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Debunking 

Digital Strategy"


STRATEGY"
What"
Who"
Where"
How"
"
WHAT - OBJECTIVES

WHO

WHERE

HOW



OBJECTIVES"
Specific"
Measurable"
Actionable"
Relevant"
Trackable"
"
WHAT 

WHO -AUDIENCE

WHERE

HOW



?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 t...
Design Credit: HelloComputer!
Jack
BACKGROUND:"
Jack is a student living in Cape Town. !
He is searching for his identity and has
experimented with many...
Jack
GOALS:"
Find happiness!
Find acceptance!
Find love!
!
CHALLENGES:"
Feels rejected!
Distrusts others!
Feels lost!
COMM...
Emily
BACKGROUND:"
Single mom, outgoing, lots of friends,
loves clubbing & festivals. !
Grew up in a religious home!
!
DEM...
Emily
GOALS:"
Find true love!
Find acceptance!
!
CHALLENGES:"
Not interested in religion!
Looking for true love & meaning!...
WHAT 

WHO 

WHERE -CHANNEL

HOW



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!
...
REACH" ACT" CONVERT" ENGAGE"
PAID"
Opportunities to see!
!
Impressions!
Visit website!
!
Attend event!
!
Consideration!
!
...
REACH" ACT" CONVERT" ENGAGE"
PAID"
Opportunities to see!
!
Impressions!
Visit website!
!
Attend event!
!
Consideration!
!
...
REACH" ACT" CONVERT" ENGAGE"
PAID"
Opportunities to see!
!
Impressions!
Visit website!
!
Attend event!
!
Consideration!
!
...


STRATEGY"
What"
Who"
Where"
How"
"
Questions?"
Lieze.langford!
!
@liezelangford !
!
www.liezelangford.com!
Debunking Digital Strategy
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Debunking Digital Strategy

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

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Debunking Digital Strategy

  1. 1. Debunking 
 Digital Strategy"
  2. 2. 
 STRATEGY" What" Who" Where" How" "
  3. 3. WHAT - OBJECTIVES
 WHO
 WHERE
 HOW
 

  4. 4. OBJECTIVES" Specific" Measurable" Actionable" Relevant" Trackable" "
  5. 5. WHAT 
 WHO -AUDIENCE
 WHERE
 HOW
 

  6. 6. ?Persona’s"
  7. 7. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
  8. 8. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
  9. 9. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
  10. 10. PERSONA’S" Platforms & Usage" Content consumption" Search behaviour" Trusted brands" "
  11. 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!
  12. 12. Design Credit: HelloComputer!
  13. 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. 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. 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. 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. 17. WHAT 
 WHO 
 WHERE -CHANNEL
 HOW
 

  18. 18. Design Credit: HelloComputer!
  19. 19. EARNED"
  20. 20. EARNED" Audience " Channels " Content"
  21. 21. Design Credit: HelloComputer!
  22. 22. EARNED" Audience " Channels " Content"
  23. 23. EARNED" Audience " Channels " Content"
  24. 24. Themes" Types ! Timing!CONTENT"
  25. 25. Themes" Types ! Timing!CONTENT"
  26. 26. Design Credit: HelloComputer!
  27. 27. Themes" Types ! Timing!CONTENT"
  28. 28. Design Credit: HelloComputer!
  29. 29. PAID"
  30. 30. •  Search -Always on! Design Credit: HelloComputer!
  31. 31. OWNED"
  32. 32. " Useful " Usable" Desirable"USABILITY"
  33. 33. " Useful " Usable" Desirable"USABILITY"
  34. 34. " Useful " Usable" Desirable"USABILITY"
  35. 35. WHAT 
 WHO 
 WHERE 
 HOW -STRATEGY 
 "
  36. 36. Design Credit: HelloComputer!
  37. 37. 
 REACH" " SEO " Digital marketing " Pay Per Click" Display advertising" Partner relationships "
  38. 38. ! ! " Customer experience" Content quality" User engagement " " " 
 ACT"
  39. 39. " Conversion pathways" Site segmentation" " " 
 CONVERT"
  40. 40. ! ! " Online Communities Online PR " Influencer marketing " Social networks 
 ENGAGE"
  41. 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. 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. 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. 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!
  45. 45. 
 STRATEGY" What" Who" Where" How" "
  46. 46. Questions?" Lieze.langford! ! @liezelangford ! ! www.liezelangford.com!

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