DEVELOPING A DIGITAL STRATEGY:A CASE STUDY IN SOCIAL SERVICE DESIGN
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SOCIAL BY DESIGN:POKERSTARS BOOM!
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STEP 1:IDENTIFY THE CHALLENGE
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POKERSTARSTHE WORLD’S LARGEST ONLINE POKER CLIENT
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MAKE POKERSTARSA SOCIAL PLATFORM
CHALLENGE:
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CHALLENGE:SHIFT PERCEPTION,
FROM ISOLATED “GRINDER”
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CHALLENGE:
TO CONNECTED“SUPERSTAR”
ALIGNED WITH NEW“WE ARE POKER” TVC
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STEP 2:ALIGN WITH BUSINESS PROBLEM
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BUSINESS PROBLEM
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BUSINESS PROBLEM:
LIVE POKER IS “INNATELY SOCIAL”
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BUSINESS PROBLEM:
AND PERCEIVED ASGLAMOROUS/COOL
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BUSINESS PROBLEM:
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THE REALITY OF ONLINE POKER HOWEVER
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BUSINESS PROBLEM:
IS LONLEY NIGHTS
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BUSINESS PROBLEM:
AND CAN BE THEOPPOSITE OF SOCIAL
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BUSINESS PROBLEM:
BUT POKERSTARSMAIN REVENUE IS ONLINE
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BUSINESS PROBLEM:
AND BIG SPENDERS PRAY ON NEW “FISH” ONLINE
OR WILL PLAY ELSEWHERE...
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BUSINESS PROBLEM:
SO POKERSTARS BUSINESS MODEL RELIES HEAVILY...
ON A CONSTANT STREAM OF NEW PLAYERS
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STEP 3:DEFINE THE KEY BRIEF TAKEAWAY
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KEY BRIEFWE WANT TO BE THE NIKE+
OF ONLINE POKER
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STEP 4:DEFINE STRATEGIC AND CREATIVE CONSTRAINTS
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CREATIVE/STRATEGICCONSTRAINTS
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FULL TILT’S COMMUNICATION “HERO’S”
STAR POKER PLAYERS
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WITH THE LINE “PLAY WITH THE PROS”
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SO FULL TILT IS ASPIRATIONAL
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WHILE POKERSTARS’ “WE ARE POKER” STRAPLINE
IS MORE INCLUSIVE AND COMMUNAL
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SO ANY COMMUNICATION HAS TO BE HORIZONTAL
NOT VERTICAL
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HAS TO ORGANICALLY FIT INTO USER FOOTPRINT
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HAS TO BE MOBILE CENTRIC, EMPLOYING “ONE CLICK” UX RULE
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MUST BE “SOCIAL-BY-DESIGN”
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DRIVEN “BY THE PLAYER”
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AND “MEASURABLE-BY-NATURE” SOROOTED IN ACTION
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STEP 5:SEARCH OUT STRATEGIC INSIGHT
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STRATEGIC INSIGHT:
THE PROCESS
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STRATEGIC INSIGHT:
LISTEN
IMMERSE
UNDERSTAND
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ACTION
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STRATEGIC INSIGHT:
IMMERSE
WE TRACKED FIVE ONLINE POKER PLAYERS FOR 1 MONTH
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AND TRACKED THEIR EVERY MOVE
IMMERSE
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IMMERSE
AND THE STRATEGY TEAM HAD TO “START GRINDING”
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LISTEN
STRATEGIC INSIGHT:
WE USED RADIAN6 TO TRACK EVERY ONLINE POKER CONVERSATION
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LISTEN
AND EVEN CREATED OUR OWN TOOL TO MEASURE INTERNAL CHATS ON POKERSTARS
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STRATEGIC INSIGHT:
UNDERSTAND
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UNDERSTAND
WE GOT A LOT OF DATA!
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UNDERSTAND
LIKE POKER PLAYERS LOVE BBC IPLAYER
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UNDERSTAND
AND POKER PLAYERS LOVE TO HATE!
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UNDERSTAND
CAME LOTS OF IDEAS...
FROM LOTS OF DATA
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UNDERSTAND
BUT LITTLE ACTIONABLE INSIGHT
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WE GOT IT!
PLAYERS ONLY SHARE WHEN THEY LOSE!
THEY CALL IT A “SICK BRAG”
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UNDERSTAND
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UNDERSTAND
BUT “SICK BRAGS” ARE CONFUSING TO NONE PLAYERS
AND MAKE NO REFERENCE TO BRAND
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STEP 6:DEVELOP THE STRATEGY
(PROPOSITION, CREATIVE, UX)
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STRATEGY
ACTION
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STRATEGY
ACTIONFROM CONFUSING, EXCLUSIVE “SICK BRAGS”
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s
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STRATEGY
ACTIONTO SHARABLE, VISUAL CALLS TO ACTION
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STRATEGY
ACTIONAN IN-GAME BUTTON THAT SHARES YOUR MISERY AUTOMATICALLY
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STRATEGY
ACTIONAND LETS OTHERS DISCUSS HOW YOU COULD PLAY IT BETTER
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SUPPORTED BY PROMOTIONS, FILM CONTENT AND USED LIVE ON CHANNEL 4
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STEP 7:MEASURE RESULTS
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RESULTS
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FROM 20% SHARE OF ONLINE POKER CONVERSATION TO 92%
OVER 1 MILLION BOOM HANDS SHARED
650% INCREASE OF SOCIAL TRAFFIC TO POKERSTARS.COM
RECOGNISED AS THE “NIKE+” OF POKER
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STEP 8:SELF-CONGRATULATE
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IN ONE WORD
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KEY TAKEAWAYS
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IN ONE WORD
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DIGITAL STRATEGY FOLLOWS SIMILAR PROCESSES TO
TRADITIONAL STRATEGY
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IN ONE WORD
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BUT IS MORE ABOUT ACTION, USER JOURNEYS AND INTERFACE
DESIGN
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IN ONE WORD
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STRATEGIES THEREFORE HAVE TO BE INNATELY SOCIAL, UX DRIVEN AND ORIENTATED IN
ACTION
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IN ONE WORD
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CONCEPTUALLY, YOUR STRATEGY SHOULD START WITH THE BEHAVIOR OF YOUR USER
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IN ONE WORD
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NOT YOUR BRANDS CONCEPT OF ITSELF
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IN ONE WORD
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WE NEED TO MOVE FROM BRAND AS BROADCASTER TO BRAND AS
ENABLER
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IN ONE WORD
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DOES YOUR IDEA HAVE SOCIAL, ACTION BASED EXECUTIONS
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IN ONE WORD
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IF NOT, START AGAIN
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IN ONE WORD
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INTEGRATION IS THE INTER-OPERATION OF PARTS. NOT ONE
IDEA IN MANY PLACES
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IN ONE WORD
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UNDERSTAND THE OPERATION, THE WAY THINGS WORK, AND ALIGN THAT WITH CONSUMER
INSIGHT
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IN ONE WORD
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PROVIDE A USEFUL SERVICE, AND YOUR USER WILL KEEP
COMING BACK.
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IN ONE WORD
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REMEMBER, NOW THEIR IN CONTROL. THE BIGGEST DIGITAL
SUCCESSES HAVE BEEN ABOUT PROVIDING USEFUL SERVICE
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NEXT STEP:HOW WOULD YOU DEVELOP A DIGITAL
STRATEGY?
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CHALLENGE:PAIR UP. I’LL BE PUTTING TOGETHER A
DUMMY BRIEF FOR YOUR TEAMS TO ANSWER IN THE NEAR FUTURE.
THE BEST WILL WIN SOME AWESOME PRIZE.POSSIBLY A HUG. FROM ROD
(HE GIVES GREAT HUGS)
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BOOM
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