Presentation for TEKO Design + Business


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Presentation for TEKO Design + Business

  1. 1. Digital Strategy in the Perfect Storm Presentation for TEKO Design + Business 9 March 2012
  2. 2. Man kan som læser både blive inspireret,bekræftet og provokeret af Peters social mediabibel. Jeg blev alle tre ting. Bogen er nødvendiglæsning for dansk erhvervsliv.Perspektiveringerne fra en trænet web 2.0discipel som Peter er skarpe og bådeintellektuelt og operationelt stimulerende.Joachim Rubow, KoncernmarketingdirektørDanske Bank Group  
  3. 3. Tweet about this presentation:#petersvarretalks
  4. 4. Has your organization worked with social media initiatives within the last year? Source:
  5. 5. Central coordination and targeted planning Sporadic initiatives and no clear planning We are testingA couple of employees are testing without a clear deadline Other Source:
  6. 6. The Result
  7. 7. Time to get serious!
  8. 8. Sociale Media is a Perfect Storm
  9. 9. DigitizationUser Creation
  10. 10. Non-professionals create products North West: North East: Mass- The Eye of the customization Perfect StormPhysical Digitaleconomy Economy South West: South East: Traditional Digital Professional economy services Only professionals create products
  11. 11. An example: The Travel Business
  12. 12. There once was a travel agency:
  13. 13. • Purchase of flight tickets, hotel bookings etc.= • Customization of trip • Find the cheapest trip • Trip advice
  14. 14. Non-professionals create products Customization of Trip advice tripPhysical Digitaleconomy Economy Purchase of flight Price comparison tickets, hotel (Find the cheapest bookings etc. trip) Only professionals create products
  15. 15. Excercise
  16. 16. Spend 2 minutes with the person next to you and find four different companies or business areas that correspond to the four different corners
  17. 17. CommunicationStrategy in the Perfect Storm
  18. 18. The old world Recipient Consumer Media TV Communi-Company Message Radio cation Papers
  19. 19. Non-professionals create productsPhysical Digitaleconomy Economy Only professionals create products
  20. 20. The conversation takesplace without the companies
  21. 21. But companiescan become part of this conversation
  22. 22. 3 basic rules
  23. 23. Choose the right platform
  24. 24. Speak the language
  25. 25. Be interesting
  26. 26. High-involvement Potential for conversation but it Large potential for conversation must be digitized - Choose the right platform and - Make products digital or create speak the language and everything bridges to the digital world more or less happens by itself.Physical Digitalproduct product Low potential for conversation Potential for aided conversation - Motivate people to talk about - Make your products more your products when they are interesting or create new using them and they are products. engaged. - Make products digital or create bridges to the digital world. Low-involvement
  27. 27. Do platforms exist and can we use them? Communication strategy Are your products interesting orCan you speak the language? can you make them interesting?
  28. 28. High involvement • Co-creation of products • Involvement in products • Creation of new involving product • Creation of involving campaign • Digital mass-communicationLow involvement
  29. 29. Co-creation of products
  30. 30. Involvement in products
  31. 31. 5 Types of Involvement1. Involvement around rating, comments and improvement of products.2. Involvement around service3. Involvement around usage of products4. Involvement around product conversations5. Involvement around the creation of the products
  32. 32. Creation of newinvolving product
  33. 33. Creation of involving campaign
  34. 34. On Twitter, @Alyssa_Milano wrote "Areyou flirting with me, @oldspice guy?"
  35. 35. Digital mass-communication
  36. 36. Excercise
  37. 37. 1. Create 4-5 five groups2. Select one of the companies from the previous excercise3. Talk about: – The product – The market – The customers4. Select one or more of the five communcation strategies and describe how the company could use this strategy to sell more products – Talk about the relevant platforms – Talk about how to become interesting5. Present your communication strategy to all of us.
  38. 38. Find this presentation on