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.

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How to Develop a Digital Strategy

  1. 1. DEVELOPING A DIGITAL STRATEGY: A CASE STUDY IN SOCIAL SERVICE DESIGN a @brokenguru rumbleMonday, 18 March 13
  2. 2. SOCIAL BY DESIGN: POKERSTARS BOOM! a @brokenguru rumbleMonday, 18 March 13
  3. 3. STEP 1: IDENTIFY THE CHALLENGE a @brokenguru rumbleMonday, 18 March 13
  4. 4. POKERSTARS THE WORLD’S LARGEST ONLINE POKER CLIENT a @brokenguru rumbleMonday, 18 March 13
  5. 5. CHALLENGE: MAKE POKERSTARS A SOCIAL PLATFORM a @brokenguru rumbleMonday, 18 March 13
  6. 6. CHALLENGE: SHIFT PERCEPTION, FROM ISOLATED “GRINDER” a @brokenguru rumbleMonday, 18 March 13
  7. 7. CHALLENGE: TO CONNECTED “SUPERSTAR” ALIGNED WITH NEW “WE ARE POKER” TVC a @brokenguru rumbleMonday, 18 March 13
  8. 8. STEP 2: ALIGN WITH BUSINESS PROBLEM a @brokenguru rumbleMonday, 18 March 13
  9. 9. BUSINESS PROBLEM a @brokenguru rumbleMonday, 18 March 13
  10. 10. BUSINESS PROBLEM: LIVE POKER IS “INNATELY SOCIAL”Monday, 18 March 13
  11. 11. BUSINESS PROBLEM: AND PERCEIVED AS GLAMOROUS/COOL a @brokenguru rumbleMonday, 18 March 13
  12. 12. BUSINESS PROBLEM: THE REALITY OF ONLINE POKER HOWEVER a @brokenguru rumbleMonday, 18 March 13
  13. 13. BUSINESS PROBLEM: IS LONLEY NIGHTS a @brokenguru rumbleMonday, 18 March 13
  14. 14. BUSINESS PROBLEM: AND CAN BE THE OPPOSITE OF SOCIAL a @brokenguru rumbleMonday, 18 March 13
  15. 15. BUSINESS PROBLEM: BUT POKERSTARS MAIN REVENUE IS ONLINE a @brokenguru rumbleMonday, 18 March 13
  16. 16. BUSINESS PROBLEM: AND BIG SPENDERS PRAY ON NEW “FISH” ONLINE OR WILL PLAY ELSEWHERE... a @brokenguru rumbleMonday, 18 March 13
  17. 17. BUSINESS PROBLEM: SO POKERSTARS BUSINESS MODEL RELIES HEAVILY... ON A CONSTANT STREAM OF NEW PLAYERS a @brokenguru rumbleMonday, 18 March 13
  18. 18. STEP 3: DEFINE THE KEY BRIEF TAKEAWAY a @brokenguru rumbleMonday, 18 March 13
  19. 19. KEY BRIEF WE WANT TO BE THE NIKE+ OF ONLINE POKER a @brokenguru rumbleMonday, 18 March 13
  20. 20. STEP 4: DEFINE STRATEGIC AND CREATIVE CONSTRAINTS a @brokenguru rumbleMonday, 18 March 13
  21. 21. CREATIVE/STRATEGIC CONSTRAINTS a @brokenguru rumbleMonday, 18 March 13
  22. 22. FULL TILT’S COMMUNICATION “HERO’S” STAR POKER PLAYERSMonday, 18 March 13
  23. 23. WITH THE LINE “PLAY WITH THE PROS”Monday, 18 March 13
  24. 24. SO FULL TILT IS ASPIRATIONALMonday, 18 March 13
  25. 25. WHILE POKERSTARS’ “WE ARE POKER” STRAPLINE IS MORE INCLUSIVE AND COMMUNAL a @brokenguru rumbleMonday, 18 March 13
  26. 26. SO ANY COMMUNICATION HAS TO BE HORIZONTAL NOT VERTICAL a @brokenguru rumbleMonday, 18 March 13
  27. 27. HAS TO ORGANICALLY FIT INTO USER FOOTPRINT a @brokenguru rumbleMonday, 18 March 13
  28. 28. HAS TO BE MOBILE CENTRIC, EMPLOYING “ONE CLICK” UX RULE a @brokenguru rumbleMonday, 18 March 13
  29. 29. MUST BE “SOCIAL-BY-DESIGN” a @brokenguru rumbleMonday, 18 March 13
  30. 30. DRIVEN “BY THE PLAYER” a @brokenguru rumbleMonday, 18 March 13
  31. 31. AND “MEASURABLE-BY-NATURE” SO ROOTED IN ACTION a @brokenguru rumbleMonday, 18 March 13
  32. 32. STEP 5: SEARCH OUT STRATEGIC INSIGHT a @brokenguru rumbleMonday, 18 March 13
  33. 33. STRATEGIC INSIGHT: THE PROCESS a @brokenguru rumbleMonday, 18 March 13
  34. 34. STRATEGIC INSIGHT: IMMERSE LISTEN UNDERSTAND ACTION a @brokenguru rumbleMonday, 18 March 13
  35. 35. STRATEGIC INSIGHT: IMMERSE WE TRACKED FIVE ONLINE POKER PLAYERS FOR 1 MONTH a @brokenguru rumbleMonday, 18 March 13
  36. 36. IMMERSEAND TRACKED THEIR EVERY MOVE a @brokenguru rumbleMonday, 18 March 13
  37. 37. IMMERSE AND THE STRATEGY TEAM HAD TO “START GRINDING” a @brokenguru rumbleMonday, 18 March 13
  38. 38. STRATEGIC INSIGHT: LISTEN WE USED RADIAN6 TO TRACK EVERY ONLINE POKER CONVERSATION a @brokenguru rumbleMonday, 18 March 13
  39. 39. LISTEN AND EVEN CREATED OUR OWN TOOL TO MEASURE INTERNAL CHATS ON POKERSTARS a @brokenguru rumbleMonday, 18 March 13
  40. 40. STRATEGIC INSIGHT: UNDERSTAND a @brokenguru rumbleMonday, 18 March 13
  41. 41. UNDERSTAND WE GOT A LOT OF DATA! a @brokenguru rumbleMonday, 18 March 13
  42. 42. UNDERSTANDLIKE POKER PLAYERS LOVE BBC IPLAYER a @brokenguru rumbleMonday, 18 March 13
  43. 43. UNDERSTAND AND POKER PLAYERS LOVE TO HATE! a @brokenguru rumbleMonday, 18 March 13
  44. 44. FROM LOTS OF DATA UNDERSTANDCAME LOTS OF IDEAS... a @brokenguru rumbleMonday, 18 March 13
  45. 45. UNDERSTAND BUT LITTLE ACTIONABLE INSIGHT a @brokenguru rumbleMonday, 18 March 13
  46. 46. WE GOT IT! PLAYERS ONLY SHARE WHEN THEY LOSE! UNDERSTANDTHEY CALL IT A “SICK BRAG” a @brokenguru rumbleMonday, 18 March 13
  47. 47. BUT “SICK BRAGS” ARE CONFUSING TO NONE PLAYERS UNDERSTAND AND MAKE NO REFERENCE TO BRAND a @brokenguru rumbleMonday, 18 March 13
  48. 48. STEP 6: DEVELOP THE STRATEGY (PROPOSITION, CREATIVE, UX) a @brokenguru rumbleMonday, 18 March 13
  49. 49. STRATEGY ACTION a @brokenguru rumbleMonday, 18 March 13
  50. 50. STRATEGY FROM CONFUSING, ACTION EXCLUSIVE “SICK BRAGS” a @brokenguru rumbleMonday, 18 March 13
  51. 51. STRATEGY sTO SHARABLE, VISUAL CALLS ACTION TO ACTION a @brokenguru rumbleMonday, 18 March 13
  52. 52. STRATEGY AN IN-GAME BUTTON THAT SHARES ACTION YOUR MISERY AUTOMATICALLY a @brokenguru rumbleMonday, 18 March 13
  53. 53. STRATEGY AND LETS OTHERS DISCUSS HOW ACTION YOU COULD PLAY IT BETTER a @brokenguru rumbleMonday, 18 March 13
  54. 54. SUPPORTED BY PROMOTIONS, FILM CONTENT AND USED LIVE ON CHANNEL 4 a @brokenguru rumbleMonday, 18 March 13
  55. 55. STEP 7: MEASURE RESULTS a @brokenguru rumbleMonday, 18 March 13
  56. 56. 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
  57. 57. STEP 8: SELF-CONGRATULATE a @brokenguru rumbleMonday, 18 March 13
  58. 58. KEY ONE WORD IN TAKEAWAYS a @brokenguru rumbleMonday, 18 March 13
  59. 59. DIGITAL STRATEGY FOLLOWS IN ONE WORD SIMILAR PROCESSES TO TRADITIONAL STRATEGY a @brokenguru rumbleMonday, 18 March 13
  60. 60. BUT IS MORE ABOUT ACTION, IN ONE WORD USER JOURNEYS AND INTERFACE DESIGN a @brokenguru rumbleMonday, 18 March 13
  61. 61. STRATEGIES THEREFORE HAVE TO BE INNATELY SOCIAL, UX IN ONE WORD DRIVEN AND ORIENTATED IN ACTION a @brokenguru rumbleMonday, 18 March 13
  62. 62. CONCEPTUALLY, YOUR IN ONE WORD STRATEGY SHOULD START WITH THE BEHAVIOR OF YOUR USER a @brokenguru rumbleMonday, 18 March 13
  63. 63. NOT YOUR BRANDS CONCEPT OF IN ONE WORD ITSELF a @brokenguru rumbleMonday, 18 March 13
  64. 64. WE NEED TO MOVE FROM BRAND IN ONE WORD AS BROADCASTER TO BRAND AS ENABLER a @brokenguru rumbleMonday, 18 March 13
  65. 65. DOES YOURONE WORD SOCIAL, IN IDEA HAVE ACTION BASED EXECUTIONS a @brokenguru rumbleMonday, 18 March 13
  66. 66. IN ONE WORD IF NOT, START AGAIN a @brokenguru rumbleMonday, 18 March 13
  67. 67. INTEGRATION IS THE INTER- OPERATION ONE WORDNOT ONE IN OF PARTS. IDEA IN MANY PLACES a @brokenguru rumbleMonday, 18 March 13
  68. 68. UNDERSTAND THE OPERATION, THE WAY THINGS WORK, AND IN ONE WORD ALIGN THAT WITH CONSUMER INSIGHT a @brokenguru rumbleMonday, 18 March 13
  69. 69. PROVIDE A USEFUL SERVICE, IN ONE WORD AND YOUR USER WILL KEEP COMING BACK. a @brokenguru rumbleMonday, 18 March 13
  70. 70. REMEMBER, NOW THEIR IN CONTROL. THE BIGGEST DIGITAL IN ONE WORD SUCCESSES HAVE BEEN ABOUT PROVIDING USEFUL SERVICE a @brokenguru rumbleMonday, 18 March 13
  71. 71. NEXT STEP: HOW WOULD YOU DEVELOP A DIGITAL STRATEGY? a @brokenguru rumbleMonday, 18 March 13
  72. 72. 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
  73. 73. BOOM a @brokenguru rumbleMonday, 18 March 13

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