Explain Digital Strategy To Your Mum
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  • 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.