EXPLAIN

Digital Strategy TO YOUR MUM

She has a tough time explaining to her friends what I do. I’m a Digital Strategist. I asked her to describe my job, she said - “you set up Facebook ads at a dog-friendly agency”.

This is my attempt to explain Digital Strategy to her.

Meet Mum

I help to solve

business problems

with digital

things like

websites & Mobile.

So mum,

It’s pretty

straightforward

most of the time.

you actually did

it as a mum.

Set Client Goals &

Objectives

Identify your

audience

Figure out the problem

Develop a Strategy

Create some

tactics

Measure & optimize

How it’s done

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

I have some clients

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

So in your case, our family was your client.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

goals

Clients either tell me their goals or I help to set them. Goals are the things they want to achieve in a given time.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Your goal was to raise me to have a good life.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

• Specific actions taken to get to the goals.

• Change the behavior of the audience.

• They are also SMART

Specific Measurable Actionable Realistic Timely

Set Objectives

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

When she is:

Laughs & makes up her own jokes

Has her own

hobbies

Not bitching

about her

school mates

5 10 15 20

Attends a University

perhaps yours were...

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Establish Key Performance Indicators “KPIs”

A list of things that determine whether your objectives are

met in the end.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

KPI’s for a good life:• Healthy• Happy• Safe• Good self-esteem• Big bunch of good friends• Pursue inner talents

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Identify Your Target

Audience

Research everything about who you’re trying to reach and piece it together in a

profile.

Everything you do from this point on should be done with this guy in mind.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

So, that’s me!

DemographicsName | Age | Location

PsychographicsGoals | Motivations | Values

Consumption PatternsAmount | Sources | Pain Points

InfluencesWho | What | Why“Tagline”

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Figure out the problem

The barriers that could stop you from achieving your objectives. This is about your audience’s problems rather than the client’s capabilities.

Your main barrier is rebellion in childhood & adolescence.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

seek audience insights

This is a whole bunch of research about the motivation & behaviors of the audience that will shape your strategy. These are unique and specific to the profile of the audience you made earlier.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Women in the family are stubborn

as hell

Powerful girls need practice in arguing

helpful insights for your

strategy

Girls are prone to body image issues

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

develop a

strategy

This is the framework that gets you from A to B, all described in a creative idea.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Why? Kids cannot raise themselves

Stubborn women don’t take to being told what to do

Become the

Northern StarGuiding my path without

telling me what to do.

Your strategy

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Create some tactics

These are all the actions you need to do in order for the

strategy to come to life.

Including where the ideas lives & what

form it’s in.

Without tactics, the strategy is just an idea, pretty spreadsheet or flow-chart.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

some of your tactics

Feed me a healthy

diet

Take up work quickly after you

had me in order to make enough

money.

Move homes so I can go to a good school.

Organize a babysitter so I can make basketball & dance practices when you

were working.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Measure & Optimize

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Once you have the tactics down, set benchmarks for how they perform

towards achieving your KPI’s & objectives. Keep measuring these and

when you notice things beginning to deviate, correct them with other

tactics.

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

Measuring my success

1. Zero complaints of being bullied

2. Maintaining a healthy body weight

3. My friends aren’t into bad things

4. A good relationship with my younger sister

5. Achieve grade scores high enough to get into university

Keeping track of

Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize

When my basketball coach wouldn’t let me

play a game because I was that semi-retarded at sport, you had a

word to him and I got one quarter in

the season.

optimizing your strategy

Breaking up fights with my sister and making us be nice

to each other. Even when she cleaned up juice

from the floor with my new jeans so I threw a hairbrush

in her face.

Organized a tutor when I was struggling with Psychology just before exams.

finished.

Thanks Mum for an amazing life.