Digitalcommunicationstrategysn 090602093708-phpapp02

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Digital Communication Strategy

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Digitalcommunicationstrategysn 090602093708-phpapp02

  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 brandDelivering a service or product via information,entertainment or other added values. In a waythat separates a brand from it’s competitors.
  5. 5. Project:Position Sony Bravia as the top brand for flat screen tv technologyStrap-line (promise):“Color like no other”Strategy:Build awareness and expectation via the web using social mediaFollow up online launch with traditional media buyout.Use web as a channel for feedback and extension
  6. 6. Differentiation Brand Identity Design Separate DeliveryQualification Benefit Experience Build relations
  7. 7. / integration of the brandThe internet can help integrate multiple brand-building approaches on one common platformproviding synergy and consistency.
  8. 8. "Some people only go to MySpace. Its where theyre on allday. Some only go to LinkedIn. Our goal is to make sure thateach supporter online, regardless of where they are, has aconnection with Obama,"Scott Goodstein, Obama’s digital campaign manager
  9. 9. "Because of the Internet, Obama has built a movement.Hes leading a cause.”Alex Castellanos Washington Post
  10. 10. Main site Campaign Communities sites Brand BloggsViral 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 brandAdding continuity and depth to marketingprograms.Increasing engagement and providingdetailed 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 traditionalmarketing...digital never ends.... If youre not sticking around totransform that attention into new relationships, youre wastingyour effort.http://www.mikearauz.com
  20. 20. / amplification of the brandAdding continuity and depth to marketingprograms.Increasing engagement and providingdetailed feedback via measurable effects.
  21. 21. / amplification of the brandAdding continuity and depth to marketingprograms.Increasing engagement and providingdetailed feedback via measurable effects.
  22. 22. Social media marketing is not a replacement for othermarketing tactics. Success with social media toolsrequires 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” Goods Servicescommodities ExperienceExtract Make Deliver Stage
  25. 25. For the customer For Apple and NikeImproves the runners experience Positions both as innovatorsProvides valuable statistics distance, time, Creates returning trafficcalories etc, Increase sales in itunesAllows the runner to share a personalgoals, challenges and soundtracks Increase sales of nike productsMakes you part of a community - challenge Promotes brand loyaltyanyone 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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