1. Digital Strategy in the Perfect Storm
Presentation for TEKO Design + Business
9 March 2012

2. Man kan som læser både blive inspireret,
bekræftet og provokeret af Peters social media
bibel. Jeg blev alle tre ting. Bogen er nødvendig
læsning for dansk erhvervsliv.
Perspektiveringerne fra en trænet web 2.0
discipel som Peter er skarpe og både
intellektuelt og operationelt stimulerende.
Joachim Rubow, Koncernmarketingdirektør
Danske Bank Group



3. Tweet about this presentation:
#petersvarretalks

4. Has your organization worked
with social media initiatives
within the last year?
Source: socialsemantic.eu

5. Central coordination and
targeted planning
Sporadic initiatives
and no clear planning
We are testing
A couple of employees are
testing without a clear
deadline
Other
Source: socialsemantic.eu

6. The Result

8. Time to get serious!

9. Sociale Media is a
Perfect Storm

10. Digitization
User Creation

11. Non-professionals
create products
North West: North East:
Mass- The Eye of the
customization Perfect Storm
Physical Digital
economy Economy
South West: South East:
Traditional Digital Professional
economy services
Only professionals
create products

12. An example:
The Travel Business

13. There once was a
travel agency:

14. • Purchase of flight tickets,
hotel bookings etc.
= • Customization of trip
• Find the cheapest trip
• Trip advice

15. Non-professionals
create products
Customization of Trip advice
trip
Physical Digital
economy Economy
Purchase of flight
Price comparison
tickets, hotel
(Find the cheapest
bookings etc.
trip)
Only professionals
create products

16. Excercise

17. Spend 2 minutes with the person next to you and find four
different companies or business areas that correspond to
the four different corners

18. Communication
Strategy in the
Perfect Storm

19. The old world
Recipient
Consumer
Media
TV Communi-
Company Message
Radio cation
Papers

20. Non-professionals
create products
Physical Digital
economy Economy
Only professionals
create products

23. The conversation takes
place without the companies

24. But
companies
can become part
of this
conversation

25. 3 basic rules

26. Choose the right platform

29. Speak the language

31. Be interesting

32. High-involvement
Potential for conversation but it Large potential for conversation
must be digitized
- Choose the right platform and
- Make products digital or create speak the language and everything
bridges to the digital world more or less happens by itself.
Physical Digital
product product
Low potential for conversation Potential for aided conversation
- Motivate people to talk about
- Make your products more your products when they are
interesting or create new using them and they are
products. engaged.
- Make products digital or create
bridges to the digital world.
Low-involvement

33. Do platforms exist and can we
use them?
Communication
strategy
Are your products interesting or
Can you speak the language?
can you make them interesting?

34. High involvement
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
Low involvement

35. Co-creation of products

38. Involvement in products

40. 5 Types of Involvement
1. Involvement around rating, comments and
improvement of products.
2. Involvement around service
3. Involvement around usage of products
4. Involvement around product conversations
5. Involvement around the creation of the
products

41. Creation of new
involving product

43. Creation of involving
campaign

46. On Twitter, @Alyssa_Milano wrote "Are
you flirting with me, @oldspice guy?"

48. Digital mass-
communication

50. Excercise

51. 1. Create 4-5 five groups
2. Select one of the companies from the
previous excercise
3. Talk about:
– The product
– The market
– The customers
4. Select one or more of the five
communcation strategies and describe
how the company could use this
strategy to sell more products
– Talk about the relevant platforms
– Talk about how to become interesting
5. Present your communication strategy
to all of us.

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