Download - Daemon Digitial strategy

8/14/2019 Daemon Digitial strategy

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Daemon Digital strategy20 May 2008


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Stakeholder engagement


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Stakeholder channel management


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Daemon Digital

Insert logo


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Brand strategy

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Green ?

Professional

Services


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Digital brand alignment strategy


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Phase one - Pulse

An audit of what is being said aboutyour organisation, by whom andhow often. A Review of share ofvoice and tone of voice acrosssocial media including:

blogs

Facebook

MySpace

news services

What are the core benefits derived, or likely tobe derived from the brand. What is the pricedifferential versus a commoditised alternative?

What proportion of your target

audience are online, when, and how

often. What are their primary

motivations, where do they spend

their time online and what are theydoing blogging, twittering, buying,

browsing, booking or just gathering

information?

Effectively the core values that are seen to be

important components of the brand, which

should be evident in all brand communications.

Key facts and proof points which can support

functional or emotional reasons to engage with

the brand.

The heart and soul of a brand, best stated in

about three words or less, the essence is the

primary constant of a brand.

The personality is often described as a series

of adjectives guided by the current values and

aspirations of the organisation.


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Phase two - activation

Digital communications

techniques which are low in two

way communications but high in

organisational control, for

example, the corporate

website.


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techniques which are high

dialogue and high in

organisational control, for

example message boards.


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techniques which are low in two

way communications and also

lower in organisational control, for

example advocacy programs.


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techniques which are high in

dialogue between participants yet

lower in organisational control,

for example blogging ortwittering.


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Phase three - engagement

Internal launch program

It is paramount that any new

initiative is first launched

internally and that new media

communication tools are used in-

house before using being

employed in externalcommunications.

External launch strategy

In either hard or soft form and as

an integral part of the primary

marketing and communicationsstrategy, the external launch

strategy should reflect the

objectives and requirements

within the business case.

CommunicationsThe implementation of the proposed

communications solutions.

The ongoing management and

implementation of communications

techniques which require constant input.

BehavioursInternal and external tracking of changes in

behaviour and outcomes attributable to the

digital strategy, for example, enquiries,

traffic, view and mentions or sales revenue

through digital or traditional channels.

ReputationRegular brand tracking and evaluation pulse

checks or studies to determine impact on

and movement in brand perception.

Empirical benefit of brand equity in crisis or

issue management.


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www.daemongroup.com

www.daemon2ic.comwww.daemonspinner.com

www.daemonmra.com

www.thinkcourageously.comhttp://daemongroup.blogger.com

Daemon Group 59 cached pages9,000+ references to Daemon Group

Daemon on p4 of Google naturalsearch

Daemon 2iC on p3 G oogle naturalPR p20+ Google natural

EB p20+ Google naturalMR p20+ Google natural

Facebook, 9 people 2 groups

MySpace 1 group

YouTube 1 video 0 groups

13.7 hours online

13.3 hours watching TV

91% of households have access

76% have broadband

56% have mobile access to web

42% aged under 17 have

created content56% under 17 have a social

networking site

Core strategy

Energy

We help client have

conversations withtheir stakeholders

Case studies

thinkcourageously.com

Think Courageously

Confident, sociable,

streetwise, committed,expressive, without

boundaries andtrustworthy
http://www.daemongroup.com/http://www.daemon2ic.com/http://www.daemonspinner.com/http://www.daemonmra.com/http://www.thinkcourageously.com/http://daemongroup.blogger.com/http://daemongroup.blogger.com/http://www.thinkcourageously.com/http://www.daemonmra.com/http://www.daemonspinner.com/http://www.daemon2ic.com/http://www.daemongroup.com/


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Energy

We help client have


Case studies


Think Courageously




Websites TC

Blog

Alumni

Staff

BlogsStaff

Twitter

Files

Slides

www.daemongroup.com


www.daemonmra.com







MySpace 1 group


13.7 hours online



76% have broadband




networking site

Core strategy


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Think Courageously

File sharing

Slide sharing

Alumni

Blogs corporate & staff

Online News Release (ONR)

Podcasts

Websites TC

Blog

Alumni

Staff

BlogsStaff

Twitter

Files

Slides

Websites

Think

Courageously Blog

Alumni

Staff

BlogsStaff

Twitter

File share

Slide share

Podcasts

ONR

www.daemongroup.com


www.daemonmra.com







MySpace 1 group


13.7 hours online



76% have broadband




networking site

Core strategy

Energy

We help client have


Case studies


Think Courageously





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Internal launch program

Presentation at company meeting

Product training sessions

Website development

ONR

Podcasts and vodcasts

Online resource library

Client contact PDF

Client contact PPT


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External launch strategy

Daemon Digital web pages linked to all current sites

Letter to launch service to all clients/contacts

Launch press release to traditional media and ONR

Introductory sales material

Think Courageously web 2.oh my god!

White paper,

News release and ONR

Business breakfast seminars


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Daemon Digital products

Websites ONR

Blogs

SEOSEM/PPC

Social

networking

Podcasts Vodcasts

Twitters

File

sharing

Polls and

surveys

Squiddo


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