16. Sample Strategy
Goal
Get 100 alumni to
buy tickets for the
charity dinner at the
end of the month.
Insight
Alumni association is
hosting a networking
event next week and
also has access to
1000+ members
across social media.
Strategy
Sponsor alumni
networking event and
include regular
messaging via social
media as part of deal.
17. Four Core Stages to Building And
Running A Digital Strategy
Planning
Evaluation
Actualisation Creation
18. Planning
Audience
(broken down
into key
sgements)
Initial aims and
expected
returns
Brand
background,
present
positioning and
perception
Audience
locations and
value of each
audience
segment against
initial aims
19. Creation
Planning campaign
elements based
upon previous
analysis
Creating key
performance
indicators per
channel and
estimating
expected return
per channel
Design and build
of campaign
elements /
channels
Planning and
establishing
actualisation
routes,
communication
flows and
expectations
20. Actualisation
Building the
engagement
timeline
Engagement w/
audience through
the engagement
loop
Sampling
progress through
a campaign and
optimising the
campaign
message
Recording
information
through each
campaign step
for evaluation
21. Evaluation
Evaluating KPIs
and
achievements
Reviewing
engagement
and unexpected
longer term
benefits
Taking lessons
on board to
build stronger
future
campaigns
Scoring the
strategy and the
benefits it has
given
22. Digital strategy means something
that will change my bottom line in
3-6 months.
Shiv Singh, PepsiCo
32. Measuring Social Media
REACH
• Visits/Views
• Followers/Fans
ENGAGEMENT
• Likes/Retweets
• Comments
ACTION
• Downloads
• Sign-Ups
33. Review
• No excuse for not developing digital strategy
• Strategy: A plan for obtaining a goal based on
the information at hand
• 4 core stages to building strategy: 1) Evaluation
2) Planning 3) Actualisation 4) Creation
• Digital strategy essentials: Content calendar,
cloud computing, project management suite,
inventory, playbook, channel mix, social policy,
education
57. Review
• Next steps: 1) Build an ark 2) Listen &
compare 3) What’s the point 4) Measure
success metrics 5) Analyze your audiences 6)
How will you be human? 7) What’s your one
thing 8) Create a channel plan
• Future of digital: Simple, immediate, social,
integrated, personalized
58. In conclusion, when it comes to
digital strategy, employ the
boldness and improvisation of
Gandalf. But temper that with the
meticulousness and caution of…