Presentation for BBDO Moscow Digital Wordshop in September, 2009 (http://www.wacademy.ru/courses/digital) about communication strategy in Digital Age

1. Digital Age
Changes, challenges
opportunities for agencies and account planners
Zigurds Zaķis
DOMINO BBDO, stratēģiskās plānošanas vadītājs
http://zz.typepad.com/LV

2. The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution

3. tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/

4. 1448
I. Printing Press

5. Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §

6. Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first time
on June 3, 1875
2. Telephone

7. Fonogrāfs, 1877 Mikrofons, 1877
Kineskops, 1888
3. Recorded media

8. 1901
4. Broadcast

10. Mass Media Age:
main characteristics
• Mass communication
(Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities
of self-expressing
• A lack of co-operation
opportunities

11. 1995
Source: http://www.flickr.com/photos/giginger/75541830/

12. This is going to change
everything!

13. 7
changes
influencing our job

14. 1.
broadband
(internet)
at home

15. The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!

16. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

17. Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking

18. Constant Partial Attention
Economy

20. Abundance
of information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn

21. + + =

22. Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

23. 2.
Search
And abundance of
information

24. Step 0
of any digital strategy!
Getting your
“Now-What” right
I have seen an ad ... I have heard some good references ... I am intrigued!
Or I need to solve a problem ...
Now what???

25. Anno 1998.
Launched Adwords in 2003
a . The most powerful computing infrastructure on the planet

26. ‘’’’
‘
‘ Google Adwords
SEO

29. How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available

30. Source for “Social Systems”: David Armano, http://darmano.typepad.com

31. 3.
Video
Show, don’t tell

33. 7’463’000’000

34. 78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content

35. vs. 78’000’000 videos @ YouTube ...

38. http://www.sedinkjole.no/

40. 4.
Shopping
From pure rationality
to creating experiences

41. from:
Simple, functionally
convenient shopping

44. to: Creating experiences,
while supporting maximum functionality

45. Full Multimedia Experience (HQ)
Customize
or
Create your version of product

46. 5.
Social platforms

47. from: connecting (Being Together)

48. to: Sharing, Creating, Developing,
Collaborating

49. 27/08/2009 - 426’718 entries in Russian

52. Think
Social Platforms
rather than
Social Media

55. tirgus placis?

56. Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value

57. "The magic of social media
is not what happens in social media,
but what happens outside of it,
because of it"
Paul Isakson

58. 6.
The Age of Mass
Creativity

59. Creative self-expression was privilege

60. Not Anymore

61. Tools Platforms
to record, create, edit, publish to learn, grow, share, publish

62. Customize
or
Create your version of product

63. Improve product or service

64. Submit content

65. Submit content

66. Customer Created
Ads for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ

67. falling production costs
Growing demand
for superior experience
(idea + using the channel in right way + quality of production)

68. 7.
Mobile

69. iPhone AppStore
July, 2008

70. darbs

72. The main
consequence
for agencies and
marketers

74. The
customer
Message We

76. + + =

77. Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

78. Push is dead!
The
customer
Message We

79. Welcome to the age of PULL!

80. The age of PULL:
What pulls?

81. The
customer
?

82. Banners?
rarely ....

87. What pulls?

88. 1.
Create content
that customer
seeks out and share

89. Great
Storytelling

90. Create Experience
Video
Multimedia
Aesthetics + Functionality

91. Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency

92. 2.
Create value
Make his life better, easier, richer

93. Involve customer
Unleash their creative potential
Collaboration
Collective intelligence

94. Customization and
personlization

95. Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html

96. Be Deep and Meaningful
“It is not what you say that
matters, it what you do”

97. Strategy
in digital age
Increasing role and changing value of design

99. Don’t focus on technology.
Focus on
customer needs, wants and behavior.

100. Account Planning: 1960s-2000s
Understanding
customer
Understanding Understanding
creativity business

101. Understanding
customer and society /groups
Understanding Understanding
creativity business
Understanding
technology
(what it enables rather than what is possible to do by it)
but not focusing on it!

102. Understanding
customer and society /groups
Understanding Understanding
creativity business
Understanding
technology
(what it enables rather than what is possible to do by it)
but not focusing on it!

103. What really pulls?

104. 15
minutes
break!