Strategic Digital Integration

Sharing our stuff

Strategic digital integration

April 2011

dch.co.uk@DCH_Agency

Why are we doing this?

• We’ve been helping some of our clients become more social and more digital

• We’ve been helping them do this in an integrated way

• In this open era, we wanted to share the work and for it to be collaborated on

• This is version 1.0, released April 2011

• Please share it and let us know your thoughts

@nicholasrgill

Digital* has changed the way people behave, think, act and interact with brands…

… and people.

Brands need to change too

*Broadband, mobile accessibility, technology adoption, social media sharing, cultural participation and evolution

We used to do this

Brand Consumer

Because one purchase funnel ruled them all

Source: Forrester

But the reality is more complex

Source: Forrester

So communications need to adapt

Community

Brand

Consumer

Be relevantAdd value& meaningFacilitateParticipate

ShareableSociable

Topical

Activate the brand truths

Brand

Consumer Business

Community

Technology

People

Physical

Be relevantAdd valueFacilitate

ShareableSociable

Topical

Identifying the business problemClear & measurableAttainable

AdvocatesEmpoweredDistributed

AccessibleScaleableBeta

Real-worldintegration

Well, actually it’s a bit more like this

Image source: InnovativeThunder.com eBook

Image source: http://bit.ly/f9lFHQ

DIGITAL/SOCIAL MEDIA HAS VERY, VERY LARGE NUMBERSWE ARE LITERALLY TALKING BAJILLIONS

An awful lot of Facebookers

Quite a tremendous amount of Twitterers

I think this You Tube thing may catch on

Blogging still big

iPhone’s are not the only mobile fruit

Gazillions of apps

Bajillions of SMS

Email a go go

Stupendous amounts of search

Streaming for the massesHUGE!

Go on, check them out. Dare you…

http://www.google.co.uk/intl/en/landing/internetstats/

OR a pretty version here if you prefer pictures to words

http://www.focus.com/images/view/48564/

Hard to believe I know but I won’t be sharing 10 slides of HUGE numbers to justify the importance of digital and social.

Social & digital is now a normal part of life.

Because…

Social Media

Feeds/Filters

On Demand

SharingReviewing

Press

TV

Outdoor

Gaming

DestinationsMobile

Connecting

RSS

On-demand (iPlayer, 4OD,

Hulu)

PVR

Interactive TV

Social viewing / Participation

TextBluetooth

Live interaction

QR codes

Video ad innovation

QR codes

Ratings

Reviews Liking

Distribution

Bookmarkingemail IM

VOIP (Skype)

Life-streaming (Twitter)

FriendingWi-Fi

MMS

Surfing

email

Bluetooth

GPS

MP3

Entertainment (radio, video,

music)Search

Networks

Life-streamingPublish (blog)

Forum

Widgets

Meme

Crowd-sourcing

Virtual WorldsLive casting

Console

HandheldCasual

SurfingTV viewing

Camera, DVD, Blu-Ray

MMO

ARG

PortalsNews

Personalised start pages,

iGoogle

Brand sites

Everything is digital

We just do what we do

• Mashing is second nature; we’ll happily listen to the radio while we drive, or use the laptop or mobile while watching TV.

• 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.

So we must change what we do to do what they do• Attention is moving to Participation 

• Information to Inspiration • Impact to experience • Campaign to multiple micro-interactions 

• Awareness to infectiousness.

• Post campaign reporting to active analytics

Because it plays a role across the entire decision making journey inc. post-purchase

Initial consideration

set

Moment of purchase

Active Evaluation

Post purchase experienceOngoing Exposure

Source: McKinsey Consulting

Because 65% of UK internet usage is in social and entertainment spaces

Source: Forrester & The Guardian

Because we are increasingly online on the move

• 24% regularly accessing internet through a mobile device

• Apple dominate• Android rising rapidly

– 2010 Q4, HTC sold 1.1m, Apple's 1.4m

Sourcse: TGI, iCrossing February 2011, GuardianTech

Because Facebook is MASSIVE

• 30m UK users– Half the population– Half return EVERY day

• In the US… 41% want to receive communications from marketers on Facebook

• More than double any other digital platform

Source: AdAge.Ipsos 2011

What do they want?

• Deals• Information• Entertainment• Events

Source: SocialCommerceToday, AdAge.Ipsos 2011

Because it enables brands to have a real relationship with their customers• And changes our relationship from a big idea

to the long idea (multiple micro-interactions)

• It amplifies the combined power of all brand activities

You don’t need a social media strategy

You need a brand strategy

That leverages social media

Quote: Chris Kirubi, Coca-Cola 2010

The typical shape of activity across the year

High impactbrand switch

Recruit

[ADVERTISING]

Regularityfrequency

exploit contacts

[DIGITAL]

PeakPeak

Exploit peak to win trialPromote usage frequency & brand advocacy across year

Strategic digital integration (illustrative)

• ATL media drives mass awareness and sales in two major bursts– Expensive & effective– Supported with PR and sampling

• Digital provides the momentum through ongoing engagement (push and pull) keeping brandX top of mind through the year– Less expensive & effective– Grow “brand connections” over time leveraging ATL plan and dedicated

digital media partnerships

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug2011 2012

TV, media

In-store

Social

PReCRM

Sampling Website

We believe social media is just stuffSocialised brands can be contagious

• Socialised brands deliver cohesive experiences around the brand

• Delivered through content that’s sticky, slippy and contagious– Information, entertainment, utility, monetary

• It is about attraction, not interruption• It amplifies the combined power of all brand

activities

It’s about meaningful engagement

Community

Brand

Consumer

Be relevantAdd valueFacilitate

ShareableSociable

Topical

AuthenticOpen

Transparent

Activated by shared passion points

Community

Brand

Consumer

Be relevantAdd valueFacilitate

ShareableSociable

Topical

AuthenticOpen

Transparent

PassionPoints

And doesn’t happen at the click of a button

Image source: AdAge

And doesn’t happen at the click of a button

Contemplation

Pilot/Trial

Transition

Strategic

But leans into new (technology driven) opportunities to enhance the brand experience

Graphic created using Wordle.net

It also requires the two B’s

Bravery

Budget

Digital requires both brand programming & brand opportunity

Brand Experience:Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination.

Brand Programming:Structured platform and content plan (everyday engagement & impact campaigns) that delivers the strategy.

Brand Opportunity:Tactical PR and partnership led opportunities that amplify the brand (can be strategically loose) that are short-term and opportunistic in nature.

En

ga

ge

me

nt

/ re

latio

nsh

ips

Time

Impact campaign has significant, planned impact on growth/engagement

Everyday engagement to maintain brand awareness

Brand opportunity campaign has tactical incremental impact on growth/engagement

Source: Adapted from everyday engagement / impact campaign approach by Raak

Core requirements for successful engagement

Awareness

ActiveAnalytics

Curation ContentAgile mindset/Rapid deployment

Agile mindset/Rapid deployment

Core requirements for successful engagement

Awareness

ActiveAnalytics

Curation Content

Promote the brand establishments:Publicise on all brand commsUtilise targeted social media advertisingConsider digital and ATL media

Agile mindset /Rapid deployment

Active participant:Live feed to your audienceBe engaging when you engageBalance corporate needs Vs audience needs

Understand what’s happening:Social space monitoring to identify brand conversations and act accordinglyDashboard reporting of KPIs

Be ready:Identify quick response chain of commandCrisis management toolkit developedSocial media guidelines developedMindset must be of now

Content is brand currency:Entertaining, useful, informative or monetarySnackable contentShareable and involvingMeasurableBe bold, brave, on brand and have a budget

Brand ecosystem

Brand strategy activation

Bra

nd

In

form

atio

n:

awar

enes

s, u

tility

, si

gnpo

stin

g

Bra

nd

Exp

erie

nce

: E

ngag

emen

t, U

tility

, D

eals

, O

n th

e m

ove

WebsiteTVC / ATL

Digital media /partnerships

PR In store

Sampling

Paid media

Earned media

Strategic digital integrationObjective:Objective goes here

Strategy:Strategy to achieve objective goes here

TV & on/offline media:Drive high awareness & frequency

In-store:Drive trial & frequency:PromotionOn packSamplingPartnerships

Digital:Brand Information:InformationProductsOutletsCustomer service(web, eCRM, search)

Brand Experience:Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination.(social, mobile)

PR:Press office, partnerships, events

Active Analytics

Sharing our stuff

Thank you

April 2011

dch.co.uk@DCH_Agency