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(Some) Digital Planning BasicsPlanning Bootcamp Guest-Lecture @MiamiAd School
| Christian Riedel | @mindcaffeine | 2011*All pictures used for educational purpose only*
In 1960 planning a holiday was easy (in Germany).
Whatever you want, you would drive to Italy in a beetle.
Today you can go whereever you want.
That makes planning less easy.
You have to know what you want and decide.
Greater opportunities but also greater risks of disappointment.
Marketing knows this dilemma.
For them planning was easy.
Whatever the goals - they would end up in „Media Italy“:
Print, Radio, TV.
Today you can go to infinite digital spaces.
That makes planning less easy.
You have to know what you want and decide where to go.
Greater opportunities but also greater risks of disappointment.
h"p://www.flickr.com/photos/bareform/2458260304/sizes/l/in/photostream/
Digital is Every-wareDigital is not a channel. The web is like the obiquious operating system of our society. So every planning will become digital planning somehow!
Co-CreationDialogue
Sharing&Spreading
The Multimedia
Website
Virtual and PhysicalSpace blurring into each other
Alternate Reality
Points/Batches Immersive Graphics
Makes everyting digital mobile
The Book
The TheatreThe Cinema
The Opera
The TVIdea Social MediaPlattforms
TheMobile
Experience
TheGaming
Experience
Layer of PlattformSeparation
Digitalisation Layer
SocialisationLayer
Mobilisation Layer
GamificationLayer
Idea is releasedfrom plattform.
Combines formallyseparated media plattforms
Particpation
The TV-Spot
Ideas created for a specifc media-plattform
Adds Social Contextto Digitalized Content
Everything can become a game.
Digital Gaming adds:
Everything is connected.
The Newspaper
AIDAawareness/interest/desire/action
AIGDAFawareness/interest/google/desire/action/facebook
Everything is more transparent.
Whatever a brand does will be on the web. People will google
it and share it on facebook. So hiding things or defects will
become more and more difficult.
Greenpeace attacked Volkswagen for lobbying against a Climate Agreement by mocking their most sucessful ad. People occupied the VW Facebook Pages with critique.
People have their own voice now.
Today everybody can start a global campain.
It is just the beginning.
Office Vision by Microsoft, 2009
Digital Planning is a constant
endeavor into new territories.A Digital Strategy describes the route into
these terretories.
Where do we have to go?
What do we have to do there?=
Digital Planning
„Nobody knows anything!“Don‘t look for rules.Look out for principles.
Title: „The new rules of Web 2.0 Marketing and PR“I took this photo at my favourite book-store. It is the book for 1€ box. It shows to me how fast rules are outdated today.
01 FINDING INSIGHTS
03 WRITEIDEA „Business-Plans“
04 MONITOR FEEDBACK
People
Team
wor
kTechnology+
Plattforms
INSIGHT
Story
Aesthetics
Technology
Participation-
Mechanic
IDEAS
Spreading
Dialog
ue
Enga
gem
ent
Brand
GOALS
ROLL-OUT
02 INSPIRE IDEAS
Digital
Culture
Creative
Techniques
Moderation
Distribution
Mechanic
Measurem
ent
Digital Planning Principles
Most of the things I do fall into these
categories.
Usab
ility
01 Finding Insights
Goals Actions
No insight or strategy without clear goals.But goals need to be transformed into user actions.
Sell more stuff
Awareness
Loyality
BrandingLike
Download
Request Try
Play
Share
Read later
add to shopping cart
Get Coupon
Comment
Leave Email-‐AdressFan-‐Building
Spreading Product InformaUon
Market ResearchProduct Test
Bookmark
Buy
Read
Digital Strategy = How do we get there?
First: Get the whole picture with a Consumer Journey
http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
Look at every detail
of the product or service experience.
Ask yourself: How can a digital offer enhance the experience?
Beware that awareness won‘t help, if the product/service
experience isn‘t good.
For me an Insight is:• the reason for people to take action• the reason for people to change behaviour
• the essence of the information you have.• a need not yet fullfilled • an unseen truth• the opportunity to do cool stuff.• an observation that makes you say: „Oh that is funny!“• a story about the brand that needs to be told
It is always the answer to the question: „Why the f*ck should people care?“
Insight-Example: Fanta
Develop a cooler design for such games.
Teens play games about embarrassment in forum.
Copya
CaseTech.
Brand
People
Fields to look for an insight.Focus on your task. Seeking inspiration just from other
brands‘ advertising cases will make you a strategy
copycat.
Company
Plus: - New digital sources for research- New digital trends to watch- New digital tools to organize information
Basic Planning Skills
Desktop ResearchInterviews
Field-Observations
Handling InformationFinding Insights
Curiosity
5 Digital Sources to start with
http://www.google.com/insights/search/Google Insights shows real interest in a brand.
https://adwords.google.deThe Google Keyword Tool shows the exact words people are searching with in connection with a brand.
http://www.google.de/blogsearchGoogle blogs crawls the bloggoshere for opinions.
www.twazzup.comtwazzup is an easy twitter search engine and shows real time opinions.
http://compfight.com/Compfight is a flickr search engine. It shows what people like to photograph in connection to a brand. Great for visual concepts and inspiration.
http://www.facebook.com/ads/create/
Facebook Ad Manager allows real time visualisation of target groups and interests on facebook.
4 Digital Trends to watch
1. APIsAPI=Application Programming InterfaceAn API allows to tranfer user-data from one service to another. Understanding the principles of APIs helps to inspire data driven ideas.
Read: http://developers.facebook.com/docs/coreconcepts/
2. Internet of ThingsHow can products communicate online? Read: Practical Magic by Russel Davieshttp://www.thinkwithgoogle.com/quarterly/innovation/practical-magic.html
http://vimeo.com/4871618
3. Gamification How to drive online engagement with gaming mechanisms.
Read: Getting Gamification right by Sebastian Deterdinghttp://www.slideshare.net/dings/meaningful-play-getting-gamification-right
„Classic“ Storytelling
Cinema/TV/Written/TheaterBrand Storytelling
Advertising/Public Relations
Interactive Storytelling
Applications/Games
Transmedia Storytelling
Digital Basis 1: Convergence
Digital Basis 2: Social Media
BrandedSoftware
NarrativeData &
ExperienceConvergence
BrandedEntertainment
2. Transmedia StorytellingHow to tell stories beyond digital plattforms. Read: Conversion Culture by Henry Jenkins (*BOOK*)
3 Tools to help you organize
Google Docsdocs.google.com/Write documents and presentations as a team.
Google Docsdocs.google.com/Write documents and presentations as a team.
Google Readerreader.google.comFollow blogs on diverse topics via RSS.
Evernote (or Springpad)www.evernote.comKeep your notes stored in the cloud.
02 Inspire Ideas
Slides from: http://www.slideshare.net/hackemer/ideas-idea-ideas-strategy-talk-with-mas
Fight for IntegrationWhen doing digital stuff planning shouldn‘t stop with a
creative brief. Fight for becoming a part of the whole
creative process.
Strategist
Copywriter AD
SoftwareDeveloper
InteractionDesigner
Get into moderation and coachingDigital teams become more and more diverse. They
might even speak in different languages. As a planner
you should moderate between them.
Learn Creative Techniques
because they are a great way to bridge between
different mindsets.
http://www.mycoted.com/Category:Creativity_Techniques http://www.amazon.com/Gamestorming-Playbook-
Innovators-Rulebreakers-Changemakers/dp/0596804172
03 Writing an IDEA Business Plan
A Digital Idea Business Plan aggregates the thinking behind an idea. It shows the client: why it is the best solution, why people will like it and what you expect from it.
I call it „business plan“ because what you do is similar to a start up that wants to win an investor. Only the currency is different.
WHY writing it?
Brands are not alone! Your Facebook Stream is a great metaphor for the web-experience: Everything and everybody is just a click away. And new stuff drops in every second.
You can buy awareness.
Not Engagement.
h"p://www.happyplace.com/4286/brilliantly-‐sarcas:c-‐responses-‐to-‐completely-‐well-‐meaning-‐signs
Digital is an Offer.
Why should people care?
Or even particpate?
Because you do something for them!Check out the createmeaning-project: www.createmeaning.com
Thinking in Experiences
ChoiceUsage
Talking about it
Story/Offer
Design
Mechanic Technology
User Experience
You need an experience people want to
participate in.
And distribute it on your own.
Idea Owned Paid Earned
Example: NIKE GRID LONDONhttp://vimeo.com/12514518
to storytelling and software
from aesthetic overpromiseand interruption
to Experiencefrom messaging
from buying space building own distribution
from target group to participant
from awareness to engagement
Telling Doing
The agency spreads messages
Predictability ( + ) Engagement ( - )
Die creates a digital offer.
Predictability ( - ) Engagement ( + )
Action speaks louder than words. But fails faster. www.nikegrid.com
Uncertainty makes clients shiver
That is why a „Business Planning“ is so
important. If you like to download mine: http://tinyurl.com/3esz8f7
04 Monitoring Feedback
http://www.mentalfloss.com/blogs/wp-content/uploads/2010/02/curling.jpg
Digital is like curling: You have to adjust a running system to reach
your goal.
You are always in beta
picture by David Amaro
http://www.flickr.com/photos/7855449@N02/3253525427/in/set-72157606844282993
Track and Adjust
StatisticsObservations
User Insights Nuber of Fans /
Cost per Fan Interaction: Likes,
Comments, Shares Ad/Keyword
Performance Referral-Trafic Conversions
Community Feedback
Tonality
Multiplicators
Topics
Monitoring Services like Radian6
Christian RiedelCommunication Strategist + Story Architect
„I build stories beyond media borders“
@mindcaffeine on twitterchristian@creativeglasses.decreativeglasses.blogspot.comwww.creativeglasses.de