effective digital media strategies-digital media science
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EFFECTIVE DIGITAL MEDIA STRATEGIES
JUNE 2014
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
1
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Situational Analysis
Who Your Digital Customers CURRENTLY are? !
1. How do they interact with the brand 2. The platform/s used 3. Demographic breakdown
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SWOT analysis – what are the strengths, weaknesses, opportunities and threats to the whole organization !
Strength Weakness
Opprtunties Threats
Internal
External
Situational Analysis
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
What are the top DigitalMedia Channels used by key players in your industry/region?
Situational Analysis
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Competitor Analysis
1. List your competitors 2. Find them online 3. Define their activities online 4. Assess their activities 5. How consumers perceive them
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
2
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Online Customer vs. Offline Customer
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Whats Your Online Value Proposition (OVP) 1. Entertain Me 2. Help me do my job 3. Make Me Look Good 4. Help Me Develop 5. Help me Select or use products
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Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Customer Personas
1. Male/Female Split – What is the percentage split?
2. Age profiling – Average age as well as being able to develop categories of age groupings
3. Location/Address details – Percentage of customers who reside in the UK as well as overseas
4. Purchase history – Build up a clearer picture on historical purchases, average order value, trends in brand loyalty, products ordered by size
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Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Customer Personas
5. Method of purchase (e.g. credit card, debit card, cheque)
6. Route to purchase – Were purchases made through a search engine, email newsletter, affiliate website, direct from site or through the call centre, i.e. Mixed-mode
7. Frequency/Recency - Frequency of purchase?
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Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Karim is a 28 yr old professional, renting in Cairo, single and with a high disposable income. He has a keen interest in football and supports a premiership football team. He likes to display his support for his football club by every year, buying the clubs latest replica shirt online.
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
Karim is comfortable in ordering online and
engaging with social media to keep up to date
with the latest football news and football
product launches.
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Know Your Audience
As the World Cup provides the chance to showcase international replica shirts, this provides Company X with the chance to engage with Karim to make an additional purchase of an international replica shirt as well as purchasing his favorite club shirt.
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
3
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Set Objectives
Specific – Are you focusing enough on a specific issue or challenge within the organization? !
Measureable – How do you plan to assess the performance? Will it be monitored through quantitative or qualitative analysis for example? !
Actionable – Will it assist in improving performance if achieved? !
Relevant – Is the issue to be addressed within the domain of the digital marketing team? !
Time-Related – Have you set a specific time period?
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Set Objectives
1. lead Generation 2. Acquisition 3. Engagement 4. Retention 5. Increase Traffic 6. Increase Sales 7. Branding
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Set Objectives
1. Engagement: – Achieve 50% of existing customers to service their online account by July 2015. !
3. Acquisition: – Increase brand visibility within from April 2014 through to July 11th 2015. To be measured through Google analytics. !
5. Engagement: –Increase email frequency from one email per quarter to one email per week from May 1st 2014 through to July 2014.
example objectives
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
4
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Create Media Mix
Online Ads Social Media
SEO Other
Keep a Media Mix Check List
SEM Display SM Ads
Facebook Twitter Blog
Website Email Mobile
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
5
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
What is SOSTAC? Situation Objectives Strategy Tactics Action Control
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SOSTAC for Media MIX
Situation-Social Media-Facebook
1. Do you have a Facebook Presence? 2. What are the Numbers? 3. Where You Stand Among Competitors? 4. How is your Content Performing? 5. How is your Competitor Content Performing?
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SOSTAC for Media MIX
Objectives-Social Media-Facebook
1. Fanbase/Likes Increase 2. Engagement 3. Interaction 4. Fan Loyalty
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SOSTAC for Media MIX
Strategy-Social Media-Facebook
1. What is your Focal Point 2. Value Proposition 3. Define Your Online Brand Character 4. Content Type & Breakdown
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SOSTAC for Media MIX
Tactics-Social Media-Facebook
1. Set Your moderation plan 2. Set your posting strategy 3. create your content calendars scheme 4. define your posting patterns
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
SOSTAC for Media MIX
Action-Social Media-Facebook
1. Create your content and engagement Ideas 2. Start designing 3. set the schedule 4. Ready to Implement
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
6
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Create Your Contnet Strategy
1. Tone of Voice 2. Time of Engagement 3. Posting Patterns 4. Key Brand Message 5. Appeal/Execution 6. Product/Service Engagement Weight
Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014
Define key brand messages to grow audience awareness, familiarity and purchase intent
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
7
Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013
1.Situational Analysis
2.Explore Your Target Audience
3.Set Objectives
4.Create your Media Mix
5.Media Mix SOSTAC Planning
6.Build Your Content Strategy
7.Execute
8. Report/Adjust/Repeat
Digital Media Strategy Framework
8