Case study about digital transformation of Diario Negocio (spanish newspaper), using digital strategy, social media integration, content marketing and drupal as the CMS.

1.
Diario
Negocio
Digital
Strategy
Study
Case
www.carloselopez.com

2. Carlose
Lopez
• Working
with
clients
defining,
planning
and
execu=ng
marke=ng
&
digital
strategies
• Vast
experience
in
marke=ng,
digital
transforma=on
&
change
management
Carlose
Lopez
www.carloselopez.com

3. Descrip4on
• Diario
Negocio
is
a
business
&
economy
newspaper
in
Spain
• Problems:
– Sta=c
website
(PDF
uploaded)
– No
digital
strategy
– No
digital
revenue
– No
social
media
presence
– No
digital
structure
/
integra=on
Carlose
Lopez
www.carloselopez.com

4. Strategy
Defini4on
• Workshops
with
the
top
management:
1. Define
mission
&
vision
2. Scan
environment
(SWOT)
3. Set
priori=es
4. Set
objec=ves
5. Create
strategy
6. Define
opera=onal
plans
7. Develop
&
manage
project
plans
Carlose
Lopez
www.carloselopez.com

5. Strategy:
Workshop
Results
Objec4ves:
news
portal,
Priority:
new
CMS
and
social
media
presence,
look
&
feel
digital
revenue
by
Q2
2010
Strategy:
To
make
everyone
at
Diario
Negocio
part
of
the
new
project
/
Internal
Communica=on
Management:
discovery,
Plan:
Zed
PM
leader,
defini=on,
design,
development
/
design
(3rd
development,
party),
450K,
6
months
deployment,
support
Carlose
Lopez
www.carloselopez.com

6. Strategy
Implementa4on
1. Align
digital
/
SM
/
marke=ng
strategy
with
business
goals
2. Segmenta=on
and
crea=on
of
“buyer
personas”
3. Content
Marke=ng
strategy
4. Planning
/
publishing
calendar
5. KPI’s
and
Metrics
6. Con=nuous
op=misa=on
7. Risk
analysis
and
con=ngency
plan
Carlose
Lopez
www.carloselopez.com

7. Content
Marke4ng
&
Social
Media
Buyer
Personas:
iden=fy,
interview,
profile
crea=on
Content
Marke4ng:
crea=on
or
sharing
content
for
the
purpose
of
engaging
current
and
poten=al
consumer
bases
/
SEO
Data
Marke4ng:
use
of
addressable
marke=ng
media
channels
to
s=mulate
demand
Carlose
Lopez
www.carloselopez.com

8. Internal
Key
Elements
1. Social
Media
Guideline:
specific
set
of
policies:
no
sexual
harassment
/
content,
can’t
disclose
company
secrets,
can’t
speak
ill
about
the
compe==on,
be
transparent
2. Training
Programme
focusing
on
the
new
CMS,
latest
digital
technologies
and
social
media
3. Re-­‐u=lise
the
best
of
the
newspaper
and
create
digital
transforma=on
(HR,
Marke=ng,
Publishing,
Adver=sing)
Carlose
Lopez
www.carloselopez.com

9. Top
Challenges
1. Recognise
social
media
as
a
game
changer
2. Customer
experience
must
be
seamless
across
different
channels
3. Think
like
your
customer
4. Digital
/
Marke=ng
/
Social
media
strategy
is
part
of
the
business
strategy
and
not
separate
5. Customers
believe
on
what
other
customers
say
about
the
brand
6. Work
with
editors
in
order
to
avoid
fric=ons
about
laid
offs
(digital
as
opportunity)
Carlose
Lopez
www.carloselopez.com

10. Results
• Powerful
news
portal
(Drupal),
SEM,
Social
Media
integra=on,
digital
revenue,
New
readers
/
registered
users
Carlose
Lopez
www.carloselopez.com

11. Carlose
Lopez
www.carloselopez.com
Ideas
about
strategy,
digital,
marke=ng,
branding,
communica=on
and
e-­‐commerce