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Jour 3275 digital strategy

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Slides for a guest lecture to undergrads at the University of Minnesota.

Publicado en: Marketing
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Jour 3275 digital strategy

  1. 1. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  2. 2. A very brief overview of communication theory © Thinkstock/iStock
  3. 3. Elaboration Likelihood Model The most authoritative theory for communications. Developed by Richard E. Petty and John Cacioppo in the mid-1980s, it proposes that that messages can follow two separate paths. Model from Petty and Cacioppo, website: Floris Wolswijk, 2014
  4. 4. Developed by Elias St. Elmo Lewis 1898 It proposes that changed behavior is a result of changed attitudes. AIDA Model Image via: greeneyefordesign.com/
  5. 5. Comms theory developed in age of mass media Communication theories like these came into vogue when mass media was approaching its zenith. When it was still possible to reach mass audiences and shape mass culture through communications. http://inroadsjournal.ca/how-the-crtc-lost-the-internet-tv-war/
  6. 6. Cognitive dissonance But, 60 years ago, cracks began to appear in these theories. The theory of cognitive dissonance was developed by Leon Festinger in 1957. It states we change our attitudes to fit our behavior rather than the other way around. via: thefreeman.netImage via: thefreeman.net
  7. 7. University of Illinois Professor: Readings in Attitude Theory and Measurement 1967 “After more than seventy five years of attitude research, there is little, if any, consistent evidence supporting the hypothesis that knowledge of an individual’s attitude toward some object will allow one to predict the way he will behave with respect to the object. Indeed, what little evidence there is to support any relationship between attitude and behavior comes from studies showing that a person tends to bring his attitudes into line with his behavior rather than from studies demonstrating that behavior is a function of attitude.” Martin Fishbein Image via razonrazonada.wordpress.com
  8. 8. Google: 1998 Developed an experience that rewards curiosity. Changing the way we think about learning. searchengineland.com
  9. 9. Facebook: 2005 Developed an experience that rewards sharing. Changing the way we think about privacy. Reuters
  10. 10. Airbnb: 2008 Developed an experience that rewards renting. Changing the way we think about property.
  11. 11. Behavior drives attitudes.
  12. 12. Digital drives behavior.
  13. 13. Brands are vehicles for driving behavior While many things in marketing have changed, the fundamental role of a brand has remained the same. It’s a mechanism for creating valuable behavior in owners and customers. interbrand.com
  14. 14. Classic Branding Designed to fuel communications
  15. 15. Zeus Jones Proprietary and Confidential.  All rights reserved 2016. Image via: Thomas R. Bruce/ Modern brands are defined by what they do. Not by what they say.
  16. 16. Classic Branding Modern Branding Designed to fuel communications Designed to fuel experiences
  17. 17. Classic Branding Modern Branding Guided by a purpose Company culture Multiple coherent ideas Deliver an experience Trust through transparency Progress by iterating Empowering Marketing is built-in Create communities Build platforms for shared value Delivering a promise Consumer insight Singular consistent messages Communicate an image Trust through authority Strive for perfection Controlling Marketing as a layer Create a transactional relationship Winner take all mentality
  18. 18. Modern brands do.
  19. 19. Strategy is the art of finding the unfair physical advantage www.reelz.com
  20. 20. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  21. 21. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  22. 22. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  23. 23. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  24. 24. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  25. 25. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  26. 26. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  27. 27. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  28. 28. A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere. Siege of Toulon Image via gallica.bnf.fr
  29. 29. Lessons from Toulon
  30. 30. • Identify the pivot point Lessons from Toulon
  31. 31. Patagonia Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  32. 32. • Identify the pivot point • Align with basic motivations Lessons from Toulon
  33. 33. Nike: To Bring Innovation And Inspiration To Every Athlete* In The World. *If You Have A Body, You Are An Athlete.
  34. 34. • Identify the pivot point • Align with basic motivations • Allow anyone to participate Lessons from Toulon
  35. 35. Google To Organize The World’s Information And Make It Universally Accessible.
  36. 36. • Identify the pivot point • Align with basic motivations • Allow anyone to participate • Use the environment Lessons from Toulon
  37. 37. Lego To Inspire And Develop The Builders Of Tomorrow. imgur.com
  38. 38. Modern brand strategy: do things with and for people.
  39. 39. Digital is how 
 modern brands do.
  40. 40. Patagonia Worn Wear and Common Threads part of Patagonia’s integrated program to extend the life of their clothing and reduce the environmental impact of their brand.
  41. 41. Nike Nike Pro Bra and Training Club are two of Nike’s women-specific programs that tap into the very specific needs and preferences of achievement for women.
  42. 42. Google Using Waze, Google has recently launched a ride-sharing program in Israel. A brilliant and useful demonstration of how organized information around real-time traffic can improve life.
  43. 43. Lego Lego’s Movie Maker App simplifies the process of making stop-motion videos and opens up a new avenue of creativity for its customers.
  44. 44. Digital built around behavior, not around media.
  45. 45. Communications planned around existing behavior For communications, the starting point in “brand experience” is understanding a person’s existing behavior and then attempting to fit into their life. However, this is still done primarily through interruption or fighting for attention CONSUMER Existing Behavior Zeus Jones All rights reserved
  46. 46. Modern brands start with desired behavior They think about what people would like to do, even when the people don’t know it themselves. They think about ways to bring their purpose to life in useful, exciting and inspiring new ways. CONSUMER Existing Behavior Desired Behavior Commoditized Functional advantage Zeus Jones All rights reserved
  47. 47. Digital delivers desired benefits in unique ways Modern brands enable new behaviors and create rituals based upon delivering unique experiences. They don’t simply fit into a person’s existing day, they enhance it in proprietary ways. CONSUMER Existing Behavior Desired Behavior Unique Rituals Commoditized Functional advantage Highly differentiated Zeus Jones All rights reserved
  48. 48. The full Common Threads program is a comprehensive series of digital and physical experiences, services, partnerships and communications that give Patagonia customers benefits that their competitors don’t. Common Threads is an ecosystem, not a site.
  49. 49. The initiative kicked off with a full page ad in the NYT and other media urging people not to buy their products. Newspaper launch: Black Friday 2011
  50. 50. Multiple components on eBay The pledge with email capture, content, eBay seller signup, the store(s) and other notifications make the site feel fairly comprehensive and fairly well branded (within the eBay template)
  51. 51. Multiple components on Patagonia Content, services and deeper engagement are shared on the “used clothing” section of patagonia.com. In addition, a tour brings repair services and sales to multiple locations around the country.
  52. 52. Yerdle and iFixit integrations extend the utility and impact of this program in smart ways. Services and partnerships
  53. 53. Both digital and physical assets were strategically coordinated to deliver a great experience to their customers. Assets aligned into a strategic and 
 coherent system
  54. 54. hitchhikers.wikia.com
  55. 55. Modern brands do things with and for people.
  56. 56. Digital is just a part of how brands do.
  57. 57. Modern strategy helps brands build unique experiences.
  58. 58. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  59. 59. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  60. 60. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: Digital strategy 
 in strategic communications February 4, 2016
  61. 61. 2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com JOUR 3275: 
 Strategy in strategic February 4, 2016
  62. 62. Thank You

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