planning your digital presence

Planning Your Digital Presence{ }

presented by:Emily Reeves

August 23, 2012

Digital Trends

Digital Planning

Digital Measurement

@reeves501@stoneward

Digital Trends{ }


The rate at which new products, services, platforms, channels, etc. are churned out means that apart from having to spend a large part of your working week just keeping up, the new and emerging trends and strategies mean that you can never rest on your laurels.


Integration and Convergence

These used to be considered three different worlds.

Paid media such as advertising and sponsorships.

Earned media such as Facebook likes, Twitter tweets, search engine rankings, and every other review and comment that other people make about you.

Owned media such as your web site, microsites, landing pages, mobile apps, your brand's Facebook page, your YouTube channel, and so on.

But to your customers, it is all just the brand. @reeves501@stoneward

Storytelling with Images

40% of the top 100 brands are on Instagram.

Images are global, distributable and digestible.

Female-driven channels.

Quality matters: Good composition, interesting angles, worthy subjects and even a bit of humor come into play.

Facebook

Google+TumblrPinterest

Instagram Flickr


Video

•Video will make up 90% of all Internet traffic by 2015.

• 72 hours of video are uploaded to YouTube every minute.

• 200 million mobile video views are complete on YouTube each day.


Mobile

Consumers who grew up with mobile technology as part of their everyday lives.

They switch attention between media platforms 27 times an hour.

Those who first learned about mobile technology in their adult lives.

They switch attention between media platforms 17 times an hour.


Digital Natives

Digital Immigrants

Mobile

Smartphones are on a fast track to become the primary device for both creating and consuming digital content.

91% of smartphone owners say their phone is within arm’s length away most of the time.

80% of brands have not optimized their websites for mobile viewing.

88% of people view emails on their phones.

Emails optimized for mobile see a 53% increase in average CTR.


TV is Social

• 86% of web users now use a mobile device while watching TV, creating new opportunities for interactive campaigns like Shazam with advertisers like Pepsi, Gap and Starbucks jumping on board.

• 38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching.

• 23% used their phone to exchange text messages with someone else who was watching the same program in a different location.

• 22% used their phone to check whether something they heard on television was true.


TV is Social

• 20% used their phone to visit a website that was mentioned on television.

• 11% used their phone to see what other people were saying online about a program they were watching, and 11% posted their own comments online about a program they were watching using their mobile phone.

• 6% used their phone to vote for a reality show contestant.

• Taken together, 52% of all cell owners are “connected viewers”—meaning they use their phones while watching television for at least one of these reasons.


Search is Social

• 90%+ of consumers want objective information from people like them about the products and services they are interesting in purchasing.• Search engines have started integrated social search

results with our friends’ names attached to those results in an effort to make the results more relevant to each of us. • Google is integrated its Google+ member information

and posts into searches by people in the searchers’ circles. • Bing has added Facebook results to the search results

it presents when the search is signed in with Facebook. • Rumor of Facebook working on its very own search

engine and announced 8.22.12 that they would be selling sponsored search results on their site.


Frictionless Sharing

• Spotify songs shared to Facebook.

• The Washington Post Social Reader automatically shares the stories you read.

• 67% of social media users have allowed an app to post to their profile, listened to a song that was automatically shared to their profile or read an article that was automatically shared to their profile.


Sharing Patterns Changingcont.

• Sharing to selective lists. While only 40% of social media users have grouped their friends and followers into lists, the concept appeals to 62% of users.

• Discounts and giveaways will spur sharing of branded content. People are more willing to share content if there are incentives. Some 60% of social media users say they would opt to post about a product or service if they were offered a discount or deal.

• New users are more excited than seasoned users to share content, and as all users become veterans they will be less frequent sharers.


Sharing Patterns Changingcont.

• Sharing will become personal again, as it was in the early days of social networking for many of us. New apps will focus on personal achievements and actions.

• Informing friends, expressing an opinion and humor — will continue to drive us to share content. Some 88% of users update their status and 85% add photos multiple times per month.


Content is (still) King

Being present is not enough.

Be meaningful.

Add value.


Content is (still) King

• The ability of curation to add context and strengthen the reputation of both the curator and the creator has become increasingly important.

• An increasing number of marketing departments are finding content marketers to join them, with more businesses entering the publishing realm. Producing content isn’t enough. You have to make sure the right people see it, which is where seeding and collaborative sharing comes to the fore.


Crowdsourcing

• Kickstarter: crowd-funding site for start-up projects.

• Ellie Goulding called onto her Instagram fans and compiled 1200 videos into this video, a very cool way for an artist to interact with their fans through social media.

• New Orleans Saints win the Super Bowl, agency compiles fan footage of the moment and makes it into a TV commercial.


Start with User Experience

Reduce friction and optimize design for short attention spans:

• Chunk content.

• Make skimming easy.

• Use analytics to identify what works and what doesn’t.

• Polish the copy.

• Visuals.

• Think how the customer thinks.@reeves501@stoneward

Emerging Platforms

• YouTube investing $100 million in original web-only programming that will also be available on connected televisions, where YouTube is often a default “channel.”

• Branch

• Medium

• App.net


Digital Planning{ }


Stop thinking about the tools and starting thinking about the results.

Think about social media, mobile and web across paid, earned and owned media, all as a holistic digital strategy that drives desired experiences and outcomes.


What You Should Hear When Planningaccording to Fast Company

•What is your goal?

• Here is the ROI.

• I don’t care about follower counts.

• Facebook and Twitter are only a start.

• Let’s look at data.

• Your website should be social.


What You Should Consider When Planningaccording to Emily

• Digital is more than social.

• Digital doesn’t exist in a vacuum. It can be a beginning, an end and a passthrough for all other communications.

• Just because a channel/tool exists, doesn’t mean we have to use it.

• If you don’t have the inclination, resources or size to monitor each social media channel, and be present in a fairly timely and unique way, steer clear of using it.


What You Should Consider When Planningaccording to Emily, cont.

• Each channel/tool is unique; don’t execute across all exactly the same. Customize the message delivery by channel.

• Don’t call using a channel/tool a “strategy.”

• Do have a content strategy.

• Define the target audience and what we know about them before selecting a communications channel.


Mapping the Digital Message: An Example


Mapping the Message


Social Media Etiquette Lessons

Fast Co.#TheRules


Social Media Etiquette Lessons, Abbreviated

Don’t over-promote.

Don’t be lazy.

Don’t act desperate.

Don’t do it if it doesn’t feel good.

Be honest.


Digital Measurement{ }


All digital efforts can effect and influence each other. Look at them comprehensively.

Integrating social media into other efforts can show ROI. Social media should not be measured in terms of fans or followers.


Reach Engagement Conversions

Visits

Content reach

Impressions

Page views

Visit duration

New “likes”

Post activity

Click-throughs

Contest entries

Newsletter sign-ups

Coupon downloads

Video views

Any activity that indicates movement

to sale


Thank you.{ }

Emily Reeves@Reeves501

www.msadverthinker.com

@stonewardwww.stoneward.com

www.waitingfortheelevator.com

planning your digital presence

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