Digital Strategy in the Perfect Storm Presentation for TEKO Design + Business 9 March 2012
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
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Has your organization worked with social media initiatives within the last year? Source: socialsemantic.eu
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: socialsemantic.eu
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
• Purchase of flight tickets, hotel bookings etc.= • Customization of trip • Find the cheapest trip • Trip advice
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
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
Do platforms exist and can we use them? Communication strategy Are your products interesting orCan you speak the language? can you make them interesting?
High involvement • Co-creation of products • Involvement in products • Creation of new involving product • Creation of involving campaign • Digital mass-communicationLow involvement
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
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.
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