(Some) Digital Planning Basics Planning Bootcamp Guest-Lecture @MiamiAd School | Christian Riedel | @mindcaffeine | 2011 *All pictures used for educational purpose only*
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It is just the beginning. Office Vision by Microsoft, 2009
Digital Pla nning is a constant .endeavor into new territories es the route into scribA Digital Strategy dethese terretories. Where do we have to go? What do we have to do there? = Digital Planning
„Nobody k nows anyth Don‘t look fo ing!“ r rules. Look out for principles.Title: „The new rules of Web 2.0 Marketing and PR“I took this photo at my favourite book-store. It is the book for1€ box. It shows to me how fast rules are outdated today.
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01 Finding Insights
No insight or strategy without clear goals. .But goals need to be transformed into user actions Goals Actions Buy Sell more stuﬀ Like Get Coupon Branding Share Request Try Awareness Play Download Fan-‐Building Read Leave Email-‐Adress Loyality Comment Spreading Product InformaUon Read later Bookmark Market Research add to shopping cart Product Test Digital Strategy = How do we get there?
First: Get the wholepicture with aConsumer Journey
http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf ailLook at every det experiencex.perience? e rvice duct or seital offer enhance theof the proHow can a dig roduct/servic eAsk yourself : if the p warenes s won‘t help,B eware that a ‘t good.ex perience isn
For me an Insight is:• the reason for people to take action• the reason for people to change behaviour• the essence of the information you have.• a need not yet fullfilled• an unseen truth• the opportunity to do cool stuff.• an observation that makes you say: „Oh that is funny!“• a story about the brand that needs to be toldIt is always the answer to the question:„Why the f*ck should people care?“
Insight-Example: Fanta Teens play games about Develop a cooler design for embarrassment in forum. such games.
ight.Fields to look for an insiration just from other sp inFocus on your task. Seeking e you a strategybrands ‘ advertising cases will makcopycat. Brand Company Copy People Tech. a Case
Basic Planning Skills Curiosity Desktop ResearchInterviews Field-ObservationsHandling Information Finding InsightsPlus:- New digital sources for research- New digital trends to watch- New digital tools to organize information
5 Digital Sources to start with
http://www.google.com/insights/searc h/Google Insights shows real interest in a brand.
https://adwords.google.deThe Google Keyword Tool shows the ex act wordspeople are searching with in connection with a brand.
http://www.google.de/blogsearchGoogle blogs crawls the bloggoshere foropinions.
www.twazzup.comtwazzup is an easy twitter search engin e andshows real time opinions.
http://compfight.com/Compfight is a flickr search engine.It shows what people like to photograph inconnection to a brand. Great for visualconcepts and inspiration.
http://www.facebook.com/ads/create/Facebook Ad Manager allows real tim evisualisation of target groups and int erestson facebook.
4 Digital Trends to watch
1. APIs API=Application Programming InterfaceAn API allows to tranfer user-data from oneservice to another. Understanding theprinciples of APIs helps to inspire data drivenideas.Read: http://developers.facebook.com/do cs/coreconcepts/
2. Internet of ThingsHow can products communicate onlin http://vimeo.com/4871618 e?Read: Practical Magic by Russel Davie shttp://www.thinkwithgoogle.com/quarterly/ innovation/practical-magic.html
3. GamificationHow to drive online engagement withgaming mechanisms.Read: Getting Gamification right by Seb astian Deterdinghttp://www.slideshare.net/dings/meaningf ul-play-getting-gamification-right
1: Digital Basis Convergence torytelling Interactive Ss/Games Application Narrative Branded Data & Software Experience Convergence Transmedia Storytelling lling ytelling Brand Storyte elations „Cla ssic“ Storn/Theater Branded R Advertising/Pu blic tte /Wri Cinema/TV Entertainmen t 2:2. Transmedia Storytelling Digital Basis Social MediaHow to tell stories beyond digital pla ttfor ms.Read: Conversion Culture by Henry Jen kins (*BOOK*)
3 Tools to help you organize
Google Docsdocs.google.com/Write documents and presentations as a team.
Google Docsdocs.google.com/Write documents and presentations as a team.
Google Readerreader.google.com RSS.Follow blogs on diverse topics via
Evernote (or Springpad)www.evernote.com ud.Keep your notes stored in the clo
02 Inspire Ideas
Fight for Integration shouldn‘t stop with aWhen doing digital stuff planning part of the wholecreative brief. Fight for becoming acreative process. Slides from: http://www.slideshare.net/hackemer/ideas-idea-ideas-strategy-talk-with-mas
ngGet into moderation and coachi more diverse. TheyDigital teams become more and guages. As a plannermight even speak in different lan em.you should moderate between th Copywriter AD Strategist Interaction Software Designer Developer
es reative Techniquridge betweenLearn C ey are a great way to b thbecause sets.diffe rent mind http://www.mycoted.com/ Category:Creativity_Techniques http://www.amazon.com/Gamestorming-Playbook- Innovators-Rulebreakers-Changemakers/dp/ 0596804172
03 Writing anIDEA Business Plan
A Digital Idea Business Plan aggregates thethinking behind an idea. It shows the client: why it is the best solution, whypeople will like it and what you expect from it.I call it „business plan“ because what you do is similar to a start upthat wants to win an investor. Only the currency is different.
WHY writing it?
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from messaging to Experiencefrom aesthetic overpromise to storytelling and interruption and software from target group to participant from awareness to engagement from buying space building own distribution
Action speaks louder than words. But fails faster. ww w.n ikegr id.c om Telling Doing Die creates a digital offer. The agency spreads messages Predictability ( - ) Predictability ( + ) Engagement ( + ) Engagement ( - )
Uncertainty makes c lients shiver
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Digital is like curling:You have to adjust a running system to reachyour goal. http://www.mentalfloss.com/blogs/wp-content/uploads/2010/02/curling.jpg
You are always in beta picture by David Amaro http://www.flickr.com/photos/7855449@N02/3253525427/in/set-72157606844282993
Track and Adjust Statistics Observations User Insights Nuber of Fans / Community Cost per Fan Feedback Interaction: Likes, Comments, Shares Tonality Ad/Keyword Performance Multiplicators Referral-Trafic Conversions Topics
Monitoring Services like Radian6
Christian RiedelCommunication Strategist + Story Architect„I build stories beyond media borders“@mindcaffeine on firstname.lastname@example.org