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Sharing our stuff,[object Object],Strategic digital integration,[object Object],April 2011,[object Object],dch.co.uk,[object Object],@DCH_Agency,[object Object]
Why are we doing this?,[object Object],We’ve been helping some of our clients become more social and more digital,[object Object],We’ve been helping them do this in an integrated way,[object Object],In this open era, we wanted to share the work and for it to be collaborated on,[object Object],This is version 1.0, released April 2011,[object Object],Please share it and let us know your thoughts,[object Object],@nicholasrgill,[object Object]
Digital* has changed the way people behave, think, act and interact with brands…… and people. Brands need to change too,[object Object],*Broadband, mobile accessibility, technology adoption, social media sharing, cultural participation and evolution,[object Object]
We used to do this,[object Object],Brand,[object Object],Consumer,[object Object]
Because one purchase funnel ruled them all,[object Object],Source: Forrester,[object Object]
But the reality is more complex,[object Object],Source: Forrester,[object Object]
So communications need to adapt,[object Object],Shareable,[object Object],Sociable,[object Object],Topical,[object Object],Be relevant,[object Object],Add value& meaning,[object Object],Facilitate,[object Object],Participate,[object Object],Community,[object Object],Consumer,[object Object],Brand,[object Object],Activate the brand truths,[object Object]
Be relevant,[object Object],Add value,[object Object],Facilitate,[object Object],Identifying the business problem,[object Object],Clear & measurable,[object Object],Attainable,[object Object],Consumer,[object Object],Business,[object Object],Community,[object Object],Shareable,[object Object],Sociable,[object Object],Topical,[object Object],People,[object Object],Advocates,[object Object],Empowered,[object Object],Distributed,[object Object],Brand,[object Object],Physical,[object Object],Real-worldintegration,[object Object],Technology,[object Object],Accessible,[object Object],Scaleable,[object Object],Beta,[object Object],Well, actually it’s a bit more like this,[object Object]
Image source: InnovativeThunder.com eBook,[object Object]
DIGITAL/SOCIAL MEDIA HAS VERY, VERY LARGE NUMBERS,[object Object],WE ARE LITERALLY TALKING BAJILLIONS,[object Object],Image source: http://bit.ly/f9lFHQ,[object Object]
An awful lot of Facebookers,[object Object],Quite a tremendous amount of Twitterers,[object Object],I think this You Tube thing may catch on,[object Object],iPhone’s are not the only mobile fruit,[object Object],HUGE!,[object Object],Blogging still big,[object Object],Gazillions of apps,[object Object],Stupendous amounts of search,[object Object],Bajillions of SMS,[object Object],Email a go go,[object Object],Streaming for the masses,[object Object]
Go on, check them out. Dare you…,[object Object],http://www.google.co.uk/intl/en/landing/internetstats/,[object Object],OR a pretty version here if you prefer pictures to words,[object Object],http://www.focus.com/images/view/48564/,[object Object],Hard to believe  I know but I won’t be sharing 10 slides of HUGE numbers to justify the importance of digital and social. ,[object Object],Social & digital is now a normal part of life.,[object Object],Because…,[object Object]
Camera, DVD, Blu-Ray,[object Object],RSS,[object Object],Social viewing / Participation,[object Object],Surfing,[object Object],On-demand (iPlayer, 4OD, Hulu),[object Object],TV viewing,[object Object],MMO,[object Object],Interactive TV,[object Object],Casual,[object Object],Handheld,[object Object],ARG,[object Object],PVR,[object Object],Feeds/Filters,[object Object],Console,[object Object],TV,[object Object],Gaming,[object Object],Bluetooth,[object Object],Text,[object Object],Entertainment (radio, video, music),[object Object],QR codes,[object Object],On Demand,[object Object],Outdoor,[object Object],Search,[object Object],Live interaction,[object Object],Virtual Worlds,[object Object],Networks,[object Object],Live casting,[object Object],Social Media,[object Object],Press,[object Object],Video ad innovation,[object Object],Forum,[object Object],Meme,[object Object],QR codes,[object Object],Widgets,[object Object],Destinations,[object Object],Mobile,[object Object],Portals,[object Object],Publish (blog),[object Object],News,[object Object],Crowd-sourcing,[object Object],Life-streaming,[object Object],Reviewing,[object Object],Connecting,[object Object],Brand sites,[object Object],Sharing,[object Object],email,[object Object],Personalised start pages, iGoogle,[object Object],Bluetooth,[object Object],Ratings,[object Object],email,[object Object],MMS,[object Object],IM,[object Object],Liking,[object Object],Reviews,[object Object],Bookmarking,[object Object],Wi-Fi,[object Object],MP3,[object Object],VOIP (Skype),[object Object],Friending,[object Object],Surfing,[object Object],GPS,[object Object],Distribution,[object Object],Life-streaming (Twitter),[object Object],Everything is digital,[object Object]
We just do what we do,[object Object],[object Object]
We blend.
We instinctively demand more integrated experiences from brands. And we expect them on-demand.
Because we live in a connected, seamless world fuelled by technology where things that have no value can be filtered out as unnecessary noise.,[object Object]
Because it plays a role across the entire decision making journey inc. post-purchase,[object Object],Active Evaluation,[object Object],Initial consideration set,[object Object],Moment of purchase,[object Object],Post purchase experienceOngoing Exposure,[object Object],Source: McKinsey Consulting,[object Object]
Because 65% of UK internet usage is in social and entertainment spaces,[object Object],Source: Forrester & The Guardian,[object Object]
Because we are increasingly online on the move,[object Object],24% regularly accessing internet through a mobile device,[object Object],Apple dominate,[object Object],Android rising rapidly,[object Object],2010 Q4, HTC sold 1.1m, Apple's 1.4m,[object Object],Sourcse: TGI, iCrossing February 2011, GuardianTech,[object Object]
Because Facebook is MASSIVE,[object Object],30m UK users,[object Object],Half the population,[object Object],Half return EVERY day,[object Object],In the US… 41% want to receive communications from marketers on Facebook,[object Object],More than double any other digital platform,[object Object],Source: AdAge.Ipsos 2011,[object Object]
What do they want?,[object Object],Deals,[object Object],Information,[object Object],Entertainment,[object Object],Events,[object Object],Source: SocialCommerceToday, AdAge.Ipsos 2011,[object Object]
Because it enables brands to have a real relationship with their customers,[object Object],And changes our relationship from a big idea to the long idea (multiple micro-interactions),[object Object],It amplifies the combined power of all brand activities,[object Object]
You don’t need a social media strategyYou need a brand strategyThat leverages social media,[object Object],Quote: Chris Kirubi, Coca-Cola 2010,[object Object]
The typical shape of activity across the year,[object Object],Peak,[object Object],Peak,[object Object],High impact,[object Object],brand switch,[object Object],Recruit,[object Object],[ADVERTISING],[object Object],Regularity,[object Object],frequency,[object Object],exploit contacts,[object Object],[DIGITAL],[object Object],Exploit peak to win trial,[object Object],Promote usage frequency & brand advocacy across year,[object Object]
Strategic digital integration (illustrative),[object Object],TV, media,[object Object],In-store,[object Object],Social,[object Object],Sampling,[object Object],Website,[object Object],PR,[object Object],eCRM,[object Object],Sep,[object Object],Oct,[object Object],Nov,[object Object],Dec,[object Object],Jan,[object Object],Feb,[object Object],Mar,[object Object],Apr,[object Object],May,[object Object],Jun,[object Object],Jul,[object Object],Aug,[object Object],2011,[object Object],2012,[object Object],ATL media drives mass awareness and sales in two major bursts,[object Object],Expensive & effective,[object Object],Supported with PR and sampling,[object Object],Digital provides the momentum through ongoing engagement (push and pull) keeping brandX top of mind through the year,[object Object],Less expensive & effective,[object Object],Grow “brand connections” over time leveraging ATL plan and dedicated digital media partnerships,[object Object]
We believe social media is just stuffSocialised brands can be contagious,[object Object],Socialised brands deliver cohesive experiences around the brand,[object Object],Delivered through content that’s sticky, slippy and contagious,[object Object],Information, entertainment, utility, monetary,[object Object],It is about attraction, not interruption,[object Object],It amplifies the combined power of all brand activities,[object Object]
It’s about meaningful engagement,[object Object],Shareable,[object Object],Sociable,[object Object],Topical,[object Object],Be relevant,[object Object],Add value,[object Object],Facilitate,[object Object],Community,[object Object],Consumer,[object Object],Brand,[object Object],Authentic,[object Object],Open,[object Object],Transparent,[object Object]
Activated by shared passion points,[object Object],Shareable,[object Object],Sociable,[object Object],Topical,[object Object],Be relevant,[object Object],Add value,[object Object],Facilitate,[object Object],Community,[object Object],Consumer,[object Object],PassionPoints,[object Object],Brand,[object Object],Authentic,[object Object],Open,[object Object],Transparent,[object Object]
And doesn’t happen at the click of a button,[object Object],Image source: AdAge,[object Object]
And doesn’t happen at the click of a button,[object Object],Strategic,[object Object],Transition,[object Object],Pilot/Trial,[object Object],Contemplation,[object Object]
But leans into new (technology driven) opportunities to enhance the brand experience,[object Object],Graphic created using Wordle.net,[object Object]
It also requires the two B’s,[object Object],Bravery,[object Object],Budget,[object Object]
Digital requires both brand programming & brand opportunity,[object Object],Brand Experience:,[object Object],Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination.,[object Object],Brand Programming:,[object Object],Structured platform and content plan (everyday engagement & impact campaigns) that delivers the strategy.,[object Object],Brand Opportunity:,[object Object],Tactical PR and partnership led opportunities that amplify the brand (can be strategically loose) that are short-term and opportunistic in nature.,[object Object],Everyday engagement to maintain brand awareness,[object Object],Engagement / relationships,[object Object],Impact campaign has significant, planned impact on growth/engagement,[object Object],Brand opportunity campaign has tactical incremental impact on growth/engagement,[object Object],Time,[object Object],Source: Adapted from everyday engagement / impact campaign approach by Raak,[object Object]
Core requirements for successful engagement,[object Object],Awareness,[object Object],Curation,[object Object],Content,[object Object],Agile mindset/Rapid deployment,[object Object],Agile mindset/Rapid deployment,[object Object],ActiveAnalytics,[object Object]
Core requirements for successful engagement,[object Object],Content is brand currency:,[object Object],Entertaining, useful, informative or monetary,[object Object],Snackable content,[object Object],Shareable and involving,[object Object],Measurable,[object Object],Be bold, brave, on brand and have a budget,[object Object],Awareness,[object Object],Promote the brand establishments:,[object Object],Publicise on all brand comms,[object Object],Utilise targeted social media advertising,[object Object],Consider digital and ATL media,[object Object],Agile mindset /Rapid deployment,[object Object],Curation,[object Object],Content,[object Object],Active participant:,[object Object],Live feed to your audience,[object Object],Be engaging when you engage,[object Object],Balance corporate needs Vs audience needs,[object Object],Be ready:,[object Object],Identify quick response chain of command,[object Object],Crisis management toolkit developed,[object Object],Social media guidelines developed,[object Object],Mindset must be of now,[object Object],Understand what’s happening:,[object Object],Social space monitoring to identify brand conversations and act accordingly,[object Object],Dashboard reporting of KPIs,[object Object],ActiveAnalytics,[object Object]
Brandecosystem,[object Object],TVC / ATL,[object Object],Paid media,[object Object],Website,[object Object],Brand Information: awareness, utility, signposting,[object Object],PR,[object Object],In store,[object Object],Digital media /partnerships,[object Object],Sampling,[object Object],Brand strategy activation,[object Object],Earned media,[object Object],Brand Experience: Engagement, Utility, Deals, On the move,[object Object]

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Strategic Digital Integration

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  • 16. We instinctively demand more integrated experiences from brands. And we expect them on-demand.
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Notas do Editor

  1. Contemplation – what should I be doing? Where should I be going? What are my competitors doing?Pilot – get some momentum into the companyTransition – starting to see value – brand awareness, monetary – results from objectives etStrategic - Seen as a fundamental business driver