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Disclaimer: This slide is heavily inspired by Bud Caddell’s Digital Strategy 101. I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
Citation preview
TARGETINSIGHTS
and
AUDIENCE
DIGITALSTRATEGY
,
DISCLAIMERThis slide is heavily inspired by Bud Caddell’s Digital Strategy 101.I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
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WHAT IS ADIGITAL STRATEGY?1
A digital strategy is a plan to accomplish something with the
benefit of digital tools
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A digital strategy is a plan to accomplish something with the
benefit of digital tools
a plan
Plan requires a who, what, when, where and how
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A digital strategy is a plan to accomplish something with the
benefit of digital toolsaccomplish something
An objective has to be measurable and actionable
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A digital strategy is a plan to accomplish something with the
benefit of digital toolsbenefit of digital tools
What are the benefits?
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analog digitalvs
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television radio newspaper
I’m theaudience
analog
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analog
I can only watch,hear or read
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analog
ONE WAY
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phone tablet notebook pc
I’m theuser
digital
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digital
Now I can like,comment & share
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digital
TWO WAYS
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analog + digital?How about combining
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tv ad
website
mobileapplication
print ad
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tv ad
website
mobileapplication
print ad
Never ending brand experiences
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Explosion of channels and messages
because of:
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Remarkable,attention-earning and
shareable
we need to be:
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Let’s try defining digital strategy one more time
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A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives
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A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives
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A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives
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WHAT IS ADIGITAL STRATEGIST?2
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A digital strategist is the person who develops and
oversees digital strategies and is responsible for inspiring
digital creativity
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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
develops
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A digital strategist is the person who develops and
oversees digital strategies and is responsible for inspiring
digital creativity
oversees
By monitoring brand health and orchestratingbrand campaigns
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A digital strategist is the person who develops and
oversees digital strategies and is responsible for inspiring
digital creativityinspiring
Through briefings and on-going collaboration
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What do we need to become a digital strategist?
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obsessivecuriosity +
culturebrandbusinessbehaviortechnologyproduction
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FEEDINGCREATIVITY3
A fresh and true observation thatunlocks creativity
INSIGHT
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INSIGHT
A fresh and true observation thatunlocks creativity
fresh trueunlocks creativity
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it comes from three places:
INSIGHT
categoryconventions
culturaltensions
consumermotivations
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categoryconventions
culturaltensions
consumermotivations
What’s tired, inspired and plain dead in how competitive brands communicate and behave
Help brand to stand-out and be recognized
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categoryconventions
culturaltensions
consumermotivations
When beliefs held by the target are in conflict with one another
Brands should communicate their product truths but also take a position in overall culture
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categoryconventions
culturaltensions
consumermotivations
The biological, emotional, social, and cognitive forces that influence behavior
Learn motivations that drive behavior
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SPECTRUM OF MOTIVATIONS
PHYSIOLOGICALNEEDS
PERSONALSAFETY
PERSONALKNOWLEDGE
SOCIALACCEPTANCE
SOCIALSTATUS
DEFININGSELF
HUNGER, SLEEP, AIR, DRINK,
SHELTERPROTECTION,
SECURITY, ORDER, STABILITY
SKILLS, TIPS, EXPERTISE,
SERVICES, TOOLSNETWORK
EFFECTS, SOCIAL CURRENCY
POINTS, LEVELS, REWARDS,
RECOGNITIONIDENTITY,
PERSONALIZATION
BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES
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DEFININGTHE TARGET4
SOCIAL GRAPH
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A representation of everyone that’s connected to you online
SOCIAL GRAPH
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A representation of everyone that’s connected to you online
SOCIAL GRAPH
The mission is to understand how to provoke individuals into spreading a message or action through
their social graph
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INTEREST GRAPH
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A representation of the interests that connect you with others
online
INTEREST GRAPH
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A representation of the interests that connect you with others
online
INTEREST GRAPH
It is 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
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mindtalk.com
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INTEREST MEET-UP SPACE
THE DIGITAL TARGET
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Identifiable and reachable networks of people which either represent the target
market or influence the target in their purchase process
THE DIGITAL TARGET
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COMPARISON
mass mediatarget
digitaltarget
VS.
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COMMUNITY
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COMMUNITYA group of interconnected individuals who
share a vision for the future and can be defined by insiders and outsiders
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A group of interconnected individuals who share a vision for the future and can be
defined by insiders and outsiders
COMMUNITY
Target group shares a common set of demographics and/or psychographics
A crowd shares a common location in time and/or space
Communities are distinct from target demographics and crowds
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COMMUNITYCommon community characteristics:
Holds a shared vision of who they are and the future they want to build together
Members of the community share a yearning for connection
Communities are exclusive in some way
Typically have an engaged and active leader
Share common activities
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THE 5 Cs OF COMMUNITY
commerce
continuity content
connection conversation
INCENTIVES
RELEVANCEVALUE
EMPOWERMENT
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kaskus.co.id
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THE LARGEST INDONESIAN COMMUNITY
THANKYOU