ANA ANDJELIC@andjelicaaa
WHAT IS DIGITAL STRATEGY ANDWHY AGENCIES NEED IT11.18.11
LET’S HOLD OFF ON THE DEFINITION OF DIGITALPLANNING FOR A MOMENT.“Fields in which definition is now a settled matter tend t...
AT THE SAME TIME, THE NEED IS THERE.A few things that we dealing with, on a daily basis.•   We are forced to think (more t...
Publish   Create    Sell Share     Play    AggregateConnect   Remix    Review
MONEY IS THERE, TOO.                                          In only 8     Etsy, social                         years, co...
ALL THESE NEW MODELS CHANGE CONSUMERS’HABITS AND SHAPE THEIR EXPECTATIONS.
OUR JOBCreate a plan for arranging elements in such a wayas best to accomplish a particular purpose.
CREATE A PLAN FOR ARRANGING ELEMENTS IN SUCHA WAY AS BEST TO ACCOMPLISH A PARTICULARPURPOSE
ALL OF THIS IS TO SAYSolution to clients’ problems is not always communication*                                 *If the so...
1. BEGIN WITH THE CUSTOMER
INQUIRE: HOW DO THEY THINK ABOUT THECATEGORY? HOW DO THEY PERCEIVE THE BRAND?HOW DO THEY TALK ABOUT THE PRODUCT?
DIGITAL TRACES ARE EVERYWHEREPEOPLE         COMMUNICATE         SHARE         UPDATE         TRACK         COMMENT        ...
PERSONAS           DESCRIPTION:           Love spending time online, but mostly passively consume web content -           ...
2. START MAKING YOUR BRIEFS DIGITAL                                WHERE &         SUCCESS    IDEA           TASKS        ...
3. ADOPT A SYSTEMS APPROACH                                  OOH                   BRAND STORY          EVENTS            ...
4. VISUALIZE THE BRAND EXPERIENCE FLOW         AWARENESS                     RE                       VI                  ...
4. VISUALIZE THE BRAND EXPERIENCE FLOW                                     ENGAGEMENT                                     ...
5. MAKE EACH POINT WORK FOR YOU                     #, %                                   #, %       #, %                ...
THIS IS NOT A THEORY
THANKS!
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What is Digital Strategy and Why Agencies Need It?

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What is Digital Strategy and Why Agencies Need It?

  1. 1. ANA ANDJELIC@andjelicaaa
  2. 2. WHAT IS DIGITAL STRATEGY ANDWHY AGENCIES NEED IT11.18.11
  3. 3. LET’S HOLD OFF ON THE DEFINITION OF DIGITALPLANNING FOR A MOMENT.“Fields in which definition is now a settled matter tend to be lethargic, dying, or deadfields, where inquiry no longer provides challenges to what is accepted as truth.” Richard Buchanan
  4. 4. AT THE SAME TIME, THE NEED IS THERE.A few things that we dealing with, on a daily basis.• We are forced to think (more than before) how to create value for both customers and clients• We are challenged to make the evolving relationship between buyers and sellers work for us.• We are faced with networks, not just individual consumers
  5. 5. Publish Create Sell Share Play AggregateConnect Remix Review
  6. 6. MONEY IS THERE, TOO. In only 8 Etsy, social years, couch market for surfing built a crafts, has network ofmore than $5.7 1.2M members and couches $179.4 million across the of goods sold. globe. Groupon has Consumer 4,400,000 peer-to-peer subscribers rental market is and $173M to a $26 billion in funding. industry.
  7. 7. ALL THESE NEW MODELS CHANGE CONSUMERS’HABITS AND SHAPE THEIR EXPECTATIONS.
  8. 8. OUR JOBCreate a plan for arranging elements in such a wayas best to accomplish a particular purpose.
  9. 9. CREATE A PLAN FOR ARRANGING ELEMENTS IN SUCHA WAY AS BEST TO ACCOMPLISH A PARTICULARPURPOSE
  10. 10. ALL OF THIS IS TO SAYSolution to clients’ problems is not always communication* *If the solution is not always communication, then what is it?
  11. 11. 1. BEGIN WITH THE CUSTOMER
  12. 12. INQUIRE: HOW DO THEY THINK ABOUT THECATEGORY? HOW DO THEY PERCEIVE THE BRAND?HOW DO THEY TALK ABOUT THE PRODUCT?
  13. 13. DIGITAL TRACES ARE EVERYWHEREPEOPLE COMMUNICATE SHARE UPDATE TRACK COMMENT CONNECT ... but the difference is that we can now see all of that.
  14. 14. PERSONAS DESCRIPTION: Love spending time online, but mostly passively consume web content - they watch videos, play games, browse through photos, and participate in whatever draws their attention. They may pass the content along, but their social graphs are not big, so the spread doesn’t get very far. WHERE WE CAN FIND THEM: They are mostly on the mainstream online destinations, like ESPN, CNN, BEST BUY, and big social networks like Facebook. GOALS: Get Entry Lever User interested in our content and rewards, reward them for trying it out, and drive key applications. TASKS: • Offer exclusive downloads • Provide online rewards • Secure discounts from partners
  15. 15. 2. START MAKING YOUR BRIEFS DIGITAL WHERE & SUCCESS IDEA TASKS HOW METRICS How do we How are we What are the How are werespond to our going to get media tactics going to define challenge? there? and consumer success? touchpoints?
  16. 16. 3. ADOPT A SYSTEMS APPROACH OOH BRAND STORY EVENTS BLOGS & EARNED MEDIA
  17. 17. 4. VISUALIZE THE BRAND EXPERIENCE FLOW AWARENESS RE VI LOYALTY EW S AN NT D CO ME M GE M EN GA TS EN LS ACQUISITION T OO E VIC SER CONSIDERATION
  18. 18. 4. VISUALIZE THE BRAND EXPERIENCE FLOW ENGAGEMENT N LOYALTY TIO I RA CO P INS NV ER SAT TY INI REMINDER ION A FF E NC LUE INF G& RIN A SH AWARENESS
  19. 19. 5. MAKE EACH POINT WORK FOR YOU #, % #, % #, % #, % #, % #, % #, %
  20. 20. THIS IS NOT A THEORY
  21. 21. THANKS!

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