Digital Strategy Workshop V1

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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
    • 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