A digital strategy is all about passion
Do you remember when the logo of a brand plus a tacky line equalled the brand identity? The missions and visions were well hidden away in wooden cooperate drawers and great strategic minds. Not because the company didn’t have a splendid CSR profile and the product portfolio wasn’t truly great, but there simply wasn’t any platform present to share the passion. That was before digital and social media shifted our world upside down and made a digital strategy inevitable.
- By: Anders Brøndberg
- Published: 14-03-2014
Digital media of today is by definition social; completely unconcerned about your brands digital presence, or lack of same, your end-users will debate and discuss your brand and products on various digital platforms. Our approach to a successful digital strategy is to bring the consumer in the centre of our communications, and at the same time strengthen our brand position by demonstrating what the brand is passionate about.
BRAND PASSION POINTS
Every company and every brand is passionate about something and has a story to tell. If you think me wrong, ask the founder why the company was established in the first place, or even easier, try recalling your first day at work when you went through the company history, visions and missions, all to clarify why the company differs and is a truly great company (compared to the competition, that is).
All the great things a company want to share with the world is defined as Brand Passion Points (See figure 1).
The traditional communications strategy puts the Brand Passion Points at the centre of attention, as a traditional communications strategy is a colourful monologue, praising the brand and its products.
AUDIENCE PASSION POINTS
Our target audience is passionate people as well, some are into green energy and others have passion for football. One way or the other, we all have interests and passion for something.
Before digital media set the agenda, these interests were only debated among friends and family in the living room and during 5-minute coffee breaks at work.
But digital and social media now provides us with platforms to discuss our interests with people who share the same interests.
We define our target audience interests as Audience Passion Points.
The first task is to gather all relevant Brand Passion Points and Consumer Passion Points. Define what is general consumer behaviour and what are true passion points for your specific target audience.
Use social media insights and blog and forum searches to dig for useful Audience Passion Points. Use focus groups and online surveys to get more detailed audience insights.
When all passion points have been collected you’ll see that brand and consumer share passion for different areas. These are defined as Social Exchanges and clarify what paths you as a brand can exploit online with full support from your customers. Remember that your target audience will respond to your digital activities, whether social media is part of your strategy or not. Therefore, defining the Social Exchanges is the very key to a successful digital presence.
The Social Exchanges will help you clarify what passion points that can be shaped, and turned into successful digital concepts and campaigns. But before even considering building concepts and campaigning, find out what digital platforms should be taken into use.
As a rule of thumb, social platforms will be more time consuming than you would first expect, but do also bring you in closer contact with valued costumers and provide you with beneficial target audience insights, we will not look further into choosing the right social platform, as that would be a whole new article in itself.
A landing page can easily work well for a single campaign, especially if knowing that presence on social platforms will cause a lack of human resources.
Use the knowledge gathered from your Audience Passion Points to help you pick the right digital platforms and be present where your target audience is already comfortable.
With the Social Exchanges in place, ensuring the right human resources is available, and having decided on what digital platforms to take into use, you are just about ready.
As you probably have discovered by now, the digital strategy is not about your brand and products, it’s about interests, passion, conversations and attitude, all adding to our brand preference; hence, creating a strong digital brand!
The next step is to create concepts and campaigns based on your Social Exchanges, there is no need to just choosing one Social Exchange, create a plan for at least 6 month and ensure the best timing for each concept. This is though not strategy, but tactical work.
That’s it, your ready go!