I was asked to identify the typical questions an interactive strategist seeks to address when grappling with how to solve a particular client's business problem. These were the ones that came immediately to mind:
(1) What is the consumer journey through the idea and how does that experience evolve over time?
(2) Vis-a-vis social media, how is my brand ALREADY ENGAGED in this space (twitter feeds,
websites, CRM efforts, social media outreach)? What permissions do we have, and how can we leverage existing social capital?
(3) What are the CURRENT conversations around my brand/objectives (e.g., on user-powered customer service sites, via google/baidu results, on social nets, etc.) my campaign will be wading into? Are their clear issues that need to be tackled/addressed, or opportunities to meaningfully participate?
(4) What are the conversations I want to have (or hope to inspire) and where will they be most effective?
(5) Traditional planning sets a goal of defining a brand's 'voice', but generally it's applied
to mass communications. Interactive planning asks "what is the
brand's voice when it speaks one-on-one?"
(6) How do we dynamically engage in conversations with consumers (e.g., will the brand
reply directly to queries and posts? Will an agency partner? What is
the approval time for replies? etc.),
(7) What is the technographic profile of my target (what devices do they use, how do they use them, how do those devices/experiences mesh/complement with real world activity, etc.)?
(8) What does success look like (e.g., traffic, leads, buzz, conversation density, buzz, etc.) and how will it be measured? Has the client bought the RIGHT success metrics?
(9) What is the "value" the brand provides the end user in return for
their attention/engagement (e.g., social/economic/entertainment)?
(10) How are we facilitating peoples' ability to SHARE their brand experiences with friends?
(11) How am I "findable" (e.g., what links to me? How are we playing SEO to optimize visibility? What will people looking for us type into Google? etc.),
(12) How is the idea participatory?
— not an exhaustive list, but does this adequately cover the big points? Please let me know your thoughts…