@TiffanyStJames

Practical digital strategies

for impactful change and growth

What do we mean by digital strategy?

• Identifying the business opportunity

where digital delivery can provide solutions

• Identifying the unmet needs of customers

that most closely align with those key

business opportunities

• Developing a vision for how those digital

solutions can fulfil business and

customer needs

• Prioritise the solutions which can deliver

this vision

@TiffanyStJames

Objectives

Audit

Listening

Audiences Channels

Activity

Measure

Optimise

What’s different about digital strategy?

@TiffanyStJames

Opinion and leverage

= corporate transparency

@TiffanyStJames

Action-orientated strategy

Transtheoretical Behaviour Change

Pre-contemplation

Contemplation

Preparation

Action Maintenance

What can you do here

to facilitate action?

@TiffanyStJames Source: Prochaska and DiClemente

Transtheoretical Behaviour Change

Pre-contemplation

Contemplation

Preparation

Action Maintenance

Raise

awareness

Combat

disengagement

Increase

relevance

Provide

solutions

Facilitate

action

Reinforce

Maintain

Generate

advocacy

Peer feedback

@TiffanyStJames

@TiffanyStJames

Data-led strategy

Data-led strategies

@TiffanyStJames

Why do we look at the data?

• Brand engagement tracking

• Campaign tracking

• Competitive analysis

• Generating leads

• Improving SEO

• Increasing reach

• Internal communications

• Monitor discussions

• Monitor industry environment

• Real-time conversations

• Reputation anagement

• Research and insight

• Social customer service

• Talent finding

• Thought leadership

Yes, but……

@TiffanyStJames

That will

• help us build our strategy

• change our strategy; and

• create an action in our desired audiences

To find the insights

@TiffanyStJames

What do you want people to do differently as a

result of your communication?

@TiffanyStJames

What are you looking for?

Campaigns

– Quantitative measures

– Qualitative measures

– Risk management

Media monitoring

– Identify key influencers and critics

– Discover signs of lobbying from groups or individuals

– Gauge reaction and interest in other related media coverage

– Risk management – identify issues and be able to respond quickly

Insight and engagement

– Identify rumours, misunderstandings, misinformation

– Audience insight

– Evidence of behaviour change

– Help identify gaps or opportunities for new services or sales opportunities

@TiffanyStJames

Insights are most effective when…

Unexpected Create disequilibrium

Change momentum Highlight a USP you can deliver

@TiffanyStJames

How do you know you have an insight?

REALITY: Does it reflect

something significant

in people’s lives

RELEVANT:

RESONATE: REACTION:

Is it applicable to the task or issue?

Does it ring true?

@TiffanyStJames

Can we see people acting or

thinking differently as a

result of applying it?

@TiffanyStJames

Audience-participation strategy

The Pepsi Refresh Project

@TiffanyStJames

The Fiesta Movement

@TiffanyStJames

User-led

• To enable, empower, excite

• To persuade your audiences to take part

• The offer must be so compelling

• That it creates the desired reaction

• And people get stuck in by the droves

@TiffanyStJames

@TiffanyStJames

Content with context

40 seconds of twitter mentions

Http://flickr.com/photos/hepwori/5981862741/

@TiffanyStJames

@TiffanyStJames Source: Guardian Digital Agency

What makes good information design?

Source: http://www.informationisbeautiful.net @TiffanyStJames

Saving lives by good comms?

Source: www.cognacsystems.co.uk

@TiffanyStJames

Carbon Footprint Calculator

@TiffanyStJames Source: Guardian Digital Agency

@TiffanyStJames

Balance business and customer needs

What are you trying to achieve?

Outputs

• exposure

• visits, referrals, subscribers

• loyalty, web analytics, bounce rates

Outtakes

• message and experience for user,

• satisfaction, change of attitude

Outcomes

• what do you want the user to do?

@TiffanyStJames Source: COI, Interactive Services

People capabilities

@TiffanyStJames

• Attitude

• Aptitude

• Capability

• Capacity

• New peeps vs training

• Culture

Understand your current talent and their aspirations:

develop or hire people for objective-led purposes

Get the right tools for the job

@TiffanyStJames

Define the tools you use by

your objectives

Sometimes you’ll need to be two-faced

Be a pedant

for analytics Love your

customers

@TiffanyStJames

Surprise and delight your customers

@TiffanyStJames

Thank you, let’s keep talking…

Digital Strategist

Tiffany St James

@TiffanyStJames

bit.ly/tiffanybio

slideshare.net/tiffanystjames

tiffany@stimulationltd.co.uk

@tiffanystjames

bit.ly/tiffanyshowreel

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