Digital Strategy 101

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Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 2
Find more of my thoughts at: http://whatconsumesme.com http://budcaddell.com ABOUT THE AUTHOR, @Bud_Caddell I’m currently SVP, Director of Invention and Director of Digital Strategy at Deutsch LA. I was listed by Business Insider as the most creative person, under 30, in advertising. Adweek listed me in their top 50 industry professionals of 2012. The Guardian placed me in their 10 digital strategists to watch in 2013. I’ve been earning a paycheck from the web, in one form or another, for the last 17 years. I owe any professional success to the web and to the generous people who have used it to freely share what they know with others. With this presentation, I’m trying to pay back some of that kindness by giving away whatever I know about the relatively young and constantly evolving field of digital strategy. I am by no means an expert, but I have spent several years as an amateur. I hope you find this useful and I hope someday you too feel compelled to share all of your secrets. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 3
Page 1: DIGITAL STRATEGY 1 1 Brought to you
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 and 12: A digital strategy is a plan to acc
Page 13 and 14: Today, thanks to mobile and other c
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
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FREYTAG’S PYRAMID DEFINITION USE
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UNCERTAINTY DEFINITION USE A fact o
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MINIMUM VIABLE CONCEPT DEFINITION U
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WHAT DOES A DIGITAL STRATEGIST PROD
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THE BRIEF DIGITAL STRATEGY 101, FIR
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KEY QUESTIONS WHEN DEVELOPING THE B
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WHAT’S INSIDE THE IDEA CHARTER Th
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THE CAMPAIGN PLAN WHAT IS IT? A cal
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THE DIGITAL FOOTPRINT WHAT IS IT? A
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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
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SHARING THANK IS CARING. YOU.
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