Digital Dojo: LESSON 1
TOTES ENGAGEBALLS
TIPS & Tools for brilliant campaigns
ALL brilliant campaign ideas work in digital
THE AIM OF TODAY
- A brief history of communications
- Surprise pop quiz
- Bunch of tools
A BRIEF HISTORY OF EMERGING MEDIA
HAND
PRINTING PRESS
INTERNET
INFINITE MEDIA
EARNED
OWNED
PAID
OWNED: NOT JUST PLATFORMS BUT THE PEOPLE WHO REGULARLY USE THEM
PAID = +OWNED & +EARNED
OWNED = ++EARNED
INVERT THE PYRAMID
EXAMPLE: GANGHAM STYLE
USAGE OF INTERNET Vs TV
DEVICIFICATION
a) Ignoring the audience
b) Not understanding the
Client’s Business
c) Making yourself and the agency look like geriatric dinosaurs
d) all of the above
POP QUIZ
take the pledge
I, <firstname> do solemly swear,that from this day forth,
all the campaigns that I present,
will contain imaginative, original demonstrations,
of how the idea fits into people's digital lives
So help me Todd.
#PROTIPS
- Sign up to things and play with them
- Sign up to a reader (I use feedly) and follow and read online media news sources.
- Google stuff
- Get involved in Digital things
BUNCH OF TOOLS
cuz rules are for fools
TOOLS NOT RULES
1. mining/ RESEARCH TOOLS
GOOGLE AUTOcomplete
topsy
radian6
AWESOME
FAST
Cheap
2. THE GOLDEN TRIANGLE
3. The Pareto Principle
80/20 RULE
90:9:1
4. THE NORMAL DISTRIBUTION
5. THE CREATIVE BRIEF
INSIGHTS > FACTS
CHANNEL INSIGHTS
- What channels do the audience use?
- Vs other channels
- Vs general population
- When do they use them?
- On what devices?
- For what purpose?
CONTENT INSIGHTS
- What do they love to watch, read, do?
- What do they share?
- Who do they share with?
BEHAVIOURAL INSIGHTS
- What are their current behaviours when it comes to this market?
- What prompts them to buy?
- How do they buy?
- What do they love & hate about the process of buying/using?
6. CAMPAIGN OBJECTIVE PLAN
7. USER JOURNEY MAPPING
8. SEE, THINK, DO
Eveyone who is in the process of buying right now
DO
Everyone who is in the market right now
THINK
Everyone who will ever buy your category
SEE
9. living experience model
10. THE ACID TEST
THE ACID TEST
1. Is it Actually sharable?
2. Is it Credible from the brand?
3. Does it Involve the audience?
4. Does it Demonstrate a shared passion?
SHARED PASSION
IF YOU CAN ONLY REMEMBER ONE THING:
IF IT DOESN'T SPREAD, IT'S Dead
OMG
LOL
WTF
...and we need your help!
A TEST FOR SPREADABLILTY...
QUESTIONS?
TOTES ENGAGEBALLS
By Craig Page