Digital Ecosystem

[planning template]

Business Goals What are you looking to achieve?

1. 2.3.

KPIs

1. 2.3.

How will success be measured?

Let the user define your ecosystem

Who is our audience?

What does their typical journey look like?

What attitude or behavior do we need to change?

What are their online behaviors?

What/who influences purchase decisions?

What content engages them?

Paid Owned Earned Shared

Current asset/content inventory Value factors: trust, scale, value, time to market

New assets/content needed Paid Owned Earned Shared

Value factors: trust, scale, value, time to market

New assets/content needed Paid Owned Earned Shared

Value factors: trust, scale, value, time to market

Identify your drivers

Digital drivers provide reach. These media might be paid (video, display, search) earned (user reviews, online conversation) or shared (where brands invite public participation in content creation).

Determine where the drivers drive

Hubs deliver the goods. It might be transactional, informational, educational or entertaining. Hubs are typically owned (controlled entirely by the brand, like an ecommerce site) or shared.

Specify desired outcomes

Outcomes are the actions you want consumers to take. Outcomes provide the data you’ll need to understand what’s working and what isn’t

Connect the pathways