Background image by
Georgie Seccul
An amazing Melbourne based sculptor. Support artists as they are doing it tough ATM and they make life so much richer.
Digital Strategy 101 introduction
- Using definitions loosely to weave a story
- Basic take on specialised fields and heavily funded application.
- Digital a subset of organisational strategy
- Trojan Horse
- Planning on how to use digital to support the campaign strategy.
- Resources are limited
- Detail is in context.. but think about it
- Fighting for attention (google design ethicist)
Why
★ Defining digital goals
- Sounds simple
- Most plans are not clear
- The reference for all strategy, debate spend and focus
- Swiss army knife vs bread knife
Exercise: Define your goalsThis will give us examples to discuss on what appropriate goals should look like
Who
✩ Target Audience(s)
- Who do you want to talk to
- Swiss army knife communications – vague vs targeted
- 54 YO male who lives in the city vs 14 YO alt gender who lives in regional Australia
- Desires > fears > subcultures > language > FB targeting > social media platforms
✩ Current Audience
- Who do you currently talk to vs target
✩ Network mapping
- Use a wall or software such as mindmeister or spreadsheet. Links use diigo.com
- Influencers
- Nodes – influence flow
- Communities
- Organisations
- Allies
- Platforms
- Offline
- Targets
- Personal and my community – David Pocock
- Competitors
- Council example
★ Character personas
- Its all about the people – Humanise data
- Some other definitions: Vincent Xia | Xtensio
- What keeps them up at night > desires > fears
- Funded research vs educated guessing + testing
Exercise: Create one target persona
How – Creating the Journey
✩ Campaign Phases/streams
- Garden – prep – seedlings – growth – harvest – annuals/perenials
- ICAN – Launch 2009 | 2011 | 2019 | Now | Now – local
- ActionSkills- soft launch, brand, build content, trickle some work > major launch
✩ Service design
- Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. Wikipedia
- Planning components of a service to improve quality of interaction
- Digital Service Design – infrastructure (assets > website, blog, social media etc), communication (publishing/conversations) and material (content)
- Digital a subset of organisational strategy > offline may be key
- Old fashioned service
✩ User journey and pathways
- Homework – deconstruct service design in your life. Question how you are behaving and feeling.
- Supermarket – Fresh food people – milk at the back, opposite ends – impuse buy – lighting – nag factor
- Macdonalds – Service example > Future Restaurant | Sprintvalley
- Websites – sitemaps > landing pages > functionality > graphic design > imagery/copy > platforms
✩ Central Node Concept
