DIGITAL STRATEGY FOR PLAYGROUND SESSIONS

SKILLSHARE ASSIGNMENT „HOW TO BECOME A GREAT DIGITAL STRATEGIST“ BY JULIAN COLE

LIANE SIEBENHAAR @L7H #DIGISTRAT

LESEPRÄSE

7 STRATEGIC QUESTIONS:

#1 Where do we come from?

#2

#3

#4

#5

#6

#7

Where do we want to go?

Who are we talking to?

What do we have to tell them?

How do we have to tell them that?

Where and when do we have to tell them that?

How do we measure our success?

1 WHERE DO WE COME FROM?

Whilst the global physical music industry suffers its worst downturn in history, the global digital music industry has increased by 104% within the past 5 years. Its total turnover in 2011 is valued at $5,2 billion.

Source: IFPI, Digital Music Report 2012

In fact digital is reinventing the whole music industry. With new age stars like Lykke Li. New age platforms like Spotify. New age games like Guitar Hero. New age apps like Tabs or new age videos like Allisnotlo.st.

Source: New York Times & Mobiledia.com 2012

And Playground Sessions perfectly fits into this movement. It is an interactive piano learning software. A mix of Guitar Hero & Rosetta Stone that has the potential to revolutionize the way of learning piano forever.

Source: Playground Sessions Brief, 2012

It’s not only easy, fun and social, but also more affordable. Until now Playground Sessions has used self-taught pianist David Sides to promote the software. The problem: its brand awareness is still considerably low.

Source: Playground Sessions Brief, 2012

2 WHERE DO WE WANT TO GO?

Now it‘s time to set the second milestone. Our communication priority: create awareness for the game changer. Quantified: 5,000 new customers within 2013, converting from 750,000 website visitors. budget: $200,000

Source: Playground Sessions Brief, 2012, Photo: Mortality

3 WHO ARE WE TALKING TO?

OUR PRIMARY TARGET GROUP:

FIRST TIME TEENS ESTIMATED US MARKET

POTENTIAL: 5 MIO.

•  Amy, 15, San Francisco. She still goes to school and lives with her parents. The most important thing in her life are her best girlfriends.

•  With them she has enormous fun fashion blogging, chatting about boys and shooting music videos. Usually all ends up on Facebook.

•  Amy always wanted to play an instrument. If she could play piano she’d play her favorite song Apologize by OneRepublic or sing along.

•  She has already searched for tutorials. But self teaching is frustrating & quickly gets boring. If she knew it, PS would be on top of her wish list.

Source: Forsa/Statista, Asia Times, Twitter Advanced Search, Google Trends 2012, Photo: Flickr, Badjonni

OUR SECONDARY TARGET GROUP:

TEEN PARENTS ESTIMATED US MARKET

POTENTIAL: 10 MIO.

•  Joe & Sandy. They are both in their early 40’s. He works full time as manager in a finance company. She part time in a home deco store.

•  Both went to high school, have a good income, a flat and 2 cars and in their free time they like to spend time with their family and do sports.

•  Joe is not so much into music. But Sandy played Piano herself. She thinks that Amy is old enough to decide what she wants to do.

•  If Amy asked her for Piano software for $149 she would first have to research it, but quickly see the value in it and buy it as a gift.

Source: Wikipedia, Average Joe, JVM-Wozi.de 2012, Photo: Flickr, Elmira College

THEIR MEDIA USAGE:

Source: TNS Digital Life 2010, Verbraucheranalyse 2012 - German data, Photo: Flickr, Elmira College

While their parents are more into traditional media our First Time Teens can be perfectly reached online. 70% really like to use the internet in their free time. With 34% most important to them is to connect with friends online.

NEWSPAPER: 5% vs. 21%

ONLINE: 70% vs. 33%

MAGAZINES: 15% vs. 17%

GO SHOPPING/OOH: 37% vs. 16%

RADIO: 9% vs. 22%

TV: 53% vs. 46%

FIRST TIME TEENS TEEN PARENTS REALLY LIKE USING:

ROLES IN THE PURCHASE PROCESS:

FIRST TIME TEENS

Source: Statisticbrain 2012, Photo: Flickr, Badjonni, Elmira College

TEEN PARENTS Priority at stage of purchase

I EVALUATE & BUY

I WISH & PLAY

Priority at stage of awareness, consideration and preference

COMMUNICATION

FOCUS!!!

Furthermore, First Time Teens really are the ones who decide and wish for the product. Thus, our communication should be focused on them - but having their parents in the back of our minds for the buying moment.

4 WHAT DO WE HAVE

TO TELL THEM?

OUR PROPOSITION:

“I wish I could play the piano. If it wasn't just so hard to learn”

There is a new interactive software. It makes it easy & fun to learn piano!

Source: Photo: Fllickr, Badjonni

BEFORE THE CAMPAIGN: AFTER THE CAMPAIGN:

OUR PROPOSITION:

“I wish I could play the piano. If it wasn't just so hard to learn”

There is a new interactive software. It makes it easy & fun to learn piano!

Source: Photo: Fllickr, Badjonni

BEFORE THE CAMPAIGN: AFTER THE CAMPAIGN:

OUR PROPOSITION:

WITH PLAYGROUND SESSIONS LEARNING THE PIANO IS LIKE A GAME!

OUR PROPOSITION:

“I wish I could play the piano. If it wasn't just so hard to learn”

There is a new interactive software. It makes it easy & fun to learn piano!

Source: Photo: Fllickr, Badjonni

BEFORE THE CAMPAIGN: AFTER THE CAMPAIGN:

OUR PROPOSITION:

WITH PLAYGROUND SESSIONS LEARNING THE PIANO IS LIKE A GAME!

•  PS gamifies the learning process via points and a community competition which is a lot of fun.

•  PS offers interactive lessons & bootcamp tutorials for Rookies that make it easy to learn.

•  PS is supported by David Sides, a famous self-taught pianist who knows what's good or not.

•  It enables our target group to fulfil their dream: to be able to play their favorite songs on the piano.

•  It gives the perfect answer to our target group's wish of a way to learn the piano with ease & fun.

•  It is a completely new concept that learning can be easy, fast and fun - just like a game.

REASON TO BELIEVES: REASON FOR INTERESTS:

5 HOW DO WE HAVE

TO TELL THEM THAT?

There are lots of comparable products. From online platforms to pro software. But most look unprofessional, cluttered, sterile & not like much fun. Furthermore, the majority use SEO only to get onto the shopping list.

We can use their lack of marketing power to profile Playground Sessions as the perception leader of the whole category. Therefore our communication has to be as attention catching and as much fun as our product itself.

Source: Photo: Flickr, Navid J

CURTAINS UP FOR THE BIG IDEA.

Where can we find our target group right before X-Mas? In shopping centres. So why not go where our target group is and set up a Playground Sessions piano. But its not just any piano - it’s a Piano Gamestation.

Source: Photo: Flickr, Liamfm, Elbfoto

THE IDEA: PIANO GAMESTATION

…We had a high-tech Piano that could navigate a videogame on a huge screen with selected keys, e.g. with a Piano triad.

…Suddenly someone, e.g. Santa joined playing to help with the game and it all sounded like a Piano concert. Also audience would appear.

WHAT IF...

…The new pianists could share the filmed concert via FB or E- card & got more info on PS. And others could do the same on the PS website.

PIANO GAMESTATION: PLAY & WIN THE GAME

FILMED “X-MAS SURPRISE CONCERT”

X-MAS E-CARDS: SHARE & SPREAD

“Just Played Piano with Santa”

Gallery & E-card-Generator

6 WHERE & WHEN DO

WE HAVE TO TELL THEM THAT?

COMMUNICATIONS FRAMEWORK 1. CURRENT CONSUMER BEHAVIOUR DESIRED RESPONSE FIRST TIME TEENS DON’TKNOW ABOUT PS PS GETS #1 IN THEIR WISHLIST

LEARNING THE PIANO IS LIKE A GAME! C

REA

TIV

E M

EDIA

AWARENESS FOR PS RESEARCH & DESIRE FOR PS CONVINCE MOM TO BUY PS

•  STREET POSTERS •  TARGETED LOCAL FACEBOOK ADS •  BANNER •  PR ONLINE & OFFLINE •  WEBSITE/FB PAGE ANNOUNCEMENT •  SHOPPING CENTRE – POS •  COMPUTER TERMINAL AT POS •  POSTCARDS

GO TO PIANO GAMESTATION EVENT TO WIN CONCERT TICKETS.

CHECK OUT PIANO GAMESTATION VIDEO GALLERY ON WEBSITE .

SEND A PIANO GAMESTATION WISH E-CARD TO PARENTS .

•  CRM •  WEBSITE •  POS

FACEBOOK

YOUTUBE

BLOGS

NEWS

SEARCH

EMAIL

WOM FACEBOOK PAGE

YOUTUBE CHANNEL WEBSITE

EMAIL

SHOW MOM AT POS

•  PIANO GAMESTATION WEB GALLERY •  PROMOTED YT VIDEOS & BANNERS •  FACEBOOK ADS & SPONSORED POSTS •  PR ONLINE & OFFLINE •  OWNED SOCIAL •  SEARCH

PS DIGITAL ECOSYSTEM.

AWARENESS FOR PS

TARGETED LOCAL FACEBOOK ADS “PLAY PIANO GAMESTATION TO WIN

CONCERT TICKETS”

PR ONLINE & OFFLINE “PLAY PIANO GAMESTATION TO WIN

CONCERT TICKETS”

BANNER ADS “PLAY PIANO GAMESTATION TO

WIN CONCERT TICKETS”

WEBSITE & FACBOOK PAGE ANNOUNCEMENT: “PLAY PIANO GAME-

STATION TO WIN CONCERT TICKETS”

POSTCARDS TAKE A POSTCARD TO REMEMBER THE WEBSITE & VIDEO LOCATION FOR LATER:

DRIVE TO EVENT (2 WEEKS)

PIANO GAMESTATION FILMED EVENT

(DECEMBER 6TH)

STREET POSTERS “PLAY PIANO GAMESTATION TO WIN

CONCERT TICKETS”

SHARE EXPERIENCE (DEC 6TH-12TH )

SHARE EXPERIENCE RIGHT AT SHOPPING CENTRE SEND “PIANO GAMESTATION” VIDEO VIA COMPUTER TERMINAL TO FRIENDS.

TWITTER HASHTAG OFFER A HASHTAG FOR PASSERSBY, WHEN THEY POST PICS #PIANOGAMESTATION PIANO GAMESTATION STAYS FOR A

WEEK. AFTER EVENT DAY YOU CAN PLAY AND SEND OUT E-CARDS FROM A

COMPUTER TERMINAL.

PS DIGITAL ECOSYSTEM.

RESEARCH & DESIRE FOR PS

PROMOTED YT VIDEOS/BANNERS “WATCH PIANO GAMESTATION BY PS,

WHERE SHALL WE GO NEXT?”

WATCH THE VIDEO GALLERY ON SITE AND ENJOY PIANO GAMESTATION

SEND A X-MAS E-CARD FROM SITE TO FRIENDS AND FAMILY

RESEARCH PRODUCT INFORMATION ON THE WEBSITE AND SEE EXAMPLES

PR ONLINE & OFFLINE “WATCH PIANO GAMESTATION BY PS, WHERE SHALL IT GO NEXT?”

FACEBOOK ADS/SPONSORED POSTS “WATCH PIANO GAMESTATION BY PS,

WHERE SHALL WE GO NEXT?”

OWNED SOCIAL “WATCH PIANO GAMESTATION BY PS, WHERE SHALL WE GO NEXT?”

PS WEBSITE (DEC 6TH +ONGOING)

PIANO GAMESTATION GALLERY “WATCH PIANO GAMESTATION BY

PS, WHERE SHALL WE GO NEXT?”

SEARCH “PIANO SOFTWARE, MUSIC GAME, PIANO TUTORIAL”

PS DIGITAL ECOSYSTEM.

CONVINCE MOM TO BUY IT

SEND A WISH E-CARD TO PARENTS FOR THE SHOPPING LIST

DO A TRIAL WITH THE SOFTWARE FROM PS

SHOW POS LOCATIONS TO GO AND CHECK THE PRODUCT OUT

PS WEBSITE (DEC 6TH +ONGOING)

COMMUNICATIONS FRAMEWORK 2. CURRENT CONSUMER BEHAVIOUR DESIRED RESPONSE TEEN PARENTS WHO WANT TO BUY A PRESENT PS GETS #1 ON THEIR SHOPPING LIST

PLAYGROUNDSESSIONS IS WORTH BUYING FOR MY CHILD. C

REA

TIV

E M

EDIA

AWARENESS FOR PS EVALUATION OF PS BUYING PS FOR THEIR CHILD

HAVE A LOOK AT PIANO GAMESTATION VIDEO GALLERY ON WEBSITE AND RESEARCH THE PRODUCT THERE.

GET THE TRIAL, GET CONVINCED THAT PS IS THE PERFECT GIFT AND VALUE FOR MONEY AT POS.

WATCH “PIANO GAMESTATION” VIDEO - PLAY TO LEARN PIANO. ISN’T IT A GREAT GIFT FOR X-MAS?!”

NEWS

SEARCH EMAIL WOM

FACEBOOK

PS WEBSITE WEBSITE TRIAL

EMAIL

POS

•  BANNER •  PR ONLINE & OFFLINE •  EMAIL •  SEARCH •  OWNED MEDIA/SOCIAL

•  WEBSITE •  WEBSITE •  POS •  CRM

PS DIGITAL ECOSYSTEM.

AWARENESS FOR PS

WATCH THE VIDEO GALLERY AND SEND AN E-CARD TO OTHER

PARENTS.

PS WEBSITE

NEWSPAPER ONLINE AND OFFLINE “PIANO GAMESTATION – PLAY TO LEARN. ISN’T

IT A GREAT GIFT FOR X-MAS?!”

E-WISHCARD FROM CHILD “WATCH PIANO GAMESTATION BY

PS, CAN I GET IT AS A GIFT?”

SEARCH “PLAY TO LEARN PIANO. ISN’T IT A GREAT GIFT

FOR X-MAS?!”

BANNER NYT “PLAY TO LEARN PIANO. ISN’T IT A GREAT

GIFT FOR X-MAS?!”

OWNED MEDIA SOCIAL PIANO GAMESTATION GETS POSTED ON

FACEBOOK.

POS PIANO GAMESTATION VIDEO AS AN

ATTENTION CATCHER AT POS

PS DIGITAL ECOSYSTEM.

EVALUATION OF PS

DIG DEEPER INTO PRODUCT INFORMATION PART OF PLAYGROUND SESSIONS.

PS WEBSITE

PS DIGITAL ECOSYSTEM.

BUYING PS FOR CHILD

GET A TRIAL GET AN EMAIL AFTER TRIAL

GET INFO WHERE POS WITH KEYBOARD BUNDLE IS

PS WEBSITE

OVERVIEW YEARLY ACTIVITY.

DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV

PIANO GAMESTATION EVENT #1

PIANO GAME-STATION EVENT #2

MEDIA TO DRIVE TO WEBSITE GALLERY AND GENERATE TRIALS

BUDGET: 200.000 •  PIANO GAMESTATION EVENTS: 100.000$ •  POSTERS & POSTCARDS: 5.000$ •  SEEDING: 10.000$ •  PR BLOGGER OUTREACH: 5.000$ •  BANNER: 20.000$ •  FACEBOOK ADS & SPONSORED STORIES: 20.000$ •  PROMOTED YT VIDEOS & BANNERS: 20.000$ •  SEARCH: 20.000$

PIANO GAME-STATION EVENT #3

7 HOW DO WE

MEASURE OUR SUCCESS?

SUGGESTED MEASUREMENT:

NOV 2012: T0 NOV 2013: T1

•  GOOGLE SEARCH VOLUME

•  WEBSITE TRAFFIC

•  YOUTUBE VIEWS

•  TWITTER FOLLOWERS

•  FACEBOOK LIKES & SHARES

•  COMMUNICATION SURVEY

•  SOCIAL SENTIMENT

•  CONVERSION RATE

•  NUMBER OF TRIALS

•  MONTHLY SALES

AW

AR

ENSS

TO

AC

TIO

N

•  GOOGLE SEARCH VOLUME

•  WEBSITE TRAFFIC

•  YOUTUBE VIEWS

•  TWITTER FOLLOWERS

•  FACEBOOK LIKES & SHARES

•  COMMUNICATION SURVEY

•  SOCIAL SENTIMENT

•  CONVERSION RATE

•  NUMBER OF TRIALS

•  MONTHLY SALES

EXPECTED KPI‘S UNTIL NOV 2013:

RETENTION AWARENESS CONSIDERATION PREFERENCE PURCHASE 750,000 qualified

visitors to site 5,000 new customers

10% Preference for PS among TG

62.500,000 Impressions from Banners & FB Ads.

+100% of FB Page Likes 5 Uploaded YT Covers #playgroundsessions

*CTR of 0.08%, CPC at 1,20$ and budget of 60K

Search Volume Increase > at Launch

5.000,000 YouTube Views.

Facebook likes and video shares

Image as “Inventor of the Category”

15,000 trials

VIELEN DANK! QUESTIONS @L7H