Digital Strategy, Consumer Insights & Target Audience
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Transcript of Digital Strategy, Consumer Insights & Target Audience
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TARGETINSIGHTS
and
AUDIENCE
DIGITALSTRATEGY
,
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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.
ATMAKA
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WHAT IS ADIGITAL STRATEGY?1
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A digital strategy is a plan to accomplish something with the
benefit of digital tools
ATMAKA
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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
ATMAKA
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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
ATMAKA
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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?
ATMAKA
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analog digitalvs
ATMAKA
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television radio newspaper
I’m theaudience
analog
ATMAKA
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analog
I can only watch,hear or read
ATMAKA
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analog
ONE WAY
ATMAKA
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phone tablet notebook pc
I’m theuser
digital
ATMAKA
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digital
Now I can like,comment & share
ATMAKA
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digital
TWO WAYS
ATMAKA
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analog + digital?How about combining
ATMAKA
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ATMAKA
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tv ad
website
mobileapplication
print ad
ATMAKA
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tv ad
website
mobileapplication
print ad
Never ending brand experiences
ATMAKA
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Explosion of channels and messages
because of:
ATMAKA
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Remarkable,attention-earning and
shareable
we need to be:
ATMAKA
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Let’s try defining digital strategy one more time
ATMAKA
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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
ATMAKA
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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
ATMAKA
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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
ATMAKA
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WHAT IS ADIGITAL STRATEGIST?2
ATMAKA
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A digital strategist is the person who develops and
oversees digital strategies and is responsible for inspiring
digital creativity
ATMAKA
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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
ATMAKA
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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
ATMAKA
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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
ATMAKA
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What do we need to become a digital strategist?
ATMAKA
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obsessivecuriosity +
culturebrandbusinessbehaviortechnologyproduction
ATMAKA
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FEEDINGCREATIVITY3
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A fresh and true observation thatunlocks creativity
INSIGHT
ATMAKA
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INSIGHT
A fresh and true observation thatunlocks creativity
fresh trueunlocks creativity
ATMAKA
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it comes from three places:
INSIGHT
categoryconventions
culturaltensions
consumermotivations
ATMAKA
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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
ATMAKA
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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
ATMAKA
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categoryconventions
culturaltensions
consumermotivations
The biological, emotional, social, and cognitive forces that influence behavior
Learn motivations that drive behavior
ATMAKA
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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
ATMAKA
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DEFININGTHE TARGET4
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SOCIAL GRAPH
ATMAKA
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A representation of everyone that’s connected to you online
SOCIAL GRAPH
ATMAKA
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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
ATMAKA
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INTEREST GRAPH
ATMAKA
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A representation of the interests that connect you with others
online
INTEREST GRAPH
ATMAKA
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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
ATMAKA
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mindtalk.com
ATMAKA
INTEREST MEET-UP SPACE
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THE DIGITAL TARGET
ATMAKA
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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
ATMAKA
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COMPARISON
mass mediatarget
digitaltarget
VS.
ATMAKA
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COMMUNITY
ATMAKA
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COMMUNITYA group of interconnected individuals who
share a vision for the future and can be defined by insiders and outsiders
ATMAKA
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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
ATMAKA
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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
ATMAKA
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THE 5 Cs OF COMMUNITY
commerce
continuity content
connection conversation
INCENTIVES
RELEVANCEVALUE
EMPOWERMENT
ATMAKA
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kaskus.co.id
ATMAKA
THE LARGEST INDONESIAN COMMUNITY
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THANKYOU