Digital strategy workshop OMG.tv Tamir Berkman [email_address]

Its 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 dont have that knowledge

Whats it about?

Planning is everything

• Digital strategy is your plan of attack

• Dont just do it because you can

• Research the playing field

• Come up with your unique solution

• launch

Digital strategy

• Research

• Targeting

• The idea

• Execution

• Marketing

• Measuring

• Improving

Research

• The competition

• Your brand

• Your audience

• Your budget

• Your timeline

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 its price!

Brand assets

• Name, logo

• Position in market place

• Current customers

• Brick and mortar Stores

Digital assets

• Digital properties that grow in value

• A website does not grow in value

• Even 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?

Customer touch points community podcast Web2.0 Application Branded content blog Microsite newsletter Direct email Website Banner Search Social community profile

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!

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?

Where are your users?

• What social communities are they on?

• Where are your evangelists?

myspace ebay linkedin Second Life youtube

Exercise one

• Whats 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?

Whats your problem?

• Your audience is getting older and you need to reach younger demographic?

• Your competitors are pushing you out?

• You dont have an email list?

• You have weak period

Whats 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?

The digital tools

• Blogs

• Podcasts

• User generated content

• Social communities

• Mobile phones, ipods, psps

• wikis

• Web 2.0 applications

Whats your budget considerations look like?

• I want to try before I buy

• Im taking everything from TV and putting on digital media

• I want to have an holistic campaign

• I dont understand how this web thing is costing like a TV campaign

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

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

Users, users, users

• Does your users trust you?

• Where are the week points in your consumer touching points?

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?

Happy users graph More options to interact Discovery the OMG factor Play a game Give something they need Nothing to say Boring Plain same

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

What can I give?

• Education 25 points

• Help - 35 points

• Entertainment 50 points

• Power 75 points

• Service 75 points

• Personalization 100 points

The idea

• Dont 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

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?

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

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.

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?

3. Look for the purple cow

• Something people will talk about

• Something different

• Something surprising

• A story

• A game

• A world

Your business is media

• The way you communicate is in your hands.

• Use digital media more freely, more cheap more targeted, effective.

Brand channel

• A brand becomes a lifestyle, broadcaster, entertainer.

• What can you offer? Which shows will be popular? What will be your brand channel?

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?

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?)

Execution

• Do they understand this new medium?

• Do they know strategy or only the technology?

• what do you have In-house?

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

Marketing - traditional

• Using traditional media TV, outdoor

• Mass reach but evangelist poor

• Costly

• Quick?

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

More marketing

• Choose the holistic approach

• Choose to do nothing

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

Exercise six

• How will you market your idea?

• Give a number of ways

• Is this seats well with your budget/timeline?

Measuring

• Measuring is far easier on the web than traditional channels

• Checking your stats

• Find out what the stats mean

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

Exercise 7

• What was your expectation?

• Did you under deliver? Meet expectations? Over delivered?

Thank you. OMG.tv Tamir Berkman [email_address]