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The Three Tragic Flaws
(that might mean curtains for your digital strategy)
The Stage is Set
You Are About to Write a New Story
You’ve Put Together a Solid Digital Strategy
Everything is a Go
But Are You Destined For Tragedy?
Your Entire Strategy Might Be Based on
Some Tragic Flaws
Three Tragic Digital Strategy Flaws
 Greek Tragedy
 Hamartia—hero makes a
critical mistake
 Hubris—hero’s pride keeps
them from realizing their
mistake
 Anagorisis—hero has a
revelation but, well, it’s too
late.
 Digital Strategy
 Mobile—that mobile should
somehow be a separate part
of your strategy
 Video—that you should just
publish your video to YouTube
 Social—that it’s just another
channel to broadcast your
message
Mobile
When You Think of Mobile as Separate
The Result?
What It Really Means…
 More complicated workflow
 Content is treated “differently” for mobile
 Slower time to market
 More elements of your digital presence to manage
Ciena: Avoiding the Tragic Flaw of Separation
13
Same Content, Mobile Experience
Swipe Touch
It May Seem Confusing But It’s Not Rocket
Science
Stop Thinking About Devices and More About
Behavior
Like Ciena
 Focused workflow on creating content, not converting it
 Selected content management tool that provided for
automatic conversion of content through mobile
“templates”
 Focused on answering the question,
 “What kind of content do people want to see when they are not
at their computer?”
Video
When You Only Publish to YouTube…
You Are Disconnecting Users From Your
Story
What Can You Do?
 Add “annotations” to your video as Call-to-Actions
 Doesn’t work on mobile/tablet
 Use the video description to reinforce how the video fits
into your story
Annotate Your Videos
http://www.labnol.org/internet/youtube-links-to-external-sites/26209/
Annotation Example: 3 (UK Mobile Provider)
http://www.youtube.com/watch?v=Ekr05T9Iaio
Use Video Descriptions To Reinforce Your
Story
The Result?
Your website
Social
Social Is Not Just Another Channel
What Can You Do?
 Keep it in Context
 Be Your Audience
Keep it in Context
The Trap Of Consistency
Context Is About Targeting
Context In the Digital World
These Two Things Are Not the Same
Facebook Is Not Twitter Is Not LinkedIn
 Different methods
 Facebook accepts long posts, inline images, and video
 Twitter is like Instant Messaging (but with a lot of people at the
same time)
 LinkedIn’s audience are business professionals
 How to keep content in context
 Remember the audience of the social network. To whom are you
communicating? What do they want to read or see?
 Fit the format.
 Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just
another channel…
Tie Product Into Audience
Be Your Audience
Doing It Right: Coca-Cola
 On average, at least 1
interaction per post
 Interaction is conversational
connecting the brand with the
audience (multiple likes on the
brand comments)
Not So Doing It Right: British Airways
 On average, less than 1
comment per 5 or six posts
 Comments are customer-
service in nature, adding
nothing to the conversation
(not interactive)
You Can’t Engage If You Are Observing
Get Plugged In!
Doing It Wrong on Twitter: Coca-Cola
 Notice the distinct lack of
references to anyone
 Coca-Cola is just using Twitter
to distribute messages
 No interaction…anywhere…
(no RTs, no mentions, etc.)
Doing It Right On Twitter: McDonald’s
 Lots of RTs and mentions
 Conversations with lots of
different users
 Direct responses:
 “Glad you liked them! RT…”
How to Avoid Those Tragic Flaws?
Make Mobile, Video, and Social Part of your
Digital DNA
Thank You

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3 Tragic Flaws That Could Mean Curtains for your Digital Strategy

  • 1. The Three Tragic Flaws (that might mean curtains for your digital strategy)
  • 3. You Are About to Write a New Story
  • 4. You’ve Put Together a Solid Digital Strategy
  • 6. But Are You Destined For Tragedy?
  • 7. Your Entire Strategy Might Be Based on Some Tragic Flaws
  • 8. Three Tragic Digital Strategy Flaws  Greek Tragedy  Hamartia—hero makes a critical mistake  Hubris—hero’s pride keeps them from realizing their mistake  Anagorisis—hero has a revelation but, well, it’s too late.  Digital Strategy  Mobile—that mobile should somehow be a separate part of your strategy  Video—that you should just publish your video to YouTube  Social—that it’s just another channel to broadcast your message
  • 10. When You Think of Mobile as Separate
  • 12. What It Really Means…  More complicated workflow  Content is treated “differently” for mobile  Slower time to market  More elements of your digital presence to manage
  • 13. Ciena: Avoiding the Tragic Flaw of Separation 13
  • 14. Same Content, Mobile Experience Swipe Touch
  • 15. It May Seem Confusing But It’s Not Rocket Science
  • 16. Stop Thinking About Devices and More About Behavior
  • 17. Like Ciena  Focused workflow on creating content, not converting it  Selected content management tool that provided for automatic conversion of content through mobile “templates”  Focused on answering the question,  “What kind of content do people want to see when they are not at their computer?”
  • 18. Video
  • 19. When You Only Publish to YouTube…
  • 20. You Are Disconnecting Users From Your Story
  • 21. What Can You Do?  Add “annotations” to your video as Call-to-Actions  Doesn’t work on mobile/tablet  Use the video description to reinforce how the video fits into your story
  • 23. Annotation Example: 3 (UK Mobile Provider) http://www.youtube.com/watch?v=Ekr05T9Iaio
  • 24. Use Video Descriptions To Reinforce Your Story
  • 27. Social Is Not Just Another Channel
  • 28. What Can You Do?  Keep it in Context  Be Your Audience
  • 29. Keep it in Context
  • 30. The Trap Of Consistency
  • 31. Context Is About Targeting
  • 32. Context In the Digital World
  • 33. These Two Things Are Not the Same
  • 34. Facebook Is Not Twitter Is Not LinkedIn  Different methods  Facebook accepts long posts, inline images, and video  Twitter is like Instant Messaging (but with a lot of people at the same time)  LinkedIn’s audience are business professionals  How to keep content in context  Remember the audience of the social network. To whom are you communicating? What do they want to read or see?  Fit the format.  Make the content relevant. If you are just re-posting stuff from your website with links, you are treating social media like just another channel…
  • 35. Tie Product Into Audience
  • 37. Doing It Right: Coca-Cola  On average, at least 1 interaction per post  Interaction is conversational connecting the brand with the audience (multiple likes on the brand comments)
  • 38. Not So Doing It Right: British Airways  On average, less than 1 comment per 5 or six posts  Comments are customer- service in nature, adding nothing to the conversation (not interactive)
  • 39. You Can’t Engage If You Are Observing
  • 41. Doing It Wrong on Twitter: Coca-Cola  Notice the distinct lack of references to anyone  Coca-Cola is just using Twitter to distribute messages  No interaction…anywhere… (no RTs, no mentions, etc.)
  • 42. Doing It Right On Twitter: McDonald’s  Lots of RTs and mentions  Conversations with lots of different users  Direct responses:  “Glad you liked them! RT…”
  • 43. How to Avoid Those Tragic Flaws?
  • 44. Make Mobile, Video, and Social Part of your Digital DNA

Hinweis der Redaktion

  1. PurposeContentChannels
  2. Your digital strategy
  3. On average, at least 1 interaction per conversation. Interaction is conversational.