Digital Communication Strategy

Steinar Danielsen

Creative director and co-founder of

what can the internet provide a brand?

differentiation integrationamplification

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what can the internet provide a brand?

/ differentiation of the brandDelivering a service or product via information,entertainment or other added values. In a waythat separates a brand from it’s competitors.

Project: Position Sony Bravia as the top brand for flat screen tv technology

Strap-line (promise): “Color like no other”

Strategy: Build awareness and expectation via the web using social media

Follow up online launch with traditional media buyout.

Use web as a channel for feedback and extension

Differentiation

Delivery

Brand Identity Design

Qualification Benefit Experience

Separate

Build relations

/ integration of the brandThe internet can help integrate multiple brand-building approaches on one common platformproviding synergy and consistency.

"Some people only go to MySpace. It's where they're on allday. Some only go to LinkedIn. Our goal is to make sure thateach supporter online, regardless of where they are, has aconnection with Obama,"

Scott Goodstein, Obama’s digital campaign manager

"Because of the Internet, Obama has built a movement.He's leading a cause.”

Alex Castellanos Washington Post

SearchEngines

Mainsite

Banners

Viral

Web-PR

Campaignsites

Bloggs

Communities

Brand

http://www.aglassandahalffullproductions.com/

http://skittles.com/

http://skittles.com/

http://skittles.com/

/ amplification of the brandAdding continuity and depth to marketingprograms.

Increasing engagement and providingdetailed feedback via measurable effects.

Brand Message Audience

Brand Message Audience

“What can I learn from you?”

“What can I get from you?”

Let go of the campaign mindset. Digital is not like traditionalmarketing...digital never ends.... If you're not sticking around totransform that attention into new relationships, you're wastingyour effort.

http://www.mikearauz.com

/ amplification of the brandAdding continuity and depth to marketingprograms.

Increasing engagement and providingdetailed feedback via measurable effects.

/ amplification of the brandAdding continuity and depth to marketingprograms.

Increasing engagement and providingdetailed feedback via measurable effects.

Social media marketing is not a replacement for othermarketing tactics. Success with social media toolsrequires time and effort, not money.

Gerd Leonhard http://www.mediafuturist.com/

/ Enter the experience culture

The progression of economic valueJoseph Pine “The experience economy”

ServicesExperiencecommodities

Goods

Extract Make Deliver Stage

For the customerImproves the runners experience

Provides valuable statistics distance, time,calories etc,

Allows the runner to share a personalgoals, challenges and soundtracks

Makes you part of a community - challengeanyone anywhere to a race

For Apple and Nike

Positions both as innovators

Creates returning traffic

Increase sales in itunes

Increase sales of nike products

Promotes brand loyalty

What should a brand do on the internet?

Take it seriously! (your customers do)

Think web and not just websiteCreate open discussionsListen & Learn Adapt & EvolveExperiment

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What should a brand do on the internet?