digital strategy workshop v1

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Digital strategy workshop OMG.tv Tamir Berkman [email protected]

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Post on 11-Aug-2014

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This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.

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Page 1: Digital Strategy Workshop V1

Digital strategy workshop

OMG.tvTamir [email protected]

Page 2: Digital Strategy Workshop V1

It’s not the same as advertising• New medium with different rules• You need to understand the rules or

get someone who does• Traditional advertising rules will not

work• Most of the web & advertising

agencies don’t have that knowledge

Page 3: Digital Strategy Workshop V1

What’s it about?

Page 4: Digital Strategy Workshop V1

Planning is everything• Digital strategy is your plan of attack• Don’t just do it because you can

• Research the playing field• Come up with your unique solution• launch

Page 5: Digital Strategy Workshop V1

Digital strategy • Research• Targeting• The idea• Execution• Marketing• Measuring• Improving

Page 6: Digital Strategy Workshop V1

Research• The competition• Your brand• Your audience• Your budget• Your timeline

Page 7: Digital Strategy Workshop V1

The competition• What are they doing in the digital

space? • Find out how high should your brand

jump to be innovative• How can you be different?• Do not try and beat them on their

own field! The price war has it’s price!

Page 8: Digital Strategy Workshop V1

Brand assets• Name, logo• Position in market place• Current customers• Brick and mortar Stores

Page 9: Digital Strategy Workshop V1

Digital assets• Digital properties that grow in value

• A website does not grow in valueEven though you might get more visitors they are not your audience• A blog grows in value as users are audience (keep coming back, passing on the link,commenting etc)

• Does your brand have digital assets?

Page 10: Digital Strategy Workshop V1

community

podcastWeb2.0 Application

Branded content

blog

Microsite

newsletter

Direct email

Website

Banner

Search

Social communityprofile

Customer touch points

Page 11: Digital Strategy Workshop V1

What am I selling?• Nike is not selling shoes – it is selling

an “I can” feeling.• What feelings do you give to your

users when they use your product/service?

• What does your audience want to feel/hear?

• This is what you should be selling!

Page 12: Digital Strategy Workshop V1

My audience• Who are your customers?• Do you have an audience?• How do you communicate with

them?• Who are your evangelists?• Can I offer something to a different

target group?

Page 13: Digital Strategy Workshop V1

Where are your users?• What social communities are they

on?• Where are your evangelists?

myspace ebay

linkedinSecond Life

youtube

Page 14: Digital Strategy Workshop V1

Exercise one• What’s your brand?• What are you selling?• Who are your audience?• What are they doing on the web?• Who are your evangelists?• What are they doing on the web?

Page 15: Digital Strategy Workshop V1

What’s your problem?• Your audience is getting older and

you need to reach younger demographic?

• Your competitors are pushing you out?

• You don’t have an email list?• You have weak period

Page 16: Digital Strategy Workshop V1

What’s my goal?• To be the most innovative brand?• To get 20,000 new users?• To take over summer?• To get free PR?• To save money?• To get a different target

demographic?• To find audience for a new product?

Page 17: Digital Strategy Workshop V1

The digital tools• Blogs• Podcasts• User generated content• Social communities• Mobile phones, ipods, psps• wikis• Web 2.0 applications

Page 18: Digital Strategy Workshop V1

What’s your budget considerations look like?

• I want to try before I buy• I’m taking everything from TV and

putting on digital media• I want to have an holistic campaign• I don’t understand how this web

thing is costing like a TV campaign

Page 19: Digital Strategy Workshop V1

What's your timeline considerations look like?

• I want short and fast• I want to build slowly and

methodically• I want to experiment, deep my toe• I need a summer promotion• I want to target a different

demographic with a specific product/service

Page 20: Digital Strategy Workshop V1

Exercise two• Come up with a problem to solve• Come up with a goal• What is the best digital tool/s for the

job and why• Put a budget and timeline

Page 21: Digital Strategy Workshop V1

Users, users, users• Does your users trust you?• Where are the week points in your

consumer touching points?

Page 22: Digital Strategy Workshop V1

How well do you treat them?

• Does your users need to hold the line For a long time on your customer Service line? • Do your sales representatives educate as well as sell?• Do you have only a form at your website contact area?

Page 23: Digital Strategy Workshop V1

Happy users graph

More options to interactDiscovery

the OMG factorPlay a game

Give something they need

Nothing to say

Boring

Plain

same

Page 24: Digital Strategy Workshop V1

What you give is what you get• Give away a car – get few users for a

short time• Give away conversation,

engagement, fun, content, something that empowers the user – get evangelists for life time

Page 25: Digital Strategy Workshop V1

What can I give?

• Education – 25 points• Help - 35 points• Entertainment – 50 points• Power – 75 points• Service – 75 points• Personalization – 100 points

Page 26: Digital Strategy Workshop V1

The idea• Don’t do same• Try using a few digital tools• Give users a reason to engage• Give something for free• Be authentic• Tie with a specific event/date

Page 27: Digital Strategy Workshop V1

Check list• Is the user kicking ass?• Is it something users will talk about?• Will this help you to reach your goal?• Did I maximize digital tools?• Is this a “world changing” idea?• Will the media talk about it?• Can this idea be monetized?

Page 28: Digital Strategy Workshop V1

Exercise three• What do you give your users now?(brochure, loyalty points, free game)• How will you rate it from the user

perspective? • Do they need what you give them?• Come up with a user focused idea –

something that will enhance users life

Page 29: Digital Strategy Workshop V1

1. Learn from the best• google, youtube, myspace.• How can your brand be more like

them?• Think like a start up – making your

evangelists spreading your message, saving money on advertising and making your users your firs concern.

Page 30: Digital Strategy Workshop V1

2. Step out of the category• What can you take from other

category?• DIY delivery service? Think about

your brand making cars…• The Nudie story• Think like the big guys: can you do

something that google does?

Page 31: Digital Strategy Workshop V1

3. Look for the purple cow• Something people will talk about• Something different• Something surprising• A story• A game• A world

Page 32: Digital Strategy Workshop V1

Your business is media• The way you communicate is in your

hands. • Use digital media more freely, more

cheap more targeted, effective.

Page 33: Digital Strategy Workshop V1

Brand channel• A brand becomes a lifestyle,

broadcaster, entertainer.• What can you offer? Which shows will

be popular? What will be your brand channel?

Page 34: Digital Strategy Workshop V1

Exercise four• Brand channel programming• Write down a day in your brand

channel. Which shows will be on and when? Which is the target audience for every show? Who is going to manage/film/develop it?

Page 35: Digital Strategy Workshop V1

Exercise five• Can you have a revenue channel?• Did you think about mobile phone?• Can you make some alliances?

• How much will you save?• (bonus question: what is your cost

acquisition per customer if you spend 20 million on advertising?)

Page 36: Digital Strategy Workshop V1

Execution• Do they understand this new

medium?• Do they know strategy or only the

technology?• what do you have In-house?•

Page 37: Digital Strategy Workshop V1

Who is going to:• Research your brand• Strategize the plan• Manage the team/operation• Make the thing• Keep it going• Launch it• Measure it• Improve it

Page 38: Digital Strategy Workshop V1

Marketing - traditional• Using traditional media – TV, outdoor• Mass reach but evangelist poor• Costly• Quick?

Page 39: Digital Strategy Workshop V1

Marketing - digital• Using digital space – blogs, podcasts,

social communities, viral marketing• Niche reach but evangelists rich• Cheaper than traditional media• Viral marketing is probably the

quickest way

Page 40: Digital Strategy Workshop V1

More marketing• Choose the holistic approach• Choose to do nothing

• The form of marketing you choose depends on your problem, goal, timeline and budget

Page 41: Digital Strategy Workshop V1

Exercise six• How will you market your idea?• Give a number of ways

• Is this seats well with your budget/timeline?

Page 42: Digital Strategy Workshop V1

Measuring• Measuring is far easier on the web

than traditional channels

• Checking your stats• Find out what the stats mean

Page 43: Digital Strategy Workshop V1

Improving• Invite feedback• Monitor feedback• Improve - one thing at a time• Monitor feedback• Improve again

• Users expect you to keep improving• Users want you to surprise them with

more than hidden fees

Page 44: Digital Strategy Workshop V1

Exercise 7• What was your expectation?• Did you under deliver? Meet

expectations? Over delivered?

Page 45: Digital Strategy Workshop V1

Thank you.

OMG.tvTamir [email protected]