1. { Planning Your
Digital Presence }
presented by:
Emily Reeves
August 23, 2012

2. Digital Trends
Digital Planning
Digital Measurement
@reeves501
@stoneward

3. { Digital Trends }
@reeves501
@stoneward

4. 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.
@reeves501
@stoneward

5. 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

6. Storytelling with Images
Instagram Flickr Facebook
Pinterest Tumblr Google+
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.
@reeves501
@stoneward

7. 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.
@reeves501
@stoneward

8. Mobile
Digital Natives
Consumers who grew up with mobile technology as
part of their everyday lives.
They switch attention between media platforms
27 times an hour.
Digital Immigrants
Those who first learned about mobile technology in
their adult lives.
They switch attention between media platforms
17 times an hour.
@reeves501
@stoneward

9. 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.
@reeves501
@stoneward

10. 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.
@reeves501
@stoneward

11. 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.
@reeves501
@stoneward

12. 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.
@reeves501
@stoneward

13. 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.
@reeves501
@stoneward

14. Sharing Patterns Changing
cont.
• 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.
@reeves501
@stoneward

15. Sharing Patterns Changing
cont.
• 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.
@reeves501
@stoneward

16. Content is (still) King
Being present is not enough.
Be meaningful.
Add value.
@reeves501
@stoneward

17. 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.
@reeves501
@stoneward

18. 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.
@reeves501
@stoneward

19. 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

20. 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
@reeves501
@stoneward

21. { }
Digital Planning
@reeves501
@stoneward

22. 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.
@reeves501
@stoneward

23. What You Should Hear When Planning
according 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.
@reeves501
@stoneward

24. What You Should Consider When Planning
according 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.
@reeves501
@stoneward

25. What You Should Consider When Planning
according 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.
@reeves501
@stoneward

26. Mapping the Digital Message: An Example
@reeves501
@stoneward

27. Mapping the Digital Message: An Example
@reeves501
@stoneward

28. Mapping the Message
@reeves501
@stoneward

29. Social Media Etiquette Lessons
Fast Co.
#TheRules
@reeves501
@stoneward

30. 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.
@reeves501
@stoneward

31. { Digital Measurement }
@reeves501
@stoneward

32. 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.
@reeves501
@stoneward

33. Reach Engagement Conversions
Visits Page views Contest entries
Content reach Visit duration Newsletter sign-ups
Impressions New “likes” Coupon downloads
Post activity Video views
Click-throughs Any activity that
indicates movement
to sale
@reeves501
@stoneward

34. { Thank you. }
Emily Reeves @stoneward
@Reeves501 www.stoneward.com
www.msadverthinker.com www.waitingfortheelevator.com