This presentation details the current landscape of connected apps, websites, banners, and microsites and why its important to have a coherent digital strategy. There is a shift away from one big idea to lots of smaller connected solutions that brings with it user participation.

1. WHO AM I?
HI ALL, MY NAME IS TOM ELDRIDGE
I AM A DIGITAL STRATEGIST WORKING IN THE
ENTERTAINMENT INDUSTRY, BLOGGER, AND ENTHUSIASTIC
USER

2. INVISIBLE//INK//DIGITAL
“THE NEW SOCIAL MEDIA
CONTRACT”
HTTP://INVISIBLEINKDIGITAL.COM

3. CONTENTS
CURRENT DIGITAL LANDSCAPE
WHAT IS DIGITAL STRATEGY?
WHY HAVE A DIGITAL STRATEGY
DOMINO PIZZA - A CASE STUDY
THE ROLE OF THE DIGITAL STRATEGIST
THE LINK BETWEEN VIEWING,
PARTICIPATING AND ADVOCATING
THE SOCIAL MEDIA CONTRACT
LISTEN IN
...AND FEEDBACK

4. WHAT IS THE CURRENT DIGITAL
LANDSCAPE?
AN ARCHIPELAGO OF
CONNECTED APPS AND
WEBSITES.
BUT THERE IS NO CENTRE,
NO ONE BIG IDEA
...JUST LOTS OF SMALL IDEAS
THE KEY IS TO BRING
COHERENCE TO A
DISORGANISED SOCIAL
NETWORK...TO BUILD LINKS
BETWEEN THESE
DISCONNECTED ISLANDS

5. WHAT IS DIGITAL STRATEGY
WHAT DOES DIGITAL
PLANNING MEAN IN THE
DIGITAL AGE?
INSIGHT - WHAT IS THE USER
DOING/SEEKING AND HOW
CAN A DEVICE OR CHANNEL
FULFIL THAT NEED
PARTICIPATION IS KEY (GIVE
EXAMPLES OF “PEOPLE
POWERED IDEAS”)
THE LINK BETWEEN VIEWING,
PARTICIPATING AND
ADVOCATING

6. WHY HAVE A DIGITAL STRATEGY?
THERE IS A NEED TO TIE DIGITAL
STRATEGY TO A WORLD WHERE
INFORMATION IS CONSTANTLY
CHANGING
WITHOUT A MAP AND COMPASS
NECESSARY TO MAKE SENSE
OF THE CHANGING DIGITAL
LANDSCAPE, YOU CAN’T
POSSIBLY IMPLEMENT A
SUCCESSFUL OUTCOME

7. DOMINO PIZZA DIGITAL STRATEGY
DOMINO PIZZA HAS A
NUMBER OF DIFFERENT
DIGITAL CHANNELS
EACH DIGITAL CHANNEL
ENGAGES WITH ITS USERS IN
DIFFERENT WAYS
MAY 2010 DOMINO’S
LAUNCHED ITS UK
PROMOTION ON
FOURSQUARE, WHICH
ENCOURAGES USERS TO
CHECK-IN AT ITS OUTLETS

8. DOMINO PIZZA DIGITAL STRATEGY - THE
RESULTS
DOMINO PIZZA’S MATURE
DIGITAL STRATEGY IS PAYING
OFF
DOMINO PIZZA’S E-COMMERCE
UNIT HAD GROWN BY 61.4% IN
2010
DOMINO PIZZA ONLINE SALES
NOW ACCOUNTED FOR 32.7% OF
ITS OVERALL UK DELIVERED
SALES

9. DIGITAL STRATEGIST - ROLE
THE DIGITAL STRATEGIST OCCUPIES THE RAW SPACE BETWEEN THE
ENABLING TECHNOLOGY, THE CREATIVE IDEA, THE BUSINESS GOAL, THE
BRAND, AND ULTIMATELY THE USER
DIGITAL STRATEGIST SIT IN THE MIDDLE BETWEEN THE CREATIVE AND THE
TECHNICAL TEAMS
DIGITAL
CREATIVE TECHNICAL
STRATEGIST

10. DIGITAL STRATEGIST - ROLE
DEFINE THE BUSINESS PROBLEM ACTION FEEDBACK
DEVELOP SOLUTION
DEFINE THE USERS PROBLEM
LISTEN IN
ID THE ROLE FOR PARTICIPATION

11. THE IMPORTANCE OF USER INSIGHTS CANNOT BE OVERLOOKED
EFFECTIVE IDEAS ARE DRIVEN MORE BY SOCIAL INTERACTION
THE KEY IS HOW PEOPLE PLAY A ROLE TO PARTICIPATE IN AN
IDEA
THE LINK BETWEEN VIEWING, PARTICIPATING, AND
ADVOCATING

12. SOCIAL MEDIA CONTRACT
MICRO-SOCIAL INTERACTION REPLACES ‘A BIG IDEA’
UNDERSTANDING ‘THE ROLE OF USERS’ CONTENT’ NEEDS TO BE TAKEN INTO ACCOUNT TO
INCREASE THE IMPACT
THE BINDING CONTRACT HOOKS THE USER IN - SKIN IN THE GAME
THE STATIC WEBSITE/APP IS DEAD - THE SOCIAL MEDIA CONTRACT DEMANDS ACTION >
REACTION

13. LISTEN IN...
WHAT DO USERS SAY
ABOUT A BRAND
RATHER THAN WHAT
THE BRAND TELLS THE
USER
THE BRAND... LISTEN
TO WHAT PEOPLE ARE
SAYING AND KNOW
WHEN TO JOIN THE
CONVERSATION

14. ...AND RESPOND TO FEEDBACK
SCHEDULED ACTIVITIES THAT ENCOURAGE INTERACTION
FROM FANS AND FRIENDS
EAR TO THE GROUND AND PLAN OF ACTION TO RESPOND
RINSE AND SPIN - EVALUATING FEEDBACK AND WHEN TO
APPLY IT

15. CREDITS
ALL CREDIT DUE TO THE FOLLOWING CREATIVE PEOPLE
GARY HAYES & LAUREL PAPWORTH- ONLINE
COLLABORATION UNIVERSE
DENIS COLLETTE - DUCKS
ANDREW BECRAFT - LEGO FIGURES
MARK SMICIKLAS - SOCIAL MEDIA IS CHANGING BUSINESS
OVERSOCIALIZED - SOCIAL MEDIA PARTICIPATION CHART

16. MY DIGITAL CRUMBS
HTTP://INVISIBLEINKDIGITAL.COM
HTTP://UK.LINKEDIN.COM/IN/TOMELDRIDGE
HTTP://TWITTER.COM/INVISIBLDIGITL
HTTP://WWW.SLIDESHARE.NET/INVISIBLEINKDIGITAL