DSMT - Defining digital strat

Photo: http://www.flickr.com/photos/neilt/2517652Photo: http://www.flickr.com/photos/neilt/2517652


Digital Strategist’s Mental Toolkit:What is digital strategy?_


What this section will cover:

• Definition• Process• The brief

Key points_


A plan that:

a) outlines the unique role that digital takes in a client solution and that guides the subsequent allocation of digital channels to take full advantage of their strengths and,

b) establishes proactive situation awareness to evolve and develop strategic actions one step ahead of the client.

Definition: Digital strategy_


Situation awareness is the perception of environmental elements with respect to time and/or space, the comprehension of their meaning, and the projection of their status after some variable has changed, such as time

Source: Wikipedia

Situation awareness_

Photo: http://www.flickr.com/photos/neilt/2517652

Problem Formulation Business Discovery

Consumer Discovery Data Discovery Knowledge

NetworkHypothesis Generation Planning Measurement

Digital strategy process_


1. Determine objectives/requirements• Brief from client – written and verbal. Discussion to

clarify if required.• If no brief, problem statement session required

2. Isolate problem and challenge• Analyse brief in context of understanding of clients

business • Determine if they are asking the right questions • Clearly define the problem to solve

1. Problem formulation_


3. Determine approach• Choose the best approach to develop an answer to

the problem

1. Problem formulation (con’t)_


1. Complete business immersion• Deep dive into the resources and activities required

for the client to do business

2. Complete brand immersion• Deep dive into the brand architecture

3. Conduct market analysis/intelligence• Analysis of the market the client is active in

4. Conduct competitive scan• Audit of client business and market activity

2. Business discovery_


5. Create touchpoint map• Mapping all active touchpoints from the clients

perspective

6. Consolidate primary and secondary research• Gather any additional research

2. Business discovery (con’t)_


1. Segmentation review• Review all segmentation efforts and key targets

2. Primary research• Review and analyze all consumer research done by

the client

3. Secondary research• Pull together additional secondary research on the

target

3. Consumer discovery_


4. Social listening • Establish a social listening tool to pull current

conversations and sentiment

3. Consumer discovery_


1. Internal and external analytics• Review all internal and external KPIs, program post-

mortems, and business cases • Understand success criteria • Review reporting requirements and protocol

2. Data landscape• Audit all consumer/customer databases for access

and fidelity• Document all data collection sources• Determine role and scope of partners if they exist

4. Data discovery_


1. Gather salient trends and insights• Work with partners to collect additional inputs

2. Collaboration• Work with partners to ideate and generate

hypotheses

3. Co-creation • Work with partners on prototypes and proof-of-

concept

5. Knowledge network_


1. Ideation• Use Ideation Toolkit to develop possible solutions to

problem statement

2. Prototypes• Model possible options through prototypes • Prototype fidelity determined by experience

complexity

3. Triage• Cut solutions to top few and work with client to distill

to the one solution to go forward with

6. Hypothesis generation_


1. Ideation • Generate a list of possible tactics to bring the

hypothesis to life• Define the Role of Digital – a central idea that

summarizes the hypothesis

2. Develop plan• Define full touchpoint ecosystem with roles and

lifecycles

3. Craft brief• Develop brief for creative and dev team

7. Planning_


1. Measurement plan • Outline the full list of metrics to be tracked• Create a baseline for comparison • Develop a scorecard and dashboard as required

2. Tagging and tracking • Work with dev team and partners to ensure accurate

and comprehensive tagging

8. Measurement_


3. Reporting• Report as frequently as required – surface and deep

dives as necessary• Create post-mortems with insights for future

programs

8. Measurement_


• Digital strategy – Summary of research – Role – Touchpoint map– Roadmap

• The brief

Deliverables_


A simpler brief is better to get the ball rolling. Influence the direction once things are in motion – no drive-by brief.

The brief_


Key sections of a brief:

• The brand• The product• The challenge to solve• The objectives• The target• The insight• The role

The brief_


1. The brand:

A clear statement of the brand positioning and tone– Include attributes

The brief_


2. The product:

A list of product claims that differentiate it in the market

The brief_


3. The challenge to solve:

A clear problem statement that outlines the issue and the assignment

– Includes the desired response/change in consumer behaviour

The brief_


4. The objectives:

A list of goals that will allows us to know we have solved the challenge

– Be as specific as possible

The brief_


5. The target:

A simple description of who we are trying to influence or connect with

– Use personas and segmentation with discretion– Include relevant digital behaviours

The brief_


6. The insight:

The unique or meaningful tension between the target and the product that informs the role

The brief_


7. The role:

A short phrase that describes how the solution will generate the required change in state for the target

The brief_