Post by account_disabled on Feb 27, 2024 4:46:42 GMT -5
End of the year, time to take stock and plan. What better time to review with a critical eye everything we have done, even in the web sector, in this 2016 which is now definitely behind us? Of course: every moment is a good one to take stock of the situation and set new goals but, let's face it, the end of the year always invites "good resolutions". What I suggest you include in your wishes is: Finally set up a correct online communication plan ! To do this, you must first know the meaning of strategy: yes, I know , the term is definitely overused, but I like it a lot! Of military origin, it in fact means the art of positioning and moving forces (read economic and human resources ) in order to gain positions, conquer territories, defeat the enemy. At this stage you simply need to associate the concept of strategy with three words: choice, direction and differentiation. In summary, the correct online communication strategy is the most appropriate choice of means (channels) and ways (styles) to follow the ideal line (direction) to reach the objective, exploiting a logic of differentiation, necessary in an environment highly competitive like the web.
In order to make the concepts I intend to express in this article as clear as possible, each Panama mobile number list phase of the web strategy is suggested in two different ways: the "questions to ask", useful for those who are beginners and would like to do something but still don't know exactly what and he doesn't know how, and "the rules to follow", i.e. operational guidelines for those who are already familiar with the topic. Online communication plan: analyze to plan activities It is the most delicate phase because, if this one is wrong, all subsequent actions are also invalidated and you have to do everything all over again: it is the only point of the strategy that does not allow errors because it does not allow corrections, once assumed as real and as a premise , the data collected. The questions to ask yourself The most important questions to ask in order to take stock of the situation and reconstruct the state of affairs concern the online competitive forces : in the web ecosystem, compared to the company, other "forces" act which in short are the customers/users , competitors and intermediaries , i.e. stakeholders or, whatever you prefer, opinion leaders. Here it is correct to ask yourself with respect to customers: who are they?: that is, identifying typologies and different targets how many are there?: it is necessary to "give numbers", perhaps from research or from social networks like Facebook, for example, because we have to calibrate the forces necessary to intercept them.
Where am I? or: which social networks do they use? which portals, magazines and blogs do they read? Similarly, we also proceed as above for competitors , but being careful to verify the discrepancy between online and offline competitors: those we identify as offline competitors in the business are not always online and vice versa. In this sense, the web can definitely be defined as a democratic space! Your online competitor is not the one bigger than you, present on the market the longest or with more resources to invest, but the one who communicates better than you! Following the same logic you must therefore ask yourself compared to the competition: what is my online competitive advantage? Then there is a third fundamental element: intermediaries . In short, they are those who influence customers/users: journalists, bloggers, but also professional bodies of reference for the sector, rather than the employees themselves in the case of very large companies. In short, intermediaries are fundamental to the web strategy: have you ever thought about communication actions aimed exclusively at them? The rules to follow One for all: prepare an accurate online communication plan . It is an action plan, a programmatic document, shared with various internal and external actors (e.g. suppliers), susceptible to periodic review, which allows us to understand how close or not we are to the objectives set, but not only; It shows us objectively the actions that work and that we need to scale up from those that need to be revised.
In order to make the concepts I intend to express in this article as clear as possible, each Panama mobile number list phase of the web strategy is suggested in two different ways: the "questions to ask", useful for those who are beginners and would like to do something but still don't know exactly what and he doesn't know how, and "the rules to follow", i.e. operational guidelines for those who are already familiar with the topic. Online communication plan: analyze to plan activities It is the most delicate phase because, if this one is wrong, all subsequent actions are also invalidated and you have to do everything all over again: it is the only point of the strategy that does not allow errors because it does not allow corrections, once assumed as real and as a premise , the data collected. The questions to ask yourself The most important questions to ask in order to take stock of the situation and reconstruct the state of affairs concern the online competitive forces : in the web ecosystem, compared to the company, other "forces" act which in short are the customers/users , competitors and intermediaries , i.e. stakeholders or, whatever you prefer, opinion leaders. Here it is correct to ask yourself with respect to customers: who are they?: that is, identifying typologies and different targets how many are there?: it is necessary to "give numbers", perhaps from research or from social networks like Facebook, for example, because we have to calibrate the forces necessary to intercept them.
Where am I? or: which social networks do they use? which portals, magazines and blogs do they read? Similarly, we also proceed as above for competitors , but being careful to verify the discrepancy between online and offline competitors: those we identify as offline competitors in the business are not always online and vice versa. In this sense, the web can definitely be defined as a democratic space! Your online competitor is not the one bigger than you, present on the market the longest or with more resources to invest, but the one who communicates better than you! Following the same logic you must therefore ask yourself compared to the competition: what is my online competitive advantage? Then there is a third fundamental element: intermediaries . In short, they are those who influence customers/users: journalists, bloggers, but also professional bodies of reference for the sector, rather than the employees themselves in the case of very large companies. In short, intermediaries are fundamental to the web strategy: have you ever thought about communication actions aimed exclusively at them? The rules to follow One for all: prepare an accurate online communication plan . It is an action plan, a programmatic document, shared with various internal and external actors (e.g. suppliers), susceptible to periodic review, which allows us to understand how close or not we are to the objectives set, but not only; It shows us objectively the actions that work and that we need to scale up from those that need to be revised.