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THE CUBE METHOD ©Planning and implementing a digital media strategy
“In absence of clearly defined goals, we become strangely loyal to performing daily acts of trivia.
-Author Unknown
JENNIFER D BEGG• Worked in Media for more than a
decade• Trained thousands of people to
succeed with digital media• Annoyingly enthusiastic about the
benefits of digital tools• Determined to help everyone be
more confident and successful with digital media
“If a digital tool isn’t replacing something that isn’t working for you OR having such a positive impact on your business you can’t ignore it then you need to rethink
-Jennifer D Begg
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method1. Transactional2. Educational3. Behaviour
Change
1. Who are they?2. Where do they
spend their time?
1. Does your content add value?
2. Listen & learn
1. Which Metrics?2. Do you have
tracking in place?
Organisational Goals
©The Cube
Method
1. Transactional2. Educational3. Behaviour
Change
Transactional Goal =
A completed sale (on or offline), newsletter sign up, completed donation etc
Educational Goal = Information consumption (this includes, brand awareness, public service messages etc)
Behaviour Change = Offline or online behaviour changing over time. Usually this is combined with measurements from third parties.
EXAMPLEPublic Health Campaign
Organisational Goals
©The Cube
Method
1. Transactional2. Educational3. Behaviour
Change
Transactional Goal =
Sign up for a healthy eating newsletter. Enrol in a group exercise programme
Educational Goal = Newsletter open rates. Minutes watched of programme videos. Social media shares.
Behaviour Change = Participation in exercise programme. Data from local supermarkets on increase of fruit and vegetable sales.
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method1. Transactional2. Educational3. Behaviour
Change
1. Who are they?2. Where do they
spend their time?
1. Does your content add value?
2. Listen & learn
1. Which Metrics?2. Do you have
tracking in place?
Target Audience &Platform
©The Cube
Method
1. Who are they?2. Where do they
spend their time?
Name:Age:Gender:Location:Children:Hobbies / Interests:Job Title:Early / Late Adopter:Reads:Shops:
FacebookLinkedIn
TwitterYouTube
InstagramSnapchatPeriscope
SearchOnline NewsHarold Bishop
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method1. Transactional2. Educational3. Behaviour
Change
1. Who are they?2. Where do they
spend their time?
1. Does your content add value?
2. Listen & learn
1. Which Metrics?2. Do you have
tracking in place?
Content
©The Cube
Method
1. Does your content add value?
2. Listen & learn
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method1. Transactional2. Educational3. Behaviour
Change
1. Who are they?2. Where do they
spend their time?
1. Does your content add value?
2. Listen & learn
1. Which Metrics?2. Do you have
tracking in place?
Measure & Improve
©The Cube
Method
1. Which Metrics?2. Do you have
tracking in place?
Most popular social media posts by clicks & engagement
Website traffic, ecommerce transactions, newsletter sign ups
Email Open rates & link clicks
Facebook Page InsightsTwitter AnalyticsKlout scoreScheduler Analytics
Google AnalyticsLeadPagesWordpressCheckout data
Mail chimpCRM systemGoogle URLs
Organisational Goals
Target Audience &Platform
Measure & Improve Content
©The Cube
Method1. Transactional2. Educational3. Behaviour
Change
1. Who are they?2. Where do they
spend their time?
1. Does your content add value?
2. Listen & learn
1. Which Metrics?2. Do you have
tracking in place?
GOAL SETTINGIdentify your why and clarify your measurement
Website Traffic
Watch healthplanning video
GoalSetting
Sign up for healthy lifestyle
programme
WHY?
WHY?
Sell Product / Service
GoalSetting Do people know and trust you?
YES NO
Add to sales funnel Brand awareness / reputation
Do people know and trust you?
YES Add to sales funnel
Transaction
Education
Transaction
Transaction
GOAL SETTING CHECKLIST
SMART GOALS:Specific What do you want to achieve?
Measurable How will you know you’ve achieved your goal?
Agreed upon Is everyone on the same page?
Realistic Can this be achieved?
Time based Give yourself a mid point & a deadline
WHAT NEXT?• Visit
teamtwobees.com/resources• Join our Facebook Group
Facebook.com/groups/teamtwobees
• Follow us @teamtwobees on twitter, Instagram and Facebook
• Email us [email protected]
• Set. Your. Goals.
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