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Diario Negocio - Digital Strategy

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Carlose Lopez
Carlose Lopez

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

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Diario Negocio Digital Strategy Study Case www.carloselopez.com
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
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
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
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
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
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
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
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
Results •  Powerful news portal (Drupal), SEM, Social Media integra=on, digital revenue, New readers / registered users Carlose Lopez www.carloselopez.com
Carlose Lopez www.carloselopez.com Ideas about strategy, digital, marke=ng, branding, communica=on and e-­‐commerce

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Diario Negocio - Digital Strategy

  • 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