Digital Planning Lecture

(Some) Digital Planning BasicsPlanning Bootcamp Guest-Lecture @MiamiAd School

| Christian Riedel | @mindcaffeine | 2011*All pictures used for educational purpose only*

In 1960 planning a holiday was easy (in Germany).

Whatever you want, you would drive to Italy in a beetle.

Today you can go whereever you want.

That makes planning less easy.

You have to know what you want and decide.

Greater opportunities but also greater risks of disappointment.

Marketing knows this dilemma.

For them planning was easy.

Whatever the goals - they would end up in „Media Italy“:

Print, Radio, TV.

Today you can go to infinite digital spaces.

That makes planning less easy.

You have to know what you want and decide where to go.

Greater opportunities but also greater risks of disappointment.

h"p://www.flickr.com/photos/bareform/2458260304/sizes/l/in/photostream/

Digital is Every-wareDigital is not a channel. The web is like the obiquious operating system of our society. So every planning will become digital planning somehow!

Co-CreationDialogue

Sharing&Spreading

The Multimedia

Website

Virtual and PhysicalSpace blurring into each other

Alternate Reality

Points/Batches Immersive Graphics

Makes everyting digital mobile

The Book

The TheatreThe Cinema

The Opera

The TVIdea Social MediaPlattforms

TheMobile

Experience

TheGaming

Experience

Layer of PlattformSeparation

Digitalisation Layer

SocialisationLayer

Mobilisation Layer

GamificationLayer

Idea is releasedfrom plattform.

Combines formallyseparated media plattforms

Particpation

The TV-Spot

Ideas created for a specifc media-plattform

Adds Social Contextto Digitalized Content

Everything can become a game.

Digital Gaming adds:

Everything is connected.

The Newspaper

AIDAawareness/interest/desire/action

AIGDAFawareness/interest/google/desire/action/facebook

Everything is more transparent.

Whatever a brand does will be on the web. People will google

it and share it on facebook. So hiding things or defects will

become more and more difficult.

Greenpeace attacked Volkswagen for lobbying against a Climate Agreement by mocking their most sucessful ad. People occupied the VW Facebook Pages with critique.

People have their own voice now.

Today everybody can start a global campain.

It is just the beginning.

Office Vision by Microsoft, 2009

Digital Planning is a constant

endeavor into new territories.A Digital Strategy describes the route into

these terretories.

Where do we have to go?

What do we have to do there?=

Digital Planning

„Nobody knows anything!“Don‘t look for rules.Look out for principles.

Title: „The new rules of Web 2.0 Marketing and PR“I took this photo at my favourite book-store. It is the book for 1€ box. It shows to me how fast rules are outdated today.

01 FINDING INSIGHTS

03 WRITEIDEA „Business-Plans“

04 MONITOR FEEDBACK

People

Team

wor

kTechnology+

Plattforms

INSIGHT

Story

Aesthetics

Technology

Participation-

Mechanic

IDEAS

Spreading

Dialog

ue

Enga

gem

ent

Brand

GOALS

ROLL-OUT

02 INSPIRE IDEAS

Digital

Culture

Creative

Techniques

Moderation

Distribution

Mechanic

Measurem

ent

Digital Planning Principles

Most of the things I do fall into these

categories.

Usab

ility

01 Finding Insights

Goals Actions

No insight or strategy without clear goals.But goals need to be transformed into user actions.

Sell  more  stuff

Awareness

Loyality

BrandingLike

Download

Request  Try

Play

Share

Read  later

add  to  shopping  cart

Get  Coupon

Comment

Leave  Email-­‐AdressFan-­‐Building

Spreading  Product  InformaUon

Market  ResearchProduct  Test

Bookmark

Buy

Read

Digital Strategy = How do we get there?

First: Get the whole picture with a Consumer Journey

http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf

Look at every detail

of the product or service experience.

Ask yourself: How can a digital offer enhance the experience?

Beware that awareness won‘t help, if the product/service

experience isn‘t good.

For me an Insight is:• the reason for people to take action• the reason for people to change behaviour

• the essence of the information you have.• a need not yet fullfilled • an unseen truth• the opportunity to do cool stuff.• an observation that makes you say: „Oh that is funny!“• a story about the brand that needs to be told

It is always the answer to the question: „Why the f*ck should people care?“

Insight-Example: Fanta

Develop a cooler design for such games.

Teens play games about embarrassment in forum.

Copya

CaseTech.

Brand

People

Fields to look for an insight.Focus on your task. Seeking inspiration just from other

brands‘ advertising cases will make you a strategy

copycat.

Company

Plus: - New digital sources for research- New digital trends to watch- New digital tools to organize information

Basic Planning Skills

Desktop ResearchInterviews

Field-Observations

Handling InformationFinding Insights

Curiosity

5 Digital Sources to start with

http://www.google.com/insights/search/Google Insights shows real interest in a brand.

https://adwords.google.deThe Google Keyword Tool shows the exact words people are searching with in connection with a brand.

http://www.google.de/blogsearchGoogle blogs crawls the bloggoshere for opinions.

www.twazzup.comtwazzup is an easy twitter search engine and shows real time opinions.

http://compfight.com/Compfight is a flickr search engine. It shows what people like to photograph in connection to a brand. Great for visual concepts and inspiration.

http://www.facebook.com/ads/create/

Facebook Ad Manager allows real time visualisation of target groups and interests on facebook.

4 Digital Trends to watch

1. APIsAPI=Application Programming InterfaceAn API allows to tranfer user-data from one service to another. Understanding the principles of APIs helps to inspire data driven ideas.

Read: http://developers.facebook.com/docs/coreconcepts/

2. Internet of ThingsHow can products communicate online? Read: Practical Magic by Russel Davieshttp://www.thinkwithgoogle.com/quarterly/innovation/practical-magic.html

http://vimeo.com/4871618

3. Gamification How to drive online engagement with gaming mechanisms.

Read: Getting Gamification right by Sebastian Deterdinghttp://www.slideshare.net/dings/meaningful-play-getting-gamification-right

„Classic“ Storytelling

Cinema/TV/Written/TheaterBrand Storytelling

Advertising/Public Relations

Interactive Storytelling

Applications/Games

Transmedia Storytelling

Digital Basis 1: Convergence

Digital Basis 2: Social Media

BrandedSoftware

NarrativeData &

ExperienceConvergence

BrandedEntertainment

2. Transmedia StorytellingHow to tell stories beyond digital plattforms. Read: Conversion Culture by Henry Jenkins (*BOOK*)

3 Tools to help you organize

Google Docsdocs.google.com/Write documents and presentations as a team.

Google Docsdocs.google.com/Write documents and presentations as a team.

Google Readerreader.google.comFollow blogs on diverse topics via RSS.

Evernote (or Springpad)www.evernote.comKeep your notes stored in the cloud.

02 Inspire Ideas

Slides from: http://www.slideshare.net/hackemer/ideas-idea-ideas-strategy-talk-with-mas

Fight for IntegrationWhen doing digital stuff planning shouldn‘t stop with a

creative brief. Fight for becoming a part of the whole

creative process.

Strategist

Copywriter AD

SoftwareDeveloper

InteractionDesigner

Get into moderation and coachingDigital teams become more and more diverse. They

might even speak in different languages. As a planner

you should moderate between them.

Learn Creative Techniques

because they are a great way to bridge between

different mindsets.

http://www.mycoted.com/Category:Creativity_Techniques http://www.amazon.com/Gamestorming-Playbook-

Innovators-Rulebreakers-Changemakers/dp/0596804172

03 Writing an IDEA Business Plan

A Digital Idea Business Plan aggregates the thinking behind an idea. It shows the client: why it is the best solution, why people will like it and what you expect from it.

I call it „business plan“ because what you do is similar to a start up that wants to win an investor. Only the currency is different.

WHY writing it?

Brands are not alone! Your Facebook Stream is a great metaphor for the web-experience: Everything and everybody is just a click away. And new stuff drops in every second.

You can buy awareness.

Not Engagement.

h"p://www.happyplace.com/4286/brilliantly-­‐sarcas:c-­‐responses-­‐to-­‐completely-­‐well-­‐meaning-­‐signs

Digital is an Offer.

Why should people care?

Or even particpate?

Because you do something for them!Check out the createmeaning-project: www.createmeaning.com

Thinking  in  Experiences

ChoiceUsage

Talking about it

Story/Offer

Design

Mechanic Technology

User Experience

You need an experience people want to

participate in.

And distribute it on your own.

Idea Owned Paid Earned

Example: NIKE GRID LONDONhttp://vimeo.com/12514518

to storytelling and software

from aesthetic overpromiseand interruption

to Experiencefrom messaging

from buying space building own distribution

from target group to participant

from awareness to engagement

Telling Doing

The agency spreads messages

Predictability ( + ) Engagement ( - )

Die creates a digital offer.

Predictability ( - ) Engagement ( + )

Action speaks louder than words. But fails faster. www.nikegrid.com

Uncertainty makes clients shiver

That is why a „Business Planning“ is so

important. If you like to download mine: http://tinyurl.com/3esz8f7

04 Monitoring Feedback

http://www.mentalfloss.com/blogs/wp-content/uploads/2010/02/curling.jpg

Digital is like curling: You have to adjust a running system to reach

your goal.

You are always in beta

picture by David Amaro

http://www.flickr.com/photos/7855449@N02/3253525427/in/set-72157606844282993

Track and Adjust

StatisticsObservations

User Insights Nuber of Fans /

Cost per Fan Interaction: Likes,

Comments, Shares Ad/Keyword

Performance Referral-Trafic Conversions

Community Feedback

Tonality

Multiplicators

Topics

Monitoring Services like Radian6

Christian RiedelCommunication Strategist + Story Architect

„I build stories beyond media borders“

@mindcaffeine on twitterchristian@creativeglasses.decreativeglasses.blogspot.comwww.creativeglasses.de