The document provides information on creating a winning digital marketing strategy using the SOSTAC framework and the Japanese concept of Ikigai. It discusses: 1) Using SOSTAC (Situation Analysis, Objectives, Strategy, Tactics, Action, Control) to structure a business strategy, define objectives and target customers, and develop both passive and active tactics. 2) Developing strategic pillars around key areas like revenue, partnerships, branding, and stakeholders. 3) Explaining the consumer funnel and how different tactics like social media, influencers, and paid media can achieve objectives at each stage from awareness to advocacy. 4) Discussing Ikigai as the "reason for being" and how

1. CREATING A WINNING DIGITAL
MARKETING STRATEGY
PRESENTED BY
John Birungi Babirukamu

2. 1. Introduction
2. Business Strategy with SOSTAC
3. Personal Strategy with IKIGAI
KEY TOPICS

4. Business Strategy With SOSTAC

5. Strategic Pyramid
Vision
Company Goals
Strategic Plan
Marketing Strategy
Digital Strategy

6. Defining SOSTAC

7. 5Ws & H
• Where are you as a Company & Where do you want to go?
• Who is your Ideal Customer?
• What are they interests, goals in life, makes them tick?
• Why should they choose your company, product or service?
• When do you target them?
• How do you convert them?

8. Breaking Down SOSTAC

9. Breaking down SOSTAC
S
O
S
T
A
C
Situation Analysis
Where are we now?

10. Do a SWOT
Strengths
Opportunities Threats
Weaknesses
Internal
External
Negative
Positive

11. Do a Competitive analysis
What the
public wants
What we are
Good at
What competition
Is good at
Risky
Losing Dumb
Wins

12. Define your Market
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

13. WhatsApp Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

14. Facebook Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

15. Twitter Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

16. Instagram Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

17. YouTube Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

18. TikTok Usage
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
Katala
Kyalo dreamer
Lucky chaps
Top Executives
Abaloodi
Hard Knock
Hustler Entrepreneur
Senior Formal Corporate
Teens
Swagg
Junior Formal
Corporate

19. Questions?

20. Breaking down SOSTAC
S
O
S
T
A
C
Objectives
Where do you want to go?

21. Setting S.M.A.R.T Goals

22. Peel the layers of your brand – Find your WHY!
Why?
How?
What?

23. Peel the layers of your brand – Find your WHY!
Why?
How?
What?

24. Understand your customer & their passions
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter LinkedIn Instagram YouTube
News & Politics Trivia Career & Lifestyle Education

25. Define your Customer – Find the WHO & WHEN!

26. Questions?

27. Breaking down SOSTAC
S
O
S
T
A
C
Strategy
How do we get there?

28. Strategic Pillars
REVENUE
DRIVERS
• Engagement
through
emails,
WhatsApp
groups.
• Active use of
a group
intranet with
Livestreams,
video
content,
Marketing
campaign
materials and
HR updates.
INTERNAL
• Newsletters
• Custom
Audiences for
targeting.
• Partnerships
forms on
websites.
PARTNERSHIP
S
• E-Media
Newsletter
• Direct E-
Media buy
• Media
briefings
• Media outings
to foster
relationships
.
MEDIA
BRAND
• Stakeholder
Management
plan to be
drafted
including key
industry
stakeholders,
regulators,
Govt
officials &
international
bodies.
• Online
targeting for
key messages.
STAKEHOLDER
S

29. Passive Vs Active Digital Marketing
Passive VS Active
 Search Engine Optimization
 Google Business
 Content Marketing/Blogs
 Customer Reviews
 Bots
 Infographics
 OnlineTrials
 Remarketing
 Search Engine Marketing
 Email Marketing
 Social Media ads
 Online PR
 Influencers
 Webinars

30. Passive Digital
Marketing

31. Active Digital
Marketing with Search
Engine Marketing

32. Building an Agile Strategy
Paid
Media
Earned
Media
Website
Blog
Social
Mentions
Shares
Reviews
Testimonials
Ads
Retargeting
Paid Content
Influencers
Owned Media

33. Account-Based Marketing

34. Account-Based Marketing
EARNED
Customer Advocacy
Online PR
OWNED
Passive Advertising
WEBSITE
Data Mining
Contact Forms
Lead Gen forms
Sales
Team
PAID
Active Advertising

35. Questions?

36. Breaking down SOSTAC
S
O
S
T
A
C
Tactics
Get Laser Guided!

37. Your Tactics
• Channel Roles
• Advertising Plan
• Content Plan
• Influencer Plan
• Website Plan

38. Consumer Funnel
Objective Tactic Social Activity KPI’s
Customer
Journey
Demand
Business
Impact
Awareness
Consideration
Decision
Adoption
Advocacy
Awareness
Conversion
Satisfaction
Influencing
Thematic posts Posts
Posts,
responses
Posts, promos
Customer care
Thank influencers,
share their posts
Turn into
influencers
Product, How-to
posts
Links, lead Gen
Engage on
Experience
Impressions, reach
Engagement
Link Clicks, leads
closed
+ve mentions,
Tickets Closed
+ve mentions,
earned reach
Top of Mind
Awareness
Visitors/traffic
Conversions
Sentiment & repeat
business
Referrals, Word of
mouth, +ve NPS

39. Channel Roles
Revenue
Brand
News Edutainment

40. Influencer Strategy

41. Strategy for Personal Digital

42. JAPANESE CONCEPT OF IKIGAI:“THE REASON FOR BEING.”

43. JAPANESE CONCEPT OF IKIGAI:“THE REASON FOR BEING.”

44. Questions?

45. THANK YOU