The one thing nobody told you about digital strategy is they should remove the word digital the strategy full-stop “you need to have a strategy otherwise you have no business”. So it kind of it’s we’re not there yet where you can just kind of operate on a whim on a daily basis. I think that cannot even if we’re talking about nimble and lean and agile you need to be dead on the kind of mark. What you want to do, you need to believe in your kind of vision and that needs to be kind of expressed as your strategy and then you can do business.
Step 1: Find your Audience
So in short if you don’t have a strategy you have no business. You won’t be here next year. For me it’s very simple it’s about kind of figuring out and who your audience are. More importantly what they’re interested of kind of talking to you about. That gives you what content that you should need kind of pray to produce. When you have that you don’t need to look at what are the digital channels what platforms do I have to communicate. The last bit about kind of how do you measure and and be able to react to that in real time.
If you have those four components you sort of have a digital strategy. But, the unique details obviously for your brand to come out to figure out the first thing you need to do. It is to understand the audience or rather actually what they’re interested of talking to you. So this is about identifying who are you influencers.
Step 2: Figure out your Content
The second part is then to figure out your content, So do you have engaging content that these people would like to kind of engage with? The third bit is then all around your digital channels or your digital platform. So, you tend to talk about your owned and earned and come up your board kind of channels. In that instance so you’re looking at your whole ecosystem can my consumers or customers interact with me in any device in any channel? Whenever they want? The last bit is down how you measure and be able to react to that in real time so everybody talks about big and small data. But do you have the tools? and do you actually know what data accounts?
Well, find out the audience today is kind of easier than you think. Its just that kind of not everybody using it the techniques that is available to you. So, for example browser cookies or browser history is not a secret so for example. I can figure out where you’ve been on your internet journey before you go to me so as an example that we normally tend to use is that so if I can discover that you might like green. So, if you come to nike on the side the clothes going to be default to green. It’s these small kind of tricks about finding out what will engage you.
The other aspect is obviously to find out who is the influencer. Who would like to talk to you so that’s the idea the first thing you really need to kind of figure out. What’s my influences who to talks about my brand who talks about the topics who will be interested or kind of spreading that message. To find out what kind of con is most useful or kind of relevant to your audience. You start looking at the usage of kind of what you have out there today. Normally you find that kind of 25% . Now I’m a little bit harsh but maybe 50% of what you have is actually relevant. The rest of it is just unused or something you might need to have for legal reasons etc etc.
So, to figure out what content your audience engage with. It mean it’s not about having a long term strategy or having an editorial plan. It’s about kind of looking at data using tools like almost like a how can I put it a control room where you look at how your content is actually doing today. Well you know are these messages kind of used you then use that for real-time update. I think that’s the difference of what you do can have in the previous kind of world? Where you put out you did four messages? You can argue banging on the belt and now you’re having kind of a half a message out there. You see how that goes and then you tweak it in real-time. That’s how you figure out what content is most relevant for your audience now.
Step 3: Choose Your Channels
To get kind of the right platform to define. What platform or digital platform you need to use? Which channel you should use? what message you then need to look at how people consume in the in those channels? So, this is not about kind of minimizing content in channels with smaller screens or adding content on bigger screens. This is about repurposing or making the content responsive by default.
That you do by again by analyzing and looking at does that message work in this particular channel. You know kind of how does people react to it. You can all you can always do if you cannot presumption that kind of people on a mobile device might be kind of wanting to have information in chunks. Rather than kind of any big blocks or things and these are common patterns. Rhat you see people use but fundamentally, if you’re looking at kind of a channel you look at. What content work in that particular kind of channel. Again you measure and analyze and tweak it sorted until you get it right measurement and analytics.
Step 4: Analyze Your Data
It’s kind of again goes back to simple basics. It’s about kind of you get what you measure so, if you cannot measure the wrong things, you get the wrong thing out of your data. It tend to be this is an observation. I’ve had is that you tend to try to apply old business models kpi’s and are wise into a digital space. So, therefore you get you completely measured the wrong thing. But, how you go about to kind of come up with a measurement and analytics approach is that you look at the tools that kind of will give you real time data.
You look at the tools that can analyze that data for you then look at tools you can. Automate some of that process for you and it’s very broad strokes but, you absolutely derived you it needs to be bespoke for the challenge you have. But fundamentally we say measured data real time but before that you then make up, what is it that you want to measure? why are you measuring stuff. Too many examples are still out there. I just needed data for for information some of why do you need that data. It needs to be that value kind of exchange between consumers and the brand. That’s why they give you data otherwise they won’t give you anything.
Step 5: Implement your Findings
I think it can be a scaled down to tools for sure. I think that there are loads of free tools out there build tools to come out of the package. Again comes back to that what are you using them for you have to just get down to what do. What it what is the date that accounts for me we often talk about convinces in my organizations and convinces our small things. That might you might end up trouble when you try eat it push it to your to your top management.
Things you do when you’re trying to go live and if you break down these small bits hurdles into convinces. Trying to find an argument around that then often cannot. You will see that you cannot there is there is no other answer than actually yes. We should do this it’s about understanding. What your organization will say no to and then find arguments. Tribes do innovation program try to kind of change those small ripples and then convince the rest of an organization to kind of follow you. You won’t change an organization in one day. You need to start with kind of small color pockets and then you can kind of move on and doing the bigger thing you.