digital engagement strategies

© Drew Diskin© Drew Diskin

Trends and Frameworks for Interactive Success

Digital Engagement Strategies

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.

http://www.drewdiskin.com/

http://creativecommons.org/choose/www.drewdiskin.com

http://creativecommons.org/licenses/by-nc-nd/3.0/










MARKET DYNAMICSChange is already upon us

© Drew Diskin

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


DIGITAL ENGAGEMENTMaking the organizational brand interactive

© Drew Diskin

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

Source: Nielson Report 2007

78% trust the opinions and recommendations of others

© Drew Diskin

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

• DISTRIBUTION

• SOCIAL MEDIA

• USER EXPERIENCE / INFO. ARCHITECTURE

• DIDITAL / CONTENT DEVELOPMENT

• ECOMMERCE / TRANSACTIONS

Big Picture Approach Strategic Framework

Audiences Enablers

PUSH

PULL

© Drew Diskin

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 need for Audience Engagers

The trend towards: listening, responding and integrating with the existing business… Requires audience engagers ensure 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.

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)

© Drew Diskin

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

© Drew Diskin

Technical Infrastructure(upgrades and maintenance)

Social Media(Audience Engagement)

Digital (Integrated) Campaigns

Interactive Marketing

Redesigns(of current, older websites)

Migration(onto personalized marketing platforms/approaches)

Business Goals, Digital Strategyand Resource Allocation

Metrics and Measurement(of more personalized systems)

Search engine optimizationPay per click search advertisingOnline partnerships and placementOnline Ads / sponsorships

Email CRM and segmented marketingMobile product development and marketingRetention incentives for products and servicesPersonalized and desired content offerings

Digital Marketing Spectrum

• 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

Potential Customers

Internal resources

Engagement

Infrastructure

Listen

Share

Deliver

Discover

Move

Plan

DigitalSWOT

Maintain

© Drew Diskin

Marketing and Messaging Strategy Operations Integration

Digital Engagement Strategy Framework

• Guest Blogging• Social Bookmarks

Featured Content• Social Tagging• Social Networks -

(Facebook, Linked-in)

• Microblogs (Twitter)

• RSS Feeds• Facebook App• Email Marketing/

Social Media• Flickr• Ratings/Feedback

• SEO (internal and external)• UX/Information Architecture• User testing• Local Searches• Testing and rework• Design guidelines and best

practices• Metrics and Measurement

• B2C and B2B Portals• Interactive Polls/Quizzes• Online Chat (contact center)• Expert Chats/Consults• Business Request Form• Refer a Customer• Pay a Bill• Search Engine Marketing• CRM• Marketing Resource

Management• Technology/Server

Infrastructure

• RSS feeds• Google Places• Yahoo Answers• Mobile alerts • Affiliate marketing• Mobile lifestyle• Email Marketing• Banner Ads• Video • Podcasts • Distribution of organization

assets and content, etc. to external sites

USER EXPERIENCE /INFORMATIONARCHITECTURE

DISTRIBUTION SOCIAL MEDIA

ECOMMERCE / TRANSACTIONS

DIGITAL / CONTENTDEVELOPMENT• Website Production• Content Creation• User Experience• Video Production• Mobile Applications

INT

ER

NA

L P

RO

CE

SS

ES

EX

TE

RN

AL

PLA

TF

OR

MS

Business Development Objectives

Governance

Audience Needs

Engagement

INT

ER

NA

L P

LAT

FO

RM

SE

XT

ER

NA

L P

RO

CE

SS

ES

Learn more / Take action

Understand / Deliver


DISTRIBUTIONJoining others in their digital lifestyle

© Drew Diskin

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

© Drew Diskin

Different Platforms Host Our Message


SOCIAL MEDIAOnline engagement is now an expectation

© Drew Diskin

.orgSocial Media

Communication Channels

.orgExperts

EngagedAudiences

Today’s brand experience is online

• What are your experiences?

• What do you want to learn more about ?

• What are your concerns?• What are you interested

in?• What do you need ?• How can we help you?

?!

External listening, learning and then providing timely support and services are necessary for a positive brand experience online.

© Drew Diskin

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.)

News MediaMedia

Advertising

Branded Consumer

Publications

Industry Website

Organization Website

Direct Mail

Interactive Multimedia

Events and Seminars

Social MediaCommunities

and Discussions

In-person Discussions

Expert Discussions

Less influence on action Most influence on action

More brand exposure More brand experience

Influence on Perception Spectrum

© Drew Diskin

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 marketingOne way messagingNo resources or time to

commitNo interest in listening

© Drew Diskin

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.

© Drew Diskin

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.

© Drew Diskin

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.


USER EXPERIENCEThe wisdom of the crowd has spoken

© Drew Diskin

Four Dimensions on How to Approach a Usability Test

TESTFOR?

TRUST

PERCEPTION

IMPROVEMENT

FUNCTION

Conducting user experience tests can seek to expose factors that influence:TrustFunctionPerceptionImprovement

Deciding what to test for and what the next steps for organizational commitment is imperative

© Drew Diskin

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


DIGITAL CONTENT DEVELOPMENTGive them what they need, when they need it and where the want it

© Drew Diskin

Content integration maturity model

WebEffectiveness

MarketingTechnology

NicheTechnology

OperationalTechnology

•Content Strategy•Style guides•Governance•Workflow•User Experience•Personas/User Research•Iterative Design•Analytics•Information Architecture•Design •Navigation•Templates

•Google Analytics•Google Search•Crazy Egg Click Tracking•Call Center Software•CRM

•Industry Portals•Niche Apps•Vertical Software/Systems

•Tailored content and services offerings that reflectuser behavior and purchase history, intent andaccess to existing records/account•Real-time consults and care provided online•Content is delivered based on historical, preferential,behavior and psychological factors

PromotionalMarketing

Content

360 degreePage-

RelationalContent

360 degreePersonalContent

360 degreePersonalAnd

DesiredContent

TRANSACTIONAL EXPERIENCES RELATIONAL EXPERIENCES INDIVIDUALIZED EXPERIENCES

US

ER

CO

NT

RO

L

BU

SIN

ES

S C

ON

TR

OL

TIME CONTINUUMGLOBAL DISTRIBUTION ------------------------------------------------------- CUSTOM DELIVERY

AP

PLI

CA

TIO

NE

XA

MP

LES


E-COMMERCETransactional digital experiences deliver the goods

© Drew Diskin

Conversion Funnels Lead to Business• Digital marketing campaigns are strategic and measurable

• On the time continuum: awareness moves to intent which moves toward action

Un

awar

e P

ote

nti

al “

Qu

alit

y S

eeki

ng

” C

ust

om

ers

ClinicalOperations

THIRD PARTY SITE

Aw

are

Inte

rest

ed

En

gag

ed

Co

nve

rted

THIRD PARTYTOPIC PAGE

LANDING PAGE FORM COMPLETED CUSTOMER ACQUIRED

Request/RegistrationForm completed

TOPIC

FORM

Goo

gle

PP

C A

ds

Ban

ne

r ad

s

TOPIC

Keyword results

ContactCenter

Call to action

.org

.org

http://www.google.com/imgres?imgurl=http://www2.prnewswire.com/mnr/everydayhealth/40049/images/logo.png&imgrefurl=http://www2.prnewswire.com/mnr/everydayhealth/40049/&usg=__DCqXdeZPbpH-T9XNd3YEXT4O6_8=&h=150&w=300&sz=12&hl=en&start=6&zoom=1&itbs=1&tbnid=5-dnve8W2PG2vM:&tbnh=58&tbnw=116&prev=/search?q=EVERYDAY+HEALTH&hl=en&sa=X&rls=com.microsoft:en-us&biw=1096&bih=628&tbm=isch&prmd=ivnsu&ei=CYrRTc28K4PJgQeghfHFDA

© Drew Diskin

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

TOPIC

FORMGoogle PPC ads

TemplatedTopic Landing Page

Request/RegistrationForm completed

Contact Center

Potential Customer

Venue Banner ads

SA

LES

AW

AR

EN

ES

S

Call to action

BusinessOperations

.org


THANK YOU

FOR QUESTIONS AND SUGGESTIONS PLEASE FEEL WELCOME TO CONTACT ME:

Drew Diskin, [email protected]

http://www.drewdiskin.comLinkedIn

mailto:[email protected]

http://www.drewdiskin.com/

http://www.linkedin.com/in/drewdiskin

http://www.linkedin.com/in/drewdiskin