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Transcript of Microsoft1
Bank Of Ireland Digital Strategy
Start by thinking about creating strategies for a digital world, not a digital strategy
/paradigm_shift
There has been a paradigm shift in communications. The Digital World has taken us........
It’s Not That Advertising is Failing…It’s That Experiences Matter More Than Ever Before
BRAND-CENTRICCOMMUNICATION PLANNING
HUMAN-CENTRICCOMMUNICATION PLANNING
Starts from what the brand wants to say and how to efficiently get it to pre-defined homogeneous audiences.
Starts from what the customers want to “hear” and and being relevant to their situation, environment, interests and needs.
...moving from brand-centric planning to human-centric planning...
/IE9
/make the web more beautiful
/ A multi-platform campaign/competition that focuses on making the web more beautiful
/ Consumers will be driven to an application where they can submit their ideas to “make the web more beautiful”
/ Their ideas should be about what sort of a site will make the web a more beautiful experience and the prize is that microsoft will build it for them
/make the web more beautiful
/ Key opinion leaders such as bloggers should be the judges of this competition
/ An event to present the winners should be held – non traditional type of event somewhere boutique, original and beautiful
/make the web more beautiful
/ Central platform for this competition is Facebook, specifically a Facebook application
/ The reasons for this are/ Viral capability of platform/ Data/ Engagement capability of platform/ Relevant audience on platform/ Beginning of social CRM database
/make the web more beautiful
/ This campaign will be backed up with a Twitter hashtag campaign
/ This hashtag campaign will offer a secondary prize to Tweeters to put the hashtag #morebeautiful after relevant tweets
/ This could mean someone, complaining about a bad web experience or seeking improvement
I would like to see video backgrounds
#makethewebbeautiful
/Microsoft Surface
/surface
/ Microsoft are looking for a solution to help sell the Surface product
/ In other regions this product is selling well but it has not caught on in Ireland
/surface
/ The solution is social, loyalty and experience
/ we need to enhance the product with social technology
/ Add to the solution for retailers and add a loyalty angle
/ Market and monetise from an experiential campaign
/surface.social
/ We intend to build a bespoke social solution for Surface and sell and place the entire solution for client
/ This means that by combining Facebook Connect , RFID technology and Surface we have a bespoke social experience
/ This experience then promotes the Surface placement via viral and advocacy messages
/surface.loyalty
/ Eightytwenty/interactive has an exclusive relationship with 20-20 insights a loyalty scheme provider based in Ireland
/ By combining a loyalty factor to the Surface solution, the customer can offer bespoke specials to the consumer based on previous buying behaviours and can reward them at point of purchase
/surface.experience
/ Microsoft want to let everyone trial this technology but there is a cost factor
/ Eightytwenty propose that Microsoft build a Surface experience in a high footfall area/high relevance area and rent out the experience to brands to help them launch product or service
/ This would drive consumer advocacy and give a working showcase in situ where Microsoft sales staff could introduce potential new clients to the technology
/ It could also serve to promote new Microsoft products in times of no sponsorship
/who_we_are