The Three Tragic Flaws(that might mean curtains for your digital strategy)

The Stage is Set

You Are About to Write a New Story

You’ve Put Together a Solid Digital Strategy

Everything is a Go

But Are You Destined For Tragedy?

Your Entire Strategy Might Be Based on Some Tragic Flaws

Three Tragic Digital Strategy Flaws

Greek Tragedy Hamartia—hero makes a

critical mistake Hubris—hero’s pride keeps

them from realizing their mistake

Anagorisis—hero has a revelation but, well, it’s too late.

Digital Strategy Mobile—that mobile should

somehow be a separate part of your strategy

Video—that you should just publish your video to YouTube

Social—that it’s just another channel to broadcast your message

Mobile

When You Think of Mobile as Separate

The Result?

What It Really Means…

More complicated workflow Content is treated “differently” for mobile

Slower time to market More elements of your digital presence to manage

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Ciena: Avoiding the Tragic Flaw of Separation

Same Content, Mobile Experience

Swipe Touch

It May Seem Confusing But It’s Not Rocket Science

Stop Thinking About Devices and More About Behavior

Like Ciena

Focused workflow on creating content, not converting it Selected content management tool that provided for

automatic conversion of content through mobile “templates”

Focused on answering the question, “What kind of content do people want to see when they are not

at their computer?”

Video

When You Only Publish to YouTube…

You Are Disconnecting Users From Your Story

What Can You Do?

Add “annotations” to your video as Call-to-Actions Doesn’t work on mobile/tablet

Use the video description to reinforce how the video fits into your story

Annotate Your Videos

http://www.labnol.org/internet/youtube-links-to-external-sites/26209/

Annotation Example: 3 (UK Mobile Provider)

http://www.youtube.com/watch?v=Ekr05T9Iaio

Use Video Descriptions To Reinforce Your Story

The Result?

Your website

Social

Social Is Not Just Another Channel

What Can You Do?

Keep it in Context Be Your Audience

Keep it in Context

The Trap Of Consistency

Context Is About Targeting

Context In the Digital World

These Two Things Are Not the Same

Facebook Is Not Twitter Is Not LinkedIn

Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at the

same time) LinkedIn’s audience are business professionals

How to keep content in context Remember the audience of the social network. To whom are you

communicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff from

your website with links, you are treating social media like just another channel…

Tie Product Into Audience

Be Your Audience

Doing It Right: Coca-Cola

On average, at least 1 interaction per post

Interaction is conversational connecting the brand with the audience (multiple likes on the brand comments)

Not So Doing It Right: British Airways

On average, less than 1 comment per 5 or six posts

Comments are customer-service in nature, adding nothing to the conversation (not interactive)

You Can’t Engage If You Are Observing

Get Plugged In!

Doing It Wrong on Twitter: Coca-Cola

Notice the distinct lack of references to anyone

Coca-Cola is just using Twitter to distribute messages

No interaction…anywhere… (no RTs, no mentions, etc.)

Doing It Right On Twitter: McDonald’s

Lots of RTs and mentions Conversations with lots of

different users Direct responses:

“Glad you liked them! RT…”

How to Avoid Those Tragic Flaws?

Make Mobile, Video, and Social Part of your Digital DNA

Thank You