
Creative. Business. Marketing. People.
Analytics
Search
Websites
Social Media
Ads
How Can I Be A Total Buzzkill?
www.twitter.com/aeklund
Wednesday, November 17, 2010
Creative. Business. Marketing. People.
Analytics
Search
Websites
Social Media
Ads
How Can I Inspire Change?
www.twitter.com/aeklund
Wednesday, November 17, 2010
A Little Handraising Test
Wednesday, November 17, 2010
Wednesday, November 17, 2010
A bit about the survey.
Wednesday, November 17, 2010
Interestingly, Execs think strategies fly by the seat of their pants nearly 50% of the time
Awesome!
Wednesday, November 17, 2010
Common AgreementThat Digital Needs to be Flexible
Wednesday, November 17, 2010
Execu&ve Concerns
Is your current digital strategy giving answers to core strategic concerns?
No.
Yes.
Wednesday, November 17, 2010
Prac&&oner ConcernsOf open-‐ended responses to “single greatest barrier” to achieving success... No.
26%
74%
Executive Disconnect.
All Others.
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Is our strategy based on the consumer or our corpora&on?
Wednesday, November 17, 2010
Wednesday, November 17, 2010
What we know.
What we do.
Wednesday, November 17, 2010
# 1
Fear of Failure
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
# 2
Wai&ng to Act
Wednesday, November 17, 2010
Wednesday, November 17, 2010
# 3Love of Known Media
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Be Agnostic.
Wednesday, November 17, 2010
Whatever you do,
never fall in love.Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Challenge #1Common Language & Understanding
Is your current digital strategy giving answers to core strategic concerns?
No.
Yes.
Wednesday, November 17, 2010
Finding New Language
We use... Could use...
Followers Hand-raisers
Fans Advocates
Conversions Referrals/Sales
Tweet, Post, Text, Retweet Communicate
“Grow our followers” Build scale
Community Target Audience
Share Extend
Wednesday, November 17, 2010
My Guilty Favorite: Listening!
Wednesday, November 17, 2010
My Guilty Favorite: Listening!
Wednesday, November 17, 2010
Are You Truly Helping?
Wednesday, November 17, 2010
Are You Truly Helping?
Wednesday, November 17, 2010
Are You Truly Helping?
Wednesday, November 17, 2010
Are You Truly Helping?
It's distilling all of that data into a cohesive package and - and communicating messages around the reporting out to key players that is the struggle. We do this unevenly.”
Wednesday, November 17, 2010
Challenge #2Enlis&ng the Right People
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Who Should Sit Here?Ideally.
Wednesday, November 17, 2010
Digital Strategy
Digital Experience
How Are You Experienced?Yes. This is both a burger and a Jimi Hendrix reference.
Brand Mktg Sales CSR IT Product
Wednesday, November 17, 2010
Digital Strategy
Digital Experience
How Are You Experienced?Yes. This is both a burger and a Jimi Hendrix reference.
Brand Mktg Sales CSR IT Product
Wednesday, November 17, 2010
Ac&on Item #1
Brown bag this ques&on: What would our consumer online experience be if we all
worked together?
Wednesday, November 17, 2010
Ac&on Item #1
Wednesday, November 17, 2010
Ac&on Item #1
Document what that team would do, then ask, “What’s preven&ng us from
doing it?”
Wednesday, November 17, 2010
Ac&on Item #1
Document what that team would do, then ask, “What’s preven&ng us from
doing it?”
“Is our own inability to work together helping our customers?”
Wednesday, November 17, 2010
Ac&on Item #1
Document what that team would do, then ask, “What’s preven&ng us from
doing it?”
“Is our own inability to work together helping our customers?”
Present your findings.
Wednesday, November 17, 2010
Challenge #3Let’s Find Shared Metrics
Wednesday, November 17, 2010
Challenge #3: Use Facts
Know What You Can KnowWednesday, November 17, 2010
How Costly Are Your Connections?
Your Customers
Continuum ofConsideration
Awareness
$ Conversion
Converse
Compare
Opt-In/Follow
Learn
Wednesday, November 17, 2010
The New Funnel
Advertise
Marketing Telemarketing
Events
Marketing Influenced Transactions
Consumer Chooses to Follow
Choose to Create & Share Create & share online video
Create & share reviews
Industry Events
Advocacy
Customer Influenced Transactions
High Media Cost
Per Conversion
Low Media Cost
Per Conversion
Wednesday, November 17, 2010
Online FunnelInvestments
Top Of Funnel Traffic
Offline Marketing: BrandOnline marketing:•Display
“Anywhere” Funnel
SEO/Paid SearchEmail marketingMessaging campaigns
Bottom Funnel
Social Media Channel
Some ROI
Higher ROI
Highest ROI
Wednesday, November 17, 2010
We’re Storytellers.
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Dashboards That Tell Stories
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Build Correlations. Sometimes not perfect.
Wednesday, November 17, 2010
Assess if consumers actually care about our brand and, if so, what do they care about?
Wednesday, November 17, 2010
Challenge #4Becoming Scaled
Wednesday, November 17, 2010
Social Traffic Converts 1400% Higher Than Other Digital Channels
Wednesday, November 17, 2010
Social Scale:The x250 Rule
Facebook:643
Twi[er:1400
x 250 =
510,000 Reach Poten8al
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Build to Scale
300 Trained Agents x 250 Each = 75,000
300 Trained Agents x 100 = 30,000
x 250 = Total Goal Reach 26,250,000
Wednesday, November 17, 2010
The ROI of Scaled Advocacy
Wednesday, November 17, 2010
Wednesday, November 17, 2010
Making “Social” Connections
Impact
Commitment
Listening/RESEARCH
AssessMonitor/Observe
Learn
EngagementContent Distribution
Field InquiriesInfluence
AdvocacyConversationIntegrationConvert
Wednesday, November 17, 2010
Immensely Measurable
You
Wednesday, November 17, 2010