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.

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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
  • Be 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?
  • How Do I Create A Digital Strategy?

    1. 1. Social Media Boot Camp History | Strategy | tactics September 22, 2010 Mouth Media Toronto, Ontario, Canada Duane Brown Duane@CreativeTraction.com CreativeTraction.com
    2. 2. My name is Duane Brown. I’m a digital strategist and designer from Toronto.
    3. 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. 4. History of the internet Key trends that will change your web strategy
    5. 5. History of the internet Social Media Revolution 2 (Refresh): www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded QuickTime™ and a decompressor are needed to see this picture.
    6. 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. 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. 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. 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. 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. 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. 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. 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 lat
    14. 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. 15. Key Trends Technology
    16. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 27. One last video Canada
    28. 28. History of the internet Next is Now: http://www.youtube.com/watch?v=sM-kGGURWCE | April 28, 2010 QuickTime™ and a decompressor are needed to see this picture.
    29. 29. Break! 10:00am - 10:15am
    30. 30. Strategy Building out your social engagement with a strategy
    31. 31. Approach
    32. 32. Strategy: Approach Business Objectives
    33. 33. Strategy: Approach Evaluate Photo: www.flickr.com/photos/25851534@N03/3484764591
    34. 34. Strategy: Approach •Listening Platform Radian6 or Sysomos KnowEm or Social Mention Photo: www.flickr.com/photos/69108241@N00/514465052
    35. 35. Strategy: Approach •The Three C’s Company Competitors Consumers Photo: www.flickr.com/photos/66606673@N00/429154325
    36. 36. Strategy: Approach •Company Where are your customers online? Profiles Active/Orphaned Consistence Photo: www.flickr.com/photos/66606673@N00/429154325
    37. 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. 38. Strategy: Approach •Consumers Demographics Psychographics Media Consumptions Needs & Wants Photo: www.flickr.com/photos/66606673@N00/429154325
    39. 39. Strategy: Approach comScore & Nielsen eMarketer & Compete Photo: www.flickr.com/photos/22498907@N02/2762493879
    40. 40. Strategy: Approach Assemble Data Photo: www.flickr.com/photos/9378575@N02/4377798663
    41. 41. Strategy: Approach Idea Generation Photo: www.flickr.com/photos/23678023@N07/2297989507
    42. 42. Strategy: Approach Touch Point Photo: www.flickr.com/photos/mudron/4189882152
    43. 43. Strategy: Approach Integrate & Implement Photo: www.flickr.com/photos/40997866@N05/4052969929
    44. 44. Strategy: Approach Measure
    45. 45. 4 Strategies for success on the social web
    46. 46. 4 Strategies for success Go where your customers are Don’t market, engage Empower your ambassadors Introduce something new every day
    47. 47. 4 Strategies for success Go where your customers are
    48. 48. 4 Strategies for success Go where your customers are
    49. 49. 4 Strategies for success Don’t market, engage Steven Slater
    50. 50. 4 Strategies for success Don’t market, engage Big Top
    51. 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. 52. 4 Strategies for success Empower your ambassadors
    53. 53. 4 Strategies for success Introduce something new every day
    54. 54. 4 Strategies for success Introduce something new every day
    55. 55. California Closets Case Study
    56. 56. California Closets •Problem Decreasing sales Even fewer leads “I want to be on Facebook”
    57. 57. California Closets •The Situation
    58. 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. 59. Top of mind
    60. 60. Strategy: Top of mind 97% said that a digital brand experience influenced whether or not they purchased Source: Razorfish Feed 2009
    61. 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. 62. Strategy: Top of mind Every campaign is a global campaign. Photo: www.flickr.com/photos/73645804@N00/2222523486
    63. 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. 64. Strategy: Top of mind • WHOPPER Sacrifice
    65. 65. Strategy: Top of mind •ACNE
    66. 66. Strategy: Top of mind 7Eleven
    67. 67. Strategy: Top of mind They did it for real. Photo: www.flickr.com/photos/30343916@N00/466382462/
    68. 68. Strategy: Top of mind Don’t Be A Me To Brand Photo: www.flickr.com/photos/66937333@N00/839220185/
    69. 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. 70. Strategy: Top of mind Get buy in
    71. 71. Strategy: Top of mind Marathon, not sprint
    72. 72. Key Trends People
    73. 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. 74. Key Trends: People •On Demand Society Make it accessible & sharable Content Products Information CMS: Flickr, Vimeo, YouTube
    75. 75. Key Trends: People •Community Crowdsourcing CrowdSPRING NameThis Empower Ambassadors Remix content
    76. 76. Key Trends: People •Apple VS PC
    77. 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. 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. 79. Failure Why do we fail? Source: Brand Science Institute
    80. 80. Strategy: Failure •No strategy Source: Simpsons
    81. 81. Strategy: Failure •Time is your enemy
    82. 82. Strategy: Failure •Don’t understand who their customers are, value of interaction & CRM
    83. 83. Strategy: Failure •Legal & internal approval Photo: www.flickr.com/photos/40997866@N05/4052969929
    84. 84. Strategy: Failure •Setting expectations! •Show me the money? Photo: www.flickr.com/photos/40997866@N05/4052969929
    85. 85. Strategy: Failure •Think social media is viral/media buy Photo: www.flickr.com/photos/40997866@N05/4052969929
    86. 86. Strategy: Failure •Standard media measurement Photo: www.flickr.com/photos/40997866@N05/4052969929
    87. 87. Strategy: Failure •Don’t moderate channels Photo: www.flickr.com/photos/40997866@N05/4052969929
    88. 88. Strategy: Failure •Invest resources properly Photo: www.flickr.com/photos/40997866@N05/4052969929
    89. 89. Strategy: Failure •No policy or guidelines Photo: www.flickr.com/photos/40997866@N05/4052969929
    90. 90. Lunch! 11:45am - 1:00pm
    91. 91. A Quick Recap Strategy
    92. 92. Strategy: A Quick Recap •Online Audit Photo: www.flickr.com/photos/40997866@N05/4052969929
    93. 93. Strategy: A Quick Recap •Three Cs Photo: www.flickr.com/photos/40997866@N05/4052969929
    94. 94. Strategy: A Quick Recap •Strategy Photo: www.flickr.com/photos/40997866@N05/4052969929
    95. 95. Strategy: A Quick Recap •Integrate Photo: www.flickr.com/photos/40997866@N05/4052969929
    96. 96. Strategy: A Quick Recap •Implement & Measurement .....tactics is the real topic. Photo: www.flickr.com/photos/40997866@N05/4052969929
    97. 97. Tactics Building out your social engagement
    98. 98. Tactics •Setting the finish line: Success metrics
    99. 99. Tactics •Metrics 500 Fans 1,000 Followers 51 Channel Subscribers Photo: Austin Kleon
    100. 100. Tactics •Metrics •6 Metrics That Matter Photo: www.flickr.com/photos/24960867@N02/4088773900
    101. 101. Tactics •Metrics •Membership increase VS active network size. •or •Activity Ratio Photo: www.flickr.com/photos/75424716@N00/1846375599
    102. 102. Tactics •Metrics Engagement duration Photo: www.flickr.com/photos/75424716@N00/1846375599
    103. 103. Tactics •Metrics Social media leads Photo: www.flickr.com/photos/75424716@N00/1846375599
    104. 104. Tactics •Metrics Conversions Photo: www.flickr.com/photos/75424716@N00/1846375599
    105. 105. Tactics •Metrics Brand mentions or Sentiment Photo: Radian6
    106. 106. Tactics •Metrics Loyalty Photo: www.flickr.com/photos/75424716@N00/1846375599
    107. 107. Tactics
    108. 108. Tactics •Implement The last stage.... •....double check...... •EVERYTHING!
    109. 109. Tactics •Implement Cherry pick components There are still unknowns variables Create tiers of participation Photo: www.flickr.com/photos/43795250@N00/2282556933
    110. 110. Tactics •Implement Big stories (still) matter Collaboration is messy Feed the community Photo: www.flickr.com/photos/21312692@N00/138350761
    111. 111. Tactics •Implement Cherry pick components Photo: www.flickr.com/photos/43795250@N00/2282556933
    112. 112. Tactics •Implement There are still unknowns variables Photo: www.flickr.com/photos/78415063@N00/2728059828
    113. 113. Tactics •Implement Create tiers of participation Photo: Forrestor Research - groundswell
    114. 114. Tactics •Implement Big stories (still) matter snacking on content Photo: www.flickr.com/photos/35034363287@N01/2510349462
    115. 115. Tactics •Implement Collaboration is messy Photo: www.flickr.com/photos/51303347@N00/18787680
    116. 116. Tactics •Implement Feed the community Photo: www.flickr.com/photos/75424716@N00/1846375599
    117. 117. Wait! There is one more...
    118. 118. Tactics •Implement Stagger your launch Photo: www.flickr.com/photos/duvalguillaume/1798656186
    119. 119. Wait! There is ONE more...seriously now.
    120. 120. Tactics Photo: Forrestor Research - groundswell
    121. 121. Break! 2:00pm - 2:15pm
    122. 122. Making The Web Work for You! 2:15pm - 3:15pm
    123. 123. Presentations & Summary 3:15pm - 3:45pm
    124. 124. Thank you! 3:45pm - 4:00pm

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