Verisign Draft
-
Upload
amil-husain -
Category
Documents
-
view
215 -
download
0
Transcript of Verisign Draft
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 1/27
DIGITA
STRATE
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 2/27
WE ALL KNOW
SOCIAL MEDIAIS HUGE
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 3/27
AND EVERYONE
CLAIMS TO BE ANONLINE “EXPERT
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 4/27
SOCIAL MEDIA
IS REALLY ABOUTSTRATEGY &PROCESS
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 5/27
WE’LL SHOW YOHOW TO MAKE TBESTDECISIONS
FOR YOU
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 6/27
OUR GOALSTODAY
• Define your audience and objectives
• Put forward our digital strategy
• Layout our SocialID digital process
• Our team and capabilities
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 7/27
WE KNOW
• Your rebranding needs to be commyour audience
• Your audience spans multiple chandemographics
• Social media is an effective tool toyour brand
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 8/27
YOUR AUDIENCE
Mike, 50, CIO
demogbehaviors
online characteristics
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 9/27
OUR DIGITALSTRATEGY
Our digital strategy is built on the idea thatwe must form deeper and more meaningfulrelationships with our customers. We bringengaging and relevant content directly to
customers across the entire digital landscape,igniting conversations that inform and inspire.
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 10/27
PUT PEOPLE FIRSTDeeply get to know and understandcustomers and create dynamic social interactions based obehaviors, interest and preferred media channels.
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 11/27
UTILIZE ALL CHANNELSAssess and evolve your digital ecosystemacross paid, social and earned and owned channels increate a tailored user experience.
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 12/27
MAKE DIALOGUE CORE
Create richconversationswith audiences across the digital ecosystem in real and meaningful wa
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 13/27
USE DIGITAL STORYTELLINGCreate compelling content using digital storytelling to elevate the brand presence and fight for of attention.
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 14/27
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 15/27
MONITOR & MEASURE
Collect real-time feedbackon the quality, tone and brand value within the ongoing social conve
OUR DIGITAL
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 16/27
OUR DIGITALPLANNING
PROCESS
HOW WE
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 17/27
HOW WENAVIGATE
THE ONLINEECOSYSTEM
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 18/27
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 19/27
AUDIENCEINSIGHT
step #2
• Overview of market interactions
• Vocal advocates and adversaries
• Influencer analysis
• Related communities of interest
• Landscape analysis
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 20/27
COMMUNITY ENGAGEMENT
step #4
• Develop plans to reach target audiences
• Support existing communities with targeted programs
• Interaction through company blog/channels
• Create a community engagement model and
• Activation plan
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 21/27
CONTENTDEVELOPMENT
step #3
• Analyze digital footprint of your content
• Create a comprehensive content strategy
• Production
• Syndication
• Crowd-soured community content
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 22/27
SOCIALCAMPAIGNING
step #5
• Create custom campaigns that elevate the brand and
• Trigger word-of-mouth online events
• Derive mainstream media attention
• Ignite and inspire conversations
• Create lasting community involvement
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 23/27
ORGANIZATIONAL ALIGNMENT
step #6
• Train internal staff on social media best practices
• Build internal capacity for content development
• Develop a digital defense strategy in case of emergency
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 24/27
MEASURINGSUCCESS
step #7
• Monitor progress in real-time
• Track conversations to fully understand your brand presence
• Examine the true sentiment of online discourse
• Refine online strategy based on real metrics
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 25/27
OURCAPABILITIES
Consultation Insights Creation Development
Strategy Shift Social Pulse Social Studio Social Platforms
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 26/27
OURTEAM
colin moffettsenior, VP
digital strategy
joel daly VP
experience design
amil husainexecutive producer
lyndsey ellsenior digital
8/9/2019 Verisign Draft
http://slidepdf.com/reader/full/verisign-draft 27/27