Driving Actions and Reactions - Edinburgh 20/05/14
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Transcript of Driving Actions and Reactions - Edinburgh 20/05/14
DRIVING ACTIONS AND REACTIONS
Lindsay HerbertRobert van Tol
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A BIT ABOUT PRECEDENT
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LONDON
EDINBURGH
CARDIFF
PERTH
MELBOURNE
HONG KONG
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WHO WE WORK WITH
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OUR REPORTS
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THE REPORT
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• Strategy vs. reaction• How to use tactics effectively• What does it all mean?
BY THE END OF THE DAY
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Precedent’s storyPRECEDENT’S
STORY
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Our strategy
• photo of a kangaroo with a laptop
OUR STRATEGY
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OUR REACTION
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STRATEGY VS REACTION
Responding to what you can’t control
Setting a course based on objectives
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1) Communicate
2) Customise
3) Create
WAYS TO REACT: The 3 c’s
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WAYS TO REACT: THE TACTICS
Communicate Customise Create
Digital assets
Personalisedexperiences
Device context
Online services
Community engagement
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TIMEFRAMES
Immediate Soon This year
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COMMUNICATE, CUSTOMISE, CREATE
DRIVING ACTIONS AND REACTIONS
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NEED TO ACT IMMEDIATELY?
COMMUNICATEUse your digital assets and your community
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“We wish Cancer Research every success in their campaign and their goals. Polar bear selfies are harder to come by, though as far as we are aware none wear makeup”
IN SUMMARYUse your digital assets and your community
1. Don’t just follow the crowd (Super Bowl)
2. Tailor content to be topical (Flickr and Polar Vortex)
3. Do better than the average Joe (TFL)
4. If you’re going to weigh in, take a stance (Ok Cupid)
5. Claim ground when you’re relevant (Cancer Selfies)
6. Create responses quickly (BodyForm and Dissolve)
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Fire shaft craze worries fire service
BoE spooks mortgage market
Government pledges new Arts money
Edinburgh Festival organisers and
Lothian and Borders Fire Service
chiefs are in discussions about the
new wave of unregistered fire acts.
Governor of the Bank of England issues warning
over financial instability of the housing sector
could cause major problems for the UK
economy.
New technology investment in Edinburgh’s national
art galleries should open up the arts to new
Scottish audiences.
15 May 2014
What would you do
to make people more
safety conscious and
get the Fire Service
brand seen
NEED TO ACT SOON?
CUSTOMISEFor the user and the device context
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• Tesco bank – trend of people doing more on mobile
Customise for the user and the device context
IN SUMMARY
1. Learn to read the data (Target)
2. Adapt to feedback (TFL and Royal Yacht)
3. Change the mobile homepage in a pinch (DEC)
4. Tailor functions to real life needs (Perth and Starbucks)
5. Tackle misunderstandings head-on (Anthony Nolan)
6. Buck trends to uncover new markets (Tesco)
@lindzeiy @precedentcomms #precsem
Fire shaft craze worries fire service
BoE spooks mortgage market
Government pledges new Arts money
Edinburgh Festival organisers and
Lothian and Borders Fire Service
chiefs are in discussions about the
new wave of unregistered fire acts.
Governor of the Bank of England issues warning
over financial instability of the housing sector
could cause major problems for the UK
economy.
New technology investment in Edinburgh’s national
art galleries should open up the arts to new
Scottish audiences.
15 May 2014
What can lenders do
customise their
website & mobile
offering to ease the
fears of would-be
buyers
NEED TO ACT WITHIN THE YEAR?
CREATEBuild entirely new online services and offerings
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Universities rolling with the times
Build entirely new online services and offerings
IN SUMMARY
1. Don’t assume you’ll always be on top (iTunes)
2. Blend automation with engagement (McDonald's)
3. Eliminate barriers with real life (Cardiff University)
4. Adapt to changes in the sector (BMA)
5. Anticipate new tech (Moto and Hendersons)
6. Use tech to solve logistics problems (Beacons and St. Andrew’s Links)
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Fire shaft craze worries fire service
BoE spooks mortgage market
Government pledges new Arts money
Edinburgh Festival organisers and
Lothian and Borders Fire Service
chiefs are in discussions about the
new wave of unregistered fire acts.
Governor of the Bank of England issues warning
over financial instability of the housing sector
could cause major problems for the UK
economy.
New technology investment in Edinburgh’s national
art galleries should open up the arts to new
Scottish audiences.
15 May 2014
It’s been decided to
install Beacons and
develop a companion
app – what would
this do
BUT WHAT DOESIT ALL MEAN?
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• Strategy vs. reaction• How to use tactics effectively• What does it all mean?
BY THE END OF THE DAY
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STRATEGY REACTION
Responding to what you can’t control
Setting a course based on objectives
VS
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WAYS TO REACT: THE TACTICS
Communicate Customise Create
Digital assets
Personalisedexperiences
Device context
Online services
Community engagement
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TACTICS FROM YOUR STRATEGY
Content strategy
Mobile strategy
Customer experience strategy
Personalisationstrategy
Social media strategy
Digital assets
Device context
Online services
Personalisedexperiences
Community engagement
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REMEMBER THE KANGAROO?
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REMEMBER THE KANGAROO?
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LINK IN WITH US:
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