Digital Engagement Strategies

1. Digital Engagement Strategies Trends and Frameworks for Interactive Success Drew Diskin, MS www.drewdiskin.com Digital Engagement Strategies: Trends and Frameworks for Interactive Success by Drew Diskin is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.Based on a work at www.drewdiskin.com.Permissions beyond the scope of this license may be available at www.drewdiskin.com.

2. Market Dynamics Change is already upon us

3. Today People Connect Digitally …because it: is portable. keeps people in touch. provides choice. gives support. extends care. builds a business. defines a brand. what consumers expect. how people live. 80% of internet users gather health information online Source: PewInternet.org

4. Digital Engagement Making the organizational brand interactive

5. Digital Engagement Strategy Objectives Connect the brand wherever audiences need us online Be relevant and helpful with the content we provide Allow users to learn more and take action Provide progressive digital resources that support the lifestyle of health and wellness Invest in the infrastructure and resources to deliver effectively Extend the reputation by enhancing it with trust 14% of people trust ads 78% trust the opinions and recommendations of others Source: Nielson Report 2007

6. Taking on the Business of Digital Business Old: Communicating to customers = one to many New: People connect around a brand = many to many AND one to one Big Picture Approach Strategic Framework PUSH <ul><li> DISTRIBUTION

7. SOCIAL MEDIA

8. USER EXPERIENCE / INFO. ARCHITECTURE

9. DIDITAL / CONTENT DEVELOPMENT

10. ECOMMERCE / TRANSACTIONS</li></ul>PULL Audiences Enablers

11. Traditional Organizational Web Structure Director Account Managers Social Media/Online Marketing Manager UX/Information Architects Web Developers, Designers and Production Coordinators IT/Vendor Partners The trend towards: listening, responding and integrating with the existing business… Requires audience engagersensure that the message is received, delivered internally, and communicates back to the customer regardless of where they ask for help. THE BRAND EXPERIENCE HAPPENS WITH THEM… NOT WITH AN ADVERTISEMENT. The need forAudience Engagers In addition to the above… Digital Engagement Strategist Video and Content Producers Web Content Coordinators/Editors Digital Business Analysts Ecommerce Manager/team (even for service industries)

12. Shaping the new digital organization Content development will focus on the message and how it will be leveraged across multiple platforms (internal and external) to maximize audience engagement User experience and metrics will drive best practice approaches to development Time to market and integrated campaigns will be more important than quantity and unfocused activities Web development is focused on improving and leveraging the CMS (from management, publishing and distribution of content for multiple platforms to delivering highly personalized and desired content) to CRM Mobile development will be essential to geo-locational, relational and transactional brand experiences CRM campaigns and content creation will be closely aligned—with video integrated throughout B2C and B2B portals will be at the heart of relational messaging with engagement, loyalty and retention as key metrics Cross-departmental collaboration and shared digital platforms will eliminate silos and wasted resources

13. Digital Marketing Spectrum Potential Customers Engagement Social Media(Audience Engagement) Listen Share Deliver Discover Move Plan Digital SWOT Maintain To achieve business goals, many internal business processes are required Digital engagement is about the operation as much as it is about the promotion There are models to follow—as this is a evidence-based way of doing digital business Having the right resources for collaboration and synergy is key Digital (Integrated) Campaigns Interactive Marketing Search engine optimization Pay per click search advertising Online partnerships and placement Online Ads / sponsorships Email CRM and segmented marketingMobile product development and marketing Retention incentives for products and services Personalized and desired content offerings Redesigns(of current,older websites) Migration (onto personalized marketing platforms/approaches) Business Goals, Digital Strategyand Resource Allocation Metrics and Measurement (of more personalized systems) Technical Infrastructure (upgrades and maintenance) Internal resources Infrastructure

14. DISTRIBUTION SOCIAL MEDIA DIGITAL/CONTENTDEVELOPMENT USER EXPERIENCE / INFORMATION ARCHITECTURE ECOMMERCE / TRANSACTIONS Digital Engagement Strategy Framework <ul><li>RSS feeds

15. Google Places

16. Yahoo Answers

17. Mobile alerts

18. Affiliate marketing

19. Mobile lifestyle

20. Email Marketing

21. Banner Ads

22. Video

23. Podcasts

24. Distribution of organization assets and content, etc. to external sites</li></ul>Audience Needs <ul><li>Guest Blogging

25. Social BookmarksFeatured Content

26. Social Tagging

27. Social Networks - (Facebook, Linked-in)

28. Microblogs (Twitter)

29. RSS Feeds

30. Facebook App

31. Email Marketing/ Social Media

32. Flickr

33. Ratings/Feedback</li></ul>EXTERNAL PLATFORMS EXTERNAL PROCESSES Engagement Learn more / Take action <ul><li>Website Production

34. Content Creation

35. User Experience

36. Video Production

37. Mobile Applications</li></ul>Marketing and Messaging Strategy Operations Integration <ul><li>B2C and B2B Portals

38. Interactive Polls/Quizzes

39. Online Chat (contact center)

40. Expert Chats/Consults

41. Business Request Form

42. Refer a Customer

43. Pay a Bill

44. Search Engine Marketing

45. CRM

46. Marketing Resource Management

47. Technology/Server Infrastructure</li></ul>Understand / Deliver <ul><li>SEO (internal and external)

48. UX/Information Architecture

49. User testing

50. Local Searches

51. Testing and rework

52. Design guidelines and best practices

53. Metrics and Measurement</li></ul>INTERNAL PLATFORMS INTERNAL PROCESSES Governance Business DevelopmentObjectives

54. Distribution Joining others in their digital lifestyle

55. Be where “they” are and participate in their experience Taking the brand message to people where they live online is key to engagement Content that’s relevant, timely, valuable and most importantly—visible, is still critical. Having a solid company site is expected—if users are still interested in learning more or taking action

56. Different Platforms Host Our Message

57. Social Media Online engagement is now an expectation

58. Today’s brand experience is online ! ? <ul><li> What are your experiences?

59. What do you want to learn more about ?

60. What are your concerns?

61. What are you interested in?

62. What do you need ?

63. How can we help you?</li></ul>External listening, learning and then providing timely support and services are necessary for a positive brand experience online.

64. Social Media’s influence on perception The Influence on Perception Spectrum shows that those listening, commenting and responding in the social media realm are more likely to take action then when and organization pushes messages toward them through traditional media. Notice how the social conversation fits within mass and micro messaging (less influence on action to most influence on action, and more brand exposure to more brand experience, respectively.) Influence on Perception Spectrum Most influence on action Less influence on action More brand experience More brand exposure

65. Reasons for social media engagement CUSTOMER SERVICE COMMUNITY OUTREACH EDUCATE PUBLIC RELATIONS CRISIS COMMUNICATIONS RECRUITMENT BRAND MONITORING SERVICE RECOVERY QUALITY IMPROVEMENT EMPLOYEE COLLABORATION Reason’s not to engage in social media Direct sales (only) Push marketing One way messaging No resources or time to commit No interest in listening

66. The simple truth: Trust is our online currency Social media won’t necessarily increase business volumes directly. Social media will not replace traditional media or other online tools. Social media is viral; it’s in the hands of the consumer. It will increase consumer’s perceptions of our organization by providing a two-way exchange of conversation, transparency, and integrity. Our credibility in a social media world will come from sharing--versus just stating our expertise. Being a part of the conversation, versus being apart from it, will provide the opportunity to engage with people and embrace their concerns, questions and perceptions. Listening and responding to social media is becoming a customer expectation.

67. Reason’s for social media engagement 100% of the message control is impossible in today’s world Trust is shifting towards consumers’ peers We need to improve the quality of the healthcare information on the Internet to remain credible by the consumer Transparency and less control over the message = greater credibility. We may accurately convey a message to our audience; however, the message will be discussed online. It’s the discussions among friends and peers that will provide the credibility.

68. Addressing social media in practice Know our audience. Not just for us to speak to—but to listen to and learn from. Maintain the site. Maintaining and moderating the site regularly by subject matter experts builds credibility. Subject matter experts are viewed as having a higher credibility than a ghostwriter or someone in administration. The maintenance of the site is critical to an engagement strategy’s success. Dedicated staff and resource allocation is a requirement. Look toward success. By developing clear goals and measuring realistic metrics based off those goals, we will determine our online success. Being a part of the conversation is the first step. Give it time. Social media sites are ongoing investments that are relational by nature—versus transactional. Build long-term relationships with people through the course of everyday versus a single encounter. Experiment with incremental improvements. We need to be willing to take risks and experiment. The Web is organic by nature. Nothing is finished; everything evolves. Maintain a Code of Ethics. Our integrity online must match our high level of medical ethics. A link to our guidelines for social media would be made available online, and be referenced in both our Web and employee policies. Create an internal response protocol. Ensure communication/triage reflects the way service recovery typically works.

69. User Experience The wisdom of the crowd has spoken

70. Four Dimensions on How to Approach a Usability Test Conducting user experience tests can seek to expose factors that influence: Trust Function Perception Improvement Deciding what to test for and what the next steps for organizational commitment is imperative

71. Guiding principles for online engagement Build relationships with people and their lifestyles Create, monitor and maintain awareness and sentiment with the masses Allow individuals to interact with us prior to and post care Provide information that is valuable and timely Allow users to take action relative to where they are Make content easy to access, understand and share Join the conversation—not just announce it Engagement is a goal and interaction is a measurement Listening, responding and serving build credibility Online experiences represent the brand’s digital persona Responses operationalized is critical to serving well and building trust Internal policies, guides and resources are as good as the users who exemplify them

72. Digital Content Development Give them what they need, when they need it and where the want it

73. Content integration maturity model TIME CONTINUUM GLOBAL DISTRIBUTION ------------------------------------------------------- CUSTOM DELIVERY 360 degree Page-Relational Content 360 degree Personal Content 360 degree Personal AndDesired Content Promotional Marketing Content BUSINESS CONTROL Web Effectiveness Marketing Technology Niche Technology Operational Technology USER CONTROL TRANSACTIONAL EXPERIENCES RELATIONAL EXPERIENCES INDIVIDUALIZED EXPERIENCES <ul><li>Content Strategy

74. Style guides

75. Governance

76. Workflow

77. User Experience

78. Personas/User Research

79. Iterative Design

80. Analytics

81. Information Architecture

82. Design

83. Navigation

84. Templates

85. Google Analytics

86. Google Search

87. Crazy Egg Click Tracking

88. Call Center Software

89. CRM

90. IndustryPortals

91. Niche Apps

92. Vertical Software/Systems

93. Tailored content and services offerings that reflectuser behavior and purchase history, intent andaccess toexisting records/account

94. Real-time consults and care provided online

95. Content is delivered based on historical, preferential,behavior and psychological factors</li></ul>APPLICATION EXAMPLES

97. E-commerce Transactional digital experiences deliver the goods

98. Conversion Funnels Lead to Business Digital marketing campaigns are strategic and measurable On the time continuum: awareness moves to intent which moves toward action .org Unaware Potential “Quality Seeking” Customers Converted Aware Interested Engaged Contact Center Keyword results TOPIC Google PPC Ads FORM Clinical Operations Request/Registration Form completed Call to action .org TOPIC Banner ads CUSTOMER ACQUIRED FORM COMPLETED THIRD PARTY SITE LANDING PAGE THIRD PARTYTOPIC PAGE

99. Online Marketing Campaigns Building business online is local , timely and relevant Pay Per Click and Banner ad campaigns with landing pages Direct calls to action Keyword (action) or topic (awareness) driven Metrics for success are determined ahead of time Tie-in with the marketing strategy, Contact Center and operations Contact Center Call to action SALES .org TOPIC Google PPC ads FORM Business Operations Potential Customer Templated Topic Landing Page AWARENESS Request/Registration Form completed Venue Banner ads

100. Thank youFor questions and suggestions please feel welcome to contact me: Drew Diskin, MS drew@drewdiskin.com http://www.drewdiskin.com LinkedIn