LET'S PLAY

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Reworked Assignment for "How to become a great Digital Strategist"

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LET'S PLAY

  1. 1. HOW TO BECOME AGREAT DIGITAL STRATEGIST.FINAL ASSIGNMENTSKILLSHARE CLASS BY @JULIECOLE BBH NYCFINAL ASSIGNMENT BEN KEGLER / @DERBEN65
  2. 2. DIGITAL STRATEGYFOR PLAYGROUND SESSIONS.SKILLSHARE CLASS BY @JULIECOLE BBH NYCFINAL ASSIGNMENT BEN KEGLER / @DERBEN65
  3. 3. OVERVIEW1. PAST WHERE WE FROM.2. FUTURE WHERE WE WANT TO GO.3. AUDIENCE WHOM WE ARE TALKING TO.4. SEED WHAT WE HAVE TO TELL THEM.5. IDEA HOW WE WILL TALK TO THEM.6. ECOSYSTEM WHERE AND WHEN TO REACH THEM.7. IMPROVEMENT HOW TO GET BETTER.
  4. 4. 1.PASTWHERE WE FROM
  5. 5. PAST - WHERE WE FROM: THE MARKET WHILE THE PHYSICAL MUSIC INDUSTRY KEEPS LOOSING REVENUE – THE DIGITAL MUSIC INDUSTRY´S REVENUE DID INCREASE BY MORE THEN 27 % WITHIN THE LAST YEAR ONLY. SOURCE: OFCOM.ORG.UK AND STATISTICBRAIN.COM
  6. 6. PAST - WHERE WE FROM: THE MARKET LEARNING OVER THE INTERNET IS GAINING POPULARITY WITH SERVICES FROM NOT ONLY STANFORD UNIVERSITY BUT ALSO PLATTFORMS SUCH AS SKILLSHARE.COM OR WETEACHME.COM SOURCE: GOOGLE TRENDS / THINKWITHGOOGLE
  7. 7. PAST - WHERE WE FROM: THE MARKET THE POTENTIAL AUDIENCE FOR GAMELIKE TEACHING SOFTWARE HAS NEVER BEEN AS HIGH AND IS STILL GROWING. SOURCE: BITKOM / OFCOM.ORG.UK AND STATISTICBRAIN.COM
  8. 8. 2.FUTURE WHERE WE WANT TO GO
  9. 9. WHERE WE WANT TO GO: THE MARKET PLAYGROUND SESSIONS IS A GAMECHANGER FOR LEARNING TO PLAY THE PIANO.
  10. 10. WHERE WE WANT TO GO: THE MARKET IT USED TO BE NOW IT IS PHYSICAL DIGITAL EXPENSIVE AFFORDABLE LONG COMMITMENT QUICK FRUSTRATING SOCIAL FUSSING PLAYFULTEACHER–DEPENDENT DIY LEARNING
  11. 11. WHERE WE WANT TO GO: THE BRIEF OUR BRIEF BRING 750K QUALIFIED VISITORS TO THE PLAYGROUND SESSIONS SITE WITHIN THE NEXT 12 MONTH.
  12. 12. 3.AUDIENCE WHO WE ARE TALKING TO.
  13. 13. AUDIENCE - WHO WE ARE TALKING TO: THE CUSTOMER ANDREW, 25 OUR CUSTOMER + TECH SAVVY CREATIVE & MUSIC LOVER + CAREER IN COMMUNICATION SECTOR + USED TO PLAY PIANO FOR SOME YEARS AS A TEEN BUT THEN STOPPED + LIVES IN A FLAT SHARE WITH OTHER STUDENTS AND ABOUT TO STARTERS + MOST IMPORTANT THING IN HIS LIFE: FRIENDS, CAREER AND MUSIC + HIS TIME AND MONEY IS SPARE. + WANTS TO DIGG HIS LOST SKILLS AND PLAY LIVE + DOES NOT WANT A LONG TERM LEARNING COMMITMENT + HAS ALSO SEARCHED FOR PIANO TUTORIALS, BUT YOUTUBE TEACHING IS LONESOME AND FRUSTRATING. + CONSIDERING TO LEARN THE GUITAR INSTEAD AS IT‘S LESS NOISEY + IF HE KNEW ABOUT PLAYGROUND SESIONS, HE WOULD HAVE DOWNLOADED THE TRIAL VERSION ALREADY
  14. 14. AUDIENCE - INSIGHTS INTO ANDREW ANDREW DOES NOT WANT TO LEARN ALL ON HIS OWN. SOURCE: TWITTER ADVANCED SEARCH / THINKWITHGOOGLE
  15. 15. AUDIENCE - INSIGHTS INTO ANDREW ANDREW NEEDS TO LEARN THAT NOW HE CAN STUDY THE PIANO WITH A SOFTWARE. SOURCE: GOOGLE TRENDS / THINKWITHGOOGLE
  16. 16. AUDIENCE - INSIGHTS INTO ANDREW INVOLVE ANDREW AND HE WILL UNDERSTAND SOURCE: TWITTER ADVANCED SEARCH / ELSEVIER.COM / PNAS.ORG
  17. 17. 4. SEEDWHAT WE HAVE TO TELL ANDREW.
  18. 18. SEED - WHAT WE HAVE TO TELL ANDREW: SINGLE MINDED PROPOSITION LET´S PLAY.
  19. 19. SEED - WHAT WE HAVE TO TELL ANDREW: TONE BEFORE CAMPAIGN AFTER CAMPAIGN– IT WILL TAKE AGES TO BE ABLE TO PLAY – FAST RESULTS– TOO MUCH COMMITMENT – JUST JUMP FROM LEVEL TO LEVEL– WILL NEVER KEEP UP THE PRACTISE – THERE IS AN ACTIVE ONLINE COMMUNITY TO JOIN– WHO TO PLAY WITH – NOW I CAN START A BAND AND PLAY LIVE– TO EXPENSIVE – THE TRIAL IS FREE – LET‘S CHECK IT OUT!– NO TIME FOR LESSONS – I CAN PLAY WHENEVER I WANT LET´S PLAY. LEARNING THE PAINO IS NOW PLAYFUL AND SOCIAL.
  20. 20. SEED - WHAT WE HAVE TO TELL ANDREW: REASONS BEFORE CAMPAIGN AFTER CAMPAIGN– IT WILL TAKE AGES TO BE ABLE TO PLAY – FAST RESULTS– TOO MUCH COMMITMENT – JUST JUMP FROM LEVEL TO LEVEL– WILL NEVER KEEP UP THE PRACTISE – THERE IS AN ACTIVE ONLINE COMMUNITY TO JOIN– WHO TO PLAY WITH – NOW I CAN START A BAND AND PLAY LIVE– TO EXPENSIVE – THE TRIAL IS FREE – LET‘S CHECK IT OUT!– NO TIME FOR LESSONS – I CAN PLAY WHENEVER I WANT LET´S PLAY. LEARNING THE PAINO IS NOW PLAYFUL AND SOCIAL. REASONS FOR INTEREST. REASONS TO BELIEVE.– FREE TRIAL VERSION – WAY CHEAPER THAN PIANO LESSONS– FLEXIBLE TIMES – FITS SEAMLESS IN MY SOCIAL CONTEXT– GAMIFIED LEARNING – POTENTIAL BOOTCAMP INTENSE SESSIONS– I COULD DIG LOST SKILLS WITHIN WEEKS – COMMUNITY REPRESENTS ON YOUTUBE ALREADY– I COULD IMPROVE MY SKILLS – CHANCE TO WIN A FOURHAND TRAINING– MIGHT BE A STARTING POINT FOR MY BAND – I CAN EVEN BRING MY FRIENDS IN
  21. 21. 5.BIG IDEA HOW WE WILL TALK TO ANDREW.
  22. 22. IDEA TO CONVINCE ANDREW THAT PLAYGROUND SESSIONS IS FUN AND SOCIAL, WE INSTALL PLAYFUL OBJECTS IN HIS SOCIAL CONTEXT.
  23. 23. IDEA - TONE & FEEL THESE PLAYFUL OBJECTS ARE INTERACTIVE CHAIRS. BUT NOT JUST ANY CHAIR.
  24. 24. IDEA - KEY VISUAL
  25. 25. IDEA - USER EXPERIENCE BY SITTING ON THE CHAIR USERS CAN PLAY NOTES AND EVEN SONGS.
  26. 26. IDEA - MOOD
  27. 27. 6.ECOSYSTEM WHERE AND WHEN TO REACH ANDREW.
  28. 28. ECOSYSTEM - COMMUNICATIONS FRAMEWORK COMMUNICATION FRAMEWORK ABOUT TO RELAPSE ADULT PURCHASING SOFTWARE
  29. 29. ECOSYSTEM - HERO OUR HERO INTERACTIVE CHAIRS
  30. 30. ECOSYSTEM - PHASE I: AWARNESS AWARENESS INTERACTIVE CHAIRS WEB BANNER
  31. 31. ECOSYSTEM - PHASE II: RESEARCH RESEARCH INTERACTIVE CHAIRS WEB BANNER FACBOOK ADS SEO SERIES
  32. 32. ECOSYSTEM - PHASE III: BUYING MOMENT BUYING MOMENT INTERACTIVE CHAIRS 2FOR1 CHRISTMAS OFFER WEB BANNER PRINT ADS FACBOOK ADS SEO SERIES
  33. 33. ECOSYSTEM - OVERVIEW OUR DIGITAL ECOYSYSTEM INTERACTIVE CHAIRS 2FOR1 CHRISTMAS OFFER WEB BANNER PRINT ADS FACBOOK ADS SEO SERIES
  34. 34. ECOSYSTEM - BUDGETS BUDGETS SPREAD INTERACTIVE PIANO CHAIRS 130 K WEB BANNER 30 K FACEBOOK ADS 10 K SEO 20 K PRINT ADS 10 K OVERALL BUDGET 200 K
  35. 35. 7.IMPROVMENT HOW TO GET BETTER
  36. 36. IMPROVEMENT - HOW TO MEASURE MEASUREMENTTRACK AND MEASURE TRAFFIC TRACK AND MEASURE TRAFFICWEBISTE, FACEBOOK, TWITTER, WEBISTE, FACEBOOK, TWITTER, YOUTUBE, GOOGLE YOUTUBE, GOOGLENOVEMBER 2012 FEBRUARY 2013 MAY 2012 NOVEMBER 2013 SURVEY INTO AWARNESS OF SURVEY INTO AWARNESS OF RELEAPED ADULTS OF PS RELEAPED ADULTS OF PS SURVEY FROM BUYERS INTO SURVEY FROM BUYERS INTO ADVERISING EFFECTIVNESS ADVERISING EFFECTIVNESS
  37. 37. IMPROVEMENT - KEY PERFORMANCE INDICATORS KPI´s AWARNESS CONSIDERATION PREFERENCE PURCHASE RETENTION 766.282,758 8.833,33 INCREASE IN POSITIVE 119.999,988 20.830.000 IMPRESSIONS TO THROUGH FACEBOOK JUDGMENT ON PEOPLE PURCHASE IMPRESSIONS TOTHE TARGET MARKET PLAYGROUND SESSIONS THE PRODUCT THE TARGET MARKETFROM WEBBANNERS 5.800.000 IS FUN. THROUGH WEBBANNER 10.416.662,5THROUGH FACEBOOK
  38. 38. THANK YOU VERY MUCH! QUESTIONS? TWEET ME @DERBEN65 ALL RIGHTS RESERVED.

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