Digital strategy workshop OMG.tv Tamir Berkman [email_address]

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

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 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

Targeting

The idea

Execution

Marketing

Measuring

Improving

Research The competition Your brand Your audience Your budget Your timeline

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!

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

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?

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!

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?

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

What social communities are they on?

Where are your evangelists?

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 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

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?

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

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

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

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

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?

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?

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

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

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

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?

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

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.

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?

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

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.

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?

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?

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?)

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?

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

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?

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

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

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?

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

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

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?

What was your expectation?

Did you under deliver? Meet expectations? Over delivered?

Thank you. OMG.tv Tamir Berkman [email_address]