Modern Digital Communication 3.0 by TALVI Digital Helsinki
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Transcript of Modern Digital Communication 3.0 by TALVI Digital Helsinki
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Digital Communication Strategy and implementationBI 3.0 point of view
Talvi Digital OyPursimiehenkatu 29-31 B00150 HELSINKIpuh. 010 820 [email protected]
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Pekka [email protected]
puh. 040 820 6770
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Digital Communication 3.0 (by Philip Kotler)
Digital Communication 3.0
● Communication Management
● Communication Target Groups
● Communication Process
● Mission, Vision, Values
● Form of Communication
● Who says What to Whom?
● Technology
● Development of Communication
"The Internet is really about
highly specialized information and
highly specialized targeting."
Eric SchmidtGoogle, Executive Chairman
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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Communications Management
Executive team● Target groups
● Communication Strategies
● Development
● Planning
● Monitoring
● Revisioning
Implementation for● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
● Shareholders
● Employees
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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Targeting - 7 main target groups
Internal targets● Employees
● Shareholders
External targets● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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Digital Communication ProcessMessage* usp - unique proposition* text* storytelling* audio * visualization
Target group* mass* concentrated (microcommunication)* point to point
Interaction* no interaction (broadcasting)* interaction
Medium* Television* WWW* Mobile* e-mail* Applications* Radio
Media* Different medias for different mediums
Data management* Data mining* Analysis* Personal reports
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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Message
USPText
Visualization
Storytelling
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Audio
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Storytelling
Logo (one icon, one word)
One liner The Agency for Living Pictures
LUOTTAMUKSELLINENwww.talvi.com
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LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
One minute
Seven minutes
Twentyone minutes
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Form of interactivity
Corporate Portal● WWW -services
● Mobile -services
● E-mail -services
● Video -services
● Applications
● SEO (search engine optimization)
Internet Marketing● SEM (search engine marketing)
● SOME (social medias)
● Banners
● Landing pages
● Landing applications
● Video -marketing
● Affiliate marketing
● Games media
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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Mass Communication
Television
Radio Print
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Atten
tion / A
dvertising
Atten
tion / M
icro Advertisin
g
Micro Communication Gateways
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
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LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
Interest
Mobile www
www & SoMe
Mobile apps
presentationspdf- leaflets
Micro Communication
e-mail communication
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Mobiili www
Customer Care Center
Desire
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
Customer
Videos
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Videos for Mass and Micro communication
When words simply won’t do. When you want to tell a complex story. And remember, it should be as long as it needs to be.
1) TVC for mass media2) Commercials for WWW and SoMe3) Corporate -videos for WWW-sites4) Infomercials for microcommunication5) Product -videos for microcommunication6) Service -videos for microcommunication7) Testimonials for microcommunication
check:http://vimeo.com/talvi
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
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LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
Micro Communication
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Customer Care Center
Valuation
/ Action
CRM (customer relations management)
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
Customer
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Salesman
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e-mailsUser data
CRM
Sales leadDigital order
Service / Order / Sales Lead
Customer Customer
"Thanks!" "How can I help?"
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AnalysisReports
LUOTTAMUKSELLINENwww.talvi.com
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LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
CRM
An
alysis and R
eportsInternal Service
Development"How can we do thisprocess better?"
"Should we communicate more with videos?"
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All in the Cloud
LUOTTAMUKSELLINENwww.talvi.com
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The Agency for Moving PicturesWe create, manage and distribute
moving pictures for various mediums and purposes for interactive communication
and love nothing more than a good challenge.
Talvi Digitaltel. +358 10 820 1400
[email protected]://www.facebook.com/TalviDigital
Copyright Talvi Digital Oy 2012
Copyright Talvi Digital Oy 2012