Digital Media & Customer Engagement Strategy. By Ned Fasullo

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1 Digital Media & Customer Engagement Strategy By Ned Fasullo

2 What is a Digital Media Ecosystem? ec o sys tem: A biological community of interacting organisms and their physical environment. Other types of ecosystems include technology ecosystems, business ecosystems, supply chain ecosystems, etc. The catalyst of your digital media ecosystem is customer engagement. In the world of marketing, there is the Digital Media Ecosystem ALL MEDIA IS NOW DIGITAL MEDIA DIGITAL MEDIA IS CONTENT SERVED THROUGH DIGITAL MEDIUMS SUCH AS APPS, THE WEB, , SOCIAL MEDIA, ETC. EVEN ON SCREEN ADVERTISING SUCH AS THEATERS AND OUTDOOR BILLBOARDS ARE NOW JUST CONTENT SERVED TO DIGITAL SCREENS. There are no more advertising or marketing plans or campaigns, only DIGITAL MEDIA PLANS.

3 What composes a typical Digital Media Ecosystem Strategy? Company Website Social Media, Blogging & RSS services Mobile Device Content services Video Content services On Screen/Radio Advertising services Print Advertising services On Screen services Digital Media Ecosystem Strategy Social Media has evolved Customer Service. Now, you are forced to engage customers directly because of the use of marketing technologies. Customer Engagement is the underlying goal to Digital Media. Customer Engagement cannot be traced to a single source but is a result of the entire system working together.

4 YOUR DIGITAL MEDIA PLAN: Who is your audience? Think donors, clients, etc. How do you need to communicate? Instantly, daily, weekly, monthly? What is your current IT infrastructure? Bandwidth, network, PC s and devices? What do you want to accomplish? More Donors? Volunteers? Clients? Sales? Make a plan and work your plan. If you don t, there is no reason to start. Current Marketing Plans Future Marketing Plans 2% 1% 1% 2% Mass WebSite Radio 10% Website 20% Mass 30% 14% 10% 20% Textcasting Social Networking Blogging Direct Mail TV 10% Direct Mail 20% Print 10% 30% 20% Print Radio TV

5 YOUR WEB SITE

6 THE SOCIAL MEDIA EXPLOSION

7 Customer Engagement Unleashes the Potential for Growth World-class organizations unleash their potential for growth by optimizing their customer relationships. Organizations that have optimized engagement have outperformed their competitors by 26% in gross margin and 85% in sales growth. Their customers buy more, spend more, return more often, and stay longer. A Gallup study revealed that customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth than the average customer. Actively disengaged customers represent a 13% discount in those same measures. In average organizations, the ratio of fully engaged customers to actively disengaged customers is 0.8:1. In world-class organizations, the engagement ratio is 8:1. When you consider the premium that fully engaged customers deliver to your organization, isn't it vitally important that you understand, develop, and sustain optimized customer relationships by leveraging your Digital Media Ecosystem?

8 The Focused Services: Where the people are! Type of Content? Where the people are? Average Per Month Web Site Content Bing, Google, Yahoo 100+ billion searches per month App Content Yelp, Yellow Pages, Road Ninja, etc. 66 million to Yelp, 80 million to YP Social Media Content Twitter, Pinterest, Google+ 100 million per month with 50 million per day logging in. Social Utility Content Facebook, LinkedIn 800 million members in Facebook / 80 million visitors per month to LinkedIn Blogging Content WordPress, Blogger, BlogSpot 500 million+ visitors per month Video Content YouTube & Vimeo 500 million+ visitors per month Broadcast Content Traditional Radio & Television Billions served Screen Content NCM Networks & CineScope 58 million per month at NCM and CineScope Print Content Business journals, trade & community magazines, Association newsletters, etc. Outdoor Content In their cars 100 million per day 1 million per month to online business journals, communities and newsletters Indoor Content Grocery, Healthcare, Arenas, Malls 500 million per day

9 What does your Digital Media Ecosystem look like? Blogs Online News Groups Your Press & News TV Print Radio Indep. News & Blogs Mass Social Media Utilities (Facebook, YouTube, LinkedIn, Twitter) Corporate Web Site Client Portal Mktg. Local User Groups Local User Groups Local User Groups

10 The Golden Rules of Digital Media Strategies are: The flow of content/information from your company through various outlets, directly affects the recipient/consumer s perception of you, their call-to-action and your resulting ROI or ROO. MESSAGE PERCEPTION CALL-TO-ACTION YOUR ROI The messaging must be cohesive and coherent at the same time. Your company website is the center of your digital media ecosystem and maintains the delicate balance of messaging and calls-to-action that impact your success. Understand that content delivery ultimately fails if it is not designed to be viewed agnostically. Understand that post-once and deploy-to-all is the new rule of messaging. Content creates both positive and negative results. You must learn how to control BOTH. CUSTOMER ENGAGEMENT SHOULD BE THE ULTIMATE GOAL OF YOUR STRATEGY

11 Ned Fasullo Says The Future of All Advertising is: 10% 20% Indoor advertising is poised to take over the fabric of all campaigns run in North America. 30% Outdoor Indoor Mobile Search We are about 10 years behind Europe and Asia in Indoor advertising technology, but farther ahead in mobile. 40% As mobile collides with Indoor and Outdoor, they will take a prevalent position in marketing and advertising. Indoor, Outdoor and Mobile are direct Customer Engagement Strategies