Main concepts how to successfully create a digital strategy. This presentation for my educational class, uncovers critical points that everybody needs to pay attention during creation of online strategies.

1. Creating an excellent digital
strategy
By Vladymyr Klykov

2. Types of digital strategies
02www.ikraine.net
Communication
strategy
Digital strategy
Creative
(creative platform and concept,
message, visualization, brand
story, etc )
Content strategy
(Overall strategy)
Media strategy
(what platforms will be used, how much
it will cost)
Social Media
(what you’ll say through social
media channels; tone etc)
SEO, SEM*
(sometimes part of
Media strategy)
ORM* strategy
( sometimes part of
Communication strategy)
Email marketing
strategy
PR strategy
*ORM –Online Reputation management
*SEM –Search Engine Marketing

3. 03
BEFORE
You must know your marketing goals and you must transform them into digital
We need to increase our sales twice and reduce cost per acquisition of
a new costumer by 20%. This marketing goal can be transformed into
digital. – We need two hundred new customers from digital channels
during the next three months and cost per acquisition of each must be
less than 25 dollars.
For example:
Build a new channel of distribution through digital that
includes all types of inbound marketing inventory during the
next three month.
Create a customer support centre on your current web site
and build online reputation management system till the 15th
of December (we must hear our clients)
Other types of goals:
SMART* goals
*SMART – Specific, Measurable, Assignable, Realistic, Time-related. More:
http://en.wikipedia.org/wiki/SMART_criteria

4. 04
AFTER: Part 1
How can we reach these goals?
What do they say about you and your competitors online?
Conduct research on:
What resources do we have now? (technological,
informational, people, budget etc)
Trends on the market
How do your competitors represent on the Internet?
(Website, social networks, video channels, mobile apps…)
Who is your audience? (Age, gender, location, income,
interests, etc)
Where is your target audience? (How we can reach them
through online channels?)

5. After conducting the market research
5
You must know:
How to be on a level with your main competitors
and how to overcome them (channels, usp*,
approach etc)
Main characteristics of your audience
Where your audience is and main patterns of its
behavior on the Internet
What must you do to reach your potentional
costumers and to make your proposition to them
(or to build powerful relationships with them)
How to encourage people to stay with you and
become loyal customers
How many resources do you have? - is it enough?
*USP –Unique Sales Proposition

6. Ok, you know enough about your competitors, especially their online activities. You know many
things about your audience and prospective buyers. You know everything about your product
and resources that you possess. So, you can start planning your digital strategy.
Magic of creation
06www.ikraine.net
AFTER: Part 2

7. Our positioning
Why we are better or why we
differ from our competitors,
censydiam model*
What we say
7
Our creative strategy
Creative concept, promise,
message, tone, executional
guidelines
Examples of content implementation
Content plan, types of content
References on other resources, video, photos
etc
Examples of visuals
*More about censydiam model:
www.slideshare.net/SynovateMR/censydiam-true-colours-5648870

8. Where we say
8www.ikraine.net
How we represent our product online (own media)
8
Corporate web site
Mobile app
Blog
Social pages
Other resources
YouTube, Vimeo,
SlideShare, Visually , etc
Online store
Email marketing

9. 09
Video sharing
Channels of distribution of your content:
Advertisement (List of
systems)
Guest posts (list of
websites)
SEO traffic (SEO strategy)
Traffic from Social
networks, forums, slide
sharing sites (viral
content)
Price aggregators
How will audience know about your product?
Syndicating content on
other resources (list of
resources)
Boards, paid directories,
business listing web sites
Email marketing
Mobile apps (Google
play market, App store)
Press release
submissions
Boards, paid directories,
business listing web
sites

10. 010
For example:
Blog post can be adopted for social network’s post, slide-
share presentation, infographic, part of white paper etc.
www.ikraine.net
System of content distribution
Describe the main patterns of content creation and
its spreading

11. 011
ORM strategy (Online Reputation Management)
We can’t control this channel but we can react fast on any
threats that can appear online
List of websites, social pages and bloggers that are
important for our reputation
Tools that help us automate the process of “mention”
monitoring
Scripts that describe our reaction to any kind of mentions on
the Internet (positive, negative, neutral)
Template of reports
www.ikraine.net

12. 012
How we will measure our success
• Google Analytics
www.ikraine.net
• Clicky
• Piwik.org
•I n-site Analytics
Mobile Analytics
• Mixpanel.com
• Appsflyer.com
• Segment.com
• Flurry.com
• Socialbakers
• Social mention
• Hotsuilt
• Klout
Activities in social networksIn-site Analytics
+ other tools

13. • Web site creation or its adaptation
• Pages in social networks
• Content Production (texts, images, photos,
infographics etc)
• Mobile, web apps
• Specific software, programs, licenses, paid accounts
• Support of your development activities
• Setup of analytics
• Other expenses
Our budget
013
Production User acquisition
• Creation of promo-materials (video, banners,
copywriting etc)
•Marketing budget on each channel of promotion (Media
plans with expected results and KPI)
•Expenses on support of existing accounts and ads
optimization
•Website and social networks support expenses
•Affiliate networks
•Referrals commissions
•Promotion of mobile app
•SEO (buying links, publications, special tools)
•ORM, PR expensesif you have these resources, you need to figure out
how to adapt them better for the current goals with
small expenses

14. • Impressions
• Clicks, CTR
• CPC, CPM, CPL, Cost per
Customer, Cost per Call
etc.
• Site visits
• Downloads
• Leads
• Buyers
Our KPI
We must measure everything what we need*
14www.ikraine.net
In ads SEO ORM, PR Social Networks
Marketin
g
• Organic traffic
• Position of our website by
target keywords in search
engines
• Quantity and quality of
external links
• Cost of SEO promotion etc
*Quantity of KPI and their gist strictly depends on what goals you set up
• Engagement, Reach
•S hares, Likes, Followers
• Comments
• Visits of website
• Sales etc
• New/Returning Clients
• Sales
• Cost per acquisition (what
sales are costing us from
each channel)
• Retention rate
• ROI
• etc
On website
• Visits
• Bounce rate, Frequency,
Returning visitors
• Average session
duration, Page views
• Leads, Buyers, Email
subscribers, Downloads,
Content sharing etc
• Quantity of positive and
negative mentions on the
Internet
• Average time of reaction
on negative customers’
feedback
• Quantity of publications,
quality of resources etc

15. Divide all strategy into several
phases with measurable KPI and
specific deadlines
Set up milestones where you will review
your strategy and optimize it
(!!! or use agile marketing methods and change
your strategy during all process of its existence)
How long you will implement the strategy
(How much time will it take to implement the strategy?)
15www.ikraine.net
Strategy
Make deadlines when you
expect to reach your goals

16. Legal restrictions
Please, before planning your online activities read about possible restrictions on
advertising of your product on the Internet (especially in ads systems, rules in Google
Play and App Store).
16www. ikraine.com
Write terms of using your services, pages in social networks

17. Tips
It is better to do Mediaplans with budgets, KPI by channels and deadlines in an excel
spreadsheet
17www.ikraine.net
Content plan with dates of publications is also better to do in a spreadsheet
Use agile marketing approach for testing channels and messages, if something
doesn’t work - change it at once
Before you create global strategy you can use a testing strategy for one or two
months, the main goal of which is: testing messages, advertisement systems,
potential benefits from collaboration with affiliate networks, etc. This helps you
to be more accurate in creation of global strategy.

18. Get In Touch
Vladymyr Klykov
Online marketing strategist
Blog
Ikraine.netFb.com/VDKlykov

19. THANKS FOR WATCHING THIS PRESENTATION