Digital strategy

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    30-Oct-2014
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It's about digital strategy.

Transcript of Digital strategy

  • 1. Thinking of communication designStrategy, its a core requirement for digital integrationwww.mrcoincidence.com

2. Introduction 3. Have you ever thought Strategy for digital integration?Why is Strategy being left out? www.mrcoincidence.com 4. Have you ever thought Strategy for digital integration?Why is Strategy being left out?Maybe youve forgotten the difference between strategy and tactics www.mrcoincidence.com 5. Have you ever thought Strategy for digital integration?Why is Strategy being left out? Strategy vsTacticsMaybe youve forgotten the difference between strategy and tactics www.mrcoincidence.com 6. Strategy is when you have a plan to accomplish something. From beginning to end if you are prepared and focus on your plan thats having a strategy strategy/stratj1. A plan of action or policy designed to achieve a major or overall aim.2. The art of planning and directing overall military operations and movements. www.mrcoincidence.com 7. Tactics are the specific actions, sequences of actions, and schedules you use to fulfill your strategy. If you have more than one strategy you will have different tactics for each.tactics /taktiks/1. An action or strategy carefully planned to achieve a specific end.2. How you will achieve your strategy and when. www.mrcoincidence.com 8. StrategyTactics are part of strategyTacticswww.mrcoincidence.com 9. Its like going on a road-trip,when you dont know where youre going or why? www.mrcoincidence.com 10. Strategic Gap Its like going on a road-trip,when you dont know where youre going or why? www.mrcoincidence.com 11. Brand MissionWhy do some brandsto start here?Content announcement : Newsletter, Blog etcContent idea : 3D, Motion graphic, Art work etcContent tools : Social plugin, YouTube etcContent metrics, measures : Tracking, Analysis etcwww.mrcoincidence.com 12. Brand MissionIts Strategic GapContent announcement : Newsletter, Blog etcContent idea : 3D, Motion graphic, Art work etcContent tools : Social plugin, YouTube etcContent metrics, measures : Tracking, Analysis etcwww.mrcoincidence.com 13. Brand MissionFuture vision : Reason for being etcContent priority : Value, impact, budget etcContent strategy : Specific goals, objectives etcIdentified users : Audiences, user insight etcContent announcement : Newsletter, Blog etcContent idea : 3D, Motion graphic, Art work etcContent tools : Social plugin, YouTube etcContent metrics, measures : Tracking, Analysis etcwww.mrcoincidence.com 14. Strategy Brand Mission Future vision : Reason for being etc Content priority : Value, impact, budget etc Content strategy : Specific goals, objectives etc Identified users : Audiences, user insight etc Content announcement : Newsletter, Blog etcTactics Content idea : 3D, Motion graphic, Art work etc Content tools : Social plugin, YouTube etc Content metrics, measures : Tracking, Analysis etc www.mrcoincidence.com 15. Whats strategy? 16. Analysis / ResearchPlanning Technology People + SocietyContentLogisticsMarket competitionProduct / Service / ContentFinancial ScheduleStrategy Role People AnalysisSeeding InteractionGovernance Resource Post managementwww.mrcoincidence.com 17. Briefing Production FutureClarify the situationSet up tactics and directionsOptimize contents AnalysisPostPlanning Role Research management www.mrcoincidence.com 18. Technology People + Society What devices / OS / Browser /platform do our Who is our main target? users use? What are their motivation? What devices / OS / Browser /platform do we need to target/use? What technology (html5, Flash, jQuery mobile etc) should we use? Analysis/ Research Do we have digital assets? Whats product / service / content strategy? What are others doing in the digital space? What content currently exists? Do we need to optimize existing product / service / content? What content is missing? What content should be thrown out?Market competition Product / Service / Content www.mrcoincidence.com 19. ContentLogistics What messages should be communicated? How will we manage production data delivery? What content features will support those How will we manage content delivery? messages? How do we migrate existing content? How often do we update the content? What overall content concept?Planning How much budget? How will we plan to source or develop? How much can we spend for updated content?FinancialSchedulewww.mrcoincidence.com 20. Role Who is going to write or produce all this content? Who is responsible for reviewing, editing, and approving? Should ownership be centralized or decentralized? Resource Do we have the resources to maintain / update the content? Will new content be created or sourced from out resources? What legal or regulatory approvals do we need?Planningwww.mrcoincidence.com 21. AnalysisSeeding What happens to our content once it goes up on How will we announce new content/platform? online? How will we get more traffic? How will we know if the content is doing its job? What metrics can we use to track content performance?Post management How will we engage/involve our customer? What quality control measures do we need? How will we optimize/use customer What guidelines do we need to provide content communication? creators?InteractionGovernancewww.mrcoincidence.com 22. Case studies 23. So if you dont have strategy www.mrcoincidence.com 24. Case 1 www.mrcoincidence.com 25. Case 1If you dont have plan / resource www.mrcoincidence.com 26. ProblemTGI Fridays launched a huge Facebook offer using a fictitious fan named Woody. If selfproclaimed number one fan Woody could get 500,000 Facebook fans by 30th September2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or JackDaniels Chicken Sandwich. TGI Fridays was not prepared for the campaign response andafter a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000friends, even before TV and digital banners were launched Sept. 7.By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark. www.mrcoincidence.com 27. ProblemTGI Fridays launched a huge Facebook offer using a fictitious fan named Woody. If selfproclaimed number one fan Woody could get 500,000 Facebook fans by 30th September2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or JackDaniels Chicken Sandwich. TGI Fridays was not prepared for the campaign response and Wow great!after a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000friends, even before TV and digital banners were launched Sept. 7.By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark. www.mrcoincidence.com 28. No! Its not great.www.mrcoincidence.com 29. FalloutTGI Fridays was unprepared for the extreme response. They couldnt keep up with thecoupon demand created by the overwhelming acquisition of new fans and, in turn,disappointed their captive audience...What sounded like a great idea in theory turned into a forum for angry fans to vent theirfrustrations with no moderation. www.mrcoincidence.com 30. Case 2 www.mrcoincidence.com 31. Case 2If you dont have post management www.mrcoincidence.com 32. ProblemMars, the maker of Skittles candy, scrapped its home page on the Web and put in its placea collage of content from social networking sites. The hodgepodge included a live Twitterfeed, chatter and video from Flickr and YouTube. All the social media feeds were fairlyharmless--except the tweets from Twitter. Any tweets hashtagged with #skittles wereimmediately populated onto their site- leaving the page vulnerable for attack from users.By day two, some of the comments were scalding. Among the most alarming: "F!*KSkittles." It certainly wasnt the reaction Mars expected.www.mrcoincidence.com 33. ResponseSkittles had a great idea and was on the right track with letting its users interact andpopulate the space, however, there was an absolute lack of boundaries. Although thecompany put an age restriction on their site (13 years old+), Skittles kept the Twitter feedup for a while before they completely revamped their strategy and their site, moving theirsocial elements to the corner of the page.www.mrcoincidence.com 34. FalloutFor days, users would be greeted with offensive and vulgar Tweets on the Skittles website.The complete lack of moderation resulted with the brand getting abused and bashedopenly on their own website, with words such as anal cunt etc. getting fed directly ontotheir corporate sponsored site. Considering that children are also part of the Skittlesdemographic, the strategy was also polarizing and outraged many parents who protested,not allowing their children to visit the site.www.mrcoincidence.com 35. Conclusion 36. So why do we need strategy? How will it work? www.mrcoincidence.com 37. Why do we need strategy?All companies, no matter what the size, must start to think morelike publishers than ever before. Its not only media and consumerbehavior, but its the business model that has changed drasticallyover the past few years and continues to change.Innovation doesnt happen when society adopts new tools, ithappened when society adopts new behaviors.Having strategy creates these behaviors.www.mrcoincidence.com 38. How will it work?Having strategy also does1. Optimize existing resources2. Optimize business model3. Create user value (unique selling proposition)4. Set up tactics in a logical way5. Handle and care about time and its influence www.mrcoincidence.com 39. If you know where and why youre going all you need is a tactic on how to get there.www.mrcoincidence.com 40. Putting it all together StrategyMissionStrategy Tactics ActivationBrand Social Goals Objectives Tools PlatformsContentExperienceMeasure. Report. Adapt www.mrcoincidence.com 41. In summary1. Be strategic, not just experimental2. Listen to what users want3. Have a goal, set some benchmarks4. Use good content to drive more traffic & conversation5. Develop the opportunity to participate6. Define