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

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“Online engagement is not just about tools”

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Online engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

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“It’s about taking the right visitor through a journey of discovery to your predetermined outcomes”

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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?

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Online engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

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“Why do I need a website? I have a phone, fax and yellow pages listing!”

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Marketing Product/Services

Positioning

Sales campaigns Customer Programs

Design

14 years ago - explaining online engagement was simpler

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The internet was also much simple

Marketing Product/Services

Positioning

Sales campaigns Customer Programs

Design

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“Your website used to be a brochure, with a directory listing on search engines”

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Online engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

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“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

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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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Example of a typical Ecosystem

Devices

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“Important to match your language with the right target market.”

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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

• Twitter

• 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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Online Engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

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Stages of Planning

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Putting the planning and the ecosystemtogether

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Online Engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

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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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“The Onion”

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Three sample user cases

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Persona 1 - Dennis Brand-Loyal

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Persona 2 – Julie Mclean

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Persona 3 – Jonny Engageme

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“ Your Digital strategy should lead creative, not the other way around.”

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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

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Decisions are made through understanding your analytics

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Summary Online Engagement

Learnings

History

Ecosystem

Planning

Operational process

Q&A

#bwiredseminar

Questions?

Sam Saltis

CEO – bwired

Twitter: @samsaltis

presentation: www.bwired.com.au/presentations