Digital Strategy 101

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DEFINING THE TARGET DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 42
SOCIAL GRAPH DEFINITION USE A representation of everyone that’s connected to you online EXAMPLE Jack decided to see World War Z this weekend because his friend Sarah commented on her friend’s Facebook post that she was excited to see it. So, Jack’s social graph helped to surface the movie to his attention. With any digital strategy, the mission is to understand how to provoke individuals into spreading a message or action through their social graph. In digital, if you spend $1 to reach 1 person, you’ve failed. The goal is to spend $1 to reach 1 person who then reaches hundreds of their friends on your behalf. DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 43
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 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: MEME DEFINITION USE An idea which i
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
Page 67 and 68: 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
Page 73 and 74: THE BRAND HEALTH CHECK WHAT IS IT?
Page 75 and 76: WHAT’S INSIDE THE POSITION PAPER
Page 77 and 78: GOOGLE TRENDS http://www.google.com
Page 79 and 80: GOOGLE AD PLANNER https://www.googl
Page 81 and 82: QUANTCAST https://www.quantcast.com
Page 83 and 84: SPRINGWISE http://www.springwise.co
Page 85 and 86: COMPFIGHT http://compfight.com/ A v
Page 87 and 88: BEHAVIOR CHANGE MODEL http://www.be
Page 89 and 90: PRACTITIONERS ANA ANDJELIC Director
Page 91 and 92: WRITERS ACADEMICS KEVIN KELLY Senio
Page 93:
SHARING THANK IS CARING. YOU.
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