This document provides an introduction to digital strategy and media. It discusses the changing media landscape and consumer journey from awareness to advocacy. Key points covered include: - The differences between paid, owned, and earned media and how digital media has expanded opportunities across these channels. - How the consumer journey has evolved from a linear awareness to purchase process, to a more dynamic journey across online and offline touchpoints from awareness to advocacy. - Case studies are presented on how brands like KLM, Old Spice, and Oreo have optimized their strategies across owned, paid and earned media to drive engagement and achieve business objectives. - The role of agencies is discussed in bringing powerful ideas to life across different media to

1. I N T R O D U C T I O N T O I T S I M P O R T A N C E
Digital Strategy Class #1

2. What we WILL NOT be covering this round
 Social Media/Mobile Channels strategy
 E.g. Facebook strategy, Instagram strategy, etc.
 Tutorials/How-tos that CAN be Google-d
 E.g. How to post stuff on Facebook
 Digital Marketing statistics
 E.g. Number of Malaysians using digital

3. What we WILL be covering now and in the future
 Overview to Paid/Owned/Earned Media
 Role of Digital Media
 Digital Media Processes
 Digital Media Targeting & Retargeting

4. What is Media?
AKA
Touchpoint, Channel,
Medium
 Media is a group of different
Communication Platforms used to
connect or influence individuals or
groups
- Rachel Foong’s Definition

5. Media Landscape
REACH
INVESTMENT
CONTROL
TARGET AUDIENCE
PERIOD
INDUSTRY
PLAYERS
PAID MEDIA
“ATL”
GUARANTEED
Visibility/ROI
HIGH Investment
MEDIUM Control
Mass/Targeted
Short Term
Media Buyers & Celebrity
Managers
OWNED MEDIA
“Corporate/Store”
LOW TO MEDIUM
Visibility/ROI
MEDIUM Investment
FULL Control
Targeted/Customers
Long Term
BTL & Events/Activation & PR &
CRM Agencies & Brand
Collaborations
EARNED
MEDIA
“Word of Mouth”
NON-GUARANTEED
Visibility/ROI
ZERO Investment
ZERO Control
Customers/Fans
Short to Long Term
PR agencies /CRM
Creative Agencies

6. 360 and the Creative Agency
360˚ Campaign
Maximise Reach and ROI
to achieve objectives

7. W H A T A R E T H E D I F F E R E N T T O U C H P O I N T S
A N D R O L E S ?
Media Ecosystem – Then

8. The Traditional
Consumer
Journey
From Awareness to
Loyalty
I Love (Share)
“Loyalty/Advocacy”
I Buy
“Conversion”
I Consider/Engage
“Interest”
I Know
“Awareness”

9. Traditional Consumer Journey
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/BTL
Traditional Paid Media
(Newspapers, Radio, TV, Billboard, etc.)
Shopper/Activation Marketing
(Flyers, In=store promos, Guerrilla, etc.)
Celebrity Endorsements/ Brand Partnerships
Product
Packaging/
Promotions
(In-store Ads,
Coupons)
Direct Mailers/Newsletters/Call Centres/Direct Marketing
Press Conferences
Member Referral
Onground
Event/Team
Loyalty Programs
Press Mentions/Reviews
PAID MEDIA OWNED MEDIA EARNED MEDIA

10. Traditional Consumer Journey (Metrics)
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/BTL
Impressions
Sales
PAID MEDIA OWNED MEDIA EARNED MEDIA
New Member
Signups/Frien
d Referrals
PR Value
Program/Contes
t/Promotion
/Event
Engagement
CRM Database
Repeat Sales

11. Problems with
Traditional
Journey
 Calculation is purely based on
Impressions/PR Value ->
Sales/Customer DB
 High investment on Paid Media to
increase sales
 How do I know that I’m making
a brand impact without
spending millions on research?

12. H O W I T A L L C H A N G E D
Media Ecosystem – Now

13. What has not changed
THERE IS
STILL ONE
TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Alain Thys - FutureLab

14. STOP THE MONOLOG - START THE
DIALOG
Art by: Andrew Davies

15. The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Reviews/Evaluation”
I Consider/Engage
“Interest”
I Know
“Awareness”

16. The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Reviews/Evaluation”
I Consider/Engage
“Interest”
I Know
“Awareness”
Mobile
Desktop
Tablet
Search
Engines
Social
Networks/
Forums/Bl
ogs
Social
Networks
/Forums/
Blogs
Apps&Games
Email
Email

17. Today‟s Consumer Journey
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Traditional + Digital Paid Media Paid Likes + SharesProduct
Packaging/
Promotion
sShopper/Activatio
n Marketing Onground
Event/Team
Celebrity Endorsements/ Brand Partnerships
Press Conferences
Press Mentions/Reviews
Digital Influencer Marketing
Press Mentions/Reviews
Digital Influencer Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral Loyalty Programs
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages
Shared
Content
Search Engine Marketing
Search Engine Optimisation
Mobile Apps & Games
Email/SMS
Augmented Reality
Podcast/Videos

18. Today‟s Consumer Journey (Metrics)
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (SEARCH)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Impressions
Sales
New
Member
Signups/
Friend
Referrals
PR Value
Program/
Contest/
Promotion
/Event
Engagemen
t
CRM Database
Repeat
Sales
Pageviews/
Visits/
Clicks
(CTR)
App
Downloads/
Activity
Clicks
(CTR)
Impression
s
Ranking
Reviews/Mentions/Fan-Created Content
Email /RSS
Subscription
Shares
FollowersOnline Sentiment
Influencers
Engagement
Time Spent
SharesEngagement

19. Why is the new
journey
important?
 More avenues for owned media
 More metrics/data
 Better and clearer consumer
cycle
 The store is no longer confined
to a physical space

20. H O W T H E N D O W E M A X I M I S E T H E
D I F F E R E N T T O U C H P O I N T S ?
Digital Strategy

21. Some common
objectives
 Increase WOM/conversations
 Increase community numbers
(CRM)
 Increase sales
 Increase awareness

22. Digital/
Social Media
Strategy
How do we approach
the world of today to
build and extend
relationships?
Optimise
Community Size Share of Voice Sentiment Shareability ROI
Build & Respond/Engage
Social Media
Management
Reputation
Management
Crisis
Management
Content
Marketing
Channel Strategy
Understand/Analyse
Keyword Analysis Sentiment Analysis
Share Of Voice
Analysis
User Experience
Listen
Social Media
Monitoring
Search Engine
Results
Forums/Social
Networks/Reviews
Insights/Behaviour
Set Objectives
Metrics/KPI Understand Ecosystem Budgets
Sharpen the Brand
USP Messaging Relevance
Evaluate Current
Ecosystem
Stakeholder
Identification

23. Who we‟re working aka fighting with
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital (IT/SOCIAL)
Digital (MOBILE)
PAID MEDIA OWNED MEDIA EARNED MEDIA
Traditional + Digital Paid Media Paid Likes + SharesProduct
Packaging/
Promotion
s
Onground
Event/Team
Digital Influencer Marketing Digital Influencer Marketing
Direct Mailers/Newsletters/Call Centres
Member Referral
Direct Mailers/Newsletters/Call Centres
Website/Microsite/Blogs/Forums
Email/Content Marketing
Social Media Pages
Shared
Content
Mobile Apps & Games
Email/SMS
Augmented Reality
Videos
Shopper/Activatio
n Marketing

24. How can
creative
agencies stand
out then?
By bringing
powerful and
insightful ideas to
life, no matter the
medium.

25. E X A M P L E S O F D I G I T A L S T R A T E G Y I N P L A Y
Case Studies

26. Case Study:
KLM Surprise
Brand Message:
Journeys of Inspiration
Objective:
Make passengers feel
special
Listen:
Monitor check-ins /
mentions via social
media
Build &
Respond/Engage:
Reward passengers by
responding to their needs
Optimise:
??

27. Case Study:
Old Spice
Brand Message:
The Man your Man could
Smell Like
Objective:
Spark conversations
amongst couples about
body wash
Listen:
Monitor responses and
questions about body wash
Build & Respond/Engage:
Engage celebrities and
fans to influence
conversations with creative
and humourous content
Optimise:
Follow up with campaign
based on similar story

28. Case Study:
Oreo Daily Twist
Brand Message:
A 100th yr old cookie with a
twist
Objective:
Fuel everyday
conversations with Oreo as
the icon
Listen:
Monitor trends/pop
culture/issues that are
being talked about globally
Build & Respond/Engage:
Creatively use the cookie
as an icon to symbolise the
topic of the day
Optimise:
Localise the
conversation
amongst countries

29. F O R O T H E R L E S S O N S ,
P L E A S E A S K U N C L E G O O G L E F I R S T
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