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This presentation was given at the first!
Indigitous Sessions.!!
You can watch the !webinar at:!
!www.indigitous.org/events/debunking-digital-strategy
ROCK N ROLL WIFE, MOM, DIGITAL NATIVE, CAPETONIAN LIVING IN SCOTLAND. CHILD OF GOD. LIFE IS TO SHORT, NOT TO GO ON AN ADVENTURE
LIEZE LANGFORD!DIGITAL STRATEGIST WITH !PRAEKELT AND INTERNET.ORG
Debunking Digital Strategy
STRATEGY
What Who
Where
How
WHAT - OBJECTIVESWHOWHEREHOW
OBJECTIVES
Specific!Measurable!Achievable/Attainable!Realistic !Targeted/Time bound
1. Increase UK market share by 5% by close of 2015!2. Raise brand awareness score by 20% in 2017!3. Add 1000 Twitter followers to brand account in 2016!4. Reduce bounce rate on website to < 60% by 2015
WHAT WHO -AUDIENCEWHEREHOW
?Persona’s
Persona’s
Fictional representations of your ideal customers !Help you understand your customers better!Make it easier to tailor content
TYPESAd hoc personas!Web design personas!Marketing personas!
Persona Toolkit Describe the user
Demographics:!• Gender!• Age Range!• HH Income (Consider a spouse’s income,
if relevant)!• Urbanicity (Is your persona urban,
suburban, or rural?)!• What is the highest level of education this
person has received?!!
Identifiers:!• Buzz words!• Mannerisms
You can find this
information by
administering online
surveys of your target
audience.
Persona Toolkit !User MotivationGoals:!• What is your person motivated by? !• What do they value most?!• What are their goals?!!
Challenges:!• What are they looking for?!• What are his needs?!• What are their pain points?!• What do you help them solve?!!
!How we help:!• How you solve their challenges?!• How you help them achieve goals?!
Conduct interviews with your target audience to learn about their goals and challenges in more detail.
Persona Toolkit User Behavior!Behavior:!• What does a day in their life look like?!• Where do they go for information?!!
Digital Behavior:!• How do they relate to technology?!• Why will they come to the site? !• What devices do they use on a regular
basis?!• What software and/or applications do
they use?!• How much time do they spend browsing
the web every day? Including a real photo
from Creative
Commons or
iStockphoto helps
everyone envision the
same person.
Persona Toolkit Real quotes:!• Include a few real quotes, this will
make it easier for employees to relate to and understand your persona.!!
Common objections:!• Identify the most common objections
your persona will raise during the conversation.!
Identifying common objections will help your team be better prepared during their conversations.
Persona Toolkit Marketing messaging:!• How would you describe your
solution to your persona?!!
Elevator pitch:!• Make describing your solution
simple and consistent across everyone in your company.
Establishing your messaging prepares
your entire organization to convey the same
message.
ADVANCED
Touch point mapping Characteristic mapping Mapping needs to content
TOUCH POINT
CHARACTERISTIC MAPPING
CASE STUDIES
COMMON MISTAKES
!!!Product-centric thinking!Avoid a real person !Personas with no story!Insufficient research!Developing Too Many (or Too Few)
INSIGHT MINING
!!!!Toolkit!
INSIGHT MINING
!!!!Quantitative Tools!Qualitative Tools!Research Reports!Environmental Analysis!
QUANTITAVE TOOLS
QUANTITAVE TOOLS
RESEARCH REPORTS
COMPETITORS
Lieze.langford!!@liezelangford !www.liezelangford.com
/Indigitous!!@Indigitous !www.indigitous.org