digital strategy
drag2share: Why Citibank Eliminated Its Digital Marketing Department
In a crowded conference hall filled with digital ad marketers, Citibank North American head of consumer marketing Vanessa Colella explained why it made perfect sense that one of her first orders of business was, in fact, “eliminating the digital marketing department.”
While having a group of digital specialists who “all come with incredible backgrounds, they speak in jargon, and wear blue jeans” could be comforting, Colella explained at Ad Age’s Digital Conference, that it is often a crutch.
Why? Because everyone in a company’s marketing department needs to be fluent in digital strategy. “There’s no path for you if you don’t,” she said.
So Citibank trained everyone, from those who specialized in bus shelters to TV marketing, to be digitally savvy.
Search and Social Media in Regulated Industries #SESNY
Search and Social Media in Regulated Industries – Pharmaceutical, Healthcare, Financial Services, Insurance.
http://sesconference.com/newyork/agenda-day2.php#search-social-regulated-industries
For more information and the full interview - http://www.youtube.com/watch?v=AXAh5jRVp_w
Digital Footprint Score ™
UPDATED: March 5, 2013
Digital Footprint Score 13.3 (2013, March)
Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade
Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached
Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks
UPDATED: April 5, 2012
UPDATED: March 16, 2012
The version of the score below is 12.3 (which means year 2012, month 3).
Digital Footprint Score 12.3
Site
- Hubspot overall marketing grade, indexed against others in the industry/sector
- pages per visit
- visits per unique user
Search
- keywords driving traffic
- sites referring traffic (inbound links)
- # of pages cached by Google
Social
- Kred Influence score, indexed against others in the industry/sector
- Kred Outreach score, indexed against others in the industry/sector
- Facebok Fans
Mobile
- unique mobile content or mobile version
UPDATED: April 5, 2011.
The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.
The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.
The version of the score below is 11.4 (which means year 2011, month 4).
Digital Footprint Score 11.5
Site
- pages per visit
- visits per unique user
Search
- keywords driving traffic
- sites referring traffic (inbound links)
- # of pages cached by Google
Social
- twitter followers
- unique retweeters
- unique mentions of handle
Mobile
- unique mobile content
- mobile app? (1/0)
Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).
The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.
UPDATE: March 25, 2011.
Digital Footprint Score 11.4
Site
- pages per visit
- visits per unique user
Search
- sites referring traffic (inbound links)
- keywords driving traffic
Social
- twitter followers
- unique retweeters
Mobile
- excluded in this version
Digital Footprint Score 11.4 - Fashion (Highest)
DFS Score for Fashion Brands (lowest scores)
Original Post
The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.
It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.
It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.
Source: http://en.wikipedia.org/wiki/Gross_Rating_Point
Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.
A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.
Digital Footprint Score Trademark
See also – online reputation management
Digital Strategy Courses / Digital Marketing Courses – Dr. Augustine Fou
New York University NYU – Digital Strategy: Creating Synergy in Your Marketing Program / X50.9505
http://www.scps.nyu.edu/faculty/all/f/2/12360/augustine-fou
Rutgers — Mini-MBA™: Social Media Marketing / Digital Marketing
http://www.cmd.rutgers.edu/mini-mba-social-media-marketing.html
Digital Orchestration
digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.
search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc. Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.
The ROI of Social Media is ZERO
What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”
People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.
If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement.
Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels.
read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341
paid advertising <-- $1 --> social marketing ?
if you had a dollar to spend today, where would you spend it? on paid advertising or on social marketing? why?
Paid advertising – it’s over once it’s aired
Social Marketing
1. peers telling peers – a lot more effective and trusted by modern consumers than a paid ad
2. archived conversations – when people take social actions like rate, review, comment, recommend, and share, these actions are archived for everyone to see online (valuable to future users doing research)
3. it yields a continuously increasing stream of free traffic (enhances SEO efforts)
So whatcha gonna do?
Digital Consigliere
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing
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Prototype Web Services
- drag2share – quickly share news items by drag and drop on email addresses
- LivePhotoFrame – upload and remotely manage a digital photo frame via unique URL
- MedleyTuner – create a continuous listening experience by uploading mp3s
- MusicSamplr – discover new artists and music, listen to samples
- SharedMost – what links on ANY webpage are shared most?
- Signatory – sign and date a document and verify it hasn't been altered since that exact time.
- WebTeleprompter – just what it says it is
