Join @squigster to learn how to realign your digital strategy. Learn about trends shaping the digital landscape, create your own digital brief and start measuring performance the right way. AUDIO: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E

1. *Realign your digital strategy

2. Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
http:/www.brunnerworks.com
http://www.smarterfaster.com
@brunnerworks @squigster

3. 1 Digital trends
2 Create a digital strategy
3 Integrate the mix
@brunnerworks

7. digital
inform the approach

8. Paid Media

9. Brands
2007-2011
your target markets
(unknown )
Paid Media
Digital has changed our
relationship with you
PS > We trust our friends
more than we trust you.

10. Media consumption shifted online
North American Technographics benchmark study

11. We found, we shared, we converged
2001 2011

12. Technology standards got flexible (yay!)

13. People became publishers
Earned
Owned

14. PR
TV/ Radio/ Print
Advertising
Website

15. Fans
Word of mouth
Facebook Strangers
YouTube TV, Radio, Print
Twitter Online advertising
Blogs Earned Direct/ Email
Forums Paid Search
Paid In Store
Customers Owned
Brand web site
Microsite
Packaging
Blog/Facebook/Youtube
Mobile Apps
Video Games
Email

16. Fans
Word of mouth
Facebook Strangers
YouTube TV, Radio, Print
Twitter Online advertising
Blogs Earned Direct/ Email
Forums Paid Search
Paid In Store
content
Customers Owned
Brand web site
Microsite
Packaging
Blog/Facebook/Youtube
Mobile Apps
Video Games
Email

17. Content appetites evolved

18. Search engines became media companies

19. content became portable

20. content consumption became situational

21. people started to co‐view
60% of Americans spends 3.5hrs each month
simultaneously watching TV and using the internet

22. align your digital

23. Brand Strategy
Business objectives
Problem
Competition
Audience
Insight
Key message
Brand promise
Desired action
Business metrics

24. Brand Strategy Digital Strategy
Business objectives
Problem
Competition Having a vision, plan and
Audience programs to create and
Insight integrate online assets that
Key message deliver measured success
Brand promise against marketing objectives.
Desired action
Business metrics

25. Brand Strategy Digital Strategy
Business objectives Marketing objectives
Problem Role of asset in solution
Competition Competitive landscape online
Audience Audiences (4% = social currency)
Insight Digital insight
Key message Content
Brand promise Brand promise
Desired action Desired actions
Business metrics Digital KPIs/KPDs

26. Test case:
Brand.com

27. Start with measureable objectives
To raise brand awareness.
To generate trial.
To increase sales.

28. Start with measureable objectives
To raise brand awareness. (Your website can’t raise brand
awareness. Try again).
To gain trial of New Product X from
To generate trial.
13% of lapsed customers by Q4
To increase year‐over‐year web
To increase sales. sales by 1% by Q2 2013.

29. Zoom in: What’s the role of the asset?
The role of the brand site is to help
people make an informed brand
decision before they walk into the store.
The role of the brand site is to close the
sale and provide an effortless
transaction.
The role of the brand site is to get people
to sign up for the loyalty club.

30. Zoom out: What’s its role in the mix?
Audience:
Digital Insight:
CRM/EMAIL Role:
Metric:
PAID SEARCH
BRAND WEBSITE DISPLAY/
BROADBAND
ADVERTISING
ORGANIC
SEARCH
Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role:
Metric: Metric: Metric:
PHONES
FACEBOOK TWITTER YOUTUBE
TABLETS
Audience: Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role: Role:
Metric: Metric: Metric: Metric:

31. Articulate desired actions.
WEBSITE ACTIONS POINT VALUE

32. Audit the competition
MATRIX COMPONENTS
 Key messages
 Content strategy
 Look/feel
 Calls‐to‐action
 Mobile
 Search keywords
 Promotional strategy
 Email
 Social integration
 Social monitoring

33. Audit yourself

34. Bring your audience segments to life
Young portion of the market. Starting families and buying first home. It’s who
we need to cultivate. She finds style ideas online. She hosts girls’ night and her
guests always comment on here sense of style.
Also part of the younger target market; families and resources are growing.
A transition time, she is entering the next life stage — really settling down into
family life while balancing a meaningful career. She sifts through décor
magazines and websites looking for a style that reflects her personality.
Mothers with young families, second homes and a real passion for
transforming the environment. She frequently selects stores to find products
with function and style.

35. Let insight inform content strategy
HOW MARISSA SPENDS HER TIME ONLINE



CONTENT MOST RELEVANT FOR MARISSA




36. Inventory, assess, and close the content gap
Content
Content Analyze your
you’ve Got This! audience
seeks

38. Words
Words
YourBrandSite.com

39. aggregated
Social
content
Images
Words
Video Info
graphics
YourBrandSite.com

40. aggregated
Social
content
Images
Words
Video Info
graphics
YourBrandSite.com

41. Experience content in their shoes

42. Optimize for search (SEO)

44. Optimize for social (SMO)
• Make content easily shareable
• Write to get found
• Offer social sign in
• Enable social commenting
• Enable social bookmarking
• Proactively share/ syndicate content

45. Create a content calendar

46. Choose the right metrics

47. LONG & SHORT
Key Performance Indicators (Strategic Metrics)
Brand Performance Business Performance
Customer Relationship
Key Performance Drivers (Campaign Metrics)
Public Relations Media Digital Direct
Print/ Online, Social TV/Print/ Online, Mobile, Website, Email, Mobile, Postal
Electronic PR Electronic Social Media Mobile, etc. Social Direct
Advertising
47

48. strategic

50. Zoom out: what’s its role in the mix?

51. key

52. Brand Strategy Digital Strategy
Business objectives Marketing objectives
Problem Role of asset in solution
Competition Competitive landscape online
Audience Audiences (social currency?)
Insight Digital insight
Key message Content
Brand promise Brand promise
Desired action Desired actions
Business metrics Digital KPIs/KPDs

53. aggregated
Social
content
Images
Words
Video Info
graphics
YourBrandSite.com

54. Zoom out: What’s its role in the mix?
Audience:
Digital Insight:
CRM/EMAIL Role:
Metric:
PAID SEARCH
BRAND WEBSITE DISPLAY/
BROADBAND
ADVERTISING
ORGANIC
SEARCH
Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role:
Metric: Metric: Metric:
PHONES
FACEBOOK TWITTER YOUTUBE
TABLETS
Audience: Audience: Audience: Audience:
Digital Insight: Digital Insight: Digital Insight: Digital Insight:
Role: Role: Role: Role:
Metric: Metric: Metric: Metric:

55. *hope you learned something new that you can apply straightaway!

56. Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
412.995.9500
@brunnerworks @squigster