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Digital Strategy Workshop V1

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This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media …

This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.

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  • 1. Digital strategy workshop OMG.tv Tamir Berkman [email_address]
  • 2. 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
  • 3. What’s it about?
  • 4. 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
  • 5. Digital strategy
    • Research
    • Targeting
    • The idea
    • Execution
    • Marketing
    • Measuring
    • Improving
  • 6. Research
    • The competition
    • Your brand
    • Your audience
    • Your budget
    • Your timeline
  • 7. 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!
  • 8. Brand assets
    • Name, logo
    • Position in market place
    • Current customers
    • Brick and mortar Stores
  • 9. 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?
  • 10. Customer touch points community podcast Web2.0 Application Branded content blog Microsite newsletter Direct email Website Banner Search Social community profile
  • 11. 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!
  • 12. 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?
  • 13. Where are your users?
    • What social communities are they on?
    • Where are your evangelists?
    myspace ebay linkedin Second Life youtube
  • 14. 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?
  • 15. 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
  • 16. 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?
  • 17. The digital tools
    • Blogs
    • Podcasts
    • User generated content
    • Social communities
    • Mobile phones, ipods, psps
    • wikis
    • Web 2.0 applications
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. Users, users, users
    • Does your users trust you?
    • Where are the week points in your consumer touching points?
  • 22. 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?
  • 23. Happy users graph More options to interact Discovery the OMG factor Play a game Give something they need Nothing to say Boring Plain same
  • 24. 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
  • 25. What can I give?
    • Education – 25 points
    • Help - 35 points
    • Entertainment – 50 points
    • Power – 75 points
    • Service – 75 points
    • Personalization – 100 points
  • 26. 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
  • 27. 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?
  • 28. 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
  • 29. 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.
  • 30. 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?
  • 31. 3. Look for the purple cow
    • Something people will talk about
    • Something different
    • Something surprising
    • A story
    • A game
    • A world
  • 32. Your business is media
    • The way you communicate is in your hands.
    • Use digital media more freely, more cheap more targeted, effective.
  • 33. Brand channel
    • A brand becomes a lifestyle, broadcaster, entertainer.
    • What can you offer? Which shows will be popular? What will be your brand channel?
  • 34. 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?
  • 35. 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?)
  • 36. Execution
    • Do they understand this new medium?
    • Do they know strategy or only the technology?
    • what do you have In-house?
  • 37. 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
  • 38. Marketing - traditional
    • Using traditional media – TV, outdoor
    • Mass reach but evangelist poor
    • Costly
    • Quick?
  • 39. 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
  • 40. More marketing
    • Choose the holistic approach
    • Choose to do nothing
    • The form of marketing you choose depends on your problem, goal, timeline and budget
  • 41. Exercise six
    • How will you market your idea?
    • Give a number of ways
    • Is this seats well with your budget/timeline?
  • 42. Measuring
    • Measuring is far easier on the web than traditional channels
    • Checking your stats
    • Find out what the stats mean
  • 43. 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
  • 44. Exercise 7
    • What was your expectation?
    • Did you under deliver? Meet expectations? Over delivered?
  • 45. Thank you. OMG.tv Tamir Berkman [email_address]