Today, a digital strategy is essential to brand relevance. Consumer adoption of digital is changing norms in communication, commerce, personal relationships—you name it. These changes create new risks and opportunities for brands to maintain and grow relationships with their customers across a growing myriad of devices and platforms. They also necessitate the need for digital strategy to be a team sport, in support of the shared customer journey. Digital silos by platform (mobile, social, web, IoT) or department aren’t sustainable in a world where connected consumers will follow their own path and switch between devices and digital tools that best suit the circumstances of their hectic day.
While much has been written about the digital transformation of business, we’ve seen little practical guidance on how to actually create strategy. To do that, we interviewed leading brand digital strategists and vendors to uncover the commonalities and divergent paths they take. We’ve taken a pragmatic approach to digital strategy by defining seven phases of work and the key activities and questions strategy must address in each of them. In our view, the best strategy answers the right questions. So this report—in the spirit of pragmatism—lists questions every holistic, brand-wide strategy should answer, along with insights from the strategists who generously shared their perspective.
Upcoming speaking engagements for Ed Terpening.
Ed Terpening examines the odds of Microsoft successfully integrating LinkedIn.
The most valuable social media activity usually can’t be seen or tracked. Here’s how your brand can deal with it.
Chatbots announced at today’s Facebook developer conference, F8.
New survey results from Altimeter show the powerful effect of employee advocacy, and how companies can use it to drive business results.
Key findings from our upcoming research on Employee Advocacy.
Ed Terpening takes a look at how employee advocacy could be the next way to promote organic content without paying for reach on Facebook.
Ed Terpening takes a look at the factors that influence the success employee advocacy programs.
Employee advocacy of your brand coupled with divisive political expression can harm both your brand and employee influence in social networks.
What every company needs to consider before organizing for social business.
Key findings from Altimeter’s latest benchmark study on social business
Altimeter’s latest benchmark study on how companies are using social media to further their business results.
Does Facebook’s restriction on its huge data sets serve the public interest?
We match up Hillary Clinton’s actions against our social business governance framework.
We evaluated the US Congress according to our social governance framework, and the results weren’t great.
Charlene Li and I are pleased to offer you Altimeter’s latest research report focused on Social Business Governance.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.
I’ve taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics.
SXSW Interactive—or what I like to call it, “Geek Mardi Gras”—is over, and the dust is settling.