Digital Strategy by Tery Spataro

digital strategy:
an approach to understand a brand’s digital positioning, competitors and consumer needs & behavior to achieve a marketing direction for innovation, communication or promotion. - Tery Spataro - @tery

Innovation
The problem solution approached is used to identify a digital direction to fit the needs of consumer/customer from communication and technology perspective.
Measurement
Implementation
Strategy
Innovation || Solution
Research || Insights
Problem Identification

Elevating [WELL KNOWN BRAND] In the Mind of the Consumer
Communications Platform
Communication platform identifies communication objectives , messages, ideas and channels.
BRAND & MESSAGE
PLATFORM
CONSUMER:
CORE IDEA:
What’s the big idea?
LIKING
KNOWLEDGE
AWARENESS
COMMUNICATIONS
OBJECTIVES
In-store
Social Media
Recommend to a Friends
Search
Website
Social Media
Mobile
In-store
Search
E-Newsletter
Social Media
DIGITAL
CHANNEL

Creative Strategy
Means End Chain Conceptual Advertising applied to Digital Strategy to arrive at creative execution.
Meet Addison Dark Chocolate Lover
Opportunities
Reach:
3 pm - Internet Radio, Facebook
Relevance:
Ingredients and health benefits in search, banners, web content and social media.
Show how percent of cocoa, taste, health benefits create happiness and feelings of satisfaction.
Driving Forces:
Self satisfied
Leverage Point:
Feeling Good
Consumer Benefits:
Taste
Message Elements:
Percent of cocoa
Relationships:
Sharing the experience on Facebook, Twitter, and Four Square
Key Message: “Happiness is only a bite away.”

Pillars for Consumer Strategy: Reach, Relevance, Relationships
RELEVANCE
What? When?
What do they need?
What are they looking for?
What do you provide that will entice them to come back?
When do they need you?
RELATIONSHIPS
Who? Why?
Who are they?
Why should they pay attention to you?
Why will they engage with you?
Are you building trust with them?
Why would they go elsewhere?
REACH
Where?
Where are your consumers
Where are they coming from?
Where are they going?

Research

Investigate, Examine, Analyze
Identify the communication objectives
Learn about consumer intent
Examine communication opportunities
Understand positioning
Solve problems
Create big idea
Identify trends

COLLECT
OBSERVE
INSIGHTS
ANALYZE
STRATEGY
Observe – behavior with web, search, social media, mobile, transmedia, games, immersive media
Collect – data from identified digital sources
Analysis – group data similarities in traffic and sentiment across online presence; determine implications of groupings. Highlight trends in behavior.
Insights – examine consumer’s state of mind and identify possible outcomes
Strategy – leverage understandings and outcomes to determine the brand’s digital plan
Methodology

Identify
The research methodology
Analyze brand digitally positioning
Examine competitors
Identify consumers usage of digital within the category
Frame using reach, relevance and relationships

Competitor Analysis
Assessing Strengths & Weaknesses
Drawing from Comparison
Identifying the White Space
Examining the Gaps

Examine Consumer Behavior
I'm going to need a foot massage after yesterday & today. 18 minutes ago by jordanavenger
Observe and record what consumers
say and do, so that brands can:
Understand if communications objectives are reached
Learn if the brand is providing relevant content and messaging
Identify consumer’s intent
Examine theopportunities
Create new ideas
Investigate needs
Day off + foot massage = <3 about 1 hour ago by loonette
If someone would like to give me a foot massage, that would be amazing. I'll provide tea and potentially a biscuit. 8 minutes ago by Emmielouli

Innovation, Communication, Promotion

Innovation
Communication
Promotion

The Digital Strategist
A digital strategist has a way of observing the behavior of the consumer or customer, and examining insights to help tell a story to transform brands. The mission is to create a higher understanding of marketing digitally to meet the needs of the consumer, brand and business through reach, relevance and relationships.

Digital since 1986
On theInternetsince 1989
Bringing Brings to Life Digitally
since 1994
Scientist in mind
Creative in heart
Held leadership positions at top agencies: R/GA, Proof Digital, Ogilvy, Edelman, Wunderman, Blue Dingo, STIR
Providing digital strategies for brands that want to innovate, engage & delight consumers
https://profiles.google.com/109111532858878126168/about
MBA marketing Regis University
BFA Albertus Magnus College
digital strategist, entrepreneur, digital agency executive, author, researcher, behaviorist, investor, adviser, mentor, professor

Stuff I Recently Did
Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare.
The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant.
Heathy Digital - explores who the natural and organic consumer is and identifies their digital behavior.
Community During Crisis– what Governments can learn from the Boulder Community’s usage of Social Media during the Boulder Fire.

Digital Strategy by Tery Spataro

by Tery Spataro on Aug 11, 2011

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Digital Strategy by Tery Spataro — Presentation Transcript