COM CM 726 @ Boston University: Digital Strategy Building

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A guest lecture for an undergraduate brand strategy class, exploring how a digital strategy is built, how digital strategy deviates from traditional marketing strategies, and why it matters for future professionals in the field.

Marketing

Digital Strategy Building
3.1.17 @ Boston University

Hello
Currently:
• Strategic Media, Socialyse @ Havas Media
• Instructor, General Assembly
• Freelancer
• Previously: Arnold, Allen & Gerritsen, Hill Holliday

The Golden Rule:
There is no “one size ﬁts all” strategy.

Branding.
• What do you stand for?
• How do you want to be seen?

Personas.
• Who are you talking to?
• What makes them tick?
• Where do they spend their time online?
• Are there things they love?
• What about things they hate?

Goals.
• What are you hoping to get out of your eﬀorts?
• What’s realistic?

Tactics.
• How are you going to do what you’ve set out to do?
• What speciﬁc channels will you use?
• How will you use them?
• What will you put on them?
• How will you manage them?

Measurement.
• How do you know when you’ve been successful?
• How can you contextualize your success against
other marketing eﬀorts?

As digital strategists,
it’s our job to know the ins and outs of how,
why & when these channels work — or don’t.

We know that there needs to be a balance of compelling
creative & strategic media to drive results.

We operate in real-time.
We know that there needs to be a balance of compelling
creative & strategic media to drive results.

We operate in real-time.
We know that there needs to be a balance of compelling
creative & strategic media to drive results.
We measurably inﬂuence action, not just attention.

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The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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COM CM 726 @ Boston University: Digital Strategy Building

1. Digital Strategy Building 3.1.17 @ Boston University

2. Hello Currently: • Strategic Media, Socialyse @ Havas Media • Instructor, General Assembly • Freelancer • Previously: Arnold, Allen & Gerritsen, Hill Holliday

3. The Golden Rule: There is no “one size ﬁts all” strategy.

4. There are seven steps.

5. Branding. • What do you stand for? • How do you want to be seen?

6. Personas. • Who are you talking to? • What makes them tick? • Where do they spend their time online? • Are there things they love? • What about things they hate?

7. Challenges. • Who else is doing what you do? • What do people think of your industry in general? • What’s your brand’s current reputation? • Are there environmental factors you can’t control that contribute to the problem?

8. Opportunities. • Where do your brand & audience intersect? • What about your audience or brand lends itself to overcoming a challenge? • What about the world in general helps you combat an issue? • What resources do you have access to that can help?

9. Goals. • What are you hoping to get out of your eﬀorts? • What’s realistic?

10. Tactics. • How are you going to do what you’ve set out to do? • What speciﬁc channels will you use? • How will you use them? • What will you put on them? • How will you manage them?

11. Measurement. • How do you know when you’ve been successful? • How can you contextualize your success against other marketing eﬀorts?

12. Digital vs. Brand

13.

14. As digital strategists, it’s our job to know the ins and outs of how, why & when these channels work — or don’t.

15. We know that there needs to be a balance of compelling creative & strategic media to drive results.

16. We operate in real-time. We know that there needs to be a balance of compelling creative & strategic media to drive results.

17. We operate in real-time. We know that there needs to be a balance of compelling creative & strategic media to drive results. We measurably inﬂuence action, not just attention.

18. We operate in real-time. We know that there needs to be a balance of compelling creative & strategic media to drive results. We measurably inﬂuence action, not just attention. We sit at the center of marketing.

19. Let’s chat through a few examples.

20. Questions

COM CM 726 @ Boston University: Digital Strategy Building

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