Digital Strategy 101

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THE DIGITAL PLAYBOOK DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 70
THE DIGITAL PLAYBOOK WHAT IS IT? An overview of how different digital platforms and tools should be leveraged for distinct groups of customers based on their position in a purchase cycle. WHAT’S INSIDE The Objective: macro brand and business objectives to guide our efforts Leverage Points: specific and actionable measures to overcome in the pursuit of the brand/business objectives The Audiences: distinct groups of consumers, where to find them online, and what key characteristics define them The Purchase Path: how consumers research, purchase, groom, and share our products and how distinct audiences may vary in the process Key Properties: for each owned, earned, or paid platform, the role of the platform in the purchase cycle, what audiences are key, how it should be measured, and any creative/legal guardrails Macro Considerations: how campaigns, news and key initiatives should be distributed across all properties DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 71
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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
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A digital strategy is a plan to acc
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Today, thanks to mobile and other c
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Mass media was designed so that eve
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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
Page 67 and 68: THE CAMPAIGN PLAN WHAT IS IT? A cal
Page 69: THE DIGITAL FOOTPRINT WHAT IS IT? A
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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Digital Strategy 101

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