This document summarizes Giant Step's approach to digital marketing. It discusses using online experiences to engage audiences across digital platforms. Key aspects include creating branded online environments, designing them to be social and fun, integrating with social media, continuously interacting with audiences, and learning from the experiences. Technology, marketing, and design must be integrated to provide ongoing meaningful experiences. This involves activities, incentives for participation, managing user generated content and data, and adjusting strategies based on engagement levels. An example of their work with Gogo's Crazy Bones is provided, where they created an online club to drive regular visits, sharing, and user participation.

2. About Giant Step [ giantstep.ca ]
• Digital Marketing Agency in Toronto, Canada
• Producing marketing campaigns + online properties
• Focus on branded online experiences
• Many projects since 2003, including work for:

7. The Problem:
How to use
the Internet of 2010
to promote a
Product / Content / Brand
?

8. Solution:
Engage the audience
as much as possible,
wherever they are,
through meaningful interactions

9. 1. Create a branded online environment
2. Design it to be fun, active, and social
3. Integrate with the ‘social media universe’
4. Continuously interact + market directly
5. Learn + Adjust + Repeat
How?

10. Need to integrate Technology + Marketing + Design
to provide on going, meaningful experiences
Technology
Marketing Design
What does it take?

11. Moderation
Fan Club
Hall of Fame
Personal Pages & Content
Watch & Vote
Systems of Engagement
Web Sites
Apps in Social Sites
Mobile Apps
Console Games
Design a system with planned usage in mind (like a vending machine)
Registration
Games Activities
Digital Platforms

12. Casual Games Scoreboard
Creative Activities
Engaging Activities
Massive Multi-Player Games
Branded Social Networks
Crowd Sourcing
Complex Creative Activities
Design branded activities (provide exciting things to do)
Feedback + Support
( follow / vote / review )
Simple Activities Deep / Complex Activities
User-Generated Content

13. Drawing
Postcards
Comics
Videos
Karaoke
Photos
User-Generated Content
Mash-ups
Share
Review
Family
Friends
GroupsSearch / Browse
Vote
Types of Content Types of Engagement With Who?
Create / Update
Follow
Animation
StoriesCharacters
Events
Others

14. User-Generated Content
Tools for Generating Content:

15. User-Generated Content
Tools for Generating Content:

16. User-Generated Content
Tools for Generating Content:

17. User-Generated Content
Tools for Displaying Content:

18. User-Generated Content
Tools for Managing Your Content:

19. User-Generated Content
Tools for Featuring Popular Content:

20. User-Generated Content
Tools for Generating / Displaying / Managing Content

21. Badges of Honor
Virtual Goods
Contests with Real Prizes Hall of Fame Ranking
Coupons
Samples
Incentives
Must provide incentives to participate (something to win)
Tangible Wins Non-Tangible Wins

22. Pay for impressions
according to market prices
( + people know it’s an ad )
Traditional Ads
Pay per Result Ads
( PPI / PPC / PPA )
Creating an environment that
promotes “free” impressions can
save on ad costs / improve results
Online Brand Impressions
Build audience in Social Sites / blogs
Posts
Likes / Follows
Views / Subscribers
Links that direct people to your brand (can be ‘Paid’ or ‘Earned’)
Paid Impressions Earned Impressions

23. Data Mining:
Generating Marketing
Conclusions
Behavioral Targeting
Registrations
Email / Other
Direct Marketing
Sharing / Referrals
Audience Development
Indicating Preferences
Converting ‘Data’
into ‘Information’
Keep Up-to-Date
“Scrubbing” the Data
Engagement helps brands get to know their audiences
Generating Lists Managing Lists Using Lists
Levels of participation
Strategy Adjustments

24. This is a complex process..
You have to build it step by step
..but it will increase the brand’s market influence and sales
Activities
UGC
Incentives
Impressions
Direct Marketing 1:1
Basic Site

25. Need to integrate Technology + Marketing + Design
to provide on going, meaningful experiences
Technology
Marketing Design
What does it take?

26. Technology
Marketing Design
HTML
Flash/Flex
PHP/MySQL
Servers/Hosting
Will it work?
Not slow? Not crush?
On all browsers?
Integration
Testing
Will they
come back?
Bring friends?
Often?
Will they use it?
Enjoy it?
Love it?
Usability
Look & Feel
Brand
Guidelines
Wow Factor
Time spent
UGC posts
Repeat visits
Page visits
Sharing

27. For Example..

28. Gogo’s are collectible toys

29. Gogo’s are collectible toys
Kids collect, trade, and play
simple games with them

30. Hundreds of characters
in several series
+ sticker books,
and other branded
merchandise

31. The Challenge:
GogosCrazyBones.com
Build a site exciting enough that visitors will:
1. Signup
2. Come back regularly
3. Bring friends

32. Solution:
Gogo’s Club
* Gogo’s avatars
* Game competitions
* Creative activity competitions
* Tracking personal collections + more

58. Results:
* Launched in 9 languages + moderation
* Millions of repeat visits per month
* 500,000+ user generated content posts
* Average 10 minutes spent per visit
* High number of page views per visit
* Latest news reported 250M Gogo’s sold in 2009!
* Producing a TV series and Nintendo video games

59. Thank You!
Gil Katz / gil@giantstep.ca
Eyal Katz / eyal@giantstep.ca
giantstep.ca