This document discusses developing a digital strategy and the key considerations. It covers the importance of understanding digital citizens and their behaviors online. It also discusses the seven C's of a digital strategy - citizen, culture, content, co-creation, conversations, customization, and community. Finally, it emphasizes the importance of measurement and evaluation to understand the impact of digital efforts.

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Developing A
Digital Strategy
Steve Dunne
Don’t Be An
Analogue Business in
A Digital Age
Steve Dunne
Growth of The Infograph
Growth of The Infograph
An Image Based Society?

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Aunt Peggy’s
Cucumber, Tomato & Onion Salad
The Perfect Picture
— 300,000 pins
— 8000 likes
Winning characteristics
— The colour red
— The contextual background
— Inspirational
So, What is Social Media?
Self Publishing
Social Bookmarking
Prosumer Websites
Virtual Worlds
User Generated
Social Networking
Location Social Networks
A New PR Landscape The Streisand Effect
Crisis PR In A Digital World Crisis PR In A Digital World

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Crisis PR In A Digital World

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Crisis PR In A Digital World
Habitat UK & Twitter….
Don’t Automate! Watch The Hackers!

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Who Knows The Password? Public Tweet Displays
Company Wide Awareness A New PR Landscape
A New PR Landscape

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A Different Type of Media
The Changing Media Landscape The Changing Media Landscape
The Changing Media Landscape The Changing Media Landscape

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"PR's still don”t provide
audio/video for interviews to
newspaper websites"
- James Montgomery,
Former Editor FT.com
What Format Do You Offer?
The Citizen Journalist

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v Not trained professionals
§ Don t check stories…
§ Don t seek secondary sources….
v Don t have a News Editor
v Don t have advertisers
v Highly subjective & often emotional
about topics
The Citizen Journalist Where News Breaks First…
How Breaking News is Changing So, Why is Twitter so Important?
Developing A
Digital Strategy
The Digital Landscape
“….It is not the strongest
of the species that
survives, nor the most
intelligent that survives. It
is the species that is most
adaptable to change that
survives and thrives…..
Charles Darwin
(1809 – 1882)

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The Digital Landscape
“….It is not the strongest
of the companies that
survives, nor the most
intelligent that survives. It
is the brand that is most
adaptable to change that
survives and thrives…..
Charles Darwin
(1809 – 1882)
The Digital Landscape
The Seven P’s of Marketing
Product
Price
Place
Physical
Process
People
Promotion
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
The Seven C’s of Digital Strategy
Citizen
Co-Creation
The Digital Citizen

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The Digital Citizen
The Digital Native!
The Digital Citizen
The Digital Natives!
The Digital Citizen The Digital Citizen
v They don t read newspapers &
rarely magazines…
v They have reduced attention
spans…
v They respond to visual and audio
stimulation…
v They are the 24/7 Generation that
want to be mobile…
v They share information, opinions
and recommendations rather than
depend on media…
v They are selfish in consumption,
spoilt by choice…..
The Digital Citizen
Women
v Form relationships with
websites….
v Bookmark their favourites
v Press the back button….
Men
v Are surfers…..
v Don’t bookmark
v And don’t use the back button..
The Adoption Curve

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Segmenting The
Digital Citizen Audience
The Forrester Social
Media Segmentation
Model
Content Consumer Social Networker
Content Creator
The Social Media
Segmentation Model
Segmenting The
Digital Citizen Audience
Relationship Builder Consumer
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
A Digital Culture
A Digital Culture Social Media Etiquette

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A Digital Culture
A Digital Culture Twitter Etiquette
v Be honest about who you are and why
you are Tweeting…
Twitter Etiquette
v Be honest about who you are and why
you are Tweeting…
v Use The Direct Message Correctly……
v Tweet often – but not too often!
v If you're posting sponsored tweets -
you need to disclose!
v Don't post misleading links

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Twitter Etiquette
v Don t automate your tweets
v …and don t automate retweets
v Don't engage in #hashtag spam
v Don't use the address book contact
importer to spam twitter invitations
v Don't add people to lists in an
attempt to spam a service or a link
Twitter Etiquette
ü Know your audience. Pick the right
social media site to target….
ü Discover their needs - Study the site
and learn what type of content prospers
in their environment….
ü Learn the language and value system of
your chosen social media site….
A Digital Culture
ü Make friends….
ü Add unique value to the community &
don’t self promote
ü Learn to let go…..
ü Make sure the information you provide
is accurate….
ü Be transparent…..
ü Be patient…..
A Digital Culture
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
A Conversational World

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A Conversational World
Conversations are -
v Two way
v Relevant
v Tone of voice
v Establishing empathy
v Inside out and outside in
The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Co- Creation Co- Creation
Co- Creation
The beloved toy company
encourages its fanatical
customers to design everything
from robot operating systems to
Lego sets…..

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The Emergence of
“Social Factories”
Mechanical Turk

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The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
The Age of The Long Tail
The Age of The Long Tail The Age of The Long Tail

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The Seven C’s of Digital Strategy
Citizen
Culture
Co-Creation
Conversations
Customization
Community
Community
Community = Viral Community = Viral

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The Evolution of Social Networks
People Based Social Networks –
built around contact and
personal detail sharing….
Special
Interest
Networks
Mumsnet
B2B
Networks
Linkedin
Behind the
Firewall Social
Networks
IBM Beehive
Corporate
social
Networks
Sagazone
The Future of Social Networking
v Circles = Grouping
v Hangouts
v +mobile
v Sparks
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
Content Content

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Content
v Information
v Insight
v Emotion
v Entertainment
Content with WIFM

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The Power of Retweets Findability

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The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
Developing A Digital Strategy
Developing The Plan
v Situation Analysis
v Considerations
v Objectives
v Audiences
v Messages
v Strategy
v Tactics
v Budgets
v Evaluation
SWOT Analysis
Strengths Weaknesses
Threats Opportunities
Considerations
S.W.O.T Analysis
P.E.S.T.L.E I.O
Analysis
A.D.O.P.T.S
Strategic Considerations
Considerations

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Considerations
v Time shifting
v Truly Global
v User liberated
v Link enabled & Tag focused
v Habituation
v Findability
v Adstock Effect
v Dispelling The Myths
Dispelling The Digital Myths
v Build it and they will come……
v We only need to place our content
on our website….
v Audiences grow on trees….
v They will Look & listen to
anything…..
v We don t need to moderate….
v Scalability is not a problem
v It s unregulated so we don t need
to worry…
v The Internet doesn t have a
lifespan….
“Findability comes before
usability. In the alphabet and
on the web. You can’t use
what you can’t find….”
Findability

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Search Engine Optimization
Findability Findability

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Planning Aims and Objectives
Aims and Objectives
v Establish Aim(s) of
Campaign
§ Aim(s) are more general than
objectives, they state an
overall Intention…
v Design Objectives to Achieve
the Aim(s)
§ Objectives are steps towards the
Aim(s)…
§ Objectives are directly
measurable…
§ Objectives work in tandem to
achieve the Aim(s)…
Aims and Objectives
Objectives should be……. SMART
v Specific
v Measurable
v Achievable
v Realistic & Relevant
v Time sensitive
Writing Objectives…
So a typical objective such as…
“To increase awareness of Topbrand”
Becomes…
“To increase awareness of Topbrand amongst 25-45 year old
ABC1 women from 35% to 50% by December 2014.
Building A Strategic Framework

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Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Directories
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Bloggers & Blogging

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Finding Blog Readers

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Finding The bloggers!
Harnessing Bloggers…
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking

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Social Bookmarking
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
Blog Directories
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated
Content Sites
User Generated Sites

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Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated
Content Sites
Social
Networks
Pages That Offer Fun!
Reward Your Fans!
Driving The Target Market…..
(Building Traffic)
Corporate
Website
Multi media on site
Podcasts/Vodcasts
Directories
Twitter Blog
Social Bookmarking
Directories
User Generated
Content Sites
Social
Networks
Prosumer sites
The Changing Marketing Landscape
Becoming part of the
conversation between
consumers is far more
powerful than traditional
advertising, direct mail or
public relations…..

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How Influential?

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Measurement & Evaluation Evaluating The Digital World

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Evaluating The Digital World
v Connections
v Conversations
v Discovery
v Amplification
v Savings on Customer insights…

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The Twitter Success!

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Evaluating The Digital World Twitter Stats…..
Evaluating The Digital World
Signal To Noise Ratio
ü Measures how much an
individual passes along facts
rather than anecdotes….
ü Signal =
§ Reference other people
§ Include a URL
§ Include hash tags
§ Retweet others
Evaluating The Digital World
Velocity
ü The measure of how
much you tweet over a
seven day period

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Assessing Digital Influence
ü Reach – the number of followers/friends/likes…..
ü Signal to noise ratio
ü Klout – the amount of references to you….
• Retweets
• References
ü Generosity – the number of times you share something
ü Velocity
The Real Way To Evaluate
A Digital PR Campaign….
Output Out take Outcome
The PR tactics
deployed……
ü Tweets
ü SEO friendly releases
ü Status Updates
ü Blog Posts
ü Podcast & Vodcast
production & distribution
The result of those
tactics deployed….
ü Increased discovery
ü Increased hits
ü High profile & buzz
ü Customer insights
ü Downloading
ü Amplification
What the target
audience does as a
result of our activity…
ü Hit the links
ü Visit website
ü Conversations & traction
ü Become advocates
Don’t Be An
Analogue Business in
A Digital Age
Steve Dunne
The Seven C’s of Digital Strategy
Citizen
Culture
Content
Co-Creation
Conversations
Customization
Community
http://twitter.com/stevedunne
Stay in Touch – And Say Hello!

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Developing A
Digital Strategy
Steve Dunne