Post on 16-Jul-2015
Translating Digital Into Social Action
Legacy Social Ventures Legislative Fellows Program- Middle East – North Africa
DR IR A K A UFMA N
Path to Digital Integration
• Digital Culture• Mindset
Values
• Marketing strategy
• Tactics
Strategy• Discussion
sample projects
Action
Beyond The Revolution
http://www.youtube.com/watch?v=3SuNx0UrnEo
WHO ARE YOU DIGITALLY ?
• Promote a cause and event --Kony 2012 short 90M views
• Promote a product Swagger Wagon 11m views
• Protest customer service Why United Breaks Guitars? - 12m views
• Disseminate information, network people - Arab Spring –countries transformed
How do U want to use Digital Media?
The Breakup
•
• http://www.youtube.com/watch?v=D3qltEtl7H8&feature=player_embedded
What are you takeaways
Why a Digital Mindset
• A Mindset is away of thinking; it is translated into action to fulfill goals.
• The adoption of a digital mindset lies at the foundation of the digital transformation.
• ( open , random, supportive to people around you) vs (Closed , selective , controlling)
Digital Mindset
• People use technologies to get things from each other, rather from government, corporations and organizations
• Relationships -the currency of exchange
• Transparency –open source
• Real time sharing
• Immediate access
• Power to publish –user generated content
• Looking for value
• Content is king – attracts and differentiates your product
• Collaboration, Integration rules
Keys to a
Digital Mindset
1. Listen to your targets clients and employees
2. Respond quickly and openly to their feedback and concerns
3. Involve with Permission, Respect & Trust
4. Engage them in conversations; develop sustainable relationships
• Translate values into consistent actions (e.g., superior customer service)
• Generate loyal Advocates , Champions of your message
What is Your Position
in the Digital Culture ?
• Digital Native
• born digital, think social,
• need to implement strategic
• Digital Immigrant
• think strategic,
• need to implement digital
• Digital Alien
• think strategic,
• need to experience digital value
• Digital Integrator
• expert command of digital
• strategic integration
Digital Integration
Core Values -The Why
+
Strategic Marketing –The What
+
Digital Technologies –The How
Core Values of the Digital Culture and their Fundamental Attributes
What is Strategy?
Think Thru Strategic Lens
“Strategy is the direction and scope of an
organization over the long-term: which achieves
advantage for the organization through its
configuration of resources within a challenging
environment, to meet the needs of markets and to
fulfill stakeholder expectations”
Lessons from
Obama Team
©2010
1. Give new media a seat at the strategy table
2. New digital tools are useless without a blueprint
3. Campaign requires consistency in messaging
4. Map digital landscape/conversations of targets
5. Include a call to offline action
6. Be ready to give up control to your communities
http://intangibles.typepad.com/theintangibles/2008/11/lessons-.html
Powerful Social Media Strategy
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more
supporters than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3 channels
Obama has 240 times more
followers than McCain
Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain 4,603 followers
http://www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-2008/
What are the steps
• Mission: Why are you in government, organization, business?
• What do you want to accomplish?
• Listen ---Gather right information
• Spot opportunities for marketing to your existing and potential clients/participants to increase exposure/loyalty and gain action
• Target: How do you define your strategic and prime prospects?
• Short term Goals: What will your team focus on for the next 12 months?
• Organizational Objective: 3 and 10 years
• Value: What worth does your message or program provide for your target?
• Strategies: How are you going to achieve your goals?
• Tactics: Choose the most effective tools to bring strategies to life
• Evaluation : What works and why – what adjustments need to made in the strategy
The Why
The WhatStrategic Branding
• Defining Value • Clarify organizational values
• Determine Value Proposition
• Designing Value • Articulate your identify
• Build Social Brand thru Digital Design
• Positioning Value• Segment Customers
• Communicating Value • Determine Image and Personality (logo)
Value Proposition
• “sum total of benefits a customer is promised to receive in return for his or her custom and the associated payment (or other value transfer).“
• “what is promised by a company's marketing and sales efforts, and then fulfilled by its delivery and customer service processes.”
The How: Integrated Digital Media Technologies
Media Budge
t
Campaign Objectives Direct Response Objectives
Objectives Objective 1
(Increase
exposure,
interactivity )
Objective 2
(Increase 15%
website
traffic)
Objective 1
(Increase
downloads)
Objective 2
(Increase 25%
purchases,
registrations )
Flyers/ brochures
YouTube -Video
Email blast
Blog
Social bookmarks
TV/radio
Infographic
Newspaper
Posters
Newsletter ( online)
Personal networks
friends, family, org.
Local businesses
WOM friends
Events
Past
participants/buyers
Partner organizations
“Power of the people is much stronger the people in power “
• http://www.youtube.com/watch?v=6RkJk0ggtgA
Digital Marketing Plan
http://www.youtube.com/watch?v=7o8uYdUaFR4
Lean Business Canvas
contact
• Ira9201@gmail.com