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How to Develop a Digital Strategy
 

How to Develop a Digital Strategy

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I used Pokerstars Boom! as a case study for an internal education piece on Developing a Digital Strategy at Integrated Communications Agency Merciecs.

I used Pokerstars Boom! as a case study for an internal education piece on Developing a Digital Strategy at Integrated Communications Agency Merciecs.

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    How to Develop a Digital Strategy How to Develop a Digital Strategy Presentation Transcript

    • DEVELOPING A DIGITAL STRATEGY: A CASE STUDY IN SOCIAL SERVICE DESIGN a @brokenguru rumbleMonday, 18 March 13
    • SOCIAL BY DESIGN: POKERSTARS BOOM! a @brokenguru rumbleMonday, 18 March 13
    • STEP 1: IDENTIFY THE CHALLENGE a @brokenguru rumbleMonday, 18 March 13
    • POKERSTARS THE WORLD’S LARGEST ONLINE POKER CLIENT a @brokenguru rumbleMonday, 18 March 13
    • CHALLENGE: MAKE POKERSTARS A SOCIAL PLATFORM a @brokenguru rumbleMonday, 18 March 13
    • CHALLENGE: SHIFT PERCEPTION, FROM ISOLATED “GRINDER” a @brokenguru rumbleMonday, 18 March 13
    • CHALLENGE: TO CONNECTED “SUPERSTAR” ALIGNED WITH NEW “WE ARE POKER” TVC a @brokenguru rumbleMonday, 18 March 13
    • STEP 2: ALIGN WITH BUSINESS PROBLEM a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: LIVE POKER IS “INNATELY SOCIAL”Monday, 18 March 13
    • BUSINESS PROBLEM: AND PERCEIVED AS GLAMOROUS/COOL a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: THE REALITY OF ONLINE POKER HOWEVER a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: IS LONLEY NIGHTS a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: AND CAN BE THE OPPOSITE OF SOCIAL a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: BUT POKERSTARS MAIN REVENUE IS ONLINE a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: AND BIG SPENDERS PRAY ON NEW “FISH” ONLINE OR WILL PLAY ELSEWHERE... a @brokenguru rumbleMonday, 18 March 13
    • BUSINESS PROBLEM: SO POKERSTARS BUSINESS MODEL RELIES HEAVILY... ON A CONSTANT STREAM OF NEW PLAYERS a @brokenguru rumbleMonday, 18 March 13
    • STEP 3: DEFINE THE KEY BRIEF TAKEAWAY a @brokenguru rumbleMonday, 18 March 13
    • KEY BRIEF WE WANT TO BE THE NIKE+ OF ONLINE POKER a @brokenguru rumbleMonday, 18 March 13
    • STEP 4: DEFINE STRATEGIC AND CREATIVE CONSTRAINTS a @brokenguru rumbleMonday, 18 March 13
    • CREATIVE/STRATEGIC CONSTRAINTS a @brokenguru rumbleMonday, 18 March 13
    • FULL TILT’S COMMUNICATION “HERO’S” STAR POKER PLAYERSMonday, 18 March 13
    • WITH THE LINE “PLAY WITH THE PROS”Monday, 18 March 13
    • SO FULL TILT IS ASPIRATIONALMonday, 18 March 13
    • WHILE POKERSTARS’ “WE ARE POKER” STRAPLINE IS MORE INCLUSIVE AND COMMUNAL a @brokenguru rumbleMonday, 18 March 13
    • SO ANY COMMUNICATION HAS TO BE HORIZONTAL NOT VERTICAL a @brokenguru rumbleMonday, 18 March 13
    • HAS TO ORGANICALLY FIT INTO USER FOOTPRINT a @brokenguru rumbleMonday, 18 March 13
    • HAS TO BE MOBILE CENTRIC, EMPLOYING “ONE CLICK” UX RULE a @brokenguru rumbleMonday, 18 March 13
    • MUST BE “SOCIAL-BY-DESIGN” a @brokenguru rumbleMonday, 18 March 13
    • DRIVEN “BY THE PLAYER” a @brokenguru rumbleMonday, 18 March 13
    • AND “MEASURABLE-BY-NATURE” SO ROOTED IN ACTION a @brokenguru rumbleMonday, 18 March 13
    • STEP 5: SEARCH OUT STRATEGIC INSIGHT a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIC INSIGHT: THE PROCESS a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIC INSIGHT: IMMERSE LISTEN UNDERSTAND ACTION a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIC INSIGHT: IMMERSE WE TRACKED FIVE ONLINE POKER PLAYERS FOR 1 MONTH a @brokenguru rumbleMonday, 18 March 13
    • IMMERSEAND TRACKED THEIR EVERY MOVE a @brokenguru rumbleMonday, 18 March 13
    • IMMERSE AND THE STRATEGY TEAM HAD TO “START GRINDING” a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIC INSIGHT: LISTEN WE USED RADIAN6 TO TRACK EVERY ONLINE POKER CONVERSATION a @brokenguru rumbleMonday, 18 March 13
    • LISTEN AND EVEN CREATED OUR OWN TOOL TO MEASURE INTERNAL CHATS ON POKERSTARS a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIC INSIGHT: UNDERSTAND a @brokenguru rumbleMonday, 18 March 13
    • UNDERSTAND WE GOT A LOT OF DATA! a @brokenguru rumbleMonday, 18 March 13
    • UNDERSTANDLIKE POKER PLAYERS LOVE BBC IPLAYER a @brokenguru rumbleMonday, 18 March 13
    • UNDERSTAND AND POKER PLAYERS LOVE TO HATE! a @brokenguru rumbleMonday, 18 March 13
    • FROM LOTS OF DATA UNDERSTANDCAME LOTS OF IDEAS... a @brokenguru rumbleMonday, 18 March 13
    • UNDERSTAND BUT LITTLE ACTIONABLE INSIGHT a @brokenguru rumbleMonday, 18 March 13
    • WE GOT IT! PLAYERS ONLY SHARE WHEN THEY LOSE! UNDERSTANDTHEY CALL IT A “SICK BRAG” a @brokenguru rumbleMonday, 18 March 13
    • BUT “SICK BRAGS” ARE CONFUSING TO NONE PLAYERS UNDERSTAND AND MAKE NO REFERENCE TO BRAND a @brokenguru rumbleMonday, 18 March 13
    • STEP 6: DEVELOP THE STRATEGY (PROPOSITION, CREATIVE, UX) a @brokenguru rumbleMonday, 18 March 13
    • STRATEGY ACTION a @brokenguru rumbleMonday, 18 March 13
    • STRATEGY FROM CONFUSING, ACTION EXCLUSIVE “SICK BRAGS” a @brokenguru rumbleMonday, 18 March 13
    • STRATEGY sTO SHARABLE, VISUAL CALLS ACTION TO ACTION a @brokenguru rumbleMonday, 18 March 13
    • STRATEGY AN IN-GAME BUTTON THAT SHARES ACTION YOUR MISERY AUTOMATICALLY a @brokenguru rumbleMonday, 18 March 13
    • STRATEGY AND LETS OTHERS DISCUSS HOW ACTION YOU COULD PLAY IT BETTER a @brokenguru rumbleMonday, 18 March 13
    • SUPPORTED BY PROMOTIONS, FILM CONTENT AND USED LIVE ON CHANNEL 4 a @brokenguru rumbleMonday, 18 March 13
    • STEP 7: MEASURE RESULTS a @brokenguru rumbleMonday, 18 March 13
    • RESULTS FROM 20% SHARE OF ONLINE POKER CONVERSATION TO 92% OVER 1 MILLION BOOM HANDS SHARED 650% INCREASE OF SOCIALTRAFFIC TO POKERSTARS.COM RECOGNISED AS THE “NIKE+” OF POKER a @brokenguru rumbleMonday, 18 March 13
    • STEP 8: SELF-CONGRATULATE a @brokenguru rumbleMonday, 18 March 13
    • KEY ONE WORD IN TAKEAWAYS a @brokenguru rumbleMonday, 18 March 13
    • DIGITAL STRATEGY FOLLOWS IN ONE WORD SIMILAR PROCESSES TO TRADITIONAL STRATEGY a @brokenguru rumbleMonday, 18 March 13
    • BUT IS MORE ABOUT ACTION, IN ONE WORD USER JOURNEYS AND INTERFACE DESIGN a @brokenguru rumbleMonday, 18 March 13
    • STRATEGIES THEREFORE HAVE TO BE INNATELY SOCIAL, UX IN ONE WORD DRIVEN AND ORIENTATED IN ACTION a @brokenguru rumbleMonday, 18 March 13
    • CONCEPTUALLY, YOUR IN ONE WORD STRATEGY SHOULD START WITH THE BEHAVIOR OF YOUR USER a @brokenguru rumbleMonday, 18 March 13
    • NOT YOUR BRANDS CONCEPT OF IN ONE WORD ITSELF a @brokenguru rumbleMonday, 18 March 13
    • WE NEED TO MOVE FROM BRAND IN ONE WORD AS BROADCASTER TO BRAND AS ENABLER a @brokenguru rumbleMonday, 18 March 13
    • DOES YOURONE WORD SOCIAL, IN IDEA HAVE ACTION BASED EXECUTIONS a @brokenguru rumbleMonday, 18 March 13
    • IN ONE WORD IF NOT, START AGAIN a @brokenguru rumbleMonday, 18 March 13
    • INTEGRATION IS THE INTER- OPERATION ONE WORDNOT ONE IN OF PARTS. IDEA IN MANY PLACES a @brokenguru rumbleMonday, 18 March 13
    • UNDERSTAND THE OPERATION, THE WAY THINGS WORK, AND IN ONE WORD ALIGN THAT WITH CONSUMER INSIGHT a @brokenguru rumbleMonday, 18 March 13
    • PROVIDE A USEFUL SERVICE, IN ONE WORD AND YOUR USER WILL KEEP COMING BACK. a @brokenguru rumbleMonday, 18 March 13
    • REMEMBER, NOW THEIR IN CONTROL. THE BIGGEST DIGITAL IN ONE WORD SUCCESSES HAVE BEEN ABOUT PROVIDING USEFUL SERVICE a @brokenguru rumbleMonday, 18 March 13
    • NEXT STEP: HOW WOULD YOU DEVELOP A DIGITAL STRATEGY? a @brokenguru rumbleMonday, 18 March 13
    • CHALLENGE: PAIR UP. I’LL BE PUTTING TOGETHER A DUMMY BRIEF FOR YOUR TEAMS TO ANSWER IN THE NEAR FUTURE. THE BEST WILL WIN SOME AWESOME PRIZE. POSSIBLY A HUG. FROM ROD (HE GIVES GREAT HUGS) a @brokenguru rumbleMonday, 18 March 13
    • BOOM a @brokenguru rumbleMonday, 18 March 13