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5-Step Strategy to Successfully Engage and Communicate with your Audience

Learn the essential steps to develop a successful communication strategy, deliver on expectations, factor in context, create meaningful conversations, and measure performance. Presented by Kate Scott, Head of Digital Marketing at IBM Australia and New Zealand.

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5-Step Strategy to Successfully Engage and Communicate with your Audience

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  1. 5-Step Strategy to Successfully Engage and Communicate with your Audience with Kate Scott

  2. 5-Step Strategy to Successfully Engage and Communicate with your Audience Or, how to talk WITH them, not AT them… Kate Scott

  3. Today’s speaker: Kate Scott| Head of Digital Marketing at IBM Australia and New Zealand Twitter: @kesabeth Email: kate_scott_au@yahoo.com

  4. What we’ll be covering today • The steps to follow to develop a successful communication strategy • Delivering on expectations • Factoring in context • Creating conversations • Measuring performance

  5. Hygiene • Meet (or exceed) expectations • Deliver what’s expected (or better) • Deliver when expected (early can be as bad as being late) • People don’t like surprises

  6. Consumer Decision Journey – McKinsey

  7. Content • Stop interrupting what people are interested in and become what they’re interested in. — David Beebe, Marriott • Advertorials • Soap operas • Michelin Guide • Guinness World Records – sold by Guinness (Diageo) in 2001

  8. Content

  9. Content • “Great storytellers do three things better than everybody else: they know their audience, they make their stories relatable and they get their audience involved. In the digital era, an abundance of data – much of it real-time – really gives you an edge that enables you to know your audience and tell relatable and authentic stories.” From: THINK Marketinghttps://www.ibm.com/think/marketing/capturing-the-essence-of-great-storytelling/ • We want to create content that tells a story, both to the reader and back to the brand https://mumbrella.com.au/industry-needs-act-now-improve-mobile-ad-experience-394648

  10. Quartz Readership

  11. Context • Content performs at its best when relevance and timeliness come together.—Sarah Hofstetter, 360i https://contently.com/content-marketing-tips/ • Context is Queen and she wears the pants • This is where the ‘behavioural’ buzzword comes in

  12. Context - Macro

  13. Context – Micro

  14. Conversation • Listen and respond • Enjoy your two(or more)-way interaction • Buzzfeed: This Is The Best Twitter Conversation You Will Read Today

  15. The Evolution of Communication

  16. Measure • Who is your audience? • What do they care about? • What’s working? What’s not working? • Why? • Measure what’s important to your business, not what’s easy or trendy • Would you rather be precisely wrong, or approximately right?

  17. Measure

  18. Contact us: kate_scott_au@yahoo.com events@morganmckinley.com

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