10. LET’S SEE WHAT YOU THINK!
LIVE POLLING
• We’re going to use your cell phones - just like on The Voice
• So please take them out - leave them on silent
• Simply send a message to the five digit number 22333.
• In the body of the message, you’ll text in your answer
NOTE:
• “Standard text messaging rates apply: may be free $20cents.
• In terms of privacy: we cannot see your phone numbers, and you’ll NOT receive follow-up text
messages outside this presentation.
• Capitalization doesn’t matter, but spelling and spaces do
16. GOAL 1: UNIFY PLANNING – MARKETING STRATEGY, MEDIA
AND CREATIVE
• Make sure involve all functions / areas
• Align organization or cross-functional teams and assign
the right team leader
• Think through media and content investment holistically
• Ensure a focus on WOM / Earned Media as the ultimate
goal, no matter what the platform
18. GOAL 2: SUPPORT INFORMATION FLOW ACROSS PLATFORMS
• Take stock of all the SYSTEMS you have, their purpose, who
uses them
• Take stock of all standing MEETINGS and review purpose,
structure
• Develop active document sharing (not just common
folders) and project COMMUNITIES
20. GOAL 3: BRAINSTORM CREATIVE DEVELOPMENT ACROSS
PLATFORMS
• Be clear about WHAT you are marketing – what is the story about? There are
ways of going much deeper into TRULY understanding
– What KIND of story is it?
– What is the MOTIVATION behind each character?
– What is the true EMOTIONAL PITCHFORK and who will it appeal to /why?
– What are the EMOTIONAL BOUNDARIES – precisely define what is in and out of bounds so creatives
(especially in Digital & Social) can react quickly to opportunities without confusing the audience
about what the Story is really about”
• Create an opportunity for the creatives from each platform to brainstorm
TOGETHER
• Be mindful of TIMING
22. GOAL 4: LEVERAGE THE TRUE INTERACTIVE NATURE OF
DIGITAL PLATFORMS
• Let the platform drive the creative, as well as branding strategy or corporate
imperatives
• Create branding guidelines and set clear “emotional boundaries”
• Empower people on the front lines to react, create and publish without
excessive approvals, as long as they stay “on brand”
23.
24. GOAL 5: “FEED THE DIGITAL BEAST”
• Think about ways to create “derivative content” that is in line with the brand
principles, positioning and overall creative strategy
• Give your fans a view “behind the scenes” of the Brand / Product
• Your carefully crafted :30 ad is so :30 seconds ago! What’s going on RIGHT NOW
that is relevant to the brand?
26. GOAL 6: BUILD THE RIGHT SKILLS
• Make sure you have people who live and breathe digital
• Give them a chance to mix with traditional offline strategists
• Ensure a foundation of analytical prowess as well as creative ability
• 3 must haves in the mix: mobile, mobile, mobile
28. GOAL 7: STAY CONNECTED & MANAGE ACROSS SILOS
• Manage the whole at the high level “calendar” level
• Let DETAILED project management happen closer to the doers
• Automate workflow planning and project tasking – make the jump from private
excel documents to collaborative “LIVE” systems
29. TO SUMMARIZE, REMEMBER TO THINK ACROSS
ORGANIZATIONAL, PROCESS AND SYSTEMS DIMENSIONS
ORG.
PROCESS
SYSTEMS
GOAL
1. Unify Strategic Planning – Strategy, Media, Creative Workflow
2. Support Information flows across areas
3. Create across platforms – Analyze the Story (see techniques)
4. Leverage interactivity
5. Feed the “digital beast”
6. Build the right skills
7. Stay connected and manage execution across silos
