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Digital Communication Strategy

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A lecture given at Berghs School of Communication 2nd June '09

Published in: Design, Business, Technology
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Digital Communication Strategy

  1. 1. Digital Communication Strategy Steinar Danielsen Creative director and co-founder of
  2. 2. what can the internet provide a brand?
  3. 3. what can the internet provide a brand? ‣ differentiation ‣ integration ‣ amplification
  4. 4. / differentiation of the brand Delivering a service or product via information, entertainment or other added values. In a way that separates a brand from it’s competitors.
  5. 5. Project: Position Sony Bravia as the top brand for flat screen tv technology Strap-line (promise): “Color like no other” Strategy: Build awareness and expectation via the web using social media Follow up online launch with traditional media buyout. Use web as a channel for feedback and extension
  6. 6. Differentiation Brand Identity Design Separate Delivery Qualification Benefit Experience Build relations
  7. 7. / integration of the brand The internet can help integrate multiple brand- building approaches on one common platform providing synergy and consistency.
  8. 8. quot;Some people only go to MySpace. It's where they're on all day. Some only go to LinkedIn. Our goal is to make sure that each supporter online, regardless of where they are, has a connection with Obama,quot; Scott Goodstein, Obama’s digital campaign manager
  9. 9. quot;Because of the Internet, Obama has built a movement. He's leading a cause.” Alex Castellanos Washington Post
  10. 10. Main site Campaign Communities sites Bloggs Viral Brand Web-PR Banners Search Engines
  11. 11. http://www.aglassandahalffullproductions.com/
  12. 12. http://skittles.com/
  13. 13. http://skittles.com/
  14. 14. http://skittles.com/
  15. 15. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
  16. 16. Brand Message Audience
  17. 17. Brand Message Audience
  18. 18. “What can I learn from you?” “What can I get from you?”
  19. 19. Let go of the campaign mindset. Digital is not like traditional marketing...digital never ends.... If you're not sticking around to transform that attention into new relationships, you're wasting your effort. http://www.mikearauz.com
  20. 20. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
  21. 21. / amplification of the brand Adding continuity and depth to marketing programs. Increasing engagement and providing detailed feedback via measurable effects.
  22. 22. Social media marketing is not a replacement for other marketing tactics. Success with social media tools requires time and effort, not money. Gerd Leonhard http://www.mediafuturist.com/
  23. 23. / Enter the experience culture
  24. 24. The progression of economic value Joseph Pine “The experience economy” commodities Goods Services Experience Extract Make Deliver Stage
  25. 25. For the customer For Apple and Nike Improves the runners experience Positions both as innovators Provides valuable statistics distance, time, Creates returning traffic calories etc, Increase sales in itunes Allows the runner to share a personal goals, challenges and soundtracks Increase sales of nike products Makes you part of a community - challenge Promotes brand loyalty anyone anywhere to a race
  26. 26. What should a brand do on the internet?
  27. 27. What should a brand do on the internet? ‣ Take it seriously! (your customers do) ‣ Think web and not just website ‣ Create open discussions ‣ Listen & Learn ‣ Adapt & Evolve ‣ Experiment

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