digital fundamentals: 10 things you need to know to develop a great digital stratgey and plan
DESCRIPTION
Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan. This is a talk I gave at Richmond Events Digital Marketing Briefing in London.TRANSCRIPT
![Page 1: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/1.jpg)
Digital Fundamentals: For the confused and uncertain
Gary Bembridge. Vice President Beauty Care, Johnson & Johnson
![Page 2: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/2.jpg)
You can’t look back.
You could look around.
You have to look ahead.
![Page 3: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/3.jpg)
#1IT’S GOING TO GET FASTERFaster adoption. Faster expectations.
![Page 4: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/4.jpg)
Years to penetrate 50% of homes (USA)
45 20 15 10 8 6
Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
![Page 5: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/5.jpg)
5 years ago these did not exist
Source: Why brands should embrace technological change: Avi Dan AdAge Jan 2010
![Page 6: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/6.jpg)
3 “favourite inventions” of the decade (UK)
Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010
73% 62% 58%
MP3 (51%) SatNav (46%) iPod (43%) YouTube (39%) HD TV (30%)
![Page 7: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/7.jpg)
#2EVERYONE IS DOING ITEven your mum and her friends are at it
![Page 8: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/8.jpg)
![Page 9: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/9.jpg)
#3YOU ARE ALREADY OUT THEREKnow where, why and what to do about it
![Page 10: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/10.jpg)
Your brand is already active digitally.You better know about it. And what you will do.
LTM – Eurostar - Heathrow - Tripadvisor - Facebook – Blogs – Mommy Bloggers - YouTube
![Page 11: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/11.jpg)
Your brand is already active digitally.You better know about it. And what you will do.
YouTube user generated brand spoofs: Durex versus Dove
![Page 12: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/12.jpg)
Your brand is already active digitally.You better know about it. And what you will do.
One of the biggest missed opportunities initially: 88 million views + 520K comments and counting
![Page 13: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/13.jpg)
#4THINK LEAN FORWARDSThe days of sitting back are gone
![Page 14: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/14.jpg)
ITV
Xtra Factor ITV2
iTV Player
catch-up
YouTube Channel
Paper tie-ins
Concerts
Danni on Twitter
DigitalSpy
Fan Blogs
iTunes
Online Betting
Phone Voting
Mags & Papers
![Page 15: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/15.jpg)
#5KNOW WHAT WORKS ONLINEGive them what they want
![Page 16: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/16.jpg)
Think like a consumer, even when you walk through the office door
4 activities work
Interaction Transaction Research Entertainment
![Page 17: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/17.jpg)
#6DEVELOP FOR THE 3 SCREENSThe devices are merging and blurring
![Page 18: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/18.jpg)
The 3 screensContent consumption merging & blurring
All internet capable - BBC iPlayer on all 3
![Page 19: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/19.jpg)
The mobile: our future remote control?
![Page 20: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/20.jpg)
#7GO TO THEMBe where they are, they won’t take that extra trip
![Page 21: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/21.jpg)
Right content in right context at right time.Just like when you place your “traditional content” in any other media
YouTube3 million view in 18 months
iTunes100000 downloads a year
![Page 22: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/22.jpg)
Right content in right context at right time.Just like when you place your “traditional content” in any other media
Mitchell Kapur: “Getting information off the internet is like taking a drink from a fire hydrant”
Principles of good communication
Focus on content
Repurpose.
Don’t focus on the channel/ destination
![Page 23: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/23.jpg)
#8CREATE A FAN BASENot a database
![Page 24: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/24.jpg)
An advertiser meets the consumer to talk..
![Page 25: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/25.jpg)
Creating a fan not a numberYou are dating not married for life, keep them keen or they get mean
Listen
Fast & Immediate
Personal/ Personalized
Relevant & Context
Don’t spam
Respect Privacy
![Page 26: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/26.jpg)
#9TAKE IT FROM THE TOPDon’t ask for it…….Love it. Live it. Do it.
![Page 27: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/27.jpg)
Actions speak louder than words at the topThe young may inherit the earth, leaders need to create it
What you say? What you do?
Source: BBC News website 25 Feb 2010. Survey of 1135 Uk adults Feb 2010
Create the #1 source of anti-age information
online!
Have a CRM program better than any other
beauty brand!
Spend most of the review on the TV ad discussing the set, casting, music….
![Page 28: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/28.jpg)
Love it. Live it. Do it. Show you care
“Where do you get the time?”
What I learnt from Facebook, Twitter, YouTube, Blogging, Analytics, Sky+, Podcasts
How do you keep up with all that is going on in beauty?
![Page 29: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/29.jpg)
#10THE PRESENT IS THE PASTSee this as great news. You don’t need to follow
![Page 30: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/30.jpg)
You can’t look back.
You could look around.
You have to look ahead.
Give them what they want, where they want it, when they want it and how they want it.
![Page 31: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/31.jpg)
10 Fundamentals for the uncertain and nervous
1. It’s going to get faster
2. Everyone is doing it
3. You are already out there
4. Think lean forwards
5. Know what works online
6. Develop for the 3 screens
7. Go to them
8. Create a fan base
9. Take it from the top
10. The present is the past
![Page 32: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/32.jpg)
TipsForTravellers.com GaryBembridge.com
http://uk.linkedin.com/in/bembridge
![Page 33: Digital Fundamentals: 10 things you need to know to develop a great digital stratgey and plan](https://reader035.vdocuments.us/reader035/viewer/2022070318/557ae6d8d8b42a63778b5505/html5/thumbnails/33.jpg)
THE DIGITAL MARKETING BRIEFING17TH MARCH 2010