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    Digitalunderstanding Digitalunderstanding Presentation Transcript

    • Digital strategy workshop Peshwa Acharya
    • It’s not the same as advertising
      • New medium with different rules
      • You need to understand the rules or get someone who does
      • Traditional advertising rules will not work
      • Most of the web & advertising agencies don’t have that knowledge
    • What’s it about?
    • Planning is everything
      • Digital strategy is your plan of attack
      • Don’t just do it because you can
      • Research the playing field
      • Come up with your unique solution
      • launch
    • Digital strategy
      • Research
      • Targeting
      • The idea
      • Execution
      • Marketing
      • Measuring
      • Improving
    • Research
      • The competition
      • Your brand
      • Your audience
      • Your budget
      • Your timeline
    • The competition
      • What are they doing in the digital space?
      • Find out how high should your brand jump to be innovative
      • How can you be different?
      • Do not try and beat them on their own field! The price war has it’s price!
    • Brand assets
      • Name, logo
      • Position in market place
      • Current customers
      • Brick and mortar Stores
    • Digital assets
      • Digital properties that grow in value
      • A website does not grow in value
      • Even though you might get more visitors
      • they are not your audience
      • A blog grows in value as users are audience
      • (keep coming back, passing on the link,
      • commenting etc)
      • Does your brand have digital assets?
    • Customer touch points community podcast Web2.0 Application Branded content blog Microsite newsletter Direct email Website Banner Search Social community profile
    • What am I selling?
      • Nike is not selling shoes – it is selling an “I can” feeling.
      • What feelings do you give to your users when they use your product/service?
      • What does your audience want to feel/hear?
      • This is what you should be selling!
    • My audience
      • Who are your customers?
      • Do you have an audience?
      • How do you communicate with them?
      • Who are your evangelists?
      • Can I offer something to a different target group?
    • Where are your users?
      • What social communities are they on?
      • Where are your evangelists?
      myspace ebay linkedin Second Life youtube
    • Exercise one
      • What’s your brand?
      • What are you selling?
      • Who are your audience?
      • What are they doing on the web?
      • Who are your evangelists?
      • What are they doing on the web?
    • What’s your problem?
      • Your audience is getting older and you need to reach younger demographic?
      • Your competitors are pushing you out?
      • You don’t have an email list?
      • You have weak period
    • What’s my goal?
      • To be the most innovative brand?
      • To get 20,000 new users?
      • To take over summer?
      • To get free PR?
      • To save money?
      • To get a different target demographic?
      • To find audience for a new product?
    • The digital tools
      • Blogs
      • Podcasts
      • User generated content
      • Social communities
      • Mobile phones, ipods, psps
      • wikis
      • Web 2.0 applications
    • What’s your budget considerations look like?
      • I want to try before I buy
      • I’m taking everything from TV and putting on digital media
      • I want to have an holistic campaign
      • I don’t understand how this web thing is costing like a TV campaign
    • What's your timeline considerations look like?
      • I want short and fast
      • I want to build slowly and methodically
      • I want to experiment, deep my toe
      • I need a summer promotion
      • I want to target a different demographic with a specific product/service
    • Exercise two
      • Come up with a problem to solve
      • Come up with a goal
      • What is the best digital tool/s for the job and why
      • Put a budget and timeline
    • Users, users, users
      • Does your users trust you?
      • Where are the week points in your consumer touching points?
    • How well do you treat them?
      • Does your users need to hold the line
      • For a long time on your customer
      • Service line?
      • Do your sales representatives
      • educate as well as sell?
      • Do you have only a form at your
      • website contact area?
    • Happy users graph More options to interact Discovery the OMG factor Play a game Give something they need Nothing to say Boring Plain same
    • What you give is what you get
      • Give away a car – get few users for a short time
      • Give away conversation, engagement, fun, content, something that empowers the user – get evangelists for life time
    • What can I give?
      • Education – 25 points
      • Help - 35 points
      • Entertainment – 50 points
      • Power – 75 points
      • Service – 75 points
      • Personalization – 100 points
    • The idea
      • Don’t do same
      • Try using a few digital tools
      • Give users a reason to engage
      • Give something for free
      • Be authentic
      • Tie with a specific event/date
    • Check list
      • Is the user kicking ass?
      • Is it something users will talk about?
      • Will this help you to reach your goal?
      • Did I maximize digital tools?
      • Is this a “world changing” idea?
      • Will the media talk about it?
      • Can this idea be monetized?
    • Exercise three
      • What do you give your users now?
      • (brochure, loyalty points, free game)
      • How will you rate it from the user perspective?
      • Do they need what you give them?
      • Come up with a user focused idea – something that will enhance users life
    • 1. Learn from the best
      • google, youtube, myspace.
      • How can your brand be more like them?
      • Think like a start up – making your evangelists spreading your message, saving money on advertising and making your users your firs concern.
    • 2. Step out of the category
      • What can you take from other category?
      • DIY delivery service? Think about your brand making cars…
      • The Nudie story
      • Think like the big guys: can you do something that google does?
    • 3. Look for the purple cow
      • Something people will talk about
      • Something different
      • Something surprising
      • A story
      • A game
      • A world
    • Your business is media
      • The way you communicate is in your hands.
      • Use digital media more freely, more cheap more targeted, effective.
    • Brand channel
      • A brand becomes a lifestyle, broadcaster, entertainer.
      • What can you offer? Which shows will be popular? What will be your brand channel?
    • Exercise four
      • Brand channel programming
      • Write down a day in your brand channel. Which shows will be on and when? Which is the target audience for every show? Who is going to manage/film/develop it?
    • Exercise five
      • Can you have a revenue channel?
      • Did you think about mobile phone?
      • Can you make some alliances?
      • How much will you save?
      • (bonus question: what is your cost acquisition per customer if you spend 20 million on advertising?)
    • Execution
      • Do they understand this new medium?
      • Do they know strategy or only the technology?
      • what do you have In-house?
    • Who is going to:
      • Research your brand
      • Strategize the plan
      • Manage the team/operation
      • Make the thing
      • Keep it going
      • Launch it
      • Measure it
      • Improve it
    • Marketing - traditional
      • Using traditional media – TV, outdoor
      • Mass reach but evangelist poor
      • Costly
      • Quick?
    • Marketing - digital
      • Using digital space – blogs, podcasts, social communities, viral marketing
      • Niche reach but evangelists rich
      • Cheaper than traditional media
      • Viral marketing is probably the quickest way
    • More marketing
      • Choose the holistic approach
      • Choose to do nothing
      • The form of marketing you choose depends on your problem, goal, timeline and budget
    • Exercise six
      • How will you market your idea?
      • Give a number of ways
      • Is this seats well with your budget/timeline?
    • Measuring
      • Measuring is far easier on the web than traditional channels
      • Checking your stats
      • Find out what the stats mean
    • Improving
      • Invite feedback
      • Monitor feedback
      • Improve - one thing at a time
      • Monitor feedback
      • Improve again
      • Users expect you to keep improving
      • Users want you to surprise them with more than hidden fees
    • Exercise 7
      • What was your expectation?
      • Did you under deliver? Meet expectations? Over delivered?