Digital Strategy in the Perfect Storm

Presentation for TEKO Design + Business

9 March 2012

Man kan som læser både blive inspireret, bekræftet og provokeret af Peters social media bibel. Jeg blev alle tre ting. Bogen er nødvendig læsning for dansk erhvervsliv. Perspektiveringerne fra en trænet web 2.0 discipel som Peter er skarpe og både intellektuelt og operationelt stimulerende. Joachim Rubow, Koncernmarketingdirektør Danske Bank Group

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Source: socialsemantic.eu

Has your organization worked with social media initiatives

within the last year?

Source: socialsemantic.eu

Central coordination and targeted planning

Sporadic initiatives and no clear planning

We are testing

A couple of employees are testing without a clear

deadline

Other

The Result

Time to get serious!

Sociale Media is a Perfect Storm

User Creation

Digitization

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

South West:

Traditional economy

North West:

Mass- customization

North East:

The Eye of the Perfect Storm

South East:

Digital Professional services

An example:

The Travel Business

There once was a travel agency:

=

• Purchase of flight tickets, hotel bookings etc.

• Customization of trip

• Find the cheapest trip

• Trip advice

Purchase of flight tickets, hotel bookings etc.

Price comparison (Find the cheapest trip)

Customization of trip

Trip advice

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

Excercise

Spend 2 minutes with the person next to you and find four different companies or business areas that correspond to

the four different corners

Communication Strategy in the Perfect Storm

The old world

Company Message

Media TV

Radio Papers

Communi-cation

Recipient Consumer

Only professionals create products

Non-professionals create products

Physical economy

Digital Economy

The conversation takes place without the companies

But companies

can become part of this

conversation

3 basic rules

Choose the right platform

Speak the language

Be interesting

Low-involvement

Physical product

Digital product

Low potential for conversation - Make your products more

interesting or create new products.

- Make products digital or create bridges to the digital world.

Potential for conversation but it must be digitized - Make products digital or create

bridges to the digital world

Potential for aided conversation - Motivate people to talk about

your products when they are using them and they are engaged.

Large potential for conversation - Choose the right platform and

speak the language and everything more or less happens by itself.

High-involvement

Do platforms exist and can we use them?

Can you speak the language? Are your products interesting or can you make them interesting?

Communication strategy

• Co-creation of products

• Involvement in products

• Creation of new involving product

• Creation of involving campaign

• Digital mass-communication

High involvement

Low involvement

Co-creation of products

Involvement in products

5 Types of Involvement

1. Involvement around rating, comments and improvement of products.

2. Involvement around service

3. Involvement around usage of products

4. Involvement around product conversations

5. Involvement around the creation of the products

Creation of new involving product

Creation of involving campaign

On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"

Digital mass-communication

Excercise

1. Create 4-5 five groups 2. Select one of the companies from the

previous excercise 3. Talk about:

– The product – The market – The customers

4. Select one or more of the five communcation strategies and describe how the company could use this strategy to sell more products – Talk about the relevant platforms – Talk about how to become interesting

5. Present your communication strategy to all of us.

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