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Digital strategy workshop OMG.tv Tamir Berkman [email protected]

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

Page 1: Digital Strategy Workshop V1

Digital strategy workshop

OMG.tvTamir [email protected]

Page 2: Digital Strategy Workshop V1

It’s 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 don’t have that knowledge

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What’s it about?

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Planning is everything• Digital strategy is your plan of attack• Don’t just do it because you can

• Research the playing field• Come up with your unique solution• launch

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Digital strategy • Research• Targeting• The idea• Execution• Marketing• Measuring• Improving

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Research• The competition• Your brand• Your audience• Your budget• Your timeline

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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 it’s price!

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Brand assets• Name, logo• Position in market place• Current customers• Brick and mortar Stores

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Digital assets• Digital properties that grow in value

• A website does not grow in valueEven 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?

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podcastWeb2.0 Application

Branded content




Direct email




Social communityprofile

Customer touch points

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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!

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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?

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Where are your users?• What social communities are they

on?• Where are your evangelists?

myspace ebay

linkedinSecond Life


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Exercise one• What’s 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?

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What’s your problem?• Your audience is getting older and

you need to reach younger demographic?

• Your competitors are pushing you out?

• You don’t have an email list?• You have weak period

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What’s 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?

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The digital tools• Blogs• Podcasts• User generated content• Social communities• Mobile phones, ipods, psps• wikis• Web 2.0 applications

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What’s your budget considerations look like?

• I want to try before I buy• I’m taking everything from TV and

putting on digital media• I want to have an holistic campaign• I don’t understand how this web

thing is costing like a TV campaign

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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

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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

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Users, users, users• Does your users trust you?• Where are the week points in your

consumer touching points?

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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?

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Happy users graph

More options to interactDiscovery

the OMG factorPlay a game

Give something they need

Nothing to say




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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

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What can I give?

• Education – 25 points• Help - 35 points• Entertainment – 50 points• Power – 75 points• Service – 75 points• Personalization – 100 points

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The idea• Don’t 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

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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?

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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

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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.

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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?

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3. Look for the purple cow• Something people will talk about• Something different• Something surprising• A story• A game• A world

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Your business is media• The way you communicate is in your

hands. • Use digital media more freely, more

cheap more targeted, effective.

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Brand channel• A brand becomes a lifestyle,

broadcaster, entertainer.• What can you offer? Which shows will

be popular? What will be your brand channel?

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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?

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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?)

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Execution• Do they understand this new

medium?• Do they know strategy or only the

technology?• what do you have In-house?•

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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

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Marketing - traditional• Using traditional media – TV, outdoor• Mass reach but evangelist poor• Costly• Quick?

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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

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More marketing• Choose the holistic approach• Choose to do nothing

• The form of marketing you choose depends on your problem, goal, timeline and budget

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Exercise six• How will you market your idea?• Give a number of ways

• Is this seats well with your budget/timeline?

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Measuring• Measuring is far easier on the web

than traditional channels

• Checking your stats• Find out what the stats mean

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Improving• Invite feedback• Monitor feedback• Improve - one thing at a time• Monitor feedback• Improve again

• Users expect you to keep improving• Users want you to surprise them with

more than hidden fees

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Exercise 7• What was your expectation?• Did you under deliver? Meet

expectations? Over delivered?

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Thank you.

OMG.tvTamir [email protected]