Write and present Playground Session's 2013 Digital Strategy

What is Digital Strategy and Insights Mining?

Now that you've digested the resources, let's put that knowledge to use on our first client, Playgro
Now that you've digested the resources, let's put that knowledge to use on our first client, Playground Sessions! Use the tools that were outlined to share insights with the group that you find about the consumer under this Discussions thread.
Identify the Playground Sessions Consumer
Using the resources and tools mentioned in Week 1, gather insights about the Playground Sessions consumer and share them here.

Communications Planning

Come up with the Single Minded Proposition for the Playground Sessions brief and create a Communicat
Come up with the Single Minded Proposition for the Playground Sessions brief and create a Communications Framework for the idea.
Create a Communication Framework
You will create a Communications Framework for one of your creative ideas for Playground Sessions. More details to come

The Current State of Digital and the Importance of Paid Media, KPIs, and Selling in Digital Work

Using all the resources and tools from Week 1 and Week 2, prepare a Digital Strategy for Playground
Using all the resources and tools from Week 1 and Week 2, prepare a Digital Strategy for Playground Sessions.
Present your Digital Strategy
Using all the resources and tools from Week 1 and Week 2, prepare a Digital Strategy for Playground Sessions.

Additional Resources

Welcome to Week 1 of the class! I have recorded a couple of short slidecasts (slide presentations with audio) that would be great if you watched before Office Hours on Monday.

1. Introduction to 'How to become a great Digital Strategist'

The first video is just an introduction to the course and a bit of detail of What is a Digital Strategist? I am going to talk in more detail about this question in the Lecture on Monday. There is also some great explanations on this topic happening in the Discussion right now check it out.

Gerry Graf comments on a Planner comes from a larger Masterclass post by Gerry on 'How to make a great commercial'. It is worth reading to understand the painstaking process that creatives have to go through to get to an idea.

Mark Pollard's comments on the role of the Digital Strategist compensating for agency muscle that have not grown comes from the article on 'Why the world doesn't need another digital strategist'

2. Overview of Insight Mining

The second cast is an overview of Insight Mining.

3. Quantitative Tools

Looking at how you can use data to help inform you about the consumer. I look at the following tools:
- Compete.com
- Google Trends - Flu Trends
- Google Trends (Skillshare)
- Facebook Page Analytics Public Info (Skillshare Page)
- Think with Google - Is Google's Toolbox of the best insight tools for digging into data provided by Google - via Liane in the Discussion on Insight tools that Digital Strategist use
4. Qualitative Tools
- Twitter Advanced Search (Bud Light example)
- Facebook Status Insights (Bud Light example)
- Boost Mobile Textaholics Campaign Case Study is the example where I used Facebook Statement Pages to inform the creative execution
- The Pet Collective is the Youtube Channel that I looked at the Consumer Archetypes for. Here is the Carly Rae Jepson Petody too!
5. Competitors

Although there is not a slidecast on Competitors here are a few tools that are good for doing competitor analysis.

To see where your competitors are advertising and the copy they are using check out MixRank

Socially to see how your competitors are doing check out SocialBakers or StarCount

6. Research Reports

There are a number of sites that are great to go to, to get stats on your consumer or online behaviour around a certain category.

Internet Related Reports:
- Pew Internet Research
- eMarketer
General Consumer & Internet Research:
- Statista -10% of the research reports are free and then you need an account via Liane
EXTRA READINGS
Next steps...

Once you've read the resources, click here for information about the client, Playground Sessions. It is now time to do a deep dive on the client's consumer and see what we can uncover about them!
1. What is a great Insight
A simple approach to Account Planning by Mark Pollard (On Playground Sessions, we should be at the stage where we have the problem and the persona. We are looking for the Deep Human Truth.

What are great insights 6 years old and this is still a strong presentation on what a great insights is.

Understanding Insights

Why is a good insight like a refridgerator?

What is an insight?

2. Creative Brief

How to write an effective brief

List of Top Agencies Briefs

Pinterest board on writing a creative brief - lots of good diagrams and videos

How to write a creative brief (watch the presentation)

How to write a creative brief - checklist and components (Slideshare)

Problems with writing a creative brief (opinion piece)

BBDO Creative Brief (Pre Brief & Current Brief)

How to evaluate the creative brief, questions to ask

3. Evaluating the Creative Idea

CP+B Way

Slide 36 73 - Question to ask about an idea

Using the Validation Board for idea evaluation

4. Communications Framework

How to do Propagation Planning

Do we need Connections Planning

Strategy and Implementation
1. The Current State of Digital
- State of the Internet - Stats and Facts about the growth of online. Good overview by Business Insider
- Music, Marketing and Blogs in 2012 - If you can get past the way Hipster Runoff is written, he makes some insightful points about the current climate between these parties.
- Lana Del Ray search engine gold - Another great piece by Hipster Runoff which looks into how online publishers rely on SEO driving celebrity news.
- Media Manipulation - Ryan Holiday has come out with a great book that really talks to how the media environment works at the moment.
- McCarren Park Pool Fight Club - An example of passing information up the chain
- Online Advertising State of Play by John Drake
The Importance of Making:
- Why should strategist make stuff
- 4 Digital Creatives doing awesome things
2. Getting a career in Digital Strategy
- How to get into Strategy
3. Other Useful Links
- How to Plan for Apps
- Connected Personal Objects
- List of tools for a Planner (a lot of Non Digital Tools)
- JWT Account Planning Guide from 1974, still a great read
- Twitter hacking journalists accounts
- Lean Start Up Personas

Emily Bergeron

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