Post on 30-Oct-2014
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Digital Ecosystem
[planning template]
Business Goals What are you looking to achieve?
1. 2.3.
KPIs
1. 2.3.
How will success be measured?
Let the user define your ecosystem
Who is our audience?
What does their typical journey look like?
What attitude or behavior do we need to change?
What are their online behaviors?
What/who influences purchase decisions?
What content engages them?
Paid Owned Earned Shared
Current asset/content inventory Value factors: trust, scale, value, time to market
New assets/content needed Paid Owned Earned Shared
Value factors: trust, scale, value, time to market
New assets/content needed Paid Owned Earned Shared
Value factors: trust, scale, value, time to market
Identify your drivers
Digital drivers provide reach. These media might be paid (video, display, search) earned (user reviews, online conversation) or shared (where brands invite public participation in content creation).
Determine where the drivers drive
Hubs deliver the goods. It might be transactional, informational, educational or entertaining. Hubs are typically owned (controlled entirely by the brand, like an ecommerce site) or shared.
Specify desired outcomes
Outcomes are the actions you want consumers to take. Outcomes provide the data you’ll need to understand what’s working and what isn’t
Connect the pathways