The document discusses practical digital strategies for impactful change and growth. It defines digital strategy as identifying business opportunities where digital solutions can meet customer needs and developing a vision for how digital solutions can fulfill business and customer needs. It also discusses using data-led strategies to gain insights that will help build and change strategies or create desired actions in target audiences. The document emphasizes audience-participation strategies that empower audiences to take part and get engaged.

1. Practical digital strategies
for impactful change and growth
@TiffanyStJames

2. What do we mean by digital strategy?
• Identifying the business opportunity
where digital delivery can provide solutions
• Identifying the unmet needs of customers
that most closely align with those key
business opportunities
• Developing a vision for how those digital
solutions can fulfil business and
customer needs
• Prioritise the solutions which can deliver
this vision
@TiffanyStJames

3. What’s different about digital strategy?
Objectives
Measure Audit
Optimise
Activity Listening
Opinion and leverage
Channels Audiences
= corporate transparency
@TiffanyStJames

4. Action-orientated strategy
@TiffanyStJames

5. Transtheoretical Behaviour Change
What can you do here
to facilitate action?
Maintenance
Action
Preparation
Contemplation
Pre-contemplation
Source: Prochaska and DiClemente @TiffanyStJames

6. Transtheoretical Behaviour Change
Facilitate
action
Raise Provide
awareness solutions
Combat
disengagement Maintenance
Action
Increase Preparation Reinforce
relevance
Contemplation
Maintain
Pre-contemplation Generate
advocacy
Peer feedback
@TiffanyStJames

7. Data-led strategy
@TiffanyStJames

8. Data-led strategies
@TiffanyStJames

9. Why do we look at the data?
• Brand engagement tracking
• Campaign tracking
• Competitive analysis
• Generating leads
• Improving SEO
• Increasing reach
• Internal communications
• Monitor discussions
• Monitor industry environment
• Real-time conversations
• Reputation anagement
• Research and insight
• Social customer service
• Talent finding
• Thought leadership
Yes, but……
@TiffanyStJames

10. To find the insights
That will
• help us build our strategy
• change our strategy; and
• create an action in our desired audiences
@TiffanyStJames

11. What do you want people to do differently as a
result of your communication?
@TiffanyStJames

12. What are you looking for?
Campaigns
– Quantitative measures
– Qualitative measures
– Risk management
Media monitoring
– Identify key influencers and critics
– Discover signs of lobbying from groups or individuals
– Gauge reaction and interest in other related media coverage
– Risk management – identify issues and be able to respond quickly
Insight and engagement
– Identify rumours, misunderstandings, misinformation
– Audience insight
– Evidence of behaviour change
– Help identify gaps or opportunities for new services or sales opportunities
@TiffanyStJames

13. Insights are most effective when…
Unexpected Create disequilibrium
Change momentum Highlight a USP you can deliver
@TiffanyStJames

14. How do you know you have an insight?
REALITY: RELEVANT:
Does it reflect
something significant
in people’s lives
Is it applicable to the task or issue?
RESONATE: REACTION:
Can we see people acting or
thinking differently as a
result of applying it?
Does it ring true?
@TiffanyStJames

15. Audience-participation strategy
@TiffanyStJames

16. The Pepsi Refresh Project
@TiffanyStJames

17. The Fiesta Movement
@TiffanyStJames

18. User-led
• To enable, empower, excite
• To persuade your audiences to take part
• The offer must be so compelling
• That it creates the desired reaction
• And people get stuck in by the droves
@TiffanyStJames

19. Content with context
40 seconds of twitter mentions
Http://flickr.com/photos/hepwori/5981862741/
@TiffanyStJames

20. @TiffanyStJames

21. Source: Guardian Digital Agency @TiffanyStJames

22. What makes good information design?
Source: http://www.informationisbeautiful.net @TiffanyStJames

23. Saving lives by good comms?
Source: www.cognacsystems.co.uk @TiffanyStJames

24. Carbon Footprint Calculator
Source: Guardian Digital Agency @TiffanyStJames

25. Balance business and customer needs
@TiffanyStJames

26. What are you trying to achieve?
Outputs
• exposure
• visits, referrals, subscribers
• loyalty, web analytics, bounce rates
Outtakes
• message and experience for user,
• satisfaction, change of attitude
Outcomes
• what do you want the user to do?
Source: COI, Interactive Services @TiffanyStJames

27. People capabilities
• Attitude
• Aptitude
• Capability
• Capacity
• New peeps vs training
• Culture
Understand your current talent and their aspirations:
develop or hire people for objective-led purposes
@TiffanyStJames

28. Get the right tools for the job
Define the tools you use by @TiffanyStJames
your objectives

29. Sometimes you’ll need to be two-faced
Be a pedant Love your
for analytics customers
@TiffanyStJames

30. Surprise and delight your customers
@TiffanyStJames

31. Thank you, let’s keep talking…
Tiffany St James
Digital Strategist
tiffany@stimulationltd.co.uk
@tiffanystjames
bit.ly/tiffanyshowreel
slideshare.net/tiffanystjames
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bit.ly/tiffanybio
@TiffanyStJames