Digital Strategy - USF Digital Media Course
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Session Three of USF Digital Media course in the Zimmerman School of Advertising and Mass Communication. Session Three - Digital Strategy goes over the basics of strategy and to apply it to digital. Contact me on twitter if you have questions or want to download it: http://www.twitter.com/ericritter
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Digital Strategy - USF Digital Media Course
- 1. USFDigitalMedia.com Instructor: Digital Media Session Three - (Digital) Strategy Eric Ritter | @EricRitter
- 3. USFDigitalMedia.com What is a “Digital Strategist”?
- 4. USFDigitalMedia.com Overview 1.How do we start? 2.Working out the business problem 3.Strategy
- 5. USFDigitalMedia.com 1. HOW DO WE START?
- 6. USFDigitalMedia.com WE NEED 4 KEY THINGS WORK OUT THE STRATEGY
- 7. USFDigitalMedia.com BUT FIRSTLY HERE IS A QUICK INTRO TO STRATEGY
- 9. USFDigitalMedia.com STRATEGY IS A PLAN OF ACTION BASED ON THE INFORMATION AT HAND TO OBTAIN A GOAL WITH YOUR LIMITED RESOURCES
- 10. USFDigitalMedia.com STRATEGY OCCURS WHEN THERE IS NOT A STRAIGHT SOLUTION
- 11. USFDigitalMedia.com IF WE DID HAVE ALL THE RESOURCES TO ANSWER STRAIGHT AWAY, WE WOULDN’T NEED A PLAN OF ACTION WE COULD JUST GO AND DO IT.
- 12. USFDigitalMedia.com IN THE BRIEF WE NEED TO MAKE SURE WE GET TWO IMPORTANT PIECES. WHAT IS THE GOAL AND WHAT ARE THE LIMITED RESOURCES?
- 13. USFDigitalMedia.com 4 KEY ELEMENTS TO START A BRIEF 1. BUSINESS PROBLEM 2. GOAL 3. BUDGET (RESOURCES) 4. TIMING (RESOURCES)
- 14. USFDigitalMedia.com BUSINESS PROBLEM: WHAT IS THE BIGGEST BARRIER TO SUCCESS?
- 15. USFDigitalMedia.com THE GOAL IS THE ANSWER TO THE BUSINESS PROBLEM
- 16. USFDigitalMedia.com MOST COMMON MISTAKE WITH DIGITAL STRATEGY?
- 17. USFDigitalMedia.com MOST COMMON MISTAKE WITH DIGITAL STRATEGY?
- 19. USFDigitalMedia.com LET’S LOOK AT A FAILURE
- 21. USFDigitalMedia.com Create a Facebook page & run Facebook Ads. It will be a smash hit!
- 23. USFDigitalMedia.com MASSIVE FAIL. NO FANS.
- 24. USFDigitalMedia.com THE BUSINESS PROBLEM BETWEEN AN ESTABLISHED AND A NEW BRAND ISN’T THE SAME.
- 25. USFDigitalMedia.com START WITH THE BUSINESS PROBLEM NOT DIGITAL PROBLEM
- 27. USFDigitalMedia.com STRATEGY IS A PLAN OF ACTION BASED ON THE INFORMATION AT HAND TO OBTAIN A GOAL WITH YOUR LIMITED RESOURCES
- 28. USFDigitalMedia.com WHAT ARE YOUR LIMITED RESOURCES?
- 29. USFDigitalMedia.com HOW MUCH TIME DO YOU HAVE?
- 30. USFDigitalMedia.com BUDGET: AT LEAST GET A ROUGH BALLPARK
- 31. USFDigitalMedia.com 4 KEY ELEMENTS TO START A BRIEF 1. BUSINESS PROBLEM 2. GOAL 3. BUDGET 4. TIMING
- 32. USFDigitalMedia.com SOMETIMES A CLIENT DOESN’T KNOW THEIR BUSINESS PROBLEM. YOU NEED TO HELP FIND IT
- 33. USFDigitalMedia.com 2. WORKING OUT THE BUSINESS PROBLEM
- 34. USFDigitalMedia.com SOMETIMES A CLIENT DOESN’T KNOW THEIR BUSINESS PROBLEM. YOU NEED TO HELP FIND IT.
- 35. USFDigitalMedia.com SO YOU NEED TO ASK ONE QUESTION.
- 36. USFDigitalMedia.com WHAT IS STOPPING THEM FROM BEING MORE SUCCESSFUL?
- 37. USFDigitalMedia.com SUCCESS IN BUSINESS IS USUALLY SALES RELATED.
- 38. USFDigitalMedia.com EVERYONE KNOWS THE MARKETING FUNNEL, RIGHT?
- 40. USFDigitalMedia.com THIS IS OUTDATED FOR A DIGITAL WORLD
- 42. Is the major barrier awareness? SEARCH – Are people having a hard time finding the brand? DISCOVERY – Do enough people know about the brand? AWARENESS BARRIER
- 43. Is the problem in the consideration stage? ASSESS – Is there enough information to help people make the decision to buy your product? CONSIDERATION BARRIER
- 44. Is the problem post purchase? CONNECT – Are a number of people buying the product but not advocating it? CONSUME – Is there lost opportunities to connect with your consumers to make them aware of other products? REPEAT PURCHASE & LOYALTY BARRIERS
- 45. USFDigitalMedia.com NEED TO WORK OUT WHERE YOUR BARRIER TO SUCCESS IS.
- 46. USFDigitalMedia.com New Brand Promotion Mooney, 2012 Discovery & Access No one had heard of the brand yet. The barrier is getting people to the discovery and assess stage
- 47. USFDigitalMedia.com Established Brand Mooney, 2012 Connect With and established brand they had a loyal customer base but they didn’t know about new brand launches.
- 49. Guidance on types of products THE FCB GRID
- 50. USFDigitalMedia.com HIGH INVOLVEMENT / THINKING BANKS CONCENTRATE ON SEARCH/ASSESS (INFORMATION)
- 51. USFDigitalMedia.com HIGH INVOLVEMENT / FEELING AUTO BRANDS CONCENTRATE ON ASSESS (CONFER)
- 52. USFDigitalMedia.com LOW INVOLVEMENT / FEELING BRANDS LIKE COCA-COLA CONCENTRATE ON CONNECT/ CONSUME
- 53. USFDigitalMedia.com NEW BRAND NEW BRANDS ARE ALL ABOUT DISCOVERY AND GETTING PEOPLE TO KNOW THEM
- 56. USFDigitalMedia.com STRATEGY IS A PLAN OF ACTION BASED ON THE INFORMATION AT HAND FOR OBTAINING A GOAL WITH YOUR LIMITED RESOURCES
- 59. USFDigitalMedia.com THAT PLAN OF ACTION NEEDS TO BE BROAD AND UNDETAILED
- 60. USFDigitalMedia.com IN DIGITAL THIS IS MORE IMPORTANT
- 63. USFDigitalMedia.com STRATEGY IS BASED ON THE INFORMATION AT HAND
- 64. USFDigitalMedia.com WE WILL HAVE ALL THE INFORMATION AT HAND VIA INSIGHTS MINING
- 65. USFDigitalMedia.com STRATEGY IS ANSWERING A GOAL
- 66. USFDigitalMedia.com WE NEED TO MADE SURE THE GOAL IS ANSWERING THE BUSINESS PROBLEM
- 68. USFDigitalMedia.com TURN THE GOAL INTO A QUESTION AND ANSWER IT
- 69. USFDigitalMedia.com HOW ARE YOU GOING TO REACH THE GOAL?
- 71. USFDigitalMedia.com BUSINESS PROBLEM: THE AD COURSE MARKET IS FLOODED WITH A NUMBER OF OPTIONS
- 72. USFDigitalMedia.com The “Student” Journey Mooney, 2012 Access Everyone knows the Ad Course options. Most people tune out at the assess phase.
- 73. USFDigitalMedia.com BUSINESS PROBLEM: THE AD COURSE MARKET IS FLOODED WITH A NUMBER OF OPTIONS
- 74. USFDigitalMedia.com TURN THE GOAL INTO A HOW QUESTION: HOW CAN I GET PEOPLE TO CONSIDER MY COURSE OVER OTHERS?
- 75. USFDigitalMedia.com INSIGHT: STUDENTS ARE SKEPTICAL OF ADJUNCT INSTRUCTORS, DON’T TRUST THEM.
- 76. USFDigitalMedia.com STRATEGY: ESTABLISH MY POSITIONING AS A TRUSTED SOURCE ON DIGITAL MEDIA.
- 77. USFDigitalMedia.com TACTICAL INSIGHT: DIGITAL OFFERS A NUMBER OF CHANNELS TO VALIDATE YOUR CREDIBILITY.
- 78. USFDigitalMedia.com Tactics: ‣ Guest post on sites students frequent ‣ SlideShare presentation on digital media ‣ Create content about experience working on digital media ‣ Connect all social accounts ‣ Put a video online as an introduction
- 79. USFDigitalMedia.com STRATEGY GIVES YOU A DIRECTION ON WHAT TO DO
- 80. USFDigitalMedia.com NOW ENSURE YOUR ADS (TACTICS) ARE ON STRATEGY.
- 81. USFDigitalMedia.com DO THEY ANSWER: ‘HOW ARE WE GOING TO REACH THE GOAL?’
- 83. USFDigitalMedia.com Today’s 3 Key Takeaways: ‣ Strategy is based on the information at hand. ‣ Strategy is answering a goal. ‣ Strategy is broad, undetailed, and platform agnostic.