Stone Ward Digital Swagger Presentation

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In May 2013, Stone Ward held an invitation-only Digital Summit event to share digital trends, content strategy tips and information and idea starters for digital storytelling and for what technology can really do. This is the presentation from that Stone Ward Digital Swagger Summit.

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Stone Ward Digital Swagger Presentation

  1. 1. digitalswaggerCommunicate with confidence.
  2. 2. WELCOME
  3. 3. AN APPROACH TODIGITAL PLANNING
  4. 4. digitalswagger• Emily Reeves, Director of Digital InnovationYOUR DIGITAL STRATEGIST
  5. 5. digitalswaggerPRINCIPLES OF DIGITAL PLANNING
  6. 6. digitalswaggerPRINCIPLES OF DIGITAL PLANNING
  7. 7. • Listening and monitoring.• Responding rapidly.• Building a customized community.• Providing education and information.• Delivering customer service.• Measuring and optimizing.THE MANDATORIESdigitalswagger
  8. 8. • Leverage existing, consumer-facing channels.• Use custom-branded sites.• Issue challenges and competitions.• Create a movement and a community.• Use the power of mobile.• Test and learn.BEST PRACTICESdigitalswagger
  9. 9. HOW ARE YOU MEASURING?digitalswaggerReach Engagement ConversionsVisitsContent reachImpressionsPage viewsVisit durationNew “likes”Post activityClick-throughsContest entriesNewsletter sign-upsCoupon downloadsVideo viewsAny activity that drivesmovement to sale
  10. 10. CONTENTSTRATEGY
  11. 11. digitalswagger• Emily Reeves, Director of Digital Innovation• Debra Reid, Director of Media Services• Heide Harrell, APR, Senior PR AE• Katy Bartlett, Writer/Producer &Post Production Manager• Jillian Oyler, Community ManagerYOUR CONTENT CREATORS
  12. 12. • Twitter: @stoneward• Hashtag: #swdigital• Text: 501.837.1546 (Emily)SEND US YOUR QUESTIONSdigitalswagger
  13. 13. Q&A
  14. 14. 15-minute Swagger Break
  15. 15. DIGITALSTORYTELLING
  16. 16. digitalswagger• Kyle Floyd, Director of Design/ACD• Danny Koteras, ACDYOUR CREATIVE LEADERS
  17. 17. Everyone loves a good story.
  18. 18. GET YOUR CONTENT READY TO GOANYWHEREBECAUSE IT’S GOING TO GOEVERYWHERE
  19. 19. RELAX, JUST BE YOURSELF
  20. 20. What makesa good story...
  21. 21. ...a gooddigital story?
  22. 22. IMMERSIVEINTERACTIVEINTEGRATEDIMPACTFUL
  23. 23. IMMERSIVEINTERACTIVEINTEGRATEDIMPACTFUL
  24. 24. Click here for more >
  25. 25. IMMERSIVEINTERACTIVEINTEGRATEDIMPACTFUL
  26. 26. = brand ambassador for life!
  27. 27. IMMERSIVEINTERACTIVEINTEGRATEDIMPACTFUL
  28. 28. IMMERSIVEINTERACTIVEINTEGRATEDIMPACTFUL
  29. 29. not impactful impactful
  30. 30. TELL YOUR STORY WITH:Photos Videos WordsInfographicsConsumerContentBrandedContent
  31. 31. PhotosVideosWordsInfographicsConsumerContentBrandedContent10% of allphotos taken byhumankind weretaken in the last12 months.70%of allactivity insidesocial mediainvolves a photo
  32. 32. PhotosVideosWordsInfographicsConsumerContentBrandedContentPhotos are not just decoration!Use them:• as navigation instead of buttons• to humanize your brand• to “show” instead of “tell”
  33. 33. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  34. 34. Websites that contain video holda viewer’s attention more than2 minutes longer than sites without.Video in search results have a41% higher click-throughrate than plain text results.PhotosVideosWordsInfographicsConsumerContentBrandedContent
  35. 35. PhotosVideosWordsInfographicsConsumerContentBrandedContentPeople read 25% slower on a computerscreen than on paper.
  36. 36. PhotosVideosWordsInfographicsConsumerContentBrandedContentBest practices:• Break text into chunks
  37. 37. PhotosVideosWordsInfographicsConsumerContentBrandedContentBest practices:• Break text into chunks• Know your device
  38. 38. PhotosVideosWordsInfographicsConsumerContentBrandedContentBest practices:• Break text into chunks• Know your device• Bullets are better than paragraphsSee?
  39. 39. Best practices:• Break text into chunks• Know your device• Bullets are better than paragraphs• Use the words your target usesPhotosVideosWordsInfographicsConsumerContentBrandedContent
  40. 40. “Although I expect policy to follow the usualgradualist pattern, the pace of tightening willof necessity respond to evolving economicconditions, particularly the strength of theongoing recovery in the labor market anddevelopments on the inflation front.”PhotosVideosWordsInfographicsConsumerContentBrandedContent
  41. 41. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  42. 42. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  43. 43. PhotosVideosWordsInfographicsConsumerContentBrandedContentSperm WhalesThe Voyage of the PequodThe Ship The Crew The Route The Whale
  44. 44. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  45. 45. PhotosVideosWordsInfographicsConsumerContentBrandedContentIshmael @ishmaelAhab just grabbed the last harpoon.I’m REALLY having second thoughtsabout taking this job.
  46. 46. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  47. 47. PhotosVideosWordsInfographicsConsumerContentBrandedContent
  48. 48. PhotosVideosWordsInfographicsConsumerContentBrandedContentSponsored by The Voyage of the PequodHoly....Mackerel? BiggestMammals on Earth
  49. 49. Finis.
  50. 50. DREAM IT AND WE CANBUILD IT
  51. 51. digitalswagger• Paul Suda, Director of Technology• Emily Reeves, Director of Digital InnovationYOUR DIGITAL LEADERS
  52. 52. • More than websites and social.• API mash-ups.• Content development.• Two-way engagements and community.• Data visualization.• Mobile.• Fun applications. Useful applications.WHAT ARE DIGITAL COMMUNICATIONS?digitalswagger
  53. 53. • Interactive pieces.• Motion effects.• Sophisticated graphics.• Data visualization.DATAdigitalswagger
  54. 54. INTERACTIVE PIECESdigitalswagger
  55. 55. MOTION EFFECTS & SOPHISTICATED GRAPHICSdigitalswagger
  56. 56. • Custom layers.DATA: GOOGLE MAPSdigitalswagger
  57. 57. DATA VISUALIZATIONdigitalswagger
  58. 58. • Location finders.DATA: GOOGLE MAPSdigitalswagger
  59. 59. • Mobile apps.• Social APIs.• Creating mashups to take information from twosources and present it in a more interestingway.FINDING & USING THE DATAdigitalswagger
  60. 60. FINDING & USING THE DATAdigitalswagger
  61. 61. FINDING & USING THE DATAdigitalswagger
  62. 62. FINDING & USING THE DATAdigitalswagger
  63. 63. FINDING & USING THE DATAdigitalswagger
  64. 64. • Use HTML5, CSS and Javascript.• Looks like an app and works offline.• Can be location-aware.• Economical way to create a cross-platform app.• Limitations: accelerometer & camera access.MOBILE WEB APPSdigitalswagger
  65. 65. • Easy access via homescreen icon.• Glossy brochure-like experience.• Easy-to-navigate sign-up form.• Ability to use online and offline.MOBILE WEB APPSdigitalswagger
  66. 66. digitalswaggerMOBILE WEB APPS
  67. 67. • App automatically detects when back onlineand uploads information.• Sign-ups funneled into database.MOBILE WEB APPSdigitalswagger
  68. 68. • Anything is possible.DREAM BIGdigitalswagger
  69. 69. Q&A
  70. 70. COCKTAILTIME!
  71. 71. Get your swagger on.

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