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 I think it's a pretty good place to start when looking for an online strategy/social media play.

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Digital Strategy Workshop V1

  1. 1. Digital strategy workshop Tamir Berkman [email_address]
  2. 2. It’s not the same as advertising <ul><li>New medium with different rules </li></ul><ul><li>You need to understand the rules or get someone who does </li></ul><ul><li>Traditional advertising rules will not work </li></ul><ul><li>Most of the web & advertising agencies don’t have that knowledge </li></ul>
  3. 3. What’s it about?
  4. 4. Planning is everything <ul><li>Digital strategy is your plan of attack </li></ul><ul><li>Don’t just do it because you can </li></ul><ul><li>Research the playing field </li></ul><ul><li>Come up with your unique solution </li></ul><ul><li>launch </li></ul>
  5. 5. Digital strategy <ul><li>Research </li></ul><ul><li>Targeting </li></ul><ul><li>The idea </li></ul><ul><li>Execution </li></ul><ul><li>Marketing </li></ul><ul><li>Measuring </li></ul><ul><li>Improving </li></ul>
  6. 6. Research <ul><li>The competition </li></ul><ul><li>Your brand </li></ul><ul><li>Your audience </li></ul><ul><li>Your budget </li></ul><ul><li>Your timeline </li></ul>
  7. 7. The competition <ul><li>What are they doing in the digital space? </li></ul><ul><li>Find out how high should your brand jump to be innovative </li></ul><ul><li>How can you be different? </li></ul><ul><li>Do not try and beat them on their own field! The price war has it’s price! </li></ul>
  8. 8. Brand assets <ul><li>Name, logo </li></ul><ul><li>Position in market place </li></ul><ul><li>Current customers </li></ul><ul><li>Brick and mortar Stores </li></ul>
  9. 9. Digital assets <ul><li>Digital properties that grow in value </li></ul><ul><li>A website does not grow in value </li></ul><ul><li>Even though you might get more visitors </li></ul><ul><li>they are not your audience </li></ul><ul><li>A blog grows in value as users are audience </li></ul><ul><li>(keep coming back, passing on the link, </li></ul><ul><li>commenting etc) </li></ul><ul><li>Does your brand have digital assets? </li></ul>
  10. 10. Customer touch points community podcast Web2.0 Application Branded content blog Microsite newsletter Direct email Website Banner Search Social community profile
  11. 11. What am I selling? <ul><li>Nike is not selling shoes – it is selling an “I can” feeling. </li></ul><ul><li>What feelings do you give to your users when they use your product/service? </li></ul><ul><li>What does your audience want to feel/hear? </li></ul><ul><li>This is what you should be selling! </li></ul>
  12. 12. My audience <ul><li>Who are your customers? </li></ul><ul><li>Do you have an audience? </li></ul><ul><li>How do you communicate with them? </li></ul><ul><li>Who are your evangelists? </li></ul><ul><li>Can I offer something to a different target group? </li></ul>
  13. 13. Where are your users? <ul><li>What social communities are they on? </li></ul><ul><li>Where are your evangelists? </li></ul>myspace ebay linkedin Second Life youtube
  14. 14. Exercise one <ul><li>What’s your brand? </li></ul><ul><li>What are you selling? </li></ul><ul><li>Who are your audience? </li></ul><ul><li>What are they doing on the web? </li></ul><ul><li>Who are your evangelists? </li></ul><ul><li>What are they doing on the web? </li></ul>
  15. 15. What’s your problem? <ul><li>Your audience is getting older and you need to reach younger demographic? </li></ul><ul><li>Your competitors are pushing you out? </li></ul><ul><li>You don’t have an email list? </li></ul><ul><li>You have weak period </li></ul>
  16. 16. What’s my goal? <ul><li>To be the most innovative brand? </li></ul><ul><li>To get 20,000 new users? </li></ul><ul><li>To take over summer? </li></ul><ul><li>To get free PR? </li></ul><ul><li>To save money? </li></ul><ul><li>To get a different target demographic? </li></ul><ul><li>To find audience for a new product? </li></ul>
  17. 17. The digital tools <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>User generated content </li></ul><ul><li>Social communities </li></ul><ul><li>Mobile phones, ipods, psps </li></ul><ul><li>wikis </li></ul><ul><li>Web 2.0 applications </li></ul>
  18. 18. What’s your budget considerations look like? <ul><li>I want to try before I buy </li></ul><ul><li>I’m taking everything from TV and putting on digital media </li></ul><ul><li>I want to have an holistic campaign </li></ul><ul><li>I don’t understand how this web thing is costing like a TV campaign </li></ul>
  19. 19. What's your timeline considerations look like? <ul><li>I want short and fast </li></ul><ul><li>I want to build slowly and methodically </li></ul><ul><li>I want to experiment, deep my toe </li></ul><ul><li>I need a summer promotion </li></ul><ul><li>I want to target a different demographic with a specific product/service </li></ul>
  20. 20. Exercise two <ul><li>Come up with a problem to solve </li></ul><ul><li>Come up with a goal </li></ul><ul><li>What is the best digital tool/s for the job and why </li></ul><ul><li>Put a budget and timeline </li></ul>
  21. 21. Users, users, users <ul><li>Does your users trust you? </li></ul><ul><li>Where are the week points in your consumer touching points? </li></ul>
  22. 22. How well do you treat them? <ul><li>Does your users need to hold the line </li></ul><ul><li>For a long time on your customer </li></ul><ul><li>Service line? </li></ul><ul><li>Do your sales representatives </li></ul><ul><li>educate as well as sell? </li></ul><ul><li>Do you have only a form at your </li></ul><ul><li>website contact area? </li></ul>
  23. 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. 24. What you give is what you get <ul><li>Give away a car – get few users for a short time </li></ul><ul><li>Give away conversation, engagement, fun, content, something that empowers the user – get evangelists for life time </li></ul>
  25. 25. What can I give? <ul><li>Education – 25 points </li></ul><ul><li>Help - 35 points </li></ul><ul><li>Entertainment – 50 points </li></ul><ul><li>Power – 75 points </li></ul><ul><li>Service – 75 points </li></ul><ul><li>Personalization – 100 points </li></ul>
  26. 26. The idea <ul><li>Don’t do same </li></ul><ul><li>Try using a few digital tools </li></ul><ul><li>Give users a reason to engage </li></ul><ul><li>Give something for free </li></ul><ul><li>Be authentic </li></ul><ul><li>Tie with a specific event/date </li></ul>
  27. 27. Check list <ul><li>Is the user kicking ass? </li></ul><ul><li>Is it something users will talk about? </li></ul><ul><li>Will this help you to reach your goal? </li></ul><ul><li>Did I maximize digital tools? </li></ul><ul><li>Is this a “world changing” idea? </li></ul><ul><li>Will the media talk about it? </li></ul><ul><li>Can this idea be monetized? </li></ul>
  28. 28. Exercise three <ul><li>What do you give your users now? </li></ul><ul><li>(brochure, loyalty points, free game) </li></ul><ul><li>How will you rate it from the user perspective? </li></ul><ul><li>Do they need what you give them? </li></ul><ul><li>Come up with a user focused idea – something that will enhance users life </li></ul>
  29. 29. 1. Learn from the best <ul><li>google, youtube, myspace. </li></ul><ul><li>How can your brand be more like them? </li></ul><ul><li>Think like a start up – making your evangelists spreading your message, saving money on advertising and making your users your firs concern. </li></ul>
  30. 30. 2. Step out of the category <ul><li>What can you take from other category? </li></ul><ul><li>DIY delivery service? Think about your brand making cars… </li></ul><ul><li>The Nudie story </li></ul><ul><li>Think like the big guys: can you do something that google does? </li></ul>
  31. 31. 3. Look for the purple cow <ul><li>Something people will talk about </li></ul><ul><li>Something different </li></ul><ul><li>Something surprising </li></ul><ul><li>A story </li></ul><ul><li>A game </li></ul><ul><li>A world </li></ul>
  32. 32. Your business is media <ul><li>The way you communicate is in your hands. </li></ul><ul><li>Use digital media more freely, more cheap more targeted, effective. </li></ul>
  33. 33. Brand channel <ul><li>A brand becomes a lifestyle, broadcaster, entertainer. </li></ul><ul><li>What can you offer? Which shows will be popular? What will be your brand channel? </li></ul>
  34. 34. Exercise four <ul><li>Brand channel programming </li></ul><ul><li>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? </li></ul>
  35. 35. Exercise five <ul><li>Can you have a revenue channel? </li></ul><ul><li>Did you think about mobile phone? </li></ul><ul><li>Can you make some alliances? </li></ul><ul><li>How much will you save? </li></ul><ul><li>(bonus question: what is your cost acquisition per customer if you spend 20 million on advertising?) </li></ul>
  36. 36. Execution <ul><li>Do they understand this new medium? </li></ul><ul><li>Do they know strategy or only the technology? </li></ul><ul><li>what do you have In-house? </li></ul>
  37. 37. Who is going to: <ul><li>Research your brand </li></ul><ul><li>Strategize the plan </li></ul><ul><li>Manage the team/operation </li></ul><ul><li>Make the thing </li></ul><ul><li>Keep it going </li></ul><ul><li>Launch it </li></ul><ul><li>Measure it </li></ul><ul><li>Improve it </li></ul>
  38. 38. Marketing - traditional <ul><li>Using traditional media – TV, outdoor </li></ul><ul><li>Mass reach but evangelist poor </li></ul><ul><li>Costly </li></ul><ul><li>Quick? </li></ul>
  39. 39. Marketing - digital <ul><li>Using digital space – blogs, podcasts, social communities, viral marketing </li></ul><ul><li>Niche reach but evangelists rich </li></ul><ul><li>Cheaper than traditional media </li></ul><ul><li>Viral marketing is probably the quickest way </li></ul>
  40. 40. More marketing <ul><li>Choose the holistic approach </li></ul><ul><li>Choose to do nothing </li></ul><ul><li>The form of marketing you choose depends on your problem, goal, timeline and budget </li></ul>
  41. 41. Exercise six <ul><li>How will you market your idea? </li></ul><ul><li>Give a number of ways </li></ul><ul><li>Is this seats well with your budget/timeline? </li></ul>
  42. 42. Measuring <ul><li>Measuring is far easier on the web than traditional channels </li></ul><ul><li>Checking your stats </li></ul><ul><li>Find out what the stats mean </li></ul>
  43. 43. Improving <ul><li>Invite feedback </li></ul><ul><li>Monitor feedback </li></ul><ul><li>Improve - one thing at a time </li></ul><ul><li>Monitor feedback </li></ul><ul><li>Improve again </li></ul><ul><li>Users expect you to keep improving </li></ul><ul><li>Users want you to surprise them with more than hidden fees </li></ul>
  44. 44. Exercise 7 <ul><li>What was your expectation? </li></ul><ul><li>Did you under deliver? Meet expectations? Over delivered? </li></ul>
  45. 45. Thank you. Tamir Berkman [email_address]
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