how to rock digital
DESCRIPTION
Learn how to create an effective investment strategy for digital marketing and truly spread your web on the internet based on the diagnostic framework originally laid out by Avinash Kaushik on his blog Occam's Razor.TRANSCRIPT
![Page 1: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/1.jpg)
How to Rock Digital!
Prepared by
Based on the diagnostic framework laid
out by Avinash Kaushik on Occam’s Razor.
![Page 2: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/2.jpg)
• How to “spread your web” on the internet
• Identify opportunities and gaps
• Create a step-by-step strategy
• & Rock Digital!
What you’ll learn
![Page 3: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/3.jpg)
Here’s How NOT to Rock Digital
![Page 4: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/4.jpg)
Here’s How NOT to Rock Digital
Create a Facebook page
SHOUT at people
& hope they’ll give you
all their money!
![Page 5: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/5.jpg)
Here’s How NOT to Rock Digital
Create a Facebook page
SHOUT at people
& hope they’ll give you
all their money!
![Page 6: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/6.jpg)
If you really want to Rock You got to learn how to…
![Page 7: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/7.jpg)
If you really want to Rock You got to learn how to…
![Page 8: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/8.jpg)
If you really want to Rock You got to learn how to…
Spread Your Web!
![Page 9: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/9.jpg)
Here’s what that looks like
![Page 10: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/10.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
![Page 11: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/11.jpg)
Wait…WHAT?
![Page 12: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/12.jpg)
Let’s break it down!
![Page 13: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/13.jpg)
Own
![Page 14: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/14.jpg)
Own Start with something you own-like your own website!
Don’t put all your eggs in Facebook’s basket! It’s not your basket! With your own website, you control the experience users get And you control all the data! Relying too heavily on platforms you don’t own is a BIG RISK!
![Page 15: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/15.jpg)
Own Start with something you own-like your own website!
Don’t put all your eggs in Facebook’s basket! It’s not your basket! With your own website, you control the experience users get. And you control all the data! Relying too heavily on platforms you don’t own is a BIG RISK!
But don’t just build a pretty
looking website!
![Page 16: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/16.jpg)
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Think about what you want users to do
once they visit your website!
That one big thing-that’s your
Macro Outcome.
Having your own website means you
can have multiple outcomes!
![Page 17: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/17.jpg)
![Page 18: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/18.jpg)
Look! So many outcomes!
![Page 19: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/19.jpg)
Own
![Page 20: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/20.jpg)
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 21: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/21.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 22: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/22.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
This is where all social media platforms come in.
Objective of your rented existence: build a loyal, repeatedly reachable, truly connected-to-your-brand audience.
![Page 23: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/23.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Focus more on Conversations
Less on Shouting
![Page 24: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/24.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Focus more on Conversations
Less on Shouting
It’s “Social Media”, Not TV.
So don’t do TV!
![Page 25: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/25.jpg)
Own
![Page 26: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/26.jpg)
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 27: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/27.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 28: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/28.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
![Page 29: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/29.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
![Page 30: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/30.jpg)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
![Page 31: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/31.jpg)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
![Page 32: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/32.jpg)
This represents what we do with search
(Google/Bing/Youtube)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
This represents what we do with
TV, Newspapers & Radio.
![Page 33: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/33.jpg)
Proactively Capture
(Behavior) Reactively Create
(Demand)
SEARCH DISPLAY + SOCIAL
Strong Intent Lots of Eyeballs
Reaching out to people who have already raised their hands
More like TV. (Partially raised hands visible ,likes, click through)
They have a need/want, what are they searching for?
Use your TV/Radio/Print experience to make RC more powerful
Distribution Structure? Influence Strategy?
![Page 34: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/34.jpg)
Reactively Create
• Is your Display advertising strategy
really being able to Reactively Create
demand?
• Are you truly leveraging all that the
internet has to offer like Yahoo!/
Mommie Blogs/Facebook/Mobile
Applications?
![Page 35: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/35.jpg)
Proactively Capture
• How often you show up in Organic or
Paid listings on Page One when someone
searches for what you have to offer?
• If not, you need to think about investing
in SEO & SEM to proactively capture
your target audience!
![Page 36: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/36.jpg)
How Should you Split Your Budget
Between these Two Buckets?
Conventional Approach- Right to Left
Ideal Approach- Left to Right
Spend the budget you need to take 100% of the
Proactively Capture and then steadily spend rest
of the budget moving from right to left.
![Page 37: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/37.jpg)
Where does Social Media fall?
“Social is unique. There is little need/want or
commercial intent. But we know a bit about the
unique context.
People often proactively raise their hand and
friend/follow/like/+1 our brand.
So we are Reactively Creating with the hope
that when the customer is ready they will
proactively look for our brand.” – Avinash Kaushik.
![Page 38: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/38.jpg)
Own
![Page 39: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/39.jpg)
Own Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 40: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/40.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
![Page 41: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/41.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
![Page 42: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/42.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
SEARCH (Google, Yahoo, Youtube)
![Page 43: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/43.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
![Page 44: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/44.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
![Page 45: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/45.jpg)
Mobile-Friendly Version of Your Website
This has been essential since 2009. If you still don’t have one,
Go and get one!
NOBODY PUTS MOBILE IN THE CORNER
![Page 46: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/46.jpg)
NOBODY PUTS MOBILE IN THE CORNER
Leveraging Mobile Ad Formats and
Extensions
Mobile search is exploding with opportunity since 2012. If you’re
not leveraging it, your mobile strategy is way behind.
![Page 47: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/47.jpg)
NOBODY PUTS MOBILE IN THE CORNER
Go Beyond Mobile Sites and Ads
Future-proof your mobile marketing by conceiving a site/app that is uniquely created to leverage the mobile platform and its capabilities to truly become a part of your target audience’s lives.
![Page 48: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/48.jpg)
Pretty cool huh? Let’s take another look at your web
![Page 49: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/49.jpg)
Own
Rent
Macro outcome
Micro outcome 1 Micro outcome 2 Micro outcome 3 Micro outcome 4
Conversation
Shouting
Proactively Capture
Reactively Create
SEARCH (Google, Yahoo, Youtube)
DISPLAY + SOCIAL (Doubleclick, Facebook, Yahoo)
MOBILE! (2009-2012-2015)
![Page 50: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/50.jpg)
• Serially go through the exercise of mapping your own web.
• Figure out what you do well and what you don’t.
• Identify the solutions & map them out!
![Page 51: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/51.jpg)
If you skip steps….you end up building your digital castle in the air.
![Page 52: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/52.jpg)
If you go through this diagnostic analysis, it will help identify your opportunities, point out
current gaps, and create a much, much better step-by-step digital strategy.
![Page 53: How to Rock Digital](https://reader033.vdocuments.us/reader033/viewer/2022052903/55758abfd8b42ae7708b4a00/html5/thumbnails/53.jpg)
It will take some time to fix
the gaps and truly monetize
the opportunities, but in the
long run you'll win big.
We Fix Marketing. Want us to fix yours? Say [email protected]
w w w . g r o c o d e . c o