Digital Strategy Building
3.1.17 @ Boston University
HelloCurrently: • Strategic Media, Socialyse @ Havas Media • Instructor, General Assembly • Freelancer • Previously: Arnold, Allen & Gerritsen, Hill Holliday
The Golden Rule:There is no “one size fits all” strategy.
There are seven steps.
Branding.• What do you stand for? • How do you want to be seen?
Personas.• Who are you talking to? • What makes them tick? • Where do they spend their time online? • Are there things they love? • What about things they hate?
Challenges.• Who else is doing what you do? • What do people think of your industry in general? • What’s your brand’s current reputation? • Are there environmental factors you can’t control
that contribute to the problem?
Opportunities. • Where do your brand & audience intersect? • What about your audience or brand lends itself to
overcoming a challenge? • What about the world in general helps you combat
an issue? • What resources do you have access to that can help?
Goals.• What are you hoping to get out of your efforts? • What’s realistic?
Tactics.• How are you going to do what you’ve set out to do? • What specific channels will you use? • How will you use them? • What will you put on them? • How will you manage them?
Measurement.• How do you know when you’ve been successful? • How can you contextualize your success against
other marketing efforts?
Digital vs. Brand
As digital strategists,it’s our job to know the ins and outs of how, why & when these channels work — or don’t.
We know that there needs to be a balance of compelling creative & strategic media to drive results.
We operate in real-time.
We know that there needs to be a balance of compelling creative & strategic media to drive results.
We operate in real-time.
We know that there needs to be a balance of compelling creative & strategic media to drive results.
We measurably influence action, not just attention.
We operate in real-time.
We know that there needs to be a balance of compelling creative & strategic media to drive results.
We measurably influence action, not just attention.
We sit at the center of marketing.
Let’s chat through a few examples.
Questions