debunking digital strategy

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Debunking Digital Strategy

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Lieze Langford lays out the framework for a robust and sustainable digital strategy.

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Page 1: Debunking Digital Strategy

Debunking Digital Strategy"

Page 2: Debunking Digital Strategy

STRATEGY"

What"Who"Where"How""

Page 3: Debunking Digital Strategy

WHAT - OBJECTIVESWHOWHEREHOW "

Page 4: Debunking Digital Strategy

OBJECTIVES"

Specific"Measurable"Actionable"Relevant"Trackable""

Page 5: Debunking Digital Strategy

WHAT WHO -AUDIENCEWHEREHOW "

Page 6: Debunking Digital Strategy

? Persona’s"

Page 7: Debunking Digital Strategy

PERSONA’S"

Platforms & Usage"Content consumption"Search behaviour"Trusted brands""

Page 8: Debunking Digital Strategy

PERSONA’S"

Platforms & Usage"Content consumption"Search behaviour"Trusted brands""

Page 9: Debunking Digital Strategy

PERSONA’S"

Platforms & Usage"Content consumption"Search behaviour"Trusted brands""

Page 10: Debunking Digital Strategy

PERSONA’S"

Platforms & Usage"Content consumption"Search behaviour"Trusted brands""

Page 11: Debunking Digital Strategy

Parents with kids!Who are we talking to?"!Michael and Kerry are entering their peak earning and buying years. They're tech-savvy and love to shop, especially online. They have a high value for education and knowledge. Brand prestige alone won't woo them, they purchase products they percieve to be good value. They are independent and like to save.!

Design Credit: HelloComputer!

Page 12: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 13: Debunking Digital Strategy

Jack BACKGROUND:"Jack is a student living in Cape Town. !He is searching for his identity and has experimented with many things!!DEMOGRAPHICS:"Male, 25, urban, student, !part time bartender. !!IDENTIFIERS:"Live for the now!People don't understand me!!

Page 14: Debunking Digital Strategy

Jack GOALS:"Find happiness!Find acceptance!Find love!!CHALLENGES:"Feels rejected!Distrusts others!Feels lost!

COMMON OBJECTIONS:"Church rejects me!Religion not for me!Church is boring!Don't trust people!

!

Page 15: Debunking Digital Strategy

Emily BACKGROUND:"Single mom, outgoing, lots of friends, loves clubbing & festivals. !Grew up in a religious home!!DEMOGRAPHICS:"28, female, urban, secretary, LA!!IDENTIFIERS:"Live for the now!Seeking!!

Page 16: Debunking Digital Strategy

Emily GOALS:"Find true love!Find acceptance!!CHALLENGES:"Not interested in religion!Looking for true love & meaning!!COMMON OBJECTIONS:"Religion not for me!Christianity not cool enough!Don't do traditional!

!

Page 17: Debunking Digital Strategy

WHAT WHO WHERE -CHANNELHOW "

Page 18: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 19: Debunking Digital Strategy

EARNED"

Page 20: Debunking Digital Strategy

EARNED"Audience "Channels "Content"

Page 21: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 22: Debunking Digital Strategy

EARNED"Audience "Channels "Content"

Page 23: Debunking Digital Strategy

EARNED"Audience "Channels "Content"

Page 24: Debunking Digital Strategy

Themes"Types !Timing!CONTENT"

Page 25: Debunking Digital Strategy

Themes"Types !Timing!CONTENT"

Page 26: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 27: Debunking Digital Strategy

Themes"Types !Timing!CONTENT"

Page 28: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 29: Debunking Digital Strategy

PAID"

Page 30: Debunking Digital Strategy

•  Search -Always on!

Design Credit: HelloComputer!

Page 31: Debunking Digital Strategy

OWNED"

Page 32: Debunking Digital Strategy

"

Useful "Usable"Desirable"USABILITY"

Page 33: Debunking Digital Strategy

"

Useful "Usable"Desirable"USABILITY"

Page 34: Debunking Digital Strategy

"

Useful "Usable"Desirable"USABILITY"

Page 35: Debunking Digital Strategy

WHAT WHO WHERE HOW -STRATEGY "

Page 36: Debunking Digital Strategy

Design Credit: HelloComputer!

Page 37: Debunking Digital Strategy

REACH"

"SEO "Digital marketing "Pay Per Click"Display advertising"Partner relationships "

Page 38: Debunking Digital Strategy

!!

"Customer experience"Content quality"User engagement """

ACT"

Page 39: Debunking Digital Strategy

"Conversion pathways"Site segmentation"""

CONVERT"

Page 40: Debunking Digital Strategy

!!

"Online Communities Online PR "Influencer marketing "Social networks

ENGAGE"

Page 41: Debunking Digital Strategy

REACH" ACT" CONVERT" ENGAGE"

PAID"Opportunities to see!

!Impressions!

!

Visit website!!

Attend event!!

Consideration!!

Change in opinion!!

Association!

Interaction rate!!

Duration!!

Branded Search!

EARNED"

Comment Sentiment!!

Organic search rank!!

No of Followers, Likes!!

Attend event!!

Vote for/Against!

Tell a friend!!

Reviews!!

Ratings!

!Comments/ post ratio!

!Number of links!

!Retweets!

!Bookmarks, votes !

!Likes!

OWNED"

Unique visitors!!

Cost per visitor!!

Search rank!!

Download content!!

Request more info!

Tell a friend !!

Change in opinion!!

Association!

Return visit!!

Interaction rate!!

Duration !!

Subscriptions!

Page 42: Debunking Digital Strategy

REACH" ACT" CONVERT" ENGAGE"

PAID"Opportunities to see!

!Impressions!

Visit website!!

Attend event!!

Consideration!!

Change in opinion!!

Association!

Interaction rate!!

Duration!!

Branded Search!

EARNED"Comment Sentiment!

!Organic search rank!

!No of Followers, Likes!

Attend event!!

Vote for/Against!

Tell a friend!!

Reviews!!

Ratings!

!Comments/ post ratio!

!Number of links!

!Retweets!

!Bookmarks, votes !

!Likes!

OWNED"

Unique visitors!!

Cost per visitor!!

Search rank!!

Download content!!

Request more info!

Tell a friend !!

Change in opinion!!

Association!

Return visit!!

Interaction rate!!

Duration !!

Subscriptions!

Page 43: Debunking Digital Strategy

REACH" ACT" CONVERT" ENGAGE"

PAID"Opportunities to see!

!Impressions!

Visit website!!

Attend event!!

Consideration!!

Change in opinion!!

Association!

Interaction rate!!

Duration!!

Branded Search!

EARNED"Comment Sentiment!

!Organic search rank!

!No of Followers, Likes!

Attend event!!

Vote for/Against!

Tell a friend!!

Reviews!!

Ratings!

!Comments/ post ratio!

!Number of links!

!Retweets!

!Bookmarks, votes !

!Likes!

OWNED"

Unique visitors!!

Cost per visitor!!

Search rank!!

Download content!!

Request more info!

Tell a friend !!

Change in opinion!!

Association!

Return visit!!

Interaction rate!!

Duration !!

Subscriptions!

Page 44: Debunking Digital Strategy

REACH" ACT" CONVERT" ENGAGE"

PAID"Opportunities to see!

!Impressions!

Visit website!!

Attend event!!

Consideration!!

Change in opinion!!

Association!

Interaction rate!!

Duration!!

Branded Search!

EARNED"Comment Sentiment!

!Organic search rank!

!No of Followers, Likes!

Attend event!!

Vote for/Against!

Tell a friend!!

Reviews!!

Ratings!

!Comments/ post ratio!

!Number of links!

!Retweets!

!Bookmarks, votes !

!Likes!

OWNED"

Unique visitors!!

Cost per visitor!!

Search rank!!

Download content!!

Request more info!

Tell a friend !!

Change in opinion!!

Association!

Return visit!!

Interaction rate!!

Duration !!

Subscriptions!

Page 45: Debunking Digital Strategy
Page 46: Debunking Digital Strategy

STRATEGY"

What"Who"Where"How""

Page 47: Debunking Digital Strategy

Questions?"

Lieze.langford!!@liezelangford !!www.liezelangford.com!