A #Digistrat Skillshare Class Project (teacher: @juliancole) Client: Playground Sessions Presentation author: Olivia Sulistio (@candrakirana)

1. WHAT IF THERE IS PLAYGROUND
SESSIONS? Become a Great Digital Strategist
Skillshare Class Project /
A digital strategy to get the First-Time Teens @candrakirana

2. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

3. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

4. Fact #1
INTEREST IN DIY MUSIC
LEARNING IS INCREASING
Source: Google Trends

5. Fact #2
HOWEVER AVAILABLE ONLINE RESOURCES ARE NOT ORGANIZED AND HELPFUL ENOUGH ESPECIALLY FOR
VIRGIN LEARNERS
http://www.onlinepianist.com/ http://pianozap.com/ http://freepianotutorials.com/
Lessons are designed based on popular songs Lessons are designed based on popular songs
Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based tutorial
Game-like feedback mechanics is linked to virtual No feedback mechanics
piano playing – excelling in Online Pianist may not
translate in actual piano playing skill
Lessons are organized and customized based on Lessons are not organized (scattered contents)
difficulty level

6. Fact #3
TRADITIONAL PIANO LESSON IS NOT AN INTERESTING OPTION
• Lessons are designed for classical music, hence takes longer time to „master‟
• The effectivity and „fun‟ level depends on the teacher
Source: All about Jazz Forum

7. #Fact 4
PLAYGROUND SESSIONS ANSWERS THE PIANO LEARNERS’ NEED – EVEN FOR PEOPLE WHO
HAVE NOT PLAYED PIANO BEFORE
Lessons are designed based on popular Lessons are designed based on popular Lessons are designed based on popular
songs songs songs
Offer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular music
Video-based tutorial Word-based tutorial or video-based Video-based tutorial that understands
tutorial DIY learning challenges as lessons are
guided by David Sides, a respected
popular self-taught piano player
Game-like feedback mechanics linked to No feedback mechanics Game-like feedback mechanics linked to
virtual piano playing – excelling in Online actual keyboard playing –
Pianist may not translate in actual piano excelling in P.S. translates to actual
playing skill piano playing skill
Lessons are organized and customized Lessons are not organized (scattered Lessons are organized and customized
based on difficulty level contents) based on difficulty level
No integrated social element No social element Integrated social element – score can
be shared with friends
No official endorsement from music No official endorsement from music Official endorsment by music moguls
industry industry (e.g. Quincy Jones) and music labels

8. Fact #4
HOWEVER PLAYGROUND SESSIONS IS NOT TAKING OFF

9. WE SHOULD CHANGE THIS FACT!

10. WHAT STANDS IN BETWEEN
Not many people The price to the
know about course (us$149)
playground may halt
sessions purchase

11. WHAT COMMUNICATION SHOULD DO
Make the target Make the target
& people who & people who
can pay for can pay for
them them
KNOW EXCITED
In 12 months:
750,000 qualified visitors to the website
Free trial download >10% of visitors
Conversion rate > 0.75 of visitors

12. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

13. THE TARGETING STRATEGY
MAKE THEM KNOW MAKE THEM KNOW
AND EXCITED TO TRY AND EXCITED TO SUPPORT
THE FIRST-TIME
THE PARENTS
TEENS
NAMM – Gallup 2011 survey report reveals that in
2009, 45% of respondents were motivated to start
playing music instrument because of parents‟
encouragement and its trend is increasing

14. TEENS
Meet Daria. She and her friends like to share, listen, sing and ... so when they are in their idols‟ concert and
She is into music. memorize their favorite music lyrics together when their idols ask them to sing, they can sing
without forgetting the lyrics
Pretending to be their idols, they like Admiring cover artists on youtube, she She does not pursue it as she believes in piano
to record and upload their imagines if only she can not only just sing but lesson myth: hard, requires her to learn
performance to youtube for fun also play like her idol, how she will clock a lot classical piece first that it will take ages before
of views in youtube & people including her idol she can play her idol‟s songs. Besides it is also
will admire her hard to convince her parents the importance
of piano lesson and if she has talent to pull it off.

15. PARENTS
Meet Daria‟s mom. Although she feels she has raised her Everytime there is a behavior or mood
As her daughter already reaches well, she also realizes sometimes teens change in her daughter and her daughter
adolescence, she realizes that she can can „surrender‟ to bad influences – as refuses to tell her even after asked
no longer watch over her 24/7 and needs shown in news, where teens‟ problems repeatedly or says no to her offer to help,
to give space to make her daughter feel often make headline. her worry intensifies.
trusted.
She often reads or hears that teens
However she also reads that strict She needs something that can help
often hide their problems from parents
parenting is a recipe for delinquent her daughter and her „sanity‟
that it suddenly blows up . She
teens. survive from the unpleasant part of
wonders if she should do “Big
adolescence.
Brother”parenting.

16. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

17. TEENS
FROM THE STRATEGY TO
Communicate P.S as the answer of
Learning piano seems hard and takes a I can learn my favorite songs directly in an
“if only there is an easy way to be
long time as it requires me to learn easy sans confusion and fun way!
able to play piano like my idol”
classical piece first
prayers
Engage in wishful thinking “if only I could INSIGHT Download Playground Sessions‟ 7-days
play piano” “If only there is an easy way to play free trial offer
piano like my idol, if only….”
PARENTS
FROM THE STRATEGY TO
Unsure about the benefit of learning how Learning to play musical instrument can
Communicate P.S. as the answer of
to play musical instrument engage my daughter/son that it helps
“if only there is a way to protect my
him/her cope with being-teen challenges
child” prayers
Does not give strong support for ttheir INSIGHT Purchase Playground Sessions‟ service
children to learn to play musical “If only there is a way to protect my for teenage daughter/son
instrument teenage child without over-controlling
her/him...”

18. SINGLE MINDED PROPOSITIONS
THE FIRST TIME TEENS THE PARENTS
WHAT IF YOU WHAT IF THERE IS A FUN WAY TO HELP
CAN SKIP THE SUCKY PART YOUR CHILD SKIP UNPLEASANT PART
TO PLAY AS AWESOME OF ADOLESCENT PHASE?
AS YOUR IDOL?

19. RATIONALE / TEENS
Links competitive
Speaks in their
edge of PS with
„wishful thinking‟
„instant‟
modes and puts
generation‟s urge
P.S. as the
to fast forward to
solution
the result
WHAT IF YOU CAN
SKIP THE SUCKY
PARTS TO PLAY AS
AWESOME AS YOUR
IDOL?
Taps into their
„look-at-me‟ Communicates
desire by P.S. fun tutoring
promising quality („play as
possibility to be awesome as
as awesome as your idol‟)
their idols

20. RATIONALE / PARENTS
Speaks in their Implicitly
„wishful thinking‟ answers their
modes and puts unspoken desire
P.S. as the to fast forward
solution teen years
WHAT IF THERE IS A FUN
WAY TO HELP YOUR CHILD
SKIP UNPLEASANT PART
OF ADOLESCENT PHASE?
Taps into their Communicates
desire to protect P.S. fun quality
their children that can save
from the them from “No!”
unpleasant part from their
of teen years children

21. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

22. THE CAMPAIGN PERIOD: 12 MONTHS
Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized corresponding to the momentums
#1 CHRISTMAS & NEW YEAR
PARENTS
START: 4 weeks before Christmas
END : End of December
TEENS
START: 4 weeks before Christmas
END: End of December
Globally, the search for piano learning spikes in Decembers

23. THE CAMPAIGN PERIOD: 12 MONTHS
Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized corresponding to the momentums
#2 LONG SCHOOL HOLIDAY
PARENTS
START: 4 weeks before long holiday
END : End of first month of long holiday
TEENS
START: 4 weeks before long holiday
END: End of first month of long holiday
The search for piano learning also spikes in Aprils - Julys in
countries like Australia, New Zealand and Philippines

24. THE CAMPAIGN PERIOD: 12 MONTHS
Campaign should be more intense during these three high receptivity momentums and
communication material needs to be contextualized in accordance with the momentums
#3 FAMOUS MUSICIAN’S LANDMARK DAY
TEENS
START: 2 months before landmark day
END: 1 week after landmark day

25. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

26. TEENS: WHAT AND WHERE /
WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME
AS YOUR IDOL?
YOUTUBE FAN SITE TOP 40 CHARTS YOUTUBE REVIEW & PRAISE ON PS SITE
FACEBOOK MUSIC CONCERT GOOGLE FACEBOOK MUSIC BLOGS
TWITTER TICKETING SITE TWITTER ASK FRIENDS’ OPINION FACEBOOK TWITTER
AWARE ABOUT P.S. CURIOUS TO FIND OUT ASK PARENTS TO BUY
Messaging: Messaging: Messaging:
You can skip the sucky part in With P.S., learning piano is fun but it Buying P.S. will help teens make parents
CREATIVE
learning to play as awesome as your works! proud
idol with P.S.
RTB: RTB:
RTB: -Direct feedback linked to actual keyboard Benefits of learning to play musical instrument
-Lesson is based on pop songs (no need to playing 7-day-trial trial
learn that hard classical music) - Can share score and progress with friends Assistance to provide keyboard
- Awesome music library - Free 7 days trial Group discount*
Youtube skip ad button / video Google Adword Facebook / twitter / e-mail „default share‟
message
Verification button Music blogger / fan club leader / piano
(online ticketing site) cover artist outreach Testimonial / endorsement and praise
MEDIA
quote and video (on site)
Interactive banner ad Demo video
Trending topic hashtag
Facebook game app (digital piano)
* Suggestion to consider

27. TEENS: WHAT AND WHERE /
WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME
AS YOUR IDOL?
YOUTUBE FAN SITE TOP 40 CHARTS YOUTUBE PS SITE
FACEBOOK MUSIC CONCERT GOOGLE FACEBOOK MUSIC BLOGS TWITTER
TWITTER TICKETING SITE TWITTER ASK FRIENDS’ OPINION FACEBOOK E-MAIL
AWARE ABOUT P.S. CURIOUS TO FIND OUT ASK PARENTS TO BUY
Entertain with
With P.S., learning piano is fun SEND PARENTS COMPILATION OF
CREATIVE
FAST-FORWARD TO PLAY
but it works! MUSIC
LIKE YOUR IDOL
(Role-playing-as-musician game
(from the online piano game)
to demonstrate how P.S. skips
the „sucky‟ parts of piano Buying P.S. will help teens make her
learning) parents proud again (the next „proud
parents‟ moment)
Youtube skip ad button / video Google Adword Facebook / twitter / e-mail „default share‟
message
Verification button Music blogger / fan club leader / piano
(online ticketing site) cover artist outreach Testimonial / endorsement and praise
MEDIA
quote and video (on site)
Interactive banner ad Demo video
Trending topic hashtag
Facebook game app (digital piano)
* Suggestion to consider

28. DIGITAL ECOSYSTEM / TEENS / AWARE ABOUT P.S.
FAST-FORWARD TO PLAY LIKE YOUR IDOL
GAME TAB
Youtube skip ad Verification button Interactive banner in top Sponsored trending topic
button / video (online ticketing site) 40 chart and fan site on twitter

29. DIGITAL ECOSYSTEM / TEENS / CURIOUS TO FIND OUT
FAST-FORWARD TO PLAY LIKE YOUR IDOL
ABOUT PS
GAME TAB
TAB
Sponsored trending topic
on twitter
Music
blogger /
fan club
leader /
piano cover
artist
outreach
Interactive banner in top
Google Adwords 40 chart and fan site
Youtube skip ad button / Verification button
video (online ticketing site)
Demo video

30. DIGITAL ECOSYSTEM / TEENS / ASK PARENTS TO BUY
FAST-FORWARD TO PLAY LIKE YOUR IDOL
Direct parents to P.S. site ABOUT PS
GAME TAB
TAB
Music
blogger / Sponsored trending topic
fan club on twitter
leader /
piano cover
artist
outreach
Interactive banner in top
Google Adwords 40 chart and fan site
Youtube skip ad button / Verification button
video (online ticketing site)
Demo video

31. DIGITAL ECOSYSTEM / TEENS
FAST-FORWARD TO PLAY LIKE YOUR IDOL
Direct parents to P.S. site ABOUT PS
GAME TAB
TAB
Music
blogger / Sponsored trending topic
fan club on twitter
leader /
piano cover
artist
outreach
Interactive banner in top
Google Adwords 40 chart and fan site
Youtube skip ad button / Verification button
video (online ticketing site)
Demo video

32. PARENTS: WHAT AND WHERE /
WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT
PHASE?
FACEBOOK GOOGLE TED.COM REVIEW & PRAISE ON P.S. SITE
FACEBOOK TWITTER
PARENTING SITES BLOGS
YOUTUBE TWITTER FACEBOOK
TWITTER
AWARE ABOUT P.S. ASK TEENS TO FIND OUT BUY FOR THEIR CHILD
Messaging:
CREATIVE
Playground Sessions can help your Messaging: Hard-hitting messaging:
child skip the unpleasantness of Get your teenage child to find out Group discount*
adulthood about Playground Sessions Assistance to provide keyboard
without him/her feeling told to do
RTB: so
-The benefit of learning to play musical
instrument
- Game-like so your child will love it
Articles Video
Facebook „default share‟ message
Banner ad in youtube Quora thread
Testimonial / endorsement and praise
Google Adword video
MEDIA
Team teen & parents (blogger) outreach
Facebook sponsored stories (poll)
Twitter customer service account
Quora thread
* Suggestion to consider

33. PARENTS: WHAT AND WHERE /
WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT
PHASE?
FACEBOOK GOOGLE TED.COM REVIEW & PRAISE ON P.S. SITE
FACEBOOK TWITTER
PARENTING SITES BLOGS
YOUTUBE TWITTER FACEBOOK
TWITTER
AWARE ABOUT P.S. ASK TEENS TO FIND OUT BUY FOR THEIR CHILD
CREATIVE
THE P.S. SKIPPING EFFECT GET YOUR CHILD THE P.S. PIANO
(Demonstration of how piano THE ART OF PERSUASIVE HINTING LEARNING EFFECT NOW:
learning with P.S. can skip the Assistance to provide keyboard
unpleasant part of adolescence) Group discount*
Articles
Video Testimonial / endorsement and praise
Banner ad in youtube video
Infographic
Google Adword Facebook / twitter default share message
MEDIA
Team teen & parents (blogger) outreach
Facebook sponsored stories (poll)
Twitter customer service account
Quora thread
* Suggestion to consider

34. DIGITAL ECOSYSTEM / PARENTS / AWARE ABOUT P.S.
THE P.S. PIANO LEARNING EFFECT
– SKIPS THE UNPLEASANT PART OF ADOLESCENCE
Microsite
(inside P.S. site)
Articles in news
and parenting
sites
Facebook poll
(sponsored
stories
Discussion
thread
Team mom and Banner ad in
Twitter CS daughter/son youtube
account blogger outreach

35. DIGITAL ECOSYSTEM / PARENTS / ASK TEENS TO FIND OUT
THE P.S. PIANO LEARNING EFFECT
– SKIPS THE UNPLEASANT PART OF ADOLESCENCE
The Art of Hinting
Microsite
Articles in news (inside P.S. site)
and parenting
sites
Tutorial video
Facebook poll
(sponsored
stories
Discussion
thread
Team mom and Banner ad in
Twitter CS daughter/son youtube
account blogger outreach

36. DIGITAL ECOSYSTEM / PARENTS & TEENS
Teens ask parents
to buy
Parents go to P.S.
site and buy

37. DIGITAL ECOSYSTEM / PARENTS & TEENS

38. THE QUESTIONS
WHY WHO
Who P.S. is going to talk to
WHAT
What we want them to
Why P.S. needs
communication to help and remember,
what is the communication what we are going to say to
task them
WHEN WHERE
Where we are going to
HOW
How we are going to measure
When we are going to
communicate with our target communicate to our target our success

39. KPI
(12 MONTHS CAMPAIGN)
AWARENESS
Search volume
growth > 10%
CONSIDERATION PREFERENCE PURCHASE RETENTION
2000 clicks to not- 750,000 qualified visitors 5% higher preference 10,000 trial downloads 10,000 new friends on
to the website compared to regular FB /
skip-ad button 5,000 new customers 5,000 new followers on
piano lesson &
OnlinePianist.com: twitter
Number of mentions “fun” , “effective” &
in twitter and “trustworthy” attributes
facebook > 25%
5 unpaid write-ups in
major blogs (music
or non music)

40. ANY QUESTION
OR FEEDBACK?
@candrakirana

41. APPENDIX

42. MUSIC IS TEENS’ BASIC NEEDS
Source: The Telegraph

43. TEENS HARBOUR DESIRE TO BE ABLE TO
PLAY MUSIC INSTRUMENTS, E.G. PIANO
https://twitter.com/search?q=if%20i%20could%20play%20piano&src
=typd

44. 45% PEOPLE PLAY MUSIC BECAUSE OF PARENTS’ ENCOURAGEMENT
http://www.nxtbook.com/nxtbooks/namm/2011globalreport/

45. PIANO LESSON MYTHS SCARE THE CRAP OUT
OF THEM
http://www.davidnevue.com/pianomyths.htm

46. PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA
http://www.motherpedia.com.au/article/what-teenagers-dont-tell-
their-parents-and-why
http://abcnews.go.com/blogs/headlines/2012/04/teens
-getting-drunk-on-hand-sanitizer/

47. PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA
http://www.nytimes.com/2012/06/26/technology/so http://www.spygadgets4u.co.uk/blog/parents-losing-sleep-worrying-what-their-
ftware-helps-parents-monitor-their-children- teenage-sondaughter-might-be-up-to.html
online.html?pagewanted=all&_r=0

48. MUSIC CAN HELP TAKE ‘PROBLEMATIC’ OUT OF ADOLESCENCE
http://www.namm.org/news/press-releases/study-reveals-teens-strong-commitment-music-and-mu

49. HOW TEENS LISTEN TO MUSIC
http://online.wsj.com/article/SB10000872396390
444042704577587570410556212.html

50. HOW TEENS ACCESS MEDIA
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef
=718ff834-7557-4a9d-8d1d-73e126158837

51. http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/