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Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
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Digital Strategy
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Digital Strategy

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  • 1. Gareth Kay: Associate Partner, Director of Brand Strategy
  • 2. I H AT E D I G I TA L S T R AT E G Y
  • 3. 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
  • 4. P O S T- D I G I TA L?
  • 5. 1992
  • 6. 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’)?
  • 7. N E W T E C H N O LO G Y
  • 8. “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
  • 9. 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
  • 10. “Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.” - Russell Davies
  • 11. $77 million $220 million $310 million
  • 12. “We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
  • 13. Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  • 14. 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 ?
  • 15. 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
  • 16. 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
  • 17. BUILD A BRIDGE
  • 18. 2. B E I N T E R E ST I N G N OT J U ST R I G H T
  • 19. Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
  • 20. “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
  • 21. I NTE R ESTI NG & RIGHT
  • 22. 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
  • 23. L E AV E G A P S
  • 24. 3. D O S T U F F, D O N ’ T J U S T S AY S T U F F
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. T E L L S TO R I E S A C R O S S S C R E E N S
  • 30. 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
  • 31. R E DUCE FR ICTION
  • 32. 6. WOR K SMARTE R
  • 33. HIRE D I F F E R E N T LY
  • 34. 7. B R EAK TH E TYRAN NY OF PE R FECTION
  • 35. “The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.” - Lorne Michaels
  • 36. E X P E R I M E N TS N OT R E S E A R C H
  • 37. M I N I M U M VIAB LE PRODUCT
  • 38. C O M M U N I C AT I O N R & D
  • 39. I N S U M M A RY
  • 40. Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  • 41. “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

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