Digital Building Blocks

Basic Guiding Principles
A Guiding Digital Framework 1
BASIC BUILDING BLOCKS
FOR DESIGNING A DIGITAL FRAMEWORK

A Guiding Digital Framework
For many organizations, there is an inherent need to rethink the brand experience
through the entire customer journey. This, more often than not, has become the
main catalyst for driving Digital initiatives.
2

Source: Brian Solis, Altimeter Group
UMOT > ZMOT: Shared expressions from trusted impressions
Shared experiences affect every moment of truth
Social
Discovery
Consideration
to Purchase
Experience Shared
Experience
Awareness
Stimulus
Zero
Moment
Of Truth
First
Moment
Of Truth
Second
Moment
Of Truth
Ultimate
Moment
Of Truth
From the initial stimulus to the ultimate moment of truth…
3

Where consumer VALUE is defined by delivering
better omnichannel Brand Experiences,
which benefits the organization at a holistic level to get closer
to customers and to better compete in a changing world.
4

Ultimately leading to greater business profitability and success.
This is the opportunity.
5

It starts with an integrated digital marketing approach.
6

The short-term goal should be to put into place
progressive frameworks, strategies and processes that
will serve as the initial building blocks…
which will allow organizations to begin executing against them to create a
solid foundation for which can grow and evolve into future,
longer-term success.
7

Taking the first step will be the vision.
How an organization gets from where they are today to where it wants to
be in the future will come from the understanding that a digital strategy
is not a “set and execute” one-time strategic initiative.
8

The digital strategy needs to naturally evolve over time…
building on each past success as the organization continues to develop best
practices and expertise at each phase in the digital transformation journey.
9

Managing a transformation effort will be to apply digital strategy with
scale and balance to execute a strategic direction at the highest possible
levels based on a systematic approach based on
data, measurement and analytics.
10

Master Framework
While leveraging a MASTER digital framework…
that is designed and used as a guiding and adaptable model
and which can continuously evolve to unique needs.
11

Master Framework
And with a bigger picture point of view…
that any building blocks implemented today
will grow and mature over time as
ROI is demonstrated.
12

Master Framework
The starting point is the master digital framework.
13

Master Framework
Digital Master Framework
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
Schedule
Alignments
Brand
Identity
Alignments
Design &
Architectural
Alignments
Strategic
Directions
Vision,
Goals,
Objectives &
KPIs
Target
Personas
Digital
Footprint &
Touchpoints
Brand Story
Branding
Online/Offlin
e Integration
Creative &
Content
Publishing
Localization
Mobile
Lead
Generation
Employer
Branding
Milestone
Managemen
t
Process &
Methodology
SEM
SEO
Paid Media
Experiential
Marketing
Social
Media
Marketing
Mobile &
App
Marketing
Email
Marketing
Content
Strategy
Inbound
Marketing
Employer
Brand
Marketing
Workflow
Alignments
Team
Structures
Team Roles
Hub & Spoke
Models
Onboarding
&
Continued
Learning
Content
Directions
Owned
Earned
Paid
User
Generated
Content
(UGC)
Campaigns
&
Promotions
IRL Events
Support
Technology
Stacks
Workflow
Management
Marketing
Automation
Community
Management
Workflow
Collaboration
Ad Serve
Platforms
Business
Intelligence
(Insights)
Listening &
Monitoring
Web & App
Platforms
Ecosystem
Alignment
Channel Use
Optimization
Seamless
Integrated
Footprint
Customer
Touchpoints
Alignment
Channel
Content
Optimization
Building
Block
Execution
Budget
Alignments
Objective
Oriented
Phased In
Roadmaps
& Timelines
Omnichannel
Brand
Experience
Optimization
Workflow
Management
Engagement
& Conversion
Community
Management
Mobile
Optimizatio
n
Web Design
Real-Time
Personalizatio
n
Mobile First
Design
App Design
Team
Collaboration
Intra-Office
Management
Inter-
Department
Agencies &
Stakeholder
s
Planning
Workshops
Workflow
Tools
Measuremen
t & ROI
Measuremen
t & Reporting
Cycles
Adaptation &
Re-alignment
Iterative
Planning
Cycles
14

Advance Discovery
However, in order to build future success, an organization
must be able to define it and then measure against it.
15

Strategic Directions
There will be a need to understand that the power of a
digital strategy lies in its scope and objectives.
Less digitally mature organizations will tend to focus on individual technologies
and strategies that are decidedly operational in focus.
a.k.a silo marketing

What is required is an organization must think about marketing
as a holistic, omnichannel and seamless
customer experience.

Process & Methodology
• Brand Story
• Branding Guidelines
• Content Needs
Seamless
Brand
Experience
Web
Assets
Social
Media
Profiles
Email
Search &
Paid
Media
Mobile
& Apps
Technology
Platforms
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INTEGRATED SEAMLESS BRAND EXPERIENCE FRAMEWORK
• Content
• Publishing
• Distribution
• Engagement
• Conversion
STRATEGIC DIRECTION DEFINED
• Measurement
• Adjustments
• Workshops
• Planning Cycles
Ecosystem
Alignment
Asset
Development
& Upgrades
Community
Management
Optimized
Content
Distribution
Channel
Journey
Mapping
Multitouch
Alignment
Lead
Nurturing
Opt-in
Lead Gen
Reach &
Discovery
Preference &
Multiscreen
Managed
Engagement
Efficiencies

While ensuring each customer touchpoint
unifies the brand story across the
paid, owned and earned media landscape.

Brand Conversation
• SHARING
• MENTIONS
• SHARES
• REPOSTS
• REVIEWS
EARNED
MEDIA
• WEB PROPERTIES
• PORTALS / MICROSITES
• MOBILE SITE
• BLOG
• SOCIAL MEDIA
• APPS
Brand Experience
OWNED
MEDIA
20
SEM FRAMEWORK
Brand Awareness
• BANNER ADS
• PAY PER CLICK
• DISPLAY ADS
• RETARGETING
• PAID INFLUENCERS
• PAID CONTENT
(NATIVE ADS)
• 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 comprehensive SEM strategy

While also reflecting on customer values
aspirations, personalities and online behaviors…
to understand how unique audience pools will align
to the brand promise and value.

core
values
BRAND
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BRAND REFLECTION CYCLE (PERSONA) FRAMEWORK
Brand Characteristics – Outlining the brand characteristics which
can identify traits that can be associated with the brand
through actions, words, and overall organizational behavior.
Personality – The ability to represent the brand via conversations,
social objects, and stories. If the brand was a person, how
would it appear? How would it sound? How would it interact
with others? How would others describe it?
Opportunities - A combination of who the brand
is and what it offers today and also the
opportunities that emerge that provide the
opportunity to connect the brand with
those seeking solutions not yet to identified.
Core Values – Provides the foundation that supports the orbiting
characteristics of the brand that support the mission and
purpose and which are unique to the company.
Pillars - The principal, central themes that convey
uniqueness and value, fortified through the
social objects developed and distributed. The
unique qualities of the brand.
Brand Promise - What is the mission as it relates to
the customer? Provides the brand meaning
and direction.
Aspirations – The stature and mission sought over time as a
constant to drive organizational purpose and vision.
Culture – Demonstrable shared employee attitudes,
values, goals and practices that can be aligned
to brand aspirations and purpose and which
can be shared in all communications.

A starting point is the development and understanding of
target audience pool personas.

Fundamental Persona Development Guidelines | Creating Brand Resonance with Audiences
What is it we want to accomplish?
How do we wish to be viewed?
How are we contributing to the depiction of the brand?
What do we stand for?
What are our core values?
Where do we stand in these social networks, as it relates to the culture of each, and where do I as a
spokesperson fit into the mix?
How do employee personal brands affect the company brand and vice versa?

And then mapping personas to the customer journey throughout
each potential touchpoint in the brand engagement.

Content Directions
Physical Touchpoints
Digital Touchpoints
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
RFP
Website
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
CUSTOMER JOURNEY MAPPING ALIGNMENT FRAMEWORK
26
# REPRESENTATION #
Content (owned and paid) should be aligned to the digital consumer journey in each phase of the customer
lifecycle with context and relevancy.

Once these exercises are complete attention can then be turned to
targeted value propositions, messaging and content.

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.
28
CONTENT DIRECTION FRAMEWORK
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.
Context and relevancy should never be sacrificed in support of volume & frequency.
Content should always be managed from a perspective of Quality over Quantity.

As marketing execution commences, data analytics and measurement
will then lead to campaign optimizations aligned
to each touchpoint where true transformation begins.

Ecosystem Alignment
CHANNEL CONTENT OPTIMIZATION FRAMEWORK
30
Word choice, objectivity within published
content, UGC, and sharing expert advice
all matters. Limit overt 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 context and
relevancy with basic production criteria
such as grammar & spelling, formatting,
content length, focus, and readability.
Leverage a content marketing effort that
is both deep and wide. Create in-depth
expert advice 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.
Images and videos are extremely
important for both engagement and
purchase decisions. Ensure images or
videos are in context with your content
and provide value. Manage load times
and SEO optimization.
Content directions should leverage
keywords for maximum user discovery.
Keyword research stimulates content
theme and topic ideation.
Continuously adapt and evolve based on
KPIs that govern channel and content
performance.

The core building blocks outlined should indeed be
deemed essential to any transformation effort…
however, turning planning into action will require
a well managed, objective-based roadmap and timeline.
31

Building Block Execution
Online Advertising
App Marketing
Continually adjust &
adapt for enhanced
performance
Measure performance
against channel KPIs and
overall business ROI
impact
MANAGE EXECUTION
TO GOALS & OBJECTIVES
Mobile Marketing
Experiential Marketing
Implement systems
platforms, process &
methodologies
Set performance
measurement cycles
32
OBJECTIVE BASED ROADMAP & TIMELINE FRAMEWORK
CHANNEL MARKETING
L e a d T r a c k i n g & N u r t u r I n g
Phase In Initiatives
Based on Timeline
Priorities, Resource &
Budget Allocation
Web Marketing
Search Engine Marketing
Email Marketing
Ecosystem Alignment
Content Marketing
Social Media Marketing
Ecosystem Optimization
SEAMLESS BRAND EXPERIENCES

From the initial stimulus to the ultimate moment of truth…
organizations can be successful in delivering a seamless,
omnichannel consumer experience with a vision and a commitment
via building block execution.
33

Building Block Execution
THE PAYOFF: AN OMNICHANNEL BRAND EXPERIENCE FRAMEWORK
 Unified: One brand, one voice, different channels
 A continuous experience across channels
Brick-and-Mortar Web
Mobile
Email
Social
Media
Unified
Seamless
Targeted Content
Core Content
Features Start Continue End
 Content distribution is prioritized based on channel or
context
 Content core features remain the same across channels
(e.g. product features, $$ / details, cart / checkout)

With some patience to grow and evolve, organizations at all levels can
reach and realize their transformation aspirations leading to greater
long-term business success.
I encourage organizations to start here with these
fundamental core building blocks.
35

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Daniel McKean, Sr. Digital Strategist & Analyst, mPactWorks
www.linkedin.com/in/danielmckean

Digital Building Blocks

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