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A #Digistrat Skillshare Class Project (teacher: @juliancole) Client: Playground Sessions Presentation author: Olivia Sulistio (@candrakirana)
WHAT IF THERE IS PLAYGROUND SESSIONS?A digital strategy to get the First-Time Teens
Become a Great Digital Strategist Skillshare Class Project / @candrakirana
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
Fact #1INTEREST IN DIY MUSIC LEARNING IS INCREASING
Source: Google Trends
Fact #2HOWEVER AVAILABLE ONLINE RESOURCES ARE NOT ORGANIZED AND HELPFUL ENOUGH ESPECIALLY FOR VIRGIN LEARNERS
http://freepianotutorials.com/http://pianozap.com/http://www.onlinepianist.com/
Lessons are designed based on popular songs Lessons are designed based on popular songs
Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based tutorial
Game-like feedback mechanics is linked to virtual piano playing – excelling in Online Pianist may not translate in actual piano playing skill
No feedback mechanics
Lessons are organized and customized based on difficulty level
Lessons are not organized (scattered contents)
Fact #3TRADITIONAL PIANO LESSON IS NOT AN INTERESTING OPTION
• Lessons are designed for classical music, hence takes longer time to ‘master’• The effectivity and ‘fun’ level depends on the teacher
Source: All about Jazz Forum
#Fact 4PLAYGROUND SESSIONS ANSWERS THE PIANO LEARNERS’ NEED – EVEN FOR PEOPLE WHO HAVE NOT PLAYED PIANO BEFORE
Lessons are designed based on popular songs
Lessons are designed based on popular songs
Lessons are designed based on popular songs
Offer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based tutorial
Video-based tutorial that understands DIY learning challenges as lessons are guided by David Sides, a respected popular self-taught piano player
Game-like feedback mechanics linked to virtual piano playing – excelling in Online Pianist may not translate in actual piano playing skill
No feedback mechanics Game-like feedback mechanics linked to actual keyboard playing – excelling in P.S. translates to actual piano playing skill
Lessons are organized and customized based on difficulty level
Lessons are not organized (scattered contents)
Lessons are organized and customized based on difficulty level
No integrated social element No social element Integrated social element – score can be shared with friends
No official endorsement from music industry
No official endorsement from music industry
Official endorsment by music moguls (e.g. Quincy Jones) and music labels
Fact #4HOWEVER PLAYGROUND SESSIONS IS NOT TAKING OFF
WE SHOULD CHANGE THIS FACT!
WHAT STANDS IN BETWEEN
Not many people know about playground sessions
The price to the course (us$149)
may halt purchase
WHAT COMMUNICATION SHOULD DO
Make the target & people who
can pay for them KNOW
Make the target & people who
can pay for them
EXCITED
In 12 months:750,000 qualified visitors to the website
Free trial download >10% of visitorsConversion rate > 0.75 of visitors
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
THE TARGETING STRATEGY
THE FIRST-TIME TEENS THE PARENTS
NAMM – Gallup 2011 survey report reveals that in 2009, 45% of respondents were motivated to start
playing music instrument because of parents’ encouragement and its trend is increasing
MAKE THEM KNOW AND EXCITED TO TRY
MAKE THEM KNOWAND EXCITED TO SUPPORT
TEENS
Meet Daria.She is into music.
She and her friends like to share, listen, sing and memorize their favorite music lyrics together
... so when they are in their idols’ concert and when their idols ask them to sing, they can sing
without forgetting the lyrics
Admiring cover artists on youtube, she imagines if only she can not only just sing but also play like her idol, how she will clock a lot of views in youtube & people including her idol
will admire her
She does not pursue it as she believes in piano lesson myth: hard, requires her to learn
classical piece first that it will take ages before she can play her idol’s songs. Besides it is also hard to convince her parents the importance
of piano lesson and if she has talent to pull it off.
Pretending to be their idols, they like to record and upload their
performance to youtube for fun
PARENTS
Meet Daria’s mom. As her daughter already reaches
adolescence, she realizes that she can no longer watch over her 24/7 and needs to give space to make her daughter feel
trusted.
Although she feels she has raised her well, she also realizes sometimes teens can ‘surrender’ to bad influences – as shown in news, where teens’ problems
often make headline.
Everytime there is a behavior or mood change in her daughter and her daughter
refuses to tell her even after asked repeatedly or says no to her offer to help,
her worry intensifies.
She often reads or hears that teens often hide their problems from parents
that it suddenly blows up . She wonders if she should do “Big Brother
”parenting.
However she also reads that strict parenting is a recipe for delinquent teens
.
She needs something that can help her daughter and her ‘sanity’
survive from the unpleasant part of adolescence.
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
INSIGHT“If only there is a way to protect my
teenage child without over-controlling her/him...”
INSIGHT“If only there is an easy way to play
piano like my idol, if only….”
Communicate P.S. as the answer of“if only there is a way to protect my
child” prayers
Communicate P.S as the answer of “if only there is an easy way to be able to play piano like my idol” prayers
FROMLearning piano seems hard and takes a long time as it requires me to learn classical piece first
Engage in wishful thinking “if only I could play piano”
TOI can learn my favorite songs directly in an easy sans confusion and fun way!
Download Playground Sessions’ 7-days free trial offer
FROMUnsure about the benefit of learning how to play musical instrument
Does not give strong support for ttheir children to learn to play musical instrument
TOLearning to play musical instrument can engage my daughter/son that it helps him/her cope with being-teen challenges
Purchase Playground Sessions’ service for teenage daughter/son
THE STRATEGY
THE STRATEGY
TEENS
PARENTS
WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF
ADOLESCENT PHASE?
SINGLE MINDED PROPOSITIONS
THE PARENTS
WHAT IF YOU CAN SKIP THE SUCKY PART
TO PLAY AS AWESOME AS YOUR IDOL?
THE FIRST TIME TEENS
WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS
AWESOME AS YOUR IDOL?
Speaks in their ‘wishful thinking’ modes and puts
P.S. as the solution
Links competitive edge of PS with
‘instant’ generation’s urge to fast forward to
the result
Taps into their ‘look-at-me’ desire by promising
possibility to be as awesome as
their idols
Communicates P.S. fun tutoring quality (‘play as awesome as
your idol’)
RATIONALE / TEENS
WHAT IF THERE IS A FUN WAY TO
HELP YOUR CHILD SKIP UNPLEASANT
PART OF ADOLESCENT
PHASE?
Speaks in their ‘wishful thinking’ modes and puts
P.S. as the solution
Implicitly answers their
unspoken desire to fast forward
teen years
Taps into their desire to protect
their children from the
unpleasant part of teen years
Communicates P.S. fun quality that can save
them from “No!” from their children
RATIONALE / PARENTS
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized corresponding to the momentums
PARENTSSTART: 4 weeks before ChristmasEND : End of December
#1 CHRISTMAS & NEW YEAR
TEENSSTART: 4 weeks before ChristmasEND: End of December
Globally, the search for piano learning spikes in Decembers
THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized corresponding to the momentums
PARENTSSTART: 4 weeks before long holidayEND : End of first month of long holiday
TEENSSTART: 4 weeks before long holidayEND: End of first month of long holiday
#2 LONG SCHOOL HOLIDAY
The search for piano learning also spikes in Aprils - Julys in countries like Australia, New Zealand and Philippines
THE CAMPAIGN PERIOD: 12 MONTHS
Campaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized in accordance with the momentums
TEENSSTART: 2 months before landmark dayEND: 1 week after landmark day
#3 FAMOUS MUSICIAN’S LANDMARK DAY
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL?
YOUTUBE
AWARE ABOUT P.S.
FACEBOOKFAN SITE TOP 40 CHARTS
MUSIC BLOGSMUSIC CONCERT TICKETING SITE
CURIOUS TO FIND OUTMessaging:
You can skip the sucky part in learning to play as awesome as your
idol with P.S.
RTB: -Lesson is based on pop songs (no need to
learn that hard classical music)- Awesome music library
GOOGLE FACEBOOKTWITTER
YOUTUBE
ASK FRIENDS’ OPINION
ASK PARENTS TO BUYMessaging:
Buying P.S. will help teens make parents proud
RTB:Benefits of learning to play musical instrument
7-day-trial trialAssistance to provide keyboard
Group discount*
REVIEW & PRAISE ON PS SITE
TWITTERTWITTER
* Suggestion to consider
CREA
TIVE
MED
IA
Messaging:With P.S., learning piano is fun but it
works!
RTB: - Direct feedback linked to actual keyboard
playing- Can share score and progress with friends
- Free 7 days trial
Youtube skip ad button / video
Verification button (online ticketing site)
Interactive banner ad
Trending topic hashtag
Facebook game app (digital piano)
Google Adword
Music blogger / fan club leader / piano cover artist outreach
Demo video
Facebook / twitter / e-mail ‘default share’ message
Testimonial / endorsement and praise quote and video (on site)
TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL?
YOUTUBE
AWARE ABOUT P.S.
FACEBOOKFAN SITE TOP 40 CHARTS
MUSIC BLOGSMUSIC CONCERT TICKETING SITE
Youtube skip ad button / video
Verification button (online ticketing site)
Interactive banner ad
Trending topic hashtag
Facebook game app (digital piano)
CURIOUS TO FIND OUTEntertain with
FAST-FORWARD TO PLAY LIKE YOUR IDOL
(Role-playing-as-musician game to demonstrate how P.S. skips
the ‘sucky’ parts of piano learning)
GOOGLE FACEBOOKTWITTER
YOUTUBE
Google Adword
Music blogger / fan club leader / piano cover artist outreach
Demo video
ASK FRIENDS’ OPINION
ASK PARENTS TO BUY
SEND PARENTS COMPILATION OF MUSIC
(from the online piano game)
Buying P.S. will help teens make her parents proud again (the next ‘proud
parents’ moment)
Facebook / twitter / e-mail ‘default share’ message
Testimonial / endorsement and praise quote and video (on site)
PS SITE
E-MAILTWITTER
* Suggestion to consider
CREA
TIVE
MED
IA
With P.S., learning piano is fun but it works!
DIGITAL ECOSYSTEM / TEENS / AWARE ABOUT P.S.
Youtube skip ad button / video
FAST-FORWARD TO PLAY LIKE YOUR IDOL
Verification button (online ticketing site)
Interactive banner in top 40 chart and fan site
Sponsored trending topic on twitter
GAME TAB
DIGITAL ECOSYSTEM / TEENS / CURIOUS TO FIND OUT
Youtube skip ad button / video
Verification button (online ticketing site)
Interactive banner in top 40 chart and fan site
Sponsored trending topic on twitter
GAME TAB
FAST-FORWARD TO PLAY LIKE YOUR IDOL
ABOUT PS TAB
Demo video
Google Adwords
Music blogger / fan club leader /
piano cover artist
outreach
DIGITAL ECOSYSTEM / TEENS / ASK PARENTS TO BUY
Youtube skip ad button / video
Verification button (online ticketing site)
Interactive banner in top 40 chart and fan site
Sponsored trending topic on twitter
Demo video
Google Adwords
Music blogger / fan club leader /
piano cover artist
outreach
FAST-FORWARD TO PLAY LIKE YOUR IDOL
GAME TABABOUT PS TAB
Direct parents to P.S. site
DIGITAL ECOSYSTEM / TEENS
Youtube skip ad button / video
Verification button (online ticketing site)
Interactive banner in top 40 chart and fan site
Sponsored trending topic on twitter
Demo video
Google Adwords
Music blogger / fan club leader /
piano cover artist
outreach
FAST-FORWARD TO PLAY LIKE YOUR IDOL
GAME TABABOUT PS TAB
Direct parents to P.S. site
PARENTS: WHAT AND WHERE / WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE?
AWARE ABOUT P.S.
Articles
Banner ad in youtube
Google Adword
Team teen & parents (blogger) outreach
Facebook sponsored stories (poll)
Twitter customer service account
Quora thread
ASK TEENS TO FIND OUT
Video
Quora thread
BUY FOR THEIR CHILD
Hard-hitting messaging:Group discount*
Assistance to provide keyboard
Facebook ‘default share’ message
Testimonial / endorsement and praise video
* Suggestion to consider
CREA
TIVE
MED
IA
Messaging:Playground Sessions can help your
child skip the unpleasantness of adulthood
RTB:-The benefit of learning to play musical
instrument- Game-like so your child will love it
Messaging:Get your teenage child to find out
about Playground Sessions without him/her feeling told to do
so
FACEBOOKPARENTING SITES
REVIEW & PRAISE ON P.S. SITETED.COM
BLOGSTWITTER
FACEBOOKYOUTUBE TWITTER
PARENTS: WHAT AND WHERE / WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE?
AWARE ABOUT P.S.
ASK TEENS TO FIND OUT BUY FOR THEIR CHILD
GET YOUR CHILD THE P.S. PIANO LEARNING EFFECT NOW:
Assistance to provide keyboardGroup discount*
PARENTING SITESGOOGLE
REVIEW & PRAISE ON P.S. SITETED.COM
CREA
TIVE THE P.S. SKIPPING EFFECT
(Demonstration of how piano learning with P.S. can skip the
unpleasant part of adolescence)
BLOGSTWITTER
THE ART OF PERSUASIVE HINTING
FACEBOOKYOUTUBE
* Suggestion to consider
MED
IA
TWITTERTWITTER
Articles
Banner ad in youtube
Google Adword
Team teen & parents (blogger) outreach
Facebook sponsored stories (poll)
Twitter customer service account
Quora thread
Video
Infographic
Testimonial / endorsement and praise video
Facebook / twitter default share message
DIGITAL ECOSYSTEM / PARENTS / AWARE ABOUT P.S.
Articles in news and parenting
sites
Twitter CS account
Team mom and daughter/son
blogger outreach
THE P.S. PIANO LEARNING EFFECT – SKIPS THE UNPLEASANT PART OF ADOLESCENCE
Facebook poll (sponsored
stories
Banner ad in youtube
Microsite (inside P.S. site)
Discussion thread
DIGITAL ECOSYSTEM / PARENTS / ASK TEENS TO FIND OUT
Articles in news and parenting
sites
Twitter CS account
Team mom and daughter/son
blogger outreach
Facebook poll (sponsored
stories
Banner ad in youtube
Discussion thread
Tutorial video
Microsite (inside P.S. site)
THE P.S. PIANO LEARNING EFFECT – SKIPS THE UNPLEASANT PART OF ADOLESCENCE
The Art of Hinting
Teens ask parents to buy
Parents go to P.S. site and buy
DIGITAL ECOSYSTEM / PARENTS & TEENS
DIGITAL ECOSYSTEM / PARENTS & TEENS
WHYWhy P.S. needs
communication to help and what is the communication
task
WHOWho P.S. is going to talk to
WHATWhat we want them to
remember, what we are going to say to
them
WHENWhen we are going to
communicate with our target
WHEREWhere we are going to
communicate to our target
HOWHow we are going to measure
our success
THE QUESTIONS
KPI (12 MONTHS CAMPAIGN)
AWARENESS
CONSIDERATION PREFERENCE PURCHASE RETENTION750,000 qualified visitors
to the website10,000 trial downloads
5,000 new customers
Search volume growth > 10%
2000 clicks to not-skip-ad button
Number of mentions in twitter and
facebook > 25%
5 unpaid write-ups in major blogs (music
or non music)
5% higher preference compared to regular
piano lesson & OnlinePianist.com:“fun” , “effective” &
“trustworthy” attributes
10,000 new friends on FB /
5,000 new followers on twitter
ANY QUESTION OR FEEDBACK?
@candrakirana
APPENDIX
Source: The Telegraph
MUSIC IS TEENS’ BASIC NEEDS
https://twitter.com/search?q=if%20i%20could%20play%20piano&src=typd
TEENS HARBOUR DESIRE TO BE ABLE TO PLAY MUSIC INSTRUMENTS, E.G. PIANO
http://www.nxtbook.com/nxtbooks/namm/2011globalreport/
45% PEOPLE PLAY MUSIC BECAUSE OF PARENTS’ ENCOURAGEMENT
http://www.davidnevue.com/pianomyths.htm
PIANO LESSON MYTHS SCARE THE CRAP OUT OF THEM
http://abcnews.go.com/blogs/headlines/2012/04/teens-getting-drunk-on-hand-sanitizer/
http://www.motherpedia.com.au/article/what-teenagers-dont-tell-their-parents-and-why
PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA
http://www.nytimes.com/2012/06/26/technology/software-helps-parents-monitor-their-children-online.html?pagewanted=all&_r=0
http://www.spygadgets4u.co.uk/blog/parents-losing-sleep-worrying-what-their-teenage-sondaughter-might-be-up-to.html
PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA
http://www.namm.org/news/press-releases/study-reveals-teens-strong-commitment-music-and-mu
MUSIC CAN HELP TAKE ‘PROBLEMATIC’ OUT OF ADOLESCENCE
http://online.wsj.com/article/SB10000872396390444042704577587570410556212.html
HOW TEENS LISTEN TO MUSIC
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=718ff834-7557-4a9d-8d1d-73e126158837
HOW TEENS ACCESS MEDIA
http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/
