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Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan

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10 key fundamentals to ensure you have a successful digital strategy and plan, based on my private and business experience.

This is a talk I did at Richmond Events Digital Marketing Briefing in London.

You can listen to the topic in slidecast and takes about 20 minutes.

The 10 things are:

It’s going to get faster
Everyone is doing it
You are already out there
Think lean forwards
Know what works online
Develop for the 3 screens
Go to them
Create a fan base
Take it from the top
The present is the past

Visit my blog/ site at http://www.garybembridge.com

Veröffentlicht in: Business
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Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan

  1. 1. Digital Fundamentals: For the confused and uncertain Gary Bembridge. Vice President Beauty Care, Johnson & Johnson
  2. 2. You can’t look back. You could look around. You have to look ahead.
  3. 3. #1 IT’S GOING TO GET FASTER Faster adoption. Faster expectations.
  4. 4. Years to penetrate 50% of homes (USA) 45 20 15 10 8 6 Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
  5. 5. 5 years ago these did not exist Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
  6. 6. 3 “favourite inventions” of the decade (UK) Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010 73% 62% 58% MP3 (51%) SatNav (46%) iPod (43%) YouTube (39%) HD TV (30%)
  7. 7. #2 EVERYONE IS DOING IT Even your mum and her friends are at it
  8. 8. #3 YOU ARE ALREADY OUT THERE Know where, why and what to do about it
  9. 9. Your brand is already active digitally. You better know about it. And what you will do. LTM – Eurostar - Heathrow - Tripadvisor - Facebook – Blogs – Mommy Bloggers - YouTube
  10. 10. Your brand is already active digitally. You better know about it. And what you will do. YouTube user generated brand spoofs: Durex versus Dove
  11. 11. Your brand is already active digitally. You better know about it. And what you will do. One of the biggest missed opportunities initially: 88 million views + 520K comments and counting
  12. 12. #4 THINK LEAN FORWARDS The days of sitting back are gone
  13. 13. ITV Xtra Factor ITV2 iTV Player catch-up YouTube Channel Facebook Paper tie-ins Concerts Twitter Danni on Twitter Digital SpyFan Blogs iTunes Online Betting Phone Voting Mags & Papers
  14. 14. #5 KNOW WHAT WORKS ONLINE Give them what they want
  15. 15. Think like a consumer, even when you walk through the office door 4 activities work Interaction Transaction Research Entertainment
  16. 16. #6 DEVELOP FOR THE 3 SCREENS The devices are merging and blurring
  17. 17. The 3 screens Content consumption merging & blurring All internet capable - BBC iPlayer on all 3
  18. 18. The mobile: our future remote control?
  19. 19. #7 GO TO THEM Be where they are, they won’t take that extra trip
  20. 20. Right content in right context at right time. Just like when you place your “traditional content” in any other media YouTube 3 million view in 18 months iTunes 100000 downloads a year
  21. 21. Right content in right context at right time. Just like when you place your “traditional content” in any other media Mitchell Kapur: “Getting information off the internet is like taking a drink from a fire hydrant” Principles of good communication Focus on content Repurpose. Don’t focus on the channel/ destination
  22. 22. #8 CREATE A FAN BASE Not a database
  23. 23. An advertiser meets the consumer to talk..
  24. 24. Creating a fan not a number You are dating not married for life, keep them keen or they get mean Listen Fast & Immediate Personal/ Personalized Relevant & Context Don’t spam Respect Privacy
  25. 25. #9 TAKE IT FROM THE TOP Don’t ask for it…….Love it. Live it. Do it.
  26. 26. Actions speak louder than words at the top The young may inherit the earth, leaders need to create it What you say? What you do? Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010 Create the #1 source of anti-age information online! Have a CRM program better than any other beauty brand! Spend most of the review on the TV ad discussing the set, casting, music….
  27. 27. Love it. Live it. Do it. Show you care “Where do you get the time?” What I learnt from Facebook, Twitter, YouTube, Blogging, Analytics, Sky+, Podcasts How do you keep up with all that is going on in beauty?
  28. 28. #10 THE PRESENT IS THE PAST See this as great news. You don’t need to follow
  29. 29. You can’t look back. You could look around. You have to look ahead. Give them what they want, where they want it, when they want it and how they want it.
  30. 30. 10 Fundamentals for the uncertain and nervous 1. It’s going to get faster 2. Everyone is doing it 3. You are already out there 4. Think lean forwards 5. Know what works online 6. Develop for the 3 screens 7. Go to them 8. Create a fan base 9. Take it from the top 10. The present is the past
  31. 31. TipsForTravellers.com GaryBembridge.com http://uk.linkedin.com/in/bembridge
  32. 32. THE DIGITAL MARKETING BRIEFING 17TH MARCH 2010

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