Digital strategy. It’s the “how am I going to accomplish my objectives” part of your digital presence. Which is why it’s so important to get it right. Because if you are building process and plans and measurement around a digital strategy that has fundamental flaws, well, you are setting yourself up for tragedy. But what are those three flaws? What can turn your digital presence into Hamlet instead of the Sound of Music? This webinar will clarify how a critical flaw in your approach to mobile, social, and video can potentially leave your digital presence the victim of hubris rather than exalted by the gods of Olympus (or all your customers, whichever is more important). Check out a recorded version of the webinar (as well as a slide-by-slide walkthrough) here: http://blog.limelight.com/2013/03/the-three-tragic-flaws-that-might-spell-curtains-for-your-digital-strategy/

1. The Three Tragic Flaws
(that might mean curtains for your digital strategy)

2. The Stage is Set

3. You Are About to Write a New Story

4. You’ve Put Together a Solid Digital Strategy

5. Everything is a Go

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

9. Mobile

10. When You Think of Mobile as Separate

11. The Result?

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

22. Annotate Your Videos
http://www.labnol.org/internet/youtube-links-to-external-sites/26209/

23. Annotation Example: 3 (UK Mobile Provider)
http://www.youtube.com/watch?v=Ekr05T9Iaio

24. Use Video Descriptions To Reinforce Your
Story

25. The Result?
Your website

26. Social

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

36. Be Your 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

40. Get Plugged In!

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

45. Thank You