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6 weeks to the Summit

Basecamp - Coursebook

Baseline Metrics at BasecampWelcome to Basecamp! When I started to develop this program, I did not realise at the time that word ‘Basecamp’ would fit so well into the

idea of reaching the summit. One of many definitions of basecamp is this

“a main encampment providing supplies, shelter, and communications for persons engaged in wide-ranging activities,

as exploring,reconnaissance, hunting, or mountain climbing. “

So that is exactly what this week’s activities are all about, we are going to focus on preparing for the coming 6 modules. It is important that

you are clear about your customers and your goals. Understanding what tools you may or may not need and how to use them are

irrelevant, if you are not 100% focussed on the direction you need to go in. So whilst you may wish to just dive in with what you need to

know right now, in this first week I will be asking you to document and think about the following

● Who are your target customers

● What are your business goals

● What are your current digital asset metrics

In order to help with some of the data collation, I have also included some really helpful Google Analytics Dashboard in this round of material, that I know you will love.

Customer Personas

Know your customers

Can you describe your ideal customers, in detail?

Can you name them and picture them?

How do they talk? What do they like?

Where can you find them?

Knowing clearly who they are and what their pain points are, will be critical to a successful digital strategy

Customer Personas

See them, Name them, Know them

To help with this part of basecamp, I have included

● A bonus webinar on Customer Personas

● Samples of various customer personas (including 1 of ours!)

● 12 step snapshot guide

● Worksheets

Business Goals

Get serious - Get a Business Plan

Digital Goals need to be in alignment with Business Goals

So therefore Digital Strategy first requires a Business Strategy or Plan to exist.

Your business plan is just as valid as any other business’ plan - however in order for your plan to work it must

- Be written down - being in your head is not good enough- Have measurable goals listed within it (SMART goals)- Have a timeframe for completion- Allocate resources to achieving it ( people, time, money, equipment)

DigitalModel Canvas

Identify the key points of your business plan as they relate to

your Digital plans.

Review your current business plan, but apply it to our Digital Business Model Canvas

● What are your business goals

● Who are your customers?

● What value do you provide?

● Who can you partner with?

● What are your financial goals?

Google Analytics

Track your data

So that we are all reading from the same map, as part of the program, we have included instructions for installing 2 special 6 weeks to the summit Google analytics dashboards in your Google Analytics account.

This is EASY to do and full instructions are provided in the portal. I also have a short video in this area. Look for “How to install your Google Analytics Dashboards; in the navigation area.

Get excited, you are about to know more about your website and audience than you thought possible!

Know your Numbers

Start making Google Analytics work for you

Introducing Google Dashboards - making sense of your google data

● Looking at Traffic

● Looking at your Audience

● Taking charge of your data

Recording your baseline data

You are here

On every map or guide you find, there is always a “YOU ARE HERE” section.

This is so that we can understand exactly where we are in relation to where we are going.

Try and complete as much of this information as you can.

You cannot possible know how far you have come without knowing where you have started.

Baseline AuditRecording what you know right

now - site visitors, email lists, facebook likers and more

I will walk you through our Ecosystem Baseline Audit document and advise where to get what!

● Track WEB

● Track SOCIAL

● Track CONTENT

● Track SEARCH

WEBThe elements you will be recording here cover these areas. Essentially you are just tracking numbers and level of activity in these areas. If you don’t have something or are unsure leave it blank.

● Responsive Architecture● Blog● Landing Pages● Ecommerce● Email Marketing● Analytics

We explain all of these in detail and outline some implementation ideas in Module 2

SOCIALIn this area, I would like you to look at the number of followers you have a channel and if you know the demographics of followers, please list them. We will look in detail at these elements in Module 3.

● Facebook● Twitter● LinkedIn● Instagram● YouTube● Pinterest● Google+● Snapchat

Content MarketingThe importance of content marketing to your digital strategy will be revealed in Module 4, but for now, I would just like for you to just note if you are using this method of content marketing and which of your customer personas you do this for, i.e who are you currently targetting (if at all?)

● Blogging● Videos● Photography● Articles● Podcasts● Webinars● Email Campaigns● Downloads● White papers, Case Studies

SEARCHWe cover this in detail in MODULE 5 and I do not expect that you have much activity in this area at all. What we will be introducing you to are the following items, track them if you can at this stage.

● Goals● On Page SEO● Adwords● Adsense● Retargeting● Local Search

Questions? - Just drop a line in our Facebook group or inside the Questions area within the portal