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This presentation was given at the first!

Indigitous Sessions.!!

You can watch the !webinar at:!

!www.indigitous.org/events/debunking-digital-strategy

ROCK N ROLL WIFE, MOM, DIGITAL NATIVE, CAPETONIAN LIVING IN SCOTLAND. CHILD OF GOD. LIFE IS TO SHORT, NOT TO GO ON AN ADVENTURE

LIEZE LANGFORD!DIGITAL STRATEGIST WITH !PRAEKELT AND INTERNET.ORG

Debunking Digital Strategy

STRATEGY

What  Who  

Where  

How  

WHAT - OBJECTIVESWHOWHEREHOW

OBJECTIVES

Specific!Measurable!Achievable/Attainable!Realistic !Targeted/Time bound

1. Increase UK market share by 5% by close of 2015!2. Raise brand awareness score by 20% in 2017!3. Add 1000 Twitter followers to brand account in 2016!4. Reduce bounce rate on website to < 60% by 2015

WHAT WHO -AUDIENCEWHEREHOW

?Persona’s

Persona’s

Fictional representations of your ideal customers !Help you understand your customers better!Make it easier to tailor content

TYPESAd hoc personas!Web design personas!Marketing personas!

Persona Toolkit Describe the user

Demographics:!• Gender!• Age Range!• HH Income (Consider a spouse’s income,

if relevant)!• Urbanicity (Is your persona urban,

suburban, or rural?)!• What is the highest level of education this

person has received?!!

Identifiers:!• Buzz words!• Mannerisms

You can find this

information by

administering online

surveys of your target

audience.

Persona Toolkit !User MotivationGoals:!• What is your person motivated by? !• What do they value most?!• What are their goals?!!

Challenges:!• What are they looking for?!• What are his needs?!• What are their pain points?!• What do you help them solve?!!

!How we help:!• How you solve their challenges?!• How you help them achieve goals?!

Conduct interviews with your target audience to learn about their goals and challenges in more detail.

Persona Toolkit User Behavior!Behavior:!• What does a day in their life look like?!• Where do they go for information?!!

Digital Behavior:!• How do they relate to technology?!• Why will they come to the site? !• What devices do they use on a regular

basis?!• What software and/or applications do

they use?!• How much time do they spend browsing

the web every day? Including a real photo

from Creative

Commons or

iStockphoto helps

everyone envision the

same person.

Persona Toolkit Real quotes:!• Include a few real quotes, this will

make it easier for employees to relate to and understand your persona.!!

Common objections:!• Identify the most common objections

your persona will raise during the conversation.!

Identifying common objections will help your team be better prepared during their conversations.

Persona Toolkit Marketing messaging:!• How would you describe your

solution to your persona?!!

Elevator pitch:!• Make describing your solution

simple and consistent across everyone in your company.

Establishing your messaging prepares

your entire organization to convey the same

message.

ADVANCED

Touch point mapping  Characteristic mapping  Mapping needs to content

TOUCH POINT

CHARACTERISTIC MAPPING

CASE STUDIES

COMMON MISTAKES

!!!Product-centric thinking!Avoid a real person !Personas with no story!Insufficient research!Developing Too Many (or Too Few)

INSIGHT MINING

!!!!Toolkit!

INSIGHT MINING

!!!!Quantitative Tools!Qualitative Tools!Research Reports!Environmental Analysis!

QUANTITAVE TOOLS

QUANTITAVE TOOLS

RESEARCH REPORTS

COMPETITORS

Lieze.langford!!@liezelangford  !www.liezelangford.com

/Indigitous!!@Indigitous  !www.indigitous.org