This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.
You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
SEO has changed a lot over the last two decades. We all know about Google Panda & Penguin, but did you know there was a time when search engine results were returned by humans? Crazy right? We take a trip down memory lane to chart some of the biggest events in SEO that have helped shape the industry today.
You are dumb at the internet. You don't know what will go viral. We don't either. But we are slighter less dumber. So here's a bunch of stuff we learned that will help you be less dumb too.
What 33 Successful Entrepreneurs Learned From FailureReferralCandy
Entrepreneurs encounter failure often. Successful entrepreneurs overcome failure and emerge wiser. We've taken 33 lessons about failure from Brian Honigman's article "33 Entrepreneurs Share Their Biggest Lessons Learned from Failure", illustrated them with statistics and a little story about entrepreneurship... in space!
The What If Technique presented by Motivate DesignMotivate Design
Why "What If"...?
The What If Technique tackles the challenge of engaging a creative, disruptive mindset when it comes to design thinking and crafting innovative user experiences.
Thinking disruptively is a disruptive thing to do, which means it's a very hard thing to do, especially when you add in risk-averse business leaders and company cultures, who hold on tight to psychological blocks, corporate lore, and excuse personas that stifle creativity and possibilities (see www.motivatedesign.com/what-if for more details).
The What If Technique offers key steps, tools and examples to help you achieve incremental changes that promote disruptive thinking, overcome barriers to creativity, and lead to big, innovative differences for business leaders, companies, and ultimately user experiences and products.
Let's find out what's what together! Explore your "What Ifs" with us. See www.motivatedesign.com/what-if for details about the What If Technique, studio workshops, the book, case studies and more downloads--including a the sample chapter "Corporate Lore and Blocks to Creativity"
Connect with us @Motivate_Design
How People Really Hold and Touch (their Phones)Steven Hoober
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
Presented at ConveyUX in Seattle, 7 Feb 2014
For the newest version of this presentation, always go to: 4ourth.com/tppt
For the latest video version, see: 4ourth.com/tvid
We are finally starting to think about how touchscreen devices really work, and design proper sized targets, think about touch as different from mouse selection, and to create common gesture libraries.
But despite this we still forget the user. Fingers and thumbs take up space, and cover the screen. Corners of screens have different accuracy than the center. It's time to re-evaluate what we think we know.
Steven reviews his ongoing research into how people actually interact with mobile devices, presents some new ideas on how we can design to avoid errors and take advantage of this new knowledge, and leaves you with 10 (relatively) simple steps to improve your touchscreen designs tomorrow.
An impactful approach to the Seven Deadly Sins you and your Brand should avoid on Social Media! From a humoristic approach to a modern-life analogy for Social Media and including everything in between, this deck is a compelling resource that will provide you with more than a few take-aways for your Brand!
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
Inside this guide, you'll learn an insiders tips and techniques to getting into the marketing industry - no job applications necessary.
You'll learn what marketing really is, why you'll find a job easily, what entry level marketing jobs look like and four actionable things you can try right now to help get you into the marketing industry.
Visit Inbound.org and the Inbound.org/jobs community jobs board to find opportunities and connect with professional marketers from all over.
To help the curious class stay relevant, we’ve assembled an A-Z glossary of what we predict to be the 100 must-know terms and concepts for 2017.
We hope this cultural crib sheet will help prepare you for the year ahead.
Enjoy!
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Doyle Buehler
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital marketing by Doyle Buehler
Doyle is a world authority on digital transformation, a best selling author, podcaster, teacher and entrepreneur. He has consulted, coached, taught and inspired many in the areas of digital leadership, online marketing, social selling, social media marketing & digital strategy.
Doyle plays at the intersections of entrepreneurship and digital innovation, and has spent the past 16 years in the business world with multiple businesses and startups from around the world. He positions these digital leaders to think in a clearer, logical, more strategic manner for evolving their business.
Doyle host’s an iTunes podcast, Breaking.Digital, where he interviews digital marketing influences from around the world, discussing digital strategy and branding for B2B & B2C, and is a judge on the 2019 “Canadian Marketing Association Awards” and the “Australian Web Industry Association Awards
A team teaching presentation on digital advertising made by two advertising students from the S.I. Newhouse School of Public Communications based on research and interviews with experts in the field. Topics covered include but are not limited to: effective digital campaign marketing, the future of digital advertising, key indicators of a successful digital strategy, and tips for engaging your consumers via the RIGHT social media platforms. Special thanks to Jeff Barrett, Simon Bowthorpe, Scott Hoffman, and Rachel Cone-Gorham for participating in interviews and giving valuable insights.
In today's digital age, Social Media Engagement is the way of life. From status
updates on Facebook to tweeting about your new pair of jeans to connecting
with professionals on LinkedIn – We almost live in a 'One button
economy'. Businesses across the globe are leveraging on the C2C Era,
however one prominent question that almost troubles all is - “I will
invest in Social Media, but how do I calculate ROI?”
this documents sheds the much needed light on gauging Social Media ROI.
Our world’s digital landscape is evolving faster than ever before, the only constant is change and most enterprises are struggling to adapt. In this webinar, we deep dive into Digital Transformation – the business strategy that can unlock new, better and bigger growth opportunities for your company.
Marketing Playbook 2020 // The next marketing managerAdv Media Lab
La tecnologia e il comportamento dei “consumatori” si evolveranno in modo imprevedibile da qui ai prossimi 5 anni. Come reagirà il mondo del marketing?
The job of being a marketer in 2015 is undoubtedly more difficult than it was 20 years ago. The proliferation of channels, markets, and, importantly, incomes in emerging markets around the world, has made marketing a complex discipline.
Digitalise your SME business: Digital marketing for the Covid/post-Covid eraClark Boyd
SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.
This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.
The Most Prominent Digital Media Agency for Manufacturers to Watch-2023.pdfCIOLOOKIndia
This edition features a handful of The Most Prominent Digital Media Agency for Manufacturers to Watch-2023 in India that are leading us into a digital future.
The Most Prominent Digital Media Agency for Manufacturers to Watch-2023.pdfCIOLOOKIndia
This edition features a handful of The Most Prominent Digital Media Agency for Manufacturers to Watch-2023 in India that are leading us into a digital future.
Planning and managing a digital strategy. This paper gives an overview of the steps, processes and thought required to plan, create, actualise and evaluate a digital strategy.
To truly practice what we preach, we have decided to begin measuring how we score on our own rubric. We're looking for other orgs to help us validate this as a product and help us define some benchmarks. More details at Responsive.org.
Our mission is to solve the world's most massively complex challenges by developing a network of 21st century problem solvers.
Brought to you by the Bucket Brigade.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
2. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 2
Digital Strategy 101 is an overview of the current state of digital strategy and
an exploration of core concepts, deliverables, and thought-leaders relevant to
young practitioners.
3. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 3
ABOUT THE AUTHOR,
@Bud_Caddell
I’m currently SVP, Director of Invention and Director of
Digital Strategy at Deutsch LA. I was listed by Business
Insider as the most creative person, under 30, in advertising.
Adweek listed me in their top 50 industry professionals of
2012. The Guardian placed me in their 10 digital strategists
to watch in 2013.
I’ve been earning a paycheck from the web, in one form or
another, for the last 17 years. I owe any professional success
to the web and to the generous people who have used it to
freely share what they know with others. With this
presentation, I’m trying to pay back some of that kindness
by giving away whatever I know about the relatively young
and constantly evolving field of digital strategy. I am by no
means an expert, but I have spent several years as an
amateur. I hope you find this useful and I hope someday you
too feel compelled to share all of your secrets.
Find more of my thoughts at:
http://whatconsumesme.com
http://budcaddell.com
4. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 4
TABLE OF CONTENTSTABLE OF CONTENTS
6 WHAT IS A DIGITAL STRATEGY?
25 WHAT IS A DIGITAL STRATEGIST?
31 WHAT CORE CONCEPTS SHOULD I KNOW?
59 WHAT DOES A DIGITAL STRATEGIST PRODUCE?
76 COOL TOOLS
88 VOICES TO FOLLOW
5. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 5
Got a question?
Tweet it with #DigiStrat101.
6. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 6
WHAT IS A
DIGITAL STRATEGY?
SECTION
7. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 7
A digital strategy is a plan to
accomplish something with
the benefit of digital tools.
8. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 8
Sounds simple enough, right?
Well, let’s fix that.
9. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 9
A digital strategy is a plan to
accomplish something with
the benefit of digital tools.
Plans require a who, what, when, where, and how.
10. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 10
A digital strategy is a plan to
accomplish something with
the benefit of digital tools.
An objective has to be measurable and actionable.
11. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 11
A digital strategy is a plan to
accomplish something with
the benefit of digital tools.
But what is digital and what are the benefits, exactly?
12. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 12
Once upon a time, digital
was a room. Then, much
later, with the birth of the
web, digital became a
marketing channel just like
TV, radio, and print.
13. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 13
Today, thanks to mobile
and other connected
devices, digital is a
persistent layer of our daily
lives. All media are now
digital and all experiences
can be digital now, too.
14. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 14
Which means that as long as
we don’t design dead ends
(e.g. watch our TV spot that
drives to our website where
you can get a link to our
mobile app that interacts with
our print ads), brand
experiences never have to end.
15. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 15
Mass media was designed so that every
time we have something to say, we have
to pay to assemble an audience (like
buying thirty seconds during your
favorite TV show). In digital, we have
the ability to collect relationships with
our customers (in full view of their
friends) with every single thing that we
do. Which means, in theory, that the
more we do, the cheaper it becomes to
connect with our customers over time.
16. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 16
Perhaps best of all, in digital
communication can flow both ways,
which has empowered a new breed of
more active (and sometimes more
demanding) consumers. Brands that
have courted these consumers are
already reaping the rewards. For
example, in five years Starbucks has
elicited over 150,000 ideas which have
generated millions of dollars in new
product sales.
17. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 17
But while digital has unleashed
a new renaissance of creativity
and opportunity, it has also
lead to an explosion of
channels and messages all
seeking our attention.
18. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 18
In a world of abundant choice and scarce attention,
this stuff has never been easier to ignore.
19. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 19
MARKETING
THAT WORKS
MARKETING
THAT PEOPLE WANT
OUR MISSION
Moreover, with DVRs and ad-
blocking software, we no longer
have the luxury of a captive
audience. Everything we do has
to be remarkable, attention-
earning, and sharable.
20. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 20
Fear not though, what can be
digital is almost as limitless as
what digital can do to capture
the imagination, grow
business, and build brands.
How about a digital toaster that
prints today’s weather forecast?
21. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 21
And anything we create in digital is
open to measurement, learning, and
ultimately iteration. Nothing is finished
and nothing is final. If Twitter can launch
like this and become the world’s water
cooler, the success of our efforts are
only limited to the scale of our ambition
and persistence.
22. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 22
Today, digital is a participatory layer of
all media that allows users to self-select
their own experiences, and affords
marketers the ability to bridge media,
gain feedback, iterate their message, and
collect relationships.
23. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 23
So, well then, let’s try defining
digital strategy one more time.
24. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 24
A digital strategy is the who, what,
when, and where of listening and
responding to consumers, bridging
brand experiences, iterating offerings,
and collecting and activating consumer
relationships in order to accomplish an
actionable and measurable objective.
25. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 25
WHAT IS A
DIGITAL STRATEGIST?
SECTION
26. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 26
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity.
27. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 27
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity.
Through conducting research and synthesizing insights.
28. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 28
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity.
By monitoring brand health and orchestrating
brand campaigns.
29. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 29
A digital strategist is the
person who develops and
oversees digital strategies and
is responsible for inspiring
digital creativity.
Through briefings and on-going collaboration.
30. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 30
PRODUCTION
BRAND
TECHNOLOGY
BUSINESS
BEHAVIOR
CULTURE
While there’s no single
qualification or education
to become a digital
strategist, an obsessive
curiosity and a mix of these
six areas do help, though.
31. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 31
WHAT CORE CONCEPTS
SHOULD I KNOW?
SECTION
33. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 33
LEVERAGE POINTLEVERAGE POINT
DEFINITION USE
The factors which most influence a
desired outcome
Sometimes you have the ability to
influence sales directly with digital (like
when a client sells their product online),
but in other cases you have to influence
sales more indirectly. In those instances,
the work should be focused to impact
the leverage points of the purchase.
For example, when buying a new car,
consumers can be influenced by the
sticker price, the reviews of experts,
suggestions by friends, and the cultural
signal that the car denotes. All of which
can be acted upon to further the
likelihood of a final sale.
EXAMPLE
Sometimes you have the ability to
influence sales directly with digital (like
when a client sells their product online),
but in other cases you have to influence
sales more indirectly. In those instances,
the work should be focused to impact
the leverage points of the purchase.
For example, when buying a new car,
consumers can be influenced by the
sticker price, the reviews of experts,
suggestions by friends, and the cultural
signal that the car denotes. All of which
can be acted upon to further the
likelihood of a final sale.
How quickly a bathtub will fill with water is influenced by the rate of water entering
the tub via the faucet, the rate of water leaving the tub via the drain, and the size of
the tub itself. Each of these factors could be called a leverage point in how fast a tub
fills with water.
Sometimes you have the ability to
influence sales directly with digital (like
when a client sells their product online),
but in other cases you have to influence
sales more indirectly. In those instances,
the work should be focused to impact
the leverage points of the purchase.
For example, when buying a new car,
consumers can be influenced by the
sticker price, the reviews of experts,
suggestions by friends, and the cultural
signal that the car denotes. All of which
can be acted upon to further the
likelihood of a final sale.
34. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 34
SHARE OF MENTIONSSHARE OF MENTIONS
DEFINITION USE
One way to measure a brand’s impact in
culture
Anything we do in digital should have
hard measures (downloads, views,
shares) etc. but overall brand health is a
fuzzier thing. By keeping a finger on the
social pulse of the web, we can better
understand how consumers perceive the
brand and how culturally relevant the
brand is at any moment.
EXAMPLE
Anything we do in digital should have
hard measures (downloads, views,
shares) etc. but overall brand health is a
fuzzier thing. By keeping a finger on the
social pulse of the web, we can better
understand how consumers perceive the
brand and how culturally relevant the
brand is at any moment.
Hostess Cupcakes is represented in 15% of all mentions of ‘cupcakes’ but only
accounts for 5% of total cupcake ad spending. Mtn Dew represents 1% of all mentions
of ‘extreme’ but Monster Energy Drink is present in 1.4% of ‘extreme’ mentions.
Anything we do in digital should have
hard measures (downloads, views,
shares) etc. but overall brand health is a
fuzzier thing. By keeping a finger on the
social pulse of the web, we can better
understand how consumers perceive the
brand and how culturally relevant the
brand is at any moment.
36. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 36
INSIGHTINSIGHT
DEFINITION USE
A fresh and true observation that unlocks
creativity
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.
EXAMPLE
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.
Old Spice’s now legendary ‘The Man Your Man Could Smell Like’ campaign sprung
from a simple insight – men don’t buy men’s body wash, woman buy it for their guys
so they’ll smell good. With that truth, it makes perfect sense that a hot half-dressed
man would pitch his product to women first.
Insights are the oily rags and lit matches
of the advertising creative process.
Without them, there’d be no creative fire
power. But often, non-insights
masquerade in briefs as insights.
Takeaways, key messages, tag lines,
strategy statements, and outright
falsehoods are NOT insights. Insights
have to be fresh (so not occupied
territory), true (so not bullshit), and
must unlock your team’s creativity
(different for every group). Insights
come from three places: category
conventions, cultural tensions, and
consumer motivations.
37. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 37
CATEGORY CONVENTIONCATEGORY CONVENTION
DEFINITION USE
What’s tired, inspired, and plain dead in
how competitive brands communicate
and behave
Most clients don’t want to spend millions
of dollars to blend in. By understanding
the images, messages, and overall
conventions repeatedly used by your
competitors, you can help a brand
better stand out in a sea of sameness
and be recognized by the consumer.
EXAMPLE
Most clients don’t want to spend millions
of dollars to blend in. By understanding
the images, messages, and overall
conventions repeatedly used by your
competitors, you can help a brand
better stand out in a sea of sameness
and be recognized by the consumer.
Tune into car insurance commercials lately? You might notice that every single brand
uses a comical spokesman (Cavemen, Flo, The Gecko, etc.).
Most clients don’t want to spend millions
of dollars to blend in. By understanding
the images, messages, and overall
conventions repeatedly used by your
competitors, you can help a brand
better stand out in a sea of sameness
and be recognized by the consumer.
38. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 38
CULTURAL TENSIONCULTURAL TENSION
DEFINITION USE
When beliefs held by the target are in
conflict with one another
Brands should communicate their
product truths but they should also take
a position in overall culture. A cultural
tension is a powerful way in to a larger
conversation with the consumer.
EXAMPLE
Brands should communicate their
product truths but they should also take
a position in overall culture. A cultural
tension is a powerful way in to a larger
conversation with the consumer.
We aren’t really friends with most of our Facebook friends but we’re addicted to
checking their posts (see Whopper Sacrifice). Or. We think makeup will make us feel
prettier but makeup advertising makes us feel uglier (See Dove’s Real Beauty).
Brands should communicate their
product truths but they should also take
a position in overall culture. A cultural
tension is a powerful way in to a larger
conversation with the consumer.
39. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 39
CONSUMER MOTIVATIONCONSUMER MOTIVATION
DEFINITION USE
The biological, emotional, social, and
cognitive forces that influence behavior
“Behavior is motivation filtered through
opportunity.” – Clay Shirky
In digital, we too often focus on
consumer behavior without delving into
the messy motivations behind that
behavior. People tweet about our brand,
but before we ask them to tweet about
our new brand campaign we should
understand why they tweet to begin
with.
EXAMPLE
“Behavior is motivation filtered through
opportunity.” – Clay Shirky
In digital, we too often focus on
consumer behavior without delving into
the messy motivations behind that
behavior. People tweet about our brand,
but before we ask them to tweet about
our new brand campaign we should
understand why they tweet to begin
with.I want to lose weight for my High School reunion because I want people to pay more
attention to my six-figure salary than my waist line because I derive personal value
from the opinion of others.
“Behavior is motivation filtered through
opportunity.” – Clay Shirky
In digital, we too often focus on
consumer behavior without delving into
the messy motivations behind that
behavior. People tweet about our brand,
but before we ask them to tweet about
our new brand campaign we should
understand why they tweet to begin
with.
40. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 40
CONSUMER MOTIVATION (CONT’D)
SPECTRUM OF MOTIVATIONS
PHYSIOLOGICAL
NEEDS
PERSONAL
SAFETY
PERSONAL
KNOWLEDGE
SOCIAL
ACCEPTANCE
SOCIAL
STATUS
DEFINING
SELF
BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO
AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE
THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES
HUNGER, SLEEP, AIR,
DRINK, SHELTER
PROTECTION, SECURITY,
ORDER, STABILITY
SKILLS, TIPS, EXPERTISE,
SERVICES, TOOLS
NETWORK EFFECTS,
SOCIAL CURRENCY
POINTS, LEVELS,
REWARDS, RECOGNITION
IDENTITY,
PERSONALIZATION
41. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 41
MEMEMEME
DEFINITION USE
An idea which is imitated and re-
contextualized as it is shared, remixed,
and sustained
Memes are the building blocks of
culture. Brands often try to use memes
born from the web to demonstrate their
digital savvy, but in doing so forget that
memes are owned by the collective (so
a brand can’t claim a meme for its own)
and forget to re-contextualize that
meme in a new way for a specific
audience. The first rule of the web is if
you borrow something, make it better.
EXAMPLE
Memes are the building blocks of
culture. Brands often try to use memes
born from the web to demonstrate their
digital savvy, but in doing so forget that
memes are owned by the collective (so
a brand can’t claim a meme for its own)
and forget to re-contextualize that
meme in a new way for a specific
audience. The first rule of the web is if
you borrow something, make it better.
Lolcats is a meme. Keyboard Cat is a meme. The American Dream is a meme.
Religion, too, is a meme. Memes are pervasive ideas that can be shaped and
reshaped by the person sharing or performing it.
Memes are the building blocks of
culture. Brands often try to use memes
born from the web to demonstrate their
digital savvy, but in doing so forget that
memes are owned by the collective (so
a brand can’t claim a meme for its own)
and forget to re-contextualize that
meme in a new way for a specific
audience. The first rule of the web is if
you borrow something, make it better.
43. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 43
SOCIAL GRAPHSOCIAL GRAPH
DEFINITION USE
A representation of everyone that’s
connected to you online
With any digital strategy, the mission is
to understand how to provoke
individuals into spreading a message or
action through their social graph. In
digital, if you spend $1 to reach 1 person,
you’ve failed. The goal is to spend $1 to
reach 1 person who then reaches
hundreds of their friends on your behalf.
EXAMPLE
With any digital strategy, the mission is
to understand how to provoke
individuals into spreading a message or
action through their social graph. In
digital, if you spend $1 to reach 1 person,
you’ve failed. The goal is to spend $1 to
reach 1 person who then reaches
hundreds of their friends on your behalf.
Jack decided to see World War Z this weekend because his friend Sarah commented
on her friend’s Facebook post that she was excited to see it. So, Jack’s social graph
helped to surface the movie to his attention.
With any digital strategy, the mission is
to understand how to provoke
individuals into spreading a message or
action through their social graph. In
digital, if you spend $1 to reach 1 person,
you’ve failed. The goal is to spend $1 to
reach 1 person who then reaches
hundreds of their friends on your behalf.
44. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 44
INTEREST GRAPHINTEREST GRAPH
DEFINITION USE
A representation of the interests that
connect you with others online
As you’re developing a brief for
creatives to work from, it’s important to
know and represent which interests are
most prevalent among groups of
consumers and how those interests
connect individuals in those groups to
others. For example, research could
show that for 25 year old men, content
that features handlebar mustaches is
frequently shared in an ironic manner
while content featuring custom
motorcycles is shared most often in an
aspirational way. Additionally, brands
should have a fully formed interest
graph in digital, with each topic
connecting them to distinct groups of
people.
EXAMPLE
As you’re developing a brief for
creatives to work from, it’s important to
know and represent which interests are
most prevalent among groups of
consumers and how those interests
connect individuals in those groups to
others. For example, research could
show that for 25 year old men, content
that features handlebar mustaches is
frequently shared in an ironic manner
while content featuring custom
motorcycles is shared most often in an
aspirational way. Additionally, brands
should have a fully formed interest
graph in digital, with each topic
connecting them to distinct groups of
people.
Jill follows a Pinterest board all about apple pie recipes and so does Anna who lives
200 miles away from Jill. Apple Pie is the interest graph that connects Jill and Anna
online.
As you’re developing a brief for
creatives to work from, it’s important to
know and represent which interests are
most prevalent among groups of
consumers and how those interests
connect individuals in those groups to
others. For example, research could
show that for 25 year old men, content
that features handlebar mustaches is
frequently shared in an ironic manner
while content featuring custom
motorcycles is shared most often in an
aspirational way. Additionally, brands
should have a fully formed interest
graph in digital, with each topic
connecting them to distinct groups of
people.
45. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 45
THE DIGITAL TARGETTHE DIGITAL TARGET
DEFINITION USE
Identifiable and reachable networks of
people which either represent the target
market or influence the target in their
purchase process
Mass media targets are mass audiences,
usually expressed in ways like “Men,
25-50 years old.” If mainstream media
channels like TV are a shotgun, digital is
a sniper rifle. Our task is to turn one
mass target into a series of small
networks of people that fit the ideal
consumer or are connected to that
consumer either through their friends or
their interests.
EXAMPLE
Mass media targets are mass audiences,
usually expressed in ways like “Men,
25-50 years old.” If mainstream media
channels like TV are a shotgun, digital is
a sniper rifle. Our task is to turn one
mass target into a series of small
networks of people that fit the ideal
consumer or are connected to that
consumer either through their friends or
their interests.
When researching a car, Bob might read a review from Frank (a car expert), talk to
his friend Sue (who just bought a car), or get advice from his Dad (who he sees as a
trusted advisor), all could be considered members of distinct digital target groups.
Mass media targets are mass audiences,
usually expressed in ways like “Men,
25-50 years old.” If mainstream media
channels like TV are a shotgun, digital is
a sniper rifle. Our task is to turn one
mass target into a series of small
networks of people that fit the ideal
consumer or are connected to that
consumer either through their friends or
their interests.
46. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 46
THE DIGITAL TARGET (CON’TD)THE DIGITAL TARGET (CON’TD)
THE BROADCAST TARGET THE DIGITAL TARGET
SINGLE MEN
IN THEIR
THIRTIES
STILL LIVING
IN THEIR
TWENTIES
WOMEN
WANT HIM,
MEN WANT
TO BE HIM
DEMOGRAPHIC
PSYCHOGRAPHIC
ASPIRATION
NETWORK
SINGLE MEN
IN THEIR
THIRTIES
STILL LIVING
IN THEIR
TWENTIES
FANTASY
FOOTBALL
LEAGUES
SNEAKER-
HEADS
ONLINE
POKER
PLAYERS
OKCUPID
USERS
47. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 47
COMMUNITYCOMMUNITY
DEFINITION USE
A group of interconnected individuals who
share a vision for the future and can be
defined by insiders and outsiders
Communities are distinct from target
demographics and crowds. A target
group shares a common set of
demographics and/or psychographics. A
crowd shares a common location in time
and/space. Community is a word that
marketers like to throw around, more
often than not incorrectly.
A brand’s Facebook fans are not a
community (they’re most often crowds).
Before you expect a group of people to
behave like a community, be sure that
they share the common characteristics
listed here.
EXAMPLE
Communities are distinct from target
demographics and crowds. A target
group shares a common set of
demographics and/or psychographics. A
crowd shares a common location in time
and/space. Community is a word that
marketers like to throw around, more
often than not incorrectly.
A brand’s Facebook fans are not a
community (they’re most often crowds).
Before you expect a group of people to
behave like a community, be sure that
they share the common characteristics
listed here.
Attendees of Burning Man are a community. Users of the website 4chan could also
be called a community. According to Senator Bill Bradley, communities share five
common characteristics. First, the community holds a shared vision of who they are
and the future they want to build together. Second, members of the community
share a yearning for connection. Third, communities (especially the strong ones) are
exclusive in some way. Fourth, communities typically have an engaged and active
leader. Lastly, communities share common activities.
Communities are distinct from target
demographics and crowds. A target
group shares a common set of
demographics and/or psychographics. A
crowd shares a common location in time
and/space. Community is a word that
marketers like to throw around, more
often than not incorrectly.
A brand’s Facebook fans are not a
community (they’re most often crowds).
Before you expect a group of people to
behave like a community, be sure that
they share the common characteristics
listed here.
49. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 49
SPREADABILITYSPREADABILITY
DEFINITION USE
The likelihood that a piece of content will
be shared across digital platforms by
specific groups of people
You shouldn’t create any content
without a target in mind and without
exploring why that target would feel
compelled to share that content with
their friends. People share content for
three reasons: 1) Because it strengthens
their bonds with others (e.g. if I share a
piece of content with you I’m not just
telling you I like it, I’m telling you that I
like you, too), 2) Because it defines a
collective identity (e.g. Star Wars fans),
and 3) Because it gives them status (e.g.
for finding it first, or being the person
that finds funny videos).
EXAMPLE
You shouldn’t create any content
without a target in mind and without
exploring why that target would feel
compelled to share that content with
their friends. People share content for
three reasons: 1) Because it strengthens
their bonds with others (e.g. if I share a
piece of content with you I’m not just
telling you I like it, I’m telling you that I
like you, too), 2) Because it defines a
collective identity (e.g. Star Wars fans),
and 3) Because it gives them status (e.g.
for finding it first, or being the person
that finds funny videos).
You may often hear of a video going “viral” on the web. In fact, the video isn’t viral (it
didn’t pluck itself from one eyeball to the next). Individuals chose to share that video
with their friends because of its value to their network and to themselves.
You shouldn’t create any content
without a target in mind and without
exploring why that target would feel
compelled to share that content with
their friends. People share content for
three reasons: 1) Because it strengthens
their bonds with others (e.g. if I share a
piece of content with you I’m not just
telling you I like it, I’m telling you that I
like you, too), 2) Because it defines a
collective identity (e.g. Star Wars fans),
and 3) Because it gives them status (e.g.
for finding it first, or being the person
that finds funny videos).
50. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 50
ELEMENTS OF GAMEPLAYELEMENTS OF GAMEPLAY
DEFINITION USE
Rules and mechanics intended to produce
prolonged engagement
Not every task deserves to be a game.
But, if you want to incite repeated or
sustained use, the following may have
some beneficial impact. First, give your
users something to recognize and
display their achievements (badges,
pins, etc.). Second, give users a currency
of some kind which accrues through use
or social action (followers, fuel) and
allow them to exchange that currency
for special rewards. Third, give your
users feedback. Let them know how
they’re doing with every interaction they
take. Lastly, let users groom and
customize their identities and public
personas in the service.
EXAMPLE
Not every task deserves to be a game.
But, if you want to incite repeated or
sustained use, the following may have
some beneficial impact. First, give your
users something to recognize and
display their achievements (badges,
pins, etc.). Second, give users a currency
of some kind which accrues through use
or social action (followers, fuel) and
allow them to exchange that currency
for special rewards. Third, give your
users feedback. Let them know how
they’re doing with every interaction they
take. Lastly, let users groom and
customize their identities and public
personas in the service.
When I beat my goal with Nike Fuelband I earn a badge. When I buy enough Subway
sandwiches, I earn a free sub. When I reach a certain level of AMEX Rewards I’m able
to buy a new XBOX One.
Not every task deserves to be a game.
But, if you want to incite repeated or
sustained use, the following may have
some beneficial impact. First, give your
users something to recognize and
display their achievements (badges,
pins, etc.). Second, give users a currency
of some kind which accrues through use
or social action (followers, fuel) and
allow them to exchange that currency
for special rewards. Third, give your
users feedback. Let them know how
they’re doing with every interaction they
take. Lastly, let users groom and
customize their identities and public
personas in the service.
51. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 51
NETWORK EFFECTNETWORK EFFECT
DEFINITION USE
The effect that one user of a good or
service has on the value of that product to
other people
In marketing, we tend to focus our
communications on the value of the
product or service to a single user –
which is smart, people most often
choose things based on the immediate
benefit to them. But as marketing
becomes as focused on the service itself
and not just how the service is
communicated, brands and businesses
will find that leveraging the Network
Effect will bring a new competitive
advantage in the marketplace. AMEX
began focusing on how they could
connect their small business customers
together to aid one another and now
small business is a true cornerstone of
their business model.
EXAMPLE
In marketing, we tend to focus our
communications on the value of the
product or service to a single user –
which is smart, people most often
choose things based on the immediate
benefit to them. But as marketing
becomes as focused on the service itself
and not just how the service is
communicated, brands and businesses
will find that leveraging the Network
Effect will bring a new competitive
advantage in the marketplace. AMEX
began focusing on how they could
connect their small business customers
together to aid one another and now
small business is a true cornerstone of
their business model.
If none of your friends were on Facebook, it wouldn’t be a very worthwhile space to
waste your day. But with each friend that joins the service, it becomes that much
more interesting. Digital businesses like Facebook are built entirely on the Network
Effect.
In marketing, we tend to focus our
communications on the value of the
product or service to a single user –
which is smart, people most often
choose things based on the immediate
benefit to them. But as marketing
becomes as focused on the service itself
and not just how the service is
communicated, brands and businesses
will find that leveraging the Network
Effect will bring a new competitive
advantage in the marketplace. AMEX
began focusing on how they could
connect their small business customers
together to aid one another and now
small business is a true cornerstone of
their business model.
53. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 53
FREYTAG’S PYRAMIDFREYTAG’S PYRAMID
DEFINITION USE
A model for developing strategic and
creative presentations
This storytelling framework is as old as
human language and our brains are
conditioned to follow narratives in this
structure. Start with the current
situation, explain what you did, and
what lofty ambitions you gave yourself.
Then, challenge the client with the
barriers to reaching your ambitions and
then explain how to overcome those
barriers. Next, build excitement as you
expose the creative solutions and ideas
you’ve generated and end smoothly with
timing, costs, and next steps.
This storytelling framework is as old as
human language and our brains are
conditioned to follow narratives in this
structure. Start with the current
situation, explain what you did, and
what lofty ambitions you gave yourself.
Then, challenge the client with the
barriers to reaching your ambitions and
then explain how to overcome those
barriers. Next, build excitement as you
expose the creative solutions and ideas
you’ve generated and end smoothly with
timing, costs, and next steps.
This storytelling framework is as old as
human language and our brains are
conditioned to follow narratives in this
structure. Start with the current
situation, explain what you did, and
what lofty ambitions you gave yourself.
Then, challenge the client with the
barriers to reaching your ambitions and
then explain how to overcome those
barriers. Next, build excitement as you
expose the creative solutions and ideas
you’ve generated and end smoothly with
timing, costs, and next steps.
CLIMAX
CHALLENGE
RESOLUTION
GRAND
AMBITION
STARTING POINT
55. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 55
UNCERTAINTYUNCERTAINTY
DEFINITION USE
A fact of life in everything a brand
attempts
A digital strategy is a plan for the future,
but no future is certain. Every plan we
make is predicated on a series of
assumptions (beginning with the
assumption that there will be a
tomorrow). All digital strategies should
recognize their core assumptions and
have a plan in place to pivot if/when
those assumptions no longer hold true.EXAMPLE
A digital strategy is a plan for the future,
but no future is certain. Every plan we
make is predicated on a series of
assumptions (beginning with the
assumption that there will be a
tomorrow). All digital strategies should
recognize their core assumptions and
have a plan in place to pivot if/when
those assumptions no longer hold true.
“There's no chance that the iPhone is going to get any significant market share. No
chance.”
– Microsoft CEO Steve Ballmer, 2007
A digital strategy is a plan for the future,
but no future is certain. Every plan we
make is predicated on a series of
assumptions (beginning with the
assumption that there will be a
tomorrow). All digital strategies should
recognize their core assumptions and
have a plan in place to pivot if/when
those assumptions no longer hold true.
56. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 56
LITTLE BETSLITTLE BETS
DEFINITION USE
A method for subdividing a client’s
budget for digital success
When a client comes to us and says,
“We don’t have much money,” our first
instinct is to produce fewer things at a
higher quality. While this makes logical
sense, it’s wrong. Our success in culture
depends on people choosing to engage
and share our work, and there’s simply
no sure way of guaranteeing that
success. We should strive to put more
irons in the fire, more hands at the card
table, rather than fewer.
EXAMPLE
When a client comes to us and says,
“We don’t have much money,” our first
instinct is to produce fewer things at a
higher quality. While this makes logical
sense, it’s wrong. Our success in culture
depends on people choosing to engage
and share our work, and there’s simply
no sure way of guaranteeing that
success. We should strive to put more
irons in the fire, more hands at the card
table, rather than fewer.For $6 million dollars, we could run 2 TV commercials for a month or we could make
and iterate four digital apps that solve ongoing problems in a consumer’s lives.
When a client comes to us and says,
“We don’t have much money,” our first
instinct is to produce fewer things at a
higher quality. While this makes logical
sense, it’s wrong. Our success in culture
depends on people choosing to engage
and share our work, and there’s simply
no sure way of guaranteeing that
success. We should strive to put more
irons in the fire, more hands at the card
table, rather than fewer.
57. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 57
MINIMUM VIABLE CONCEPTMINIMUM VIABLE CONCEPT
DEFINITION USE
The most reduced expression of an idea
for it to be recognized in culture
In tech spaces, the term ‘minimum viable
product’ is used to describe the simplest
proof of concept of an idea in order to
attract venture capitalist funding and
users to the platform. In marketing,
because our burden includes not only
attracting users but attracting their
praise in full view of their friends, we
have to deliver a solid idea not just a
duct-taped product.
When you and your tech team begin to
prioritize features for launch, don’t just
pay attention to user-flows, consider the
array of features that best deliver a
creative and functional idea of what the
service is.
EXAMPLE
In tech spaces, the term ‘minimum viable
product’ is used to describe the simplest
proof of concept of an idea in order to
attract venture capitalist funding and
users to the platform. In marketing,
because our burden includes not only
attracting users but attracting their
praise in full view of their friends, we
have to deliver a solid idea not just a
duct-taped product.
When you and your tech team begin to
prioritize features for launch, don’t just
pay attention to user-flows, consider the
array of features that best deliver a
creative and functional idea of what the
service is.
The Nike Fuelband could have launched as a simple pedometer, because in essence
that’s what the device actually does. But instead, the web and app experiences
focused on collecting ‘Fuel’ points and challenging your friends.
In tech spaces, the term ‘minimum viable
product’ is used to describe the simplest
proof of concept of an idea in order to
attract venture capitalist funding and
users to the platform. In marketing,
because our burden includes not only
attracting users but attracting their
praise in full view of their friends, we
have to deliver a solid idea not just a
duct-taped product.
When you and your tech team begin to
prioritize features for launch, don’t just
pay attention to user-flows, consider the
array of features that best deliver a
creative and functional idea of what the
service is.
58. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 58
DESIRE PATHDESIRE PATH
DEFINITION USE
The digital trail that people take to
explore their interests, groom their
identity, and feed their relationships
The internet wasn’t built with
commercial breaks, which means our job
as marketers is to find people in the flow
of their day and be relevant to the
context we find them. We also have to
be mindful to not build experiences
outside where users want to spend their
time.
EXAMPLE
The internet wasn’t built with
commercial breaks, which means our job
as marketers is to find people in the flow
of their day and be relevant to the
context we find them. We also have to
be mindful to not build experiences
outside where users want to spend their
time.
I started my day by reading my Facebook newsfeed. From there I clicked a link my
friend posted and visited ‘The 10 Cutest Animals in the World’ on Buzzfeed. After
reading about a new movie release and catching a post on 80’s fashion (which I had
to send to my friend Denise), I checked out CNN.com for the latest news.
The internet wasn’t built with
commercial breaks, which means our job
as marketers is to find people in the flow
of their day and be relevant to the
context we find them. We also have to
be mindful to not build experiences
outside where users want to spend their
time.
59. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 59
WHAT DOES A DIGITAL
STRATEGIST PRODUCE?
SECTION
60. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 60
CONCEPTING PRODUCTION ONGOING AND ITERATIVE
THE BRIEF
THE IDEA CHARTER
THE CAMPAIGN PLAN
THE DIGITAL
FOOTPRINT
THE DIGITAL
PLAYBOOK
THE BRAND
HEALTH CHECK
THE POSITION
PAPER
62. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 62
THE BRIEF
WHAT’S INSIDE
THE BRIEF Your Mission: A single sentence that encapsulates the brief for the creative
teams (completed last)
The Situation: a short overview of the conditions that precipitated the
assignment and the central business or cultural challenge to overcome
The Target: Lead with any desired demographics and psychographics of the
product but offer the creatives a host of digitally networked groups that
either represent or influence members of this group
Your Ammo: Media placements, creative assets, brand properties, and other
opportunities that can be leveraged for the assignment
Timing & Mandatories: Creative considerations, legal requirements
Leverage Points: Different factors to attack in order to influence the
situation, seen as a host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions,
cultural tensions, and consumer motivations
Inspiration: Comparative/competitive examples of executions related to the
challenge
PURPOSE
Your Mission: A single sentence that encapsulates the brief for the creative
teams (completed last)
The Situation: a short overview of the conditions that precipitated the
assignment and the central business or cultural challenge to overcome
The Target: Lead with any desired demographics and psychographics of the
product but offer the creatives a host of digitally networked groups that
either represent or influence members of this group
Your Ammo: Media placements, creative assets, brand properties, and other
opportunities that can be leveraged for the assignment
Timing & Mandatories: Creative considerations, legal requirements
Leverage Points: Different factors to attack in order to influence the
situation, seen as a host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions,
cultural tensions, and consumer motivations
Inspiration: Comparative/competitive examples of executions related to the
challenge
To educate teams on
the assignment and to
inspire their creativity
Your Mission: A single sentence that encapsulates the brief for the creative
teams (completed last)
The Situation: a short overview of the conditions that precipitated the
assignment and the central business or cultural challenge to overcome
The Target: Lead with any desired demographics and psychographics of the
product but offer the creatives a host of digitally networked groups that
either represent or influence members of this group
Your Ammo: Media placements, creative assets, brand properties, and other
opportunities that can be leveraged for the assignment
Timing & Mandatories: Creative considerations, legal requirements
Leverage Points: Different factors to attack in order to influence the
situation, seen as a host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions,
cultural tensions, and consumer motivations
Inspiration: Comparative/competitive examples of executions related to the
challenge
COMMON MISCONCEPTIONS
Your Mission: A single sentence that encapsulates the brief for the creative
teams (completed last)
The Situation: a short overview of the conditions that precipitated the
assignment and the central business or cultural challenge to overcome
The Target: Lead with any desired demographics and psychographics of the
product but offer the creatives a host of digitally networked groups that
either represent or influence members of this group
Your Ammo: Media placements, creative assets, brand properties, and other
opportunities that can be leveraged for the assignment
Timing & Mandatories: Creative considerations, legal requirements
Leverage Points: Different factors to attack in order to influence the
situation, seen as a host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions,
cultural tensions, and consumer motivations
Inspiration: Comparative/competitive examples of executions related to the
challenge
Briefs should be brief but they should also be
exciting, remarkable, and inspiring. There’s no
such thing as a perfect brief, only a brief that
unleashes directed creativity and those that
don’t.
Your Mission: A single sentence that encapsulates the brief for the creative
teams (completed last)
The Situation: a short overview of the conditions that precipitated the
assignment and the central business or cultural challenge to overcome
The Target: Lead with any desired demographics and psychographics of the
product but offer the creatives a host of digitally networked groups that
either represent or influence members of this group
Your Ammo: Media placements, creative assets, brand properties, and other
opportunities that can be leveraged for the assignment
Timing & Mandatories: Creative considerations, legal requirements
Leverage Points: Different factors to attack in order to influence the
situation, seen as a host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions,
cultural tensions, and consumer motivations
Inspiration: Comparative/competitive examples of executions related to the
challenge
63. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 63
KEY QUESTIONS WHEN DEVELOPING
THE BRIEF
THE PEOPLE FORMERLY KNOWN AS AUDIENCE
KEY QUESTIONS WHEN DEVELOPING
THE BRIEF
• Who are we targeting?
• What factors are most important to this target when choosing the
product or service?
• What resources does this target rely on in the purchase process?
• What measurable behaviors, online and off, do we want to elicit from
our target?
• What communities inform, inspire, or influence this target?
• What are the shared interests that define these communities?
• Where do members of these communities spend time online?
• What do these communities need?
DEFINING THE PROBLEM
• Who are we targeting?
• What factors are most important to this target when choosing the
product or service?
• What resources does this target rely on in the purchase process?
• What measurable behaviors, online and off, do we want to elicit from
our target?
• What communities inform, inspire, or influence this target?
• What are the shared interests that define these communities?
• Where do members of these communities spend time online?
• What do these communities need?
• What’s the measurable business objective we’re
trying to achieve?
• What are the barriers to reaching that objective?
• What resources do we have? (timing, budget, media,
partnerships)
• Who are we targeting?
• What factors are most important to this target when choosing the
product or service?
• What resources does this target rely on in the purchase process?
• What measurable behaviors, online and off, do we want to elicit from
our target?
• What communities inform, inspire, or influence this target?
• What are the shared interests that define these communities?
• Where do members of these communities spend time online?
• What do these communities need?
• What’s the measurable business objective we’re
trying to achieve?
• What are the barriers to reaching that objective?
• What resources do we have? (timing, budget, media,
partnerships)
CULTURAL CONSIDERATIONS
• What’s the measurable business objective we’re
trying to achieve?
• What are the barriers to reaching that objective?
• What resources do we have? (timing, budget, media,
partnerships)
• When it comes to advertising conventions in our category, what’s
tired and what’s inspired?
• What does our target believe about the category? Have these
beliefs changed?
• What cultural trends are shaping the category?
• What's the brand's role in culture?
• Is there a cultural tension or enemy to push off of?
ESTABLISHING THE BRAND, PRODUCT, OR SERVICE • When it comes to advertising conventions in our category, what’s
tired and what’s inspired?
• What does our target believe about the category? Have these
beliefs changed?
• What cultural trends are shaping the category?
• What's the brand's role in culture?
• Is there a cultural tension or enemy to push off of?
• What’s remarkable about the brand, product, or
service in question?
• What’s the client’s appetite for augmenting/
adapting/ improving the current product or service?
• What’s the brand’s social mission or reason for
being?
• When it comes to advertising conventions in our category, what’s
tired and what’s inspired?
• What does our target believe about the category? Have these
beliefs changed?
• What cultural trends are shaping the category?
• What's the brand's role in culture?
• Is there a cultural tension or enemy to push off of?
65. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 65
THE IDEA CHARTER
WHAT’S INSIDE
THE IDEA CHARTER The Name: A pithy name that captures the essence
of the idea and the imagination
140-Character Description: if you can’t describe
the idea in a Tweet how will anyone else?
Low Fidelity Comps/Keyframes: Visuals which
detail the experience
PR Headline: What will the press say about this
concept? Is it a first of any kind?
Spreadability: Tell a quick story of how this will
find itself in front of someone that cares, why they
share it, and what they do next
PURPOSE
The Name: A pithy name that captures the essence
of the idea and the imagination
140-Character Description: if you can’t describe
the idea in a Tweet how will anyone else?
Low Fidelity Comps/Keyframes: Visuals which
detail the experience
PR Headline: What will the press say about this
concept? Is it a first of any kind?
Spreadability: Tell a quick story of how this will
find itself in front of someone that cares, why they
share it, and what they do next
A template for internal
idea presentation and a
set of strategic filters
tailored to every brief
The Name: A pithy name that captures the essence
of the idea and the imagination
140-Character Description: if you can’t describe
the idea in a Tweet how will anyone else?
Low Fidelity Comps/Keyframes: Visuals which
detail the experience
PR Headline: What will the press say about this
concept? Is it a first of any kind?
Spreadability: Tell a quick story of how this will
find itself in front of someone that cares, why they
share it, and what they do next
WHAT IS IT?
The Name: A pithy name that captures the essence
of the idea and the imagination
140-Character Description: if you can’t describe
the idea in a Tweet how will anyone else?
Low Fidelity Comps/Keyframes: Visuals which
detail the experience
PR Headline: What will the press say about this
concept? Is it a first of any kind?
Spreadability: Tell a quick story of how this will
find itself in front of someone that cares, why they
share it, and what they do next
This is a template for how all creative ideas
should initially be mocked up and presented for
internal review. It gives creatives strategic lines
to color in and includes questions to avoid
common pitfalls.
The Name: A pithy name that captures the essence
of the idea and the imagination
140-Character Description: if you can’t describe
the idea in a Tweet how will anyone else?
Low Fidelity Comps/Keyframes: Visuals which
detail the experience
PR Headline: What will the press say about this
concept? Is it a first of any kind?
Spreadability: Tell a quick story of how this will
find itself in front of someone that cares, why they
share it, and what they do next
67. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 67
THE CAMPAIGN PLAN
WHAT’S INSIDE
THE CAMPAIGN PLAN The Objective: the cultural and business ambitions and measures that the
brand hopes to accomplish through the campaign
Core Strategy: the overall plan of attack
Measurement: how the campaign will be judged (aka KPIs)
Phases: timing, tactics, and creative rules to follow (e.g. tease, launch,
sustain)
Threshold Criteria: what triggers each phase (e.g. timing, availability,
activity)
Contingency Plans: thought starters if core assumptions of the campaign
belie prediction
Partner Responsibilities: what each partner/agency is responsible for
providing, when, and to whom
The Map: a visual overview of how content and brand properties will be
connected throughout the campaign
WHAT IS IT?
The Objective: the cultural and business ambitions and measures that the
brand hopes to accomplish through the campaign
Core Strategy: the overall plan of attack
Measurement: how the campaign will be judged (aka KPIs)
Phases: timing, tactics, and creative rules to follow (e.g. tease, launch,
sustain)
Threshold Criteria: what triggers each phase (e.g. timing, availability,
activity)
Contingency Plans: thought starters if core assumptions of the campaign
belie prediction
Partner Responsibilities: what each partner/agency is responsible for
providing, when, and to whom
The Map: a visual overview of how content and brand properties will be
connected throughout the campaign
A calendar of activities,
priorities, objectives,
and guardrails that
guide brand behavior
and consumer
interaction over the
course of a creative
campaign
The Objective: the cultural and business ambitions and measures that the
brand hopes to accomplish through the campaign
Core Strategy: the overall plan of attack
Measurement: how the campaign will be judged (aka KPIs)
Phases: timing, tactics, and creative rules to follow (e.g. tease, launch,
sustain)
Threshold Criteria: what triggers each phase (e.g. timing, availability,
activity)
Contingency Plans: thought starters if core assumptions of the campaign
belie prediction
Partner Responsibilities: what each partner/agency is responsible for
providing, when, and to whom
The Map: a visual overview of how content and brand properties will be
connected throughout the campaign
69. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 69
THE DIGITAL
FOOTPRINT
WHAT’S INSIDE
THE DIGITAL
FOOTPRINT
The Hub: where we ultimately want consumers to find us and what we want
them to accomplish while they’re there
Paid Platforms: where the brand purchases impressions or interactions
online
Owned Platforms: digital beachheads that the brand has either built or co-
opted and their relative traffic
Earned Media: the current means, volume, sentiment, and substance of
consumer brand mentions
Node Health: visitation, update frequency, interaction levels, audiences, and
interconnectivity
Digital Target Behaviors: where ideal consumer targets spend their time
online and what content they are already sharing with others
Planned Content Patterns: what we’ll create, where it will live, and how we
plan for it to be spread
WHAT IS IT?
The Hub: where we ultimately want consumers to find us and what we want
them to accomplish while they’re there
Paid Platforms: where the brand purchases impressions or interactions
online
Owned Platforms: digital beachheads that the brand has either built or co-
opted and their relative traffic
Earned Media: the current means, volume, sentiment, and substance of
consumer brand mentions
Node Health: visitation, update frequency, interaction levels, audiences, and
interconnectivity
Digital Target Behaviors: where ideal consumer targets spend their time
online and what content they are already sharing with others
Planned Content Patterns: what we’ll create, where it will live, and how we
plan for it to be spread
A visual map of how and
where a brand lives online,
where target groups
spend time online, and
how these properties are
or are not connected via
brand behavior and
communication
The Hub: where we ultimately want consumers to find us and what we want
them to accomplish while they’re there
Paid Platforms: where the brand purchases impressions or interactions
online
Owned Platforms: digital beachheads that the brand has either built or co-
opted and their relative traffic
Earned Media: the current means, volume, sentiment, and substance of
consumer brand mentions
Node Health: visitation, update frequency, interaction levels, audiences, and
interconnectivity
Digital Target Behaviors: where ideal consumer targets spend their time
online and what content they are already sharing with others
Planned Content Patterns: what we’ll create, where it will live, and how we
plan for it to be spread
71. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 71
THE DIGITAL
PLAYBOOK
WHAT’S INSIDE
THE DIGITAL
PLAYBOOK
The Objective: macro brand and business objectives to guide our efforts
Leverage Points: specific and actionable measures to overcome in the
pursuit of the brand/business objectives
The Audiences: distinct groups of consumers, where to find them online, and
what key characteristics define them
The Purchase Path: how consumers research, purchase, groom, and share
our products and how distinct audiences may vary in the process
Key Properties: for each owned, earned, or paid platform, the role of the
platform in the purchase cycle, what audiences are key, how it should be
measured, and any creative/legal guardrails
Macro Considerations: how campaigns, news and key initiatives should be
distributed across all properties
WHAT IS IT?
The Objective: macro brand and business objectives to guide our efforts
Leverage Points: specific and actionable measures to overcome in the
pursuit of the brand/business objectives
The Audiences: distinct groups of consumers, where to find them online, and
what key characteristics define them
The Purchase Path: how consumers research, purchase, groom, and share
our products and how distinct audiences may vary in the process
Key Properties: for each owned, earned, or paid platform, the role of the
platform in the purchase cycle, what audiences are key, how it should be
measured, and any creative/legal guardrails
Macro Considerations: how campaigns, news and key initiatives should be
distributed across all properties
An overview of how
different digital
platforms and tools
should be leveraged for
distinct groups of
customers based on
their position in a
purchase cycle.
The Objective: macro brand and business objectives to guide our efforts
Leverage Points: specific and actionable measures to overcome in the
pursuit of the brand/business objectives
The Audiences: distinct groups of consumers, where to find them online, and
what key characteristics define them
The Purchase Path: how consumers research, purchase, groom, and share
our products and how distinct audiences may vary in the process
Key Properties: for each owned, earned, or paid platform, the role of the
platform in the purchase cycle, what audiences are key, how it should be
measured, and any creative/legal guardrails
Macro Considerations: how campaigns, news and key initiatives should be
distributed across all properties
73. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 73
THE BRAND
HEALTH CHECK
WHAT’S INSIDE
THE BRAND
HEALTH CHECK
The Objective: macro brand and business objectives to guide our efforts
Threats and Opportunities: immediate actions or strategic pivots to
undertake
Brand Mentions: share of social mentions versus competitors and culture,
sentiment, and any key changes
Competitive Activity: how competition may be reacting to our efforts or to
their own strategic plans
Consumer Trends: any rising topics or subjects in social conversation related
to the brand or the category, any new behaviors across brands worth paying
attention to
WHAT IS IT?
The Objective: macro brand and business objectives to guide our efforts
Threats and Opportunities: immediate actions or strategic pivots to
undertake
Brand Mentions: share of social mentions versus competitors and culture,
sentiment, and any key changes
Competitive Activity: how competition may be reacting to our efforts or to
their own strategic plans
Consumer Trends: any rising topics or subjects in social conversation related
to the brand or the category, any new behaviors across brands worth paying
attention to
A periodic (e.g.
monthly) examination
of brand health online
and relevant actions to
undertake in response
The Objective: macro brand and business objectives to guide our efforts
Threats and Opportunities: immediate actions or strategic pivots to
undertake
Brand Mentions: share of social mentions versus competitors and culture,
sentiment, and any key changes
Competitive Activity: how competition may be reacting to our efforts or to
their own strategic plans
Consumer Trends: any rising topics or subjects in social conversation related
to the brand or the category, any new behaviors across brands worth paying
attention to
75. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 75
THE POSITION PAPER
WHAT’S INSIDE
THE POSITION PAPER The Objective: macro brand and business
objectives to guide our efforts
Overview: a succinct definition of the new platform
(e.g. Vine), or new media (e.g. Instagram video),
and the technological opportunities and limitations
afforded by it
Brand Activity: what brands if any are currently
using the technology/media and how
Threats and Opportunities: immediate actions or
strategic pivots to undertake
WHAT IS IT?
The Objective: macro brand and business
objectives to guide our efforts
Overview: a succinct definition of the new platform
(e.g. Vine), or new media (e.g. Instagram video),
and the technological opportunities and limitations
afforded by it
Brand Activity: what brands if any are currently
using the technology/media and how
Threats and Opportunities: immediate actions or
strategic pivots to undertake
A responsive exercise to
alert clients and internal
partners to the
opportunities and
threats posed by new
technologies, media,
and platforms
The Objective: macro brand and business
objectives to guide our efforts
Overview: a succinct definition of the new platform
(e.g. Vine), or new media (e.g. Instagram video),
and the technological opportunities and limitations
afforded by it
Brand Activity: what brands if any are currently
using the technology/media and how
Threats and Opportunities: immediate actions or
strategic pivots to undertake
77. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 77
GOOGLE TRENDS
http://www.google.com/trends
A quick way to
gauge the search
behavior of
keywords over
time for different
regions.
78. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 78
GOOGLE CREATIVE
SANDBOX
http://www.google.com/think/creative-sandbox/
A compendium of
inspirational
creative
executions (using
Google products).
79. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 79
GOOGLE AD PLANNER
https://www.google.com/adplanner/#siteSearch
Explore age, gender,
interests, and related
sites for any major site,
in addition to exploring
sites per audience
segment and ad
placements available.
80. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 80
ICEROCKET
http://www.icerocket.com
A search engine that
specializes in real-time
results
81. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 81
QUANTCAST
https://www.quantcast.com
Explore age, gender,
interests, and related
sites for any major site.
82. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 82
PSFK
http://www.psfk.com/
A compendium of how
brands are
communicating with
customers using
breakthrough digital
tools, tactics, and
services.
83. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 83
SPRINGWISE
http://www.springwise.com/
A great resource for the
most bleeding-edge
examples of how brands
and startups are
approaching new
technologies and new
consumer behaviors.
84. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 84
FORRESTER
http://www.forrester.com/home
Forrester is a leader in
research around
consumer and brand
behavior, just expect to
have to pay for their
larger research papers.
85. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 85
COMPFIGHT
http://compfight.com/
A visual search engine
for all Flickr photos,
includes the ability to
search by license.
86. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 86
KNOW YOUR MEME
http://knowyourmeme.com/
A compendium of
memes, their origins,
and people’s efforts to
extend them.
87. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 87
BEHAVIOR
CHANGE MODEL
http://www.behaviormodel.org/
Developed at Stanford,
Fogg’s model attempts
to maximize the
conditions necessary to
induce behavioral
change.
89. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 89
PRACTITIONERSPRACTITIONERSPRACTITIONERSPRACTITIONERS
ANA ANDJELIC
Director of Strategy at
CreateTheGroup
https://twitter.com/andjelicaaa
MIKE ARAUZ
Executive Strategy
Director at Undercurrent
https://twitter.com/mikearauz
JOHANNA BEYENBACH
Product Director at
Undercurrent
https://twitter.com/tokyohanna
NOAH BRIER
Co-Founder of Percolate
https://twitter.com/heyitsnoah
AMBER FINLAY
Head of Communications
Planning at Arnold
https://twitter.com/its_amber
PAUL ISAKSON
Founding Partner at
MakeMatter
https://twitter.com/paulisakson
CLAY PARKER JONES
Executive Strategy
Director at Undercurrent
https://twitter.com/clayparkerjones
GARETH KAY
Chief Strategy Officer at
Goodby, Silverstein
https://twitter.com/garethk
RICK LIEBLING
Creative Culturalist at Y&R
New York
https://twitter.com/RickLiebling
HEATHER LEFEVRE
Strategist at CP+B
https://twitter.com/hklefevre
TIM MALBON
Co-Founder of
MadeByMany
https://twitter.com/malbonster
TIM NOLAN
Head of BBH Labs in New
York
https://twitter.com/tim_nolan
NEIL PERKIN
Founder of Only Dead Fish
https://twitter.com/neilperkin
JINAL SHAH
Director of Strategy at
Possible
https://twitter.com/jinal_shah
HELGE TENNO
Digital Director at Dinamo
https://twitter.com/congbo
FARIS YAKOB
Founder of GeniusSteals
https://twitter.com/faris
90. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 90
PRACTITIONERS (CONT’D)PRACTITIONERS (CONT’D)PRACTITIONERS (CONT’D)PRACTITIONERS (CONT’D)
THAS NASEEMUDDEEN
Former Strategist at BBH
LA
https://twitter.com/thaz7
JONATHAN COLMENARES
Strategist at Razorfish
London
https://twitter.com/MrJonath
ANIBAL CASSO
Strategy at W+K
https://twitter.com/anibalcasso
BEN SHAW
Advertising Strategist at
BBH London
https://twitter.com/BenShaw
MARK POLLARD
VP Brand Strategy at Big
Space Ship
https://twitter.com/markpollard
AVIN NARASIMHAN
Planning Director at R/GA
https://twitter.com/
avin_narasimhan
KATIE DREKE
Director of Innovation at
Droga5
https://twitter.com/katiedreke
JULIAN COLE
Head of Communication
Planning at BBH
https://twitter.com/juliancole
HASHEM BAJWA
CEO of DE-DE
https://twitter.com/hash
CHET GULLAND
Head of Digital Strategy at
Droga5
https://twitter.com/ChetG
STEFAN ERSCHWENDNER
Managing Partner of LHBS
https://twitter.com/eranium
ROSIE SIMAN
Former 360i Planner
https://twitter.com/rosiesiman
RACHEL TIPOGRAPH
Global Head of Digital &
Social Media at Gap
https://twitter.com/racheltipograph
DYLAN VINER
Planning Director at JWT
NY
https://twitter.com/dylanviner
91. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 91
WRITERSWRITERS ACADEMICSACADEMICS
KEVIN KELLY
Senior Maverick at Wired
https://twitter.com/kevin2kelly
ROB WALKER
Writes on Marketing for
NYTimes, Yahoo!
https://twitter.com/notrobwalker
GRANT MCCRACKEN
Anthropologist, author
https://twitter.com/grant27
CLAY SHIRKY
Studies the effects of the
internet on society
https://twitter.com/cshirky
KEVIN KELLY
Senior Maverick at Wired
https://twitter.com/kevin2kelly
ROB WALKER
Writes on Marketing for
NYTimes, Yahoo!
https://twitter.com/notrobwalker
HENRY JENKINS
Professor of
Communication,
Journalism and Cinematic
Arts, USC
https://twitter.com/henryjenkins
YOCHAI BENKLER
Berkman Professor of
Entrepreneurial Legal
Studies at Harvard
http://www.amazon.com/Yochai-
Benkler/e/B001IO9PSA
JASON KOTTKE
Founder of Kottke.org
https://twitter.com/jkottke
DAVE PELL
Founder of NextDraft
email newsletter
https://twitter.com/davepell
HENRY JENKINS
Professor of
Communication,
Journalism and Cinematic
Arts, USC
https://twitter.com/henryjenkins
YOCHAI BENKLER
Berkman Professor of
Entrepreneurial Legal
Studies at Harvard
http://www.amazon.com/Yochai-
Benkler/e/B001IO9PSA
JASON KOTTKE
Founder of Kottke.org
https://twitter.com/jkottke
DAVE PELL
Founder of NextDraft
email newsletter
https://twitter.com/davepell
ETHAN ZUCKERMAN
Center for Civic Media,
MIT Media Lab
https://twitter.com/EthanZ
JONATHAN ZITTRAIN
Professor at Harvard Law
https://twitter.com/zittrain
ALEXIS MADRIGAL
Writer for The Atlantic
https://twitter.com/alexismadrigal
PETER SIMS
Founder of the BLK SHP,
author of Little Bets
https://twitter.com/petersims
ETHAN ZUCKERMAN
Center for Civic Media,
MIT Media Lab
https://twitter.com/EthanZ
JONATHAN ZITTRAIN
Professor at Harvard Law
https://twitter.com/zittrain
ALEXIS MADRIGAL
Writer for The Atlantic
https://twitter.com/alexismadrigal
PETER SIMS
Founder of the BLK SHP,
author of Little Bets
https://twitter.com/petersims
DANAH BOYD
Social Media Scholar
https://twitter.com/zephoria
RICHARD THALER
Behavioral Economist
https://twitter.com/R_Thaler
92. DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL 92DIGITAL STRATEGY 101, FIRST EDITION BY @BUD_CADDELL