Effective Digital Media Strategies-Digital Media Science . - TopicsExpress

Effective Digital Media Strategies-Digital Media Science . EFFECTIVE DIGITAL MEDIA STRATEGIES JUNE 2014 . Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 3. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 1 4. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Situational Analysis WhoYour Digital Customers CURRENTLY are? ! 1. How do they interact with the brand 2. The platform/s used 3. Demographic breakdown 5. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SWOT analysis – what are the strengths, weaknesses, opportunities and threats to the whole organization ! Strength Weakness Opprtunties Threats Internal External Situational Analysis 6. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 What are the top DigitalMedia Channels used by key players in your industry/region? Situational Analysis 7. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Competitor Analysis 1. List your competitors 2. Find them online 3. Define their activities online 4. Assess their activities 5. How consumers perceive them 8. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 2 9. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Online Customer vs. Offline Customer 10. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Whats Your Online Value Proposition (OVP) 1. Entertain Me 2. Help me do my job 3. Make Me Look Good 4. Help Me Develop 5. Help me Select or use products ! ! 11. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Customer Personas 1. Male/Female Split – What is the percentage split? 2. Age profiling – Average age as well as being able to develop categories of age groupings 3. Location/Address details – Percentage of customers who reside in the UK as well as overseas 4. Purchase history – Build up a clearer picture on historical purchases, average order value, trends in brand loyalty, products ordered by size ! 12. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Customer Personas 5. Method of purchase (e.g. credit card, debit card, cheque) 6. Route to purchase – Were purchases made through a search engine, email newsletter, affiliate website, direct from site or through the call centre, i.e. Mixed-mode 7. Frequency/Recency - Frequency of purchase? ! ! 13. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Karim is a 28 yr old professional, renting in Cairo, single and with a high disposable income. He has a keen interest in football and supports a premiership football team. He likes to display his support for his football club by every year, buying the clubs latest replica shirt online. 14. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience Karim is comfortable in ordering online and engaging with social media to keep up to date with the latest football news and football product launches. 15. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 KnowYour Audience As the World Cup provides the chance to showcase international replica shirts, this provides Company X with the chance to engage with Karim to make an additional purchase of an international replica shirt as well as purchasing his favorite club shirt. 16. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 3 17. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Set Objectives Specific – Are you focusing enough on a specific issue or challenge within the organization? ! Measureable – How do you plan to assess the performance? Will it be monitored through quantitative or qualitative analysis for example? ! Actionable – Will it assist in improving performance if achieved? ! Relevant – Is the issue to be addressed within the domain of the digital marketing team? ! Time-Related – Have you set a specific time period? 18. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Set Objectives 1. lead Generation 2. Acquisition 3. Engagement 4. Retention 5. Increase Traffic 6. Increase Sales 7. Branding 19. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Set Objectives 1. Engagement: – Achieve 50% of existing customers to service their online account by July 2015. ! 3. Acquisition: – Increase brand visibility within from April 2014 through to July 11th 2015.To be measured through Google analytics. ! 5. Engagement: –Increase email frequency from one email per quarter to one email per week from May 1st 2014 through to July 2014. example objectives 20. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 21. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Create Media Mix Online Ads Social Media SEO Other Keep a Media Mix Check List SEM Display SM Ads Facebook Twitter Blog Website Email Mobile 22. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 5 23. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 What is SOSTAC? Situation Objectives Strategy Tactics Action Control 24. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SOSTAC for Media MIX Situation-Social Media-Facebook 1. Do you have a Facebook Presence? 2. What are the Numbers? 3. WhereYou Stand Among Competitors? 4. How is your Content Performing? 5. How is your Competitor Content Performing? 25. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SOSTAC for Media MIX Objectives-Social Media-Facebook 1. Fanbase/Likes Increase 2. Engagement 3. Interaction 4. Fan Loyalty 26. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SOSTAC for Media MIX Strategy-Social Media-Facebook 1. What is your Focal Point 2. Value Proposition 3. DefineYour Online Brand Character 4. Content Type & Breakdown 27. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SOSTAC for Media MIX Tactics-Social Media-Facebook 1. SetYour moderation plan 2. Set your posting strategy 3. create your content calendars scheme 4. define your posting patterns 28. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 SOSTAC for Media MIX Action-Social Media-Facebook 1. Create your content and engagement Ideas 2. Start designing 3. set the schedule 4. Ready to Implement 29. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 6 30. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 CreateYour Contnet Strategy 1. Tone ofVoice 2. Time of Engagement 3. Posting Patterns 4. Key Brand Message 5. Appeal/Execution 6. Product/Service Engagement Weight 31. Digital Media Science | Effective Digital Media Strategies All Rights Reserved Digital Media Science 2014 Define key brand messages to grow audience awareness, familiarity and purchase intent 32. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 7 33. Digital Media Science | The Human Side Of Analytics All Rights Reserved Digital Media Science 2013 1.Situational Analysis 2.ExploreYour Target Audience 3.Set Objectives 4.Create your Media Mix 5.Media Mix SOSTAC Planning 6.BuildYour Content Strategy 7.Execute 8. Report/Adjust/Repeat Digital Media Strategy Framework 8

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