Reworked Assignment for "How to become a great Digital Strategist"

1. HOW TO BECOME A
GREAT DIGITAL STRATEGIST.
FINAL ASSIGNMENT
SKILLSHARE CLASS BY @JULIECOLE BBH NYC
FINAL ASSIGNMENT BEN KEGLER / @DERBEN65

2. DIGITAL STRATEGY
FOR PLAYGROUND SESSIONS.
SKILLSHARE CLASS BY @JULIECOLE BBH NYC
FINAL ASSIGNMENT BEN KEGLER / @DERBEN65

3. OVERVIEW
1. PAST WHERE WE FROM.
2. FUTURE WHERE WE WANT TO GO.
3. AUDIENCE WHOM WE ARE TALKING TO.
4. SEED WHAT WE HAVE TO TELL THEM.
5. IDEA HOW WE WILL TALK TO THEM.
6. ECOSYSTEM WHERE AND WHEN TO REACH THEM.
7. IMPROVEMENT HOW TO GET BETTER.

4. 1.
PAST
WHERE WE FROM

5. PAST - WHERE WE FROM: THE MARKET
WHILE THE PHYSICAL
MUSIC INDUSTRY
KEEPS LOOSING
REVENUE – THE
DIGITAL MUSIC
INDUSTRY´S
REVENUE DID
INCREASE BY MORE
THEN 27 % WITHIN
THE LAST YEAR ONLY.
SOURCE: OFCOM.ORG.UK AND STATISTICBRAIN.COM

6. PAST - WHERE WE FROM: THE MARKET
LEARNING OVER
THE INTERNET IS
GAINING POPULARITY
WITH SERVICES
FROM NOT ONLY
STANFORD
UNIVERSITY BUT
ALSO PLATTFORMS
SUCH AS
SKILLSHARE.COM OR
WETEACHME.COM
SOURCE: GOOGLE TRENDS / THINKWITHGOOGLE

7. PAST - WHERE WE FROM: THE MARKET
THE POTENTIAL
AUDIENCE FOR
GAMELIKE TEACHING
SOFTWARE HAS
NEVER BEEN AS HIGH
AND IS STILL
GROWING.
SOURCE: BITKOM / OFCOM.ORG.UK AND STATISTICBRAIN.COM

8. 2.
FUTURE
WHERE WE WANT TO GO

9. WHERE WE WANT TO GO: THE MARKET
PLAYGROUND SESSIONS IS
A GAMECHANGER
FOR LEARNING
TO PLAY THE PIANO.

11. WHERE WE WANT TO GO: THE MARKET
IT USED TO BE NOW IT IS
PHYSICAL DIGITAL
EXPENSIVE AFFORDABLE
LONG COMMITMENT QUICK
FRUSTRATING SOCIAL
FUSSING PLAYFUL
TEACHER–DEPENDENT DIY LEARNING

12. WHERE WE WANT TO GO: THE BRIEF
OUR BRIEF
BRING 750K QUALIFIED VISITORS
TO THE PLAYGROUND SESSIONS SITE
WITHIN THE NEXT 12 MONTH.

13. 3.
AUDIENCE
WHO WE ARE TALKING TO.

14. AUDIENCE - WHO WE ARE TALKING TO: THE CUSTOMER
ANDREW, 25
OUR CUSTOMER
+ TECH SAVVY CREATIVE & MUSIC LOVER
+ CAREER IN COMMUNICATION SECTOR
+ USED TO PLAY PIANO FOR SOME YEARS AS A TEEN BUT THEN STOPPED
+ LIVES IN A FLAT SHARE WITH OTHER STUDENTS AND ABOUT TO STARTERS
+ MOST IMPORTANT THING IN HIS LIFE: FRIENDS, CAREER AND MUSIC
+ HIS TIME AND MONEY IS SPARE.
+ WANTS TO DIGG HIS LOST SKILLS AND PLAY LIVE
+ DOES NOT WANT A LONG TERM LEARNING COMMITMENT
+ HAS ALSO SEARCHED FOR PIANO TUTORIALS,
BUT YOUTUBE TEACHING IS LONESOME AND FRUSTRATING.
+ CONSIDERING TO LEARN THE GUITAR INSTEAD AS IT‘S LESS NOISEY
+ IF HE KNEW ABOUT PLAYGROUND SESIONS,
HE WOULD HAVE DOWNLOADED THE TRIAL VERSION ALREADY

15. AUDIENCE - INSIGHTS INTO ANDREW
ANDREW DOES NOT
WANT TO LEARN
ALL ON HIS OWN.
SOURCE: TWITTER ADVANCED SEARCH / THINKWITHGOOGLE

16. AUDIENCE - INSIGHTS INTO ANDREW
ANDREW NEEDS TO LEARN
THAT NOW HE CAN STUDY
THE PIANO WITH A SOFTWARE.
SOURCE: GOOGLE TRENDS / THINKWITHGOOGLE

17. AUDIENCE - INSIGHTS INTO ANDREW
INVOLVE ANDREW AND
HE WILL UNDERSTAND
SOURCE: TWITTER ADVANCED SEARCH / ELSEVIER.COM / PNAS.ORG

18. 4.
SEED
WHAT WE HAVE TO TELL ANDREW.

19. SEED - WHAT WE HAVE TO TELL ANDREW: SINGLE MINDED PROPOSITION
LET´S PLAY.

20. SEED - WHAT WE HAVE TO TELL ANDREW: TONE
BEFORE CAMPAIGN AFTER CAMPAIGN
– IT WILL TAKE AGES TO BE ABLE TO PLAY – FAST RESULTS
– TOO MUCH COMMITMENT – JUST JUMP FROM LEVEL TO LEVEL
– WILL NEVER KEEP UP THE PRACTISE – THERE IS AN ACTIVE ONLINE COMMUNITY TO JOIN
– WHO TO PLAY WITH – NOW I CAN START A BAND AND PLAY LIVE
– TO EXPENSIVE – THE TRIAL IS FREE – LET‘S CHECK IT OUT!
– NO TIME FOR LESSONS – I CAN PLAY WHENEVER I WANT
LET´S PLAY.
LEARNING THE PAINO IS NOW PLAYFUL AND SOCIAL.

21. SEED - WHAT WE HAVE TO TELL ANDREW: REASONS
BEFORE CAMPAIGN AFTER CAMPAIGN
– IT WILL TAKE AGES TO BE ABLE TO PLAY – FAST RESULTS
– TOO MUCH COMMITMENT – JUST JUMP FROM LEVEL TO LEVEL
– WILL NEVER KEEP UP THE PRACTISE – THERE IS AN ACTIVE ONLINE COMMUNITY TO JOIN
– WHO TO PLAY WITH – NOW I CAN START A BAND AND PLAY LIVE
– TO EXPENSIVE – THE TRIAL IS FREE – LET‘S CHECK IT OUT!
– NO TIME FOR LESSONS – I CAN PLAY WHENEVER I WANT
LET´S PLAY.
LEARNING THE PAINO IS NOW PLAYFUL AND SOCIAL.
REASONS FOR INTEREST. REASONS TO BELIEVE.
– FREE TRIAL VERSION – WAY CHEAPER THAN PIANO LESSONS
– FLEXIBLE TIMES – FITS SEAMLESS IN MY SOCIAL CONTEXT
– GAMIFIED LEARNING – POTENTIAL BOOTCAMP INTENSE SESSIONS
– I COULD DIG LOST SKILLS WITHIN WEEKS – COMMUNITY REPRESENTS ON YOUTUBE ALREADY
– I COULD IMPROVE MY SKILLS – CHANCE TO WIN A FOURHAND TRAINING
– MIGHT BE A STARTING POINT FOR MY BAND – I CAN EVEN BRING MY FRIENDS IN

22. 5.
BIG IDEA
HOW WE WILL TALK TO ANDREW.

23. IDEA
TO CONVINCE ANDREW
THAT PLAYGROUND SESSIONS
IS FUN AND SOCIAL, WE
INSTALL PLAYFUL OBJECTS
IN HIS SOCIAL CONTEXT.

24. IDEA - TONE & FEEL
THESE PLAYFUL OBJECTS
ARE INTERACTIVE CHAIRS.
BUT NOT JUST
ANY CHAIR.

25. IDEA - KEY VISUAL

26. IDEA - USER EXPERIENCE
BY SITTING ON THE CHAIR
USERS CAN PLAY NOTES
AND EVEN SONGS.

27. IDEA - MOOD

28. 6.
ECOSYSTEM
WHERE AND WHEN TO REACH ANDREW.

29. ECOSYSTEM - COMMUNICATIONS FRAMEWORK
COMMUNICATION FRAMEWORK
ABOUT TO RELAPSE ADULT PURCHASING SOFTWARE

30. ECOSYSTEM - HERO
OUR HERO
INTERACTIVE
CHAIRS

31. ECOSYSTEM - PHASE I: AWARNESS
AWARENESS
INTERACTIVE
CHAIRS
WEB BANNER

32. ECOSYSTEM - PHASE II: RESEARCH
RESEARCH
INTERACTIVE
CHAIRS
WEB BANNER
FACBOOK ADS SEO SERIES

33. ECOSYSTEM - PHASE III: BUYING MOMENT
BUYING MOMENT
INTERACTIVE
CHAIRS
2FOR1 CHRISTMAS OFFER
WEB BANNER PRINT ADS
FACBOOK ADS SEO SERIES

34. ECOSYSTEM - OVERVIEW
OUR DIGITAL ECOYSYSTEM
INTERACTIVE
CHAIRS
2FOR1 CHRISTMAS OFFER
WEB BANNER PRINT ADS
FACBOOK ADS SEO SERIES

35. ECOSYSTEM - BUDGETS
BUDGETS
SPREAD INTERACTIVE PIANO CHAIRS 130 K
WEB BANNER 30 K
FACEBOOK ADS 10 K
SEO 20 K
PRINT ADS 10 K
OVERALL BUDGET 200 K

36. 7.
IMPROVMENT
HOW TO GET BETTER

37. IMPROVEMENT - HOW TO MEASURE
MEASUREMENT
TRACK AND MEASURE TRAFFIC TRACK AND MEASURE TRAFFIC
WEBISTE, FACEBOOK, TWITTER, WEBISTE, FACEBOOK, TWITTER,
YOUTUBE, GOOGLE YOUTUBE, GOOGLE
NOVEMBER 2012 FEBRUARY 2013 MAY 2012 NOVEMBER 2013
SURVEY INTO AWARNESS OF SURVEY INTO AWARNESS OF
RELEAPED ADULTS OF PS RELEAPED ADULTS OF PS
SURVEY FROM BUYERS INTO SURVEY FROM BUYERS INTO
ADVERISING EFFECTIVNESS ADVERISING EFFECTIVNESS

38. IMPROVEMENT - KEY PERFORMANCE INDICATORS
KPI´s
AWARNESS CONSIDERATION PREFERENCE PURCHASE RETENTION
766.282,758 8.833,33 INCREASE IN POSITIVE 119.999,988 20.830.000
IMPRESSIONS TO THROUGH FACEBOOK JUDGMENT ON PEOPLE PURCHASE IMPRESSIONS TO
THE TARGET MARKET PLAYGROUND SESSIONS THE PRODUCT THE TARGET MARKET
FROM WEBBANNERS 5.800.000 IS FUN.
THROUGH WEBBANNER
10.416.662,5
THROUGH FACEBOOK

39. THANK YOU VERY MUCH!
QUESTIONS?
TWEET ME @DERBEN65
ALL RIGHTS RESERVED.