46. WE GOT IT!
PLAYERS ONLY SHARE WHEN
THEY LOSE!
UNDERSTAND
THEY CALL IT A “SICK BRAG”
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Monday, 18 March 13
47. BUT “SICK BRAGS” ARE
CONFUSING TO NONE PLAYERS
UNDERSTAND
AND MAKE NO REFERENCE TO
BRAND
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Monday, 18 March 13
48. STEP 6:
DEVELOP THE STRATEGY
(PROPOSITION, CREATIVE, UX)
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49. STRATEGY
ACTION
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50. STRATEGY
FROM CONFUSING, ACTION
EXCLUSIVE “SICK BRAGS”
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51. STRATEGY s
TO SHARABLE, VISUAL CALLS ACTION
TO ACTION
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52. STRATEGY
AN IN-GAME BUTTON THAT SHARES ACTION
YOUR MISERY AUTOMATICALLY
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53. STRATEGY
AND LETS OTHERS DISCUSS HOW ACTION
YOU COULD PLAY IT BETTER
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54. SUPPORTED BY PROMOTIONS, FILM
CONTENT AND USED LIVE ON CHANNEL 4
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Monday, 18 March 13
55. STEP 7:
MEASURE RESULTS
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56. RESULTS
FROM 20% SHARE OF ONLINE POKER
CONVERSATION TO 92%
OVER 1 MILLION BOOM HANDS
SHARED
650% INCREASE OF SOCIAL
TRAFFIC TO POKERSTARS.COM
RECOGNISED AS THE “NIKE+”
OF POKER
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Monday, 18 March 13
57. STEP 8:
SELF-CONGRATULATE
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58. KEY ONE WORD
IN TAKEAWAYS
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59. DIGITAL STRATEGY FOLLOWS
IN ONE WORD
SIMILAR PROCESSES TO
TRADITIONAL STRATEGY
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60. BUT IS MORE ABOUT ACTION,
IN ONE WORD
USER JOURNEYS AND INTERFACE
DESIGN
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61. STRATEGIES THEREFORE HAVE
TO BE INNATELY SOCIAL, UX
IN ONE WORD
DRIVEN AND ORIENTATED IN
ACTION
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62. CONCEPTUALLY, YOUR
IN ONE WORD
STRATEGY SHOULD START WITH
THE BEHAVIOR OF YOUR USER
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63. NOT YOUR BRANDS CONCEPT OF
IN ONE WORD
ITSELF
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64. WE NEED TO MOVE FROM BRAND
IN ONE WORD
AS BROADCASTER TO BRAND AS
ENABLER
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65. DOES YOURONE WORD SOCIAL,
IN IDEA HAVE
ACTION BASED EXECUTIONS
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66. IN ONE WORD
IF NOT, START AGAIN
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67. INTEGRATION IS THE INTER-
OPERATION ONE WORDNOT ONE
IN OF PARTS.
IDEA IN MANY PLACES
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68. UNDERSTAND THE OPERATION,
THE WAY THINGS WORK, AND
IN ONE WORD
ALIGN THAT WITH CONSUMER
INSIGHT
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69. PROVIDE A USEFUL SERVICE,
IN ONE WORD
AND YOUR USER WILL KEEP
COMING BACK.
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70. REMEMBER, NOW THEIR IN
CONTROL. THE BIGGEST DIGITAL
IN ONE WORD
SUCCESSES HAVE BEEN ABOUT
PROVIDING USEFUL SERVICE
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71. NEXT STEP:
HOW WOULD YOU DEVELOP A DIGITAL
STRATEGY?
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Monday, 18 March 13
72. CHALLENGE:
PAIR UP. I’LL BE PUTTING TOGETHER A
DUMMY BRIEF FOR YOUR TEAMS TO ANSWER IN
THE NEAR FUTURE.
THE BEST WILL WIN SOME AWESOME PRIZE.
POSSIBLY A HUG. FROM ROD
(HE GIVES GREAT HUGS)
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Monday, 18 March 13