How to Develop a Digital Strategy

DEVELOPING A DIGITAL STRATEGY:A CASE STUDY IN SOCIAL SERVICE DESIGN

a @brokenguru rumbleMonday, 18 March 13

a @brokenguru rumble

SOCIAL BY DESIGN:POKERSTARS BOOM!

Monday, 18 March 13

STEP 1:IDENTIFY THE CHALLENGE


POKERSTARSTHE WORLD’S LARGEST ONLINE POKER CLIENT



MAKE POKERSTARSA SOCIAL PLATFORM

CHALLENGE:

Monday, 18 March 13

CHALLENGE:SHIFT PERCEPTION,

FROM ISOLATED “GRINDER”


CHALLENGE:

TO CONNECTED“SUPERSTAR”

ALIGNED WITH NEW“WE ARE POKER” TVC


STEP 2:ALIGN WITH BUSINESS PROBLEM



BUSINESS PROBLEM

Monday, 18 March 13

BUSINESS PROBLEM:

LIVE POKER IS “INNATELY SOCIAL”

Monday, 18 March 13

BUSINESS PROBLEM:

AND PERCEIVED ASGLAMOROUS/COOL


BUSINESS PROBLEM:


THE REALITY OF ONLINE POKER HOWEVER

Monday, 18 March 13

BUSINESS PROBLEM:

IS LONLEY NIGHTS


BUSINESS PROBLEM:

AND CAN BE THEOPPOSITE OF SOCIAL


BUSINESS PROBLEM:

BUT POKERSTARSMAIN REVENUE IS ONLINE


BUSINESS PROBLEM:

AND BIG SPENDERS PRAY ON NEW “FISH” ONLINE

OR WILL PLAY ELSEWHERE...


BUSINESS PROBLEM:

SO POKERSTARS BUSINESS MODEL RELIES HEAVILY...

ON A CONSTANT STREAM OF NEW PLAYERS


STEP 3:DEFINE THE KEY BRIEF TAKEAWAY


KEY BRIEFWE WANT TO BE THE NIKE+

OF ONLINE POKER


STEP 4:DEFINE STRATEGIC AND CREATIVE CONSTRAINTS



CREATIVE/STRATEGICCONSTRAINTS

Monday, 18 March 13

FULL TILT’S COMMUNICATION “HERO’S”

STAR POKER PLAYERS

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WITH THE LINE “PLAY WITH THE PROS”

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SO FULL TILT IS ASPIRATIONAL

Monday, 18 March 13

WHILE POKERSTARS’ “WE ARE POKER” STRAPLINE

IS MORE INCLUSIVE AND COMMUNAL



SO ANY COMMUNICATION HAS TO BE HORIZONTAL

NOT VERTICAL

Monday, 18 March 13

HAS TO ORGANICALLY FIT INTO USER FOOTPRINT


HAS TO BE MOBILE CENTRIC, EMPLOYING “ONE CLICK” UX RULE


MUST BE “SOCIAL-BY-DESIGN”


DRIVEN “BY THE PLAYER”


AND “MEASURABLE-BY-NATURE” SOROOTED IN ACTION


STEP 5:SEARCH OUT STRATEGIC INSIGHT



STRATEGIC INSIGHT:

THE PROCESS

Monday, 18 March 13

STRATEGIC INSIGHT:

LISTEN

IMMERSE

UNDERSTAND


ACTION

Monday, 18 March 13

STRATEGIC INSIGHT:

IMMERSE

WE TRACKED FIVE ONLINE POKER PLAYERS FOR 1 MONTH


AND TRACKED THEIR EVERY MOVE

IMMERSE



IMMERSE

AND THE STRATEGY TEAM HAD TO “START GRINDING”

Monday, 18 March 13


LISTEN

STRATEGIC INSIGHT:

WE USED RADIAN6 TO TRACK EVERY ONLINE POKER CONVERSATION

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LISTEN

AND EVEN CREATED OUR OWN TOOL TO MEASURE INTERNAL CHATS ON POKERSTARS

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STRATEGIC INSIGHT:

UNDERSTAND

Monday, 18 March 13


UNDERSTAND

WE GOT A LOT OF DATA!

Monday, 18 March 13


UNDERSTAND

LIKE POKER PLAYERS LOVE BBC IPLAYER

Monday, 18 March 13


UNDERSTAND

AND POKER PLAYERS LOVE TO HATE!

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UNDERSTAND

CAME LOTS OF IDEAS...

FROM LOTS OF DATA

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UNDERSTAND

BUT LITTLE ACTIONABLE INSIGHT

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WE GOT IT!

PLAYERS ONLY SHARE WHEN THEY LOSE!

THEY CALL IT A “SICK BRAG”


UNDERSTAND

Monday, 18 March 13

UNDERSTAND

BUT “SICK BRAGS” ARE CONFUSING TO NONE PLAYERS

AND MAKE NO REFERENCE TO BRAND


STEP 6:DEVELOP THE STRATEGY

(PROPOSITION, CREATIVE, UX)


STRATEGY

ACTION


STRATEGY

ACTIONFROM CONFUSING, EXCLUSIVE “SICK BRAGS”


s


STRATEGY

ACTIONTO SHARABLE, VISUAL CALLS TO ACTION

Monday, 18 March 13

a @brokenguru rumblea @brokenguru rumble

STRATEGY

ACTIONAN IN-GAME BUTTON THAT SHARES YOUR MISERY AUTOMATICALLY

Monday, 18 March 13

a @brokenguru rumblea @brokenguru rumble

STRATEGY

ACTIONAND LETS OTHERS DISCUSS HOW YOU COULD PLAY IT BETTER

Monday, 18 March 13


SUPPORTED BY PROMOTIONS, FILM CONTENT AND USED LIVE ON CHANNEL 4

Monday, 18 March 13

STEP 7:MEASURE RESULTS


RESULTS


FROM 20% SHARE OF ONLINE POKER CONVERSATION TO 92%

OVER 1 MILLION BOOM HANDS SHARED

650% INCREASE OF SOCIAL TRAFFIC TO POKERSTARS.COM

RECOGNISED AS THE “NIKE+” OF POKER

Monday, 18 March 13

STEP 8:SELF-CONGRATULATE


IN ONE WORD


KEY TAKEAWAYS

Monday, 18 March 13

IN ONE WORD


DIGITAL STRATEGY FOLLOWS SIMILAR PROCESSES TO

TRADITIONAL STRATEGY

Monday, 18 March 13

IN ONE WORD


BUT IS MORE ABOUT ACTION, USER JOURNEYS AND INTERFACE

DESIGN

Monday, 18 March 13

IN ONE WORD


STRATEGIES THEREFORE HAVE TO BE INNATELY SOCIAL, UX DRIVEN AND ORIENTATED IN

ACTION

Monday, 18 March 13

IN ONE WORD


CONCEPTUALLY, YOUR STRATEGY SHOULD START WITH THE BEHAVIOR OF YOUR USER

Monday, 18 March 13

IN ONE WORD


NOT YOUR BRANDS CONCEPT OF ITSELF

Monday, 18 March 13

IN ONE WORD


WE NEED TO MOVE FROM BRAND AS BROADCASTER TO BRAND AS

ENABLER

Monday, 18 March 13

IN ONE WORD


DOES YOUR IDEA HAVE SOCIAL, ACTION BASED EXECUTIONS

Monday, 18 March 13

IN ONE WORD


IF NOT, START AGAIN

Monday, 18 March 13

IN ONE WORD


INTEGRATION IS THE INTER-OPERATION OF PARTS. NOT ONE

IDEA IN MANY PLACES

Monday, 18 March 13

IN ONE WORD


UNDERSTAND THE OPERATION, THE WAY THINGS WORK, AND ALIGN THAT WITH CONSUMER

INSIGHT

Monday, 18 March 13

IN ONE WORD


PROVIDE A USEFUL SERVICE, AND YOUR USER WILL KEEP

COMING BACK.

Monday, 18 March 13

IN ONE WORD


REMEMBER, NOW THEIR IN CONTROL. THE BIGGEST DIGITAL

SUCCESSES HAVE BEEN ABOUT PROVIDING USEFUL SERVICE

Monday, 18 March 13

NEXT STEP:HOW WOULD YOU DEVELOP A DIGITAL

STRATEGY?


CHALLENGE:PAIR UP. I’LL BE PUTTING TOGETHER A

DUMMY BRIEF FOR YOUR TEAMS TO ANSWER IN THE NEAR FUTURE.

THE BEST WILL WIN SOME AWESOME PRIZE.POSSIBLY A HUG. FROM ROD

(HE GIVES GREAT HUGS)


BOOM


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How to Develop a Digital Strategy