Creating a Successful Digital Presence

Cover
Half Title
Title Page
Copyright Page
Contents
List of figures
Preface
	Why we created this book
	The objectives of this book
	Structure
Acknowledgements
Part I Concepts
	1 What is a digital presence?
		1.1 What does digital mean?
		1.2 Your value proposition
		1.3 The key elements of a digital presence
		TL;DR (too long; didn’t read)
		Callout 1.1: Case Study – Greta Thunberg
		Callout 1.2: Your action – defining your goal
		Callout 1.3: “In Debora’s Kitchen” – motivation and rationale
	2 You need a digital presence
		2.1 Digital empowers the consumer and audience
		2.2 The multiplier effect of digital
		Callout 2.1: Case Study – Kelvin Doe (aka DJ Focus)
		2.3 Six objectives that a digital presence can fulfill
		TL;DR
		Callout 2.2: Your action – defining your value proposition
		Callout 2.3: “In Debora’s Kitchen” – building a value proposition
	3 You need a strategic digital presence
		3.1 What is strategy?
		3.2 Highlighting differentiation within your digital presence
		TL;DR
		Callout 3.1: Your action – reviewing your existing presence
		Callout 3.2: Case Study – Fabio Wibmer
		Callout 3.3: “In Debora’s Kitchen” – existing presence and identification
	4 Personas – understanding your audience
		4.1 What is a persona?
		4.2 How to define a persona
		4.3 Framing your digital presence for personas
		TL;DR
		Callout 4.1: Your action – defining your personas
		Callout 4.2: Case Study – Imane Anys (aka Pokimane)
		Callout 4.3: “In Debora’s Kitchen” – defining personas
	5 Ethical and legal issues
		5.1 Being ethical
		5.2 Who owns your data?
		5.3 Privacy, consent and trust
		5.4 Using the General Data Protection Regulation (GDPR) in a positive way
		TL;DR
		Callout 5.1: Your action – being ethical
		Callout 5.2: Case Study – James Hobson (aka The Hacksmith)
		Callout 5.3: “In Debora’s Kitchen” – being ethical
Part II Planning
	6 What is a Theory of Change?
		6.1 A Theory of Change
		6.2 Applying a Theory of Change
		6.3 Defining your Theory of Change
		TL;DR
		Callout 6.1: Your action – developing your Theory of Change
		Callout 6.2: Case Study – Mohd Shahril Fawzy (aka Pojie)
		Callout 6.3: “In Debora’s Kitchen” – a personal Theory of Change
	7 Tactics for building your presence
		7.1 Key actions for building your channel
		7.2 Key actions for building your visibility
		7.3 Key actions for building your reputation
		TL;DR
		Callout 7.1: Your action – your immediate tactics
		Callout 7.2: Case Study – Naina Redhu
		Callout 7.3: “In Debora’s Kitchen” – channels, visibility and reputation
	8 Content is king
		8.1 Content is king
		8.2 Developing relevant content
		8.3 Measuring content
		TL;DR
		Callout 8.1: Case Study – Melyssa Griffin
		Callout 8.2: Your action – planning your initial content
		Callout 8.3: “In Debora’s Kitchen” – content plan
Part III Delivery
	9 Build the parts – the components of your digital presence
		9.1 Making choices
		9.2 Web hosting
		9.3 Choosing and using a content management system
		9.4 Setting up your social media channels
		TL;DR
		Callout 9.1: Case Study – Mehdi Sadaghdar (aka Electroboom)
		Callout 9.2: Your action – assembling your digital presence
	10 Look and feel – make your presence reflect you
		10.1 The importance of the visual
		10.2 Being consistent
		10.3 Communicating visually
		TL;DR
		Callout 10.1: Case Study – Stacey-lee May (aka Queen of Smoke)
		Callout 10.2: Your action – defining your own look and feel
	11 Curation – sharing with your audience
		11.1 Collecting content
		11.2 Curation as part of your presence
		TL;DR
		Callout 11.1: Case Study – Hikaru Nakamura
		Callout 11.2: Your action – developing a collection
	12 Connect – find friends and create advocates through social media
		12.1 Social media visibility and reputation
		12.2 Using social media with impact
		12.3 The role of community
		TL;DR
		Callout 12.1: Case Study – Oscar Ukonu
		Callout 12.2: Your action – community building and engaging
	13 Search – build visibility and draw an audience to you
		13.1 Optimising your visibility
		13.2 Using paid media
		13.3 Attracting a wider audience
		TL;DR
		Callout 13.1: Case Study – Roi Fabioto (aka Roi Wassabi, aka Guava Juice)
		Callout 13.2: Your action – being search friendly
	14 Measure: from SMART to SMARTER
		14.1 Analytics and metrics
		14.2 Using Google Analytics
		14.3 Smarter predictive analytics
		TL;DR
		Callout 14.1: Case Study – Harumichi Shibasaki
		Callout 14.2: Your action – getting analytics
Part IV Maintenance
	15 Maintaining your digital presence
		15.1 Maintaining your presence
		15.2 Keeping up with change
		15.3 The role and value of reflection
		TL;DR
		Callout 15.1: Case Study – Meagan Kerr
		Callout 15.2: Your action – reflecting
	16 Securing your digital presence
		16.1 The importance of security
		16.2 Social hacking (and other types of risk)
		TL;DR
		Callout 16.1: Case Study – Celeste Barber
		Callout 16.2: Your action – being secure
Part V Extending
	17 Extend your value proposition
		17.1 The value of iteration
		17.2 Monetising your presence
		17.3 Extending your presence
		TL;DR
		Callout 17.1: Case Study – Jeffrey Lynn Steininger Jr. (aka Jeffree Star)
	18 Digital by default – future tools and opportunities
		18.1 Creativity
		18.2 Technical skills
		18.3 The future
		TL;DR
		Callout 18.1: Felix Arvid Ulf Kjellberg (aka PewDiePie)
Index