7 smart ways to optimize your digital presence

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    19-Jul-2015

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Je online plan?

7 Smart ways to optimize your digital presence

Mathieu LanssensManaging Partner Invisible Puppy

mathieu.lanssens@invisiblepuppy.comwww.invisiblepuppy.com

@MaTHla @Invisible_Puppy

Hi, im Mathieu

Hi welcome,Im mathieuInvisible Puppy ? We are a digital strategy & marketing agency adn we help you to unlock and 3Its time to act!

7 Smart ways to optimize your digital presence1. Know your Digital Presence1

its going to hurtbe brave!Be brave, its going to hurtJust kidding. Really, step 1 is about identifying your digital presence.What is it? What is your digital presence?Its the fingerprint of all your online activities around your brand.Your website, your facebook page, your twitter feed, blogs people have written reviewing your product or service. Its everything that says something about you digitally.And when you do it right, its clean, wonderfull and cross-platform.

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2. Identify your objectives & strategy2What do you really want? Sell? Influence? Inform? Facilitate?8

Sell

Influence

Inform

Facilitate12 If you dont know what your objective is, how can you expect your audience to act in a certain way?

Where do you want to be in the future?Where are you now?Be brave, its going to hurtJust kidding. Really, step 1 is about identifying your digital presence.What is it? What is your digital presence?Its the fingerprint of all your online activities around your brand.Your website, your facebook page, your twitter feed, blogs people have written reviewing your product or service. Its everything that says something about you digitally.And when you do it right, its clean, wonderfull and cross-platform.

14Identify your objectives & strategyIdentify your objective (sell, influence, inform, facilitate)Generate your gap analyses:Where are you now?Where do you want your digital presence to be?Set sub-goals and sub-objectivesSet up tracking to measure success

Generate gap analyses: omparison of actual performance with potential or desired performance153. Understand the shortcomings:Where is your digital presence failing?3

website traffic is down17

users are bouncing off your site18

your tweets have no sharesno retweets

conversion is low20conversion is low

you feel like sh21

But how can you tell somethingis wrong?225 things that indicate a poorly performing digital presence:Lack of overall strategyLack of measurable objectivesLack of engagementNo consistent storyLack of analytical interpretation & follow up actions

Generate gap analyses: omparison of actual performance with potential or desired performance234. Correct assesment of which resources are available to you4

What are your resources?Asses which resources are available to youHow well do you create & publish content?How do you distribute & promote discovery?Who are your brand advocates? Who are your brand employees? How do you engage with them?What kind of business intelligence do you have?

processes, people, technologyBI tools to analyze and report data265. Tell stories in order tocreate real engaging content5

Weve always told storiessince the dawn of humanity

Ideas need stories

In the abstract, ideas are hard to communicate Ideas need stories.

Stories help us to engageBy the way using images & videos capture the moment far better than words.

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They help us to get intimatebecause we share an emotional bondStories create an emotional connection

Emotional connection33

Best storytelling ever?The Best Example of Brand Storytelling Ever: The Lego Movie

the most effective 90 minute commercial for a toy weve ever seen.

Messages in the movie to wich we can all relate:

-Were only as limited as our imagination allows us to be

-Youre never too old to create magic

In fact, Lego doesnt sell blocks at all, they sell possibilities.34 We dont just sell blocks, we sell possibilities.

Lego.Stories cant be about you,They have to be about your customer

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Re-branding corporate websites Stories cant be about you,they have to be about your customer Stories cant be about you,They have to be about your customer

376. Build a workflow6Create contentManage itDeliver itEngage with advocates & usersMonetize it (if youre selling content) or use it to convert visitors to customersOptimizeRepeatWhat does a typical digital presence workflow look like?

Pick the right toolsYour standard set of tools to help you create, manage and publish your digital presence:Website / Content Keep your website dynamicRich media Include video in your contentMobile Deliver all your content to any deviceDelivery Content needs to be everywhere, fastSocial engagement Track how your content is performing across social networksOptimization Build a dashboard telling you how everything is going7. Focus on the long term and striveto deliver real customer experience7You have only 1 chance for a first impressionOnline/Offline there is only one customer experienceMerge online and offline experience into 1 strategyChange the processes internally and involve as many people as possiblePick the right tools to create, manage and deliver your awesome digital presence

ConclusionRecap these 7 steps again and againKnow your digital presenceIdentify your objectives & strategyUnderstand the shortcomings Correct assesment of your resourcesTell stories in order to create engaging contentBuild a workflowFocus on the long term and strive for real customer service

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Questions? www.invisiblepuppy.com or at our stand C07 47