blog.

Digital strategy is something which every company should be considering, but what is a digital strategy and how do you go about developing one?  

According to Wikipedia a digital strategy is……'the process of specifying an organisation's vision, goals, opportunities and initiatives in order to maximize the business benefits digital investments and efforts provide to the organisation.'

At Focus we have worked on a large number of digital strategies for our clients as well as our own. If we had to explain a digital strategy to a client we would say that it is the initial and ongoing development of processes that will achieve set goals and aims using digital technologies and channels.

We’ve put together our thoughts on the process involved in developing a digital strategy.

The initial thoughts that need to take place when developing a digital strategy is reviewing your current processes and procedures, digital channels currently utilised and results of these activities over a period. Of course you may not currently be undertaking any at the moment. 

Once you looked at how you’ve done things – it’s now time to look ahead. Working out a list of goals that you aim to achieve is key part to the process of developing a digital strategy. This may include some of your current business objectives.

It’s then all about understanding how to achieve these objectives, is it through SEO, social media, development of your website? Once you’ve understood what is it you want to achieve and how you’re going to do it – it’s about the process and procedures to achieve your desired objectives. Another key element to remember is measurement – you’ll want to measure your return on investment.

Once you’ve spent time implementing these ideas into practice you’ll need to continually evaluate the results and ensure you evolve your strategy over time – we here at Focus love the phrase ‘continuous improvement’. It a methodology which is extremely important in the world of digital. 

So Google's launching Chromebook, the device that connects you to the web instantly, and lets you do...not much else!

But with cloud computing that's not too much of an issue, right? Who needs all those pesky, cumbersome programmes running when, let's face it, all you really want to do is check a few emails, do a bit of facebook stalking and maybe order a new pair of shoes or three?

And even if you do want to create documents, and maybe update that spreadsheet of your finances, Google Docs lets you do it all in the Cloud with no need to save anything locally. Brilliant!

Or is it?

In the week when Facebook were outed as commissioning a smear campaign against Google regarding their Social Circle feature and the security of data online, is it such a good idea to have EVERYTHING in the cloud? And, more significantly, with Google?

Yes, it's very convenient that all you have to do to use your Chromebook is log in with your Google account, but when Chrome has all your browsing history, Google Docs have got all your data, your GMail account all your communications...well, you get the picture.

Don't get me wrong, I'm a big Google fan, but I don't think I'm alone in thinking it's all getting a bit scary!

Everybody knows the value of social networking these days, right? Any commercial organisation worth its salt will have a social media strategy in place, and be falling over themselves to implement and update it. (There's nothing sadder than a neglected Twitter feed or blog).

But how do you keep track of all your followers? How can you measure the effect - the buzz - created by all your hard efforts and updates? Simple. Addictomatic.

Branded with the strapline 'inhale the web', Addictomatic does just that. Whether for ego searches or general interest, Addictomatic 'listens' to the web, seeking out your search term, and delivers you real time results from Twitter, blog posts, YouTube and news articles. You're left with a snapshot profile of exactly what the web thinks of any given topic at any given time.

Now Addictomatic is not the only provider to offer this service. Google has recently launched its real time search, and while it is largely limited to search results returned from news sites currently, in theory it has the ability to monitor social networking sites too.

The beauty of Addictomatic is that you can personalise your page, moving, editing and deleting areas as necessary. Save it to your favourites and there you have it - a real time snapshot of what everyone on the web has to say about any given topic. With the season of Easter upon us, I searched for 'master chocolatiers' Lindt, and came up with all sorts, from recommended outlets to stories of those who'd been 'saved' by the chocolate.

Fun stuff, if a little addictive!

2009 has seen the proliferation of a whole range of words and phrases that may have left many business owners scratching their heads. It's seems like it's no longer enough to surf, to click or to blog. We're now expected to Twitter, to LinkIn and to 'poke'.

All of these strange terms are generally thrown under the umbrella of “social media”, for which (as with most things in life) lots of people offer lots of different definitions. But one of our favourites comes from Andreas Kaplan of ESCP Europe, who says:

“Social media is a group of internet based applications that build on the ideological and  technological  foundations of web 2.0, and that allow the creation and exchange of user  generated content.”

For now lets ignore the “web 2.0” side of things (as that's another story) and concentrate on that last sentence as it mentions a key aspect when thinking about social media – user generated content. Consider the old days where one of your customers may have experienced a bad ice cream from their local parlour. They may have told a friend or two, who in turn may have told a couple of their friends – but on the whole the damage to the brand may have been fairly minimal.

But times have changed. That bad ice cream could now be blogged about on a web site for the world to see. Or through a social networking site such as Facebook, where with one status update all that user's friends and contacts would know all about the ice cream based trauma. And even worse, the sight of that ice cream could be vividly captured and shown to the world on photo or video sharing sites such as Flickr and Youtube.

In general these applications – and the use of them to spread 'word of mouth' – sums up social media nicely. It's the use of these modern techniques to share opinion, thought, comments and – this is where it can get interesting for businesses – recommendations, ratings and referrals. But why should you care? Because if you're not using these applications to talk to your customers, it's a fair bet they're already using them to talk about you.

Let's get away from our negative ice cream experience and instead look at the positive way that some of the most fundamental elements of social media can be used by businesses to communicate with customers and colleagues:

• social networking sites such as Facebook. They might have a reputation for only being useful for keeping your grandmother up to date with your life (females aged 55+ is currently the biggest growth sector for Facebook usage) but Facebook now has over 300 million users and a business profile page can help some of them become “fans” of your organisation or your products. Nike currently has over 825,000 fans. Fans include links to your profile page as part of their profile, which can then spread to their friends, and their friends – you get the picture. For very little effort suddenly you've hit upon an effective 'viral' method of spreading awareness of what you're up to.
• Twitter is a popular 'micro-blogging' service that essentially allows you to climb to the top of a big hill and yell things at those who have chosen to listen. Helped by celebrities such as Stephen Fry and Jonathan Ross, Twitter usage has risen dramatically this year and will continue next year as brands truly discover how they can use this tool effectively. At Focus New Media, we have just over 310 'followers' who always get our latest news and announcements – lucky things! And Twitter also includes useful built-in tools that help you identify when your organisation is being talked about and by whom, really valuable marketing information and helping you connect with customers directly.
• founded in 2003, LinkedIn has become a leading site for online networking – acting much like a Facebook for businesses, but without the updates for grandma. LinkedIn now has over 53 million users in 200 countries and it can be used for connecting with past and present colleagues, posting projects and business opportunities, finding industry experts and according to some reports has become a crucial resource for HR departments, with 80% of US companies saying they use LinkedIn as part of their recruitment process.

That's just a very quick overview of some of the core blocks that make up this strange new world of social media. They form only a part of your organisation's digital strategy – but it's a crucial part at that, and in these times when online spend has now overtaken spend in traditional channels such as television, radio and print, it's important for you and your business to understand them and take advantage of the new opportunities they may bring.

According to a survey in the US, the average age of a Facebook user is now an ancient 33 - meaning today's youths are flocking over to have a good Twitter instead:

http://www.brandrepublic.com/News/MostRead/964910/Youth-flock-Twitter-Facebook-users-start-show-age/

An interesting article this morning from NMA about how brands are failing to connect with young people.

The research, from Youthnet, shows that young people want to interact with the brand rather than be broadcast at about it - a concept that most marketing people are struggling to come to terms with. Our own work with young people through projects such as Go Places Do Things has always been interesting and when consulting with them they've always favoured functional elements such as forums, polls and news articles that allow them to leave their comments.

The article also mentions that 39% of teenagers go to a web site on the recommendation of a friend - only 1% behing Google - indicating how effective a viral campaign could be.

Twitter was something we avoided as a company for quite a while for two main reasons: 

 1. Time and productivity can very easily get sucked away by hours of endless tweeting.

 2. No one's really interested in the minutiae of our working days (let's face it - we're not as important as this guy).

Thankfully, we finally overcame our reservations a while back and now use Twitter both as a quick way to link through to useful finds on the web and to update followers on our latest news and blog posts.  We're finding it most useful as a neat RSS feed for industry news.

Join us on Twitter.

Facebook has just been charged with a series of privacy violations by a Canadian public policy group.

Perhaps it was only a matter of time before this happened, especially after the latest BBC reportage indicated how easily a rogue program could be created to harvest personal information from the site.

Canadian officials have called for a full review of social networking rules.  In terms of web development, this appears to be an essential next step for one of the fastest-growing areas of our industry. 

Source: ComputerWorld