Digital Strategy 101
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THE DIGITAL<br />
FOOTPRINT<br />
WHAT IS IT?<br />
A visual map of how and<br />
where a brand lives online,<br />
where target groups<br />
spend time online, and<br />
how these properties are<br />
or are not connected via<br />
brand behavior and<br />
communication<br />
WHAT’S INSIDE<br />
The Hub: where we ultimately want consumers to find us and what we want<br />
them to accomplish while they’re there<br />
Paid Platforms: where the brand purchases impressions or interactions<br />
online<br />
Owned Platforms: digital beachheads that the brand has either built or coopted<br />
and their relative traffic<br />
Earned Media: the current means, volume, sentiment, and substance of<br />
consumer brand mentions<br />
Node Health: visitation, update frequency, interaction levels, audiences, and<br />
interconnectivity<br />
<strong>Digital</strong> Target Behaviors: where ideal consumer targets spend their time<br />
online and what content they are already sharing with others<br />
Planned Content Patterns: what we’ll create, where it will live, and how we<br />
plan for it to be spread<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 69
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