How do I create a digital strategy?

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Digital Strategy Workshop: This deck is based on a workshop I lead for helping business understand how to create a digital strategy. The workshop was for Mouth Media clients.

Digital Strategy Workshop: This deck is based on a workshop I lead for helping business understand how to create a digital strategy. The workshop was for Mouth Media clients.

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  • Regardless of what your objectives are, they usually fall into one of four areas:
    Marketing of the company's brand
    Advertising a new product/service
    Customer services
    Research & development











  • Integrate. Don’t interrupt.
    Digital/Social Media Guidelines & Policy


  • Go where your customers are
    Don’t market, engage
    Empower your ambassadors
    Introduce something new every day
  • Go where your customers are
  • Go where your customers are
  • Don’t market, engage: Jetblue, Dell, Starbucks and cirque du soleil
  • Don’t market, engage: Jetblue, Dell, Starbucks and cirque du soleil
  • Empower your ambassadors: Maker’s Mark, Etsy

  • Empower your ambassadors: Maker’s Mark, Etsy

  • Introduce something new every day
  • Introduce something new every day






  • When an idea only works online or with a specific medium, it probably hasn’t got enough relevance or potential to become an integrated campaign.


  • Burger King really fed people who had never seen a Burger in their life with the Whopper.
  • The Swedish agency, ACNE, has really thrown an oversized dice down a glacier and had people bet on the outcome.
  • 7Eleven have really re-built their stores into Quick-e-Marts.
  • All these campaigns have received intense media coverage. Why? Because it was no fake; they did it for real








  • Hundreds of thousands of remixed videos online. Isn’t that social media?
  • Social gaming revenues, which barely existed in 2008, have seen steep growth. Rising from just $76 million worldwide that year to $639 million in 2009, revenues are expected to climb to $826 million this year, according to screen digest. This year’s 29% growth rate will slow to about 24% in 2011, and growth will continue steadily in the double-digits through 2014 as the market matures.
    eMarketer: http://www.emarketer.com/Article.aspx?R=1007835
  • Social gaming revenues, which barely existed in 2008, have seen steep growth. Rising from just $76 million worldwide that year to $639 million in 2009, revenues are expected to climb to $826 million this year, according to screen digest. This year’s 29% growth rate will slow to about 24% in 2011, and growth will continue steadily in the double-digits through 2014 as the market matures.
    eMarketer: http://www.emarketer.com/Article.aspx?R=1007835

  • Want a Facebook/Twitter








  • Aren’t prepared for when a backlash happens: Kevin smith or Nestle
















  • Are social members interacting in the network repeatedly, sharing content and links, mentioning your brands, evangelizing? How many members reshare? How often do they reshare?


















Transcript

  • 1. SOCIAL MEDIA BOOT CAMP HISTORY | STRATEGY | TACTICS Duane Brown September 22, 2010 Duane@CreativeTraction.com Mouth Media CreativeTraction.com Toronto, Ontario, Canada
  • 2. MY NAME IS DUANE BROWN. I’M A DIGITAL STRATEGIST AND DESIGNER FROM TORONTO. Twitter @DuaneBrown Hashtag: #smbcto
  • 3. WORKSHOP AGENDA 9:00 - 10:00am Part 1: History of the Internet & Key Trends 10:00 - 10:15am Break 10:15am - 11:45am Part 2: Strategy, Key Trends & Case Study 11:45am - 1:00pm Lunch 1:00pm - 2:00pm Part 3: Tactics 2:00pm - 2:15pm Break & Form Groups 2:15pm - 3:15pm Part 4: Making The Web Work for You (group work) 3:15pm - 3:45pm Part 5: Presentations & Summary 3:45pm - 4:00pm Final Words
  • 4. HISTORY OF THE INTERNET Key trends that will change your web strategy
  • 5. HISTORY OF THE INTERNET Social Media Revolution 2 (Refresh): www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded
  • 6. HISTORY OF THE INTERNET 1969 - 1983 1969: The Internet is born Universities & research facilities DOD & Cold War 1971: The first email by Ray Tomlinton 56K modem 1983: First cell phone by Motorola $4,000 & one hour Photo: www.flickr.com/photos/meredithbakermiller/4685953257/
  • 7. HISTORY OF THE INTERNET 1989 - 1990 1989: World Wide Web is born Tim Berners-Lee white paper: Data chaos CERN WWW becomes synonym for Internet 1989: Invention of MP3 Karlheinx Brandenburger 7 years 1990: DSL Real time music & movies Access the Internet via GSM net Photo: www.flickr.com/photos/97285730@N00/285420532/
  • 8. HISTORY OF THE INTERNET 1993 - 1994 1993: The Golden Shield The great firewall of China 1993: First CD burners hit market Double thread with MP3 1994/95: David Filo & Jerry Yang 1994: First banner ad sold Hotwired sells to AT&T & Zima 30% CTR. Today 1% = success
  • 9. HISTORY OF THE INTERNET 1997 - 1998 1997: Blank CDs Blank CDs (182m) vs Recorded (172m) 1998: Shawn Fanning Napster 12 years later... iTunes (3 years) 1998: Google Real search: 25 Million websites 80% Market
  • 10. HISTORY OF THE INTERNET 1998 - 2001 1998: MP3 Player 2000: Google AdWords 2000: Napster Competition Kaaza, eDonkey2000, Limewire, Morpheus 2000: Dotcom Bubble Crushed & left many scares 2001: Wikipedia 80% accurate
  • 11. HISTORY OF THE INTERNET 2001 - 2003 2001: iTunes & iPod Sept 2006: 200 million songs 2007: 3 billion songs, 50 million episodes & 2 million movies 2003: MySpace 2006: 100 million member 2008: 260 million Popular Nascar states 2003: Skype
  • 12. HISTORY OF THE INTERNET 2004 2004: Facebook Stats: www.facebook.com/press/info.php? statistics Movie: The Social Network 2004: World of Warcraft Largest MMO 11.5 million players world wide paying $11/ month
  • 13. HISTORY OF THE INTERNET 2005 - 2006 2005:YouTube Launches 2005: Rupert Murdoch buys MySpace 2006: Google buys YouTube 2006: Twitter launches in March US Airways flight 1549 Business (not as usual) 2006: Facebook international September Followed by the world 2 years later
  • 14. HISTORY OF THE INTERNET 2007 - 2009 2007: iPhone Launches June 29th Mobile usage super charges: 65% 2008: President Obama Leverage digital technology to White House 2009: Mobile data exceeds voice data 1st time 2009: Dell $3 million thanks to Twitter
  • 15. KEY TRENDS Technology
  • 16. KEY TRENDS: TECHNOLOGY The Near Future Network Broadband 10 -> 100 Mbps Mobile 2 -> 10 Mpbs Devices Mobile devices (Netbooks, iPads..ect) WebTV Software Mobile Apps Cloud storage
  • 17. KEY TRENDS: TECHNOLOGY Netflix HD Streaming November 2008 Xbox meets Netflix 300 titles and solely US based November 2009: PS3 Issues on image quality Expands to all Netflix devices Mobile...when? May 2010: PC & Mac support Source: Engadget/Microsoft
  • 18. KEY TRENDS: TECHNOLOGY Finland Makes broadband a legal right July 1st, 2010 1Mbps (megabit per second) Yeah 2015: 100 Mbps Currently 96% penetration (4,000 left to go) UK wants 2Mbps by 2012 but won’t make it law Source: BBC News
  • 19. KEY TRENDS: TECHNOLOGY Mobile Broadband 5 Billion subscribers China, India, Nigeria & Zimbabwe Africa: 16 million (2000) -> 450 million subscriptions Ericsson: Broadband 360 million (2009) -> 3.4 billion (2015) Mobile social networks surpass Facebook & MySpace MocoSpace, MBuzzy & AirG Data between April & July 2010 Source: Engineering News / Group Truth
  • 20. KEY TRENDS: TECHNOLOGY Smartphones 5 Billion subscribers 52 million smartphones in Q1 2010 Smartphone VS cell phone 61% of web consumption is iPhone (North America) Source: Quantcast / Group Truth
  • 21. KEY TRENDS: TECHNOLOGY iPad 90 days: 2,000,000 sold 8,500 native apps 25 million downloads (17 apps/ iPad) 5 million ebooks 22% of ebook market Pulse app: fastest selling app Source: Pulse App
  • 22. KEY TRENDS: TECHNOLOGY Mobile Apps 6 App Stores Apple, Android, Palm, HP, Win & BlackBerry Top 3 Categories: games, entertainment & music Apple’s App Store 70% of apps are paid with average of $3.63/app Apple keeps 30% of purchase 1/4 of downloaded apps are paid 58 million app users between iPhone & iPad Source: USA Today
  • 23. KEY TRENDS: TECHNOLOGY Kraft Browse top rated recipes, search by meal type and even your favorites to a virtual recipe box Customizable Share recipes with friends by e-mail Comprehensive search option available Easy to use and understand Provides value to the Karaft’s customers Source: Kraft
  • 24. KEY TRENDS: TECHNOLOGY Starbucks Not sure where your closest Starbucks is, or which beverage you want to drink? Locate stores in your area Drink builder feature with ability to send it to your friends by email, SMS, or directly to their iPhone/iPod Food menu with nutritional information Customizable and easy to use Connects to other digital initiatives Source: Starbucks
  • 25. KEY TRENDS: TECHNOLOGY North Face: Snow Report App Up-to-date weather and map information about winter resorts across the globe. Prepare consumers with current/expected snowfall (detailed daily forecasts & wind direction) Locate function: Access driving directions through Google Maps, and detailed lay of the land through high-resolution images. Can save favorite resorts for quick access Provides real value to their community Source: North Face
  • 26. KEY TRENDS: TECHNOLOGY Cloud Storage The ability to access your data from anywhere in the world with simplicity Scalable Cost effective Consumers are more educated Providers: Amazon S3, Joyent, Box.net
  • 27. ONE LAST VIDEO Canada
  • 28. HISTORY OF THE INTERNET Next is Now: http://www.youtube.com/watch?v=sM-kGGURWCE | April 28, 2010
  • 29. BREAK! 10:00am - 10:15am
  • 30. STRATEGY Building out your social engagement with a strategy
  • 31. APPROACH
  • 32. STRATEGY: APPROACH Business Objectives
  • 33. STRATEGY: APPROACH Evaluate Photo: www.flickr.com/photos/25851534@N03/3484764591
  • 34. STRATEGY: APPROACH Listening Platform Radian6 or Sysomos KnowEm or Social Mention Photo: www.flickr.com/photos/69108241@N00/514465052
  • 35. STRATEGY: APPROACH The Three C’s Company Competitors Consumers Photo: www.flickr.com/photos/66606673@N00/429154325
  • 36. STRATEGY: APPROACH Company Where are your customers online? Profiles Active/Orphaned Consistence Photo: www.flickr.com/photos/66606673@N00/429154325
  • 37. STRATEGY: APPROACH Competitors 2 -3 Tops Profiles Active/Orphaned Consistence Where their customers are online? Photo: www.flickr.com/photos/66606673@N00/429154325
  • 38. STRATEGY: APPROACH Consumers Demographics Psychographics Media Consumptions Needs & Wants Photo: www.flickr.com/photos/66606673@N00/429154325
  • 39. STRATEGY: APPROACH comScore & Nielsen eMarketer & Compete Photo: www.flickr.com/photos/22498907@N02/2762493879
  • 40. STRATEGY: APPROACH Assemble Data Photo: www.flickr.com/photos/9378575@N02/4377798663
  • 41. STRATEGY: APPROACH Idea Generation Photo: www.flickr.com/photos/23678023@N07/2297989507
  • 42. STRATEGY: APPROACH Touch Point Photo: www.flickr.com/photos/mudron/4189882152
  • 43. STRATEGY: APPROACH Integrate & Implement Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 44. STRATEGY: APPROACH Measure
  • 45. 4 STRATEGIES FOR SUCCESS on the social web
  • 46. 4 STRATEGIES FOR SUCCESS Go where your customers are Don’t market, engage Empower your ambassadors Introduce something new every day
  • 47. 4 STRATEGIES FOR SUCCESS Go where your customers are
  • 48. 4 STRATEGIES FOR SUCCESS Go where your customers are
  • 49. 4 STRATEGIES FOR SUCCESS Don’t market, engage Steven Slater
  • 50. 4 STRATEGIES FOR SUCCESS Don’t market, engage Big Top
  • 51. 4 STRATEGIES FOR SUCCESS Empower your ambassadors Etsy originally began using Twitter only to share new posts from Etsy’s blog, The Storque, which Anda now calls a classic Twitter “newbie mistake.”
  • 52. 4 STRATEGIES FOR SUCCESS Empower your ambassadors
  • 53. 4 STRATEGIES FOR SUCCESS Introduce something new every day
  • 54. 4 STRATEGIES FOR SUCCESS Introduce something new every day
  • 55. CALIFORNIA CLOSETS Case Study
  • 56. CALIFORNIA CLOSETS Problem Decreasing sales Even fewer leads “I want to be on Facebook”
  • 57. CALIFORNIA CLOSETS The Situation
  • 58. CALIFORNIA CLOSETS The Results 7,500+ fans in 4 months Unified brand presence Long-term strategy Increased sales & leads Real engagement Works with current tech
  • 59. TOP OF MIND
  • 60. STRATEGY: TOP OF MIND 97% said that a digital brand experience influenced whether or not they purchased Source: Razorfish Feed 2009
  • 61. STRATEGY: TOP OF MIND “If an idea doesn’t work online, it’s not a good idea.” Photo: www.flickr.com/photos/22842541@N00/395792175/
  • 62. STRATEGY: TOP OF MIND Every campaign is a global campaign. Photo: www.flickr.com/photos/73645804@N00/2222523486
  • 63. STRATEGY: TOP OF MIND Don’t plan to be viral. Plan to be awesome. Burger King ACNE 7Eleven Photo: www.flickr.com/photos/30343916@N00/466382462/
  • 64. STRATEGY: TOP OF MIND WHOPPER Sacrifice
  • 65. STRATEGY: TOP OF MIND ACNE
  • 66. STRATEGY: TOP OF MIND 7Eleven
  • 67. STRATEGY: TOP OF MIND They did it for real. Photo: www.flickr.com/photos/30343916@N00/466382462/
  • 68. STRATEGY: TOP OF MIND Donʼt be a me too brand Photo: www.flickr.com/photos/66937333@N00/839220185/
  • 69. STRATEGY: TOP OF MIND Align your brand with passionate opportunities Turn down opportunities Quality over quantity Photo: www.flickr.com/photos/76975336@N00/4433726/
  • 70. STRATEGY: TOP OF MIND Get buy in
  • 71. STRATEGY: TOP OF MIND Marathon, not sprint
  • 72. KEY TRENDS People
  • 73. KEY TRENDS: PEOPLE Personalization Open web: More data about you Me at the center Recommendations Social based on friends: “like” button Items on past behavior: Amazon Don’t Market, Engage Nike Plus Source: smediam
  • 74. KEY TRENDS: PEOPLE On Demand Society Make it accessible & sharable Content Products Information CMS: Flickr, Vimeo, YouTube
  • 75. KEY TRENDS: PEOPLE Community Crowdsourcing CrowdSPRING NameThis Empower Ambassadors Remix content
  • 76. KEY TRENDS: PEOPLE Apple VS PC
  • 77. KEY TRENDS: PEOPLE Social Games Farmville, Mafia Wars or Happy Aquarium Virtual goods/microtransactions virtual goods = physical Similar to casual gamers Game mechanics Playdeck: www.tcrn.ch/chYiTa
  • 78. KEY TRENDS: PEOPLE Social Games Uniqlo Lucky Machine Earns players discounts and prizes at the store “...Invite your friends to play and ‘like’ the game on Facebook, the more points you can earn to redeem them at Uniqlo’s new online store....” Mixing Facebook with website + registration
  • 79. FAILURE Why do we fail? Source: Brand Science Institute
  • 80. STRATEGY: FAILURE No strategy Source: Simpsons
  • 81. STRATEGY: FAILURE Time is your enemy
  • 82. STRATEGY: FAILURE Don’t understand who their customers are, value of interaction & CRM
  • 83. STRATEGY: FAILURE Legal & internal approval Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 84. STRATEGY: FAILURE Setting expectations! Show me the money? Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 85. STRATEGY: FAILURE Think social media is viral/media buy Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 86. STRATEGY: FAILURE Standard media measurement Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 87. STRATEGY: FAILURE Don’t moderate channels Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 88. STRATEGY: FAILURE Invest resources properly Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 89. STRATEGY: FAILURE No policy or guidelines Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 90. LUNCH! 11:45am - 1:00pm
  • 91. A QUICK RECAP Strategy
  • 92. STRATEGY: A QUICK RECAP Online Audit Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 93. STRATEGY: A QUICK RECAP Three Cs Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 94. STRATEGY: A QUICK RECAP Strategy Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 95. STRATEGY: A QUICK RECAP Integrate Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 96. STRATEGY: A QUICK RECAP Implement & Measurement .....tactics is the real topic. Photo: www.flickr.com/photos/40997866@N05/4052969929
  • 97. TACTICS Building out your social engagement
  • 98. TACTICS Setting the finish line: Success metrics
  • 99. TACTICS Metrics 500 Fans 1,000 Followers 51 Channel Subscribers Photo: Austin Kleon
  • 100. TACTICS Metrics 6 Metrics That Matter Photo: www.flickr.com/photos/24960867@N02/4088773900
  • 101. TACTICS Metrics Membership increase VS active network size. or Activity Ratio Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 102. TACTICS Metrics Engagement duration Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 103. TACTICS Metrics Social media leads Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 104. TACTICS Metrics Conversions Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 105. TACTICS Metrics Brand mentions or Sentiment Photo: Radian6
  • 106. TACTICS Metrics Loyalty Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 107. TACTICS
  • 108. TACTICS Implement The last stage.... ....double check...... EVERYTHING!
  • 109. TACTICS Implement Cherry pick components There are still unknowns variables Create tiers of participation Photo: www.flickr.com/photos/43795250@N00/2282556933
  • 110. TACTICS Implement Big stories (still) matter Collaboration is messy Feed the community Photo: www.flickr.com/photos/21312692@N00/138350761
  • 111. TACTICS Implement Cherry pick components Photo: www.flickr.com/photos/43795250@N00/2282556933
  • 112. TACTICS Implement There are still unknowns variables Photo: www.flickr.com/photos/78415063@N00/2728059828
  • 113. TACTICS Implement Create tiers of participation Photo: Forrestor Research - groundswell
  • 114. TACTICS Implement Big stories (still) matter snacking on content Photo: www.flickr.com/photos/35034363287@N01/2510349462
  • 115. TACTICS Implement Collaboration is messy Photo: www.flickr.com/photos/51303347@N00/18787680
  • 116. TACTICS Implement Feed the community Photo: www.flickr.com/photos/75424716@N00/1846375599
  • 117. WAIT! There is one more...
  • 118. TACTICS Implement Stagger your launch Photo: www.flickr.com/photos/duvalguillaume/1798656186
  • 119. WAIT! There is ONE more...seriously now.
  • 120. TACTICS Photo: Forrestor Research - groundswell
  • 121. BREAK! 2:00pm - 2:15pm
  • 122. MAKING THE WEB WORK FOR YOU! 2:15pm - 3:15pm
  • 123. PRESENTATIONS & SUMMARY 3:15pm - 3:45pm
  • 124. THANK YOU! 3:45pm - 4:00pm