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Do You Live and Breathe Digital Communication?
The document discusses digital communication trends and provides a 7 step framework for effective digital communication. The main trends discussed include connected engagement with customers, a shift from screens to sensory interactions, building trust through influencers, people leaving social networks for closed communities, audio becoming more important in journalism, and content teams hiring more data analysts. The 7 steps include setting goals, defining stakeholder personas, mapping their journeys, creating a content plan, promoting content, nurturing leads, and measuring results. The key takeaways are to understand digital opportunities, research stakeholder journeys, and create experiences through communication efforts.
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Do You Live and Breathe Digital Communication?
- 1. Do You Liveand Breathe Digital Communication? ILIYANA STAREVA 5 MARCH 2019
- 2. ILIYANASTAREVA.COM Global Partner ProgramManager at HubSpot Author of Inbound PR @ILIYANASTAREVA ILIYANA STAREVA
- 3. 7 STEPS TODIGITAL COMMUNICATION TALKING POINTS 9 DIGITAL COMMUNICATION TRENDS WHY DIGITAL MATTERS IN COMMUNICATION
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- 7. @ILIYANASTAREVA@ILIYANASTAREVA Fear only holdsus back Silfra in Thingvellir National Park Iceland 8 January 2017
- 8. Digital is anenterprise- wide strategic priority. Communication cannot be isolated. @ILIYANASTAREVA
- 9. Everyone in the organisation playsa role @ILIYANASTAREVA
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- 11. "Change-making creates resistance.It is against the rules. Change is seen as loss. It is scary. But you have to learn not to stop yourself. You have to learn to give yourself permission to imagine a better way, to envision opportunity where others see only risk." BETH COMSTOCK - IMAGINE IT FORWARD @ILIYANASTAREVA
- 12. Why transform? 1. Growthopportunities in new markets (51%) 2. Evolving customer behaviour and preferences (46%) 3. Increasing competitive pressure (41%) 4. New standards in regulatory and compliance e.g. GDPR (38%) TOP 4 REASONS FROM ALTIMETER: @ILIYANASTAREVA
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- 14. Digital communication keyfor publishers @ILIYANASTAREVA
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- 16. AI, Big data,IoT in the top 5 of digital technology investments @ILIYANASTAREVA
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- 20. Connected Engagement There's noreason why communication should stop once the customer purchases or the employee has been hired. Mobile apps and connected devices such as the Fitbit app allow you to inform people of new features, upgrades or related devices and friend's activity. These messages are relevant and in real-life. BRANDS BEGIN TO USE CONNECTED DEVICES TO CONTINUE ENGAGING WITH CUSTOMERS POST-PURCHASE @ILIYANASTAREVA
- 21. From Screens toSenses Sensory interaction - voice, visual, gesture - is significantly different from screen interaction - it frees people to communicate in whatever style they prefer, but is more challenging to design for. It's how people naturally relate to the world. And it's how they are starting to search too - have you tried Google Images search? AI ENABLES US THE SHIFT FROM BROWSER OR APP-INTERACTIONS TO INTERACTIONS WITH OUR SENSES @ILIYANASTAREVA
- 22. Towards Trust We nolonger differentiate between real and fake news and as skeptical audiences we don't trust brands. Digital communicators need to map out trust points throughout the customer journey and work even more with influencers to create and deepen trust. That applies to internal communication too. COMMUNICATORS SHIFT FROM MANAGING TOUCH POINTS TO CREATING TRUST POINTS @ILIYANASTAREVA
- 23. People Leaving Social Peopleare beginning to leave social networks seeking to detox, because they've become conscious of how they spend their time online. They are more careful about the content they consume searching for meaningfulness more than anything. The news industry is leaving Facebook as well. CONSUMERS ARE USING MORE TOOLS FOR A DIGITAL DETOX @ILIYANASTAREVA
- 24. From Feeds toGroups Platforms will step up their battle against misinformation and disinformation but the problem shifts this year to stories, closed networks and community groups that naturally create more trust for people like WhatsApp. However, this type of closed engagement becomes harder to get into, track and control so WOM is key here. PEOPLE ARE SEEKING CLOSED COMMUNITIES AND STORIES THEY CAN TRUST @ILIYANASTAREVA
- 25. Subscriptions for News Overhalf (52%) expect this to be the MAIN revenue focus in 2019, compared with just 27% for display advertising, 8% for native advertising and 7% for donations. This is a huge change of focus for the industry according to a research by Reuters Institute and Oxford University. SUBSCRIPTION AND MEMBERSHIP IS THE KEY PRIORITY FOR THE NEWS INDUSTRY IN 2019 @ILIYANASTAREVA
- 26. Audio in Journalism Withmany publishers launching new daily news podcasts, the majority (75%) think that audio will become a more important part of their content and commercial strategies. For 78% emerging voice-activated technologies (Amazon Alexa and Google Assistant) will have a significant impact on how audiences access content over the next few years. AUDIO AND VOICE ARE BECOMING KEY FOR PUBLISHERS @ILIYANASTAREVA
- 27. Platforms to Video& TV Online video is set to be a key battleground, especially with subscription-type businesses like Apple Music, Amazon Prime, Spotify, Netflix, Facebook Watch, IGTV as ways to re-invent TV and music in a more social and interactive way for B2B, B2C and employees as stakeholders. AUDIO AND VOICE ARE BECOMING KEY FOR PUBLISHERS AND BUSINESSES @ILIYANASTAREVA
- 28. The Math isComing Content teams are starting to hire more and more data analysts who can dive deep into data and identify trends and issues around the customer, media or employee journeys and their experience with brands including communication and engagement. 2019 IS THE YEAR WHEN THE "MAD MEN" ARE STARTING TO HIRE "THE MATH MEN" @ILIYANASTAREVA
- 29. Beware the Risks PRIVACY DATAPROTECTION LEGAL REGULATIONS RESPONSIBILITY FOR USER ACTIONS AND USER DATA
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- 31. The way peoplemake decisions has changed. Consumers are empowered and their expectations have expanded. But a lot of businesses are falling behind. The inbound methodology helps teams and businesses grow better. @ILIYANASTAREVA
- 32. External Communication is not justabout Media Relations anymore @ILIYANASTAREVA
- 33. Inbound works withall media types @ILIYANASTAREVA
- 34. Inbound works withAI too @ILIYANASTAREVA
- 35. Inbound works foremployees too @ILIYANASTAREVA
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- 37. 7 Steps toDigital Communication @ILIYANASTAREVA
- 38. 1. Set YourGoals What are we trying to achieve as a business? Why? What part should digital communication play in this? Why? What return do we expect? Why? @ILIYANASTAREVA
- 39. 2. Nail Your Stakeholder Personas Whoare you really trying to engage with? For what purposes? @ILIYANASTAREVA
- 40. @ILIYANASTAREVA Buyer Persona Who areour ideal customers that are going to be interested in our content? What does a day in their life look like? How do they prefer to be reached? How do they do research when making a buying decision? What are they looking for when making buying decisions and what do they worry about? What challenges do they face when making buying decisions? Who are the journalists, bloggers, YouTubers etc. that have an interested in us? What does a day in their life look like? How do they prefer to be contacted? How do they do research when writing a story? What are they looking for when working on a story and what do they write about? What challenges do they face when working on a story? Media Persona
- 41. 3. Define Their Journey Howdo your stakeholder personas make decisions? What steps to they take? What's their experience with your brand? @ILIYANASTAREVA
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- 43. 4. Create a ContentPlan What topics work for your stakeholders? What content formats are best? What type of frequency of new content creation and publishing is required? @ILIYANASTAREVA
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- 45. 5. Promote Your Content Whatdigital communication channels do your stakeholders prefer? How often do they use them and for what purposes? How can you best engage with your stakeholders? @ILIYANASTAREVA
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- 50. 6. Nurture Your Leads Howdo you further engage with your stakeholders? How do you support their decision-making journey? How do you delight them and make them your supporters? @ILIYANASTAREVA
- 51. 7. Measure Results Did youachieve your set out in the beginning? Why yes or why no? What worked and what didn't? What can we do better next time? What can we kill? @ILIYANASTAREVA
- 52. 3 Key Takeaways 1.UNDERSTAND THE OPPORTUNITIES DIGITAL OFFERS 2. RESEARCH AND DEFINE YOUR STAKEHOLDER JOURNEYS 3. CREATE EXPERIENCES WITH YOUR DIGITAL COMMUNICATION EFFORTS @ILIYANASTAREVA
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