Simply stated, an ecosystem is a set of relationships. A digital ecosystem visually clarifies how your mix of digital channels works together relative to your consumer’s journey. A digital ecosystem is categorized by drivers, hubs and outcomes. It connects all the content experiences that your brand delivers and shows how your consumer gets from one place to another. Most importantly, a digital ecosystem highlights an end game for each effort.

1. [planning template]
Digital Ecosystem

2. Business Goals KPIs
What are you looking to achieve? How will success be measured?
1. 1.
2. 2.
3. 3.

3. Let the user define your ecosystem
Who is our audience? What are their online behaviors?
What does their typical journey What/who influences purchase
look like? decisions?
What attitude or behavior do we What content engages them?
need to change?

4. Current asset/content inventory Value factors: trust, scale,
value, time to market
Paid Owned Earned Shared

5. New assets/content needed
Value factors: trust, scale,
value, time to market
Paid Owned Earned Shared

6. New assets/content needed
Value factors: trust, scale,
value, time to market
Paid Owned Earned Shared

7. Identify your drivers
Digital drivers provide reach. These media might be paid (video,
display, search) earned (user reviews, online conversation) or shared
(where brands invite public participation in content creation).

8. Determine where the drivers drive
Hubs deliver the goods. It might be transactional, informational,
educational or entertaining. Hubs are typically owned (controlled
entirely by the brand, like an ecommerce site) or shared.

9. Specify desired outcomes
Outcomes are the actions you want consumers to take.
Outcomes provide the data you’ll need to understand
what’s working and what isn’t

10. Connect the pathways