1.
DIGITAL
STRATEGY
,
INSIGHTS
and
TARGET
AUDIENCE

2.
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.
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3.
1
WHAT IS A
DIGITAL STRATEGY?

4.
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
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5.
Plan requires a who, what, when, where and how
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
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6.
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
An objective has to be measurable and actionable
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7.
A digital strategy is a plan to
accomplish something with the
benefit of digital tools
What are the benefits?
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8.
analog vs digital
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9.
analog
television
radio
newspaper
I’m the
audience
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10.
analog
I can only watch,
hear or read
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11.
analog
ONE WAY
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12.
digital
phone
tablet
notebook
pc
I’m the
user
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13.
digital
Now I can like,
comment & share
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14.
digital
TWO WAYS
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15.
How about combining
analog + digital?
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16.
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17.
website
mobile
application
tv ad
print ad
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18.
website
tv ad
Never ending brand experiences mobile
application
print ad
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19.
because of:
Explosion of channels
and messages
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20.
we need to be:
Remarkable,
attention-earning and
shareable
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21.
Let’s try defining digital strategy
one more time
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22.
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

23.
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

24.
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

25.
2
WHAT IS A
DIGITAL STRATEGIST?
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26.
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity
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27.
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
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28.
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
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29.
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
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30.
What do we need to become a
digital strategist?
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31.
obsessive
curiosity
+
culture
brand
business
behavior
technology
production
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32.
3
FEEDING
CREATIVITY

33.
INSIGHT
A fresh and true observation that
unlocks creativity
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34.
INSIGHT
A fresh and true observation that
unlocks creativity
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35.
INSIGHT
it comes from three places:
category
conventions
cultural
tensions
consumer
motivations
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36.
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
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37.
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
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38.
category
conventions
cultural
tensions
consumer
motivations
The biological, emotional, social, and cognitive forces
that influence behavior
Learn motivations that drive behavior
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39.
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
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40.
4
DEFINING
THE TARGET

41.
SOCIAL GRAPH
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42.
SOCIAL GRAPH
A representation of everyone
that’s connected to you online
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43.
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
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44.
INTEREST GRAPH
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45.
INTEREST GRAPH
A representation of the interests
that connect you with others
online
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46.
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
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47.
mindtalk.com
INTEREST MEET-UP SPACE
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48.
THE DIGITAL TARGET
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49.
THE DIGITAL TARGET
Identifiable and reachable networks of
people which either represent the target
market or influence the target in their
purchase process
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50.
COMPARISON
VS.
mass media
target
digital
target
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51.
COMMUNITY
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52.
COMMUNITY
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsiders
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53.
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
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54.
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
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55.
INCENTIVES
commerce
content
continuity
VALUE
THE 5 Cs OF
COMMUNITY
connection
RELEVANCE
conversation
EMPOWERMENT
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56.
kaskus.co.id
THE LARGEST INDONESIAN COMMUNITY
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57.
THANK
YOU