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Creating a Digital Strategy - Step 2

Creating a Digital Strategy - Step 2
Step 2 to creating your digital strategy is focused on planning and creating your campaigns.

Creating a Digital Strategy – Step 2: Plan & Create

The creation stage is purely focused around campaign formalization. This involves:

1. Inventory of existing channels and content:
  • Do you have a Facebook page (not personal account)?
  • Do you have a Twitter account?
  • Do you have a LinkedIn business page (keep in mind employees should also be on LinkedIn – but have a separate page for business)?
  • Are these up-to-date (i.e. company information, contact info, logo as display picture)?
  • Content – what do you have already that you can talk about (upcoming conferences, classes, meetings)?
It's important to complete a review of the channels you have to ensure they are up to date. If you aren't already using a channel, account set-up will be required. You should also review what you have in your arsenal that you can talk about - without extra research time required.

2. Planning campaign elements:
  • What do you want to express?
  • Where do you want to provide your information?
  • What is the purpose of the digital strategy, what do you want to achieve through this process?
What types of things are you going to talk about and where. As different mediums have different audiences, you need to make sure that you're speaking to each appropriately - always keeping in mind your goals and desired end results.

3. Design and build of campaign elements/channels:
  • Make sure you have all the channels/networks that you deem necessary for your strategy.
Now's the time to make the changes/updates to your existing channels that you outlined earlier, as well as the set-up of any new channels that you would like to use.

4. Establish measurement metrics:
  • How are you going to measure your metrics?
  • Create a plan for this and decide timelines.
What are you going measure? If one of your strategy goals is to gain more Twitter followers, you'll want to track how many followers you have a on a regular basis. Perhaps you add this into a spreadsheet on a monthly basis so you can easily see you progress over time.

Up next - implementation and execution of your digital strategy. Stay tuned!

Photo credit: Oliver, Henze via Flickr 
Creative Commons Attribution 2.0 Generic (CC BY 2.0)
Posted by Alexa on 3/25/2014 10:03:29 AM
Filed under: Digital Strategy

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