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DIGITAL
STRATEGY
,

INSIGHTS
and

TARGET
AUDIENCE
DISCLAIMER

This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making ...
1

WHAT IS A
DIGITAL STRATEGY?
A digital strategy is a plan to
accomplish something with the
benefit of digital tools

ATMAKA
Plan requires a who, what, when, where and how

A digital strategy is a plan to
accomplish something with the
benefit of d...
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
An objective has to be measurable a...
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
What are the benefits?

ATMAKA
analog vs digital

ATMAKA
analog

television

radio

newspaper

I’m the
audience
ATMAKA
analog

I can only watch,
hear or read
ATMAKA
analog

ONE WAY

ATMAKA
digital

phone

tablet

notebook

pc

I’m the
user
ATMAKA
digital

Now I can like,
comment & share
ATMAKA
digital

TWO WAYS

ATMAKA
How about combining
analog + digital?

ATMAKA
ATMAKA
website

mobile
application

tv ad

print ad

ATMAKA
website

tv ad

Never ending brand experiences mobile
application

print ad

ATMAKA
because of:

Explosion of channels
and messages

ATMAKA
we need to be:

Remarkable,
attention-earning and
shareable

ATMAKA
Let’s try defining digital strategy
one more time

ATMAKA
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences,...
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences,...
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences,...
2

WHAT IS A
DIGITAL STRATEGIST?

ATMAKA
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital c...
Through conducting research and synthesizing insights

A digital strategist is the
person who develops and
oversees digita...
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital c...
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital c...
What do we need to become a
digital strategist?

ATMAKA
obsessive
curiosity

+

culture
brand
business
behavior
technology
production
ATMAKA
3

FEEDING
CREATIVITY
INSIGHT
A fresh and true observation that
unlocks creativity

ATMAKA
INSIGHT
A fresh and true observation that
unlocks creativity

ATMAKA
INSIGHT
it comes from three places:
category
conventions

cultural
tensions

consumer
motivations

ATMAKA
category
conventions

cultural
tensions

consumer
motivations

What’s tired, inspired and plain dead in how
competitive br...
category
conventions

cultural
tensions

consumer
motivations

When beliefs held by the target are in conflict with one
ano...
category
conventions

cultural
tensions

consumer
motivations

The biological, emotional, social, and cognitive forces
tha...
SPECTRUM OF MOTIVATIONS

PHYSIOLOGICAL
NEEDS

PERSONAL
SAFETY

PERSONAL
KNOWLEDGE

SOCIAL
ACCEPTANCE

SOCIAL
STATUS

DEFIN...
4

DEFINING
THE TARGET
SOCIAL GRAPH

ATMAKA
SOCIAL GRAPH
A representation of everyone
that’s connected to you online

ATMAKA
SOCIAL GRAPH
A representation of everyone
that’s connected to you online
The mission is to understand how to provoke
indiv...
INTEREST GRAPH

ATMAKA
INTEREST GRAPH
A representation of the interests
that connect you with others
online

ATMAKA
INTEREST GRAPH
A representation of the interests
that connect you with others
online
It is important to know and represent...
mindtalk.com

INTEREST MEET-UP SPACE

ATMAKA
THE DIGITAL TARGET

ATMAKA
THE DIGITAL TARGET
Identifiable and reachable networks of
people which either represent the target
market or influence the ...
COMPARISON
VS.

mass media
target

digital
target

ATMAKA
COMMUNITY

ATMAKA
COMMUNITY
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsi...
COMMUNITY
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsi...
COMMUNITY
Common community characteristics:
Holds a shared vision of who they are and the future they want
to build togeth...
INCENTIVES

commerce

content

continuity

VALUE

THE 5 Cs OF
COMMUNITY

connection

RELEVANCE

conversation

EMPOWERMENT
...
kaskus.co.id

THE LARGEST INDONESIAN COMMUNITY

ATMAKA
THANK
YOU
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Digital Strategy, Consumer Insights & Target Audience

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Disclaimer:

This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.

I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.

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Transcript of "Digital Strategy, Consumer Insights & Target Audience"

  1. 1. DIGITAL STRATEGY , INSIGHTS and TARGET AUDIENCE
  2. 2. DISCLAIMER This slide is heavily inspired by Bud Caddell’s Digital Strategy 101. I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience. ATMAKA
  3. 3. 1 WHAT IS A DIGITAL STRATEGY?
  4. 4. A digital strategy is a plan to accomplish something with the benefit of digital tools ATMAKA
  5. 5. Plan requires a who, what, when, where and how A digital strategy is a plan to accomplish something with the benefit of digital tools ATMAKA
  6. 6. A digital strategy is a plan to accomplish something with the benefit of digital tools An objective has to be measurable and actionable ATMAKA
  7. 7. A digital strategy is a plan to accomplish something with the benefit of digital tools What are the benefits? ATMAKA
  8. 8. analog vs digital ATMAKA
  9. 9. analog television radio newspaper I’m the audience ATMAKA
  10. 10. analog I can only watch, hear or read ATMAKA
  11. 11. analog ONE WAY ATMAKA
  12. 12. digital phone tablet notebook pc I’m the user ATMAKA
  13. 13. digital Now I can like, comment & share ATMAKA
  14. 14. digital TWO WAYS ATMAKA
  15. 15. How about combining analog + digital? ATMAKA
  16. 16. ATMAKA
  17. 17. website mobile application tv ad print ad ATMAKA
  18. 18. website tv ad Never ending brand experiences mobile application print ad ATMAKA
  19. 19. because of: Explosion of channels and messages ATMAKA
  20. 20. we need to be: Remarkable, attention-earning and shareable ATMAKA
  21. 21. Let’s try defining digital strategy one more time ATMAKA
  22. 22. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
  23. 23. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
  24. 24. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
  25. 25. 2 WHAT IS A DIGITAL STRATEGIST? ATMAKA
  26. 26. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity ATMAKA
  27. 27. Through conducting research and synthesizing insights A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity ATMAKA
  28. 28. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity By monitoring brand health and orchestrating brand campaigns ATMAKA
  29. 29. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity Through briefings and on-going collaboration ATMAKA
  30. 30. What do we need to become a digital strategist? ATMAKA
  31. 31. obsessive curiosity + culture brand business behavior technology production ATMAKA
  32. 32. 3 FEEDING CREATIVITY
  33. 33. INSIGHT A fresh and true observation that unlocks creativity ATMAKA
  34. 34. INSIGHT A fresh and true observation that unlocks creativity ATMAKA
  35. 35. INSIGHT it comes from three places: category conventions cultural tensions consumer motivations ATMAKA
  36. 36. category conventions cultural tensions consumer motivations What’s tired, inspired and plain dead in how competitive brands communicate and behave Help brand to stand-out and be recognized ATMAKA
  37. 37. category conventions cultural tensions consumer motivations When beliefs held by the target are in conflict with one another Brands should communicate their product truths but also take a position in overall culture ATMAKA
  38. 38. category conventions cultural tensions consumer motivations The biological, emotional, social, and cognitive forces that influence behavior Learn motivations that drive behavior ATMAKA
  39. 39. SPECTRUM OF MOTIVATIONS PHYSIOLOGICAL NEEDS PERSONAL SAFETY PERSONAL KNOWLEDGE SOCIAL ACCEPTANCE SOCIAL STATUS DEFINING SELF BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES HUNGER, SLEEP, AIR, DRINK, SHELTER PROTECTION, SECURITY, ORDER, STABILITY SKILLS, TIPS, EXPERTISE, SERVICES, TOOLS NETWORK EFFECTS, SOCIAL CURRENCY POINTS, LEVELS, REWARDS, RECOGNITION IDENTITY, PERSONALIZATION ATMAKA
  40. 40. 4 DEFINING THE TARGET
  41. 41. SOCIAL GRAPH ATMAKA
  42. 42. SOCIAL GRAPH A representation of everyone that’s connected to you online ATMAKA
  43. 43. SOCIAL GRAPH A representation of everyone that’s connected to you online The mission is to understand how to provoke individuals into spreading a message or action through their social graph ATMAKA
  44. 44. INTEREST GRAPH ATMAKA
  45. 45. INTEREST GRAPH A representation of the interests that connect you with others online ATMAKA
  46. 46. INTEREST GRAPH A representation of the interests that connect you with others online It is important to know and represent which interests are most prevalent among groups of consumers and how those interests connect individuals in those groups to others ATMAKA
  47. 47. mindtalk.com INTEREST MEET-UP SPACE ATMAKA
  48. 48. THE DIGITAL TARGET ATMAKA
  49. 49. THE DIGITAL TARGET Identifiable and reachable networks of people which either represent the target market or influence the target in their purchase process ATMAKA
  50. 50. COMPARISON VS. mass media target digital target ATMAKA
  51. 51. COMMUNITY ATMAKA
  52. 52. COMMUNITY A group of interconnected individuals who share a vision for the future and can be defined by insiders and outsiders ATMAKA
  53. 53. COMMUNITY A group of interconnected individuals who share a vision for the future and can be defined by insiders and outsiders Communities are distinct from target demographics and crowds Target group shares a common set of demographics and/or psychographics A crowd shares a common location in time and/or space ATMAKA
  54. 54. COMMUNITY Common community characteristics: Holds a shared vision of who they are and the future they want to build together Members of the community share a yearning for connection Communities are exclusive in some way Typically have an engaged and active leader Share common activities ATMAKA
  55. 55. INCENTIVES commerce content continuity VALUE THE 5 Cs OF COMMUNITY connection RELEVANCE conversation EMPOWERMENT ATMAKA
  56. 56. kaskus.co.id THE LARGEST INDONESIAN COMMUNITY ATMAKA
  57. 57. THANK YOU
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