Digital Communication Strategy

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A lecture given at Berghs School of Communication 2nd June '09

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  • 2005 campaign by fallon
    30 million euros campaign

  • Bravia sold out in the UK and the ad was downloaded nearly 20,000 times in eight weeks.

    Generated over 650,000 blog posts

    Jose Gonzales - Heartbeats
  • A brand must be true to its-self
    and be what they say they are through others

  • internet is different for each person
  • Content must be moveable


  • A Facebook group called Students for Barack Obama, started in July 2006 by College student was so successful that it became an official part of the campaign.
  • not because of the internet but how he used it.
  • photos of backstage events on election night posted to Flickr
  • because of the personal nature of the material people really felt that they were in direct communication to Obama.
  • decentralizes the brand

  • Cannes 2008 Grand Prix in Film by Fallon London
  • The commercial was uploaded to YouTube shortly after it first aired in 2007
    viewed over 500,000 times in the first week.

  • Instead of creating a main site they created a widget that sits over different social media sites.


  • copied modernista site, but the point here is experimentation, not original ideas.

  • Before the message came from the brand to the consumer
  • The customer is not longer a passive receiver.

    A brand needs to be in many conversations on many platforms.
    skittles case where the twitter users were reflecting the brands message


  • If you go in with a traditional campaign mindset you may be successful at generating a flash of attention, only to watch it evaporate as quickly as it was earned
  • Dove evolution film launched 2006

    a distorted perception of beauty
  • doves site provides a platform to further discussion
  • tools and workshop guides that mothers and mentors such as teachers can use.


  • Well equipped brands will use this recession to build differentiation but they can only do that effectively if they use measurability.



  • nike plus launched 2006

  • a service and an experience
    combines the physical world with the digital world.
  • 35% new to using Nike footwear.
    93% said they would recommend it to a friend



  • Digital Communication Strategy

    1. 1. Digital Communication Strategy Steinar Danielsen Creative director and co-founder of
    2. 2. what can the internet provide a brand?
    3. 3. what can the internet provide a brand? ‣ differentiation ‣ integration ‣ amplification
    4. 4. / differentiation of the brand Delivering a service or product via information, entertainment or other added values. In a way that separates a brand from it’s competitors.
    5. 5. Project: Position Sony Bravia as the top brand for flat screen tv technology Strap-line (promise): “Color like no other” Strategy: Build awareness and expectation via the web using social media Follow up online launch with traditional media buyout. Use web as a channel for feedback and extension
    6. 6. Differentiation Brand Identity Design Separate Delivery Qualification Benefit Experience Build relations
    7. 7. / integration of the brand The internet can help integrate multiple brand- building approaches on one common platform providing synergy and consistency.
    8. 8. quot;Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama,quot; Scott Goodstein, Obama’s digital campaign manager
    9. 9. quot;Because of the Internet, Obama has built a movement. He's leading a cause.” Alex Castellanos Washington Post
    10. 10. Main site Campaign Communities sites Bloggs Viral Brand Web-PR Banners Search Engines
    11. 11. http://www.aglassandahalffullproductions.com/
    12. 12. http://skittles.com/
    13. 13. http://skittles.com/
    14. 14. http://skittles.com/
    15. 15. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
    16. 16. Brand Message Audience
    17. 17. Brand Message Audience
    18. 18. “What can I learn from you?” “What can I get from you?”
    19. 19. Let go of the campaign mindset. Digital is not like traditional marketing...digital never ends.... If you're not sticking around to transform that attention into new relationships, you're wasting your effort. http://www.mikearauz.com
    20. 20. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
    21. 21. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
    22. 22. Social media marketing is not a replacement for other marketing tactics. Success with social media tools requires time and effort, not money. Gerd Leonhard http://www.mediafuturist.com/
    23. 23. / Enter the experience culture
    24. 24. The progression of economic value Joseph Pine “The experience economy” commodities Goods Services Experience Extract Make Deliver Stage
    25. 25. For the customer For Apple and Nike Improves the runners experience Positions both as innovators Provides valuable statistics distance, time, Creates returning traffic calories etc, Increase sales in itunes Allows the runner to share a personal goals, challenges and soundtracks Increase sales of nike products Makes you part of a community - challenge Promotes brand loyalty anyone anywhere to a race
    26. 26. What should a brand do on the internet?
    27. 27. What should a brand do on the internet? ‣ Take it seriously! (your customers do) ‣ Think web and not just website ‣ Create open discussions ‣ Listen & Learn ‣ Adapt & Evolve ‣ Experiment

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