The Digital Strategy Workbook: A Standard Anatomy

@nanotim#digitalstrategyworkbook

Strategy

Understand the Purpose of the Work Select the Most Valuable Problem Fight for the Best Idea

The Plan

HEIST

CHRISTOPHER NOLAN

DOM COBB

SAITO

EXTRACTOR

OLD ENERGY TYCOON

YOUNG HEIR TYCOON

BREAK UP THE COMPANY

COMMUNICATION STRATEGY

INSIGHT

ARCHITECTING INCEPTION

SUBCONSCIOUS

AWESOME SNOW FORTRESS

“YOUR FATHER DIDN’T WANT YOU TO BE LIKE HIM”

BE YOUR OWN MAN

Is Digital Strategy ready for a shared language and practice?

We Can Help Each Other Keep It All Together

This is the desired outcome.

OBJECTIVE

We select the highest-value problem from the challenge space.

PROBLEM

We search for a disruptive truth that can’t be ignored. It demands change. It provides evidence for the strategy.

INSIGHT

The plan of action that achieves the objective. Built upon true and simple insight.

STRATEGY

Basic Structure

MULTI-CHANNEL HUMANFLUID FOCUS+ + +

The Customer Value Cycle

Ecosystem

Ecosystem

A Community of Organisms Interacting as a System

ECOSYSTEMS CAN BE OVERWHELMING

TheEcosystem AWARENESS

ADVOCACY

PURCHASE

EXPERIENCE

CONSIDERATION

Paid Media

Shared Media

Owned Media

Product/Service

• Aided • Unaided • Reach • Desire • Likability

• CPM • CPA

• Satisfaction • Effort • Promotion • Loyalty • LCV

Construct Short Archetypical Journeys That Fit Together, Across Media

A Digital Strategy Defines Interactions from Every Business Territory Into Shared Space with the Customer

AWARENESS

ADVOCACY

PURCHASE

EXPERIENCE

CONSIDERATION

Paid Media

Shared Media

Owned Media

Product/Service

AUDIENCE TOUCH POINT CHANGE

DO

FEEL

THINK

Multi-channel, journey-based approach to making services + experiences more competitive.

SERVICE DESIGN

Develop strong emotional bonds with customers by association of a meaningful purpose and shared values.

Digital Strategy is a Symphony

+ BRAND STRATEGY

+ COMMUNICATION PLANNING

+ CONTENT STRATEGY

Architecting a desired communication outcome, across channels, based on the segment and emotional state of customers.

Production and operation of multi-media content, across all channels, both evergreen and transient.

1 2 3 4

EXPERIENCE + SERVICE STRATEGY

AWARENESS

ADVOCACY

PURCHASE

EXPERIENCE

CONSIDERATION

Paid Media

Shared Media

Owned Media

Product/Service

C

A B

D E

Flustered.Skeptical.

ENTRY POINT

CUSTOMER JOURNEY

STEP 1 STEP 2 STEP 3

TOUCH POINTS

Web Search X

Web Search Y

Read Article

Read Reviews

Visit Website

Get Quote

Web Search Deals

MOTIVATIONS AND NEEDS

“I need X.” “What’s the right way to shop for this?” “What’s available to me?” “What’s most important to

me?”

EMOTIONAL STATE

Overwhelmed.

Trying to make sense of the space. Seeking expert advice. Evaluate the top options.

Understand cost.

FRAME + ANALYZE

TRACK NEEDS

MAP THE INFLUENCES

IDENTIFY OPPORTUNITIES

Core Anatomy of a Strategy Story

CURRENTSTATE

DESIRED STATE

SELECTED PROBLEM

REQUIRED CHANGE INSIGHT STRATEGY

BLITZ | 2014 CAPABILITIES |

TRUSTGAPTRUSTGAP

The Challenge

BLITZ | 2014 CAPABILITIES |

CONTENT COMMERCE PEP

BOOK

EPIC WIN!!

Making SenseSocial Huddle Plan/Customize In the Park Back at Room Remember

VISION1GUIDING LIGHTS2

MOMENTS3 Vignette

Voice Nudge Focus Delight

Vignette Vignette

+ + +

Service Design or Experience Strategy

OBJECTIVE TERRITORY JOURNEYS NEEDS INFLUENCES INSIGHTSAUDIENCE

BRAND AS METHOD

Purpose

Values

Personality

Benefits

Identity

Product

MAN

AG

E BR

AN

DEX

PERIENCE BRA

ND

Digital Brands Have a New Footprint

Brands Now Must Extend Beyond Ads

Brands Must Now Be Concerned With All Customer Experiences

Consumers See All Interactions as Behavior

IN BOTH INTERNETWORKED MARKETS AND AMONG INTRANETWORKED EMPLOYEES, PEOPLE ARE SPEAKING TO EACH OTHER IN A POWERFUL NEW WAY.

- THE CLUETRAIN MANIFESTO

Scale Brand via Behaviors

Kaiser Permanente Vision

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We will make Thrive a behavior

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Kaiser Permanente Vision

by extending our approach to excellent care into the shopping experience.

USER JOURNEYDISCOVER EXPLORE ENGAGE COMPARE ENROLL

What does KP mean to me?

We will provide validation through personalized communications, never

asking the same question

What plans are best for me?

We will provide and justify a clear recommendation guided by

information and social connectivity

What are my healthcare needs?

We will make it easy to find the right plan with self-assessment tools and

personalized shopping

What is available to

me?

We will demonstrate the KP difference earlier in the

process

How do I shop for health care?

We will make shopping simpler through helpful guides and plain

language information

Kaiser Permanente Vision

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Homepage

Kaiser Permanente Vision

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Kaiser Permanente Vision

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Thrive Plan

Kaiser Permanente Vision

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Kaiser Permanente Vision

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Thrive Plan

Kaiser Permanente Vision

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Kaiser Permanente Vision

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We are operating in silos and competing for attention from consumers.

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KP SERVICES

BRAND

REGION

SERVICE AREAS

LINE OF BUSINESS

MEMBER SERVICES

I’M KP!

I’M KP!

I’M KP!

I’M KP!

I’M KP!

I’M KP!

Kaiser Permanente Vision

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Rather than talking over each other,

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Kaiser Permanente Vision

we will find the right time and place in the user journey for each area of our organization to join the conversation.

USER JOURNEYDISCOVER EXPLORE ENGAGE COMPARE ENROLL MEMBER

SERVICES

KP SERVICES

BRAND

REGION

SERVICE AREAS

LINE OF BUSINESS

MEMBER SERVICES

Brand Strategy and Behaviors

PURPOSE VALUES PERSONALITY BEHAVIORS

PLANNING COMMUNICATIONS

Ecosystem

PRODUCT + SERVICE

OWNED CONTENT

EARNED MEDIA

PAID MEDIA

Influence

expl

orat

ion

buying

satisfaction

engagem

ent

COMPARE

CONSIDER

OPINION

DISCOVERY

PERSONALIZE

DEEPEN

PURCHASE

What is TV?

Who Do We Love?

We Have Next-Level Value

What is our positioning?

+ +

vs

vs

Everything is on. Always.

Don’t fix what’s not broken.

TV?

*binge*

Challenges

This is where we are vikings.

Simple, Easy

Free Gateway

~90% ~30% ~10%

70% of all these people would like to “catch up” before a new season of TV starts :)

New User Journey

“Can I watch all of my digital content on my

television?”Curious Desire

Reduce complexity.

“Instant gratification.”

“What is it? How does it work?”

Anxiety Inspiration

Redefine TV.

“The last thing you’ll ever need

to plug in.”

“How will I use the streaming box?”

Apprehension Understanding

Proof of compatibility.

“Everything’s on. Always.”

DISCOVERY OPINION CONSIDERATION

AUDIENCE TOUCH POINT CHANGE

DO

FEEL

THINK

Ecosystem

PRODUCT + SERVICE

OWNED CONTENT

EARNED MEDIA

PAID MEDIA

Influence

expl

orat

ion

buying

satisfaction

engagem

ent

Reduce complexity.

Instant gratification.

Redefine TV. The Last Thing You’ll Need to

Plug In.

Proof of Compatibility.

Test How You’d Use It.

Simple. Powerful. Valuable.

Gateway to a World of TV. Yours for a Lifetime.

COMPARE

CONSIDER

OPINION

DISCOVERY

CABLE CUTTING CALCULATOR

Listen and Personalize.

Find All of Your Favorite Stuff.

PERSONALIZE

DEEPEN

STRATEGYMAIN MESSAGECHANGE CHANNELS AVAILABLE KPI’SCOMM OBJECTIVE

CONTENT STRATEGY

AWARENESS

ADVOCACY

PURCHASE

EXPERIENCE

CONSIDERATION

Paid Media

Shared Media

Owned Media

Product/Service

Massive Competition Between Channels

FRAME THE OBJECTIVE

AUDITCONTENT

PRIORITIZEOBJECTIVES

ANALYZE PERFORMANCE

Audit and Aggregate

CHANNEL

Facebook

CONTENT PROGRAM

“What the Fruit?”

SUBJECT/TOPIC

Ingredients

THEME

Only the best.

Instagram“Out and About” Lifestyle Live Naked

YouTube“Live Naked Anthems” Manifesto Live Naked

Analyze and Prioritize

TRAFFIC TIME SPENT

EARNED REACH

ENGAGE-MENT

rank

Current/Benchmark Values

3 2 5 4

BUSINESS VALUE

CUSTOMER VALUE EFFORT

Prioritization

2 3 1weight Attributes via Content Analysis

MEDIA TYPES

TOPIC SPACE

COMM OBJECTIVE

CONTENT OBJECTIVE

EFFICIENCY PREDICTIVE ATTRIBUTES

WEIGHTED ANALYSIS

EVALUATE CONTENT

EVERGREEN CONTENT

TRANSIENT CONTENT/PROGRAMS

MORE LIKE THIS

CREATE NEW

FIX IT

KILL IT

Analyze and Prioritize

TRAFFIC TIME SPENT

EARNED REACH

ENGAGE-MENT

rank

Current/Benchmark Values

3 2 5 4

BUSINESS VALUE

CUSTOMER VALUE EFFORT

Prioritization

2 3 1weight

MORE LIKE THIS

CREATE NEW

FIX IT

CREATIVE DEVELOPMENT

PROGRAM EXPANSION/

MAINTENANCE

DEVELOPMENT + EXPERIMENTATION

“QUALITY”

“TIME/COST”

“EFFICIENCY”

Roadmap and BacklogTYPE EFFORT

Video

HTML/Multi

HTML/Multi

Image

Copy

Video

HTML/Multi

Video

Copy

Copy

Video

HTML/Multi

Video

Copy

H

H

M

L

L

M

L

H

M

H

H

M

H

M

PRIORITY

1

1

1

2

2

2

2

4

5

2

2

5

5

5

Roadmap and BacklogTYPE EFFORT

Video

HTML/Multi

HTML/Multi

Image

Copy

Video

HTML/Multi

Video

Copy

Copy

Video

HTML/Multi

Video

Copy

H

H

M

L

L

M

L

H

M

H

H

M

H

M

PRIORITY

1

1

1

2

2

2

2

4

5

2

2

5

5

5

DEPENDENCIESINVESTMENT

PLANPRIORITY PLANROLE OF

CHANNELPROTOTYPICAL

RESULTS

ANATOMY OF DIGITAL STRATEGY

Minimum Viable Strategy

OBJECTIVE PROBLEM INSIGHT STRATEGY

Focus on the desirable outcome in one ecosystem territory.

Which, of all the possible problems, is of highest-value to the brand and customer?

Find the disruptive truth that, when acted upon, will create the desired change.

How have you chosen to reach the objective? What evidence do you have that it is fertile?

OBJECTIVES (CONTEXT)

AUDIENCE

NEEDS

(BRAND)

PURPOSE

PERSONALITY

DESIRED CHANGE

INSIGHTS

STRATEGY KPI’S

SELECTED PROBLEM SET

INFLUENCES

ROLES OF CHANNELS

A Complete Strategy Story

OBJECTIVES (CONTEXT)

AUDIENCE

NEEDS

(BRAND)

PURPOSE

PERSONALITY

DESIRED CHANGE

INSIGHTS

STRATEGY PROTOTYPE KPI’S PLAN

TOUCH POINTS

CREATIVE EXECUTIONS

COMM OBJECTIVES

SELECTED PROBLEM SET

INFLUENCES

ROLES OF CHANNELS

Be a Partner to Creative Teams

OBJECTIVES

ECOSYSTEM MAP

JOURNEYS

AUDIENCE

NEEDS

BRAND BEHAVIORS

PURPOSETERRITORY ANALYSIS

VALUES

PERSONALITY

DESIRED CHANGE

INSIGHTS

STRATEGY PROTOTYPE KPI’S PLAN

TOUCH POINTS

PROGRAMS/CAMPAIGNS

PRODUCTS/SERVICES

NEW JOURNEYS

CREATIVE EXECUTIONS

PRIORITY ANALYSIS

COMM OBJECTIVES

SELECTED PROBLEM SET

INFLUENCES

ROLES OF CHANNELS

Digital Strategy Must Be Operated and Managed

THE PROBLEM

THE PROBLEM

THE MANAGER

THE SOLUTIONTHE PROBLEM

THE MANAGER

THE SOLUTIONTHE WORKTHE PROBLEM

+

THE MANAGER

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM

+

THE MANAGER

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM

+

THE MANAGER

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM

+

THE MANAGER

INSIGHT

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM INSIGHT

+

THE MANAGER

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM INSIGHT

+

THE OUTCOME

THE SOLUTIONTHE WORK

THE STRATEGY

THE PROBLEM INSIGHT

+

THE OUTCOME