precedent – driving actions & reactions online - 10th april 2014
TRANSCRIPT
DRIVING ACTIONS AND REACTIONSLindsay HerbertMark Russell
• Strategy vs. Reaction• How to use tactics effectively• What does it all mean?
BY THE END OF THE DAY
OUR REPORTS
THE REPORT
REACTING TO CHANGE
DRIVING ACTIONS AND REACTIONS
Precedent’s storyPRECEDENT’S
STORY
Our strategy
• photo of a kangaroo with a laptopOUR STRATEGY
OUR REACTION
STRATEGY VS REACTION
Responding to what you can’t control
Setting a course based on objectives
1) Communicate2) Customise3) Create
WAYS TO REACT: The 3 c’s
WAYS TO REACT: THE TACTICS
Communicate
Customise CreateDigital assets
Personalised experiences
Device context
Online services
Community engagement
TACTICS FROM YOUR STRATEGY
Content strategy
Mobile strategy
Customer experience
strategy
Personalisation strategy
Social media strategy
Digital assets
Device context
Online services
Personalised experiences
Community engagement
TIMEFRAMES
Immediate
Soon This year
COMMUNICATE, CUSTOMISE, CREATE
DRIVING ACTIONS AND REACTIONS
NEED TO ACT IMMEDIATELY?
COMMUNICATEUse your digital assets and your
community
“We wish Cancer Research every success in their campaign and their goals. Polar bear selfies are harder to come by, though as far as we are aware none wear makeup”
First kisses
First kisses
IN SUMMARY
Wildfires rip through New Zealand
Selfies spark cyberbullying in teens
Government pledges funding to Arts
Fires spreading through rural areas and rapidly approaching towns and cities, authorities have warned
“Homes and livelihoods at risk” warn fire fighters
Australian fire fighters ready to help
Pollution levels increasing in urban areas
Experts claim selfies are causing confidence problems in teenagers
Young people are using the trend of taking photos of themselves to seek approval from their peers
Ed Vaizey has announced “an unprecedented commitment to investing in arts and culture across the country.”
10 April 2014
NEED TO ACT SOON?
CUSTOMISEFor the user and the device context
http://mashable.com/2013/11/25/british-airways-billboard/
Dominos
• Tesco bank – trend of people doing more on mobile
IN SUMMARY
Wildfires rip through New Zealand
Selfies spark cyberbullying in teens
Government pledges funding to Arts
Fires spreading through rural areas and rapidly approaching towns and cities, authorities have warned
“Homes and livelihoods at risk” warn fire fighters
Australian fire fighters ready to help
Pollution levels increasing in urban areas
Experts claim selfies are causing confidence problems in teenagers
Young people are using the trend of taking photos of themselves to seek approval from their peers
Ed Vaizey has announced “an unprecedented commitment to investing in arts and culture across the country.”
10 April 2014
NEED TO ACT WITHIN THE YEAR?
CREATEBuild entirely new online services and
offerings
Making devices child-friendly
Universities rolling with the times
IN SUMMARY
Wildfires rip through New Zealand
Selfies spark cyberbullying in teens
Government pledges funding to Arts
Fires spreading through rural areas and rapidly approaching towns and cities, authorities have warned
“Homes and livelihoods at risk” warn fire fighters
Australian fire fighters ready to help
Pollution levels increasing in urban areas
Experts claim selfies are causing confidence problems in teenagers
Young people are using the trend of taking photos of themselves to seek approval from their peers
Ed Vaizey has announced “an unprecedented commitment to investing in arts and culture across the country.”
10 April 2014
BUT WHAT DOESIT ALL MEAN?
• Strategy vs. Reaction• How to use tactics effectively• What does it all mean?
BY THE END OF THE DAY
STRATEGY REACTION
Responding to what you can’t control
Setting a course based on objectives
VS
WAYS TO REACT: THE TACTICS
Communicate
Customise CreateDigital assets
Personalised experiences
Device context
Online services
Community engagement
TACTICS FROM YOUR STRATEGY
Content strategy
Mobile strategy
Customer experience strategy
Personalisation strategy
Social media strategy
Digital assets
Device context
Online services
Personalised experiences
Community engagement
REMEMBER THE KANGAROO?
REMEMBER THE KANGAROO?
A BIT ABOUT PRECEDENT
LONDON
EDINBURGH
CARDIFF
PERTH
MELBOURNE
HONG KONG
WHO WE WORK WITH
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