Creating a digital transformation strategy? Don't forget the human touch
Creating a Digital Strategy
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Creating a Digital Strategy #DigitalStrategy
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Step-by-step process for creating a digital strategy for for-profit or non-profit companies. Includes SEO, social media, branding, mobile and other digital marketing-related topics.
Transcript of Creating a Digital Strategy
Creating a Digital Strategy#DigitalStrategy
Steps for Creating a Strategy
1. Plan and Assess2. Create and Launch3. Engage and Cultivate4. Measure and Evaluate5. Rinse and Repeat
About WNET: Our Brands
Local Brands:
● WNET● THIRTEEN● WLIW● NJTV
● NYC-ARTS● MetroFocus● Treasures of New York● NJ Today● Reel 13● At the Paley Center● Driving Jersey● Tales of the Jersey Shore
National Brands:
● PBS
● Nature● American Masters● Finding Your Roots● Great Performances● Antiques Roadshow● Masterpiece● Frontline● NOVA● This Old House● PBS NewsHour
About WNET: Digital Platforms
Websites● WNET.org● Thirteen.org● PBS.org/Nature
Mobile● THIRTEEN Explore iPad App● Metrofocus & NYC-ARTS
iPhone Apps
Social MediaTHIRTEEN/WLIW/NJTVNature/American Master
Email● THIRTEEN Week● THIRTEEN Arts
Digital Video● THIRTEEN on YouTube● Nature on Roku● Watch.NJTV.org
SMS
WNET’s Digital Services: IEG.WNET.org
Steps for Creating a Strategy
1. Plan and Assess2. Create and Launch3. Engage and Cultivate4. Measure and Evaluate5. Rinse and Repeat
Plan and Assess
● What are your brands?● What’s your brand architecture?
Plan and Assess
● What’s your current footprint?● Competitor assessment
○ Who?○ Where?○ What?
● What’s working?● What’s not working?● What’s withering on the vine?
Plan and Assess
Who is your audience?● Primary● Secondary
Plan and Assess
● Where is your audience?○ How do my audience members seek
information about my product, service, or brand?
○ What social platforms do they favor?○ What technology do they use?
Create and Launch
What can you maintain?● Website● Social media● Email● SMS
Create and Launch
● What’s your brand story?○ What sort of emotions does it evoke?○ What are the key messages?○ How does the story connect to the
emotional needs of my target audience?○ How will this story incite action?
Create and Launch
● Design and setup● Establish KPIs
○ Web○ Video○ Social
Engage and Cultivate
● Integrated engagement calendar● Consistency of voice and story● Influencer outreach● List and follower building● SEO
Measure and Evaluate
● Measure everything● Baseline is crucial● Getting and listening to feedback● Measurement tools● Report and communicate
Steps for Creating a Strategy
1. Plan and Assess2. Create and Launch3. Engage and Cultivate4. Measure and Evaluate5. Rinse and Repeat
Questions?
