The Digital Presence Doctor Is In

This is the second in a series of webinars discussing what it takes to build and deliver an awesome digital presence. The webinar series is based upon our free book, Digital Presence for Dummies. This webinar was delivered on June, 11, 2013.

This blog post is a recap of the webinar and provides highlights of the key points. I’ve also embedded the playback of the original webinar (for those of you who’d rather watch and listen than read; hint hint: the future of content is video…more on that later).

  1. The first few slides are a recap of the first webinar. Rather than put that all in, here’s a link to it.
  2. The real presentation starts on Slide 23
  3. The goal is to get to the root of your Digital Presence
  4. Sticking with the medical analogy, we are going to break it down into its component parts
  5. Or its elements if you are a total science nerd
  6. Breaking down a Digital Presence is taking a Digital Presence Assessment.
  7. That is broken down into a few parts
  8. Step 1 is assessing the current situation
  9. Alternatively known as a “Gap Analysis”
  10. You need to assess where you are on all the critical Digital Presence challenges that we went over in the first webinar
  11. Step 2 is all about making a plan
  12. Once you have a gap analysis showing where you are now and where you want to be you need to set some objectives to close the gap
  13. Ultimately, this is your “future digital strategy”
  14. Step 3 is all about setting goals
  15. No, not soccer goals
  16. It’s like a playbook
  17. It’s your roadmap
  18. Finally, you need to measure what you are doing to fix your Digital Presence
  19. That means lots of data from all of your touchpoints and content tools
  20. Of course that can sometimes mean finger pointing as well but that’s not what this is about
  21. It’s about accountability
  22. And you should set regular progress meetings so that people are held accountable
  23. What does this whole Digital Presence Assessment produce?
  24. An idea about Digital Presence Maturity
  25. This is an “ah-ha” moment
  26. Your maturity can be gauged through Technology and Processes. On the technology side you can measure how mature you are at producing content, managing it, distributing/delivering it to your end users, engagement and experience with your content, and business intelligence about the whole system to help you do it all better. On the process side, you are really looking at how mature you are in content creation, content distribution, and data storage/analysis.
  27. Really, the Processes and Technology are like the Yin and Yang of your Digital Presence
  28. So a little recap of what we’ve learned so far: That you can use a Digital Presence Assessment to dissect what you are doing now (and how mature you are at doing it) which produces a sense of Digital Presence Maturity, and that I gave soccer some love
  29. But you aren’t at the finish line yet
  30. You need to start re-thinking the role of digital in your company. You need to “become” digital. If it’s just an after-thought you are never going to integrate a digital presence into the very DNA of your business.
  31. In other words, Digital First
  32. Because relationships are the currency in this new digital world
  33. Putting Digital First and understanding that digital is all about enabling you to form relationships will help you better navigate users up the Digital Relationship Pyramid towards intimacy.
  34. And to become good at that, you need to think outside the box. You need to think (and act) digitally.
  35. That all starts with a workflow: creating, managing, delivering, engaging, monetizing/converting, and optimizing the content that makes up your Digital Presence
  36. For most organizations, defining an efficient process, an efficient workflow, to think and act more digitally can be as complex as a Rubix Cube when what people really want is something streamlined and easy
  37. But a workflow is just the beginning because once you define the processes you have to select the tools to enable them
  38. There are 6 primary tools for any Digital Presence: website/content management, video/rich media management, mobile, delivery and performance, social engagement, and optimization
  39. Only that’s complicated too. Which tool to chose? But more so, should you select software that you install on a computer in your network or software that’s in the cloud?
  40. There are two pretty tangible benefits to software you install.
  41. First, you get more control. It’s on your server. You set access rights. You enable/disable features.
  42. Second, it’s more secure. You can put it behind your firewall, require people to jump through hoops to access it.
  43. The downside is that you are always reliant on IT. And when they have 13 million other, higher priority projects, getting changes made, new extensions installed, upgrades performed, etc. it makes it very difficult to be “marketing agile”
  44. That’s where the cloud comes in
  45. The problem with software install yourself is that you are always chasing demand: newer versions, more disk space, more bandwidth
  46. The cloud provides a number of very obvious benefits like efficiency (enabling your team to focus on the content, not the technology behind it), scalability (it grows when you do), and accessibility (anyone with a browser can access it) and, of course, no more IT bottlenecks
  47. Which can make time to market and complexity much easier to handle
  48. And when all this happens?
  49. Yup, you guessed it. People cheer. Fist bumps all around. Fireworks.
  50. The world is a happy place. Like Disneyland. No, really. What you have to realize is that you should be focusing on the experience you are delivering, not on the technology behind it.
  51. And when you do, the world is full of rainbows and unicorns and everyone, including 6-year old girls the world over, are happier.
  52. But that doesn’t mean there still aren’t challenges. Even if you select a software that makes your life easier, there are still complications to having an efficient workflow for your Digital Presence.
  53. The first of those is mobile.
  54. Everyone is interacting with your Digital Presence through those devices. All the time. Simultaneously. And if Google is right in their “Multi-screen World Study,” you need to provide an experience that spans that platform. You need to provide continuity.
  55. Of course, trying to figure that out when mobile devices are all different can seem pretty daunting. Like rocket science.
  56. The second challenge is video.
  57. Everyone is watching video. According to Cisco, it will probably account for 70% of all Internet traffic by 2017. Wow.
  58. But video is not like other content. It has special requirements. It needs a player. And different devices decode video differently. And different bandwidths can’t all show the same quality. And when you toss mobile into that…
  59. The third is context. What is context? Basically it’s the location, behavior, and history of your users impacting the content that they should see. It’s about how using a tablet on a couch is different than using one in bed. Content means personalization. It means leveraging where your user actually is when they interact with your content so that you can target them with content that is relevant.
  60. If you do that? You will attract people to you like a content magnet.
  61. This webinar gave you a lot of information about what you need to do in order to get a handle on your Digital Presence like
    1. Perform a Digital Presence Assessment
    2. Strive towards Digital Presence Maturity
    3. Start thinking digitally
    4. Build a Digital Presence Workflow
    5. Select the right tools for your workflow
    6. Pssst! Cloud is better
    7. There are some common challenges like mobile, video, and context
  62. The prognosis, though? Good. You are well informed. It’s not rocket science. It just takes diligence, commitment, planning, and conviction!
  63. Yup. More rainbows and unicorns.
  64. Of course, we wrote a free book, Digital Presence for Dummies, that you can check out. Did we mention it is free? And a quick read? And free?
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