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Digital Strategy Workbook
- 3. Strategy
- 5. The Plan
- 10. HEIST
- 12. DOM COBB
- 13. SAITO
- 14. EXTRACTOR
- 17. BREAK UP THE COMPANY
- 20. INSIGHT
- 22. SUBCONSCIOUS
- 24. “YOUR FATHER DIDN’T WANT YOU TO BE LIKE HIM”
- 25. BE YOUR OWN MAN
- 30. This is the desired outcome. OBJECTIVE We select the highest-value problem from the challenge space. PROBLEM We search for a disruptive truth that can’t be ignored. It demands change. It provides evidence for the strategy. INSIGHT The plan of action that achieves the objective. Built upon true and simple insight. STRATEGY Basic Structure
- 32. MULTI-CHANNEL HUMANFLUID FOCUS+ + +
- 34. Ecosystem
- 37. ECOSYSTEMS CAN BE OVERWHELMING
- 38. The Ecosystem AWARENESS ADVOCACY PURCHASE EXPERIENCE CONSIDERATION Paid Media Shared Media Owned Media Product/ Service • Aided • Unaided • Reach • Desire • Likability • CPM • CPA • Satisfaction • Effort • Promotion • Loyalty • LCV
- 40. ADigital Strategy Defines Interactions fromEvery Business Territory IntoShared Spacewiththe Customer AWARENESS ADVOCACY PURCHASE EXPERIENCE CONSIDERATION Paid Media Shared Media Owned Media Product/ Service
- 41. AUDIENCE TOUCH POINT CHANGE DO FEEL THINK
- 42. Multi-channel, journey-based approach to making services + experiences more competitive. SERVICE DESIGN Develop strong emotional bonds with customers by association of a meaningful purpose and shared values. DigitalStrategy isaSymphony + BRAND STRATEGY + COMMUNICATION PLANNING + CONTENT STRATEGY Architecting a desired communication outcome, across channels, based on the segment and emotional state of customers. Production and operation of multi-media content, across all channels, both evergreen and transient. 1 2 3 4
- 43. EXPERIENCE + SERVICE STRATEGY
- 44. AWARENESS ADVOCACY PURCHASE EXPERIENCE CONSIDERATION Paid Media Shared Media Owned Media Product/ Service
- 45. C A B D E
- 47. Flustered.Skeptical. ENTRY POINT CUSTOMER JOURNEY STEP 1 STEP 2 STEP 3 TOUCH POINTS Web Search X Web Search Y Read Article Read Reviews Visit Website Get Quote Web Search Deals MOTIVATIONS AND NEEDS “I need X.” “What’s the right way to shop for this?” “What’s available to me?” “What’s most important to me?” EMOTIONAL STATE Overwhelmed. Trying to make sense of the space. Seeking expert advice. Evaluate the top options. Understand cost.
- 49. CoreAnatomyof aStrategyStory CURRENT STATE DESIRED STATE SELECTED PROBLEM REQUIRED CHANGE INSIGHT STRATEGY
- 51. BLITZ | 2014 CAPABILITIES | TRUST GAP TRUST GAP The Challenge
- 52. BLITZ | 2014 CAPABILITIES | CONTENT COMMERCE PEP BOOK EPIC WIN!! Making SenseSocial Huddle Plan/Customize In the Park Back at Room Remember VISION 1 GUIDING LIGHTS 2 MOMENTS 3 Vignette Voice Nudge Focus Delight Vignette Vignette + + +
- 53. ServiceDesign orExperienceStrategy OBJECTIVE TERRITORY JOURNEYS NEEDS INFLUENCES INSIGHTSAUDIENCE
- 54. BRAND AS METHOD
- 61. IN BOTH INTERNETWORKED MARKETS AND AMONG INTRANETWORKED EMPLOYEES, PEOPLE ARE SPEAKING TO EACH OTHER IN A POWERFUL NEW WAY. - THE CLUETRAIN MANIFESTO
- 64. Kaiser Permanente Vision Click to edit Master title style Page We will make Thrive a behavior 13 Page Kaiser Permanente Vision by extending our approach to excellent care into the shopping experience. USER JOURNEY DISCOVER EXPLORE ENGAGE COMPARE ENROLL What does KP mean to me? We will provide validation through personalized communications, never asking the same question What plans are best for me? We will provide and justify a clear recommendation guided by information and social connectivity What are my healthcare needs? We will make it easy to find the right plan with self-assessment tools and personalized shopping What is available to me? We will demonstrate the KP difference earlier in the process How do I shop for health care? We will make shopping simpler through helpful guides and plain language information
- 65. Kaiser Permanente Vision Click to edit Master title style Page CLICK TO EDIT MASTER TITLE STYLE Homepage Kaiser Permanente Vision 27 Page
- 66. Kaiser Permanente Vision Click to edit Master title style Page CLICK TO EDIT MASTER TITLE STYLE Thrive Plan Kaiser Permanente Vision 28 Page
- 67. Kaiser Permanente Vision Click to edit Master title style Page CLICK TO EDIT MASTER TITLE STYLE Thrive Plan Kaiser Permanente Vision 29 Page
- 68. Kaiser Permanente Vision Click to edit Master title style Page We are operating in silos and competing for attention from consumers. 33 Page Kaiser Permanente Vision KP SERVICES BRAND REGION SERVICE AREAS LINE OF BUSINESS MEMBER SERVICES I’M KP! I’M KP! I’M KP! I’M KP! I’M KP! I’M KP!
- 69. Kaiser Permanente Vision Click to edit Master title style Page Rather than talking over each other, 34 Page Kaiser Permanente Vision we will find the right time and place in the user journey for each area of our organization to join the conversation. USER JOURNEY DISCOVER EXPLORE ENGAGE COMPARE ENROLL MEMBER SERVICES KP SERVICES BRAND REGION SERVICE AREAS LINE OF BUSINESS MEMBER SERVICES
- 70. BrandStrategy andBehaviors PURPOSE VALUES PERSONALITY BEHAVIORS
- 74. What is TV? Who Do We Love? We Have Next-Level Value What is our positioning? + + vs vs Everything is on. Always. Don’t fix what’s not broken. TV? *binge* Challenges This is where we are vikings. Simple, Easy Free Gateway ~90% ~30% ~10% 70% of all these people would like to “catch up” before a new season of TV starts :)
- 75. New User Journey “Can I watch all of my digital content on my television?” Curious Desire Reduce complexity. “Instant gratification.” “What is it? How does it work?” Anxiety Inspiration Redefine TV. “The last thing you’ll ever need to plug in.” “How will I use the streaming box?” Apprehension Understanding Proof of compatibility. “Everything’s on. Always.” DISCOVERY OPINION CONSIDERATION
- 76. AUDIENCE TOUCH POINT CHANGE DO FEEL THINK
- 77. Ecosystem PRODUCT + SERVICE OWNED CONTENT EARNED MEDIA PAID MEDIA Influence exploration buying satisfaction engagem ent Reduce complexity. Instant gratification. Redefine TV. The Last Thing You’ll Need to Plug In. Proof of Compatibility. Test How You’d Use It. Simple. Powerful. Valuable. Gateway to a World of TV. Yours for a Lifetime. COMPARE CONSIDER OPINION DISCOVERY CABLE CUTTING CALCULATOR Listen and Personalize. Find All of Your Favorite Stuff. PERSONALIZE DEEPEN
- 79. STRATEGYMAIN MESSAGECHANGE CHANNELS AVAILABLE KPI’SCOMM OBJECTIVE
- 80. CONTENT STRATEGY
- 81. AWARENESS ADVOCACY PURCHASE EXPERIENCE CONSIDERATION Paid Media Shared Media Owned Media Product/ Service Massive Competition Between Channels
- 83. AuditandAggregate CHANNEL Facebook CONTENT PROGRAM “What the Fruit?” SUBJECT/TOPIC Ingredients THEME Only the bes Instagram“Out and About” Lifestyle Live Naked YouTube“Live Naked Anthems” Manifesto Live Naked
- 84. AnalyzeandPrioritize TRAFFIC TIME SPENT EARNED REACH ENGAGE- MENT rank Current/Benchmark Values 3 2 5 4 BUSINESS VALUE CUSTOMER VALUE EFFORT Prioritization 2 3 1weight Attributes via Content Analysis MEDIA TYPES TOPIC SPACE COMM OBJECTIVE CONTENT OBJECTIVE EFFICIENCY PREDICTIVE ATTRIBUTES
- 85. WEIGHTED ANALYSIS EVALUATE CONTENT EVERGREEN CONTENT TRANSIENT CONTENT/ PROGRAMS MORE LIKE THIS CREATE NEW FIX IT KILL IT
- 86. AnalyzeandPrioritize TRAFFIC TIME SPENT EARNED REACH ENGAGE- MENT rank Current/Benchmark Values 3 2 5 4 BUSINESS VALUE CUSTOMER VALUE EFFORT Prioritization 2 3 1weight MORE LIKE THIS CREATE NEW FIX IT CREATIVE DEVELOPMENT PROGRAM EXPANSION/ MAINTENANCE DEVELOPMENT + EXPERIMENTATION “QUALITY” “TIME/ COST” “EFFICIENCY”
- 93. ANATOMY OF DIGITAL STRATEGY
- 94. MinimumViable Strategy OBJECTIVE PROBLEM INSIGHT STRATEGY Focus on the desirable outcome in one ecosystem territory. Which, of all the possible problems, is of highest-value to the brand and customer? Find the disruptive truth that, when acted upon, will create the desired change. How have you chosen to reach the objective? What evidence do you have that it is fertile?
- 95. OBJECTIVES (CONTEXT) AUDIENCE NEEDS (BRAND) PURPOSE PERSONALITY DESIRED CHANGE INSIGHTS STRATEGY KPI’S SELECTED PROBLEM SET INFLUENCES ROLES OF CHANNELS ACompleteStrategy Story
- 96. OBJECTIVES (CONTEXT) AUDIENCE NEEDS (BRAND) PURPOSE PERSONALITY DESIRED CHANGE INSIGHTS STRATEGY PROTOTYPE KPI’S PLAN TOUCH POINTS CREATIVE EXECUTIONS COMM OBJECTIVES SELECTED PROBLEM SET INFLUENCES ROLES OF CHANNELS BeaPartnerto CreativeTeams
- 97. OBJECTIVES ECOSYSTEM MAP JOURNEYS AUDIENCE NEEDS BRAND BEHAVIORS PURPOSE TERRITORY ANALYSIS VALUES PERSONALITY DESIRED CHANGE INSIGHTS STRATEGY PROTOTYPE KPI’S PLAN TOUCH POINTS PROGRAMS/ CAMPAIGNS PRODUCTS/ SERVICES NEW JOURNEYS CREATIVE EXECUTIONS PRIORITY ANALYSIS COMM OBJECTIVES SELECTED PROBLEM SET INFLUENCES ROLES OF CHANNELS DigitalStrategyMustBe OperatedandManaged
- 98. THE PROBLEM
- 100. THE SOLUTIONTHE PROBLEM THE MANAGER
- 101. THE SOLUTIONTHE WORKTHE PROBLEM + THE MANAGER
- 102. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM + THE MANAGER
- 103. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM + THE MANAGER
- 104. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM + THE MANAGER INSIGHT
- 105. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM INSIGHT + THE MANAGER
- 106. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM INSIGHT + THE OUTCOME
- 107. THE SOLUTIONTHE WORK THE STRATEGY THE PROBLEM INSIGHT + THE OUTCOME