How do I create a digital strategy?

SOCIAL MEDIA BOOT CAMP HISTORY | STRATEGY | TACTICS Duane Brown September 22, 2010 Duane@CreativeTraction.com Mouth Media CreativeTraction.com Toronto, Ontario, Canada

MY NAME IS DUANE BROWN. I’M A DIGITAL STRATEGIST AND DESIGNER FROM TORONTO. Twitter @DuaneBrown Hashtag: #smbcto

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

HISTORY OF THE INTERNET Key trends that will change your web strategy

HISTORY OF THE INTERNET Social Media Revolution 2 (Refresh): www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded

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/

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/

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

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

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

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

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

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

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

KEY TRENDS Technology

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

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

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

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

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

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

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

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

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

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

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

ONE LAST VIDEO Canada

HISTORY OF THE INTERNET Next is Now: http://www.youtube.com/watch?v=sM-kGGURWCE | April 28, 2010

BREAK! 10:00am - 10:15am

STRATEGY Building out your social engagement with a strategy

APPROACH

STRATEGY: APPROACH Business Objectives

STRATEGY: APPROACH Evaluate Photo: www.ﬂickr.com/photos/25851534@N03/3484764591

STRATEGY: APPROACH Listening Platform Radian6 or Sysomos KnowEm or Social Mention Photo: www.ﬂickr.com/photos/69108241@N00/514465052

STRATEGY: APPROACH The Three C’s Company Competitors Consumers Photo: www.ﬂickr.com/photos/66606673@N00/429154325

STRATEGY: APPROACH Company Where are your customers online? Proﬁles Active/Orphaned Consistence Photo: www.ﬂickr.com/photos/66606673@N00/429154325

STRATEGY: APPROACH Competitors 2 -3 Tops Proﬁles Active/Orphaned Consistence Where their customers are online? Photo: www.ﬂickr.com/photos/66606673@N00/429154325

STRATEGY: APPROACH Consumers Demographics Psychographics Media Consumptions Needs & Wants Photo: www.ﬂickr.com/photos/66606673@N00/429154325

STRATEGY: APPROACH comScore & Nielsen eMarketer & Compete Photo: www.ﬂickr.com/photos/22498907@N02/2762493879

STRATEGY: APPROACH Assemble Data Photo: www.ﬂickr.com/photos/9378575@N02/4377798663

STRATEGY: APPROACH Idea Generation Photo: www.ﬂickr.com/photos/23678023@N07/2297989507

STRATEGY: APPROACH Touch Point Photo: www.ﬂickr.com/photos/mudron/4189882152

STRATEGY: APPROACH Integrate & Implement Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: APPROACH Measure

4 STRATEGIES FOR SUCCESS on the social web

4 STRATEGIES FOR SUCCESS Go where your customers are Don’t market, engage Empower your ambassadors Introduce something new every day

4 STRATEGIES FOR SUCCESS Go where your customers are

4 STRATEGIES FOR SUCCESS Don’t market, engage Steven Slater

4 STRATEGIES FOR SUCCESS Don’t market, engage Big Top

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.”

4 STRATEGIES FOR SUCCESS Empower your ambassadors

4 STRATEGIES FOR SUCCESS Introduce something new every day

CALIFORNIA CLOSETS Case Study

CALIFORNIA CLOSETS Problem Decreasing sales Even fewer leads “I want to be on Facebook”

CALIFORNIA CLOSETS The Situation

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

TOP OF MIND

STRATEGY: TOP OF MIND 97% said that a digital brand experience inﬂuenced whether or not they purchased Source: Razorﬁsh Feed 2009

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/

STRATEGY: TOP OF MIND Every campaign is a global campaign. Photo: www.ﬂickr.com/photos/73645804@N00/2222523486

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/

STRATEGY: TOP OF MIND WHOPPER Sacriﬁce

STRATEGY: TOP OF MIND ACNE

STRATEGY: TOP OF MIND 7Eleven

STRATEGY: TOP OF MIND They did it for real. Photo: www.ﬂickr.com/photos/30343916@N00/466382462/

STRATEGY: TOP OF MIND Donʼt be a me too brand Photo: www.ﬂickr.com/photos/66937333@N00/839220185/

STRATEGY: TOP OF MIND Align your brand with passionate opportunities Turn down opportunities Quality over quantity Photo: www.ﬂickr.com/photos/76975336@N00/4433726/

STRATEGY: TOP OF MIND Get buy in

STRATEGY: TOP OF MIND Marathon, not sprint

KEY TRENDS People

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

KEY TRENDS: PEOPLE On Demand Society Make it accessible & sharable Content Products Information CMS: Flickr, Vimeo, YouTube

KEY TRENDS: PEOPLE Community Crowdsourcing CrowdSPRING NameThis Empower Ambassadors Remix content

KEY TRENDS: PEOPLE Apple VS PC

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

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

FAILURE Why do we fail? Source: Brand Science Institute

STRATEGY: FAILURE No strategy Source: Simpsons

STRATEGY: FAILURE Time is your enemy

STRATEGY: FAILURE Don’t understand who their customers are, value of interaction & CRM

STRATEGY: FAILURE Legal & internal approval Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE Setting expectations! Show me the money? Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE Think social media is viral/media buy Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE Standard media measurement Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE Don’t moderate channels Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE Invest resources properly Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: FAILURE No policy or guidelines Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

LUNCH! 11:45am - 1:00pm

A QUICK RECAP Strategy

STRATEGY: A QUICK RECAP Online Audit Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: A QUICK RECAP Three Cs Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: A QUICK RECAP Strategy Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: A QUICK RECAP Integrate Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

STRATEGY: A QUICK RECAP Implement & Measurement .....tactics is the real topic. Photo: www.ﬂickr.com/photos/40997866@N05/4052969929

TACTICS Building out your social engagement

TACTICS Setting the ﬁnish line: Success metrics

TACTICS Metrics 500 Fans 1,000 Followers 51 Channel Subscribers Photo: Austin Kleon

TACTICS Metrics 6 Metrics That Matter Photo: www.ﬂickr.com/photos/24960867@N02/4088773900

TACTICS Metrics Membership increase VS active network size. or Activity Ratio Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

TACTICS Metrics Engagement duration Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

TACTICS Metrics Social media leads Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

TACTICS Metrics Conversions Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

TACTICS Metrics Brand mentions or Sentiment Photo: Radian6

TACTICS Metrics Loyalty Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

TACTICS

TACTICS Implement The last stage.... ....double check...... EVERYTHING!

TACTICS Implement Cherry pick components There are still unknowns variables Create tiers of participation Photo: www.ﬂickr.com/photos/43795250@N00/2282556933

TACTICS Implement Big stories (still) matter Collaboration is messy Feed the community Photo: www.ﬂickr.com/photos/21312692@N00/138350761

TACTICS Implement Cherry pick components Photo: www.ﬂickr.com/photos/43795250@N00/2282556933

TACTICS Implement There are still unknowns variables Photo: www.ﬂickr.com/photos/78415063@N00/2728059828

TACTICS Implement Create tiers of participation Photo: Forrestor Research - groundswell

TACTICS Implement Big stories (still) matter snacking on content Photo: www.ﬂickr.com/photos/35034363287@N01/2510349462

TACTICS Implement Collaboration is messy Photo: www.ﬂickr.com/photos/51303347@N00/18787680

TACTICS Implement Feed the community Photo: www.ﬂickr.com/photos/75424716@N00/1846375599

WAIT! There is one more...

TACTICS Implement Stagger your launch Photo: www.ﬂickr.com/photos/duvalguillaume/1798656186

WAIT! There is ONE more...seriously now.

TACTICS Photo: Forrestor Research - groundswell

BREAK! 2:00pm - 2:15pm

MAKING THE WEB WORK FOR YOU! 2:15pm - 3:15pm

PRESENTATIONS & SUMMARY 3:15pm - 3:45pm

THANK YOU! 3:45pm - 4:00pm

How do I create a digital strategy?

by Duane Brown on Sep 23, 2010

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How do I create a digital strategy? — Presentation Transcript