Presentation by Mathieu Lanssens (Managing Partner at Invisible Puppy) at Digital First 2014 (16/10/2014).

1. 7 Smart ways to optimize your digital presence

2. Mathieu Lanssens
Managing Partner
Invisible Puppy
mathieu.lanssens@invisiblepuppy.com
www.invisiblepuppy.com @MaTHla
@Invisible_Puppy
Hi, i’m Mathieu

4. It’s time to act!
7 Smart ways to optimize
your digital presence

5. 1. Know your Digital Presence

6. it’s going to hurt…

8. 2. Identify your objectives & strategy

9. Sell

10. Influence

11. Inform

12. Facilitate

13. “ If you don’t know what your objective is,
how can you expect your audience
to act in a certain way? ”

14. Where do you
want to be in
the future?
Where are
you now?

15. Identify your objectives & strategy
1. Identify your objective (sell, influence, inform, facilitate)
2. Generate your gap analyses:
› Where are you now?
› Where do you want your digital presence to be?
3. Set sub-goals and sub-objectives
4. Set up tracking to measure success

16. 3. Understand the shortcomings:
Where is your digital presence failing?

19. your tweets have no shares…
no retweets…

20. conversion is low

21. coynovueferseilolinkeiss hlo…w

23. 5 things that indicate a poorly performing
digital presence:
1. Lack of overall strategy
2. Lack of measurable objectives
3. Lack of engagement
4. No consistent story
5. Lack of analytical interpretation & follow up actions

24. 4. Correct assesment of which
resources are available to you

26. Asses which resources are available to you
processes, people, technology
1. How well do you create & publish content?
2. How do you distribute & promote discovery?
3. Who are your brand advocates? Who are your brand
employees? How do you engage with them?
4. What kind of business intelligence do you have?

27. 5. Tell stories in order to
create real engaging content

28. since the dawn of humanity

30. In the abstract, ideas are hard to communicate
“ Ideas need stories. ”

32. They help us to get intimate
…because we share an emotional bond

33. Stories create an emotional connection

34. Best storytelling ever…?

35. “ We don’t just sell blocks,
we sell possibilities.”
Lego.

36. Re-branding corporate websites

37. “ Stories can’t be about you,
they have to be about your customer ”

38. 6. Build a workflow

39. Why are sories so emotional?
What does a typical digital presence workflow look like?
1. Create content
2. Manage it
3. Deliver it
4. Engage with advocates & users
5. Monetize it (if you’re selling content) or use it to convert
visitors to customers
6. Optimize
7. Repeat

40. Pick the right tools…

41. Why are sories so emotional?
Your standard set of tools to help you create, manage and
publish your digital presence:
1. Website / Content KEEP YOUR WEBSITE DYNAMIC
2. Rich media INCLUDE VIDEO IN YOUR CONTENT
3. Mobile DELIVER ALL YOUR CONTENT TO ANY DEVICE
4. Delivery CONTENT NEEDS TO BE EVERYWHERE, FAST
5. Social engagement TRACK HOW YOUR CONTENT IS PERFORMING ACROSS SOCIAL NETWORKS
6. Optimization BUILD A DASHBOARD TELLING YOU HOW EVERYTHING IS GOING

42. 7. Focus on the long term and strive
to deliver real customer experience

43. You have only 1 chance for a first impression
› Online/Offline… there is only one customer experience
› Merge online and offline experience into 1 strategy
› Change the processes internally and involve as many people
as possible
› Pick the right tools to create, manage and deliver your
awesome digital presence

44. Conclusion

45. Recap these 7 steps again and again
1. Know your digital presence
2. Identify your objectives & strategy
3. Understand the shortcomings
4. Correct assesment of your resources
5. Tell stories in order to create engaging content
6. Build a workflow
7. Focus on the long term and strive for real customer service

46. iBlendr.com

47. Questions? www.invisiblepuppy.comor at our stand C07