The document outlines the Cube Method for planning and implementing a digital media strategy, emphasizing the importance of setting clear organizational goals and understanding the target audience. It categorizes goals into transactional, educational, and behavior change, while also stressing the need to measure content effectiveness and engagement through various metrics. Additionally, the guide encourages the use of SMART goals for clarity and collaborative alignment in strategy execution.

1. THE CUBE METHOD ©
Planning and implementing a digital media strategy

2. In absence of clearly defined goals, we become
strangely loyal to performing daily acts of trivia.
-Author Unknown

3. JENNIFER D BEGG
• Worked in Media for more than a decade
• Trained thousands of people to succeed
with digital media
• Annoyingly enthusiastic about the
benefits of digital tools
• Determined to help everyone be more
confident and successful with digital
media

4. If a digital tool isn’t replacing something that isn’t
working for you OR having such a positive impact
on your business you can’t ignore it then you
need to rethink
-Jennifer D Begg

5. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method

6. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

7. Organisational
Goals
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
Transactional Goal = A completed sale (on or
offline), newsletter sign up,
completed donation etc
Educational Goal = Information consumption (this
includes, brand awareness,
public service messages etc)
Behaviour Change = Offline or online behaviour
changing over time. Usually
this is combined with
measurements from third
parties.

8. EXAMPLEPublic Health Campaign

9. Organisational
Goals
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
Transactional Goal = Sign up for a healthy eating
newsletter. Enrol in a group
exercise programme
Educational Goal = Newsletter open rates.
Minutes watched of
programme videos. Social
media shares.
Behaviour Change = Participation in exercise
programme. Data from local
supermarkets on increase of
fruit and vegetable sales.

10. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

11. Target Audience &
Platform
©The
Cube
Method
1. Who are they?
2. Where do they
spend their time?
Name:
Age:
Gender:
Location:
Children:
Hobbies / Interests:
Job Title:
Early / Late Adopter:
Reads:
Shops:
Facebook
LinkedIn
Twitter
YouTube
Instagram
Snapchat
Periscope
——
Email
Search
Online News
Harold Bishop

12. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

13. Content
©The
Cube
Method
1. Does your content
add value?
2. Listen & learn

14. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

15. Measure & Improve
©The
Cube
Method
1. Which Metrics?
2. Do you have
tracking in place?
Most popular social
media posts by clicks &
engagement
Website traffic, ecommerce
transactions, newsletter
sign ups
Email Open rates & link
clicks
Facebook Page Insights
Twitter Analytics
Klout score
Scheduler Analytics
Google Analytics
LeadPages
Wordpress
Checkout data
Mail chimp
CRM system
Google URLs

16. Organisational
Goals
Target Audience &
Platform
Measure & Improve Content
©The
Cube
Method
1. Transactional
2. Educational
3. Behaviour
Change
1. Who are they?
2. Where do they
spend their time?
1. Does your content
add value?
2. Listen & learn
1. Which Metrics?
2. Do you have
tracking in place?

17. GOAL SETTINGIdentify your why and clarify your measurement

18. Website
Traffic
Watch health
planning video
Goal
Setting
Sign up for
healthy lifestyle
programme
WHY?
WHY?

19. Sell Product / Service
Goal
Setting
Do people know and trust you?
YES NO
Add to sales funnel
Brand awareness /
reputation
Do people know and
trust you?
YES Add to sales funnel
Transaction
Education
Transaction
Transaction

20. GOAL SETTING CHECKLIST
SMART GOALS:
Specific What do you want to achieve?
Measurable How will you know you’ve achieved your goal?
Agreed upon Is everyone on the same page?
Realistic Can this be achieved?
Time based Give yourself a mid point & a deadline

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• Email us thehive@teamtwobees.com
• Set. Your. Goals.