Debunking Digital Strategy
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Lieze Langford lays out the framework for a robust and sustainable digital strategy.
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Debunking Digital Strategy
- 6. ?Persona’s"
- 7. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
- 8. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
- 9. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
- 10. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
- 11. 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!
- 13. 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! !
- 14. 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! !
- 15. 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! !
- 16. 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! !
- 17. WHAT WHO WHERE -CHANNEL HOW
- 19. EARNED"
- 29. PAID"
- 30. • Search -Always on! Design Credit: HelloComputer!
- 31. OWNED"
- 35. WHAT WHO WHERE HOW -STRATEGY "
- 37. REACH" " SEO " Digital marketing " Pay Per Click" Display advertising" Partner relationships "
- 38. ! ! " Customer experience" Content quality" User engagement " " " ACT"
- 40. ! ! " Online Communities Online PR " Influencer marketing " Social networks ENGAGE"
- 41. 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!
- 42. 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!
- 43. 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!
- 44. 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!