Worshop "El Negocio es Social, Nuevamente!" (The Business is Social, Again!). Training session delivered at the "Camara de Empresarios Latinos de Houston" (CELH) on 1/28/2012 Section II. Strategies of Digital Marketing http://www.ncontacto.com/el-negocio-es-social.html

1. II. Make your Business Social
Strategies of Digital Marketing
“The value of a dollar is social, as it is created by society” ‐ Ralph
Waldo Emerson

2. have a

3. BRAND CONSUMER
Consumer
Brand

5. STRATEGIC PLANNING PROCESS
Digital Strategy (Wikipedia):
In the fields of strategic management, marketing strategy and operational strategy, digital
strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits digital investments and efforts
Is the process for achieving an objective based
provide to the organization. These can range from an enterprise focus, which considers
the broader opportunities and risks that digital potentially creates (e.g., changes in the
on substantiated information.
publishing industry) and often includes customer intelligence, collaboration, new
product/market exploration, sales and service optimization, enterprise technology
architectures and processes, innovation and governance; to more marketing and
customer‐focused efforts such as web sites, mobile, eCommerce, social, site and search
engine optimization, and advertising.

6. Strategy Process
Analysis
External Environment Internal Resources
Objectives
Vision / Mission Objectives – KPI’s
Definition
Option Generation / Evaluation Option Selection
Implementation
Planning Evolution ‐ Measurement

7. Explore
S.W.O.T
Insight / Planning
Implementation & Follow up
(+ Creative Plan Inclusion)

8. Explore
• Identify business objectives
• Communication objectives
• Source of business
• Market place dynamics
• Target audience
• Media relations

9. S.W.O.T
Desired
behaviors
• Strengths
• Opportunities
• Weaknesses
• Threats

10. The Insight leads the way to strategically
select the most Influential, relevant and
engaging digital platforms to the target
audience.

11. 6 Key Decisions
The strategy definition is driven by the objectives and vision.
Strategy Definition
Option Option Option
Generation Evaluation Selection
• Decision 1: Define appropriate channels
• Decision 2: Analyze capabilities
• Decision 3: Revenue models
• Decision 4: Market place re-structuring
• Decision 5: Market and product
development
• Decision 6: Position / Differentiation

12. The 7 P’s…
We need to
redefine them!

13. Tactics and the Marketing Mix
Re‐defining the 7 P’s in an online context…

14. Planning
It’s about being SPECIFIC
Market budgets, platform
allocation, creative asset,
campaign (timing), reach
metrics, flightining patterns,
Test & Learn

15. Promotion

16. Implementation
& Follow
• Live follow up
• Metric Analytics Report
• Recommendation
• Optimization
• Post Buy

17. + Creative asset
Development and
implementation.

19. Q&A