Debunking Digital Strategy"

STRATEGY"

What"Who"Where"How""

WHAT - OBJECTIVESWHOWHEREHOW "

OBJECTIVES"

Specific"Measurable"Actionable"Relevant"Trackable""

WHAT WHO -AUDIENCEWHEREHOW "

? Persona’s"

PERSONA’S"

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

PERSONA’S"

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

PERSONA’S"

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

PERSONA’S"

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

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!

Design Credit: HelloComputer!

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!!

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!

!

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!!

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!

!

WHAT WHO WHERE -CHANNELHOW "

Design Credit: HelloComputer!

EARNED"

EARNED"Audience "Channels "Content"

Design Credit: HelloComputer!

EARNED"Audience "Channels "Content"

EARNED"Audience "Channels "Content"

Themes"Types !Timing!CONTENT"

Themes"Types !Timing!CONTENT"

Design Credit: HelloComputer!

Themes"Types !Timing!CONTENT"

Design Credit: HelloComputer!

PAID"

•  Search -Always on!

Design Credit: HelloComputer!

OWNED"

"

Useful "Usable"Desirable"USABILITY"

"

Useful "Usable"Desirable"USABILITY"

"

Useful "Usable"Desirable"USABILITY"

WHAT WHO WHERE HOW -STRATEGY "

Design Credit: HelloComputer!

REACH"

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

!!

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

ACT"

"Conversion pathways"Site segmentation"""

CONVERT"

!!

"Online Communities Online PR "Influencer marketing "Social networks

ENGAGE"

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!

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!

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!

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!

STRATEGY"

What"Who"Where"How""

Questions?"

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