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DIGITAL
STRATEGY
,

INSIGHTS
and

TARGET
AUDIENCE
DISCLAIMER

This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the
most basic understanding about digital strategy, insights and target audience.

ATMAKA
1

WHAT IS A
DIGITAL STRATEGY?
A digital strategy is a plan to
accomplish something with the
benefit of digital tools

ATMAKA
Plan requires a who, what, when, where and how

A digital strategy is a plan to
accomplish something with the
benefit of digital tools

ATMAKA
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
An objective has to be measurable and actionable

ATMAKA
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
What are the benefits?

ATMAKA
analog vs digital

ATMAKA
analog

television

radio

newspaper

I’m the
audience
ATMAKA
analog

I can only watch,
hear or read
ATMAKA
analog

ONE WAY

ATMAKA
digital

phone

tablet

notebook

pc

I’m the
user
ATMAKA
digital

Now I can like,
comment & share
ATMAKA
digital

TWO WAYS

ATMAKA
How about combining
analog + digital?

ATMAKA
ATMAKA
website

mobile
application

tv ad

print ad

ATMAKA
website

tv ad

Never ending brand experiences mobile
application

print ad

ATMAKA
because of:

Explosion of channels
and messages

ATMAKA
we need to be:

Remarkable,
attention-earning and
shareable

ATMAKA
Let’s try defining digital strategy
one more time

ATMAKA
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences, iterating offerings,
and collecting & activating consumer
relationships in order to accomplish an
actionable and measurable objectives

ATMAKA
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences, iterating offerings,
and collecting & activating consumer
relationships in order to accomplish an
actionable and measurable objectives

ATMAKA
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences, iterating offerings,
and collecting & activating consumer
relationships in order to accomplish an
actionable and measurable objectives

ATMAKA
2

WHAT IS A
DIGITAL STRATEGIST?

ATMAKA
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity
ATMAKA
Through conducting research and synthesizing insights

A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity
ATMAKA
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity
By monitoring brand health and orchestrating
brand campaigns
ATMAKA
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity
Through briefings and on-going collaboration
ATMAKA
What do we need to become a
digital strategist?

ATMAKA
obsessive
curiosity

+

culture
brand
business
behavior
technology
production
ATMAKA
3

FEEDING
CREATIVITY
INSIGHT
A fresh and true observation that
unlocks creativity

ATMAKA
INSIGHT
A fresh and true observation that
unlocks creativity

ATMAKA
INSIGHT
it comes from three places:
category
conventions

cultural
tensions

consumer
motivations

ATMAKA
category
conventions

cultural
tensions

consumer
motivations

What’s tired, inspired and plain dead in how
competitive brands communicate and behave
Help brand to stand-out and be recognized

ATMAKA
category
conventions

cultural
tensions

consumer
motivations

When beliefs held by the target are in conflict with one
another
Brands should communicate their product truths but
also take a position in overall culture

ATMAKA
category
conventions

cultural
tensions

consumer
motivations

The biological, emotional, social, and cognitive forces
that influence behavior
Learn motivations that drive behavior

ATMAKA
SPECTRUM OF MOTIVATIONS

PHYSIOLOGICAL
NEEDS

PERSONAL
SAFETY

PERSONAL
KNOWLEDGE

SOCIAL
ACCEPTANCE

SOCIAL
STATUS

DEFINING
SELF

BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO
AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE
THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES

HUNGER, SLEEP,
AIR, DRINK,
SHELTER

PROTECTION,
SECURITY, ORDER,
STABILITY

SKILLS, TIPS,
EXPERTISE,
SERVICES, TOOLS

NETWORK
EFFECTS, SOCIAL
CURRENCY

POINTS, LEVELS,
REWARDS,
RECOGNITION

IDENTITY,
PERSONALIZATION

ATMAKA
4

DEFINING
THE TARGET
SOCIAL GRAPH

ATMAKA
SOCIAL GRAPH
A representation of everyone
that’s connected to you online

ATMAKA
SOCIAL GRAPH
A representation of everyone
that’s connected to you online
The mission is to understand how to provoke
individuals into spreading a message or action through
their social graph
ATMAKA
INTEREST GRAPH

ATMAKA
INTEREST GRAPH
A representation of the interests
that connect you with others
online

ATMAKA
INTEREST GRAPH
A representation of the interests
that connect you with others
online
It is important to know and represent which interests are
most prevalent among groups of consumers and how those
interests connect individuals in those groups to others
ATMAKA
mindtalk.com

INTEREST MEET-UP SPACE

ATMAKA
THE DIGITAL TARGET

ATMAKA
THE DIGITAL TARGET
Identifiable and reachable networks of
people which either represent the target
market or influence the target in their
purchase process

ATMAKA
COMPARISON
VS.

mass media
target

digital
target

ATMAKA
COMMUNITY

ATMAKA
COMMUNITY
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsiders

ATMAKA
COMMUNITY
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsiders
Communities are distinct from target demographics and crowds
Target group shares a common set of demographics and/or psychographics
A crowd shares a common location in time and/or space
ATMAKA
COMMUNITY
Common community characteristics:
Holds a shared vision of who they are and the future they want
to build together
Members of the community share a yearning for connection
Communities are exclusive in some way
Typically have an engaged and active leader
Share common activities

ATMAKA
INCENTIVES

commerce

content

continuity

VALUE

THE 5 Cs OF
COMMUNITY

connection

RELEVANCE

conversation

EMPOWERMENT
ATMAKA
kaskus.co.id

THE LARGEST INDONESIAN COMMUNITY

ATMAKA
THANK
YOU

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