7pillarsdigital.com #7pillars @blueliner a comprehensive marketing system: by: arman rousta

7pillarsdigital.com#7Pillars @blueliner

A Comprehensive Marketing System: By: Arman Rousta


“The business enterprise has two – and only two – basic functions: marketing and innovation…All the rest are costs.”

- Peter Drucker


WHAT IS THE 7 PILLARS?

The 7 Pillars of Digital Marketing is a framework – a map – for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics and techniques.


The 7 Dimensions of MarketingDimension I. Pillars

Dimension II. Modes (Modalities or Stages)

Dimension III. Levels (Skills, Expertise – Belts)

Dimension IV. Angles (4 Majors, 4 Minors)

Dimension V. Markets (Geos & Demos / Global, Local)

Dimension VI. Industries

Dimension VII. Time (Eras)


The 7 Core Principles

Principle 1. Proactive Time Management (Timebug)

Principle 2. ROI Goal Driven (Reality-based Inspiration)

Principle 3. Holistic (W7 Model, Ethics)

Principle 4. Innovation Driven (Entrepreneurial Spirit)

Principle 5. Business Intelligence Based (Scientific)

Principle 6. Organic & Agile Workflow (Resourceful)

Principle 7. Active Knowledge Sharing (Communications)


“Your Time is your Energy is your Life. Use it wisely.”

Principle 1. Time Mastery



Principle 5. BI


The 7 Pillars of Traditional (1st

Dimension)T-Pillar 1. Content

T-Pillar 2. Branding

T-Pillar 3. Advertising

T-Pillar 4. PR

T-Pillar 5. Sales (Business Development, Merchandising)

T-Pillar 6. Events

T-Pillar 7. Direct (DR, Direct Mail)


The 7 Pillars of Digital (1st

Dimension)pillar 1. Content (Copy, Video, Photography, Audio)

pillar 2. Design (UX, Web Design, Web Development)

pillar 3. Search (Organic Search – SEO, Organic CSE, Onsite Search)

pillar 4. Media (Paid Search, CPM, Affiliate, Retargeting)

pillar 5. CRM (Customer Service, Email Marketing, Contact Mgmt.)

pillar 6. Social (SMM, Online PR, Networks, Blogs, Games)

pillar 7. Mobile


1.3 bil

250 mil

1 bil550 mil

300 mil

7 billion subscriptions; 5 billion users


The 7 Marketing Personality Types

Type 1. Number Cruncher (NC)

Type 2. Information Gatherer (IG)

Type 3. Hunter (Sales)

Type 4. Farmer (Organizer)

Type 5. Idea Man or Woman (IM)

Type 6. Doer

Type 7. Visionary


The 7 Modes (2nd Dimension)

Mode 1. Brainstorming (Ideation, Research, Discovery)

Mode 2. ROI (Budgeting & Goal Setting)

Mode 3. Strategy

Mode 4. People

Mode 5. Tools (Tech & Systems)

Mode 6. Execution

Mode 7. Analytics (BI, Audit & Optimization)


The 49er Matrix (7x7) - and all of its uses


The 49er Matrix

MODE 1

MODE 2

MODE 3

MODE 4

MODE 5

MODE 6

MODE 7

Poor

Average

Effective

Not Relevant


The 7 Levels (D3) Levels Matrix (Levels

x Pillars)

Guru/Master

Expert

Senior Level

Mid Level

Junior Level

Apprentice

Beginner



Dimension 4. Angles [or Tracks]


The 7 Angles (D4) Angles Matrix (Angles

x Pillars)

Marketing

Creative

Technical

Management

Legal

Financial

Venture


The Pyramids of Knowledge


Take Home Assignment

Blueliner Marketing 21

Gather up your marketing team. Prepare to audit your company using the 7 Pillars model – as well as planning out your upcoming year’s budget.

1. If team is bigger than 7, break out into balanced teams.2. EITHER (1) Audit the company AND/OR (2) Create a New Marketing Plan with an X [TBD] budget3. Use the 7 Pillars model and 49er Matrix to present the company’s strengths & weaknesses, or vision for the Year4. Suggested: 2 Hour Breakout; 30 Minutes to present Draft

7pillarsdigital.com#7Pillars @bluelinerWelcome to World-Class, Destination Healthcare.

“The best thing about being a cardiac surgeon, is that you literally touch people’s heart” – Dr.

Devi Shetty

Purposeful Marketing

7pillarsdigital.com#7Pillars @bluelinerTweet @arousta & #7pillars for free copy of book.

7pillarsdigital.com


Social Media Overview

There is no question that patients, doctors and the entire healthcare community is embracing Social Media and associated Mobile technology quite rapidly. This infographic (right), and the ones following, tell the story.

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Welcome to World-Class, Destination Healthcare.

Deloitte has identified six unique segments that comprise the healthcare consumer market


Content Strategy: Topics


1.Inspirational – Dr. Shetty’s vision and compassion as the focal point2.Sustainability – Health City’s leadership and commitment to it3.World Class Care – Unique business model, hi-tech facility, patient experience4.Medical Tourism – Reinventing the category, gaining recognition5.Community – Health City’s commitment to Cayman Islands, coverage of local events, school visits, job postings, training6.Health Tips – Show consideration for preventative and recuperative care by posting healthcare advice [from Doctors and Nurses]7.News & Service Updates – Media Coverage, Doctor views



1.Twitter – 5+ Actions / Day: Original Tweets, ReTweets and Conversations2.Facebook – 2+ Actions / Day: Original Posts, Post Responses and Moderation3.Google Plus – 2+ Actions / Day: Original Posts, Post Responses and Moderation4.YouTube – 2+ NEW Videos / Month5.LinkedIn – 2+ Actions / Day: Original Posts, Group Participation

Content Strategy: Editorial CalendarSocial Media

Execution


Goals: Budgets, ROI & Other KPIs


Be on par with – and eventually exceed – Cleveland Clinic and Mayo Clinic, in terms of their levels of Social Media engagement and content production.

High-Level goals are outlined below – for a 12-month period –

1.Twitter – 25,000+ Followers, influencing at least 30 new patients.2.Facebook – 100,000+ Likes, influencing at least 50 new patients.3.Google Plus – 50,000+ Followers, influencing at least 20 new patients.4.YouTube – 150,000+ Channel Views, influencing at least 20 new patients.5.LinkedIn – 2,000+ Followers, influencing at least 50 new patients.


Content Samples / Proposed Actions // Topic:

Medical Tourism

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{Twitter/Reply: Advocate} To potential advocates who write about the promise of Medical Tourism (see graphic on next page for an example).

GOAL: Sue Montgomery represents one of our ideal target personas. Find, Engage with 100 “Sue Montgomery” types per month.

ENGAGE BY: - Retweeting her content - Replying to her directly – having a public conversation via Twitter (and other networks, if she participates there) - Request of her to RT Health City content to her followers, on occasion, if she doesn’t do so naturally


Recently Promoted PostWelcome to World-Class, Destination Healthcare.

7pillarsdigital.com #7pillars @blueliner a comprehensive marketing system: by: arman rousta

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