USFDigitalMedia.com

Instructor:

Digital MediaSession Three - (Digital) Strategy

Eric Ritter | @EricRitter

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What is Strategy?

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What is a “Digital Strategist”?

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Overview1.How do we start? 2.Working out the business problem 3.Strategy

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1. HOW DO WE START?

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WE NEED 4 KEY THINGS WORK OUT THE STRATEGY

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BUT FIRSTLY HERE IS A QUICK INTRO TO

STRATEGY

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WHAT IT STRATEGY?

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STRATEGY IS A PLAN OF ACTION BASED ON THE

INFORMATION AT HAND TO OBTAIN A GOAL WITH YOUR

LIMITED RESOURCES

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STRATEGY OCCURS WHEN THERE IS NOT A STRAIGHT

SOLUTION

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IF WE DID HAVE ALL THE RESOURCES TO ANSWER

STRAIGHT AWAY, WE WOULDN’T NEED A PLAN OF ACTION WE COULD JUST GO AND DO IT.

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IN THE BRIEF WE NEED TO MAKE SURE WE GET TWO

IMPORTANT PIECES. WHAT IS THE GOAL AND WHAT ARE THE

LIMITED RESOURCES?

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4 KEY ELEMENTS TO START A BRIEF 1. BUSINESS PROBLEM

2. GOAL3. BUDGET (RESOURCES) 4. TIMING (RESOURCES)

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BUSINESS PROBLEM:WHAT IS THE BIGGEST

BARRIER TO SUCCESS?

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THE GOAL IS THE ANSWER TO THE BUSINESS PROBLEM

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MOST COMMON MISTAKE WITH DIGITAL STRATEGY?

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MOST COMMON MISTAKE WITH

DIGITAL STRATEGY?

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LET’S LOOK AT A FAILURE

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Create a Facebook page & run Facebook Ads. It will be a smash hit!

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MASSIVE FAIL. NO FANS.

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THE BUSINESS PROBLEM BETWEEN AN

ESTABLISHED AND A NEW BRAND ISN’T THE SAME.

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START WITH THE BUSINESS PROBLEM

NOT DIGITAL PROBLEM

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BACK TO STRATEGY

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STRATEGY IS A PLAN OF ACTION BASED ON THE INFORMATION AT HAND TO OBTAIN A GOAL WITH

YOUR LIMITED RESOURCES

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WHAT ARE YOUR LIMITED RESOURCES?

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HOW MUCH TIME DO YOU HAVE?

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BUDGET: AT LEAST GET A ROUGH BALLPARK

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4 KEY ELEMENTS TO START A BRIEF 1. BUSINESS PROBLEM

2. GOAL3. BUDGET 4. TIMING

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SOMETIMES A CLIENT DOESN’T KNOW THEIR BUSINESS

PROBLEM. YOU NEED TO HELP FIND IT

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2. WORKING OUT THE BUSINESS

PROBLEM

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SOMETIMES A CLIENT DOESN’T KNOW THEIR BUSINESS

PROBLEM. YOU NEED TO HELP FIND IT.

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SO YOU NEED TO ASK ONE QUESTION.

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WHAT IS STOPPING THEM FROM BEING MORE SUCCESSFUL?

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SUCCESS IN BUSINESS IS USUALLY SALES RELATED.

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EVERYONE KNOWS THE MARKETING FUNNEL, RIGHT?

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THIS IS OUTDATED FOR A DIGITAL WORLD

USFDigitalMedia.comModern Marketing Funnel

Mooney, 2012

Is the major barrier awareness?

SEARCH – Are people having a hard time

finding the brand?

DISCOVERY – Do enough people know

about the brand?

AWARENESS BARRIER

Is the problem in the consideration stage?

ASSESS – Is there enough information to

help people make the decision to buy

your product?

CONSIDERATION BARRIER

Is the problem post purchase?

CONNECT – Are a number of people

buying the product but not advocating it?

CONSUME – Is there lost opportunities to

connect with your consumers to make

them aware of other products?

REPEAT PURCHASE & LOYALTY BARRIERS

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NEED TO WORK OUT WHERE YOUR BARRIER TO SUCCESS IS.

USFDigitalMedia.comNew Brand Promotion

Mooney, 2012

Discovery & Access

No one had heard of

the brand yet. The

barrier is getting people

to the discovery and

assess stage

USFDigitalMedia.comEstablished Brand

Mooney, 2012

Connect

With and established

brand they had a loyal

customer base but they

didn’t know about new

brand launches.

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SOME COMMON BRAND PROBLEMS

Guidance on types of products

THE FCB GRID

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HIGH INVOLVEMENT / THINKING BANKS CONCENTRATE ON

SEARCH/ASSESS (INFORMATION)

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HIGH INVOLVEMENT / FEELING AUTO BRANDS CONCENTRATE

ON ASSESS (CONFER)

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LOW INVOLVEMENT / FEELING BRANDS LIKE COCA-COLA

CONCENTRATE ON CONNECT/CONSUME

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NEW BRAND NEW BRANDS ARE ALL ABOUT

DISCOVERY AND GETTING PEOPLE TO KNOW THEM

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3. STRATEGY

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STRATEGY IS A PLAN OF ACTION BASED ON THE INFORMATION AT

HAND FOR OBTAINING A GOAL WITH YOUR LIMITED RESOURCES

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THAT PLAN OF ACTION NEEDS TO BE BROAD AND UNDETAILED

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IN DIGITAL THIS IS MORE IMPORTANT

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STRATEGY IS BASED ON THE INFORMATION AT HAND

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WE WILL HAVE ALL THE INFORMATION AT HAND VIA

INSIGHTS MINING

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STRATEGY IS ANSWERING A GOAL

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WE NEED TO MADE SURE THE GOAL IS ANSWERING THE

BUSINESS PROBLEM

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STRATEGY IS THE HOW

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TURN THE GOAL INTO A QUESTION AND ANSWER IT

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HOW ARE YOU GOING TO REACH THE GOAL?

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EXAMPLE: THIS

USF COURSE

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BUSINESS PROBLEM: THE AD COURSE MARKET IS

FLOODED WITH A NUMBER OF OPTIONS

USFDigitalMedia.comThe “Student” Journey

Mooney, 2012

Access

Everyone knows

the Ad Course

options. Most

people tune out at

the assess phase.

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BUSINESS PROBLEM: THE AD COURSE MARKET IS

FLOODED WITH A NUMBER OF OPTIONS

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TURN THE GOAL INTO A HOW QUESTION:

HOW CAN I GET PEOPLE TO CONSIDER MY COURSE OVER OTHERS?

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INSIGHT:STUDENTS ARE SKEPTICAL OF

ADJUNCT INSTRUCTORS, DON’T TRUST THEM.

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STRATEGY:ESTABLISH MY POSITIONING AS A TRUSTED SOURCE ON DIGITAL

MEDIA.

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TACTICAL INSIGHT:DIGITAL OFFERS A NUMBER OF CHANNELS TO VALIDATE YOUR

CREDIBILITY.

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Tactics:‣ Guest post on sites students frequent ‣ SlideShare presentation on digital media ‣ Create content about experience working

on digital media ‣ Connect all social accounts ‣ Put a video online as an introduction

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STRATEGY GIVES YOU A DIRECTION ON WHAT TO DO

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NOW ENSURE YOUR ADS (TACTICS) ARE ON STRATEGY.

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DO THEY ANSWER: ‘HOW ARE WE GOING TO REACH

THE GOAL?’

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Wrap-Up

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Today’s 3 Key Takeaways:‣ Strategy is based on the

information at hand. ‣ Strategy is answering a goal. ‣ Strategy is broad,

undetailed, and platform agnostic.

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