Post on 21-Oct-2014
description
Digital Communication Strategy
Steinar Danielsen
Creative director and co-founder of
what can the internet provide a brand?
differentiation integrationamplification
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what can the internet provide a brand?
/ differentiation of the brandDelivering a service or product via information,entertainment or other added values. In a waythat separates a brand from it’s competitors.
Project: Position Sony Bravia as the top brand for flat screen tv technology
Strap-line (promise): “Color like no other”
Strategy: Build awareness and expectation via the web using social media
Follow up online launch with traditional media buyout.
Use web as a channel for feedback and extension
Differentiation
Delivery
Brand Identity Design
Qualification Benefit Experience
Separate
Build relations
/ integration of the brandThe internet can help integrate multiple brand-building approaches on one common platformproviding synergy and consistency.
"Some people only go to MySpace. It's where they're on allday. Some only go to LinkedIn. Our goal is to make sure thateach supporter online, regardless of where they are, has aconnection with Obama,"
Scott Goodstein, Obama’s digital campaign manager
"Because of the Internet, Obama has built a movement.He's leading a cause.”
Alex Castellanos Washington Post
SearchEngines
Mainsite
Banners
Viral
Web-PR
Campaignsites
Bloggs
Communities
Brand
http://www.aglassandahalffullproductions.com/
http://skittles.com/
http://skittles.com/
http://skittles.com/
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
Brand Message Audience
Brand Message Audience
“What can I learn from you?”
“What can I get from you?”
Let go of the campaign mindset. Digital is not like traditionalmarketing...digital never ends.... If you're not sticking around totransform that attention into new relationships, you're wastingyour effort.
http://www.mikearauz.com
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
Social media marketing is not a replacement for othermarketing tactics. Success with social media toolsrequires time and effort, not money.
Gerd Leonhard http://www.mediafuturist.com/
/ Enter the experience culture
The progression of economic valueJoseph Pine “The experience economy”
ServicesExperiencecommodities
Goods
Extract Make Deliver Stage
For the customerImproves the runners experience
Provides valuable statistics distance, time,calories etc,
Allows the runner to share a personalgoals, challenges and soundtracks
Makes you part of a community - challengeanyone anywhere to a race
For Apple and Nike
Positions both as innovators
Creates returning traffic
Increase sales in itunes
Increase sales of nike products
Promotes brand loyalty
What should a brand do on the internet?
Take it seriously! (your customers do)
Think web and not just websiteCreate open discussionsListen & Learn Adapt & EvolveExperiment
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What should a brand do on the internet?