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WHO AM I? HI ALL, MY NAME IS TOM ELDRIDGE I AM A DIGITAL STRATEGIST WORKING IN THE ENTERTAINMENT INDUSTRY, BLOGGER, AND ENTHUSIASTIC USER

The New Social Media Contract

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This presentation details the current landscape of connected apps, websites, banners, and microsites and why its important to have a coherent digital strategy. There is a shift away from one big idea to lots of smaller connected solutions that brings with it user participation.

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Page 1: The New Social Media Contract

WHO AM I?HI ALL, MY NAME IS TOM ELDRIDGE

I A M A D I G I T A L S T R A T E G I S T W O R K I N G I N T H E ENTERTAINMENT INDUSTRY, BLOGGER, AND ENTHUSIASTIC USER

Page 2: The New Social Media Contract

INVISIBLE//INK//DIGITAL

“THE NEW SOCIAL MEDIA CONTRACT”

HTTP://INVISIBLEINKDIGITAL.COM

Page 3: The New Social Media Contract

CONTENTS

CURRENT DIGITAL LANDSCAPE

WHAT IS DIGITAL STRATEGY?

WHY HAVE A DIGITAL STRATEGY

DOMINO PIZZA - A CASE STUDY

THE ROLE OF THE DIGITAL STRATEGIST

THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING

THE SOCIAL MEDIA CONTRACT

LISTEN IN

...AND FEEDBACK

Page 4: The New Social Media Contract

WHAT IS THE CURRENT DIGITAL LANDSCAPE?

AN ARCHIPELAGO OF CONNECTED APPS AND WEBSITES.

BUT THERE IS NO CENTRE, NO ONE BIG IDEA

...JUST LOTS OF SMALL IDEAS

THE KEY IS TO BRING COHERENCE TO A DISORGANISED SOCIAL NETWORK...TO BUILD LINKS BETWEEN THESE DISCONNECTED ISLANDS

Page 5: The New Social Media Contract

WHAT IS DIGITAL STRATEGY

WHAT DOES DIGITAL PLANNING MEAN IN THE DIGITAL AGE?

INSIGHT - WHAT IS THE USER DOING/SEEKING AND HOW CAN A DEVICE OR CHANNEL FULFIL THAT NEED

PARTICIPATION IS KEY (GIVE EXAMPLES OF “PEOPLE POWERED IDEAS”)

THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING

Page 6: The New Social Media Contract

WHY HAVE A DIGITAL STRATEGY?

THERE IS A NEED TO TIE DIGITAL STRATEGY TO A WORLD WHERE INFORMATION IS CONSTANTLY CHANGING

WITHOUT A MAP AND COMPASS NECESSARY TO MAKE SENSE OF THE CHANGING DIGITAL LANDSCAPE, YOU CAN’T POSSIBLY IMPLEMENT A SUCCESSFUL OUTCOME

Page 7: The New Social Media Contract

DOMINO PIZZA DIGITAL STRATEGY

DOMINO PIZZA HAS A NUMBER OF DIFFERENT DIGITAL CHANNELS

EACH DIGITAL CHANNEL ENGAGES WITH ITS USERS IN DIFFERENT WAYS

MAY 2010 DOMINO’S LAUNCHED ITS UK PROMOTION ON FOURSQUARE, WHICH ENCOURAGES USERS TO CHECK-IN AT ITS OUTLETS

Page 8: The New Social Media Contract

DOMINO PIZZA DIGITAL STRATEGY - THE RESULTS

DOMINO PIZZA’S MATURE DIGITAL STRATEGY IS PAYING OFF

DOMINO PIZZA’S E-COMMERCE UNIT HAD GROWN BY 61.4% IN 2010

DOMINO PIZZA ONLINE SALES NOW ACCOUNTED FOR 32.7% OF ITS OVERALL UK DELIVERED SALES

Page 9: The New Social Media Contract

DIGITAL STRATEGIST - ROLE

THE DIGITAL STRATEGIST OCCUPIES THE RAW SPACE BETWEEN THE ENABLING TECHNOLOGY, THE CREATIVE IDEA, THE BUSINESS GOAL, THE BRAND, AND ULTIMATELY THE USER

DIGITAL STRATEGIST SIT IN THE MIDDLE BETWEEN THE CREATIVE AND THE TECHNICAL TEAMS

CREATIVE TECHNICAL

DIGITAL

STRATEGIST

Page 10: The New Social Media Contract

DIGITAL STRATEGIST - ROLE

DEFINE THE BUSINESS PROBLEM

LISTEN IN

DEFINE THE USERS PROBLEM

ID THE ROLE FOR PARTICIPATION

DEVELOP SOLUTION

ACTION FEEDBACK

Page 11: The New Social Media Contract

THE LINK BETWEEN VIEWING, PARTICIPATING, AND ADVOCATING

THE IMPORTANCE OF USER INSIGHTS CANNOT BE OVERLOOKED

EFFECTIVE IDEAS ARE DRIVEN MORE BY SOCIAL INTERACTION

THE KEY IS HOW PEOPLE PLAY A ROLE TO PARTICIPATE IN AN IDEA

Page 12: The New Social Media Contract

SOCIAL MEDIA CONTRACT

MICRO-SOCIAL INTERACTION REPLACES ‘A BIG IDEA’

UNDERSTANDING ‘THE ROLE OF USERS’ CONTENT’ NEEDS TO BE TAKEN INTO ACCOUNT TO INCREASE THE IMPACT

THE BINDING CONTRACT HOOKS THE USER IN - SKIN IN THE GAME

THE STATIC WEBSITE/APP IS DEAD - THE SOCIAL MEDIA CONTRACT DEMANDS ACTION > REACTION

Page 13: The New Social Media Contract

LISTEN IN...

WHAT DO USERS SAY ABOUT A BRAND RATHER THAN WHAT THE BRAND TELLS THE USER

THE BRAND... LISTEN TO WHAT PEOPLE ARE SAYING AND KNOW WHEN TO JOIN THE CONVERSATION

Page 14: The New Social Media Contract

...AND RESPOND TO FEEDBACK

SCHEDULED ACTIVITIES THAT ENCOURAGE INTERACTION FROM FANS AND FRIENDS

EAR TO THE GROUND AND PLAN OF ACTION TO RESPOND

RINSE AND SPIN - EVALUATING FEEDBACK AND WHEN TO APPLY IT