Digital strategy

Thinking of communication design

Strategy, it’s a core requirement for digital integration

www.mrcoincidence.com

Have you ever thought “Strategy” for digital integration?
Why is “Strategy” being left out?



Maybe you’ve forgotten the difference between strategy and tactics



Strategy vs Tactics

Maybe you’ve forgotten the difference between strategy and tactics


Strategy is when you have a plan to accomplish
something. From beginning to end if you are
prepared and focus on your plan that's having a
strategy

strat·e·gy/ˈstratəәjē
1.  A plan of action or policy designed to achieve a major or overall aim.
2.  The art of planning and directing overall military operations and movements.


Tactics are the specific actions, sequences of
actions, and schedules you use to fulfill your
strategy. If you have more than one strategy you
will have different tactics for each.

tac·tics /ˈtaktiks/
1.  An action or strategy carefully planned to achieve a specific end.
2.  How you will achieve your strategy and when.


Strategy

Tactics are part of
strategy

Tactics


It’s like going on a road-trip,
when you don’t know where you’re going or why?


Strategic Gap
It’s like going on a road-trip,
when you don’t know where you’re going or why?


Brand Mission

Why do some brands to start here?

Content announcement : Newsletter, Blog etc…
Content idea : 3D, Motion graphic, Art work etc…
Content tools : Social plugin, YouTube etc…
Content metrics, measures : Tracking, Analysis etc…


Brand Mission

It’s “Strategic Gap”


Brand Mission

Future vision : Reason for being etc…
Content priority : Value, impact, budget etc…
Content strategy : Specific goals, objectives etc…
Identified users : Audiences, user insight etc…



Strategy Brand Mission

Future vision : Reason for being etc…
Content priority : Value, impact, budget etc…
Content strategy : Specific goals, objectives etc…
Identified users : Audiences, user insight etc…

Tactics



Analysis / Research Planning

Technology People + Society Content Logistics

Market competition Product / Service / Content Financial Schedule

Strategy

Role People Analysis Seeding

Interaction Governance

Resource Post management


Briefing Production Future

Clarify the situation Set up tactics and directions Optimize contents

Analysis Post
Planning Role
Research management


Technology People + Society
•  What devices / OS / Browser /platform do our •  Who is our main target?
users use? •  What are their motivation?
•  What devices / OS / Browser /platform do we
need to target/use?
•  What technology (html5, Flash, jQuery mobile
etc) should we use?

Analysis
/
Research

•  Do we have digital assets? •  What’s product / service / content strategy?
•  What are others doing in the digital space? •  What content currently exists?
•  Do we need to optimize existing product /
service / content?
•  What content is missing?
•  What content should be thrown out?
Market competition Product / Service / Content


Content Logistics
•  What messages should be communicated? •  How will we manage production data delivery?
•  What content features will support those •  How will we manage content delivery?
messages?
•  How do we migrate existing content?
•  How often do we update the content?
•  What overall content concept?

Planning

•  How much budget? •  How will we plan to source or develop?
•  How much can we spend for updated content?

Financial Schedule


Role

•  Who is going to write or produce all this content?
•  Who is responsible for reviewing, editing, and approving?
•  Should ownership be centralized or decentralized?

Resource

•  Do we have the resources to maintain / update the content?
•  Will new content be created or sourced from out resources?
•  What legal or regulatory approvals do we need?

Planning


Analysis Seeding
•  What happens to our content once it goes up on •  How will we announce new content/platform?
online? •  How will we get more traffic?
•  How will we know if the content is doing its job?
•  What metrics can we use to track content
performance?

Post
management

•  How will we engage/involve our customer? •  What quality control measures do we need?
•  How will we optimize/use customer •  What guidelines do we need to provide content
communication? creators?

Interaction Governance


So if you don’t have “strategy”…


Case 1


Case 1

If you don’t have “plan / resource”…


Problem

TGI Friday’s launched a huge Facebook offer using a fictitious fan named Woody. If self
proclaimed number one fan Woody could get 500,000 Facebook fans by 30th September
2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or Jack
Daniels Chicken Sandwich. TGI Friday’s was not prepared for the campaign response and
after a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000
friends, even before TV and digital banners were launched Sept. 7.

By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark.


Problem

TGI Friday’s launched a huge Facebook offer using a fictitious fan named Woody. If self
proclaimed number one fan Woody could get 500,000 Facebook fans by 30th September
2009, then the first 500,000 would be entitled to a free Jack Daniels Burger or Jack
Daniels Chicken Sandwich. TGI Friday’s was not prepared for the campaign response and
Wow great!
after a soft launch on Sept. 2 and a subsequent e-mail campaign, Woody picked up 80,000
friends, even before TV and digital banners were launched Sept. 7.

By Sunday, Sep 13, Woody hit the proposed 500,000 Facebook fan mark.


No! It’s not great.


Fallout…

TGI Friday’s was unprepared for the extreme response. They couldn’t keep up with the
coupon demand created by the overwhelming acquisition of new fans and, in turn,
disappointed their captive audience...

What sounded like a great idea in theory turned into a forum for angry fans to vent their
frustrations with no moderation.


Case 2


Case 2

If you don’t have “post management”…


Problem
Mars, the maker of Skittles candy, scrapped its home page on the Web and put in its place
a collage of content from social networking sites. The hodgepodge included a live Twitter
feed, chatter and video from Flickr and YouTube. All the social media feeds were fairly
harmless--except the tweets from Twitter. Any tweets hashtagged with #skittles were
immediately populated onto their site- leaving the page vulnerable for attack from users.
By day two, some of the comments were scalding. Among the most alarming: "F!*K
Skittles." It certainly wasn't the reaction Mars expected.


Response

Skittles had a great idea and was on the right track with letting it’s users interact and
populate the space, however, there was an absolute lack of boundaries. Although the
company put an age restriction on their site (13 years old+), Skittles kept the Twitter feed
up for a while before they completely revamped their strategy and their site, moving their
social elements to the corner of the page.


Fallout

For days, users would be greeted with offensive and vulgar Tweets on the Skittles website.
The complete lack of moderation resulted with the brand getting abused and bashed
openly on their own website, with words such as “anal cunt” etc. getting fed directly onto
their corporate sponsored site. Considering that children are also part of the Skittles
demographic, the strategy was also polarizing and outraged many parents who protested,
not allowing their children to visit the site.


So why do we need strategy?
How will it work?


Why do we need strategy?

All companies, no matter what the size, must start to think more
like publishers than ever before. It’s not only media and consumer
behavior, but it’s the business model that has changed drastically
over the past few years and continues to change.

Innovation doesn’t happen when society adopts new tools, it
happened when society adopts new behaviors.

Having strategy creates these behaviors.


How will it work?

Having strategy also does…

1.  Optimize existing resources
2.  Optimize business model
3.  Create user value (unique selling proposition)
4.  Set up tactics in a logical way
5.  Handle and care about time and its influence


If you know where and why you’re going
all you need is a tactic
on how to get there.


Putting it all together…

Strategy

Mission Strategy Tactics Activation

Brand Social Goals Objectives Tools Platforms Content Experience

Measure. Report. Adapt


In summary…

1.  Be strategic, not just experimental
2.  Listen to what users want
3.  Have a goal, set some benchmarks
4.  Use good content to drive more traffic & conversation
5.  Develop the opportunity to participate
6.  Define success, know when you did well
7.  Define value, and make a difference


Digital strategy

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