Creating a Digital Strategy
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Step-by-step process for creating a digital strategy for for-profit or non-profit companies. Includes SEO, social media, branding, mobile and other digital marketing-related topics.
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Creating a Digital Strategy
- 1. Creating a Digital Strategy #DigitalStrategy
- 2. Joe Harrell Director, Digital Strategy harrellj@wnet.org @joeharrellnyc #DigitalStrategy
- 3. Steps for Creating a Strategy 1. Plan and Assess 2. Create and Launch 3. Engage and Cultivate 4. Measure and Evaluate 5. Rinse and Repeat
- 4. About WNET: Our Brands Local Brands: ● WNET ● THIRTEEN ● WLIW ● NJTV ● NYC-ARTS ● MetroFocus ● Treasures of New York ● NJ Today ● Reel 13 ● At the Paley Center ● Driving Jersey ● Tales of the Jersey Shore National Brands: ● PBS ● Nature ● American Masters ● Finding Your Roots ● Great Performances ● Antiques Roadshow ● Masterpiece ● Frontline ● NOVA ● This Old House ● PBS NewsHour
- 5. About WNET: Digital Platforms Websites ● WNET.org ● Thirteen.org ● PBS.org/Nature Mobile ● THIRTEEN Explore iPad App ● Metrofocus & NYC-ARTS iPhone Apps Social Media THIRTEEN/WLIW/NJTV Nature/American Master Email ● THIRTEEN Week ● THIRTEEN Arts Digital Video ● THIRTEEN on YouTube ● Nature on Roku ● Watch.NJTV.org SMS
- 6. WNET’s Digital Services: IEG.WNET.org
- 7. Steps for Creating a Strategy 1. Plan and Assess 2. Create and Launch 3. Engage and Cultivate 4. Measure and Evaluate 5. Rinse and Repeat
- 8. Plan and Assess ● What are your brands? ● What’s your brand architecture?
- 9. Plan and Assess ● What’s your current footprint? ● Competitor assessment ○ Who? ○ Where? ○ What? ● What’s working? ● What’s not working? ● What’s withering on the vine?
- 10. Plan and Assess Who is your audience? ● Primary ● Secondary
- 11. Plan and Assess ● Where is your audience? ○ How do my audience members seek information about my product, service, or brand? ○ What social platforms do they favor? ○ What technology do they use?
- 12. Create and Launch What can you maintain? ● Website ● Social media ● Email ● SMS
- 13. Create and Launch ● What’s your brand story? ○ What sort of emotions does it evoke? ○ What are the key messages? ○ How does the story connect to the emotional needs of my target audience? ○ How will this story incite action?
- 14. Create and Launch ● Design and setup ● Establish KPIs ○ Web ○ Video ○ Social
- 15. Engage and Cultivate ● Integrated engagement calendar ● Consistency of voice and story ● Influencer outreach ● List and follower building ● SEO
- 16. Measure and Evaluate ● Measure everything ● Baseline is crucial ● Getting and listening to feedback ● Measurement tools ● Report and communicate
- 17. Steps for Creating a Strategy 1. Plan and Assess 2. Create and Launch 3. Engage and Cultivate 4. Measure and Evaluate 5. Rinse and Repeat
- 18. Questions?
Editor's Notes
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- 42% of online adults use multiple social networking platforms. For those who use only one social networking site, Facebook is typically—though not always—the platform of choice.
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)
- Facebook: It still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012 Twitter: 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. (Edison research)