We've been helping clients become more digital and more social. In an integrated way. This is part of how we've been helping them. More at bluurb.wordpress.com.

1. Sharing our stuff Strategic digital integration April 2011 dch.co.uk @DCH_Agency

2. Why are we doing this? We’ve been helping some of our clients become more social and more digital We’ve been helping them do this in an integrated way In this open era, we wanted to share the work and for it to be collaborated on This is version 1.0, released April 2011 Please share it and let us know your thoughts @nicholasrgill

3. Digital* has changed the way people behave, think, act and interact with brands…… and people. Brands need to change too *Broadband, mobile accessibility, technology adoption, social media sharing, cultural participation and evolution

4. We used to do this Brand Consumer

5. Because one purchase funnel ruled them all Source: Forrester

6. But the reality is more complex Source: Forrester

7. So communications need to adapt Shareable Sociable Topical Be relevant Add value& meaning Facilitate Participate Community Consumer Brand Activate the brand truths

8. Be relevant Add value Facilitate Identifying the business problem Clear & measurable Attainable Consumer Business Community Shareable Sociable Topical People Advocates Empowered Distributed Brand Physical Real-worldintegration Technology Accessible Scaleable Beta Well, actually it’s a bit more like this

9. Image source: InnovativeThunder.com eBook

10. DIGITAL/SOCIAL MEDIA HAS VERY, VERY LARGE NUMBERS WE ARE LITERALLY TALKING BAJILLIONS Image source: http://bit.ly/f9lFHQ

11. An awful lot of Facebookers Quite a tremendous amount of Twitterers I think this You Tube thing may catch on iPhone’s are not the only mobile fruit HUGE! Blogging still big Gazillions of apps Stupendous amounts of search Bajillions of SMS Email a go go Streaming for the masses

12. Go on, check them out. Dare you… http://www.google.co.uk/intl/en/landing/internetstats/ OR a pretty version here if you prefer pictures to words http://www.focus.com/images/view/48564/ Hard to believe I know but I won’t be sharing 10 slides of HUGE numbers to justify the importance of digital and social. Social & digital is now a normal part of life. Because…

13. Camera, DVD, Blu-Ray RSS Social viewing / Participation Surfing On-demand (iPlayer, 4OD, Hulu) TV viewing MMO Interactive TV Casual Handheld ARG PVR Feeds/Filters Console TV Gaming Bluetooth Text Entertainment (radio, video, music) QR codes On Demand Outdoor Search Live interaction Virtual Worlds Networks Live casting Social Media Press Video ad innovation Forum Meme QR codes Widgets Destinations Mobile Portals Publish (blog) News Crowd-sourcing Life-streaming Reviewing Connecting Brand sites Sharing email Personalised start pages, iGoogle Bluetooth Ratings email MMS IM Liking Reviews Bookmarking Wi-Fi MP3 VOIP (Skype) Friending Surfing GPS Distribution Life-streaming (Twitter) Everything is digital

15. We blend.

16. We instinctively demand more integrated experiences from brands. And we expect them on-demand.

18. Because it plays a role across the entire decision making journey inc. post-purchase Active Evaluation Initial consideration set Moment of purchase Post purchase experienceOngoing Exposure Source: McKinsey Consulting

19. Because 65% of UK internet usage is in social and entertainment spaces Source: Forrester & The Guardian

20. Because we are increasingly online on the move 24% regularly accessing internet through a mobile device Apple dominate Android rising rapidly 2010 Q4, HTC sold 1.1m, Apple's 1.4m Sourcse: TGI, iCrossing February 2011, GuardianTech

21. Because Facebook is MASSIVE 30m UK users Half the population Half return EVERY day In the US… 41% want to receive communications from marketers on Facebook More than double any other digital platform Source: AdAge.Ipsos 2011

22. What do they want? Deals Information Entertainment Events Source: SocialCommerceToday, AdAge.Ipsos 2011

23. Because it enables brands to have a real relationship with their customers And changes our relationship from a big idea to the long idea (multiple micro-interactions) It amplifies the combined power of all brand activities

24. You don’t need a social media strategyYou need a brand strategyThat leverages social media Quote: Chris Kirubi, Coca-Cola 2010

25. The typical shape of activity across the year Peak Peak High impact brand switch Recruit [ADVERTISING] Regularity frequency exploit contacts [DIGITAL] Exploit peak to win trial Promote usage frequency & brand advocacy across year

26. Strategic digital integration (illustrative) TV, media In-store Social Sampling Website PR eCRM Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2011 2012 ATL media drives mass awareness and sales in two major bursts Expensive & effective Supported with PR and sampling Digital provides the momentum through ongoing engagement (push and pull) keeping brandX top of mind through the year Less expensive & effective Grow “brand connections” over time leveraging ATL plan and dedicated digital media partnerships

27. We believe social media is just stuffSocialised brands can be contagious Socialised brands deliver cohesive experiences around the brand Delivered through content that’s sticky, slippy and contagious Information, entertainment, utility, monetary It is about attraction, not interruption It amplifies the combined power of all brand activities

28. It’s about meaningful engagement Shareable Sociable Topical Be relevant Add value Facilitate Community Consumer Brand Authentic Open Transparent

29. Activated by shared passion points Shareable Sociable Topical Be relevant Add value Facilitate Community Consumer PassionPoints Brand Authentic Open Transparent

30. And doesn’t happen at the click of a button Image source: AdAge

31. And doesn’t happen at the click of a button Strategic Transition Pilot/Trial Contemplation

32. But leans into new (technology driven) opportunities to enhance the brand experience Graphic created using Wordle.net

33. It also requires the two B’s Bravery Budget

34. Digital requires both brand programming & brand opportunity Brand Experience: Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination. Brand Programming: Structured platform and content plan (everyday engagement & impact campaigns) that delivers the strategy. Brand Opportunity: Tactical PR and partnership led opportunities that amplify the brand (can be strategically loose) that are short-term and opportunistic in nature. Everyday engagement to maintain brand awareness Engagement / relationships Impact campaign has significant, planned impact on growth/engagement Brand opportunity campaign has tactical incremental impact on growth/engagement Time Source: Adapted from everyday engagement / impact campaign approach by Raak

35. Core requirements for successful engagement Awareness Curation Content Agile mindset/Rapid deployment Agile mindset/Rapid deployment ActiveAnalytics

36. Core requirements for successful engagement Content is brand currency: Entertaining, useful, informative or monetary Snackable content Shareable and involving Measurable Be bold, brave, on brand and have a budget Awareness Promote the brand establishments: Publicise on all brand comms Utilise targeted social media advertising Consider digital and ATL media Agile mindset /Rapid deployment Curation Content Active participant: Live feed to your audience Be engaging when you engage Balance corporate needs Vs audience needs Be ready: Identify quick response chain of command Crisis management toolkit developed Social media guidelines developed Mindset must be of now Understand what’s happening: Social space monitoring to identify brand conversations and act accordingly Dashboard reporting of KPIs ActiveAnalytics

37. Brandecosystem TVC / ATL Paid media Website Brand Information: awareness, utility, signposting PR In store Digital media /partnerships Sampling Brand strategy activation Earned media Brand Experience: Engagement, Utility, Deals, On the move

38. Strategic digital integration Objective: Objective goes here Active Analytics Strategy: Strategy to achieve objective goes here TV & on/offline media: Drive high awareness & frequency In-store: Drive trial & frequency: Promotion On pack Sampling Partnerships Digital: Brand Information: Information Products Outlets Customer service (web, eCRM, search) PR: Press office, partnerships, events Brand Experience: Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination. (social, mobile)

39. Sharing our stuff Thank you April 2011 dch.co.uk @DCH_Agency