DSMT - Defining digital strat

Photo: http://www.flickr.com/photos/neilt/2517652

Digital Strategist’s Mental Toolkit: What is digital strategy?_ Photo: http://www.flickr.com/photos/neilt/2517652

Key points_ What this section will cover: • Definition • Process • The brief Photo: http://www.flickr.com/photos/neilt/2517652

Definition: Digital strategy_ A plan that: a) outlines the unique role that digital takes in a client solution and that guides the subsequent allocation of digital channels to take full advantage of their strengths and, b) establishes proactive situation awareness to evolve and develop strategic actions one step ahead of the client. Photo: http://www.flickr.com/photos/neilt/2517652

Situation awareness_ Situation awareness is the perception of environmental elements with respect to time and/or space, the comprehension of their meaning, and the projection of their status after some variable has changed, such as time Source: Wikipedia Photo: http://www.flickr.com/photos/neilt/2517652

Digital strategy process_ Business Consumer Data Knowledge HypothesisProblem Formulation Planning Measurement Discovery Discovery Discovery Network Generation Photo: http://www.flickr.com/photos/neilt/2517652

1. Problem formulation_ 1. Determine objectives/requirements • Brief from client – written and verbal. Discussion to clarify if required. • If no brief, problem statement session required 2. Isolate problem and challenge • Analyse brief in context of understanding of clients business • Determine if they are asking the right questions • Clearly define the problem to solve Photo: http://www.flickr.com/photos/neilt/2517652

1. Problem formulation (con’t)_ 3. Determine approach • Choose the best approach to develop an answer to the problem Photo: http://www.flickr.com/photos/neilt/2517652

2. Business discovery_ 1. Complete business immersion • Deep dive into the resources and activities required for the client to do business 2. Complete brand immersion • Deep dive into the brand architecture 3. Conduct market analysis/intelligence • Analysis of the market the client is active in 4. Conduct competitive scan • Audit of client business and market activity Photo: http://www.flickr.com/photos/neilt/2517652

2. Business discovery (con’t)_ 5. Create touchpoint map • Mapping all active touchpoints from the clients perspective 6. Consolidate primary and secondary research • Gather any additional research Photo: http://www.flickr.com/photos/neilt/2517652

3. Consumer discovery_ 1. Segmentation review • Review all segmentation efforts and key targets 2. Primary research • Review and analyze all consumer research done by the client 3. Secondary research • Pull together additional secondary research on the target Photo: http://www.flickr.com/photos/neilt/2517652

3. Consumer discovery_ 4. Social listening • Establish a social listening tool to pull current conversations and sentiment Photo: http://www.flickr.com/photos/neilt/2517652

4. Data discovery_ 1. Internal and external analytics • Review all internal and external KPIs, program post- mortems, and business cases • Understand success criteria • Review reporting requirements and protocol 2. Data landscape • Audit all consumer/customer databases for access and fidelity • Document all data collection sources • Determine role and scope of partners if they exist Photo: http://www.flickr.com/photos/neilt/2517652

5. Knowledge network_ 1. Gather salient trends and insights • Work with partners to collect additional inputs 2. Collaboration • Work with partners to ideate and generate hypotheses 3. Co-creation • Work with partners on prototypes and proof-of- concept Photo: http://www.flickr.com/photos/neilt/2517652

6. Hypothesis generation_ 1. Ideation • Use Ideation Toolkit to develop possible solutions to problem statement 2. Prototypes • Model possible options through prototypes • Prototype fidelity determined by experience complexity 3. Triage • Cut solutions to top few and work with client to distill to the one solution to go forward with Photo: http://www.flickr.com/photos/neilt/2517652

7. Planning_ 1. Ideation • Generate a list of possible tactics to bring the hypothesis to life • Define the Role of Digital – a central idea that summarizes the hypothesis 2. Develop plan • Define full touchpoint ecosystem with roles and lifecycles 3. Craft brief • Develop brief for creative and dev team Photo: http://www.flickr.com/photos/neilt/2517652

8. Measurement_ 1. Measurement plan • Outline the full list of metrics to be tracked • Create a baseline for comparison • Develop a scorecard and dashboard as required 2. Tagging and tracking • Work with dev team and partners to ensure accurate and comprehensive tagging Photo: http://www.flickr.com/photos/neilt/2517652

8. Measurement_ 3. Reporting • Report as frequently as required – surface and deep dives as necessary • Create post-mortems with insights for future programs Photo: http://www.flickr.com/photos/neilt/2517652

Deliverables_ • Digital strategy – Summary of research – Role – Touchpoint map – Roadmap • The brief Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ A simpler brief is better to get the ball rolling. Influence the direction once things are in motion – no drive-by brief. Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ Key sections of a brief: • The brand • The product • The challenge to solve • The objectives • The target • The insight • The role Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 1. The brand: A clear statement of the brand positioning and tone – Include attributes Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 2. The product: A list of product claims that differentiate it in the market Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 3. The challenge to solve: A clear problem statement that outlines the issue and the assignment – Includes the desired response/change in consumer behaviour Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 4. The objectives: A list of goals that will allows us to know we have solved the challenge – Be as specific as possible Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 5. The target: A simple description of who we are trying to influence or connect with – Use personas and segmentation with discretion – Include relevant digital behaviours Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 6. The insight: The unique or meaningful tension between the target and the product that informs the role Photo: http://www.flickr.com/photos/neilt/2517652

The brief_ 7. The role: A short phrase that describes how the solution will generate the required change in state for the target Photo: http://www.flickr.com/photos/neilt/2517652

DSMT - Defining digital strat

by Scott Suthren on May 28, 2012

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