To innovate and transform is to create customer value through experiential marketing design delivered at each customer touchpoint where process engineering and methodology enables the reimagination of the customer experience.

1. Building Block Principles
A Guiding Digital Framework 1
1
DESIGNING A DIGITAL FRAMEWORK
VIA PROCESS ENGINEERING
A BUILDING BLOCK APPROACH

2. Building Block Principles
A Guiding Digital Framework 2
Building Block Principles
A Guiding Digital Framework 2
What follows is an extract of defined digital processes taken from
authored documents as re-published in March of 2023 and which can be found
on LinkedIn at linkedin.com/in/danielmckean.
2

3. Building Block Principles
A Guiding Digital Framework 3
Fundamental business change just doesn’t happen.
It is common for transformation journeys to have many starts and fails.
Organizations do not quickly transform overnight.
3

4. Building Block Principles
A Guiding Digital Framework 4
The good news, there remains limitless opportunities
for organizations to continually evolve in their transformation journeys and
to impact business change through a common vision and iterative process
via collective, sustaining collaboration.
4

5. Building Block Principles
A Guiding Digital Framework 5
Building Block Principles
A Guiding Digital Framework 5
For many organizations,
there remains to be an inherent need to rethink
the brand experience…
through the entire customer journey where this,
more often than not, has become the main catalyst for continuing
to refine and optimize Digital initiatives.
5

6. Building Block Principles
A Guiding Digital Framework 6
Building Block Principles
A Guiding Digital Framework 6
From the initial stimulus to the ultimate moment of truth…
the consumer remains at the center of all transformative change.
UMOT > ZMOT: Shared expressions from trusted impressions
Shared experiences affect every moment of truth
Discovery Consideration
to Purchase
Purchase &
Experience
Shared
Experience
Awareness
Stimulus
Zero
Moment
Of Truth
First
Moment
Of Truth
Second
Moment
Of Truth
Ultimate
Moment
Of Truth
source: Altimeter Group
6

7. Building Block Principles
A Guiding Digital Framework 7
Where requisite CHANGE is defined by delivering better
omnichannel brand experiences which benefits the entire organization…
at a holistic business level to get closer to customers
and to better compete in a changing world.
7

8. Building Block Principles
A Guiding Digital Framework 8
Building Block Principles
A Guiding Digital Framework 8
Ultimately leading to greater business growth, profitability and success.
This is the opportunity.
8

9. Building Block Principles
A Guiding Digital Framework 9
Building Block Principles
A Guiding Digital Framework 9
To innovate and transform is to create customer value
through experiential marketing design delivered at each customer touchpoint.
9

10. Building Block Principles
A Guiding Digital Framework 10
Building Block Principles
A Guiding Digital Framework 10
Where process engineering and methodology
enables the innovation and reimagination of the customer experience.
10

11. Building Block Principles
A Guiding Digital Framework 11
Building Block Principles
A Guiding Digital Framework 11
IDEATION
It starts by designing an experiential transformative framework.
11

12. Building Block Principles
A Guiding Digital Framework 12
Building Block Principles
A Guiding Digital Framework 12
12
Where experiential design is activated using a 12-step guiding process roadmap.
12

13. Building Block Principles
A Guiding Digital Framework 13
Building Block Principles
A Guiding Digital Framework 13
Advance
Discovery
Ecosystem
Optimization
Strategic
Directions
Campaign
Planning
Workflow
Alignments
Content
Directions
Team
Collaboration
Data Analytics
& ROI Analysis
Technology
Stacks
Ecosystem
Re-Alignments
Community
Management
Campaign
Execution
ReflectionPoint
Innovation | A Transformational Experiential Process Roadmap.
REPRESENTATION
13

14. Building Block Principles
A Guiding Digital Framework 14
REPRESENTATION
ReflectionPoint
Innovation | Experiential Transformation Marketing Framework.
The Process Roadmap | Marketing Transformation Master Frameworks
Advance
Discovery
Digital
Footprint
Review
Goals &
Objectives
Review
KPI Review
Benchmark
Performance
Audits
Customer
Journey
Mapping
Ecosystem
Optimization
SEO
Alignments
Digital
Landscape
Navigation
Alignments
Content &
Publishing
Alignments
Brand Identity
Alignments
Design &
Architectural
Alignments
Offline
Touchpoint
Integration
Strategic
Directions
Vision, Goals,
Objectives &
KPIs
Target
Personas
Digital
Footprint &
Touchpoints
Brand Story
Branding
Online/Offline
Integration
Content
Production
Publishing
Localization
Mobile
Lead
Generation
Employer
Branding
Milestone
Management
Campaign
Planning
Search Engine
Marketing
Search Engine
Optimization
Paid Media
Experiential
Marketing
Social Media
Marketing
Mobile &
App
Marketing
Email
Marketing
Content
Strategy
Inbound
Marketing
Employer
Brand
Marketing
Workflow
Alignments
Global,
Regional
Alignments
Team
Structures
Team Roles
Corporate
Models
Hub & Spoke
Models
Decentralized
Local Models
Onboarding
& Continued
Learning
Content
Directions
Owned
Earned
Paid
User
Generated
Content
(UGC)
Campaigns &
Promotions
Technology
Stacks
Workflow
Management
Marketing
Automation
Community
Management
CRM & CDP
Lead Mgm’t.
Workflow
Collaboration
Data Mgm’t.
Platforms
Business
Intelligence
(Insights)
Listening &
Monitoring
Web & App
Platforms
Ecosystem
Re-Alignment
ChannelUse
Optimization
Seamless
Integrated
Footprint
Customer
Touchpoints
Alignment
Channel
Content
Optimization
Campaign
Execution
Budget
Alignments
Objective
Oriented
Phased In
Roadmaps &
Timelines
Omnichannel
Brand
Experience
Optimization
Global
Management
Community
Management
Community
Management
Lead
Tracking
Lead
Nurturing
Mobile
Optimization
Web Design
Real-Time
Personalization
Mobile First
Design
App Design
Team
Collaboration
Intra-Office
Global
Management
Inter-
Department
Agencies &
Stakeholders
Planning
Workshops
Workflow
Tools
Data
Analytics
Measurement
& Performance
ROI Analysis
Campaign
Optimization
Reporting
Cycles
Adaptation &
Re-alignment
Iterative
Planning
Cycles
Brand
Management

15. Building Block Principles
A Guiding Digital Framework 15
Building Block Principles
A Guiding Digital Framework 15
15
ENABLING PROCESS
PROCESS ENGINEERING MARKETING DESIGN.
15
Building Block Principles
A Guiding Digital Framework

16. Building Block Principles
A Guiding Digital Framework 16
Building Block Principles
A Guiding Digital Framework 16
“ You can only know where you’re going if you
know where you’ve been.
Legendary historian and documentarian James Burke
16

17. Building Block Principles
A Guiding Digital Framework 17
Building Block Principles
A Guiding Digital Framework 17
ADVANCE DISCOVERY
PROCESS ENGINEERING BUILDING BLOCK.
17
Innovation

18. Building Block Principles
A Guiding Digital Framework 18
Building Block Principles
A Guiding Digital Framework 18
IDEATION
Self assessment is vital for reimagining an experiential experience.
18
Advance Discovery

19. Building Block Principles
A Guiding Digital Framework 19
REPRESENTATION
D
i
s
c
o
v
e
r
y
F
r
a
m
e
w
o
r
k
Digital Footprint &
Integration Review
Campaigning
Review
Benchmark
Performance Audits
Web
SEM|SEO
SMM
Email
Mobile, Apps
& IoT
Paid Media
Content
Lead Generation
Competitive
Landscape
Departmental
Collaboration
Internal Process &
Workflow
Offline / Online
Integration
Online Reputation
Analysis
Existing Goals &
Objectives Review
Existing KPIs
Review
Customer Journey
Mapping
Customer Persona
& Needs Analysis
Reimagining experiential marketing and design
starts with DISCOVERY which is a critical early step
to re-architecting a Digital Transformation effort.
q Reveals what’s broken and what’s not.
q Establishes a performance benchmark to measure
against future ROI.
q Identifies early baseline priority needs within the
current digital ecosystem and as aligned to offline
touchpoints which can be executed against a timeline
in advance of defining strategic directions.
q Provides the insights and intelligence requiredto
architect and optimize strategy, internal process and
executable tactical directions.
ReflectionPoint
Innovation | Advance Discovery Framework.
19
Business Systems
Review
Advance Discovery

20. Building Block Principles
A Guiding Digital Framework 20
ReflectionPoint
Innovation | Advance Discovery Framework.
REPRESENTATION
DiscoveryReview Process AuditInclusion
Digital Footprint (Ecosystem) What are the current digital assets? How are they linked (connected)? Managed and supported?
Existing Goals & Objectives
What are the current goals & objectives driving the digital efforts? Are they mapped to business goals and objectives?
Are they measurable?
Existing KPIs What does success look like? How is it currently being measured? What is the current performance?
Search Engine Optimization (SEO)
Brand and competitive SERP optimization (accessibility, indexability, on-page / off-page optimization, keyword
analysis, link building) for all digital assets
Search Engine Marketing (SEM)
Paid search & display (objectives, campaigns & ad groups, budgets, targeting, bidding, delivery, ad rotation,
keywords, landing pages, device, ad schedules, A/B testing, overall performance).
Social Media Marketing (SMM)
Channel objectives & use, branding, profiles, descriptions, tags, links, practices and trends, content, targeting &
publishing, SEO & web traffic influence, unclaimed properties, KPI metrics, performance.
Email Marketing
Objectives & use, campaign frequencies, content themes, open rates, CTRs, landing pages, opt-in lead gen, list
management.
Mobile Marketing
Objectives & use, cross channel strategic direction, audience profile and needs, responsive designs (web, mobile,
landing pages), SMS/MMS, app use, A/B testing, optimization, KPIs, performance.
Advertising (Digital)
Objectives & use (banner, display, rich media, video, pop-up, mobile, native, social),campaigns & ad groups,
targeting, contextual delivery, media buys, ad rotation and schedules, design, landing pages, device optimization, A/B
testing, ROAS performance.
20
Advance Discovery

21. Building Block Principles
A Guiding Digital Framework 21
REPRESENTATION
DiscoveryReview Process AuditInclusion
Content Marketing
Content assets, strategy, optimization, objective-based use, production process, topics (brand, competitive, industry),
audience needs, re-purposing, re-targeting, performance.
Apps & IoT Objectives & use, strategy, design, development, promotion, in-app engagement, performance – opportunities.
Lead Generation
CRM and CDP platforms, ecosystem integration, and process (lead acquisition, lead nurturing, triggered response,
behavioral tracking, real-time contextual content delivery, lead stage tracking, database segmentation and
management).
Departmental Collaboration
Inter-Departmental input (sales, customer service, HR, IT), information (data) sharing, independent departmental
initiatives / assets, departmental cooperation and support.
Internal Process & Workflow
Staff and agency resources, processes, business systems and technology platforms, internal champions for change,
other stakeholder roles, C-Suite advocate support.
Offline / Online Branding Integration Street level consumer branding tie-ins and integration; sales, customer service, HR tie-ins.
Online Brand Reputation
Competitive landscape benchmark review, online brand amplitude and resonance, discussion topic themes, brand
/product sentiments, levels of customer service and satisfaction, customer engagements and advocacy.
Customer Journey Mapping
Target persona development, online behavior and preference analysis, digital touchpoints (heatmap), multiscreen
behaviors, content needs assessment.
ReflectionPoint
Innovation | Advance Discovery Framework.
21
Advance Discovery

22. Building Block Principles
A Guiding Digital Framework 22
Building Block Principles
A Guiding Digital Framework 22
ECOSYSTEM DESIGNS
PROCESS ENGINEERING BUILDING BLOCK.
22
Innovation

23. Building Block Principles
A Guiding Digital Framework 23
Building Block Principles
A Guiding Digital Framework 23
IDEATION
Re-optimize the digital footprint for experiential marketing.
23
Ecosystems

24. Building Block Principles
A Guiding Digital Framework 24
REPRESENTATION
Social
Media
Ecosystem
Optimization
Framework
SEO Alignments
Keyword
Optimization
Assessability &
Indexability
On-Page / Off-Page
Optimization
Link Building
Visual Branding
Alignments
Online / Offline
Integration
Seamless
Experience
Navigation
Alignments
Footprint Integration
Content
Publishing
Publishing
Alignments
Keyword Density
Headline
Optimization
Publishing Schedules Channel Use
Architectural
Alignments
Mobile
Optimization
Objectives &
Roadmap
Web & Social
Design Flaws
Layout & Click Path
Optimizations
Digital
Properties
As an actionable outcome of the discovery
process, optimizing the digital footprint allows
any renewedtransformation effort to begin on a
solid digital ecosystem foundation to re-align the
benefits to experiential marketing.
q Optimization of the digital footprint provides easier
consumer discovery.
q Aligns common and complementary branding across
all digital assets.
q Begins to implement channel best practices for
content production and publishing.
q Optimizes navigation for better digital consumer
experiences.
q Begins to address architectural and design flaws
across owned digital assets as well as mobile
optimization needs.
ReflectionPoint
Innovation | Digital Footprint Optimization Framework.
24
Ecosystems

25. Building Block Principles
A Guiding Digital Framework 25
Building Block Principles
A Guiding Digital Framework 25
CAMPAIGN DESIGNS
PROCESS ENGINEERING BUILDING BLOCK.
25
Innovation

26. Building Block Principles
A Guiding Digital Framework 26
Building Block Principles
A Guiding Digital Framework 26
IDEATION
Develop an experiential campaign design framework.
26
Campaigns

27. Building Block Principles
A Guiding Digital Framework 27
REPRESENTATION
ReflectionPoint
Innovation | Experiential Design Flow Framework.
Experiential
Campaign
Directions
Framework
Campaign
Objective
Defined
Goals
Aligned
ROI KPIs
Aligned
Campaign
Strategic Plan
Developed
Process&
Methodology
Frameworks
Workflow
Alignments
Geo-Regional
Onboarding
Channel
Touchpoint
Directions
Content & Asset
Directions
Themes &
Campaigns
Production
Publishing
Distribution
Localization
Promotion
Optimization
Engagement &
Conversion
Community
Management
Lead Tracking
Lead Nurturing
Real-Time
Engagement
Personalization
Mobile
Measurement &
Optimization
Planning
Workshops
Adaptation&
Adjustments
Roadmaps
Defined
Milestones
Established
Channel &
Asset Needs
Assessment
Ecosystem
Aligned to
Journey
Mapping
Persona
Touchpoint
Content Needs
Assessment
Brand Story
Guidelines
Online
Offline
Integration
Regional Needs
Assessment &
Integration
Personas
Developed
with Digital
Touchpoint
Heatmaps
Assets
Developed
Technology
Stack Setup
Timelines
Applied
Budgets
Aligned
27
Campaigns

28. Building Block Principles
A Guiding Digital Framework 28
REPRESENTATION
Experiential
Campaign
Framework
Objectives
Budget Allocation
Campaign Planning
Promotions
Special Offers
& Contests
Content Marketing
Loyalty, Rewards &
Incentive Programs
Membership Programs
Community Portals
Engagement Apps
Offline - Commerce,
Special Events
Crowdsourcing
Brand Evangelism
User Generated
Content
Creative Direction &
Campaign Design
Brand Experience
Reinforcement
Execution
Requirements
Channel Selection
Legal & Channel
Compliance
Technology Platforms
Web, App, UX
Development
Publishing &
Process Flow
Resource Allocation
Management &
Maintenance
Data Analytics
Framework
KPI Measurements
Promotion Plan Budget Re-alignment
Execution
Measurement, Analysis &
Optimization Cycles
Adjustments & Adaptation
Reflection Point
Innovation | Strategic Execution Planning Framework.
28
Campaigns

29. Building Block Principles
A Guiding Digital Framework 29
REPRESENTATION
ReflectionPoint
Innovation | Harmonized Audience & Global Alignment Frameworks.
As applicable, persona and localization may
be requiredfor global geography nuances
for select campaign designs which may
further require optimization for experiential
differences. Leading considerations may
include:
q Country, Region, Global localization.
q Persona-focus targeted design.
q Funnel stage considerations.
q Omnichannel touchpoint alignment.
q Journey-based re-alignment for owned assets.
q Multi-level experiential campaign executions.
q Retargeting and Loyalty considerations.
q Optimization based on leading objective KPIs.
Campaign
29
Campaigns

30. Building Block Principles
A Guiding Digital Framework 30
Building Block Principles
A Guiding Digital Framework 30
JOURNEY FLOWS
PROCESS ENGINEERING BUILDING BLOCK.
30
Innovation

31. Building Block Principles
A Guiding Digital Framework 31
Building Block Principles
A Guiding Digital Framework 31
IDEATION
Map the consumer experience to the touchpoint journey.
31
Journey Flows

32. Building Block Principles
A Guiding Digital Framework 32
REPRESENTATION
ReflectionPoint
Innovation | Aligning Customer Journey(s) Framework.
Review past journey analytics and/or conduct new research and analysis to map the current customer journey. Interview
stakeholders for customer insights to identify opportunities and challenges.
Document any differences or nuances between current journeys and changing digital customers. Observe persona traits or
characteristics that are unique to the digital customer, and which influence all customer touchpoints.
Map the ideal sample journey based on touchpoint experiences and consumer behaviors. Organize the journey by channel
and device preferences.
Observe the gaps in journey touchpoints, and where investments are being made and for where they are not being made.
Assess the processes, policies, and systems that impact engagementwith customers at each touchpoint. Pinpoint obstacles
and reimagineand optimize the journey.
Continue to analyze and study the “ultimate customer journey” in time cycle (six-month) periods to continually adapt
marketing investments and to reinforce the customer experience.
32
Journey Flows

33. Building Block Principles
A Guiding Digital Framework 33
Building Block Principles
A Guiding Digital Framework 33
IDEATION
Visually Map and Align the Journey to Touchpoints.
33
Journey Flows

34. Building Block Principles
A Guiding Digital Framework 34
REPRESENTATION
awareness consideration purchase retention advocacy
PR
Radio, TV
Print
Trade Shows
Conferences
Word of Mouth
Display Ads
Email
PPC
Social Ads
Blog
Website
Direct Mail
News / Influencer
3rd Party Sites
Sales Call
Retail
E-Commerce
Community Forum
IM/Chat
Call Center
FAQ
Knowledge Base
Promotions
Blog
Social Networks
Newsletter
Email
Social Media +
Groups / Forums
CTAs
Paid Search
Landing Page
Email
Social Engagements
News Feed Content
Website
ReflectionPoint
Innovation | Customer Journey(s) Mapping Framework.
Visuallymappingeachcustomerjourneytouchpointallowsforclarityastohowcustomersareengagingandinteractingwiththeorganizationand/orbrand.
Visualmappingalso allowsforreflection andanalysisforoptimizingthejourney.
Physical Offline Touchpoints
Digital Touchpoints
34
Journey Flows
A
u
d
i
e
n
c
e
S
e
g
m
e
n
t

35. Building Block Principles
A Guiding Digital Framework 35
Building Block Principles
A Guiding Digital Framework 35
IDEATION
Re-Optimize the Journey to the Brand Value Investments.
35
Journey Flows

36. Building Block Principles
A Guiding Digital Framework 36
REPRESENTATION
Digital Touchpoint Traffic Trust Credibility Influence
Website
Portal
Press | Articles
Paid Media + PPC
Testimonials
Price Comparison
Social + Communities
Online Videos
CTA Offers
Email
Blog
Performance
Dimension
Awareness Consideration
Product
Research
Compare
Solutions
Purchase
Customer
Service
Product
Support
Retention
Learn More
Customer
Relations
Advocacy
High Touchpoint Low Touchpoint
Heatmapscanbeusedtoanalyzeandbetterunderstandhowcustomerstraverseandvaluethemulti-channeltouchpointlandscape. Heatmappingasatool
ensuresoptimizedinvestments,resources,tacticsandcontentarealwaysappliedandleveragedattherighttimesforeachdigitaltouchpoint.
ReflectionPoint
Innovation |Customer Journey(s) Investment Optimization Framework.
36
Journey Flows

37. Building Block Principles
A Guiding Digital Framework 37
Building Block Principles
A Guiding Digital Framework 37
CHANNELS USE
PROCESS ENGINEERING BUILDING BLOCK.
37
Innovation

38. Building Block Principles
A Guiding Digital Framework 38
Building Block Principles
A Guiding Digital Framework 38
IDEATION
Re-Align Digital Channels to the Experiential Journey.
38
Channel Touchpoints

39. Building Block Principles
A Guiding Digital Framework 39
REPRESENTATION
ReflectionPoint
Innovation |Optimized Digital Touchpoint Journey Framework.
Second, Successive, Last Click
Consideration & Purposeful Intent.
First Click
Discovery, Awareness & Interest
First or Successive Click
Awareness, Interest & Consideration.
Second, Successive, Last Click
Consideration & Purposeful Intent
First or Successive Click
Awareness, Interest & Consideration.
Second, Successive, Last Click
Consideration & Purposeful Intent
Direct Display
Email Referral
Social
Search
39
Channel Touchpoints

40. Building Block Principles
A Guiding Digital Framework 40
Building Block Principles
A Guiding Digital Framework 40
IDEATION
Define purpose and use of the owned digital channels footprint.
40
Channel Touchpoints

41. Building Block Principles
A Guiding Digital Framework 41
REPRESENTATION
Websites
brand image
positioning
credibility
trust
confidence
SEO
Portals | Blog
brand image
reputation
building
credibility
trust
WOM
(sharing)
SEO &
backlinking
LinkedIn
brand image
reputation
building
credibility
competitive
differentiation
SEO &
backlinking
Twitter
brand image
reputation
building
awareness
engagement
credibility
consideration
SEO &
backlinking
Facebook
brand image
reputation
building
awareness
engagement
credibility
consideration
SEO &
backlinking
Email
brand image
reputation
building
CTAs &
backlinking
Instagram
brand image
reputation
building
awareness
engagement
credibility
consideration
SEO &
backlinking
YouTube
brand image
reputation
building
credibility
trust
SEO &
backlinking
Channel selection,purpose and use should match channel strengthsand align to target persona engagement preferences
unique for targeted audiencesand for how audiencesuse the channel for targeted community interestsand topics.
ReflectionPoint
Innovation | Experiential Channel Footprint Framework.
41
Channel Touchpoints

42. Building Block Principles
A Guiding Digital Framework 42
Building Block Principles
A Guiding Digital Framework 42
FOOTPRINT
INTEGRATION
PROCESS ENGINEERING BUILDING BLOCK.
42
Innovation

43. Building Block Principles
A Guiding Digital Framework 43
Building Block Principles
A Guiding Digital Framework 43
IDEATION
Visually design and then realign an integrated seamless brand experience.
43
Ecosystem Integration

44. Building Block Principles
A Guiding Digital Framework 44
REPRESENTATION
Reflection Point
Innovation | Experiential Seamless Brand Experience Framework.
44
Seamless
Brand
Experience
Web & Portal
Assets
Social Media
Profiles
Email & SMS
Paid Media
& SEM
Mobile&
Apps
Offline
Engagements
• Content
• Publishing
• Distribution
• Engagement
• Conversion
Campaigns
Budgets
Aligned
STRATEGIC DIRECTION DEFINED
• Measurement
• Optimization
• Workshops
• PlanningCycles
Ecosystem
Alignment
Asset
Development
& Upgrades
Community
Management
Optimized
Content
Distribution
Channel
Journey
Mapping
Lead
Nurturing
Opt-in
Lead Gen
Multi-touch
Alignment
Reach&
Discovery
Preference &
Multiscreen
Managed
Engagement
Efficiencies
Inbound
Marketing
• Brand Story
• Branding Guidelines
• Content Needs
Ecosystem Integration

45. Building Block Principles
A Guiding Digital Framework 45
Building Block Principles
A Guiding Digital Framework 45
IDEATION
Leverage a requisite integrated experiential digital hub experience.
45
Ecosystem Integration

46. Building Block Principles
A Guiding Digital Framework 46
REPRESENTATION
xx
LinkedIn
YouTube
Twitter
xx
Twitter
Face
book
V.me
France
Comms
Info
Incentives
Rewards
Collab.
Hub
Microsi
te
Membership
Microsites
Opt-In
Topic
Microsites
Rewards
Microsite
Product
Service
Microsites
xx
Twitter
Face
book
Twitter
Face
book
You
Tube
Insta-
gram
Corp.
Blog
Snap
Chat
Twitter
Linked
In
Parent
Hub
Website
Localized
Websites &
Touchpoints
Brand or
Product
Portal
Corporate
Social
Profiles
Brand or
Product
Portal
Affiliated
Websites
Gateway
Microsites
Customer
Portals
Special
Interest
Microsites
Campaign
Microsites
Linked navigation
The objectiveis to navigate to any touchpointdestination with a minimal of clicks. Aside from the navigational benefits,
a linked navigational digital footprint makes it easier to discover new content and brand engagementopportunities.
ReflectionPoint
Innovation |Experiential Integrated Digital HubFootprint Framework.
46
Ecosystem Integration

47. Building Block Principles
A Guiding Digital Framework 47
Building Block Principles
A Guiding Digital Framework 47
SEM FRAMEWORK
PROCESS ENGINEERING BUILDING BLOCK.
47
Innovation

48. Building Block Principles
A Guiding Digital Framework 48
Building Block Principles
A Guiding Digital Framework 48
IDEATION
Design the experiential SEM framework.
Search Engine Marketing 48

49. Building Block Principles
A Guiding Digital Framework 49
REPRESENTATION
Brand Conversation
• SHARING
• MENTIONS
• SHARES
• REPOSTS
• REVIEWS
EARNED
MEDIA
• WEB PROPERTIES
• PORTALS / MICROSITES
• MOBILE + APPS
• BLOGS
• SOCIAL MEDIA
• EMAIL + SMS
Brand Experience
OWNED
MEDIA
Brand Awareness
• BANNER ADS
• PAY PER CLICK
• DISPLAY ADS
• RETARGETING
• PAID INFLUENCERS
• PAID CONTENT
PROMOTION
• SOCIAL MEDIA ADS
PAID
MEDIA
SEO & brand content
drive earned media
(sharing) & traffic
More exposure to web
properties is gained
with SEO and PPC
Sharing & engagement
is enhanced with paid promotion
When leveraged together -
owned, earned and paid media create
a comprehensiveSEM strategy
ReflectionPoint
Innovation | Experiential Search Engine Marketing Framework.
Search Engine Marketing 49

50. Building Block Principles
A Guiding Digital Framework 50
Building Block Principles
A Guiding Digital Framework 50
SEO VALIDATION
PROCESS ENGINEERING BUILDING BLOCK.
50
Innovation

51. Building Block Principles
A Guiding Digital Framework 51
IDEATION
Implement an optimized experiential SEO framework.
51
Search Engine Optimization

52. Building Block Principles
A Guiding Digital Framework 52
REPRESENTATION
Search
Engine
Optimization
Framework
SEO Audit
Keyword
Analysis
Brand
Keywords
Competitive
Keywords
Relevance
Competitive
Performance
Long Tail
Keywords
Optimization
Footprint
URLs, Meta Tags,
Meta Data,
Descriptions
Site & Page
Submission
Sitemaps
Content
Siloing
Content
Owned
Publishing
Volume &
Frequency
On-Page
(Web)
Off-Page
(Social)
Mobile
Paid Social Native
Earned Engagements
Advertising PPC Banner Display
Measurement
Continued
Optimization
Analysis
Cycles
Optimization UX
Keyword
Density &
Use
Rich Media
Rich Snippets
Multimedia
Optimization
Employee
Sharing
Link Building
Backlinking
ReflectionPoint
Innovation | Experiential SEO Framework.
52
Search Engine Optimization

53. Building Block Principles
A Guiding Digital Framework 53
DIGITAL PAID MEDIA
PROCESS ENGINEERING BUILDING BLOCK.
53
Innovation

54. Building Block Principles
A Guiding Digital Framework 54
IDEATION
Align paid media to the experiential customer journey.
54
Paid Media

55. Building Block Principles
A Guiding Digital Framework 55
REPRESENTATION
Programmatic
Campaigns
Objectives
Channel Planning
Media Buy
Analysis
Display & Banner
Re-Targeting
Social
Mobile
Search
Rich Media
Native &
Syndicated
Ad Creation
Tracking
Developed
Budget Allocated Campaign Launch A/B Testing
Measure
Performance
Campaign
Adjustments
Accounts Setup
Landing Page
Creation
PPC
Keyword
Campaigns
Objectives
Search Engine
Selection
Keyword Groups
Keyword Research Ad Creation
Landing Page
Creation
Account Setup Campaign Launch A/B Testing
Measure
Performance
Campaign
Adjustments
Budget Allocated
Tracking Installation
ReflectionPoint
Innovation | Experiential Paid Media Framework.
Iterative Optimization Cycles
Iterative Optimization Cycles
55
Paid Media

56. Building Block Principles
A Guiding Digital Framework 56
EMAIL MARKETING
PROCESS ENGINEERING BUILDING BLOCK.
56
Innovation

57. Building Block Principles
A Guiding Digital Framework 57
IDEATION
Leverage multi-touchpoint experiential email frameworks.
57
Email Marketing

58. Building Block Principles
A Guiding Digital Framework 58
REPRESENTATION
Distribution Scheduling
Live Distribution
Email & Web Traffic
Analytics
Measure & Analyze
Optimization
List Management &
Maintenance
Email
Marketing
Framework
Objectives
Brand Experience
Reinforcement
Platform Selection
CRM Integration
Lead Generation
Programs
Opt-in
Promotion
Social Media
Website
Mobile Site
Campaign Execution
Target List Selection
Campaign Design
Campaign Schedules
Managed Frequencies
Budget Allocations
HTML Design &
Production
Multi-Touch
Theme Use
Brand Engagements Site Traffic
Call to Actions Landing Page Offers
Content & Campaign
Promotion
Engagements, Reach,
Traffic, Subscribers
Social Media
Community Building
Engagements, Follower
Growth, Social Sharing
Lead Nurturing
CRM Triggered Lead
Responses
Customer Loyalty &
Advocacy Programs
Rewards, Incentives,
News, Information,
Education
Campaign Planning
Workflow Management
List Management
Target Persona
Segmentation
Target Persona
Content Needs
q Campaign
Segmentation
q Target
Segmentation
q Recipient
Personalization
q Triggered Lead
Responses
q Custom or
Template Formats
q Automated
Device
Optimization
q Social Sharing &
Linking
ReflectionPoint
Innovation | Experiential Email Marketing Framework.
58
Email Marketing

59. Building Block Principles
A Guiding Digital Framework 59
IDEATION
Clearly define the use of experiential email.
59
Email Marketing

60. Building Block Principles
A Guiding Digital Framework 60
REPRESENTATION
ReflectionPoint
Innovation | Experiential Email Distribution and Use Framework.
60
Email Marketing

61. Building Block Principles
A Guiding Digital Framework 61
SOCIAL MEDIA
PROCESS ENGINEERING BUILDING BLOCK.
61
Innovation

62. Building Block Principles
A Guiding Digital Framework 62
IDEATION
Design social media marketing for customer resonance and experiences.
62
Social Media Marketing

63. Building Block Principles
A Guiding Digital Framework 63
REPRESENTATION
Social
Media
Marketing
Framework
Overriding Objectives
Purpose & Use
Target Persona
Channel Mapping
Channel Selection
Facebook
Twitter
YouTube & Vimeo
Instagram & Pinterest
Messaging Networks
Live Streaming
Networks
Popular New
Networks
Business Networking
LinkedIn & Xing
Community Portals
Popular Geo
Networks
Specialty Niche &
Emerging Networks
Target Persona
Content Needs
Product
Information
Community Services
Special Offers
Rewards & Incentives
Membership
Community
Engagement
Customer Voice
Brand & Product
Influence
Brand Experience
Reinforcement
Moments of Truth
Alignment
Channel Purpose
& Use Alignment
Channel Aligned
Content Strategies
Channel
Linking Alignment
Resource & Budget
Allocation
Channel KPIs
Execution
Measurement Cycles
Adjustments &
Adaptation
Budget Alignment
& Optimization
ReflectionPoint
Innovation | Experiential Social Media Marketing Framework.
Social Media Marketing

64. Building Block Principles
A Guiding Digital Framework 64
MOBILE MARKETING
PROCESS ENGINEERING BUILDING BLOCK.
Innovation

65. Building Block Principles
A Guiding Digital Framework 65
IDEATION
Design mobile marketing for experiential touchpoint campaigns.
Mobile Marketing

66. Building Block Principles
A Guiding Digital Framework 66
IDEATION
Use a mobile optimized web design approach.
Mobile Marketing

67. Building Block Principles
A Guiding Digital Framework 67
REPRESENTATION
Mobile Site
Separate version of corporatesite
Separate domain
Usually a scaled-down version of main site
Customize format for mobile, but poor
SEO due to separate domain
More difficult to manage two separate
sites rather than one
Pro: Able to completely custom content
for mobile
Responsive Design
Use same code across desktop and mobile
website versions
Design will automatically format content
for mobile when it’s accessed from a
mobile device
Option is good for SEO because there’s
only one website
Always compatible with the latest mobile
devices
Quick set up but costs are usually higher
than a mobile site costs
Pro: Google-endorsed.SEO-friendly.
Future-prooffor the latest mobile devices
Con: If not done correctly, responsive
design can slow down the mobile version
of the site
Con: Responsivedesign may also require a
site redesign without mobile-specific
content
Dynamic Serving
Determines from where site is being
accessed (mobile, desktop, or tablet), and
it then servesa differentcode depending
on the device
Strong SEO as it keeps the URL the same
while offeringa customized format for the
user’s device
Expensiveto maintain becausenew pages
will need to be coded several times
Pro: Only one URL so dynamic serving is
another SEO-friendly option
Pro: Can include mobile-specificcontent
Con: Dynamic serving sites are tricky to
maintain because every time a new
mobile device comes out, there will be a
need to update the list of user agents to
reflect that new device
Con: Fairly common for desktop and
mobile devices to be served the wrong
code
Eachbrandgrouporbrandassetmaybedifferent. Eachimplementationwould bebasedonuniquetimelines,prioritiesandgoals.
ReflectionPoint
Innovation | Experiential Mobile Design Website Frameworks.
Not Recommended
Mobile Marketing

68. Building Block Principles
A Guiding Digital Framework 68
IDEATION
Leverage mobile across touchpoints for seamless experiences.
Mobile Marketing

69. Building Block Principles
A Guiding Digital Framework 69
REPRESENTATION
ReflectionPoint
Innovation | Experiential Mobile Marketing Framework.
Roadmaps
Resource &
BudgetAllocation
Prioritized
Roll Outs
Manage to
Milestones
App Marketing
Automation
Platform
Selection
Content
Directions
PersonaNeeds
Web (Mobile)
Optimization
Dynamic
Serving
Mobile
Centric
App Centric
Mobile
First Design
Mobile
Optimized Site
Architecture &
Design
Hybrid or Mobile
Centric Content
Target Persona Use Touchpoint Objectives Strategic Directions
Web Assets
Mobile
Optimized
Responsive
Web Design
Seamless Multi-
Touch Experience
Dynamic Mobile
Specific Content
Mobile Apps
Purpose &
Persona Use
Competitive
App Review
Architecture
& Design
Content
Considerations
Engagement
Retention
Lifetime Value
Real-Time
Location
i_Beacons &
Geo-Fencing
App
Development
Incremental
Builds
In-App Experience
Optimization
A/B Testing &
Analytics
Push
Notifications
Measure Mobile
Engagements
Optimize Mobile
Platforms
Mobile Marketing

70. Building Block Principles
A Guiding Digital Framework 70
IDEATION
Leverage mobile apps everywhere value can be delivered.
Mobile Marketing

71. Building Block Principles
A Guiding Digital Framework 71
REPRESENTATION
Owned Content Needs
Paid Media Needs
App
Promotion
Framework
App Store
Submission
App Store
Optimization
Cost Per Download
Analysis
Resource & Budget
Allocation
Active Promotion
Mobile
Advertising
Mobile Search
Social Media Profiles
Social Media
Advertising
Web & Mobile Sites
Email & Customer
Statements
SEO Content
A/B Testing Measurement Optimization
Resource & Budget
Re-alignment
ReflectionPoint
Innovation | Experiential Mobile App Promotion Framework.
Mobile Marketing

72. Building Block Principles
A Guiding Digital Framework 72
CONTENT MARKETING
PROCESS ENGINEERING BUILDING BLOCK.
Innovation

73. Building Block Principles
A Guiding Digital Framework 73
IDEATION
Build experiential content marketing campaign strategies.
Content Marketing

74. Building Block Principles
A Guiding Digital Framework 74
REPRESENTATION
Systems
Platforms
Framework
Process
Data
Analytics
Email
Campaigns
Paid Media
Retargeting
Publishing
Channels
Content
SEM &
SEO
Planning
Marketing
Strategy Brand Story
CONTENT
MARKETING
ReflectionPoint
Innovation | Experiential Content Marketing Framework.
Content Marketing

75. Building Block Principles
A Guiding Digital Framework 75
IDEATION
Clearly articulate the content marketing objectives.
Content Marketing

76. Building Block Principles
A Guiding Digital Framework 76
REPRESENTATION
Package the structure,
framework, process approach to
be replicated and leveraged
across geographies with
corporate guidance and
oversight.
Universally build higher
consumer engagements through
aspiring and sharable
generation-oriented content for
all persona archetypes.
Leverage storytelling content
directions that build lifestyle
experiences which identify with
generational and pet owner
values.
Place emphasis, deliver content
and build experiences on the
most appropriate channels
mapped to regional target
generation appeal and use.
Tightly integrate content
directions with the digital
ecosystem with links to the
physical world to create a
blended, seamless, and holistic
brand experience.
Build web traffic and commerce
to support business goals and
objectives aligned to sales
revenue goals.
ReflectionPoint
Innovation | Experiential Content Strategy Framework.
Overriding Objective
Build a Global, Omnichannel Brand Presence and Experience among target customers using timely, personalized
and contextual content.
Underlying Supporting Objectives
BUILD GREATER
ENGAGEMENTS
& SHAREABILITY
LEVERAGE
EXPERIENTIAL
MARKETING
SUPPORT
BUSINESS GOALS
AND OBJECTIVES
REPLICATE
ACROSS
GEOGRAPHIES
USE CONSUMER
BEHAVIORS
TO BUILD
COMMUNITIES
CREATE
SEAMLESS
CONSUMER
JOURNEYS
1
Content Marketing
2 3 4 5 6

77. Building Block Principles
A Guiding Digital Framework 77
IDEATION
Architect and design a strategic guiding content framework.
Content Marketing

78. Building Block Principles
A Guiding Digital Framework 78
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Strategy Framework.
Hub
and Spoke
Model
Hub
and Spoke
Model
KPI & ROI
Managed
KPI & ROI
Managed
Engineered
Efficiencies
Engineered
Efficiencies
Content
Analysis
Steered
Content
Analysis
Steered
Customer
Journey
Driven
Customer
Journey
Driven
Iterative
Planning
Iterative
Planning
Open
Team
Collaboration
KPI & ROI
Managed
Process
Engineered
Efficiencies
Content
Analysis
Steered
Customer
Journey
Driven
Hub
and Spoke
Model
Iterative
Planning
Cycles
Hub
and Spoke
Model
KPI & ROI
Managed
Engineered
Efficiencies
Content
Analysis
Steered
Customer
Journey
Driven
Iterative
Planning
Open
Team
Collaboration
KPI & ROI
Managed
Process
Engineered
Efficiencies
Content
Analysis
Steered
Customer
Journey
Driven
Hub
and Spoke
Model
Iterative
Planning
Cycles
Content Marketing

79. Building Block Principles
A Guiding Digital Framework 79
IDEATION
Apply an oversight structure to the content framework with process.
Content Marketing

80. Building Block Principles
A Guiding Digital Framework 80
REPRESENTATION
Content Strategy Framework
Planning
(Structure)
Objectives
& Goals
Guiding
Framework
Brand Story
Development
Messaging
Platform
Resource
Planning &
Allocation
Business
Intelligence
Personas
& Content
Mapping
Channel
Mapping
Competitive &
Inspirational
Review
Benchmarking
& Audits
Content
Inventory
Audit
Internal
Performance
Benchmark
Development
(Frameworks)
Strategic
Directions
Campaign &
App Creation
Brand
Promotion
UGC
Events
& Retail
Tie-ins
Content
Creation
Personality,
Style & Voice
Guidelines
Channel,
Media &
Content Mix
Guidelines
Re-Purposing
Guidelines
SEO, CTA &
Landing Page
Guidelines
Performance
Tracking
Channel KPIs
Measurement
Analysis &
Reporting
Program Re-
Alignments
Management
(Process)
Content
Engineering
Workflows
Publishing &
Delivery
Tools &
Platforms
Asset Library
& Archival
System
Hub & Spoke
Implementation
Guide
Content
Distribution
Channel
Selection&
Integration
Paid
Promotion
Governance
(Teams)
Leadership
& Team Roles
Centerof
Excellence
Consortium
Editorial
Board
Content
Leads
Executive
Steering
Committee
Content
Departments
Inter-Agency
Collaboration
Corporate
Oversight
ReflectionPoint
Innovation | Experiential Content Strategy Framework.
Content Marketing

81. Building Block Principles
A Guiding Digital Framework 81
IDEATION
Formalize and leverage oversight via a guiding process framework.
Content Marketing

82. Building Block Principles
A Guiding Digital Framework 82
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Guiding Process Framework.
Planning Phase
Development Phase
Management Phase
Governance Phase
This phase builds the structure, framework and business
intelligence to guide the overall initiative.
As various elements of the planning phase arecompleted,
strategicdirections and guidelines begin to takeshape into
content frameworks.
In the management phase, Content Engineering is applied
to define management and workflow best processes incl.
automation.
In the last phase, team structures including roles and
processes are put into place to govern the execution of the
overall initiative.
Content Marketing

83. Building Block Principles
A Guiding Digital Framework 83
IDEATION
Plan and govern with specific documented guidelines.
Content Marketing

84. Building Block Principles
A Guiding Digital Framework 84
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Strategic Process Framework.
• Objectives are defined for the content marketing initiative
mapped to business objectives and goals.
• A strategic framework is built to guide, manage and govern the
initiative.
• The Brand Story is developed to be a common theme carried
throughout all content development.
• The message platform is reviewed and aligned to key core values
as a guiding instrument for content development.
• Target demographic buyer personas are created to ascertain
interests, likes, affinities, personalities and online preferences
and habits.
• Channel mapping is conducted to align target demographics
to channel use and influence.
• Competitive and inspirational digital content audits are
created to benchmark peer performance, and to discover
deeper insights into the psychographics of targeted
community engagements.
• An internal content inventory audit is conducted to identify
existing digital and physical assets which can be leveraged
into the new initiative.
• A performance benchmark audit is conducted to measure
past performance, and to gather insights into communities
already built.
Planning Phase
This phase builds the structure,framework and business intelligenceto guide the overall initiative.
Content Marketing

85. Building Block Principles
A Guiding Digital Framework 85
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Strategic Process Framework.
• Strategic content directions are defined to govern and steer
content production.
• Personality, style and tone guidelines are developed.
• Channel, media and content mix guidelines are constructed to
define content development and publishing best practices and
directions.
• Content re-use / re-purposing guidelines are developed.
• SEO, CTAs and Landing Pages best practices are outlined and
documented.
• Multi-device, mobile and cross targeting guidelines are
developed and documented.
• Campaign theme and style use guidelines by channel are
documented for Brand Promotions, UGC campaigns, with
added considerations for special events and any 'would be'
retail tie-ins.
• KPIs are identified and mapped to business objectives and
goals using four categories of metrics: consumption metrics,
sharing metrics, lead generation metrics, and sales (e-
commerce) metrics.
• Analysis and reporting templates built. Review cycles
outlined.
• KPI thresholds determined and documented for necessitating
program re-alignments.
Development Phase
As various elements of the planning phase are completed,strategic directionsand guidelines begin to take shape.
Content Marketing

86. Building Block Principles
A Guiding Digital Framework 86
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Strategic Process Framework.
• Workflows and processes will be defined and documented to
deliver maximum organizational efficiencies.
• Publishing tools and platforms will be selected, optimized and
activated.
• Processes for analyzing ongoing content needs based on past KPI
performance will be identified.
• A digital asset library and archival process and system will be
built and activated for worldwide access and use.
• Guidelines will be put into place for best practices to publish and
cross-promote content across channels for tighter digital
integration.
• Guidelines will be defined to govern the use of Paid Content
Promotion based on best practices and per channel use.
• The Hub and Spoke Model implementation guide will be
written and published for promoting the initiative with
country offices. Implementation guide will outline the
content strategy in detail, and provide an easy step-by-step
tutorial for developing and executing regional efforts.
Management Phase
ContentEngineering will be implementedtoo define automation & managementbest processes.
Content Marketing

87. Building Block Principles
A Guiding Digital Framework 87
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Strategic Process Framework.
• CoE (Center of Excellence) is a consortium of experts who
provide strategic leadership and guidance on best practices.
• The Editorial Board or Content Council is a team of content
creators and/or marketing professionals who meet regularly to
align content.
• Content Leads are individuals who editorially or strategically lead
individual content initiatives.
• The Executive Steering Committee is a cross functional strategic
group to provide business oversight across the entire initiative.
• The Content Department / Division is the in-house, country
office (department) or agency group staff creating the
content.
• Inter-Office Corporate Oversight defines the roles and
processes to provide corporate oversight and governance to
independent country office initiatives
• Agency Collaboration defines the roles and processes for
collaboration among stakeholder agencies to ensure content
reinforces a seamless brand experience.
Governance Phase
Organizes Teams, Roles and Processes to Govern the Execution of the Overall Initiative.
Content Marketing

88. Building Block Principles
A Guiding Digital Framework 88
IDEATION
Consider localization and global content needs and management.
Content Marketing

89. Building Block Principles
A Guiding Digital Framework 89
REPRESENTATION
ReflectionPoint
Innovation | Experiential Content Global Needs Framework.
q Corporate activity across its digital
platforms will serve as the benchmark for
global efforts.
q Corporate content productionand use will
be leveraged widely for individual country
use with translation as required.
q The Asset Archival System or Digital Asset
Management System will serve to ensure
country specific digital profiles are
populated with quality, consistent, and
daily content.
q A support structure will provide near real-
time communications to inform global
offices and marketing teams of new best
practices, recommended content themes
and topics, and all relevant initiative re-
alignments.
Content Toolbox
Articles, advertorials, ambassadors,
blogging, branded apps, campaigning,
consumer profiles, UGC and crowd-
sourcing, curation, digital Newsletters, email,
endorsements, images, infographics, interactive tools,
influencer, microsites, mobile applications, mobile
content, news releases, online magazines, podcasts,
print magazines, print newsletters, real-world events,
research & surveys, social content, traditional media,
videos and WOM should all be considered as part of the
tactical toolbox.
Global Tactical Considerations
Content Marketing

90. Building Block Principles
A Guiding Digital Framework 90
IDEATION
Align all content development with the SEO strategy.
Content Marketing

91. Building Block Principles
A Guiding Digital Framework 91
REPRESENTATION
ReflectionPoint
Innovation | Experiential SEO Strategic Content Framework.
SEO Strategy
Original, engaging stories always win. Publishing
stories that people are compelled to share, link to,
and write about is simply the most organic path to
good performing SEO.
Keyword and audience research still matters.
Keywords may be more than the sum of their
phrasing, but content marketers should still use the
available research to help determine optimal
content themes.
Great headlinesare key. Boring headlines don't
build engagements; at the same time, misleading
headlines may build lack of trust. To connect with
audiences in a lasting way, smart headlines tested
and optimized is the best approach.
Better content. More content. Content volume
cannot come at the expense of quality. Content
actually has to provide meaningful insights against a
specific topic or keyword to garner SEO benefit.
Optimize on both the page and platform level.
Meta tags and descriptions help search engines
know what’s on your page. Failing to follow best
practices can sabotage content discovery.
Get inbound links. Even if you’re creating
engaging, original content, it’s still important to
find other ways to get links to your site from
reputable sources. Content delivery (or
distribution) networks can be leveraged to spark
a large volume of traffic.
Social matters to search, in more ways than
one. Although Google and others are non-
committal on the exact role social media plays in
their complex set of considerations, the circle of
influence between social media and search,
including and beyond the traffic it drives, is
indisputable.
Content Marketing

92. Building Block Principles
A Guiding Digital Framework 92
IDEATION
Leverage content for alignment with each digital channel strategy.
Content Marketing

93. Building Block Principles
A Guiding Digital Framework 93
REPRESENTATION
ReflectionPoint
Innovation | Experiential Social Media Strategic Content Framework.
Social Media Strategy
Build a Content Hub. The website or blog should be
a key component of the content marketing strategy
(as well as your social media strategy), as this is
where we will direct followers to forge a deeper
relationships and conduct e-commerce.
Dedicate a content plan for each channel. For each
channel (profile), we need to understand why we
are present, and what content we will deliver.
Plan for each channel. Develop content based on
identifying channel goals, how we want consumers
to engage with us, what is the specific type of
content that will resonate with the channel
audience, the identification of the right tone, and
what the anticipated volume of content will be and
at what publishing cycle to keep followers engaged.
Develop with emphasis on shareability. this is where
the greatest influence can be realized.
Apply adequate resources. Develop a consistent
presence. Having an outdated presence on any
social platform looks far worse that not having a
presence there at all. Before we commit to a
platform, we must make sure we have the
resources to consistently produce content and
engage with followers.
Understand Pay to Play is the norm (especially on
Facebook) and organic reach of content needs to
be supported with paid native advertising.
It's not enough to be social, we have to be
socially involved. Building social relationships
does require an active and purposeful effort to
develop dialogue as a result of that content that
engages followers.
Content Marketing

94. Building Block Principles
A Guiding Digital Framework 94
IDEATION
Continually assess content needs with process and best practices.
Content Marketing

95. Building Block Principles
A Guiding Digital Framework 95
REPRESENTATION
Content
Performance &
AnalyticsInput
NeedsAssessment
Input
Channel Mix Needs
Review
Persona Mix Needs
Review
Content Type Needs
Review
Tabulating &
Cataloging
ReflectionPoint
Innovation | Experiential Content Needs Assessment Framework.
Content Marketing

96. Building Block Principles
A Guiding Digital Framework 96
REPRESENTATION
Ideation
Process
ReflectionPoint
Innovation | Experiential Content Ideation Framework.
Content Marketing

97. Building Block Principles
A Guiding Digital Framework 97
REPRESENTATION
Content
Re-Purposing
ReflectionPoint
Innovation | Experiential Content Re-Purposing Framework.
Content Marketing

98. Building Block Principles
A Guiding Digital Framework 98
IDEATION
Create greater content value with an editorial and distribution processes.
Content Marketing

99. Building Block Principles
A Guiding Digital Framework 99
REPRESENTATION
Content
Production
Routing
ReflectionPoint
Innovation | Experiential Content Editorial Routing Framework.
Content Marketing

100. Building Block Principles
A Guiding Digital Framework 100
REPRESENTATION
Blog Post
Distribution
Example
ReflectionPoint
Innovation | Experiential Content Distribution Framework.
Content Marketing

101. Building Block Principles
A Guiding Digital Framework 101
IDEATION
Apply QA process for oversight, analysis and optimization.
Content Marketing

102. Building Block Principles
A Guiding Digital Framework 102
REPRESENTATION
Weekly
Oversight
Process
The 4-1-1 Rule suggests that you should post four pieces of new content, one repost and one self-serving post. When youfollow this
pattern, you will achieve the ideal ratio of original posts, engagement and self-serving posts.
ReflectionPoint
Innovation | Experiential Content Oversight Framework.
Content Marketing

103. Building Block Principles
A Guiding Digital Framework 103
REPRESENTATION
ReflectionPoint
Innovation |Experiential Content Performance Measurement Framework.
Content Marketing

104. Building Block Principles
A Guiding Digital Framework 104
IDEATION
Do develop inbound responsive experiential marketing campaigns.
Content Marketing

105. Building Block Principles
A Guiding Digital Framework 105
REPRESENTATION
Content
Marketing
Campaign
Framework
Objectives
Brand Experience
Reinforcement
Platform Selection
& Setup
CRM Integration
Content &
Lead Gen Strategy
Ideal Customer
Profiles
Target Persona
Segmentation
Competitor
Analysis
Keyword & PPC
Analysis
Website Readiness
Assessment
Campaign
Planning
Persona
Segments
Campaign Offer
Campaign Timeline
Triggered
Response Lead
Nurturing Rules
Call to Action
Offer
Landing Page
& Email Design
Resource & Budget
Allocation
Social Media
Tactical Plan
Channel Selection
& Use
Content Themes
Call to Action
& Offer Lists
Campaign Cycles &
Frequencies
Defined
Measurement KPIs
Resource & Budget
Allocation Needs
Campaign Execution
Landing Page &
Email Templates
Built
A/B Test Content
Produced
Campaign Launch
Content Offers
Published &
Promoted
A/B Testing &
Optimization
Lead Capture
Lead Tracking
Lead Nurturing
Lead
Classification
Triggered
Responses
Measurement
Optimization
CRM Management
ReflectionPoint
Innovation | Experiential Content Marketing Campaign Framework.
Content Marketing

106. Building Block Principles
A Guiding Digital Framework 106
COMMUNITY
ENGAGEMENT
PROCESS ENGINEERING BUILDING BLOCK.
Innovation

107. Building Block Principles
A Guiding Digital Framework 107
IDEATION
Do monitor the online brand discussion and conversation.
Community Engagement

108. Building Block Principles
A Guiding Digital Framework 108
Building Block Principles
A Guiding Digital Framework 108
ReflectionPoint
Innovation | Social Listening and Monitoring Framework.
q Increase internal knowledge,
discover feedback and unmet
needs of audiences to deliver
experiential brand
engagements.
q Understand brand sentiment.
Maintain pulse of community
brand opinions and feelings.
q Manage and build brand
visibility and reputations.
q Increase and enhance overall
community engagements
and experiences.
(4) Goals of Social Listening
Community Engagement

109. Building Block Principles
A Guiding Digital Framework 109
REPRESENTATION
ReflectionPoint
Innovation | Social Listening and Monitoring Framework.
Methodology & Process
Review Cycles Listening, monitoring and measuring should be conducted in iterative time period cycles benchmarking against baseline time periods.
Analysis Objective The overall objective for the listening program is to continually benchmark, measure and analyze the brand and topical discussion across the digital
landscape – especially among discussions occurring among the general population. It is the goal to be able to collect and leverage insights as value added
intelligence to steer, adapt and optimize the planned content and publishing strategies.
Topic Analysis Inter-related relevant topic categories can be defined across the pet pharmaceutical landscape.
Each topic category would be chosen based on where the topical conversation may appear across the digital landscape without regard to commonly found
semantic nuances that may be used within the overall general population discussion.
Data Collection Data collection and analysis would be guided by applied data filters: e.g. >> chosen time period(s), >> the geography, >> language use, >> the inclusion of
all core digital mainstream and social media outlets. Mainstream Outlets wold include regional and national news outlets, professionaland industry news,
company news, general news outlets, news agencies, and TV and radio digital outlets. Social Media Channel Outlets would include blogs, forums, Twitter,
Facebook, Instagram, other social platforms of significance, video and photo sharing sites, consumer opinion sites and a variety of hosted communities.
Keyword Queries Boolean query logic would be used to build the keyword sets for each of the defined topic categories to enable the platform tool to crawl the web and to
collect the data insights according to API rights associated with each channel outlet.
Measurement &
Analysis
Insights based on both quantitative with qualitative analysis would be collected, and which would be used to measure and analyze conversation amplitudes,
discussion themes, content resonance, reach, influence, and evolving sentiments.
Tool Platforms Various social listening & intelligence gathering platforms exist to manage the requirement.
Community Engagement

110. Building Block Principles
A Guiding Digital Framework 110
IDEATION
Do develop and publish content for community engagement.
Community Engagement

111. Building Block Principles
A Guiding Digital Framework 111
REPRESENTATION
ReflectionPoint
Innovation | Content Marketing Engagement Guidelines.
Content Don'ts
§ Don't neglectto produce content viewers actually
want. Content cannot have influence if it doesn't
identify with the target demographics.
§ Don't overtly sell. Engaging in conversations with
target audiences for the purpose of satisfying
follower needs will lead to greater credibility and
trust.
§ Don’t forget about design. Digital followers are
extremely visually cued and leading the eye to an
attractive post can make a world of difference in
engagements and influence.
§ Don’t think the touchpointjourney is linear.
Content needs to be properly targeted and topically
relevant across a mix of owned, earned, and paid
media to establish many “starting lines” throughout
the journey.
Content Do's
• Do create a documented strategy. The biggest fail
today with content marketing is the absence of a
documented strategy.
• Do leverage ecology modeling and target personas.
Produce a steady stream of experiential content
that identifies with target audiences.
• Do make content social, engaging and shareable. To
overcome awareness problems, content must
produce engagements.
• Do be more strategic with short-form mobile
content. An increasing mobile audience is becoming
an audience of mobile-first users.
• Do measure content performance. Establish a clear
link between metrics and business objectives.
Community Engagement

112. Building Block Principles
A Guiding Digital Framework 112
IDEATION
Do create content for consumer resonance, need and appeal.
Content Marketing

113. Building Block Principles
A Guiding Digital Framework 113
Building Block Principles
A Guiding Digital Framework 113
Identify with
target personas.
Reinforce a blended
and seamless brand experience.
Produce with clear objectives.
Align to target
personas and behaviors.
Deliver via
experiential, lifestyle designs.
Complement offline
touchpoints and retail
brand image.
Build engagements on the
consumer's own terms. Relevance.
Context. Right Place. Right time.
Seek to create emotional response.
Deliver aspirational themes for
building brand affinity.
Consistently delivered to
create trust and credibility.
Be flexible to evolve with
digital change catalysts.
Planning
Research, Ideation,
Strategy
Context &
Relevance
Development
Content Creation,
Asset Management
Optimization
Search, Social,
Usability Optimization
Distribution
Content Placement
and Syndication
Measureme
nt
Listening, Tracking and
Performance Analysis
Brand
Experience
Context and relevancy should never be sacrificed in support of volume & frequency.
Content should always be managed from a perspective of Quality over Quantity.
ReflectionPoint
Innovation | A Content Creation Directional Framework.
Content Marketing

114. Building Block Principles
A Guiding Digital Framework 114
IDEATION
Do leverage storytelling in the design of experiential micromoments.
Content Marketing

115. Building Block Principles
A Guiding Digital Framework 115
REPRESENTATION
ReflectionPoint
Innovation | Campaign Storytelling and Messaging Framework.
Analytical
What type of content
is resonating with
audiences?
Common
Center
Creative
Micro-moment
conceptualization
In serial format
Persona
Target
Identity
Traits
Visual Cue
Identifiers
Message
Cue
Motivators
Social
Object
Creation
Optimized
Distribution
Events, Campaigns, Weekly
Engagements
1. What’s the objective?
2. What’s the desired result?
3. Who are we targeting?
4. What’s the visual storyline?
5. How and where will we engage?
6. What is success?
Everyone loves stories. Engaging audiences through relatable and entertaining stories.
Emotive micro-moment campaign concepts easily come to life using storyboarding to develop serial storyline
visual assets.
Content Marketing

116. Building Block Principles
A Guiding Digital Framework 116
REPRESENTATION
ReflectionPoint
Innovation | Campaign Storytelling and Messaging Framework.
Leveraging Storytelling & Messaging.
q Serial storylines can be developed as campaigns or stand on their own to tell an expanded visual brand story
over a series of multiple posts leveraging the concept “consumer attention is best realized through snackable
micro-moments.”
q Each individual post would also encapsulate a key visual/message takeaway that can also stand on its own or
be recalled with ease and emotional contextual relevance when viewed as part of the more expanded
storyline.
q Serial storylines can be of any length (number of posts or duration).
q Storylines can also overlap within a publishing calendar if strategically designed and scheduled for multiple,
distinct segmented audience profiles to reinforce the ability to continuously deliver fresh content to all target
audience newsfeedson a consistent and regular basis.
q The ultimate goal is to create a more consistent publishing schedule with an abundance and variety of
contextual content in support of Campaigns and sustaining year-round levels of high engagements.
q If successful, the Campaign and all marketing efforts can elicit far greater emotional attachment to the brand
while increasing reach, awareness, engagements and influence with multiple targeted audiences – without
being overtly promotional.
Content Marketing

117. Building Block Principles
A Guiding Digital Framework 117
IDEATION
Do optimize content for channel placement and use.
Content Marketing

118. Building Block Principles
A Guiding Digital Framework 118
Building Block Principles
A Guiding Digital Framework 118
11
Build Trust
SEO Text
Optimization
Create
Quality
Match Intent
Produce Calls
to Action
Establish
Authority
Continuously
Measure
Optimize
Engagements
with Visuals
Word choice, objectivitywithin published
content, UGC, and sharing expertadvice
all matters. Limitovert pushy sales
approaches.
One of the keystones of content creation
is to match the user’s intent. Themes&
topics should optimized and mapped to
channel and customer needs.
Always apply filters for contextand
relevancywith basic production criteria
such as grammar & spelling, formatting,
content length, focus, and readability.
Leverage a content marketingeffort that
is both deepand wide. Create in-depth
expertadvice posts and articles. Guest
blog for wider reach and influence.
Optimized content is action oriented.
Build into content calls to action to
stimulate customers moving to the next
step in the conversion process.
Imagesand videos are extremely
important for both engagementand
purchase decisions. Ensure images or
videos are in contextwith your content
and provide value. Manage load times
and SEO optimization.
Content directions should leverage
keywordsfor maximumuser discovery.
Keyword research stimulates content
theme and topic ideation.
Continuously adapt and evolve based on
KPIs that govern channel and content
performance.
ReflectionPoint
Innovation | A Channel Content Optimization Framework.
Content Marketing

119. Building Block Principles
A Guiding Digital Framework 119
IDEATION
Do consider influencer marketing for greater community engagement.
Community Engagement

120. Building Block Principles
A Guiding Digital Framework 120
ReflectionPoint
Innovation | Influencer Marketing Value Benefit Framework.
Social
Broadcasters
Mass Influencers
Mass Connectors
& Mass Mavens
Potential
Influencers
Source: Forrester Research
Three categories of influencers.
Reach
Proximity
Expertise
Relevancy
Credibility
Trust
Influence
Behaviors
PILLARS OF INFLUENCE
Outcome
Six considerations of influence.
q Help drive social
media execution.
q Enhance a search
engine optimization
strategy.
q Help drive sales and
position Brands as a
leading expert in the
field.
Enhancing Community Engagements for Measurable Actions and Outcomes.
Community Engagement

121. Building Block Principles
A Guiding Digital Framework 121
IDEATION
Do grow and manage communities for brand experiences.
Community Engagement

122. Building Block Principles
A Guiding Digital Framework 122
REPRESENTATION
Community Managers are responsiblefor relationshipbuildingand management across all channelswith a
comprehensivelist of roles to build an active and vibrant online Brand presence and community.
Community Management
Social Updates
crafting posts &
comments
Engagement
follows, mentions,
dialogue, comments
Community Building
audience outreach
& acquisition
Research & Planning
align strategy with content
& editorial calendar
Ideation
tactical planning &
defining best practices
Content Aggregation
reading RSS feeds,
filtering & sharing
KPI Measurement
measurement &
reporting
Listening& Monitoring
tracking brand, influencer, competitive
& keyword mentions
Relationship Building
influencer research,
outreach & recruitment
Advocacy
relationships with high
engagement followers
Brand Awareness
forum & group research
& participation
Experimentation
exploration of changing
trends & practices
ReflectionPoint
Innovation | Experiential Community Management Framework.
Community Engagement

123. Building Block Principles
A Guiding Digital Framework 123
MEASUREMENT
& DATA ANALYTICS
PROCESS ENGINEERING BUILDING BLOCK.
Innovation

124. Building Block Principles
A Guiding Digital Framework 124
IDEATION
Build actionable data analytics frameworks across all touchpoints.
Data& Analytics

125. Building Block Principles
A Guiding Digital Framework 125
REPRESENTATION
ReflectionPoint
Innovation| A Data Hierarchy Guiding Framework.
Leveraginganalytics across the breadth of available business and marketing data will build Business Intelligencefor creating customer
experiences, while optimizingthe experientialomnichannelexperienceand businessperformanceacrossall consumertouchpoints.
Dashboard Reporting
Marketing Performance Visualization, Optimization Analysis
Sales Lift Modeling
Predictive Analysis, Forecasting
Brand Unit CRMs
Consumer Redemptions, Sales + Revenue Attributions
eCommerce Partners
Sales, Revenue Attribution
Google Analytics
Visitor Behaviors, Content Engagements
Brand Websites & Portals
Visitor Site Traffic Attribution
Website Coding
Landing Page & Conversion Pixel/Tag Placements
Owned Channels & Touchpoints
Campaigns, Content, CTAs, Online-Offline Tracking
Paid Media + Search
Programmatic + Varied + SEM + Partner Platforms
Audience Persona Profiling
(Geo-Socio-Demo Audience
Targeting)
Campaigns & Acquisition
(Web, Display, Search, Social,
Apps, Email, Offline)
Website Traffic
TrafficGeneration&Behaviors
(Click-Thru, Funnel Paths, Leads,
Conversions)
PerformanceMeasurement
(Marketing and Commerce KPIs
and Optimization Metrics)
Omnichannel Optimization
(Campaigns, Channels, Platforms,
Attribution Analyses)
Available
Filterable
Datasets
Paid Media
Performance Partner
Media
Performance
Website
Traffic &
Behaviors
Email
Performance
Social Media
Performance
Customer
Portals UX
Behaviors
Mobile App
Downloads &
UX Behaviors
Opt-In Survey
Behaviors
Trials,
Rebates &
Coupons
Redemption
Partner
eCommerce
Datasets
Earned Media
Press &
Blogger
Influence
Trackable
Offline
Initiatives
Performance
Branded Sales
Attribution
Data& Analytics

126. Building Block Principles
A Guiding Digital Framework 126
REPRESENTATION
ReflectionPoint
Innovation | Performance Measurement Framework.
Expanding process to include guidingmeasurement plans will identify relevant KPIs and actionable performance metrics by marketing
attribution to deliver enhanced customer experiencesand greater business benefit.
KPI Measurement Plan
AWARENESS – CONSIDERATION – ACQUISITION
KPIs & Tactics
AWARENESS
Owned, Earned & Paid Influence
CONSIDERATION
Marketing Engagements
ACQUISITION
Marketing Conversions
REVENUE
Modeling
Awareness | Audience Profiling Consideration | Campaigns & Content Acquisition | Website Traffic
Orders |
Revenues
Metrics
Owned (Earned)
Reach & Frequency
Imp. | Clicks
CPM, CPC
Paid
Reach & Frequency
Imp. | Clicks
CPM, CPC
Total
Reach & Frequency
Imp. | Clicks
CPM, CPC
Call to Action
Performance
Engagements
CTR, Open Rate,
ER, CPE
Community
Growth
Platform
Subscribers,
Followers, ER
Website
Traffic
Site Visits
CPV, ER,
Bounce Rate
Micro
Conversions
Triggered
Engagements
CVR, CPA
Sales Lead
Pre-Qualification
Purchase Intent
Clicks
CPL
Marketing
Attribution
Orders, Revenues
Sales Lift, AOV ,
CLV, ROAS
Target Goals
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Data Platform
Analytics
- DSP (Advertising) Analytics - DMP (Audience Profiling) Analytics - SEM Analytics - Social Media Analytics - Website & Portal Analytics - Email Analytics -
- Attribution Modeling Analytics - [Offline Touchpoint] Analytics -
Segments
- Performance &
Attribution
Omni-Channels Online + Offline Marketing Consumer Touchpoints
Demographic Profile Segmentation
DMA | Geo Market Segmentation
Desktop Mobile Cross-Device
The keystone to any experiential design effort is to leverage a structured attribution KPI and metrics framework based on guiding strategic questions relevant to
businessunit or brand group to deliver timely and actionable businessinsights measured against three core analytic pillars and as aligned to the marketing funnel.
Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions
Data& Analytics

127. Building Block Principles
A Guiding Digital Framework 127
REPRESENTATION
ReflectionPoint
Innovation | Marketing Insights Framework.
Expanding process to include the use of guiding measurement plans to align measurement to the marketing funnel analytic pillars.
Measurement plans allow for the analysis and collection of leading business intelligence at each stage of the customer journey with the
goal to optimize experiences across an omnichannel consumer touchpoint journey.
Consideration
Behaviors
Awareness
Discovery
Acquisition
Outcomes
STEP 1: Awareness
What campaigns are creating business
and/or Brand awareness, and are
attracting interest?
STEP 2: Consideration
What happens before and
after people show business
and/or product interest?
STEP 3: Acquisition
What was the impact of
campaign performance on
defined conversions?
AWARENESS
CONSIDERATION
ACQUISITION
Data& Analytics

128. Building Block Principles
A Guiding Digital Framework 128
REPRESENTATION
ReflectionPoint
Innovation | Marketing Insights Framework.
AligningKPI frameworks via business leading questionswill guide marketing performance analyticsfor deliveringcustomer insights
while maximizing business performance.
Awareness
Website Traffic – How we are creating traffic for
each branded website?
How is Owned, Earned and Paid media contributing
to brand awareness?
Are we mapping to milestone target goals for
awareness and website traffic?
Are we continuously optimizing marketing campaign
performance and the consumer touchpoint journey?
Are we aligned to strategic priorities, seasonality
trends and budget spend?
Consideration
Consumer Engagements – What does the user
journey look like? What does it look like with and
without e-commerce?
What campaigns are resonating with people? What
content? What CTAs?
What ties into an optimal experience for the
potential customer? Is there a measurable funnel
click path once arriving on a Branded website?
Which channels and marketing investments are
performing best for consumer engagements?
Are Brand engagements growing? Is the amplitude
of the Brand conversation increasing? Are our owned
digital channels growing an audience?
Are we activating target audiences? Are engagement
rates increasing?
Acquisition
Lead Conversions – What outcomes signify value for
delivering the desired consumer experience based on
channel and spend?
What outcomes are expected when people arrive at
the website? Are micro conversions clearly identified?
What pages should they see? What content? What
videos should they watch?
What does measurable conversion look like in the
absence of owned e-commerce capabilities?
Are consumers pre-qualifying themselves? Are we
growing opt-in lists and portal accounts?
Are potential leads downloading and using rebate
offers and coupons? Are we tracking downloads and
use?
Are we able to statistically apply modeling to predict
attributable revenue outcomes?
Data& Analytics

129. Building Block Principles
A Guiding Digital Framework 129
REPRESENTATION
ReflectionPoint
Innovation | Marketing Insights Framework.
Transforming collectedbusiness intelligenceacquired through analytics into actionable intelligenceto strategically drive future
marketing performance and ultimately business outcomesvia recurring Marketing and Campaign Analysis and Reporting.
Data analytics should support a process for quantitative and qualitative analytics with analysis reporting to deliver actionable insights to
all relevant stakeholders to drive campaign optimization and enhanced marketing performance.
Channel & Campaign performance & influence
(Measured Quantitative Analysis)
Data& Analytics

130. Building Block Principles
A Guiding Digital Framework 130
REPRESENTATION
ReflectionPoint
Innovation | Marketing Insights Framework.
Leveragingdata methodologyfor deliveringactionable attribution-basedbusiness intelligencerequired for campaign analysis,
optimizationand reporting via an ecosystem of data + segmentation+ measurement + cross tabulation.
Owned Media
Channels, Campaigns & Content
q Organic reach, frequency, impressions
q Geo-socio-demo persona target goals
q Campaign and owned channel engagements,
engagement rates, performance metrics
q Community growth (opt-ins, accounts, social
media)
q Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
q Defined conversion counts
q Conversion attribution: channels, platforms,
markets, geo-socio-demos, device
q MoM target milestone growth
Shared & Earned Media
Content Sharing & Publicity
q Earned Reach, frequency, impressions
q Geo-socio-demo persona target goals
q Organic content shares, engagements, reach,
clicks, performance metrics
q Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
q Defined conversion counts
q Conversion Attribution: channels, platforms,
markets, geo-socio-demos, device
q MoM target milestone growth
Paid Media
AdvertisingCampaigns
q Paid reach, frequency, impressions
q Geo-socio-demo persona target goals
q Campaign performance KPIs (CTR, CPC, CPM, CPV,
CVR, CPL, AOV, ROAS)
q Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
q Defined conversion Counts
q Conversion Attribution: channels, platforms,
markets, geo-socio-demos, device
q MoM target milestone growth
Traffic Source
Patterns
Campaign
Impact &
Performance
CTA | Content
Resonance
Device & Screen
Preference
Channel &
Platform
Influence
Community
Inspiration &
Growth
Geo-Socio-
Demo
Activation
Audience
Targeting
Influence
Acquisition &
Conversion
Costs
Sales Lift
Influence &
Impact
MoM
Benchmark
Performance
Milestone
Performance
Targets
Cross Tabulation
Data& Analytics

131. Building Block Principles
A Guiding Digital Framework 131
IDEATION
Leverage visual data analytics for disseminating business intelligence.
Data& Analytics

132. Building Block Principles
A Guiding Digital Framework 132
ReflectionPoint
Innovation| Dashboard Value Proposition Framework.
Dashboards provide a central stakeholder location to quickly
review and understand business performance.
ü Quickly understand and monitor real-time performance.
ü Offers data-driven business performance transparency.
ü Enables the easy sharing of informationacross teams.
ü Provides the ability to spot performance trends quicker.
ü Facilitates faster data-driven business decisions.
ü Saves time and valued resources via reporting efficiencies.
Why build a dashboard?
Dashboards offer many business
and managerial benefits.
Real-Time | Data Access
Visual Formats
Central Location
Cost Effective
Customizable
Virtual Access
…and much more
Data& Analytics

133. Building Block Principles
A Guiding Digital Framework 133
ReflectionPoint
Innovation | A Dashboard Guiding Directional Framework.
Expand methodology and process for aligning workflows for faster build cycles, rollouts and user adoptions.
Identify and prioritize all relevant
stakeholders and stakeholder groups.
Document business/brand/campaign
goals, objectives per each stakeholder
group.
Survey each stakeholder group via
leading business questions to ascertain
needs and requirements.
Align and expand the data hierarchy
ecosystem for each stakeholder group’s
dashboard needs.
Align each stakeholder group KPI map
to available data source and the
required dimensions and metrics.
Map each data source to requisite data
connection needs for each stakeholder
dashboard.
Make the required data connections to
the dashboard platform, test, and QA.
Develop, test, and QA custom data
connectors and set data refresh cycles
as needed.
Design and develop Beta dashboards
into usable environments for each
stakeholder group by priority status.
Build each stakeholder dashboard
environment using a natural visual
storytelling flow.
Build and test each stakeholder
dashboard aligned to defined KPIs and
documented build criteria.
Soft launch each stakeholder dashboard
per scheduled timelines as a full beta
and solicit user feedback.
Modify, refine each dashboard
environment per beta launch input as
required.
Officially launch (publish) each
stakeholder dashboard per scheduled
timelines.
Produce a series of quick reference user
guides.
Discovery Data Mapping Design & Build Publish
Step 1 Step 2 Step 3 Step 4
Setup and schedule automated delta
performance alerts and reporting.
Data& Analytics

134. Building Block Principles
A Guiding Digital Framework 134
ReflectionPoint
Innovation | A Dashboard Foundational Design Framework.
A dashboard is essentially a data visualization tool that tracks, analyzes, and
displays KPIs, metrics, and critical data points. Depending on stakeholder group
needs, dashboards can be developed in one of three fundamental types.
q The Strategic or Managerial dashboard focuses on providing the key performance indicators
(KPIs) in an easily consumable and quick-to-understand visual. These at-a-glance dashboards
rely on consistency and clarity. End users are looking for immediate answers rather than
digging deeper into the data.
q The Tactical or Operational dashboard focuses on showing progress of work that is being
managed. These dashboards are designed to show the current state of a program or business
operations initiative which can visually highlight when there is a problem. These real-time
dashboards typically aren’t used for digging deeper into data, however, there may be
exceptions where drill-downs are needed.
q The Analytical or Data Analysis dashboard focuses on allowing end users to explore the data
in as many ways as possible. Specific points of data do not necessarily need to be called out
and large summaries are usually not needed. Instead, this dynamic dashboard enables users
to explore their data through filters and comparisons to uncover meaningful insights.
Usability Dashboard Design.
For a dashboard to truly provide value
and actionable insights, dashboard
design must be approached leveraging
meaningful data and analytics with the
stakeholder in mind.
It begins with understanding end user
business needs and requirements.
Three primary questions need to be
answered:
ü What does the dashboard need to
communicate?
ü Who will be using the dashboard?
ü What KPIs and metrics are most
relevant and provide value for the
business insights required?
Data& Analytics

135. Building Block Principles
A Guiding Digital Framework 135
REPRESENTATION
ReflectionPoint
Innovation | Dashboards: Media Performance KPI Impact.
Data& Analytics

136. Building Block Principles
A Guiding Digital Framework 136
REPRESENTATION
ReflectionPoint
Innovation | Dashboards: Campaign Waterfall Funnel Flow.
Data& Analytics

137. Building Block Principles
A Guiding Digital Framework 137
REPRESENTATION
ReflectionPoint
Innovation | Dashboards: Budget Spend by Objective Pacing.
Data& Analytics

138. Building Block Principles
A Guiding Digital Framework 138
REPRESENTATION
ReflectionPoint
Innovation | Dashboards: Website User Engagement Behaviors.
Data& Analytics

139. Building Block Principles
A Guiding Digital Framework 139
IDEATION
Leverage reporting analysis to measure and optimize strategic directions.
Data& Analytics

140. Building Block Principles
A Guiding Digital Framework 140
REPRESENTATION
ReflectionPoint
Innovation | Reporting: Campaign Attribution Impact.
Data& Analytics

141. Building Block Principles
A Guiding Digital Framework 141
REPRESENTATION
ReflectionPoint
Innovation | Reporting:PaidMedia ChannelPlacementImpact.
Data& Analytics

142. Building Block Principles
A Guiding Digital Framework 142
REPRESENTATION
ReflectionPoint
Innovation | Reporting: Social Media Community Impact.
Data& Analytics

143. Building Block Principles
A Guiding Digital Framework 143
REPRESENTATION
ReflectionPoint
Innovation | Reporting: Social Media Paid Media Impact.
Data& Analytics

144. Building Block Principles
A Guiding Digital Framework 144
REPRESENTATION
ReflectionPoint
Innovation | Reporting: Social Media Attribution Impact.
Data& Analytics

145. Building Block Principles
A Guiding Digital Framework 145
REPRESENTATION
ReflectionPoint
Innovation | Reporting:Email Opt-InSubscriberGrowthImpact.
0
3,000
6,000
9,000
12,000
15,000
0
200
400
600
800
1000
19-May 19-Jul 19-Sep 19-Nov 20-Jan 20-Mar 20-May 20-Jul 20-Sep 20-Nov 21-Jan 21-Mar 21-May 21-Jul
Total Subscribers Monthly New Subscribers Trendline
Legacy Benchmark | April 01, 2019 thru August 10, 2021
Insights & Impact
Legacy review shows a consistent growth pattern with a more recent slight 2021
increase in engagement among the target audience both in terms of subscribers and
subscriptions per subscriber.
This is good news as it represents target audiences are engaging at higher levels as new
campaigns and programs are activated.
12,358
Total Subscribers
32,094
Total Subscriptions
Key Vitals Benchmark Snapshot
202
Monthly Average
New Subscribers
890
Monthly Average
New Subscriptions
Avg. 2.6 Subscriber
Current to Date
Data& Analytics

146. Building Block Principles
A Guiding Digital Framework 146
IDEATION
Leverage web analytics and benchmarking to enhance customer experiences.
Data& Analytics

147. Building Block Principles
A Guiding Digital Framework 147
REPRESENTATION
ReflectionPoint
Innovation | Benchmarking Website Visitor Traffic Patterns.
Legacy Benchmark | June 01 thru August 31, 2021
Visitor Traffic Review | Master Data View
v Data view comparison review represents there is not sizeable internal traffic inflating or impacting baseline
metrics or device usage.
v Engagement metrics including Pages per Session, Average Session Duration and Bounce Rate all perform within
reasonable industry standards.
v Of interest is the bounce rate of 51%.It can be reasonably assumed visitors are not randomly coming to the
site and bouncing. High bounce rates would typically be an indicator of content not meeting user expectations
and/or the result of a poor website design or user experience.
v However, this may actually represent a positive indicator that visitors are landing on desired page content and
have no need to navigate to another page.
v The Bounce Rate for the Index (Home) page is measured at 25% reinforcing the premise the higher overall
bounce rate is being influenced by interior landing pages for which content is fulfilling visitor needs. (More
analysis could be performed upon request.)
Data View
Comparison
Users New Users Sessions User Sessions Pageviews Pages Session Avg. Session Bounce Rate
Master 36,118 31,173 2.03 73,162 198,306 2.71 00:02:37 51.07%
External IPs 34,551 29,595 1.83 63,113 161,765 2.56 00:02:22 52.65%
Internal IPs 2,384 1,603 4.31 10,283 36,542 3.55 00:04:03 41.96%
Desktop overshadows mobile and tablet device use, but
could easily shift with a renewed mobile and/or text
effort.
Data& Analytics

148. Building Block Principles
A Guiding Digital Framework 148
REPRESENTATION
ReflectionPoint
Innovation |Benchmarking Website Acquisition TrafficPatterns.
Legacy Benchmark | June 01 thru August 31, 2021
Traffic Acquisition Review | Master Data View
Organic Search and Direct traffic are the leading sources for website
visits and sessions (with consideration default channel attribution
may be mis-aligned due to the absence of a managed and properly
set traffic acquisition tracking process in place).
Attribution performance metrics for Default Channels are all within
industry standards -- with the caveat -- without all-inclusive channel
attribution tracking, actionable insights can not be fully analyzed with
degrees of confidence for strategic planning.
Default Channel Users New Users Sessions Bounce Rate
Avg. Session
Duration
Pages Session
Organic Search 22,677 18,474 42,845 52.46% 02:28 2.61
Direct 13,554 11,923 28,127 48.36% 02:54 2.90
Social 553 507 681 64.61% 00:58 1.97
Referral 508 269 1,326 55.66% 03:07 2.31
Email 7 0 183 59.56% 03:27 2.36
Totals 37,299 31,173 73,162 51.07% 02:38 2.71
Google Analytics Default Channel Groupings
• OrganicTraffic: search engines
• Direct Traffic: directly typingURL in browser
• Social Traffic: social networks
• Referral Traffic: backlinksfrom other websites
• Email Traffic: email campaigns(properly tagged)
• Paid Traffic: paid(PPC/CPC) advertisements
• Display Traffic: paid(display) advertisements
• Others Traffic: not identified as a channel group
Data& Analytics

149. Building Block Principles
A Guiding Digital Framework 149
REPRESENTATION
24,967 26,943 32,454 22,565
55,784 58,529 67,075 53,917
0
100,000
Autumn Spring Summer Winter
User Website Traffic Behavior
Avg. Users Avg. Sessions
Linear (Avg. Users) Linear (Avg. Sessions)
2.23 2.17 2.07 2.39
03:39 03:21 02:55 03:44
00:00
07:12
1.50
2.00
2.50
Autumn Spring Summer Winter
User Site Engagement Behavior
Avg. Sessions per User Avg. Session Duration
155,042 170,230 183,010 157,817
2.79
2.91
2.73
2.93
2.50
3.00
140,000
150,000
160,000
170,000
180,000
190,000
Autumn Spring Summer Winter
User Page Content Behavior
Pageviews Avg. Pages per Session
ReflectionPoint
Innovation |Benchmarking Website Seasonality TrafficPatterns.
Baseline Differences | All Website Pageviews | Observations
Visitor Traffic by Time of Year | Raw Data View
Based on several baseline metrics, seasonal traffic to the website
and engagement do have some nuances.
Spring and Summer represent slightly higher website visits and
activity. Conversely, users are more engaged during Autumn and
notably Winter consuming more content by spending on average
slightly longer times on the website.
Of note, these metrics are simply a benchmark and should not be
considered actionable alone as they can be easily skewed from
outliers. However, it's quite possible these behaviors may
represent seasonal indoor/outdoor resident lifestyles aligned to
regional daylight and weather patterns. Further analysis may be
required.
Data& Analytics

150. Building Block Principles
A Guiding Digital Framework 150
REPRESENTATION
ReflectionPoint
Innovation | Benchmarking Website Journey Flow Patterns.
Legacy Benchmark | June 01 thru August 31, 2021
Journey Flows Review | Master Data View
The aggregate journey flow is represented below.
Overall,the deeper a visitor navigates into the site with greater pageviews,drop offpercentages reverse
as session durationand pageengagements increaseand as morecontent is consumed. This is a normal
engagementbehavior.
71%
Drop-Off
45%
Drop-Off
43%
Drop-Off
35%
Drop-Off
35%
Drop-Off
1st Page
Interaction
Site Entry
2nd Page
Interaction
Content
3rd Page
Interaction
Content
4th Page
Interaction
Content
5th Page
Interaction
Content

151. Building Block Principles
A Guiding Digital Framework 151
IDEATION
Conduct website audits for enhanced user engagements.
Data& Analytics

152. Building Block Principles
A Guiding Digital Framework 152
REPRESENTATION
ReflectionPoint
Innovation | Channel Auditing Framework.
OBJECTIVE,PURPOSE & USE
Audits represent a simple snapshot in time. They should be used to serve as a preliminary step to identify what data is being collected, what data is
available, what data can be collected, and what data is missing to align the digital transformation to businessimpact.
Audits should be used to be a preliminarydiscovery guide for what data can be explored for deeper insights and business intelligence for which
corporate executives, brand managers and other key stakeholdersalike can leverage data analysis for steering strategic marketing directions and
businessinitiatives.
Audits should be used to identify advance opportunities for applying data, data analytics and data processto measure ongoing marketing and business
performanceas a measurable businessprocess function for impacting positive future businessoutcomes as part of the Digital Transformation initiative.
Audits should be used to identify digital transformationneeds and requirementswhich impact data frameworks,methodologiesand processes.
Audits should be used to identify relevant and meaningful data dimensions and metrics to guide marketing initiatives and the marketing/sales funnel,
e.g., journey and conversion paths, benchmarking,traffic acquisition, conversion attribution, user site behaviors,site navigation and content
engagements, user attributes, device and platform usage, et al.
Audits should be used to optimize the user experienceacross digital touchpointsin the consumer journey.
Audits should be used to help align data requirements for BI dashboards beneficial for stakeholder groups at all levels, while advancing build cycles
linking meaningful measurable marketing and website performancemetrics to businessoutcomes across the entire digital ecosystem.
Data& Analytics

153. Building Block Principles
A Guiding Digital Framework 153
IDEATION
Perform content audits to ensure discoverability and valued engagement.
Data& Analytics

154. Building Block Principles
A Guiding Digital Framework 154
REPRESENTATION
ReflectionPoint
Innovation | Auditing Experiential Web Content Framework.
REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS
Current
Is it accurate and up to date?
• Is it free of content that is redundant, outdated, or trivial?
Functional
Is it functioning properly?
• Are links working properly?
• Are images and videos displaying properly?
Findable | Technical
Can the user easily find it?
(Requires Meta Tag Analyzer Tool)
• Does it have an H1 tag?
• Does it have metadata (title, descriptions, categories, and tags)?
• Does it have at least two links in the body copy?
• Does it have alt text for images?
Accessible
Is it usable for everyone?
• Can it be used via all expected channels and devices (e.g. mobile)?
• Does it meet the levels of accessibility compliance to be considerate of those users with disabilities?
(Federal|State Guidelines - 20% or more of the worldʼs population has a disability.)
Readable
Is it easy to read?
• Are sentences simple and short?
• Does it avoid jargon?
• Does it use active voice?
• Does it use an inverted pyramid writing style (the most important info comes first)?
• Does it use bulleted and numbered lists when possible?
• Does it use headers, bulleted and numbered lists, and small chunks of text?
• Does it use consistent style and terms?
(Style can include grammar, punctuation, usage, and spelling. For example, do you write “healthcare” or “health care”? Do you format phone numbers as 555-555-
555, 555.555.555, or (555) 555-555?)
Clear & Understandable
Is it easy to understand?
• Does it use plain language?
• Does it have a descriptive title and headings?
• Is the information organized in a logical way?
• Does the text match the reading level of the target demographic?
• Is the navigation determined by your user decision paths, rather than your organizational structure?
• Is the path to task completion obvious and free of distraction?
Data& Analytics

155. Building Block Principles
A Guiding Digital Framework 155
REPRESENTATION
ReflectionPoint
Innovation | Auditing Experiential Web Content Framework.
REVIEW CRITERIA AUDIT INSIGHTS QUESTIONS
Communicative
Can the user see where they are?
• Does the navigation and messaging make it obvious to the user where they are on the site and where they can go next?
Useful
Can the user effectively and efficiently complete
the desired task?
• Is it usable? Are users able to complete the tasks or gather the informtion that they set out to without massive frustration or abandon?
• Does each chunk of content have a specific purpose? (For example, vague purpose: "invasive species notification”; specific purpose: “Alert: do your part to
help Montana avoid harmful invasive species”)
• Does it serve new users as well as loyal users in ways that satisfy their needs uniquely?
• Are there a few navigation options that lead where users may want to go next? Are they clearly labeled?
Credible
Can the user trust you?
• Is the content updated in a timely manner?
• Is the design appropriate to the context of use and audience?
• Is restraint used with promotional content? (Not over promoting.)
• Is it easy to contact a real person?
• Is it easy to verify your credentials?
• Do you have help/support content where it is needed? (Especially important when asking for sensitive personal data.)
Controllable
Does the user have freedom and control within
interactions, particularly if something goes
wrong?
• Are tasks and information a user would reasonably want to accomplish available?
• How well are errors anticipated and eliminated?
• When errors do occur, how easily can a user recover?
• Are features offered to allow the user to tailor information or functionality to their context?
• Are exits and other important controls clearly marked?
Valuable
Is it desirable to the target user?
• Can a user easily describe the value?
• How is success being measured? Does it contribute to the bottom line?
• Does it improve customer satisfaction?
• Does it maintain conformity with expectations throughout the interaction across channels?
Data& Analytics