Digital Strategy 101

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WHAT’S INSIDE THE BRIEF Your Mission: A single sentence that encapsulates the brief for the creative PURPOSE To educate teams on the assignment and to inspire their creativity COMMON MISCONCEPTIONS Briefs should be brief but they should also be exciting, remarkable, and inspiring. There’s no such thing as a perfect brief, only a brief that unleashes directed creativity and those that don’t. teams (completed last) The Situation: a short overview of the conditions that precipitated the assignment and the central business or cultural challenge to overcome The Target: Lead with any desired demographics and psychographics of the product but offer the creatives a host of digitally networked groups that either represent or influence members of this group Your Ammo: Media placements, creative assets, brand properties, and other opportunities that can be leveraged for the assignment Timing & Mandatories: Creative considerations, legal requirements Leverage Points: Different factors to attack in order to influence the situation, seen as a host of creative ways in for the teams Insights: A grab-bag of fresh perspectives fueled by category conventions, cultural tensions, and consumer motivations Inspiration: Comparative/competitive examples of executions related to the challenge DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 62
KEY QUESTIONS WHEN DEVELOPING THE BRIEF DEFINING THE PROBLEM • What’s the measurable business objective we’re trying to achieve? • What are the barriers to reaching that objective? • What resources do we have? (timing, budget, media, partnerships) ESTABLISHING THE BRAND, PRODUCT, OR SERVICE • What’s remarkable about the brand, product, or service in question? • What’s the client’s appetite for augmenting/ adapting/ improving the current product or service? • What’s the brand’s social mission or reason for being? THE PEOPLE FORMERLY KNOWN AS AUDIENCE • Who are we targeting? • What factors are most important to this target when choosing the product or service? • What resources does this target rely on in the purchase process? • What measurable behaviors, online and off, do we want to elicit from our target? • What communities inform, inspire, or influence this target? • What are the shared interests that define these communities? • Where do members of these communities spend time online? • What do these communities need? CULTURAL CONSIDERATIONS • When it comes to advertising conventions in our category, what’s tired and what’s inspired? • What does our target believe about the category? Have these beliefs changed? • What cultural trends are shaping the category? • What's the brand's role in culture? • Is there a cultural tension or enemy to push off of? DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 63
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DIGITAL STRATEGY 1 1 Brought to you
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Find more of my thoughts at: http:/
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Got a question? Tweet it with #Digi
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A digital strategy is a plan to acc
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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
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: THE BRIEF DIGITAL STRATEGY 101, FIR
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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