Why, Who and Creating the Journey

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Date: 22/04/2020


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)


★ 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 goals

This will give us examples to discuss on what appropriate goals should look like



✩ 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

Last updated: January 11th, 2023

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Why, Who and Creating the Journey by actionskills.co is licensed under a Creative Commons Attribution 4.0 International License.