3 Tragic Flaws That Could Mean Curtains for your Digital Strategy


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Digital strategy. It’s the “how am I going to accomplish my objectives” part of your digital presence. Which is why it’s so important to get it right. Because if you are building process and plans and measurement around a digital strategy that has fundamental flaws, well, you are setting yourself up for tragedy.

But what are those three flaws? What can turn your digital presence into Hamlet instead of the Sound of Music? This webinar will clarify how a critical flaw in your approach to mobile, social, and video can potentially leave your digital presence the victim of hubris rather than exalted by the gods of Olympus (or all your customers, whichever is more important).

Check out a recorded version of the webinar (as well as a slide-by-slide walkthrough) here:


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  • PurposeContentChannels
  • Your digital strategy
  • On average, at least 1 interaction per conversation. Interaction is conversational.
  • 3 Tragic Flaws That Could Mean Curtains for your Digital Strategy

    1. 1. The Three Tragic Flaws(that might mean curtains for your digital strategy)
    2. 2. The Stage is Set
    3. 3. You Are About to Write a New Story
    4. 4. You’ve Put Together a Solid Digital Strategy
    5. 5. Everything is a Go
    6. 6. But Are You Destined For Tragedy?
    7. 7. Your Entire Strategy Might Be Based onSome Tragic Flaws
    8. 8. Three Tragic Digital Strategy Flaws Greek Tragedy Hamartia—hero makes acritical mistake Hubris—hero’s pride keepsthem from realizing theirmistake Anagorisis—hero has arevelation but, well, it’s toolate. Digital Strategy Mobile—that mobile shouldsomehow be a separate partof your strategy Video—that you should justpublish your video to YouTube Social—that it’s just anotherchannel to broadcast yourmessage
    9. 9. Mobile
    10. 10. When You Think of Mobile as Separate
    11. 11. The Result?
    12. 12. What It Really Means… More complicated workflow Content is treated “differently” for mobile Slower time to market More elements of your digital presence to manage
    13. 13. Ciena: Avoiding the Tragic Flaw of Separation13
    14. 14. Same Content, Mobile ExperienceSwipe Touch
    15. 15. It May Seem Confusing But It’s Not RocketScience
    16. 16. Stop Thinking About Devices and More AboutBehavior
    17. 17. Like Ciena Focused workflow on creating content, not converting it Selected content management tool that provided forautomatic conversion of content through mobile“templates” Focused on answering the question, “What kind of content do people want to see when they are notat their computer?”
    18. 18. Video
    19. 19. When You Only Publish to YouTube…
    20. 20. You Are Disconnecting Users From YourStory
    21. 21. What Can You Do? Add “annotations” to your video as Call-to-Actions Doesn’t work on mobile/tablet Use the video description to reinforce how the video fitsinto your story
    22. 22. Annotate Your Videoshttp://www.labnol.org/internet/youtube-links-to-external-sites/26209/
    23. 23. Annotation Example: 3 (UK Mobile Provider)http://www.youtube.com/watch?v=Ekr05T9Iaio
    24. 24. Use Video Descriptions To Reinforce YourStory
    25. 25. The Result?Your website
    26. 26. Social
    27. 27. Social Is Not Just Another Channel
    28. 28. What Can You Do? Keep it in Context Be Your Audience
    29. 29. Keep it in Context
    30. 30. The Trap Of Consistency
    31. 31. Context Is About Targeting
    32. 32. Context In the Digital World
    33. 33. These Two Things Are Not the Same
    34. 34. Facebook Is Not Twitter Is Not LinkedIn Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at thesame time) LinkedIn’s audience are business professionals How to keep content in context Remember the audience of the social network. To whom are youcommunicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff fromyour website with links, you are treating social media like justanother channel…
    35. 35. Tie Product Into Audience
    36. 36. Be Your Audience
    37. 37. Doing It Right: Coca-Cola On average, at least 1interaction per post Interaction is conversationalconnecting the brand with theaudience (multiple likes on thebrand comments)
    38. 38. Not So Doing It Right: British Airways On average, less than 1comment per 5 or six posts Comments are customer-service in nature, addingnothing to the conversation(not interactive)
    39. 39. You Can’t Engage If You Are Observing
    40. 40. Get Plugged In!
    41. 41. Doing It Wrong on Twitter: Coca-Cola Notice the distinct lack ofreferences to anyone Coca-Cola is just using Twitterto distribute messages No interaction…anywhere…(no RTs, no mentions, etc.)
    42. 42. Doing It Right On Twitter: McDonald’s Lots of RTs and mentions Conversations with lots ofdifferent users Direct responses: “Glad you liked them! RT…”
    43. 43. How to Avoid Those Tragic Flaws?
    44. 44. Make Mobile, Video, and Social Part of yourDigital DNA
    45. 45. Thank You