Digital – Social, creative, & technology
On this page we explore ways that use of digital methods can really improve the engagement of your programme.
The secret to engaging with any audience is to provide a choice of communciations methods and to use the voice of the audience. Depending on the target audience the following need to be reviewed: online audience acquisition, channel conversion rates and audience development and growth. You need to not only to target and acquire your target audience but also engage and retain them. To do this effectively there needs to be a strong cross channel capability and its effectiveness needs to be measured.
Online audience acquisition
How effective is your audience acquisition and have you got the right methods and tools in place to measure it? What channels are used for acquisition and how can you attract your target customers. Where do you put your marketing and sales research efforts? Do you create white papers, blogs, slide shares, glossy’s or spend time on Twitter and LinkedIn? Which will give you a better return?
Online audience conversion and experience
What is your customers experience across your email, Twitter, Facebook, Web, Mobile, & App channels and how does it compare? What conversion rates are you getting for each channel and how to the costs compare.
It’s not just about acquiring new customers, you will want to retain existing users and develop them. What kind of digital engagement is going to work best across email, Twitter, Video, Facebook, Web, mobile & App? What fulfilment items can you use to continue engagement and which is going to work best?
To optimise engagement, how well are you leveraging your cross channel capability and how are you measuring it? How are you leveraging Web Analytics, emails services, website testing, personalisation, ad tracking and optimisation? How developed is your behavioural targeting? How well has paid search been optimised?
Having a great website is not a complete solution these days. Also, people go to specific sites less rarely unless you are an effective monopoly (Ryanair for example). Key offers and news on your website needs to be pushed to your audience for them to be engaged. Therefore, website have to be well integrated into an overall audience engagement strategy that must include social channels.
Windows 8, Chrome and Safari have the ability to install apps at browser level which could be a very user friendly way to deliver functionality. Website have content but web apps can survive as a tool by just delivering functionality.
Mobile responsive websites
More emails are read on mobile devices than desktops. So any call to action that links to a website must render well in that mobile device. Brochureware website are better delivered by mobile responsive website than by mobile apps and also they cost a small fraction of the price.
Social channels are a key way of engaging consumers and of pushing content at them. These channels need to be cross promoted and well linked. Facebook, Linkedin, Twitter, Pinterest etc can all deliver use benefits for any business.
Facebook and Linkedin offer methods of pushing adverts at audiences. Using segementation tools based on demographics you only need to pay when an eligible user clicks on your link. Lists of exising customers can be loaded in to make sure they regularly see you brand. Platform can also put together a ‘look-alike’ target contact list based on the demographics of an existing customer list.
Sponsored posts area low-key and ethical way of pushing content at your audience. The tone of voice needs to be right and the content non-intrusive and not too ‘salesy’.
Key decisions to be made is whether to build a system for a particular project or programme or to buy in an on-premise platform and host it your self or use a Software-as-a-Service tool (SaaS). Encreasing SaaS tools are being leverage, and key factors in this growth is the ability to trial these systems for free for a limited period and the ability to run pilots with relatively small numbers of audience.
Enterprise Social Networks
These are platforms that are evolutions from company intranets. Historically, intranets are internal IT systems that act as a hub for document management and corporate information. Enterprise Social Networks are different from intranets in that they work in a social way just like a company’s private Facebook platform.
- These are the types are features seen:
- A social timeline with the ability to make posts, to make comments, to ‘like’ a post or to share a post via email or otherwise
- Weekly or daily email digest which summarises all the social posts and comments so you don’t need to login to a portal. Items on the email digest can be commented on and a redirect to the social netword will be managed
- An FAQ tool and often this can be done ‘socially’ – people ask a question, similar questions pop up and anybody or a limited panel can answer the question and then it is saved for future searches
- There may be linked computer based training tools – but of an entry level nature
- A single employee can start trialing for free by using his work emailing users or an administrator can invite users
- Ability to let users in with a designated domain email addresses
- Ability to moderate – delete content users or content
- Mobile app which gives limited but appropriate access