Digital Strategy
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Digital Strategy

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Digital Strategy Digital Strategy Presentation Transcript

  • Gareth Kay: Associate Partner, Director of Brand Strategy
  • I H AT E D I G I TA L S T R AT E G Y
  • S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
  • P O S T- D I G I TA L?
  • 1992
  • A G O O D S T R AT E G Y1. Will the message trigger the desired response?2. Is it simple? (“-er” good, “-est” best)3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
  • N E W T E C H N O LO G Y
  • “This stuff is as mainstream as it can be.Google, the iPhone - these move theculture more than The Beatles did in the’60’s. It’s shaping the human race.” - Andy Hertzfeld
  • N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
  • “Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.” - Russell Davies
  • $77 million $220 million $310 million
  • “We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
  • Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  • W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
  • 1 . B E I N T E R E S T E D I N W H ATPEOPLE AR E I NTE R ESTE D I N
  • H A V E A C U LT U R A L M I S S I O N ,N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
  • BUILD A BRIDGE
  • 2. B E I N T E R E ST I N G N OT J U ST R I G H T
  • Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
  • “If I were President of the United States, I would ratherA: be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine
  • I NTE R ESTI NG & RIGHT
  • I F YO U A R E I N T E R E ST I N G ,I NTE R ESTI NG TH I NGS HAPPE N
  • L E AV E G A P S
  • 3. D O S T U F F, D O N ’ T J U S T S AY S T U F F
  • W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
  • S TO P C O M M U N I C AT I N G P R O D U C T S A N DS TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
  • D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T M A K E C O M M U N I C AT I O N P R O D U C T S
  • 4. E X P E R I M E N T W I T H S TO R Y T E L L I N G
  • T E L L S TO R I E S A C R O S S S C R E E N S
  • 5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L
  • R E DUCE FR ICTION
  • 6. WOR K SMARTE R
  • HIRE D I F F E R E N T LY
  • 7. B R EAK TH E TYRAN NY OF PE R FECTION
  • “The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.” - Lorne Michaels
  • E X P E R I M E N TS N OT R E S E A R C H
  • M I N I M U M VIAB LE PRODUCT
  • C O M M U N I C AT I O N R & D
  • I N S U M M A RY
  • Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  • “Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them.” —Tom Kelley, General Manager, IDEO