• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Digital Strategy
 

Digital Strategy

on

  • 740 views

 

Statistics

Views

Total Views
740
Views on SlideShare
740
Embed Views
0

Actions

Likes
3
Downloads
21
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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