This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
Text of Digital Strategy Workshop V1
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
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!
Position in market place
Brick and mortar Stores
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,
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!
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
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
User generated content
Mobile phones, ipods, psps
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
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
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
Dont do same
Try using a few digital tools
Give users a reason to engage
Give something for free
Tie with a specific event/date
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?
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
Your business is media
The way you communicate is in your hands.
Use digital media more freely, more cheap more targeted, effective.
A brand becomes a lifestyle, broadcaster, entertainer.
What can you offer? Which shows will be popular? What will be your brand channel?
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?
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?)
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
Marketing - traditional
Using traditional media TV, outdoor
Mass reach but evangelist poor
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
Choose the holistic approach
Choose to do nothing
The form of marketing you choose depends on your problem, goal, timeline and budget