Digital Strategy 101

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Once upon a time, digital was a room. Then, much later, with the birth of the web, digital became a marketing channel just like TV, radio, and print. DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 12
Today, thanks to mobile and other connected devices, digital is a persistent layer of our daily lives. All media are now digital and all experiences can be digital now, too. DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 13
Page 1 and 2: DIGITAL STRATEGY 1 1 Brought to you
Page 3 and 4: Find more of my thoughts at: http:/
Page 5 and 6: Got a question? Tweet it with #Digi
Page 7 and 8: A digital strategy is a plan to acc
Page 9 and 10: Plans require a who, what, when, wh
Page 11: A digital strategy is a plan to acc
Page 15 and 16: Mass media was designed so that eve
Page 17 and 18: But while digital has unleashed a n
Page 19 and 20: MARKETING THAT WORKS OUR MISSION MA
Page 21 and 22: And anything we create in digital i
Page 23 and 24: So, well then, let’s try defining
Page 25 and 26: WHAT IS A DIGITAL STRATEGIST? SECTI
Page 27 and 28: Through conducting research and syn
Page 29 and 30: Through briefings and on-going coll
Page 31 and 32: WHAT CORE CONCEPTS SHOULD I KNOW? S
Page 33 and 34: LEVERAGE POINT DEFINITION USE The f
Page 35 and 36: FEEDING CREATIVITY DIGITAL STRATEGY
Page 37 and 38: CATEGORY CONVENTION DEFINITION USE
Page 39 and 40: CONSUMER MOTIVATION DEFINITION USE
Page 41 and 42: MEME DEFINITION USE An idea which i
Page 43 and 44: SOCIAL GRAPH DEFINITION USE A repre
Page 45 and 46: THE DIGITAL TARGET DEFINITION USE I
Page 47 and 48: COMMUNITY DEFINITION USE A group of
Page 49 and 50: SPREADABILITY DEFINITION USE The li
Page 51 and 52: NETWORK EFFECT DEFINITION USE The e
Page 53 and 54: FREYTAG’S PYRAMID DEFINITION USE
Page 55 and 56: UNCERTAINTY DEFINITION USE A fact o
Page 57 and 58: MINIMUM VIABLE CONCEPT DEFINITION U
Page 59 and 60: WHAT DOES A DIGITAL STRATEGIST PROD
Page 61 and 62: THE BRIEF DIGITAL STRATEGY 101, FIR
Page 63 and 64:
KEY QUESTIONS WHEN DEVELOPING THE B
Page 65 and 66:
WHAT’S INSIDE THE IDEA CHARTER Th
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THE CAMPAIGN PLAN WHAT IS IT? A cal
Page 69 and 70:
THE DIGITAL FOOTPRINT WHAT IS IT? A
Page 71 and 72:
THE DIGITAL PLAYBOOK WHAT IS IT? An
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THE BRAND HEALTH CHECK WHAT IS IT?
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WHAT’S INSIDE THE POSITION PAPER
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GOOGLE TRENDS http://www.google.com
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GOOGLE AD PLANNER https://www.googl
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QUANTCAST https://www.quantcast.com
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SPRINGWISE http://www.springwise.co
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COMPFIGHT http://compfight.com/ A v
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BEHAVIOR CHANGE MODEL http://www.be
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PRACTITIONERS ANA ANDJELIC Director
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WRITERS ACADEMICS KEVIN KELLY Senio
Page 93:
SHARING THANK IS CARING. YOU.
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Digital Strategy 101

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