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WHAT IF THERE IS PLAYGROUND SESSIONS? A digital strategy to get the First-Time Teens Become a Great Digital Strategist Skillshare Class Project / @candrakirana

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A #Digistrat Skillshare Class Project (teacher: @juliancole) Client: Playground Sessions Presentation author: Olivia Sulistio (@candrakirana)

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  • WHAT IF THERE IS PLAYGROUNDSESSIONS? Become a Great Digital Strategist Skillshare Class Project /A digital strategy to get the First-Time Teens @candrakirana
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • Fact #1 INTEREST IN DIY MUSIC LEARNING IS INCREASINGSource: Google Trends
  • Fact #2HOWEVER AVAILABLE ONLINE RESOURCES ARE NOT ORGANIZED AND HELPFUL ENOUGH ESPECIALLY FORVIRGIN LEARNERS http://www.onlinepianist.com/ http://pianozap.com/ http://freepianotutorials.com/Lessons are designed based on popular songs Lessons are designed based on popular songsOffer piano sheets of popular music Offer piano sheets of popular musicVideo-based tutorial Word-based tutorial or video-based tutorialGame-like feedback mechanics is linked to virtual No feedback mechanicspiano playing excelling in Online Pianist may nottranslate in actual piano playing skillLessons are organized and customized based on Lessons are not organized (scattered contents)difficulty level
  • Fact #3TRADITIONAL PIANO LESSON IS NOT AN INTERESTING OPTION Lessons are designed for classical music, hence takes longer time to master The effectivity and fun level depends on the teacherSource: All about Jazz Forum
  • #Fact 4PLAYGROUND SESSIONS ANSWERS THE PIANO LEARNERS NEED EVEN FOR PEOPLE WHOHAVE NOT PLAYED PIANO BEFORELessons are designed based on popular Lessons are designed based on popular Lessons are designed based on popularsongs songs songsOffer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular musicVideo-based tutorial Word-based tutorial or video-based Video-based tutorial that understands tutorial DIY learning challenges as lessons are guided by David Sides, a respected popular self-taught piano playerGame-like feedback mechanics linked to No feedback mechanics Game-like feedback mechanics linked tovirtual piano playing excelling in Online actual keyboard playing Pianist may not translate in actual piano excelling in P.S. translates to actualplaying skill piano playing skillLessons are organized and customized Lessons are not organized (scattered Lessons are organized and customizedbased on difficulty level contents) based on difficulty levelNo integrated social element No social element Integrated social element score can be shared with friendsNo official endorsement from music No official endorsement from music Official endorsment by music mogulsindustry industry (e.g. Quincy Jones) and music labels
  • Fact #4HOWEVER PLAYGROUND SESSIONS IS NOT TAKING OFF
  • WE SHOULD CHANGE THIS FACT!
  • WHAT STANDS IN BETWEEN Not many people The price to the know about course (us$149) playground may halt sessions purchase
  • WHAT COMMUNICATION SHOULD DO Make the target Make the target & people who & people who can pay for can pay for them them KNOW EXCITED In 12 months: 750,000 qualified visitors to the website Free trial download >10% of visitors Conversion rate > 0.75 of visitors
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • THE TARGETING STRATEGY MAKE THEM KNOW MAKE THEM KNOW AND EXCITED TO TRY AND EXCITED TO SUPPORT THE FIRST-TIME THE PARENTS TEENS NAMM Gallup 2011 survey report reveals that in 2009, 45% of respondents were motivated to start playing music instrument because of parents encouragement and its trend is increasing
  • TEENS Meet Daria. She and her friends like to share, listen, sing and ... so when they are in their idols concert and She is into music. memorize their favorite music lyrics together when their idols ask them to sing, they can sing without forgetting the lyrics Pretending to be their idols, they like Admiring cover artists on youtube, she She does not pursue it as she believes in piano to record and upload their imagines if only she can not only just sing but lesson myth: hard, requires her to learn performance to youtube for fun also play like her idol, how she will clock a lot classical piece first that it will take ages before of views in youtube & people including her idol she can play her idols songs. Besides it is also will admire her hard to convince her parents the importance of piano lesson and if she has talent to pull it off.
  • PARENTS Meet Darias mom. Although she feels she has raised her Everytime there is a behavior or mood As her daughter already reaches well, she also realizes sometimes teens change in her daughter and her daughter adolescence, she realizes that she can can surrender to bad influences as refuses to tell her even after askedno longer watch over her 24/7 and needs shown in news, where teens problems repeatedly or says no to her offer to help, to give space to make her daughter feel often make headline. her worry intensifies. trusted. She often reads or hears that teens However she also reads that strict She needs something that can help often hide their problems from parents parenting is a recipe for delinquent her daughter and her sanity that it suddenly blows up . She teens. survive from the unpleasant part of wonders if she should do Big adolescence. Brotherparenting.
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • TEENSFROM THE STRATEGY TO Communicate P.S as the answer ofLearning piano seems hard and takes a I can learn my favorite songs directly in an if only there is an easy way to belong time as it requires me to learn easy sans confusion and fun way! able to play piano like my idolclassical piece first prayersEngage in wishful thinking if only I could INSIGHT Download Playground Sessions 7-daysplay piano If only there is an easy way to play free trial offer piano like my idol, if only.PARENTSFROM THE STRATEGY TOUnsure about the benefit of learning how Learning to play musical instrument can Communicate P.S. as the answer ofto play musical instrument engage my daughter/son that it helps if only there is a way to protect my him/her cope with being-teen challenges child prayersDoes not give strong support for ttheir INSIGHT Purchase Playground Sessions servicechildren to learn to play musical If only there is a way to protect my for teenage daughter/soninstrument teenage child without over-controlling her/him...
  • SINGLE MINDED PROPOSITIONS THE FIRST TIME TEENS THE PARENTS WHAT IF YOU WHAT IF THERE IS A FUN WAY TO HELP CAN SKIP THE SUCKY PART YOUR CHILD SKIP UNPLEASANT PART TO PLAY AS AWESOME OF ADOLESCENT PHASE? AS YOUR IDOL?
  • RATIONALE / TEENS Links competitive Speaks in their edge of PS with wishful thinking instant modes and puts generations urge P.S. as the to fast forward to solution the result WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL? Taps into their look-at-me Communicates desire by P.S. fun tutoring promising quality (play as possibility to be awesome as as awesome as your idol) their idols
  • RATIONALE / PARENTS Speaks in their Implicitly wishful thinking answers their modes and puts unspoken desire P.S. as the to fast forward solution teen years WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE? Taps into their Communicates desire to protect P.S. fun quality their children that can save from the them from No! unpleasant part from their of teen years children
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums andcommunication material needs to be contextualized corresponding to the momentums#1 CHRISTMAS & NEW YEAR PARENTS START: 4 weeks before Christmas END : End of December TEENS START: 4 weeks before Christmas END: End of DecemberGlobally, the search for piano learning spikes in Decembers
  • THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums andcommunication material needs to be contextualized corresponding to the momentums#2 LONG SCHOOL HOLIDAY PARENTS START: 4 weeks before long holiday END : End of first month of long holiday TEENS START: 4 weeks before long holiday END: End of first month of long holiday The search for piano learning also spikes in Aprils - Julys in countries like Australia, New Zealand and Philippines
  • THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums andcommunication material needs to be contextualized in accordance with the momentums#3 FAMOUS MUSICIANS LANDMARK DAY TEENS START: 2 months before landmark day END: 1 week after landmark day
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL? YOUTUBE FAN SITE TOP 40 CHARTS YOUTUBE REVIEW & PRAISE ON PS SITE FACEBOOK MUSIC CONCERT GOOGLE FACEBOOK MUSIC BLOGS TWITTER TICKETING SITE TWITTER ASK FRIENDS OPINION FACEBOOK TWITTER AWARE ABOUT P.S. CURIOUS TO FIND OUT ASK PARENTS TO BUY Messaging: Messaging: Messaging: You can skip the sucky part in With P.S., learning piano is fun but it Buying P.S. will help teens make parentsCREATIVE learning to play as awesome as your works! proud idol with P.S. RTB: RTB: RTB: -Direct feedback linked to actual keyboard Benefits of learning to play musical instrument -Lesson is based on pop songs (no need to playing 7-day-trial trial learn that hard classical music) - Can share score and progress with friends Assistance to provide keyboard - Awesome music library - Free 7 days trial Group discount* Youtube skip ad button / video Google Adword Facebook / twitter / e-mail default share message Verification button Music blogger / fan club leader / piano (online ticketing site) cover artist outreach Testimonial / endorsement and praiseMEDIA quote and video (on site) Interactive banner ad Demo video Trending topic hashtag Facebook game app (digital piano) * Suggestion to consider
  • TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL? YOUTUBE FAN SITE TOP 40 CHARTS YOUTUBE PS SITE FACEBOOK MUSIC CONCERT GOOGLE FACEBOOK MUSIC BLOGS TWITTER TWITTER TICKETING SITE TWITTER ASK FRIENDS OPINION FACEBOOK E-MAIL AWARE ABOUT P.S. CURIOUS TO FIND OUT ASK PARENTS TO BUY Entertain with With P.S., learning piano is fun SEND PARENTS COMPILATION OFCREATIVE FAST-FORWARD TO PLAY but it works! MUSIC LIKE YOUR IDOL (Role-playing-as-musician game (from the online piano game) to demonstrate how P.S. skips the sucky parts of piano Buying P.S. will help teens make her learning) parents proud again (the next proud parents moment) Youtube skip ad button / video Google Adword Facebook / twitter / e-mail default share message Verification button Music blogger / fan club leader / piano (online ticketing site) cover artist outreach Testimonial / endorsement and praiseMEDIA quote and video (on site) Interactive banner ad Demo video Trending topic hashtag Facebook game app (digital piano) * Suggestion to consider
  • DIGITAL ECOSYSTEM / TEENS / AWARE ABOUT P.S. FAST-FORWARD TO PLAY LIKE YOUR IDOL GAME TAB Youtube skip ad Verification button Interactive banner in top Sponsored trending topic button / video (online ticketing site) 40 chart and fan site on twitter
  • DIGITAL ECOSYSTEM / TEENS / CURIOUS TO FIND OUT FAST-FORWARD TO PLAY LIKE YOUR IDOL ABOUT PS GAME TAB TAB Sponsored trending topic on twitter Music blogger / fan club leader /piano cover artist outreach Interactive banner in top Google Adwords 40 chart and fan site Youtube skip ad button / Verification button video (online ticketing site) Demo video
  • DIGITAL ECOSYSTEM / TEENS / ASK PARENTS TO BUY FAST-FORWARD TO PLAY LIKE YOUR IDOL Direct parents to P.S. site ABOUT PS GAME TAB TAB Music blogger / Sponsored trending topic fan club on twitter leader /piano cover artist outreach Interactive banner in top Google Adwords 40 chart and fan site Youtube skip ad button / Verification button video (online ticketing site) Demo video
  • DIGITAL ECOSYSTEM / TEENS FAST-FORWARD TO PLAY LIKE YOUR IDOL Direct parents to P.S. site ABOUT PS GAME TAB TAB Music blogger / Sponsored trending topic fan club on twitter leader /piano cover artist outreach Interactive banner in top Google Adwords 40 chart and fan site Youtube skip ad button / Verification button video (online ticketing site) Demo video
  • PARENTS: WHAT AND WHERE / WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE? FACEBOOK GOOGLE TED.COM REVIEW & PRAISE ON P.S. SITE FACEBOOK TWITTER PARENTING SITES BLOGS YOUTUBE TWITTER FACEBOOK TWITTER AWARE ABOUT P.S. ASK TEENS TO FIND OUT BUY FOR THEIR CHILD Messaging:CREATIVE Playground Sessions can help your Messaging: Hard-hitting messaging: child skip the unpleasantness of Get your teenage child to find out Group discount* adulthood about Playground Sessions Assistance to provide keyboard without him/her feeling told to do RTB: so -The benefit of learning to play musical instrument - Game-like so your child will love it Articles Video Facebook default share message Banner ad in youtube Quora thread Testimonial / endorsement and praise Google Adword videoMEDIA Team teen & parents (blogger) outreach Facebook sponsored stories (poll) Twitter customer service account Quora thread * Suggestion to consider
  • PARENTS: WHAT AND WHERE / WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE? FACEBOOK GOOGLE TED.COM REVIEW & PRAISE ON P.S. SITE FACEBOOK TWITTER PARENTING SITES BLOGS YOUTUBE TWITTER FACEBOOK TWITTER AWARE ABOUT P.S. ASK TEENS TO FIND OUT BUY FOR THEIR CHILDCREATIVE THE P.S. SKIPPING EFFECT GET YOUR CHILD THE P.S. PIANO (Demonstration of how piano THE ART OF PERSUASIVE HINTING LEARNING EFFECT NOW: learning with P.S. can skip the Assistance to provide keyboard unpleasant part of adolescence) Group discount* Articles Video Testimonial / endorsement and praise Banner ad in youtube video Infographic Google Adword Facebook / twitter default share messageMEDIA Team teen & parents (blogger) outreach Facebook sponsored stories (poll) Twitter customer service account Quora thread * Suggestion to consider
  • DIGITAL ECOSYSTEM / PARENTS / AWARE ABOUT P.S. THE P.S. PIANO LEARNING EFFECT SKIPS THE UNPLEASANT PART OF ADOLESCENCE Microsite (inside P.S. site) Articles in news and parenting sites Facebook poll (sponsored stories Discussion thread Team mom and Banner ad in Twitter CS daughter/son youtube account blogger outreach
  • DIGITAL ECOSYSTEM / PARENTS / ASK TEENS TO FIND OUT THE P.S. PIANO LEARNING EFFECT SKIPS THE UNPLEASANT PART OF ADOLESCENCE The Art of Hinting Microsite Articles in news (inside P.S. site) and parenting sites Tutorial video Facebook poll (sponsored stories Discussion thread Team mom and Banner ad in Twitter CS daughter/son youtube account blogger outreach
  • DIGITAL ECOSYSTEM / PARENTS & TEENS Teens ask parents to buy Parents go to P.S. site and buy
  • DIGITAL ECOSYSTEM / PARENTS & TEENS
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • KPI(12 MONTHS CAMPAIGN) AWARENESS Search volume growth > 10% CONSIDERATION PREFERENCE PURCHASE RETENTION 2000 clicks to not- 750,000 qualified visitors 5% higher preference 10,000 trial downloads 10,000 new friends on to the website compared to regular FB / skip-ad button 5,000 new customers 5,000 new followers on piano lesson & OnlinePianist.com: twitterNumber of mentions fun , effective & in twitter and trustworthy attributes facebook > 25%5 unpaid write-ups in major blogs (music or non music)
  • ANY QUESTIONOR FEEDBACK? @candrakirana
  • APPENDIX
  • MUSIC IS TEENS BASIC NEEDSSource: The Telegraph
  • TEENS HARBOUR DESIRE TO BE ABLE TOPLAY MUSIC INSTRUMENTS, E.G. PIANOhttps://twitter.com/search?q=if%20i%20could%20play%20piano&src=typd
  • 45% PEOPLE PLAY MUSIC BECAUSE OF PARENTS ENCOURAGEMENThttp://www.nxtbook.com/nxtbooks/namm/2011globalreport/
  • PIANO LESSON MYTHS SCARE THE CRAP OUTOF THEMhttp://www.davidnevue.com/pianomyths.htm
  • PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIAhttp://www.motherpedia.com.au/article/what-teenagers-dont-tell-their-parents-and-why http://abcnews.go.com/blogs/headlines/2012/04/teens -getting-drunk-on-hand-sanitizer/
  • PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIAhttp://www.nytimes.com/2012/06/26/technology/so http://www.spygadgets4u.co.uk/blog/parents-losing-sleep-worrying-what-their-ftware-helps-parents-monitor-their-children- teenage-sondaughter-might-be-up-to.htmlonline.html?pagewanted=all&_r=0
  • MUSIC CAN HELP TAKE PROBLEMATIC OUT OF ADOLESCENCEhttp://www.namm.org/news/press-releases/study-reveals-teens-strong-commitment-music-and-mu
  • HOW TEENS LISTEN TO MUSIC http://online.wsj.com/article/SB10000872396390 444042704577587570410556212.html
  • HOW TEENS ACCESS MEDIAhttp://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=718ff834-7557-4a9d-8d1d-73e126158837
  • http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/