1. EXPLAIN
Digital
Strategy
TO YOUR MUM

2. She has a tough time explaining
to her friends what I do. I’m a
Digital Strategist. I asked her to
describe my job, she said - “you set
up Facebook ads at a dog-friendly
agency”.
This is my attempt to explain
Digital Strategy to her.
Meet Mum

3. I help to solve
business problems
with digital
things like
websites & Mobile.
So mum,

4. It’s pretty
straightforward
most of the time.
you actually did
it as a mum.

5. Set Client
Goals &
Objectives
Identify
your
audience
Figure out
the problem
Develop a
Strategy
Create
some
tactics
Measure &
optimize
How it’s done

6. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
I have some clients

7. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
So in your case, our family was your client.

8. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
goals
Clients either tell me their goals or I
help to set them. Goals are the things
they want to achieve in a given time.

9. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Your goal was to raise me to
have a good life.

10. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
• Specific actions taken to get to the goals.
• Change the behavior of the audience.
• They are also SMART
Specific Measurable Actionable Realistic Timely
Set Objectives

11. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
When she is:
Laughs
& makes
up her
own
jokes
Has her
own
hobbies
Not
bitching
about
her
school
mates
5 10 15 20
Attends a
University
perhaps yours were...

12. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Establish
Key Performance Indicators
“KPIs”
A list of things that
determine whether
your objectives are
met in the end.

13. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
KPI’s for
a good life:
• Healthy
• Happy
• Safe
• Good self-esteem
• Big bunch of good friends
• Pursue inner talents

14. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Identify Your Target
Audience
Research everything about
who you’re trying to reach
and piece it together in a
profile.
Everything you do from this point on should be
done with this guy in mind.

15. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
So, that’s me!
Demographics
Name | Age | Location
Psychographics
Goals | Motivations | Values
Consumption Patterns
Amount | Sources | Pain
Points
Influences
Who | What | Why
“Tagline”

16. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Figure out the problem
The barriers that could stop you
from achieving your objectives.
This is about your audience’s
problems rather than the
client’s capabilities.
Your main barrier is rebellion
in childhood & adolescence.

17. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
seek audience insights
This is a whole bunch of research about the
motivation & behaviors of the audience
that will shape your strategy. These are
unique and specific to the profile of the
audience you made earlier.

18. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Women in the
family are stubborn
as hell
Powerful girls need
practice in arguing
helpful insights for your
strategy
Girls are prone to
body image issues

19. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
develop a
strategy
This is the framework that gets you from
A to B, all described in a creative idea.

20. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Become the
Northern Star
Guiding my path without
telling me what to do.
Your strategy

21. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Create some tactics
These are all the actions you
need to do in order for the
strategy to come to life.
Including where the
ideas lives & what
form it’s in.
Without tactics, the strategy is just an idea, pretty
spreadsheet or flow-chart.

22. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
some of your tactics
Feed me a
healthy
diet
Take up work
quickly after you
had me in order to
make enough
money.
Move homes so
I can go to a
good school.
Organize a babysitter so I can make
basketball & dance practices when you
were working.

23. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Measure & Optimize

24. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Once you have the tactics down, set
benchmarks for how they perform
towards achieving your KPI’s &
objectives. Keep measuring these and
when you notice things beginning to
deviate, correct them with other
tactics.

25. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
Measuring my success
1. Zero complaints of being bullied
2. Maintaining a healthy body weight
3. My friends aren’t into bad things
4. A good relationship with my younger sister
5. Achieve grade scores high enough to get into university
Keeping track of

26. Set Client Goals & Objectives Identify your audience Develop a Strategy Measure & optimize
When my
basketball coach
wouldn’t let me
play a game
because I was that
semi-retarded at
sport, you had a
word to him and I
got one quarter in
the season.
optimizing your strategy
Breaking up fights
with my sister and
making us be nice
to each other.
Even when she
cleaned up juice
from the floor with
my new jeans so I
threw a hairbrush
in her face.
Organized a
tutor when I was
struggling with
Psychology just
before exams.

27. finished.
Thanks Mum for an
amazing life.