Online Engagement - how to achieve results on the web
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Transcript of Online Engagement - how to achieve results on the web
Online Engagement -The changing face of the internet
Sam Saltis
CEO – bwired
Twitter: @samsaltis
Hashtag #bwiredseminar
#bwiredseminar
Our core purpose
Working and playas a team
Engaging with great ideas
Business focussed
Straight talking
is to wow the world with what can be achieved online
#bwiredseminar
“It’s about taking the right visitor through a journey of discovery to your predetermined outcomes”
#bwiredseminar
Learnings Helping build digital assets for outcomes
• Do you really know your visitor?
• Do you treat your visitor as an individual
• Are there measurable paths to your goals
• Is your focus in the right areas?
• Do you have a complete picture?
#bwiredseminar
Marketing Product/Services
Positioning
Sales campaigns Customer Programs
Design
14 years ago - explaining online engagement was simpler
#bwiredseminar
The internet was also much simple
Marketing Product/Services
Positioning
Sales campaigns Customer Programs
Design
#bwiredseminar
“OK, I have a Facebook page, I don’t understand twitter and I get hassled by recruiters on LinkedIn”
Engagement is staged in a digital ecosystem
• Multiple channels
• Audiences are disaggregated
• User generated Content
• Assets can provide compound effect
• All work together to drive business outcomes
#bwiredseminar
Sample objectives for creating an ecosystem
• Increase brand Awareness
• Connect digital assets with brand activations
• Create engagement with the target audience
• Leverage offline promotions
• Utilise various content streams, produced and user generated
• Enabling your business digital initiatives
• Establish a platform for future campaigns and activations
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Another way to look at your ecosystem is to understand the assetsOwned Assets
• Website
• Blog
• Landing Pages
• Images
Social Assets• Facebook
• Youtube
• User Generated
Communications Starters • Shareable Content
• Infographics
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Owned Assets
• Multichannel - Responsive
• Personalised – based on user preferences
• Premium Content - For Members
• Engage The Visitor
• Easily Shared
• Transactional - Registration, Competitions, Polls
• Call To Action
• Measurement And Analytics
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Engagement process funnel
• Economically viable
• Right Audience
• Establish the Purpose
• Create trust
• Value exchange at owned assets
• Learn and repeat
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“Build it and they will come or set and forget are not are not strategies for the web.”
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Operational Process Considerations
• Content• Focus on the content strategy and outcomes• Create assets that integrate across the ecosystem
• Website• Converse on social• Transact on your website
• Language• http://www.fastcocreate.com/3017868/the-10-commandments-of-content
• Case Study: bwired
• Analytics
#bwiredseminar
Summary Online Engagement
Learnings
History
Ecosystem
Planning
Operational process
Q&A