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