What's more fun than answers? QUESTIONS!

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...

Comments

[marcus]

I'm grappling with your (5) and (6) in terms of "the practicality of social media in the event consumers really catch on?"

Taking Kodak as a great Twitter SM Brand, lots of one-on-one engagement, but, with, what? A few dozen Consumers per day? A hundred? Let's even say a thousand (not likely).

How does "one on one" get handled on a truly large (common) adopter scale? Twitter-Centers in India? With two hundred standard replies, resulting in no meaningful "one on one?"

It seems to be this great unquestioned/unanswered fly-in-ointment...the cost of one-on-one? The actual capabilities to sustain and grow Social Media marketing and engagement to a truly "common consumer" scale, not the techoise early-adopters.

Solutions anyone?

[labfly]

and, of course, where's the fun? ;)

[sam]

A great list. One small addition to number 8 could be how much do I need to educate my client, and my client's client, on the digital space and its metrics. That is kind of assumed in the part "are the metrics right", but even broader, there always seems to be some moment when you have to step back and say this is what we could do, and often that is beyond what they currently imagine.