Digital Strategy Building

3.1.17 @ Boston University

HelloCurrently: • Strategic Media, Socialyse @ Havas Media • Instructor, General Assembly • Freelancer • Previously: Arnold, Allen & Gerritsen, Hill Holliday

The Golden Rule:There is no “one size fits all” strategy.

There are seven steps.

Branding.• What do you stand for? • How do you want to be seen?

Personas.• Who are you talking to? • What makes them tick? • Where do they spend their time online? • Are there things they love? • What about things they hate?

Challenges.• Who else is doing what you do? • What do people think of your industry in general? • What’s your brand’s current reputation? • Are there environmental factors you can’t control

that contribute to the problem?

Opportunities. • Where do your brand & audience intersect? • What about your audience or brand lends itself to

overcoming a challenge? • What about the world in general helps you combat

an issue? • What resources do you have access to that can help?

Goals.• What are you hoping to get out of your efforts? • What’s realistic?

Tactics.• How are you going to do what you’ve set out to do? • What specific channels will you use? • How will you use them? • What will you put on them? • How will you manage them?

Measurement.• How do you know when you’ve been successful? • How can you contextualize your success against

other marketing efforts?

Digital vs. Brand

As digital strategists,it’s our job to know the ins and outs of how, why & when these channels work — or don’t.

We know that there needs to be a balance of compelling creative & strategic media to drive results.

We operate in real-time.

We know that there needs to be a balance of compelling creative & strategic media to drive results.

We operate in real-time.

We know that there needs to be a balance of compelling creative & strategic media to drive results.

We measurably influence action, not just attention.

We operate in real-time.

We know that there needs to be a balance of compelling creative & strategic media to drive results.

We measurably influence action, not just attention.

We sit at the center of marketing.

Let’s chat through a few examples.

Questions