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Digital strategy
 

Digital strategy

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It's about digital strategy.

It's about digital strategy.

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    Digital strategy Digital strategy Presentation Transcript

    • Thinking of communication designStrategy, it’s a core requirement for digital integration www.mrcoincidence.com
    • Introduction
    • Have you ever thought “Strategy” for digital integration?Why is “Strategy” being left out? www.mrcoincidence.com
    • Have you ever thought “Strategy” for digital integration?Why is “Strategy” being left out?Maybe you’ve forgotten the difference between strategy and tactics www.mrcoincidence.com
    • Have you ever thought “Strategy” for digital integration?Why is “Strategy” being left out? Strategy vs TacticsMaybe you’ve forgotten the difference between strategy and tactics www.mrcoincidence.com
    • Strategy is when you have a plan to accomplish something. From beginning to end if you are prepared and focus on your plan thats having a strategy strat·e·gy/ˈstratəәjē1.  A plan of action or policy designed to achieve a major or overall aim.2.  The art of planning and directing overall military operations and movements. www.mrcoincidence.com
    • Tactics are the specific actions, sequences of actions, and schedules you use to fulfill your strategy. If you have more than one strategy you will have different tactics for each. tac·tics /ˈtaktiks/1.  An action or strategy carefully planned to achieve a specific end.2.  How you will achieve your strategy and when. www.mrcoincidence.com
    • StrategyTactics are part of strategy Tactics www.mrcoincidence.com
    • It’s like going on a road-trip,when you don’t know where you’re going or why? www.mrcoincidence.com
    • Strategic Gap It’s like going on a road-trip,when you don’t know where you’re going or why? www.mrcoincidence.com
    • Brand Mission Why do some brands to start here?Content announcement : Newsletter, Blog etc…Content idea : 3D, Motion graphic, Art work etc…Content tools : Social plugin, YouTube etc…Content metrics, measures : Tracking, Analysis etc… www.mrcoincidence.com
    • Brand Mission It’s “Strategic Gap”Content announcement : Newsletter, Blog etc…Content idea : 3D, Motion graphic, Art work etc…Content tools : Social plugin, YouTube etc…Content metrics, measures : Tracking, Analysis etc… www.mrcoincidence.com
    • Brand MissionFuture vision : Reason for being etc…Content priority : Value, impact, budget etc…Content strategy : Specific goals, objectives etc…Identified users : Audiences, user insight etc…Content announcement : Newsletter, Blog etc…Content idea : 3D, Motion graphic, Art work etc…Content tools : Social plugin, YouTube etc…Content metrics, measures : Tracking, Analysis etc… www.mrcoincidence.com
    • Strategy Brand Mission Future vision : Reason for being etc… Content priority : Value, impact, budget etc… Content strategy : Specific goals, objectives etc… Identified users : Audiences, user insight etc… Content announcement : Newsletter, Blog etc…Tactics Content idea : 3D, Motion graphic, Art work etc… Content tools : Social plugin, YouTube etc… Content metrics, measures : Tracking, Analysis etc… www.mrcoincidence.com
    • What‘s strategy?
    • Analysis / Research Planning Technology People + Society Content LogisticsMarket competition Product / Service / Content Financial Schedule Strategy Role People Analysis Seeding Interaction Governance Resource Post management www.mrcoincidence.com
    • Briefing Production FutureClarify the situation Set up tactics and directions Optimize contents Analysis Post Planning Role Research management www.mrcoincidence.com
    • Technology People + Society•  What devices / OS / Browser /platform do our •  Who is our main target? users use? •  What are their motivation?•  What devices / OS / Browser /platform do we need to target/use?•  What technology (html5, Flash, jQuery mobile etc) should we use? Analysis / Research•  Do we have digital assets? •  What’s product / service / content strategy?•  What are others doing in the digital space? •  What content currently exists? •  Do we need to optimize existing product / service / content? •  What content is missing? •  What content should be thrown out? Market competition Product / Service / Content www.mrcoincidence.com
    • Content Logistics•  What messages should be communicated? •  How will we manage production data delivery?•  What content features will support those •  How will we manage content delivery? messages?•  How do we migrate existing content?•  How often do we update the content?•  What overall content concept? Planning•  How much budget? •  How will we plan to source or develop?•  How much can we spend for updated content? Financial Schedule www.mrcoincidence.com
    • Role•  Who is going to write or produce all this content?•  Who is responsible for reviewing, editing, and approving?•  Should ownership be centralized or decentralized? Resource•  Do we have the resources to maintain / update the content?•  Will new content be created or sourced from out resources?•  What legal or regulatory approvals do we need? Planning www.mrcoincidence.com
    • Analysis Seeding•  What happens to our content once it goes up on •  How will we announce new content/platform? online? •  How will we get more traffic?•  How will we know if the content is doing its job?•  What metrics can we use to track content performance? Post management•  How will we engage/involve our customer? •  What quality control measures do we need?•  How will we optimize/use customer •  What guidelines do we need to provide content communication? creators? Interaction Governance www.mrcoincidence.com
    • Case studies
    • So if you don’t have “strategy”… www.mrcoincidence.com
    • Case 1 www.mrcoincidence.com
    • Case 1If you don’t have “plan / resource”… www.mrcoincidence.com
    • ProblemTGI Friday’s launched a huge Facebook offer using a fictitious fan named Woody. If selfproclaimed number one fan Woody could get 500,000 Facebook fans by 30th September2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or JackDaniels Chicken Sandwich. TGI Friday’s was not prepared for the campaign response andafter a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000friends, even before TV and digital banners were launched Sept. 7.By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark. www.mrcoincidence.com
    • ProblemTGI Friday’s launched a huge Facebook offer using a fictitious fan named Woody. If selfproclaimed number one fan Woody could get 500,000 Facebook fans by 30th September2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or JackDaniels Chicken Sandwich. TGI Friday’s was not prepared for the campaign response and Wow great!after a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000friends, even before TV and digital banners were launched Sept. 7.By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark. www.mrcoincidence.com
    • No! It’s not great. www.mrcoincidence.com
    • Fallout…TGI Friday’s was unprepared for the extreme response. They couldn’t keep up with thecoupon demand created by the overwhelming acquisition of new fans and, in turn,disappointed their captive audience...What sounded like a great idea in theory turned into a forum for angry fans to vent theirfrustrations with no moderation. www.mrcoincidence.com
    • Case 2 www.mrcoincidence.com
    • Case 2If you don’t have “post management”… www.mrcoincidence.com
    • ProblemMars, the maker of Skittles candy, scrapped its home page on the Web and put in its placea collage of content from social networking sites. The hodgepodge included a live Twitterfeed, chatter and video from Flickr and YouTube. All the social media feeds were fairlyharmless--except the tweets from Twitter. Any tweets hashtagged with #skittles wereimmediately populated onto their site- leaving the page vulnerable for attack from users.By day two, some of the comments were scalding. Among the most alarming: "F!*KSkittles." It certainly wasnt the reaction Mars expected. www.mrcoincidence.com
    • ResponseSkittles had a great idea and was on the right track with letting it’s users interact andpopulate the space, however, there was an absolute lack of boundaries. Although thecompany put an age restriction on their site (13 years old+), Skittles kept the Twitter feedup for a while before they completely revamped their strategy and their site, moving theirsocial elements to the corner of the page. www.mrcoincidence.com
    • FalloutFor days, users would be greeted with offensive and vulgar Tweets on the Skittles website.The complete lack of moderation resulted with the brand getting abused and bashedopenly on their own website, with words such as “anal cunt” etc. getting fed directly ontotheir corporate sponsored site. Considering that children are also part of the Skittlesdemographic, the strategy was also polarizing and outraged many parents who protested,not allowing their children to visit the site. www.mrcoincidence.com
    • Conclusion
    • So why do we need strategy? How will it work? www.mrcoincidence.com
    • Why do we need strategy?All companies, no matter what the size, must start to think morelike publishers than ever before. It’s not only media and consumerbehavior, but it’s the business model that has changed drasticallyover the past few years and continues to change.Innovation doesn’t happen when society adopts new tools, ithappened when society adopts new behaviors.Having strategy creates these behaviors. www.mrcoincidence.com
    • How will it work?Having strategy also does…1.  Optimize existing resources2.  Optimize business model3.  Create user value (unique selling proposition)4.  Set up tactics in a logical way5.  Handle and care about time and its influence www.mrcoincidence.com
    • If you know where and why you’re going all you need is a tactic on how to get there. www.mrcoincidence.com
    • Putting it all together… StrategyMission Strategy Tactics ActivationBrand Social Goals Objectives Tools Platforms Content Experience Measure. Report. Adapt www.mrcoincidence.com
    • In summary…1.  Be strategic, not just experimental2.  Listen to what users want3.  Have a goal, set some benchmarks4.  Use good content to drive more traffic & conversation5.  Develop the opportunity to participate6.  Define success, know when you did well7.  Define value, and make a difference www.mrcoincidence.com