A deck I put together to present to member-based partners, building on a short content piece from the Member Experience Network. Stats are relevant for 2019.

1. SUCCESSFUL
DIGITAL MEDIA
IN 2019

2. Digital Media in 2019
What it is
How it’s different now
Why you need it
How much you should be spending
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3. WHAT IS DIGITAL MEDIA
Digital Media is comprised of dozens of media types, delivery channels, and consumption
devices, which together create thousands of combinations for reaching your audience.
Pictures / GIFs
Videos
Memes
Blogs
Articles
Podcasts
Infographics
Webinars
Games
Comments/Reviews
QR Codes 3
Types Channels Devices
Social Media
Websites
Emails
Microsites
Display Advertising
Newsletters
Chatbots
Voice Search
Influencers
Apps
SMS
Phones
Computers
Tablets
Wearables
Smart Speakers
Smart Screens
Game Consoles
Vehicles

4. WHAT’S DIFFERENT IN 2019
Social Platform Usage (12+)
4
The shifting digital media landscape is evident when looking at which social
media platforms are most used, and which are most preferred.
https://www.edisonresearch.com/infinite-dial-2019/ - Edison Research Infinite Dial March 2019
All data US only for respondents 12+
0
10
20
30
40
50
60
70
80
90
100
2017 2019
Facebook Instagram Pinterest Snapchat Twitter
0
10
20
30
40
50
60
70
80
90
100
2017 2019
Facebook Instagram Pinterest Snapchat Twitter
Most Preferred Platform (12-34yo)

5. WHAT’S DIFFERENT IN 2019
5
The shifting digital media landscape is evident in changes to who and how much
audiences are utilizing smart speakers.
https://www.edisonresearch.com/infinite-dial-2019/ - Edison Research Infinite Dial March 2019
https://www.cmo.com/features/articles/2018/9/7/adobe-2018-consumer-voice-survey.html - Adobe Analytics
Smart Speaker Adoption
• Ownership at 23%, up
from 7% two years ago
• Most owned speakers
• Alexa 16%
• Google 7%
• Number of speakers in
the household
• One: 48% (-19%)
• Two 28% (+6%)
• Three+ 24% (+13%)
All data US only for respondents 12+
Million
Users
23% Ownership is
Representative of 70%
64%
53%
46%
46%
36%
31%
30%
30%
27%
20%
0% 20% 40% 60% 80%100%
Music
Weather
Questions
Alarms/Reminders
News
Making Calls
Smart Home
Sports Scores
Shopping
Traffic
Games
Smart Speaker Users Smart Speaker Usage

6. WHAT’S DIFFERENT IN 2019
Podcast Usage
• 51% of people report listening to a
podcast monthly, first time that it’s been
above 50%
• Monthly Listeners up to 32% of
Population, 90 Million
• Weekly Listeners up to 22% (62 Million)
• Average 7 podcasts per week
• Largest portion of growth due to 12-24
accessing through Spotify
6
The shifting digital media landscape is evident in changes to who and how much
audiences are utilizing podcasts.
https://www.edisonresearch.com/infinite-dial-2019/ - Edison Research Infinite Dial March 2019
All data US only for respondents 12+
27
31
12
40 39
17
0
5
10
15
20
25
30
35
40
45
12-24yo 25-54yo 55+
Monthly Listeners
(32% of Population, 90MM Users)
2015 2019

7. WHAT’S DIFFERENT IN 2019
7
The newest trends in Digital Media are varied, but you’ve probably heard about most of
them already – even if you aren’t using them yet.
Omnichannel AI / Machine Learning Voice Search Personal Marketing
Video Marketing Influencer Marketing Image Search
https://www.convinceandconvert.com/digital-marketing/digital-marketing-trends-2019/ - Digital Trends (C&C)

8. IT SHOULD BE IN YOUR MIX
Digital Media Enables
8
Nearly every consumer activity has shifted to the digital environment. Few organizations
have the ability to be successful “off the grid”.
https://sproutsocial.com/insights/social-media-statistics/ - Social Media Statistics (Sprout Social)
Proof in the percentages
• 37% of users find purchase
inspiration through social
media
• 50% of consumers say that
seeing user-generated
content increases their
chance of buying products
• Social Media is the most
relevant advertising channel
for 50% of Gen Z and 42% of
Millennials
• Efficient Personalization
• Broad and Deep Reach
• Two-way Communication
• Measurement of Every Touch
“Hi Bob!” “Hi Sally!” “Hi Felisia!” “Hi Juan!”
Hi ‘ello HI! Hola!

9. HOW MUCH ARE OTHERS SPENDING
• Marketing budgets continue to grow, but
slowed to 5% in 2019
• Marketing spend on Brand and CRM are both
at 11%
• Social Media represents 11.4% of marketing
budget
• Expected to grow to 19.7% in 5 years
• Spending on Mobile has increased to 11.2%
from 3.7% in 2017
9
CMOs reported using digital media to achieve a number of goals, with the top being
Driving Growth. To do that, digital media growth drivers are leveraged across the funnel.
https://cmosurvey.org/results/ - CMO Survey February 2019
Increase Website Traffic
Stand Out From Competitors
Acquire Members
Increase Revenue
Improve Brand Awareness
Growth Driver Marketing Funnel

10. MAKING IT WORK
Part I – Consistent, Persistent, Authentic
Part II – PESO
Part III – Personalized and Personalized
Part IV – Content Planning
Part V - Measuring
10

11. HOW TO MAKE IT WORK
1 Be Consistent/Persistent/Authentic
2 Utilize Varied Distribution (PESO)
3 Personalize and Humanize Your Content
4 Create Plan to Document What You’re Doing
5 Measure Success and Iterate Accordingly
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Regardless what media you’re creating, what channels you share it to, and what devices
your audience is using, you can ensure success using these tips from the Network.

12. EFFECTIVE USE – PART 1
• Consistent – Branding, Voice, and Timing
• Persistent – Frequency and Recency
• Authentic – Human, Personal, and True to Your Mission
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Be Consistent, Persistent, Authentic
Pavlovian Response

13. EFFECTIVE USE – PART 2
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Used Varied Distribution Across PESO – Be Multichannel
https://spinsucks.com/communication/peso-model-breakdown/ - What is PESO (SpinSucks)
PESO is only in that order for
branding purposes. By order of
importance, owned is #1.
• Owned – You own the infrastructure
that affords access to your
audience (Email/Events/Sites)
• Earned – You don’t pay for access
to others infrastructure/audience
• Shared – You can build an
audience, but don’t own the
infrastructure
• Paid – Paying to access other’s
infrastructure/audience
(Advertising)

14. EFFECTIVE USE – PART 3
• Personalize – Make each piece of content
relevant for the individual that will see it, at
the time they will see it. To the extent you
can customize the journey, make it about the
user.
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Personalize & Humanize
• Humanize – Be emotive in your content.
Creativity without emotion is inauthentic,
and impersonal. Get excited. Be
humorous. Don’t’ sound like a business full
of jargon. Admit mistakes.
https://www.vidyard.com/marketing/personalized-video/ - Personalized Marketing (VidYard)
https://blog.hubspot.com/blog/tabid/6307/bid/33525/12-simple-ways-marketers-can-humanize-their-brand.aspx

15. EFFECTIVE USE – PART 4
Content Strategy
Solves for Consistency and Authenticity
• Why are we creating content? (Goal Definition / KPIs)
• Who am I creating for? (Persona Development)
• What problem am I solving? (Content Mapping)
• Why you can trust me? (Differentiation, Proof Points)
• What content formats I’ll use? (Content Audit, Capability
Audit, Content Management System)
• What channels work for those content formats?
(PESO Alignment, Platform Strategy)
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Document Your Plan, Then Work Backwards
https://blog.hubspot.com/marketing/content-marketing-plan - Develop a CMS Start to Finish (Hubspot)
https://contentmarketinginstitute.com/developing-a-strategy/ - Developing a CMS (CMI)
Editorial Calendar
Solves for Persistency
• List of content that needs
produced, format/
channel/etc.
• Owners of content
production
• Dates for creation and
publication
• Content specific CTAs
“5 By” Awareness Interest Desire Action Satisfaction
Persona 1 Content/
Message
Content/
Message
Content/
Message
Content/
Message
Content/
Message

16. EFFECTIVE USE – PART 5
Mission
Vision
Strategy
Objectives
Balanced Scorecard
Cascading Measures
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Establish and Monitor Your Metrics
KPI Pyramid
} Biggest objectives and what you’ll offer to reach them
} Future plans for the organization
} Targeted plans for achieving Mission and Vision
} Specific outcomes you intend to produce
} Collective view of key KPIs related to Objectives
} Base KPIs that monitor activity and progress
Obj: Increase Membership
Site Pageviews
Social Interactions
Merch Purchases
Email Open Rate
Benefit Redemptions
S-card: Engagement Rate

17. Thank You
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