Modern Digital Communication 3.0 by TALVI Digital Helsinki

Digital Communication Strategy
and implementation
BI 3.0 point of view
Talvi Digital Oy
Pursimiehenkatu 29-31 B
00150 HELSINKI
puh. 010 820 1400
info@talvi.com
LUOTTAMUKSELLINEN
www.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Pekka Korpela
pekka.korpela@talvi.com
puh. 040 820 6770

Digital Communication 3.0 (by Philip Kotler)
Digital Communication 3.0
● Communication Management
● Communication Target Groups
● Communication Process
● Mission, Vision, Values
● Form of Communication
● Who says What to Whom?
● Technology
● Development of Communication
"The Internet is really
about
highly specialized
information and
highly specialized
targeting."
Eric Schmidt
Google, Executive Chairman
LUOTTAMUKSELLINEN
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Communications Management
Executive team
● Target groups
● Communication Strategies
● Development
● Planning
● Monitoring
● Revisioning
Implementation for
● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
● Shareholders
● Employees
LUOTTAMUKSELLINEN
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Targeting - 7 main target groups
Internal targets
● Employees
● Shareholders
External targets
● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
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Digital Communication Process
Message
* usp - unique proposition
* text
* storytelling
* audio
* visualization
Target group
* mass
* concentrated
(microcommunication)
* point to point
Interaction
* no interaction (broadcasting)
* interaction
Medium
* Television
* WWW
* Mobile
* e-mail
* Applications
* Radio
Media
* Different medias for different mediums
Data management
* Data mining
* Analysis
* Personal reports
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Message
USPText
Visualization
Storytelling
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Audio

Storytelling
Logo (one icon, one word)
One liner The Agency for Living Pictures
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One minute
Seven minutes
Twentyone minutes

Form of interactivity
Corporate Portal
● WWW -services
● Mobile -services
● E-mail -services
● Video -services
● Applications
● SEO (search engine optimization)
Internet Marketing
● SEM (search engine marketing)
● SOME (social medias)
● Banners
● Landing pages
● Landing applications
● Video -marketing
● Affiliate marketing
● Games media
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Mass Communication
Television
Radio Print
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Attention/AdvertisingAttention/MicroAdvertising
Micro Communication Gateways
CMP
communication
managementprocess:
-7maintargetgroups

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Interest
Mobile www
www & SoMe
Mobile apps
presentations
pdf- leaflets
Micro Communication
e-mail communication
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Mobiili www
Customer Care Center
Desire
CMP
communication
managementprocess:
-7maintargetgroups
Customer
Videos

Videos for Mass and Micro communication
When words simply won’t do.
When you want to tell a complex story.
And remember, it should be as long as it needs to be.
1) TVC for mass media
2) Commercials for WWW and SoMe
3) Corporate -videos for WWW-sites
4) Infomercials for microcommunication
5) Product -videos for microcommunication
6) Service -videos for microcommunication
7) Testimonials for microcommunication
check:
http://vimeo.com/talvi
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Micro Communication
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Customer Care Center
Valuation/Action
CRM (customer relations management)
CMP
communication
managementprocess:
-7maintargetgroups Customer

Salesman
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e-mailsUser data
CRM
Sales leadDigital order
Service/Order/SalesLead
Customer Customer
"Thanks!" "How can
I help?"

Analysis
Reports
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CRM
AnalysisandReports
Internal Service
Development
"How can we do this
process better?"
"Should we communicate
more with videos?"

All in the Cloud
LUOTTAMUKSELLINEN
www.talvi.com

The Agency for Moving Pictures
We create, manage and distribute
moving pictures for various mediums and purposes
for interactive communication
and love nothing more than a good challenge.
Talvi Digital
tel. +358 10 820 1400
info@talvi.com
https://www.facebook.com/TalviDigital

Modern Digital Communication 3.0 by TALVI Digital Helsinki

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Modern Digital Communication 3.0 by TALVI Digital Helsinki