Crash Course in Digital Strategy | Julian Cole | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Digital Strategy Crash Course


    • 2.

      What is digital strategy?


    • 3.

      Working out the business problem


    • 4.

      Strategy in Advertising


    • 5.

      The role of the Digital Strategist


    • 6.

      The creative brief


    • 7.

      Communications Framework


    • 8.

      Measuring Digital


    • 9.

      Office Hours


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About This Class

Digital Strategists are to the Advertising Industry what Walt Jr. is to the plot of Breaking Bad. You know they’re important but you have no idea why.

This course will take the air of mystery out of 'Digital Strategy'

The course is based on my real world learnings from running Digital Campaigns for Coca-Cola, glaceau vitamin water, Nestle, Boost Mobile, Fosters Beer, Dell Computers, Universal Music and many other top brands. I will fill you in on all the mistakes and wins that I have had along the way and how you can learn from them. I will also cover all the mistakes that I have made from creating Social Media Campaigns and make sure you do not do the same thing.

By the end of this class, you'll know how to come up with digital campaign ideas, sell them in to your clients (if relevant!), and implement them quickly.

Check out some of the great presentations from students who did this course last year;

Brandon Oliver - Social Media Strategy for Vastrm

Liane Siebenhaar - Digital Strategy for Playground Sessions 

Becca Taylor - Digital Strategy for Playground Sessions  



Whether you’re a recent grad who is an aspiring Digital Strategist, an Account Manager at an agency, or simply someone who wants to bulk up the digital portion of your portfolio, this class is for you. By the time you complete this class you will have created a folio-worthy piece of digital work which you can share with potential clients or employers. 


You’ll start from scratch - at the idea stage - and learn which tools to employ to build a creative media campaign. We’ll zero in, specifically, on social media, since it’s a current and important element of many digital media campaigns. You will take an idea and work out how it will exist in reality, figure out how to build it, and how to garner PR and media attention for the world to hear about. 

The course will cover the key skills necessary for a Digital Strategist, with a focus on social media:

  • Insights Mining
  • Communication Planning (incl. what social media channels to use)
  • Digital Media/Influencer Analysis
  • Goals/Measurement


We won’t just cover things you can read about in a book - this course makes you actually go out and create your first campaign. Digital Strategy is no longer about sitting back and pontificating about what you think is going to work, it is about getting your hands dirty and making stuff and learning from those experiences.

You'll learn from me in a combo of pre-recorded videos, online resources (lots of blog posts!), and a couple of livestreams along the way.

The most valuable part of the course in my opinion is when I can give you feedback on your work. I make sure to give feedback to everyone who completes the homework within 2 to 3 days.

Class Award

There are two rewards for this class - for students I will give you a one on one session for how to break into the industry and get a job as well as a LinkedIn Recommendation.

For people working in the industry - I will offer a lifeline for an upcoming project for you. For the following 3 months I will give you the opportunity to give me a Skype call to discuss your problem at hand as well as a LinkedIn Recommendation.

Meet Your Teacher

Teacher Profile Image

Julian Cole

Strategy Coach at Planning Dirty Academy


As Head of Communicatons Planning at BBH NYC, I oversee the Comms Planning for PlayStation, Axe, Johnnie Walker, Baileys, Westin and a number of other brands. 

I have taught over a thousand students on Skillshare, with crash courses in both Digital Strategy and Social. Have a read of my recommendations for what past students have said about the course. 

See full profile

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1. Digital Strategy Crash Course: - hi, - guys. - And welcome to a crash course. - A crash course in digital strategy. - I'm Julian Cold. - Who will be the teacher for this course is Aziz. - We go through the next two weeks. - Three weeks, - if you include are marking the assignment. - But there will be two weeks of work, - and then we'll be going from there. - So I guess, - um, - just a little bit about the course. - This'll would be the second time I've talked this course, - the digital strategy crash course. - And, - um and it's been kind of quite a successful course. - I think I got the material down to a really good area. - And you know, - the first chapter of that course, - which was defining what his digital strategy has been really successful. - A shared that on slide share, - and it's had over 100 7000 views. - And I had a a number of people, - kind of right that can give some feedback on that. - And that's being very helpful in terms off. - Um what how Aiken tale of the course and and make it better for you guys. - If you've got any questions along the way, - please feel free. - Teoh. - Awesome. - Find my Twitter which is at Julian Cole. - Um, - which is, - uh, - that you just go up Julian cult and ask questions via Twitter because I'll get them there - and I'll be out of answer them back as we go through this course. - So how the course is broken up is that to begin with, - pre recorded a number of parts. - There's five, - I believe five parts in this first section, - which allows you to go I'm through in your own time. - Um, - the digital strategy course and what you do is if you look in the discussion on the email I - just sent you, - you'll see that there's a There's a link there that will take you to, - um, - to all my material and in terms of the material I go through defining to begin with what a - strategy is on. - And there's a chapter on that, - and there's also the downloadable notes that you can take from. - There are then going to if you don't know what at the strategies, - or you don't have a clear break up kind of got identifying what the business problem is. - Um, - then from there, - it's advertising strategy and advertising and then, - finally looking at kind of insights mining and the tools that I have created for that I've - credit kind of a talk it. - So they will give you a number of free tools that you'll be out of used on go through the - material there. - So after I finished this, - I guess live broadcast to you guys on energy to go there and can't start going through the - material in your own time and taking notes and then also asking discussions back on the - discussion forum, - which is on school shit, - because that's where you gonna get the most information. - When you see other people discussing matters, - we've got a project. - The big project for the course will bay to create a digital strategy for Netflix. - However, - we've got a little projects. - Is this wait to see if you really kind of understood, - aled the information and that will be a a multiple choice questionnaire, - Um, - that I've got which will be on the bottom of that page, - which will be in your discussion. - So what you'll see is you'll see all the videos and the downloadable presentations on then - at the very bottom of that will be a multiple choice questionnaire that I'd love you to go - through eso. - If you've got any questions, - feel free. - T. - Either get me on the discussion for I'll be shaking that on skill share over the next - couple of days and then also, - if if that doesn't work or you want another way, - you can always I'm asked me question. - Street Twitter and a lance. - The questions they. - But I thought I just talk a little bit about the major project that we've got for this - course and have chosen to do that on Netflix. - I think kind of Netflix is really interesting business and kind of the move that they've - made recently. - And if you don't know what Netflix is, - it's an online movie strings system. - Which site which allows you to kind of bypass you block past Blockbuster videos and all - your video rental stores and just string videos online? - It's been quite successful recently, - and they're kind of moving a little bit in terms of the direction. - This is one of the interesting reasons why I chose to use them as the digital strategy kind - of project that we're looking at because I think they're in a very interesting stage. - They've just gone into producing or funding their own content or content series. - That can only be seen on Netflix. - And I believe that's a really interesting area, - because now they're getting into kind of almost promotions for two days in, - and you have to kind of sign up to their monthly monthly subscription phase to be able to - see these great Siri's. - The first Siri's that came out was called House of Cards, - and that's starring Kevin Spacey, - and it's kind of like a West Wing style TV show. - So they've had a interesting coming little challenge they've had to go through of How are - they going to market market them, - uh, - kind of this series, - so that they'll get kind of increase their subscriptions. - They're currently at 33 million subscribers, - and they're really trying toe rant that number up. - And they see these marketing tactics of kind of their own first party titles. - I guess in terms of television, - Siri's as a way to increase the number of viewers. - So I've chosen that is the marketing task. - So the opportunity here will be to credit digital strategy for their new Siri's, - which is Herm Look Growth, - which is a vampire movie that's coming out. - So what? - Oh, - what I'd love to see happen is over the next kind of week. - I'd love to see people use on the insights tools that I have laid out there to come up with - some really great insights about Who do you think this is going to attract? - Um, - And who do you think this activity is going to attract in terms of a target market in the - entry? - I guess who they think they can convert over to on Netflix if they're not, - can't members. - And then I would love to see who you think what channels these people use on. - Then I guess I would be really interesting to say what I guess other competitors have done - in the space and and have it kind of attracted crowds. - There's kind of left an article on there that talks about this new strategy that they've - gotten in this new area that they've got. - Uh and I guess that's kind of, - um, - that's kind of a sir. - I'm getting a few technical difficulties chattered in my window right now, - Onda just trying to answer them so, - you know, - may I can actually do to think two things at once on very apologetic, - for trying to do two things at once and now have almost lost when my brain was at one - minute. - Um, - so it's it feels like a very interesting problem that we're got to solve here. - It's How can we use this new Siri's so promote people subsiding up and subscribing to to - Netflix. - So that's really the opportunity that I think that really is out there, - and this is a real problem that they'll be dealing with. - So if you use all the tools, - we should be out of stuck getting some really nice inside, - but in how we think we can get people interested in the show and then also converting them - to Netflix Netflix subscribers. - So I'd love people toe, - have a real dig around there and then share your learnings and share where your insights - have happened in the discussion for him. - So we can start a discussion on where we think the insights up. - So you will have got just so far into the process there were, - we'll have really only I'm touched on insights mining, - Um, - for this chapter and what is digital strategy? - Hopefully you've got a better articulation of that. - Now, - next week will be going through how you write a creative brief, - and I guess coming to that one strategic line and then also the communications framework. - How does that ideal live from and what are all the parts to it? - And then also the media, - how the media works and then also the last one being the key performance indicators. - How do you put some media indicators in there? - So if you've got any questions, - feel free. - Teoh asked me via Twitter. - But the next thing you should be doing is going along to that link the school share link - and, - uh, - going through the 55 parts that I've got there. - So yeah, - feel free to ask me any questions on Twitter or school shit that good luck. - And I'll talk to you soon On the discussion on Twitter Up. - See you. - Bye. 2. What is digital strategy?: - and how guys are Welcome, - Teoh. - The first module part one of the digital strategy course on that is just defining what is - digital strategy. - I'm gonna take you through a quick explanation of what it was. - This is gonna be an in depth look at the case I put together together the presentation that - I put together on a slide show, - which is what his presentation. - I think when it comes along with the notes and kind of what my thoughts were along the way - it tends to be a much more richer experience and and you can't get a bit more of the - , - nuances more than you would by just looking at the slash it. - So go through that. - And there's also a couple of changes that I've made to it. - So I guess the first question is, - is with digital strategy is what is strategy, - and that question kind of comes up a lot. - It's kind of one of the things that I've really grappled with. - China kind of articulated in a clear, - clear way. - And I guess the long version is strategy is a plan for obtaining a goal based on the - information at hand with your limited resources. - So if the goal was achievable with all the resources that you had at the time, - then there would be no reason for a strategy. - You just go ahead and do what if the action waas to complete the goal. - However, - this with strategy, - there's usually not a clear answer. - Eso That is why we kind of cool it with the limited right. - The sources on part of these and that's kind of an extension alone on the last definition - that I had a digital strategy. - Now, - to begin with a digital strategy, - you kind of made a goal. - In the next chapter, - I'm actually going to refer you to a piece I did on identifying business problems because - that's kind of the strip that happens before the goals you need to know. - Understand what is the major problem to your business not being successful at the moment. - And to get there, - you need to identify what the problem is. - And from that problem, - you can then identify what the goal is. - But for all goals they need to be. - What I call smart and smart girls goes that a specific. - They're specific to a certain problem within your organization, - and they're not just kind of big, - broad statements, - but they're actually quite but, - um, - kind of, - well articulated goals. - And I guess the 2nd 1 is you need to make your goals measurable. - It's no, - there's no point in kind of coming up with the goal of we want to increase sales. - You need to articulate how much those sales will grow by, - and the reason for this is then, - um, - it's clear to everyone who's looking at your strategy or your plan that, - uh, - whether you have succeeded or failed without that, - you kind of a kind of going blind, - where one person might think that the results was successful from the campaign. - Another person will look at it and say it's a failure without a clear, - common agreed upon goal, - which is measurable, - there's no way to see who's right and who's wrong. - Goals need to be actionable. - There needs to be things within your control that you can change to actually affect these - girls. - There's no point in making goals that you can't kind of impact, - you know, - saying things like I don't know goal of that. - We want to be, - you know every one of our class members to be over six foot one. - If you If that's out of your control, - you can't control the heart of people. - Then that's not really an actionable goal, - because there's nothing you can really do to achieve that. - The mixed pop, - the IRS thing, - Goldstein to be really stick. - There's no point in kind of, - um, - putting goals up there that are unrealistic. - You know, - the worst thing that you can do is have goals that are unachievable because you're never - going to get a team behind you, - believing in new goal if if they don't think that what you're putting down there is - realistic. - So if you always need to make sure they're really ham, - they're realistic at the last point is all goals need to be timely. - So, - um, - the goal needs to have an end point where you can actually measure whether you're being - successful or not. - You know, - there's no point in saying kind of broad goals if you can't have a time where you can see - if they're actually working or not. - On the second part of that is the strategies that I say that it's based on the information - at hand thesis something that happens without you even having to try. - ALS strategies are formed with the information that you have a parent and and what we refer - to in strategy thes thesis information at hand can come from a number of sources came, - come from, - for instance, - this digital strategy. - Of course you're doing that's giving you information. - And I have a digital strategy digital digital strategist. - Other forms of places where you can get information is by actually doing stuff by - interviewing people by observing by reading research reports. - This the whole gathering of information is helping you make a smarter decision on and a - better and more clear example of off how you want the strategy to perform. - And I guess the insides mining stage getting information information at hand stage is - something that I kind of going to a lot of detail and give you the information on the steps - to do that. - So in terms of this, - the first of its kind of doing example that we all know so your goal on in 2013 might be to - get a role is a digital strategist. - Now that's you go. - You've kind of work that out on, - maybe you had problems. - The problem will And you had beforehand was you doing to kind of have a job that you're - satisfied with. - So you worked out that that satisfaction, - You wanted to be a digital strategist, - then that would make you happy. - So you've kind of identified the problem, - and the gold here is really specific. - You know, - you've got a timeframe here. - You know, - by the end of 2000 entertained you love your digital strategist or not, - and there's kind of this specific thing you want to do, - and it's realistic. - So looking at Theo inside here, - is that you? - Would you tend to say that? - The kind of insight for you getting a rollers in digital strategists in the main barrier at - the moment for you not getting that job is that you lack the skills off. - Um, - digital strategist. - So what you need to do is learn the skills of a political strategist, - and that would pay your strategy. - Um, - no, - I'll go into a kind of business example, - because that that's kind of like an easy one. - But at least you're saying they're the roles. - Um, - there you saying the rose in terms of like, - what's ago? - What's the information and handle the inside the key inside. - And then what is the overall strategy? - So you can see how it kind of breaks down and the difference between the strategy, - the inside and the goal. - So now if we kind of look at a business example off me so sushi soup. - So here they realize that weeknight cells is kind of their witness point. - This is a made up sushi restaurant that I've got, - so let's just go with it. - So the goal is to increase, - say, - weeknight cells by 20% year on year. - You know, - the insight might be that looked at a number of things, - and I realized that there's a high identity of office work. - Is using same listen close proximity to them. - So what they strategy might These target office work is ordering food online, - and so they've kind of got a consumer base there during their and kind of a behavior of - people they're trying to target. - So he can see once again the kind of gold, - the inside and the strategy really working for a for a, - uh, - digital strategy that we could stop banking craving for a brand. - So there's kind of the break up off those different sections. - I'm going, - Teoh, - go into the next section, - which will bay, - um, - looking more into more detail around strategy, - I guess. - In advertising. - Okay. - Thank you. 3. Working out the business problem: - So in the last chapter, - we went over what the brief is on the four key elements that you need in a brief two of - those elements elements were the business problem and the goal. - Before you can actually reach the goal, - you need to know what the actual problem is that you're trying to solve. - So this chapter's gonna go into detail on working out the business crackle. - So as I was saying, - sometimes a client will not know their business problem, - so you need to help them find Help them find it. - So the first thing is, - you need to ask. - The question is what's stopping this company from being more successful? - Uh, - success in business is usually somehow related to sales. - So you need to kind of look at kind of the marketing funnel because I think the marketing - funnel, - especially in communications, - which is the business wearing the marking funnel, - can really help identify at what step you need on the business needs to kind of be fixed or - needs the most attention. - So anyone who's studied marking before will know this are marking funnel of kind of you go - from awareness of a product to interest in it to evaluating it, - to trying it to adopting it. - And that marketing funnel has been around for years. - Have in the world of social media, - I feel like it's a little bit outdated. - So this is kind of the modern marketing funnel, - and it's definitely kind of position, - more towards kind of digital and social media. - I'm here and that's this model that Mooney came up with, - which has got a number of steps in the journey, - but still very closely tied to the traditional marketing funnel. - So you've got the steps of searching Discovery, - which is very much your awareness stage. - You've got the assessing state, - which is your consideration you by and intense human connect, - which is very much your kind of adoption s. - I'm gonna go into a little bit of detail specific data about these different steps. - So the kind of barriers in awareness is, - you know, - if we're answering questions like are people having a hard time finding the brand? - Then that's definitely a search problem. - If discoveries the problem, - which is do enough people know about the brand, - then that's where we're definitely trying. - Teoh, - concentrate our if it's on Uh, - you know, - for non extent of new businesses, - discoveries what they're really trying to do here. - The next stage of kind of the consideration stage of kind of assessing is easier enough - information to help people make the decision to buy a product. - And our people being influenced is Is that what they're considering? - Are they friends saying it's good? - Are they reading great things on about it? - Online on This is all in that kind of assessing stage, - and that's kind of that consideration. - The last stage is kind of the loyalty in front of the adoption stage, - So connecting thesis is are a number of people buying the product but not advocating it. - So do you have a lot of customers? - But for some reason, - they're not helping you share put the word out there and then consuming is the kind of lost - opportunities here in the consumption on to make other people aware of the product. - So this is really kind of looking at two stages, - really, - like repurchase is quite big here, - and also kind of word of mouth through your existing base use. - Also be so once again what we're trying to do. - Hughes. - We need to work out. - Where is your barriers to success? - Where do we want a home in and spend our first marketing dollar so back to kind of fact, - my fashion example In my art, - they would move the example. - This will help show how incredibly wrong we were with those two examples on where we should - have been concentrating. - So with the new movie promotion, - if we really think about this, - any new movie, - their goal will differently. - Probably be around discovering and assessing. - So movie premieres, - you know, - market marketing budgets from you movies, - generally a liquor before the first release of the movie. - So you're never really marketing it in kind of a week for a week. - Five of the movie being out. - It's all about that first week of sales, - and that's how they work out how Maney assumes there'll be distributed in. - So you're doing all the pre print and the promotion before anyone's even seen the movie. - So for me, - this on the stage for the new movie that I was working on was definitely very fine. - This kind of discover stage and the assessing stage we needed to get his many people to - discover this new brand, - and we needed to get enough buzz and a buzz that's a shocking would never use that word. - If you hear me using it again, - please Bloody told me this. - It's horrible. - No, - the word I was trying to please was, - um, - are people having favorable opinions? - Is the kind of conversation quite positive about the brand online? - So that was definitely where I should have been concentrated on. - When we think about it, - a Facebook page is quite the opposite. - You know, - you any lack of brand on Facebook once you have consumed the product and you like yet love - what they're about? - Love these products. - I want to learn more about them. - And that was why the connect stage was so good for this for this clothing brand, - because you see kind of right here what the clothing brand was trying to do was really - trying toe get a loyal customer base who would continue to buy the product. - So they're really concentrating on kind of connecting their consumers and making sure that - that consume more and more. - So you see there, - once we're started to like think about the business problem on we can see that they quite - different businesses and problems. - The interesting thing that I've learned over time is that there's actually some really - common brand problems, - and especially in digital, - we can work this out. - This is kind of just a working hypothesis that I'm actually looking to, - and I actually used the foot kind building, - uh, - great. - Forgotten some. - It's hard to products that we have. - So, - you know, - this was a model that they came up with Foote, - Cone Building, - which is actually in that agency is. - Well, - I'm about the quadrant of different types of products. - You've got four main types of prospects. - They are the kind of higher involvement products at that make you think that I'm sorry. - I'll explain these high and low involvement. - So high involvement product is usually, - um, - one that you spend a lot of money on. - Spend a lot of time kind of researching or kind of involving yourself in Laure involvement - products that kind of you every day product that you're buying all the time so he can see - like closed space pins. - You know, - that's the stuff you have to buy every day. - The higher involvement products like ones like a cock. - Is your spending a lot of money on a year researching a little about it, - a camera? - You raise it in years, - you know you're interested in it, - then the other quadrant is the think and feel project. - So is this product you're selling a really rational decision that people are really kind of - thinking about, - so you can see that kind of like financial information. - It's very much kind of a rational decision. - You know, - you want all the stats in the all the numbers to really back up your decision. - The other side of that is the feeling products and their ones where you have it's more like - an emotional attachment. - So up here you can kind of see the perfumes definitely in that feeling. - You know, - it's very much like a fuel brand, - and that's, - you know, - there's not much science behind it. - You're not reading what ingredients here in new perfume. - You're just buying it for aesthetic, - and I guess a lot of advertising. - What they really try to do is push towards the feeling products because that's when you can - start charging bigger margins for on building kind of get brands three that. - But these four projects actually make a really good on really good assessment of where the - brand problems are. - They tend to be at first glance, - quite a quite soon line. - You see the same briefs kind of coming up over and over again. - So for the kind of high involvement thinking products, - that was kind of our example, - there was kind of like Chase Bank. - This is all about kind of like searching for information and assessing that information. - So you want to make sure all the informations are no pickles websites. - People are giving good critics of it. - There's reviews, - and this is how people are kind of coming to the decision about those problems. - So off the bat, - if you don't know anything more about about the I'm Brandel bit kind of peace, - this problem, - you can have a bit of a guest inside that probably being that searching assessed stage with - a high involvement feeling product. - So, - for instance, - brands like BMW, - it's definitely in the assess stage. - But this is more about conferring, - so this is more about the look and feel and having other people say that's an amazing - product, - and the opinions of other people influences you. - And, - um, - this is more in that kind of influencing. - Uh, - um kind of having influences influence your decision and giving real rich emotion. - Teoh brands. - So you can imagine here for a product, - uh, - more kind of. - Yet, - like BMW, - it's more about having a beautiful website. - And you know all the information still there, - like information made, - but really kind of giving people an experience that they combined to in the lowest low - cogent of law involvement and feeling. - You've got brands like Coca Cola on where they're really trying to concentrate on kind of - repurchasing. - So they really want to try to drive as many people, - perchance trying to drive loyalty amongst that pig balls purchases of Coca Cola. - So they're trying to increase the number of drinks with people half. - And so you can see here, - this is all about kind of creating brand love and kind of connecting and contribute - connecting in consuming experiences because, - you know, - it's all done up front. - The awareness existence, - Really, - that's just connecting with the brand and getting people to consume more and more. - You know, - coca colors, - brilliant example. - Like not many people are interested. - Well, - not many people are interested in the specific details. - Information about Coca Cola now that's kind of changed recently with, - you know, - corn syrup. - It'll that. - But on the general, - you don't need too much information. - So you know a lot of kind of consumer packaged goods. - And you know, - there's a number of analogy acronyms that always get wrong, - but the's runs. - You'll notice that they'll never really have big like website presences. - So brand like you know, - you know, - the Coca Cola's and the axe and the sneakers of the world. - Then never, - really, - um, - you know, - massive websites. - It's not like they're spending investing the same amount of money in a website as say, - you know, - holiday brand or being W or Chase Bank accounts. - You know those ones. - Information is really important we're here. - It's about kind of the feeling, - so that will be investing more money in social as opposed to, - um, - kind of websites and kind of getting the information across on with new brands. - I think I was just talking about these. - You can nearly always bet that the stage they'll be most interested in is the discovery - face and getting people to know them know about them and the brand. - So godless. - With congratulations, - we've kind of named that first step of receiving a brave. - We definitely know what information we want in that brief. - Um, - when Now, - Kind of gonna go onto the next stage, - which is? - Insights, - Money, - yeah. 4. Strategy in Advertising: - chapter. - So in the last chapter, - you would have got a great little snippet from my other course of a bit of social media - about identifying the business problem. - And I think it's a really good chapter. - So hopefully you've gone through that. - Now we're gonna go back to a more specific and digital strategy and specifically digital - strategy advertising. - So advertising agencies there, - usually tasked with using communication to achieve the following kind of girls. - You know, - we looked through that modern consumer journey in the last chapter, - and you kind of got to please steps of kind of like awareness, - consideration, - favorability and loyalty. - And we saw how some of the digital channels helped to kind of roof those certain goals. - Now you know, - we're going from kind of what usually happens is you start off quite wide with the business - goals then on you get to really, - really narrow focus of the one idea that's the strategy. - And then that's to do with the business on gold. - So business goes, - affect a number of different things that that could pay. - Uh, - you can kind of effect the product that you can affect the distribution, - strategy, - conflict the quality of the product. - You can infect the Kapler kind of the employees that you're working. - If there's a number of things that you can influence with advertising, - we're usually talking about affecting the communication that we have with the consumer. - And so that's usually quite direct, - kind of some during channels. - So that thing kind of business strategy might look at affecting a number of different - touchpoints or different things that you can influence within the business. - Now what that happened to that? - What happens there is that every single different kind of department on will have specific - goals. - So the product on with with the business strategy, - you'll have specific product strategies. - You'll have a communication having product girls, - you'll have communication bills. - You have always different new goals to sit for the different disciplines, - and I guess you'll have advertising girls or communication girls from there. - You then have to come to the strategy. - So if we look back around miso soup example, - um, - you know, - how do we get from the business to be advertising and communication goals? - So if we look at it, - you know, - the business goal was to increase sales. - And so when we look at the business strict on strategy. - It was target office workers buying online so you could imagine that could affect the - product. - May be there. - You know, - making new work is sushi packs stuff that's really fast. - And on the go on my Canadian, - their desks. - So you see, - it kind of affects the product there. - But then in advertising, - you kind of have a new comes goal of kind of creating awareness of miso sushi amongst - office workers because you kind of can identify that. - Maybe that was the biggest problem on that they had. - So if we look the communication goals, - we can say here that it's kind of like increase away in. - It's a brand grateful of me says Sushi amongst office workers by 30% by 2 December 2012 - Andi Insight There is the Waiting Time is the key factor for restaurant choice on seamless - for office workers. - So here, - you know, - through allow insights, - mining, - which I'm going to go through in a minute, - you can see that communicating the speed of me so sushi delivery is the most important - thing and what we need to do through the communication so we've got a strategy which is - communicated speed of miso sushi delivery. - Now let's break that down into the different communication parts. - So communication is broken down into the who what, - where, - When and what when we look at it. - We know on kind of who were communicating to already, - which is the office workers. - Sometimes you don't know this so insight. - Mining tools are quite handy there. - We know the why why were communicating. - It is the speed is the motivation for buying. - I'm seamless. - But there is a number of other parts of this strategy that we need to sell for, - which is the what, - where and what, - and that's where communications strategy really comes in. - So as I was saying, - we've got that message of why the brand needs to do it and who the consumer is. - So we know those two parts now, - in terms of the message, - the message is broken into two things. - The creative, - which you could say is the message and then the media, - which is the channel that you will be delivering it down. - So we need to know what is gonna be the message and the media of where and When is that - message going to be deployed to the consumer? - And this makes up the two parts off off strategy. - You now have your brand strategy, - Which is that what you're gonna be communicating? - And then you have your media strategy, - which is the where in the Wind. - And this broadly is kind of the roll off The communication strategist. - They also known as kind of the camp plan our strategy, - funnel these brand strategy. - And then there's media strategy. - So it's working on the kind of creative strategy on which is all the messaging around the - brand and then the media strategy, - which is all the channels I don't remember. - Strategy is all based on the information that we have a hand. - So we're going to go into some detail about kind of insights money in a minute and how that - affects the Chraidi strategy. - Imposed the brand strategy. - So when you're looking at the role of the communication strategist, - they play a role in four key parts that play a role in really understanding who the - consumer is understanding what the brand messages, - What's the brand trying to convey in and the best way they can convey that to the consumer - . - They look at the media channels that will best help the brand reached the consumer. - So what are the channels? - Are the consumers using house? - What is the difference is in the nuances between those channels and then the creativity - they're looking at. - How can they creatively get that message across to the consumer? - So you see there that there's a number of roles of the communication strategist that we've - talked about. - You will go into a little bit more day town in the next chapter about how we're gonna - actually target. - I have This actually relates to a digital strategist which is very close to a communication - strategist. - What? 5. The role of the Digital Strategist: - So you know. - So in the last chapter we went through and what role of the communication strategist leads - , - how about this course is all about being in digital Strategist. - So we're gonna go into a bit more detail around what the role of the digital strategist is - is so just to recap on the last lecture, - I was saying that the four k pillars of information for communications job just - understanding that consumers, - the brand, - the media and the creativity now introducing what I like to call communications strategists - complicated Youngest sibling three, - digital strategist with digital strategy We're really focusing, - I guess, - on just the digital channels. - And I think there's been a lot of interest in digital strategy and digital strategist on - their role, - which is interesting to make because they censoring a lot more interest around the digital - strategist than a general communication strategist, - which I think is, - ah, - more interesting role and kind of a broader role because you're looking at all the media - channels, - not just digital, - and I think the important thing is to remember their limitations that you have got weeds on - digital strategy. - At the same time, - however, - the four k pillars for different strategies. - Understand, - consumer. - I'm three day digital channels, - a digital brand and what the effect is going into digital has for your Brent. - You know, - some brands are especially kind of luxury brands. - Find a very difficult going into the digital environment because the experience can be a - little, - a little less kind of emotional. - And I'm kind of deep on deep engagement as opposed to going into kind of a store for a - luxury brand. - So there has been a bit of complication around that. - But things were kind of improving. - If anything, - you need to have a good understanding of digital media what digital media tend to and what - it can to, - you know, - for mate venerates play very important role in any digital strategy there kind of what I - like to call the backbone of every digital strategy on campaign. - They'll hope you drive a lot of what traffic, - however, - they do not play very good role at I'm kind of creating three emotions that you release it - with the brand, - and, - uh, - they can't really kind of a vote the emotion that you can get in a piece of fuel, - more television, - commercial where you can kind of feel a lot more of the brand. - So you really need to understand the nuances between the different on digital channels. - From what what they do really well and what I don't do very well. - The last year's understanding, - creativity and digital creativity. - What messages You're gonna work better three digital than others. - You know, - long form content, - for instance, - where you're telling a long message. - True? - Ah, - kind of other. - The written word or through film tend to suffer. - When you go through digital channels as opposed to other channels, - you need to understand. - It always kind of affect each other. - You know, - you look at kind of digital consumers and their behavior consumption of digital media. - What you find these people are very kind of active and very fickle. - A supposed to TV, - You know, - we've online people generally a kind of quite active, - and they're clicking on a lot of things on their closing download windows. - So you don't have much time where, - you know, - when you look at a new audience in a similar, - they're very passive audience, - so will consume your message and give you a lot of time to consume that message so unique - be to understand kind of the threshold of the different channels, - and that's gonna affect on the creative output that you have in those channels. - So it's very theoretical and top level. - But I guess what you're interested to know is kind of what is the date today off a digital - strategist, - I think they have kind of a number of roles within an organisation. - The first and one that kind of comes to mind straightaway is pitching and presenting - digital strategist tend Teoh, - trying to send a lot of their time kind of creating presentations and presenting these - declines of recommendations of what they should be doing in these channels, - and that probably takes up the bulk of your work. - Is a digital strategist. - However, - you really need to understand the other two parts of digital strategy to be on kind of a - fully rounded digital strategist. - So, - for instance, - building and production you need to be a part of these processes when, - uh, - you know websites or any digital execution is being built because if you're in this stage, - you'll have a better understanding of what's possible and what's not possible, - and also the amount of time that it takes. - One of the things that I was talking about is the whole idea of limited resources. - And I think, - you know, - having a better understanding off how long things are going to take and how much money they - cost really helped. - It's hard enough your strategies because your understanding that limited racing, - it's part off the equation. - The last part is analyzing and optimizing campaign, - and this is very important because this is going to give you better understanding of you - know, - this section of the information at hand. - Um, - you know, - analyzing the success of a campaign will better better equip you for your next campaign of - of what channels you should be using and how that should roll out. - However, - for the next two weeks, - we're gonna really concentrate on the pitching in presenting on part of this presentation. - So, - you know, - in terms of the pitching and presentation, - what the hell does that actually include? - Well, - the first output that you have and the starting point is always apply for it. - The end point is definitely the end presentation that what happens between those two points - and what is the role of the digital strategist in them for the first stage is you will be - given a client brief on that brief usually comes in the form of, - um, - one shape page, - which can accuse you background information of what the job to be done. - Ease the target market and the message that you want to get across. - However, - this client brief can also come in the informal email of sound saying, - Hey, - I've got no idea. - Had a lot to do my digital strategy. - Can you please help? - So they come in different areas, - and I guess the last presentation we looked at, - we will to before this was looking at identifying the business problems meant, - Really, - if you get that first day now, - I'm saying, - Hey, - I've got no idea, - do you? - Can you help me with my digital strategy? - However, - sometimes you have a much clearer idea of what the problem is going to bay and what the - goals are. - So once you have your goals, - you need to go into the insights mining phase, - and this is really about just equipping your brain with as much information on the topic as - possible. - So what happens from there is. - Once you have got the insights mining and you've done that, - you should be out of come up with the strategy of off. - What's your plan of attack? - How are you going to reach the goal? - This then, - generally kind of pushes out to briefs what I call the credit breaks in the media. - Bruce, - the credit break is really trying to get at that one single message that you're trying to - communicate to the consumer. - The media briefings trying to look at where is that single message death started related on - through what channels are really gonna help us reach that goal from there. - What happens is this is usually handed off to a creative department. - So as a digital strategist, - you should be comfortable with writing mining insights and then writing you creative and, - I guess, - immediate brief, - which sometimes in a lot of cases, - is the same thing from there. - You will then probably hand that after creative crediting, - who could start coming up with whatever the big are deary's who are experts in - understanding, - messaging and the nuances of messaging. - However, - in some smaller organizations, - this person might actually be you, - so they will yet generally come up with what? - The big idea it's. - And this is an idea that they plan to execute, - which could bay anything from kind of, - ah, - you know, - he's conveyed the brand platform idea so it could day something like, - um, - just do it. - Or it could be something even clo, - uh, - closest brand place on the idea A due to the utility, - which could bay not plus from there. - What you then have to do is, - once you've got the society, - you have to then understand how this is going to live. - This idea is gonna live in the ecosystem and get people outside have been talking about. - So you need to map out where the different people are going to interact with this idea and - how they're going to come through. - And sometimes in communication, - you need to take people through a number of faces. - You can't just you won't just have one single way to tell the message. - You might need to tell the story in a number of pot. - So you the first part might be making people aware off the brand and what the brand stands - for. - And then the second part of your facing might be about showing how that brand relates to - people in their real life. - So sometimes you got phasing and you can't pay. - You also need to understand how people are gonna get get to that idea. - How are people going to find your, - you know, - website or your Nike? - Plus, - you need to come up with that plan and what the messaging is in those channels as well. - The last stage is really kind of riding tenure metrics for success. - And how is this going to pay? - How you gonna create, - uh, - a successful campaign And how are you going to measure those goals? - And I understand that you're on the right track. - So in terms of that, - you you have gone through the whole gamut of the process. - And I guess the thing about that is that you need Teoh then kind of credit presentation and - the presentation is really a story. - You really trying to make this a story for the for the clientele, - whoever it is on how you're going to make this problem and and kind of keep on, - um, - kind of referring to the parts where you're showing how this is Van you achieve it. - So there's generally a basic formula for this. - The start is always recapping the brief, - and this is important to understand, - to show the client that you understand what the question wants and what they're trying to - solve. - The second part of that is the insights and showing what were the key insights that drove - this big idea one of the ones that really affecting this brand and and the decision for - your idea, - the the then there is kind of the big reveal of what the big idea is, - and this is the creative idea that's going to really change people's opinions. - You then show them the communications framework chatters all the communications help to do - to that idea. - I'm happening in Viteri in the last stages on showing the metrics for success, - so showing them what these campaigns actually going to do it until we're going to actually - measure the success of their that camp. - So that's a very basic kind of starting point of the broad, - different generals that were going to go through and how we're going to create a - presentation. - So there will be a multiple choice question underneath this that are ask that you go - through it. - And then also, - I've included here underneath as well my digital strategy toolbox, - that I love you to go through in detail so you can start getting a number of those tools - that you can start using with your clients to help. - Better inform your opinions, - Aziz. - You go as you go by. - Okay. - If you got any questions, - feel free to ask in the discussion or asked me on Twitter. - Thanks. - Bye. 6. The creative brief: - Teoh. - Hi, - guys. - And welcome back to wait to off crushed caution Digital strategy. - This week we're gonna be going through writing a creative brace. - So this is a step that happens after you have all your insights and you've gathered your - insights. - And then I'll show you how to create a Comey Communications framework. - And then we'll also go into measurement. - With all this information, - you will then be out of you and create your presentation for Netflix receiving samples down - the bottom of the best ways to do this bet. - We'll go through the different parts first and give you some examples of great - presentations we've seen in the past from this course when I was 12 last year of people - doing any strategy presentation. - But the first thing is we need to learn how to create a great digital creative brief. - So if you remember last week on the responsibility of the digital strategist was to kind of - mind the insights and get the clients briefer, - make sure that they had a business problem in there that we could answer and then to create - a creative break in the media briefing. - This section is really all about creating that meet a credit brief, - which then on informs you big idea. - So what's in a creative brace? - For Maia? - Credit Brief is a box that you can give to creatives or running. - Brainstorm with that gives people are away. - Teoh. - Enter Problem. - It's a really easy, - simple solution for, - or an invitation into a problem that the brand is having. - Try Teoh as strategist. - Condense a lot of information onto usually one page, - which is the brake, - and this then sets the parameters for the creative idea to live in. - There's kind of two roles for the creative brief. - The first ease. - I guess the invitation Teoh kind of come up with ideas. - The second is to really help God. - The presentation. - I mean guide, - uh, - what ideas you go forward with. - So what you're trying to do is really, - um, - put some parameters around ideas and and give you some something. - Some way to evaluate on the idea. - There are a number of kind of different varieties varieties of credit briefs out there. - I'm actually gonna put a link under this to some of the best credit breaks going around - that you can have a look at and actually uses inspiration, - maybe for your agency or company as well. - So, - um, - the common theme that I found amongst all these presentations is that they've got these - four common elements to every story. - The first is really the communication objectives. - And this is where you actually trying to achieve with this communication place or campaign - . - The second is who are you actually trying to target? - What is who were the consumers and and I guess what triggers and what are they looking for - ? - The third area is what I call is the single minded proposition. - So this is the one statement that your ah communication should answer and best way possible - . - Then the last areas, - the reasons to believe. - So why can this Brende say this piece? - So I guess if we're going to read the presentation on last week, - what we went through was looking from the very top of businesses girls, - um then how we create a strategy from that, - um, - we then get specific communication gulps or advertising girls, - which then informs the strategy, - which then can inform thesis, - single minded proposition, - or is the single minded proposition. - So, - um, - you know, - last week, - the first part of this is a communication objectives, - and that was kind of the first thing we looked at last week in terms of the smart s m a r t - objective. - So we kind of cross those off the list, - then, - in terms of really understanding the consumer. - And I guess the brand. - We used the insights mining tools to be out, - understand what's actually curing with Netflix, - and not only the brand, - but also the consumers reviews Netflix. - Um, - so that brings us to the single minded proposition. - And I guess the single minded proposition allows us to navigate. - I guess the barriers in the way off of the design place that the brand wants to bay and - where they're currently acts on that that piece of communication kits that at the best way - possible. - So in terms of the example of Netflix, - is what is currently, - I guess, - standing in the way of those horror fans signing up to Netflix. - And I guess the role of the single minded proposition is the one piece of communication - with one message that would help get those people across to having subscriptions on Netflix - . - So that is kind of the way you should look at it being sites lay the sitting of the land. - I am. - You know, - in the Netflix example, - we've learned a lot of after Netflix in the business. - And a lot of that the company that work up the television show that we're advertising, - we've kind of created all these mountains and troughs. - And I guess the single minded proposition is, - I guess that direct route for how to get there. - Uh, - so I guess with all the insides met, - now what do we do? - We need to find the rat that through these barriers. - And that's the single minded proposition, - As we were saying, - So, - um, - in advertising, - I guess this is you usually copy and officials in digital advertising that the role of - communications still through kind of coffee and visuals and also products that can help - kind of experience these sorts more about kind of getting people to experience the brand to - not just on say it through the copy officials. - I guess this is an interesting point to in terms off on intensive a digital strategists, - because what we're trying to do here is actually go from the lifts out of our brains - because we're really being kind of looking to the analytics and the hard facts. - And we managed switch over to the right side of their brains with the credit solution on - individual language. - And I guess this is about turning from insides and flipping those over and kind of coming - up with a single minded proposition. - So an example that all use here is, - um, - for Best Buy. - So one of the major insights that best buy had was the customer support is the leading - factor in choosing where to buy Consumer Electron ICS. - So I realized what kind of I guess, - the biggest barrier or the biggest advantage that they could have this And that kind of - informed the single minded proposition. - So I guess the single minded proposition the easiest way to understand that is what is the - easiest What? - What? - Why do we believe in this brand of modern? - What's this brand standing for? - So the kind of single one proposition here we're best by the experts in consumer electron - ICS. - So that was the creative brief is how do we show that this by the experts in consumer - electron ICS and what they did is they created. - I think all 12 falls, - which was the first, - I guess, - online reactive, - mass scale customer service. - So what they do is pick would ask questions to best file or their 12 4th about Consumer - electron ICS and someone within their. - I think there's like 40,000 staff would answer that question straight away, - and they also looked at questions online, - and that's them. - So this was a way that they were able Teoh. - I'm communicate that there were the experts in Consumer Electron ICS, - but you can see there the single minded proposition to really get So what? - What they were trying to do on bats kind of come born out of the single minded proposition - . - Um, - as I was saying is that you need your reasons to believe, - and I think that's the difference between good advertising and great advertising. - Great advertising, - we believe in. - It's it's it feels right when we see some see that message and I get that's all about trust - and on being able to trust the brand. - And these are what I call the kind of raisings to believe There, - Why should we believe this brand can save you? - So what kind of hold this high order belief. - Do that have a reason to bay there. - And I guess it gives you the right to Plus, - in a lot of cases, - this is usually today with the product. - So just go through a little example of how this works. - You probably remember the old spice campaign on Smells like a man man on the men on the - horse. - And I guess this is an interesting way through here. - So what the insight was was that they found that women by their husbands, - female smelling, - shower bush I think that would be a the inside on a very kind of product. - Little I think there was also an insight that was happening on a kind of a big cultural - level, - which was that men were getting back to their kind of rough are rough and masculine Selves - after I guess the whole metre sexual early two thousands were men was starting to kind of - get more kind of prim improper. - There was really a lash or pull back from this. - Women were about being a bit more manly, - and I guess the single minded proposition was, - um, - the manual man could smell luck or that that was really I guess, - the attack, - their tag on. - But it was about, - I guess the single minded poor position was more about, - um, - smelling like a man again. - Um And I guess, - um, - old spots gives you the opportunity is to smell lucky man again. - Kind of grope girl, - your balls or something, - like along the lines of that. - And I guess they really had a reason to believe on old boss. - Because old spice is always traditionally bein a very old grandpa, - masculine smelling, - smelling, - uh, - choline and something that you always thought of you grandpas cologne. - And it wasn't very floral e or or kind of any of those smells. - You know, - a brand like Dove could never run a campaign like this because I didn't have the authority - to be playing in this area. - But you could really say old spots was able to kind of play here. - Negus, - um that that really came from them, - stepping on kind of understanding, - cultural, - the culture of trans turning back towards more people, - buying more paper, - wanting to be more manly, - and embracing that side of them rather than all this kind of manscaping mixture, - sexual stole stuff that was happening. - So that's a really good example of showing the reason to believe life. - Why you can believe this room from that brand. - I'm not a good campaign to show the reasons to believe these Puma after hours. - So Thean site here was that they found that Puma founded as a culture trend that although - that a lot of people are not athletes, - everyone still loves to compete. - There's this, - you know, - deep, - competent, - trump competitiveness in everything they dio and you know not everyone's gonna be at - professional level. - And there was a lot of these kind of images who loved being competitive, - but they weren't athletes. - So how could we appeal to him? - Because that's something that a number of brand other brands could do not. - He was all about performance and athletes so they could go into that space. - So the single minded proposition waas to celebrate the Puma social athlete on That was all - about, - you know, - celebrating the people that went athletes. - But we're competitive socially in everything that they did so that the whole point here is - that you know, - there's a belief what what is? - I guess the single minded proposition should tell you what What is Puma going to stand for - ? - What are people gonna see when what people gonna buy into when they buy? - I'm human. - And so here their single minded proposition was celebrating the Pumas social athlete. - And I guess I'll sell, - um, - buying into the belief of this idea that there's social athlete. - And that's where the Puma after hours campaign came in. - So the reason to believe was that Puma had a long history of social activity in history of - fun and sport. - They, - of all the brands are never seen is too serious, - like the out of s or the Nikes of the world. - That kind of the fun, - more casual, - wearing on brand. - So that's why they could kind of into that and kind of say this statement on I guess the - Puma after hours campaign. - If if you haven't seen you should definitely check it out, - I might even actually, - if you YouTube it, - you gotta say that would give it. - But what it was was all about. - I'm celebrating the athletes who completes, - um uh, - that compete in kind of gospel to our after hours. - So those professional like table tennis plays will not professional. - But you know, - the competition you have with your friends over table tennis were playing pool or playing - darts. - It was all about celebrating these people. - Onda. - Things were really kind of athletes. - Um, - you know, - we didn't traditionally call them athletes, - but they were like So we're competing like anyone else. - And I guess that's a great single minded proposition, - because people can kind of believe in that line. - So that's a good example. - There on the last one, - is American Express open for small businesses Saturdays. - So this using initiative run by American Express on where they after our black Friday day, - which is the biggest and selling Diaby you for Rachel and in selling in America, - it's the Thanksgiving. - Uh, - he's Thursday. - It's the Friday After that. - They started to correct a open, - small business Saturday, - and that was all about celebrating small businesses and and small businesses on people - going in and shocking apt small to medium sized businesses. - Um, - so the reason they wanted this was this. - The insight for them was that for the first time ever for American Express customers, - which was small businesses, - the first problem that I had was they were worried about getting, - um, - getting customers. - I'm up till then that had a number of other worries, - including kind of, - I guess, - manufacturing the them not having enough money to buy product in the old days. - But for the first time ever, - who's worried about actually getting enough customers in the door? - So the whole single minded proposition was, - um this was more the tagline that start booming, - but it was all about I guess, - uh, - you smoke kind of celebrating small businesses or kind of really pushing, - um, - so kind of beat customer growth. - And so stop booming was the raising, - and the reason that people could believe in this was that American Express was in the - unique, - lucky position of having a relationship with customers. - Three Picard and also with businesses through their small businesses unit. - So they here where I was believing this because they needed that mimic American Express had - access to a lot of customers on both sides, - so that was a really kind of strong reasons of leave there. - So hopefully I've taken you through the process of reaching the kind of creative brief on I - guess when you're thinking about the single minded proposition. - I guess the best way to think about it is washing. - People believe in in your brand or what are you giving people a reason to believe and and - and what do you? - I guess the reasons to believe is what's backing that up and proving that to people? - Because you may be kind of a higher order made of what that brand is is actually doing and - the role that it's playing. - So that's what you should be really aiming for with the single minded proposition. - Um, - you can't kind of the cultural trends, - the brand in the business and the consumer and really trying to find it triangle between - them and the need site that works for them on, - and I think that all the section will But for now, - what I'm gonna go through next is actually the communications framework. - So look forward to doing that with you 7. Communications Framework: I got Welcome back. So this next chapter is on credit, a communications framework and communications framework or, um, kind of communications Architecture is actually my favorite thing in advertising. It's also the thing that I, um, kind of love the most Onda most passionate about. And I'm actually going to be doing a hopefully coursing this in the upcoming weights because I think it's a skill sit. Uh, that's currently kind of under utilised or no underutilized but underdeveloped in, um, most agencies that I've I've seen. It's especially the type of communications framework, all communications architecture that I'm most interested in. There doesn't seem to be a lot of information on it. When I talk about, like, comes on, I guess communications planning on communications framework. What I'm talking about is when you have a big idea for campaign, you were usually cannot with, um, an idea which will be anything from, ah, the Naki. Plus. So like coming up with the idea we're gonna create and Naki Plus, we're gonna create a product that people are going to use and blah, blah, blah going from there. Then you, um from the ideas come all the way down to a printed or an idea for a competition. So on the other scale of it, you might have safer and Netflix thing it might be we're going to have a promotion, which is 30 days for free on Netflix so you can watch this horror film in 13 hours or whatever. Actually, that's a bad idea. I've got the idea here. So the idea is, you get Netflix free for 13 hours, which means you can binge and watch the show strike for 13 hours. And that's the promotion that they're giving away because they've realized that there's this behavior of kind of binge watching and watching serious back to back. So you brought people for that. So with both of those ideas, what you'll find is there an idea by themselves. Now the important thing to do is with that idea is you need to Craig, I guess an ecosystem or a framework er in architecture around that idea to make sure that your understanding how you getting people to your idea, Or how are you explaining your message, or or um, or your products? Um, what channels you're doing that through? And what's the kind of consumer take at that. You want. So, for full kind of a big campaign, which could be like a brand campaign, like a Nike plus or even even bigger than that, it could be just the brand thought or the brand tagline of like, Nike, just do it. How are you going to plan throughout the year on how you're going to communicate? Just do it, Andi. I guess for May that's the most interesting thing, because what what role you plays? You usually come into the process straight after that that have come up with the idea. So once that big ideas been cracked, cracked the just do it on their usually probably think are gonna do this TV ad, which is gonna or a kind of a film that's gonna be the Adam spot your job, then eased to really not at all the different other parts to that campaign and how you're going to communicate. Just do it in two people at different times in their life and kind of the consumer journey . So for May, it's definitely the thing that I get most excited about in advertising in the moment, and I guess that's kind of my role at the moment is, um, you know, I've moved on since kind of digital strategy, and I'm now concentrating on communication strategy, and thistle is a big part of communication strategy, but it's also a very big part of digital strategy. So the way that I usually come up with my communications framework is I start to ask the question of, you know, go through our model off. Um, why you communicating this? What? What's, um why? What are you trying to get the business where you trying to get them? And that's kind of what we're looking at it in the first week on the second area is who you trying to communicate to. So who is the target market? What's that persona archetype? What motivates, um, what is that kind of life journey? Their consumer journey. Then there's the what are you trying to communicate? What are you trying to make them believe about your product of your brand? Um, from there, Is that the two parts to communications or media? I guess media strategy or communications strategy, which is where are you trying to community case to them? So what channels using to communicate to them um, and this usually defined by one of the channels of their using What is their daily consumption, like our week? When can you kind of reach at, um, And that's the second part that they'll win when you communicating to these people on and what time you communicating to the target? The other thing is, is to look at kind of the phasing of a campaign and look at Is there specific times that you want to go on at that consumer with a different message? So the where and the wind is really the most are two of the thing, two of the pieces of the puzzle that a communications framework is feeling in. However, it takes in tow all everything into account when coming up with that idea. So in terms of communications framework, one of the models that I've used that I explain I had a credit framework with Is this model that I came up with the booking dot com. Now the important to remember here is this is only one model of how to actually go about this process. You know, I've seen a number of different ways that people can come up. We're showing a communications framework. And, you know, the important thing is, have a look online. Ask picked. Let your work. Has anyone else done this? How did they president this information? Because this is the one that I've kind of made public on two people to show how I'd go about it. Online job. So the first step is for this model I had, which was, um, for for booking dot com, which is an online travel site. What I did is I put up who the can't continue Aries and where we want to get, um, that kind of Calkins human behavior. And I guess the desired response and what I did is I corrected at shot, which is what maybe challenges are they using? So, um and this was really Teoh. Firstly, get that kind of consumer journey and the steps that they went through. So what I did is I feel that the top people choose. I found out who the consumers were, Which was what color on females who were 25 to 35 years old on they step. And then I looked at the desired response, which was working accommodation. So what I did is. I tried to go from the left hand side, showing what they were doing when they weren't in the mood for booking accommodation to all the way over the other side when they were just about to book. So what I did is I started Teoh looking to research reports to understand their consumed the behavior. And I worked out that there were certain sites they looked at as they were about to go to book a holiday. So when they started, they usually went interested. So they're looking at Facebook TV Pinterest, Gmail on whatever their daily starts where. And what I noticed is that they started looking on a kind of New York Times travel section will climb die nest on. And these might have prompted them to think about having a holiday in that place. Or they might have started to just start scratching the surface of kind of thinking of where would I like to go on holiday? Then what I found was once said, locked into a location or what kind of we're in this stage of really kind of narrowing down options, I would ask friends and they would look on trip advisor and this was this kind of middle section of looking at all the considerations. Then from there, what you had was that they would go to kind of specific websites that delta where they were looking there airfares and once they put their fares are onto kind of hotel dot com, all that stuff com kayak dot com websites without really booking, going down and looking hot on the accommodation. So what I found was that this actually night for three really interesting clusters for content. So the first was I really felt this stage was kind of awareness because this was when you were trying to kind of break the current mold of communication. Start kind of giving them an option of Hey, maybe you should think about this, um, style of trouble. The second pillar was really around researching and how the consumer goes about researching the facing around researching and then the last one was kind of that buying moment. So you can't have had these three distinct faces of behavior that we're seeing in the consumer. So this was very interesting, because what happens here is your catching people in a different mindset in each of these media locations. So the important thing here is to make sure that your communication is changing depending on what mine friend. Now, kids different messages would trigger different results in different areas. So what I did here is I started to feel at these boxes these second boxes with what was the creative messaging and what was the reason to believe? So in here I had the 1st 1 which was the overall campaign brand idea, which was talking about why booking matters. And this was all around on the messaging off that they are the experts in booking, Um, and they're so passionate about their jobs that they're going to find you the best deal. And so that was that kind of awareness face. So you're kind of planting the idea that if they're going to consider anyone they need to actually think about, ah booking dot com and you're really trying to get Ah, hi, Rachel. Brand wrinkle right here and that's the mission would look at them. The second place was roll around kind of researching, and this was messaging against kind of K benefits, but incorporating friends. So looking at what could helps on add value to their lives at this stage of the process, but also moved back to booking dot com. Then the last one was the Byman, where you really had to go out with more hard hitting messages, which were kind of like some reasons to believe, like payoff. Do you stay? There's no cancellation fee and the lost guaranteed prices. So what you had there was kind of a nice messaging that you needed to get in a channel. Then we looked at the media. So what channel? What channel will you be using to get to the consumer? And this was really looking at what with a at the top when we're looking through the consumer journey, but with the media opportunities in there. So as you can see here, I've got down the bottom kind of TV activation. Social rich media. This is really relaying back to what we were looking at in terms of the media channels. Then you've got the next one of rich media and social. Then the last meteor is really standard. Bannon's mobile and kind of A B M messages and retargeted on benders would also be in the Arian. Yeah, so as you can see this is starting to give you some ideas of different content that you need to be creating in the different areas. So I freaking love this area, and this is what's most interesting for form A kind of It's almost like communication, psychology or something. There's not much information on it, but there's different phasing. I am gonna be teaching a course on it later in the U. S. So this was a bit light on this section, but I just wanted to kind of walk you through it and show you what you needed to do. Now you can include one amazing for the Netflix example, but have a think. Maybe there's a different way you can show the phasing of the information and how the creative and the message of the media will change, depending on the opportunity. But that's the end of this one and next presentation. We're getting looking to measurement 8. Measuring Digital: - Hello and welcome back to my class. - The final class of had become a digital strategist. - Um, - once again, - we're gonna wait for, - ah, - a couple of minutes to make sure all the students can come into the classroom. - So give it a bit of time and we'll, - uh We'll come. - I'll come back on. - Hello to the one fewer app. - There were just gonna wait a bit more time to we, - uh, - till 705 till I get a few more people on this line. - All right. - Thanks. - - We're - just gonna white Teoh. - Uh, - seven I five to, - um we get everyone in here. - Um, - if you also go to my slide share you earl, - you'll find that I've got the latest presentation up there. - I'm also going Teoh tweet That, - uh, - presentation How I might actually just do that now eso the hashtag again today is DJ Strap - . - Um and I My slide share is actually in cold there. - You, - um already - just - gonna wait a couple more minutes? - Thanks. - If you've got any questions throughout the throughout the course, - make sure to just use the DJ strap. - Uh, - hashtag and old to answer them at the end of this presentation. - Um, - I'm quite excited about this week. - It's looking at kind of measurements. - And how do we measure Digital? - And I guess it's one of my kind of areas that I love the most. - I really like, - uh, - the kind of the analytic side of digital, - and that's that's kind of what are always about the number crunching and really showing the - success of campaigns. - So I'm really excited about presenting this week, - their work says, - because I think it's one thing that a lot of agencies kind of overlook. - So it's good to kind of have, - um, - he's down Pat. - I think if you're a if you're a company, - if you're working as a digital strategist in an agency, - um, - thanks also to everyone who's filled out the homework. - It's been a fantastic response of sane. - The amount of three to other people are going into is just kind of blown my mind. - And really, - um, - I think if you go through some of the actual responses on there, - they have some really kind of in Dict ways that people are presenting information and it's - and it's really great. - It's they kind of brought new ways that I've kind of learned of presenting kind of - individual brief as well. - I think one of my favorite areas and twice its own couple of the paper were present in the - brief was that they were actually putting in the audience insights, - actually putting hyperlinks to where that kind of behavior was happening. - So I said, - Kind of They said that, - um, - kind of one of the insights might bay they're obsessed with one direction Justin Babe above - our and then actually had a hyperlink to the text where it said that. - And then I think that's just a really interesting way, - kind of using hot links embrace is something that I hadn't thought of before. - But I really like it because it really loves the, - um, - I guess the, - uh kind of consume it. - It really kind of. - I mean, - there credits to really deep, - deeper if they want to go deeper into kind of an inside and learn more. - So it's a really nice way Teoh present a brief, - I think, - Um, - so I think I'll just get a straight into the actual presentation today on had a measure - digital, - so I'll just get it up now and let's go through it. - So today's presentation is on how to measure digital. - And I think, - uh, - digital, - the most kind of overlooked position of a digital strategist is setting key performance - indicators. - Onda. - A lot of people might not be familiar with the term are key performance indicators, - and I hope to kind of show you what it's all about in this presentation. - So as we're kind of talking about in week one, - um, - you always start with kind of you communications goal. - And I guess this strategy that you come up with this a plan for obtaining that goal based - on the information you have at hand. - And so we kind of looked at that and kind of last week. - You kind of We started to kind of look at the kind of comes framework and all the different - media channels and tactics that you can combine together to actually answer that that - strategy. - And so I think for me, - kind of a strategy is made up over a number of tactics. - If you think about it as kind of umm I guessed your kind of map you can think of it is - every little kind of tactic is kind of telling you, - if you're going from the street to kind of, - uh, - you know, - the closest milk bar it might be, - the tactic might be go straight down this straight, - then left there and then turn at the next straight. - And so all these come combination of tactics make up your overall strategy. - Now, - the key performance indicators kind of sit under what I term kind of the goal they are. - The key performance indicators helped to show you how each tactic is helping to reach the - goal. - So, - um, - similar to kind of tactics will see in a minute. - There's a number of KP eyes that's it under goals. - But what the KP eyes really are. - I guess they're kind of the sign posts throughout your campaign and throughout your kind of - funnel to see if you are on track in going in the right direction to be hitting your goal, - depending on the different tactics that you're doing. - So it's kind of the combination off these K performance indicators that equal the overall - goal so similar to, - um, - kind of strategy having a number of different tactics underneath with ago. - You've also got a number of different kind of key performance indicators in in in that in - your goal. - Um, - the reason I loved key performance indicators Not only are there great is a sign post, - but they also serve to other massive purposes for within an agency that they sometimes kind - of overlooked. - And that's what I refer to is kind of the selling and the expectations met. - The idea of the selling is that advertising is much easier to selling when you can show the - actual impact that the investments gonna have being able to put kind of tangible numbers to - this. - I guess what we call the social science Onda creative ideas really kind of, - I guess, - plays to the market is rational, - rational side. - It really appeals to that side. - They might love and emotionally fall in with the creative idea. - But you really need to back it up with that rational judgment for them. - Oh, - God. - Sorry, - guys. - Once again you realize that my Thanh shades have gone off and you're back looking at may. - Um, - if you just wait one minute. - Oh, - get us back, - Teoh Square one. - Sorry about that, - guys. - Um let me just say here. - Sorry about that. - Um, - going back into screen shit. - So back once again, - um Thea other. - The other major reason I love KP eyes is they serve as a frame of reference for a client to - know if they have been successful or not. - Um, - now this works better with an example. - So recently, - an ad out of New Zealand was for Toyota Corolla. - It was This feels good inside TV commercial. - That's a real repay. - You should definitely check it out after this. - Um, - but so what they had was they had over 45,000 views in the first week on bond with that a - frame of reference. - And the agency sees these 45,000 and they celebrate with what they see is a wick. - But if you haven't said any KP eyes beforehand of kind of the benchmark, - the clients just will either think this is normal Law kind of might be even disappointed - with this result. - That's why it's so imperative that you sick kind of a frame of reference, - because when you set the kind of the frame of reference of the K pr of this activity is, - um, - 5000 views, - then it's much easier. - Teoh kind of get everyone excited. - Both decline and the agency to celebrate the win when they can, - both on the same page and they both know what the goal looks like. - However, - I really understand that kind of KP eyes is scary. - You kind of putting yourself out that you write the agency and yourself out there. - Are you gonna be out of make these goals? - Is it actually gonna happen? - Um, - the other bit is, - is that a lot of digital is for for a lot of people, - it's the first time doing this specific activity on gets really hard to understand whether - where there's kind of benchmarks, - if you've never done this activity before how you meant to know what the click through rate - , - um, - for you saw it is so for a different banner is, - um And then what do you measure kind of with with digital, - you've got a number of things that you could measure, - you know, - purchase intent. - You can look at the number of time on site the cost per click entrance sources. - There's all this information, - but you however, - you really need to know what is in quarter And that's where I kind of look back at what are - as smart objectives. - What are we really trying to do with this activity? - And I think smart objectives usually try to perform a task in the path to purchase. - And that's kind of the purchasing funnel, - which is awareness, - consideration, - preference, - purchase and retention. - And there are a number of measures when she kind of had these model, - you can stop putting a number of measures under these activities. - So for awareness, - that's about like, - how many impressions did you, - uh, - like paid media get? - Or him? - What's the brand recall? - And then you kind of say kind of up to purchase where it's like, - What was your cost per acquisition? - Where were they entering what sought their entry from? - And so when you start kind of putting this model through it, - it's much easier to see kind of the different things that you should meet. - Measuring, - depending on the objectives, - however, - might might kind of train authorities. - You may have one objective that you're kind of the smart objective that you're trying to - hear, - but I always also like to look at the kind of secondary effects because with any, - Um, - with any part of communication, - you might be hitting them, - trying to get them to become aware of a product. - But you also need to see what's the effect and the impact on these all these other kind of - steps within the funnel. - Um, - so in terms of kind of measurement, - it's kind of broken up into two camps. - You kind of get your quantitative measures and you qualitative measures. - I'll firstly go through the quantitative measures, - so quantitative is usually about kind of the numbers and how many people are going to be - affected by the campaign? - Um, - however, - the great thing for key performance indicators is that you can start making predictions off - how well your campaign's going to go with these quantitative missions. - Um, - there's kind of once you start doing a number of digital campaigns, - what you realize is there's a number of things that kind of stay quite standard and and - across the number of campaigns you know will be the same and the wear area that I really - always started. - A lot of my campaigns, - or tryingto measure these kind of KP eyes at are paid media paid media, - it being Is it gonna rides? - Are they social ads or using your own media channels? - How you driving the traffic and banner ads? - That kind of I see the backbone of every digital campaign. - You need to learn to love them. - A lot of people, - when they get into dutiful for the first time who haven't run campaigns before, - kind of say, - man is don't work up. - Never clicked on them before. - Why would I love them? - And I think once you start using digital, - you realize that they have a lot of kind of impression and can help with awareness. - But they also drive a lot of traffic. - And, - um, - they will also make you look chic hot as I like to site, - because you can really analyze them and get some really kind of hard numbers against - banners. - Uh, - the weight. - A workout, - um, - kind of your key performance indicators on Bennett's. - This is a little bit of my kind of secret source here, - my kind of secret way of kind of working out kind of better performance and and how you can - start getting some numbers against your campaign. - So there's kind of three areas that you really need to concentrate on here on toe, - work out the kind of the kind of impression, - number and amount of people that you'll get to your site. - I'm kind of predicting that number. - The first you thing you need to get is the media allocation. - How much money you're spending towards his media opportunity? - Are you putting $10,000 in tow kind of Facebook ads or you putting $20,000 into a rich - media ad? - You need to understand how much that maybe allocation. - It's the second variable that you need to know is your cost per 1000. - You see PM or what your CPC is. - So you cost per 1000 is for some sites you pay for a cost per 1000 impressions, - so you might pay $5 for 1000 impressions. - Other sides work on a cost per click where you pay only when someone clicks on your ad. - And in a lot of systems of Facebook that will be on an auction system where the better your - at is, - the more the treat of the rate will bay. - And depending on the demand for that, - the third area you need to know is what is the click through rate for those type of banners - . - And if you have these three variables, - you'll be out of work out. - How many people are gonna visit your side? - And what's the overall number of awareness or impression impressions that you'll get for - that campaign? - So I'll take you through a little example. - This is going to get a little bit mass heavy, - but I'm sure you guys, - if it's too much for you, - come back to it later and try to work it out. - Or you can definitely ask me questions in the discussion light up. - But say we have a Facebook ads campaign the click three right? - For your kind of average Facebook campaign, - these kind of 0.8% potentially and we've got a meteor allocation where we're spending - $20,000 in there. - Now, - the great thing that Facebook is, - it will actually give you a recommended big press, - which is your cost per click right until you have what that rate is. - So for here it might be kind of a dollar 20 foot. - The potential Facebook at that you've got. - So what we do here is we can use these three numbers toe work to numbers. - Firstly, - toe workout. - How many pig looking if he's at Ascot. - So what you do is you divide your media allocation by what your cost per click is, - and then you get your visitors. - So in this case, - it's your media allocation of $20,000 divided by 1.2, - which is your dollar. - 20 on that equals 16,666 visitors. - Gee, - ASAT Now in this back, - if we go back to the pyramid, - you could use this in your kind of consideration, - because these are people who have kind of click through to your site and are considering - obviously buying something. - So that's kind of the first bit of the pyramid you can kind of look after Now. - I told you that we can also work out how many impressions that we get all the awareness of - that. - So what we're doing now is we take the click three right, - which is 0.0 it and the number of click throughs that we have, - which is 16,666. - So to work out the number of impressions you'll get, - we know that you know If the click through rate was 11% that would be one in 100 people - click through. - So because we've got 0.8 you've gotta add on to more zero. - So we know that out of every 10,000 people eight people click through. - So what we do here is we divide that we divide the number of visitors. - Um, - we divide the number of eight visitors by the 16,666. - So here we go. - For every eight visitors that clicked, - we got divide 16,000 by 666 times. - So that gives us 2000 and 83 instances where eight people out of 10,000 people click. - So now we go 2083 times 10,000. - Because 2083 is the number of times a people click that bundle of people by 10,000. - That's to 20,020 million, - 830 impressions. - So now we can start putting the base of that pyramid on in terms of ah, - hard number on awareness. - So you can see there were kind of starting toe work out these pyramid and put some numbers - against it. - The next area that we look at is kind of not the next era we look at. - But the most important thing I think with running digital campaigns is that you just record - everything you do. - Keep all the data from every campaign because you never know when you might need to use it - . - For instance, - if you know kind of the average click through rate for a Facebook competition, - you'll be honor. - Then take that onto another competition that you run for another client and kind of make - some inferences on the key performance indicators for that campaign there. - I think one of the core values of an agency kind of valuable assets in an agency, - I mean, - is actually all the data that they've got from past campaigns. - Because a lot of other people, - you know, - 99% of people have never ran it digital campaign in their life. - So this is your real kind of core benefit court kind of valuable asset over your - competitors. - So, - for example, - say that we know from her last campaign that 1.8% of people who purchased that product when - they visit our website so here what we can do is kind of we find out how many's 1.0, - right? - So we times that by 0.18 to work at that number, - and that's 300 so we can start putting that number up the top of the pyramid on purchase. - So you say we're starting to really kind of make some numbers. - Kind of put some kind of K performance indicators into this pyramid, - a great tool that's come out that's free for anyone who's looking to do banner. - It's is the benchmark display benchmark research tool by think with Google. - So if you go to the think with Google, - which I recommended in Week one, - um, - and then talking planning tools and display bench box, - what you'll get is the actual average click through rate for cup country by country on then - also the different media types and also the different industries. - It's fantastic if you ever needed any bench maximum paid media Bennis. - This is an awesome resource, - so make sure to check that out because I think it's fantastic and that that's kind of a - valuable asset that not many people would have. - So now, - um as I was saying the measurements broken up into three camps were gonna go into call the - teddy measures. - So qualitative measures really allows you, - I guess, - to go past the kind of clicks and really start to get an idea of the effect that the - campaign has had on your consumers. - So this is kind of broken up into two areas there. - Proactive research and the reactive research. - The first is proactive research where you're going out and finding extra information and - asking specific questions off the consumers. - Now, - this is right for doing everything that you're doing, - kind of whether you're testing anything off line, - you know, - whether the same Miss Smith is you use for testing, - I guess TV ads you can use for here. - So what we're looking for is, - like brand awareness brand recognition brand favorability. - These are all questions we can ask, - and what you can do here is ask it off kind of a sample group that's being exposed to your - advertising message and then one that hasn't been exposed so you can see the difference - that the advertising Max you can also test it. - Take get surveys from people that have bought the product or have gone a bit further on An - example of this is a site you can do this through is dynamic logic. - I know Google also off offer surveys that you can do and that great you can actually do - them kind of cost per person that enters a survey. - So they're really good for kind of getting quick, - scrappy information. - And that's based on the system where people actually to get through kind of pay walls, - they can take these surveys instead. - So that's a really good qualitative tool. - So for here, - for instance, - you might ask kind of purchase preference. - Once people have visited this that you can kind of work out. - How likely are they to a kind of purchase your item? - And so what you might do here is kind of asked, - um um, - you might awesome. - Like before you do your advertising campaign, - you ask a number of people. - Then after you do your advertising campaign, - you asked for the purchase preference of people, - whether they're gonna go and, - for instance, - the sunglasses shop. - Are they going to actually think about buying your product? - Do they preferred over other brands and you can see kind of, - we want to say kind of an up lift here, - the other way to measure kind of qualitative researcher that you can do qualitative - researchers. - But I call kind of discourse analysis, - which is using a social media monitoring tool to really look at it and scraped kind of - information off people speaking kind of whether it's positive, - negative or neutral about your product, - you can also, - as I was kind of suggesting in the first week, - you can really get into a bit more information on kind of thought behind people and kind of - any major things that are kind of coming up the so you can imagine this, - you know, - we could look for a retention right where we see a positive sense men about the product - increase or stay at 68% of comments on that could be a kind of a k p I. - We put up against retention. - Okay, - so that's, - um, - key performance indicators. - So in terms of, - um, - in terms of kind of on example, - I think that kind of should give you the basis is a K performance indicators and how you - kind of set them. - I'm gonna now go throughout good old night. - Example of miso sushi. - Um, - I think this is kind of a case study that way touched on in week one. - And hopefully I'll be out of show you the full process of going from objectives to strategy - , - to tactics, - to KP eyes in this example. - So miso sushi, - if we remember the communication objectives, - was to increase brand awareness and awareness and brand recall of me Me. - So sushi amongst office workers by FedEx sent by December 2012. - So the insight was waiting. - Time is the key factor for restaurant choice on seam seamless for office workers. - So our strategy was communicated speed off sushi delivery. - Now I've come up with a single minded proposition That is just one that I thought of. - It's very it's not that great that the, - uh you know, - miso sushi. - Their communications point will be there. - The art of our speed sushi. - And they're kind of the kings of spades. - Sushi. - So you can imagine that with that single minded proposition will start to get kind of comes - framework around this idea off the out of spades sushi. - So I'm sorry. - The slides so beat, - but you probably have seen it last week. - So up the top there, - you'll see that I've put the consumer behavior. - Three current consumer is the white collar office worker, - and then the dis desired response would probably be a at the very end, - purchase a meal online with me. - So sushi, - however we know on the kind of the main objective, - is to create awareness. - So what I've done here is I've actually shown that this is usually like a probably would - happen over time. - I've created these kind of creative pillars. - So between 2 p.m. To 6 p.m. To 8 p.m. So what I showed was the current office worker would - probably kind of deviate between kind of Facebook Gmail work, - email, - you know, - they're in New York. - So maybe their looking at Gothamist, - which is the local kind of trade of local kind of news there in Excel spreadsheets there in - New York Times As it gets on to six PM, - they're probably still doing work and probably have been kept at the office from their boss - . - They might start wondering off and looking at maybe food blog's. - They might ask their work colleagues. - They'll probably be checking Facebook a bit more cause they're not in the heat of the day. - Then when you get to a PM, - notes that Google searching for food or going to grab Hubble, - maybe that they just go straight to yelp or straight to seamless. - And there they will be kind of looking at the reviews of the different crocks and looking - for star reviews unseen Lis, - whether it's high enough and it's rated high enough, - and whether on the other Big one is whether how long will it take to get the mule there? - So here it kind of breaks it up into three nights kind of pillars for us. - The the 1st 1 is they're not thinking about food. - The 2nd 1 is are the hunger starts dropped, - the hunger strikes in. - And then the final one is the hunger point where they just need Teoh order. - And so here I've kind of come up with a few kind of points. - So the 1st 1 is entertain people cause they're at work. - They probably need to be entertained on. - They're trying to look for their five minute breaks throughout the day, - so it's entertained with the miso sushi Chef Challenge. - So, - uh, - they could also have maybe something a job at going out, - which is like fast shifts. - Nate only apply. - And then something around commenting. - That kind of reason to believe is that they have the fastest restaurant in TriBeCa. - I've come up with some major media examples here, - and media environments have been kind of Facebook Standard adds straight ads or coasters - and local blogger outrage. - So in terms of the hunger strikes, - this is a bit closer to when they're looking for food thistles. - The reason to believe is there faster senior neighborhood and maybe miso sushi lets you get - back to the important stuff so you can get home fast. - I might be a messaging that you try to get in there and then at that very last hunger point - , - we're really trying to drive this home of kind of same list is the fastest delivery and - delivery in 30 minutes or money back. - So in those you've kind of that hunger strikes, - you've got your Facebook standard, - adds. - Maybe Twitter have just released kind of localised ads and then Google AdWords, - then at the very end to kind of really getting them in that last minute, - you'll be kind of having seamless promotions. - Um, - which is kind of their online site that they used to buy food, - yo, - pads and maybe Google methods. - So here, - I've kind of just discussed the comes framework. - Now just take you through kind of a digital ecosystem, - how that would all play out. - So on the slide, - he'll notice that kind of their key kind of pillars at the moment would bay the miso sushi - site, - then the yelp page, - and then they're seamless and their twitter in their Facebook page. - Now, - I've come up with a kind of a campaign thought I'm not a creative, - so the idea is not that great. - But what you could do is actually miso sushi on site could actually Craig alive. - Ken and I'm have a competition where you beat the chef. - And so what they do is, - um, - the shift has five minutes to make whatever audio that you order. - And if you don't know if he doesn't make it in time, - the meal's free for you. - And so what would happen is the order would go through and the countdown clock would start - , - and they would have that he would have that, - uh, - item to make it in that small at that short time. - So you can imagine here that that would kind of could bay the kind of cook casting call for - kind of straight posters. - It could have something about beat the shift or where the location is closest to your - office. - And so you get fastest. - You could mention that local online news outrage Gothamist and Village Voice might be - interested in this live cam into a sushi restaurant. - You would also support this once again with kind of Facebook ads which would maybe - potentially target the work site of local workers So you could search if you near like that - . - You know that Deloitte is one of the buildings you could search for people in New York in - Deloitte and target ads towards them in the second stage of the hunger strikes. - This is where we start putting the Google search. - Is Google search ads in and then also Twitter ads so you could start running your Twitter - ads? - Maybe potentially, - there could be time sensitive so you could run in that window of kind of like 4 p.m. To 8 - p.m. when people are looking. - You could also have kind of, - um the search ads set up. - So you kind of looking at fastest restaurants? - You could be sushi. - I had a look at it today. - There's not much competition on Tribeca sushi. - So that could be You call there, - then that last point of kind of that come the hunger point you say here that we've got kind - of people when they searching for in Google Maps, - we could have their I'd come up there, - then Yelp has a section called Yelp Deals where maybe there's a deal. - We could create a deal section with them and then seamless. - They had recently a cupcake learning class as one of the kind of content integration so you - could imagine. - Here I'm creating a car class called Speed Sushi and the classes be, - um, - about there about that. - So overall, - that's how you can see the digital ecosystem starting now, - I'm kind of looking at the budget allocation cause that's the other main point that we need - to remember is that you need to understand how much the media allocation use for different - areas before you can start making the numbers up so here I've kind of made it offense kind - of made up budget of 75,000. - So I've said this is very bare bones and really not reflective of costs in New York to - produce any of this content. - That 32,004 on the site building the Webcam set up the blogger Outreach would be 2.5 k The - Facebook rest of side ads would be 10-K Twitter localized search 2.5. - Uh, - Google methods, - 10-K yo pads 2.5 the slow, - aimless class Promotion 10,000. - Yo, - Coupons 2500 then street posters. - 2500. - So now, - with all that information, - we know the tactics. - We know the objectives. - We know how much money they've got now, - and we've got benchmarks in the back of our heads. - We now can start putting some measures in place. - Now it's important to put out qualitative measures. - Dan, - first on the quant to make sure we're measuring everything. - So I've got up the top on the quantitative side. - This is track and measure sites, - traffic on the sites, - traffic twittered, - traffic and kind of content engagement levels, - their Facebook blacks and engagement. - And then the seamless and your activity, - How the reviews going? - Are they going positive that they're going up? - And then so we do that dipped first in October 12 and then we do another deep at the end of - the activity of December 13th December 2013. - We do the same. - We could credit survey into the awareness amongst office workers in the area, - and that could be seeing is brand awareness. - And then we do one at the end and then also survey from the bias. - How do they come to this site? - How did they learn about it? - So now I've got the kind of measures in place we can now start to put in the kind of KP I - pyramid. - This next line is gonna be a shock because it's got so much information by Let's just get - to it. - So down the bottom, - as we were saying in green, - it's the most important part of this whole thing. - The 30% increase in brand Graco year on year. - We've got all the activity that's really supporting that one one activity. - You know, - we've really kind of heavy up on the impressions and the Facebook ads. - By that we're doing, - we're gonna have over 22 million impressions to the target audience through Facebook. - Twitter, - Google ad. - That's and that's a really kind of targeted small area. - We're also looking to end to get three articles in local blog's about the beat the sushi - beat. - The shift idea in the consideration stage will have 40,000 visitors to the site, - so I work that number out by looking at on the number of impressions we've had. - We also want to make sure we stay in the top 20 restaurants in TriBeCa on seamless so that - we can stand that consideration set for our consumers. - In terms of preference. - We've got 15% of restaurant preference among the target and seamless. - So that's questions that we can ask to our target before and after, - then a 15% increase in sales year on year. - So that's what all this activity will hopefully dio that in terms of retention, - we've got, - we hope to build 2000 Facebook friends on Ben 40% 5 star reviews on Yelp and potentially - 500 Twitter connections. - So you're saying that all of the activity is now kind of pivoting against one of these - levels, - and we can see if, - uh, - kind of one of the tactics isn't performing well, - then it's kind of hurting that that KP I and we can kind of reassess the situation. - We cannot the pivot, - the strategy or the tactic, - or we can optimize the ones that are working really well. - So roll, - you kind of see, - that's the overall picture of what we've done over the last three weeks. - We've kind of looked at the girls with look, - learned how we come up with this strategy. - We've looked into the single minded proposition last week and how we come to that with them - gone into the tactics and the comes framework in the digital ecosystem. - And then this week we looked a bunch of allocation measures in place, - putting measures in place and the KP eyes. - So over the last three weeks, - what we've looked at is kind of the main tenants of running an amazing presentation for - digital strategy. - We looked at kind of insights mining in that first area, - the second area Ofcom's framework and kind of coming up with the single minded proposition - and then this third week We've really looked into the metrics of success. - So hopefully now you've got kind of the very bare bones, - basic kind of structure to how you run, - how I do digital strategy on. - Hopefully it's given you some ideas of how you might structure your presentations. - Um oh, - Now, - uh, - if anyone's got any, - uh, - questions, - I'll be more than willing to answer them. - I need to take a seat because my maths very patched. - So the first question is they want to know my feelings on the value of search. - First discovery in the online space? - Um, - I don't know specifically in what context that is. - But in terms of discovery, - one of the first lessons that I learned is that kind of discovery, - I guess Earned media kind of contents end media. - When you try to just do kind of, - I guess, - kind of ideas that you think anyone will kind of be attracted to and kind of love. - It usually falls flat, - so I'll give you an example. - One of the first campaigns that I I ran was for a music group which had this idea, - which was a pay pay with a tweet so you could download the new song. - And when a trip to, - um when a trip to one of the biggest music festivals in Australia and all you have to do is - pay for it. - Twitter just tweet something, - and then we will get kind of you get the free song and go on the chance to win a ticket to - this concert, - This festival. - And I'd say that work so well in America. - So I was like, - What? - Bring brand new technology over here. - This is gonna go fantastic. - I'm so excited about this. - The thing that I thought was it's going to just blow up. - It's gonna have these viral effect and people are gonna retweet a tweet on Twitter. - What happened was it had this first little burst and then it just died off and no one - talked about it. - And that's when I really learned the importance of kind of paid media. - And what paid media does it really helps to bring the traffic and the amount of people - towards your idea. - So it's really important that you put money towards paying media. - Um, - I'm gonna now analyze that question in another way, - in case you were asking, - um, - intensive my feelings towards value of search versus Discovery. - And I'm gonna say that you're thinking kind of like on search engine optimization. - Um, - So the most important thing is, - I think definitely you need to have your brand known online through S E O. - You really need to be making sure you're hearing the keywords of people looking for, - um, - with that. - So that's my kind of primary area. - But if you kind of looking for fast traffic and that the CEO is really a long term strategy - , - if you're looking for fast traffic or got a new word that you're creating our new business - that people are gonna be searching out, - I definitely think that, - um, - you need a paid search part to your campaign. - So you just capture those people that are kind of coming through. - And, - you know, - the campaign that we had for a boost mobile that I talked about in the first week was where - we're creating new words, - which was like text if Rania on post traumatic text disorder. - When we put the words out for the first time, - we didn't own the first kind of we went even on the first page. - So that was really imperative for us to buy AdWords against that. - So we made sure we would be up there in their top viewed comments. - I mean, - the talk leaks. - Um, - so, - uh, - Jama Michael asks. - Is it typical that a digital strategist will come up with these digital ecosystem execution - ideas Spread credits to refine? - Hell, - yeah. - I think a good digital strategist should definitely come up with this. - What off? - What I've tended to know noticed with credits Is that really great cracking the main idea? - And then what I really love is kind of like layering that idea and making the foundations - of that that idea and where it leaves and the ecosystem around it and how it'll builds - together. - I think there's a real value in that. - And, - um, - I see that is, - the role is a digital strategist, - because in the back of your man, - that's what I really love about. - That comes framework. - It really make sure that you're taking off all the right boxes. - So you're saying, - you know, - like you could have a great idea and you get kind of swept away with it, - and it could be like, - Oh, - we've got this. - You know, - the audience is like, - um, - kind of mothers, - and you've got this amazing idea That's definitely gonna break through on mothers in second - life Twitter. - Let's say Twitter, - for example. - But if you've done all your research beforehand, - didn't saying damn definitely there on, - like, - instagram or blog's. - We need to do something there. 9. Office Hours: - skills classes and blogging and whatever else. - So I'm just trying to make a lateral move into strategy a little bit later in the game. - And it seems to be sort of like a really, - um, - you know, - tightly knit group. - So I'm just looking for tips on how to sort of, - you know, - pierce the bubble, - right? - And is there something you're so looking to? - Kind of get some tips on how to break in tow? - Digital strategy? - Yeah, - Essentially. - Just sort of Ah, - you know, - from the from the in crowd tips on, - you know that I navigate my way through six. - Just Sonus. - When I going next, - Leanne, - maybe. - Yeah. - Yeah. - Well, - actually, - I'm a strategic in Germany. - Where on where? - 50 people. - And most of the time, - in doing any for tennis, - on a cure, - a Mercedes Benz been international and dropped direct. - And yeah, - so I'm psyched. - Just, - um And yet that's what you need to know about himself. - What I want to get out of the session now is basically have questions regarding the KP, - Iet's complications framework. - And you really good to get my head around that? - Yeah. - Excellent. - So I'm going next time from sitting next to her that I share an office with Ileana. - Junior planner here started two months ago. - It's my first junior job. - I worked as an intern at Draft FCB before this, - and I'm just excited to get new input from all of you. - Example, - your, - uh, - and you on anyone which is going through introduction. - So if anyone wants toe just interest, - I could go on accident as they can. - Everybody hear me. - My name's John and I work at a small mobile startup. - And because we're a small team, - in addition to my more account management type functions, - I've sort of taken on, - um, - you know, - whatever kind of sort of planning responsibilities we need to do. - So that's why I took this course and, - you know, - similar to some what some of the other people said, - looking to sort of move more into a strategy focusing specifically on digital of multiple - kind of trying to get an insight into ways to do that. - You know, - people expect sort of mark Digital strategy presentations is part of a portfolio for a - junior. - So that kind of looking at Ah, - there's something very, - um, - Alex do you wanna introduce yourself? - Sure. - Yeah. - I'm Alex. - Um, - still in undergrad. - Kind of Take this class on and win with every idea. - What did a digital strategy, - actually. - Is um, - studying Ika Benji kind of seemed really interesting in that there's a lot of different - ways that it it works. - And like, - you have to know a lot of different things. - So and from the class, - I have definitely. - Wendell, - I don't see what else I have to do to actually get into the industry. - Excellent. - Great. - Going next. - Sure should go next. - Uh, - let's see, - this is my first hang out. - So I have to do this screen share thing. - I know you should be fun. - You I think it runs, - OK, - Awesome. - Learning a lot again about doubling up. - Um, - So I'm an editorial director in Los Angeles, - and I work for, - um, - a branding on and content marketing firm. - And, - um, - so we do with kind of big brands, - and, - uh uh, - it's more. - I guess they're more services focused on product for focused. - And I guess that I took the class. - You kind of get a more holistic, - um, - more holistic ideas on how to put together campaigns for them. - I feel like sometimes our team, - we kind of have our own little thing, - you know, - social media and then, - um, - content development. - And, - um, - I feel like we all kind of our have fingers in each other's, - um, - areas. - And so I think we're all kind of china. - Looks it. - Kind of like more ballistically over doing so. - Okay. - Right. - And from Wilson, - then, - uh, - did you couldn't I know that you've got that screen. - I don't think we got video you have there. - Yeah. - Doing just interested in what you're looking to get out of Just this session. - Sure. - Um, - hi, - everybody. - I'm been content producer on Creative from Berman. - Um, - decision. - Basically interested in how to get figures are hard to get. - An idea about how I think we lost you. - That and but your key performance indicators for different types on that. - Yeah. - Cool. - That's a, - um, - being terrible. - You want it? - Introduce yourself. - Okay. - We might have lost Carol. - Um, - so, - um, - I just talking me, - I think I think if you guys kind of did the homework what you might have found if you - called that where I saw was that the KP eyes were quite hard. - I think like this is my first time obviously teaching this course, - I I I knew that it was a really important part of the whole presentation to do, - uh, - KP because you'll actually make your way better strategist. - But at this actual part of the homework seemed quite difficult. - When you have to put it into a real world example, - I think What what what kind of happiness is It's much easier to do if you want you on every - world example. - So what happens is if I do have a client and we're doing a project. - So the kind of cooking, - the booking dot com example that I kind of put in there. - I worked with the media agency to help build that kind of KP I pyramid on and get those - numbers behind there. - But you can also get them perspectively from during kind of like Facebook ads that will - actually tell you what the recommended prices for a bus fare click. - And you can also do that. - We glad plan up. - I've also saying online If you look for kind of media decks from agent piece, - you can also get I mean for him. - Like media publishers. - You can also get the numbers there. - Andi. - Okay. - Land. - Did you have a more specific question on those type yards? - Yeah, - Well, - what's really good to know that you actually worked them out together with media agency? - That makes so much sense. - But I was wondering if you presented it for every idea that you present. - Because if you have KP ice there, - what if the campaign does? - Yeah, - get to the KP ice that you set. - So what happens in do you get a do you have to? - I don't know. - Pay something back. - You get bonus. - Used to like what I do is kind of low. - And it's usually something that, - like when I go through to take girls, - I think the goals that we're trying to hit way expect, - but most of the time unusual, - quite confident. - We'll get there because you get through tight media. - It's really, - um when they're going through that down and keep them like Kim version on Steidel said, - Oh, - when this I want to, - you can't control. - That's when we change it. - Uh, - I've also seen a lot of other agencies though Presents like there and then it would be like - they know they're gonna get 10,000 and then they like it Be awesome if we could get to kind - of 10,000 and 20,000 is like expectations blow. - So I've seen, - like a scale which has worked quite well, - a swell on what kind of once. - Once you start doing a few of these campaigns where you're starting to work with the media - , - the interesting things it's very it's very kind of pattern. - It's not. - A lot of those kind of unknown elements have kind of taken out like I've done like a number - of kind of competition and pro knows as well, - and you see, - like the exact same numbers like you get. - I think it's been a long time since I've done there, - but it was like every competition we ran. - This was for a Facebook page for Coca Cola, - and every time we invest the certain number amount of money on media and would say, - like take the same come through and into the competition between like eight and 10%. - So you get like, - straight hundreds of 400 everything that time, - so Yeah, - I think the thing about it is, - Is it really becomes your? - I think your agency's kind of value, - because once you get a left data, - you can start using it. - It's a kind of stop benchmarking of campaigns. - And do you think it's something that works with digital only, - Or can you do that with, - like, - the same or traditional campaigns as well? - Because, - of course, - I could say for an idea that we have other spots gonna create 20% increase off awareness, - but I can't promise. - Yeah, - I usually I usually do it with digital, - and it's usually I usually do it on the quantum mentions more than probably the qualitative - . - So I might say that you know, - this TV ad will reach, - you know, - three million people, - but it just helps. - I think it just helps to give that holistic picture. - I haven't actually dealt too much with all measures. - You have other people in my team has been like seeing like, - friend up lips and stuff. - I've done a lot more harder, - I guess. - Kind of like on numbers and green eyes. - Okay, - cool. - But where do you get your benchmarks? - That's from previous campaigns that have run. - And then, - uh, - like I keep everything. - Like, - I felt like that Documents of dollar and that's kind of way you start everything you do, - you should, - like, - get results in cape with them. - And I guess for you, - in my beat, - like going around the agency, - looking at class campaigns and getting all the past reports and then starting to build kind - of models out from there. - OK, - but what do you do if we, - like, - have new business or you're working for a client, - which is a whole new category You never worked before? - They probably have other benchmarks than before. - Yeah, - it's It's very difficult with that. - The think display benchmarks. - They had some numbers in there as well, - and then I kind of go off some rough. - What were you gonna get? - Tight media and then talking How many tonight? - Like going out to get 20,000? - Yeah, - I want to do it. - But I try to kind of to show that our agents is gonna leave him like that. - Did you ever have the situation where reclined says Where the where did you get your - benchmarks? - I think we can get more clicks or whatever. - Yeah, - they want to know, - like a sauce. - Or are you that person enough of us off. - I'm pretty open with the sources. - Like I'll tell them this is what I did through. - Thank you. - If you have that conversation, - it's like great, - because I think like, - KP eyes for May should be something that you and in the client come to you together and - agree on, - um because that means they're a bit more invested in it through and they can see it. - But usually most clients that I've dealt with their kind of leaning on you Mawr as the kind - of digital guy. - They don't really have those benchmarks. - But I'm sure as time goes on, - we're going to see agents like clients be much more kind of who she on on what I want to - get. - Okay, - I've got a follow up question about KP eyes. - So what? - This project, - we're dealing mostly at the sort of like awareness level of the funnel, - but we didn't really touch the like consideration, - favorability and loyalty. - I'm stages because obviously we're not that far with playground sessions. - But what are some of the basic KP eyes that we would be looking at if we were deeper to the - funnel. - Okay, - so a lot of those would probably be like saying the playground sessions example. - It might be more about looking at the website and how optimize that is, - like, - how many people are considering it might be Hominy kind of clicks through the pages. - They went also had a I'll see if I can get it up now. - I had a slide in the presentation on the different measures. - It was like the different levels and, - uh, - the Triangle one. - Yeah, - is that was one of the earlier triangles. - Look on, - trust this plenty. - Google hang out. - No matter what I do, - it's just getting, - um okay, - I'm just gonna try something. - Wait, - guys, - it's working. - So let me use it. - So this. - Yes. - So this was when I was trying to go further up the funnel, - so, - you know, - into consideration That's more those qual measures. - But I also according consideration kind of sentiment analysis like, - can you see what people are saying about the brand is a kind of improving other, - even talking about the brands like those would be kind of measures you're looking for - consideration. - They're a bit softer, - like I always find, - like, - using, - like, - social volume or sentiment analysis a bit soft in terms of measures. - They're just not hard numbers, - then. - Yeah, - it's much easier to go further up the funnel towards, - like, - purchase because you like getting cost for acquisitions, - and then you can evaluate the media. - So, - yeah, - uh, - hopefully that helps with Yeah, - I kind of like to build that hope here. - I mean, - that whole pyramid out to show the kind of funnel in June, - we're at the front of how do you measure social engagement or what's your take on social - engagement? - Because a lot of people are saying, - like, - clicks and comments on really enough to measure engagement or riel engagement. - What's your taken? - That? - Yeah, - I found Yeah, - I actually came from social media like that's my background before getting into, - I guess. - Digital. - So I kind of know a lot about it. - I find it really hard, - like things like Facebook and kind of pages there, - you kind of you, - you could they go by the number of like, - how many fans have got its 200,000 and then they put a status update out and they get, - like, - 20 people liking it. - And those numbers are so minimal and like, - so small, - I find it hard to like, - really justify. - I think, - um, - like, - for me, - it's like a direct marketing tool. - It's not. - It's There's no real social engagement happening there. - It's on a very small tactical level. - So if a big brands it's really hard, - I'd say like if you're small kind of shop or something, - probably social engagements, - probably more important and you can kind of feel done. - Fans I used to. - I used to put it into debts like You want us? - Obviously you want to say like increase engagement because that's what it means, - more people enjoying it or not. - But it also means you're going to more pickles to use fate. - So you taking up that awareness? - This is kind of interesting numbers that you can put around around engagement to. - One of the ones that I used to use was like the value of your own media, - which is a really kind of interesting equation where what you can do is you can look at how - many impressions or how Maney impressions you've got for that status update, - and then you work out what the cost or like a vice. - How many? - How much that day for what it's based something like so saying we've got a status update - that's going out and it goes out to like, - 500,000 people in awareness. - What I do is I work out okay. - The cost for reaching 1000 friends on Facebook would be like $2. - I'm gonna really stuff my mess up because I don't remember this number, - I said, - But okay, - so in $2 I got 100,000 impressions that $200 or $2000 other nights. - But you can put a value on that for your kind of for your clients. - And I think it's a really nice girl you to give back. - Like where you still waste Jordan client ease. - Love it because it's like a piano matri's that they used to use like what you have. - And maybe I went on a complaint, - tension there that was so far away from the question I have a I have a question on that. - Um, - so you talked about engagement being important on Facebook for smaller brands. - Right yet, - So that's assume that you have. - You have a smaller brand that's getting on the Facebook. - That doesn't have a lot of budget for, - say, - board and advertising get people like their bitch. - How do you reckon engagement should start put? - A smaller brand should be genetic. - You just sent out a link to people like it and then sort of one. - What's the best way do I get? - My question is, - what's the best way to get an audience on Facebook? - Yeah, - I guess the rest would look at It's a intestinal that if this if they're small, - but they've got an audience like people who buy that product, - I think there's probably a number of people who are unaware about it. - So if I switch advertising decline like the white to climb those people, - you don't know your brands on Facebook. - It's not that you really need to start life, - um, - like standing for something or having an opinion. - So I'm working with, - um, - I'm working Sorry for the background noise to a bloody Spanish party happening right next - to me, - so it's a bit left on, - so I'm I'm working with a small brand at the moment on You going in smart picturing welcome - , - Gus. - You They say you're working on like a monkey on a small brand at the moment, - which is like a small fashion, - like Like that in grand where they, - like, - remake, - close. - They like, - they take the clothes you got and then they like, - re upholstered than that. - Like put like, - different. - They can like make Oh, - I'm a bit lost was here they were like a Tyler. - They're tailor their modern day Taylor, - but they kind of make you close cooler. - So what we're working on with them is they got no awareness and they kind of working around - here that there's very little awareness of the product, - Uh, - or what they do. - So what we've done is try to create something that's gonna kind of catch earned media - attention. - So in New York, - at the moment, - everyone kind of is not wearing like he's wearing kind of their jackets cause it's getting - colder and everyone wears north face. - So I took the inside of, - like, - Iran's wearing north face. - These guys can change your clothes so they can give you a bit of character So we're - launching campaign, - which is pretty much like I don't know around the wording, - but it's gonna be like Fuck your nor fake fuck your face. - And so that is a campaign where they get your north face jacket and they re upholster it - for free, - like putting different patterns or change all the clothing. - And so that's really a PR mechanic to get that first earned media kind of voice, - and that won't pay for that. - We might kind of part of the requirement to get kind of the jacket reposted for free might - be like that. - You must kind of join the Facebook page. - It's a bit of a week type because there's no real reason to like it to be. - Spare me. - We might try to work away that it makes it feel like it's a better fit, - but that's kind of a wave, - I think, - for small businesses, - he's trying to get a PR story around it and then kind of rise up there. - Three. - Kind of like the local community. - So another one was like on a local ice cream shop. - I didn't three this, - but they had for, - uh and what's his name from breaking bad. - You know, - if Eisenberg So they had, - like, - the highs and big. - They made a new flavor of Heisenberg like blue crystal or something on. - Then they relates that and obviously, - like it was a limited edition thing in like that would be kind of pay our wheels to keep on - going. - It was that was that ample hills? - I think it was Yeah. - Yeah. - So what we know about it If if anyone else has got out Dees Terry, - please. - I'm speak up because it's not just that, - you say? - Yeah. - Um, - So Alex asked R k p i sitting g if modify or add different ones. - Is the campaign evolved? - Yeah, - I think I definitely do. - I'm kind of change them, - depending on I think, - what's working in the campaign. - But I think you're still trying to, - like, - reach What a view. - First subjective waas. - So Ah, - yeah, - I think he just start to kind of as you kind of change. - What need hymns do you do? - And as you start, - come tweaking as the campaign's going, - you kind of discover what's working and start measuring that. - Excellent. - Does anyone have any other questions? - Yeah, - I took questions regarding a communications framework. - So because we had to use a two types, - right? - So one time for briefing and another time for meditation. - So I was wondering if you use that communication framework always for briefing, - because I think it's much easier to get through the different stages once. - Yeah, - I think I worked both ways. - It depends on the idea. - Like I think, - Yeah, - what once Yet So what happens is once you land the big idea, - I think it's then easy to kind of work out how those two pieces air kind of playing - together on, - but I usually go in with, - like, - a framework in mind. - But then that creative messaging is old blank at that stage grant, - dear. - So I usually I'm usually thinking of that. - But you know, - honestly, - honestly, - kind of changes. - It does involve when you kind of cracked that big idea. - And I think I'm one of the kind of strategist to I feel that once I see good creative idea - , - I kind of back back my strategy into it, - that they kind of called retro for you getting because I just want to support a great idea - like he like, - I think I said, - even if you think back, - just, - like, - get some insights into the idea like most of this. - But I don't work closely more in the creative process in the brand planning and my job. - My still time is just finding, - like finding support for that idea. - The insights that say, - you know, - you know, - there there is this big divide between communications between mothers and daughters. - Like that wasn't the start of the playground sessions, - like deer or even in the creative briefing. - But someone came up with that being the main kind of chasm or area that they are exploring - . - So I'd go and try to find insights to support that. - But yeah, - I'd be interested to see, - like other people, - um, - like, - uh, - comes friend wits and stuff like D Leonte. - Do you guys do that? - They're like, - Is there something else that you use for that or well, - when we really like to use it? - But this is after a creative idea. - What we do is we call it do follow, - which is like a super long, - basically long face plan off the communication them show. - Well, - it's basically like a big, - huge poster, - which you can throw onto two tables. - Then it's reading eyes. - If you have the clients in the conference room and stand in front of the pace, - then and then you go through for left right, - also living more interactive and physical. - And it's basically a chose the Charles. - Yeah, - I think the What was it Because So I chose a different kind of phases in which media guy - into the other ones, - what we basically had to do. - A swell on the separate slides for the different places, - so that works really well. - But I like the idea off thinking about the different kind of messaging within the - communications brain worth even before you breathe the creators. - But I think it's not really practicable, - because should be stupid. - Simple. - Yeah, - a message. - That's why I was wondering, - Yeah, - no, - it's definitely like, - um for that, - like, - well, - example where I ripped from the booking dot com briefing that we did. - What happened? - There was they landed like we hadn't. - We've done like a rough engagement plan. - When they landed the big idea we did and went and worked with the credit director cause we - needed to kind of like houses some stuff really fast. - We worked with the credit director saying, - Look, - we need to do like straight from banner ads. - We need to do a video pre roll and there needs to be like some social, - the object or in traction paste. - And then we went and briefed in specific copywriter. - Out directed seems really narrowed breaks where it's just like you need to show us a banner - ad with this thesis and credit tend not to go too well with that, - because it's like I'd like to keep on thinking about bigger ideas rather than just like - little boxes. - But, - yeah, - that's how I work. - Does anyone else have interesting kind of like ways that you get to the comes framework or - anything you use? - Okay, - um, - there any any questions that comes framework that about the come spring work? - But I have the question about digital strategy. - How do you know what in general? - So do you basically work together with strategic? - That's as a to sometimes yet, - but election? - How do I work in a moment, - or how did I learn? - Um, - because get the question for like, - let's say there's a huge client and you need Teoh wrote out the whole brand strategy. - And what I would think would be probably a good way is if you have a bigger team where you - come by and digital strategist with the strategic that has a bigger focus of France to - energy. - So I was wondering if you work in that kind of consolation in your agency, - or is it most of the time? - So, - um, - a baby, - actually, - no. - Yes. - Sorry it was breaking up. - Isn't my line or I don't know. - Um so in terms of baby h, - the process that we work in, - we've got on in a brand planets, - which kind of come up with the creative briefing, - um, - and kind of the brand thoughts and then But what we call engagement planners or, - uh, - what I call kind of tom strategists. - But I fall into that second camp of like, - a kind of communication strategist, - digital strategist. - It just so happens with a lot of kind of digital briefs that come through. - So what I do is I usually work with a brand finer up front up front, - and I don't actually right. - I probably wouldn't be three briefs in my whole life. - Um, - it's just not my not my bag. - What I do is I come on at the end of the process and really work out the maybe a framework - that comes from where and on how The idea how you land that idea in the KP eyes. - So I'm definitely Maurin the I guess, - the field of, - like, - calm strategist, - like working at the media and what he had a land that I do in the media and in the digital - environment rather than, - uh, - yeah, - I wouldn't I can't even call myself a strategy planner, - I think because I don't I don't possess the skills of brands ran planning. - Okay, - well, - just to follow up that question Julian is do you find it Now? - There's becoming almost like people are being specific type of planner and like, - you have a specialty within planning. - Yeah, - I think this I think that the bigger agencies is definitely that if you're in agencies - where there's like like 500 to 1000 people, - you could definitely be like and specific to certain, - like media like social media, - strategist or, - you know, - mobile strategist or kind of different kind of getting very close. - But what I tend to see in terms of like, - planning, - I just tend to say, - like, - sounds either like a brand planet. - All there comes plan a slash kind of engagement planet. - That's the biggest about S E on and then under engagement planning. - That's probably where you got mobile planners s social media strategists and that that's - kind of how we sit in outing. - But I know there's mobile strategists that, - like being different on a different shops, - I think, - like I'd be interested to hear your thoughts on it because what I've seen with a lot of - mobile strategist is a lot of their job is also user experience And that, - well, - yeah, - definitely, - because the phone, - you know, - is that different interaction than online and everything. - There is a whole different kind of way to approach it. - But I guess also, - the way that we work here is that we kind of view mobile as a part of all the other sort of - marketing channels that are going on. - So I always find myself having to step in and be part of whatever else is going on in the - sort of advertising space for that brand. - So it's almost just a way of fitting it in because there's that 1 to 1 connection with the - phone to the individual and kind of extending that messaging from maybe if it's broadcast - or online so that you can always have that kind of direct connection is the way that you - seem to be working here. - Yeah, - it's great quick options about Yeah, - well, - I'm back to my question. - Wait, - Don't tell me after I had just another follow up question. - So what insurance company Meet ghosting guys and says we are not sure if we should go into - social media. - Who would do that? - The brand specious, - or you, - uh I think we would work together to do it. - What I would say that it would be like I would probably work Teoh build a case to show kind - of other competitors in that space. - So I'd be doing I guess, - the insides mining. - Yeah, - I think I think definitely before on my my shoulders and then the brand plan of my just - show how but community rating that area ST my knowledge of brand finding is so like, - yeah, - I definitely said. - That's May his brand planning. - I think that might be out of Just sit, - show how the like the the voice could evolved with those channels. - And Howard Yeah, - yeah, - I guess. - No news. - A your head on and everything. - So you probably don't have those cases too much right here. - It's a secret behind. - We got anyone that now applies catching up Onda. - A lot of times we get clients that asked, - Do you think we should do digital? - But we don't know what degree makes sense while brand. - So then we have to say Right? - Yeah, - I definitely had that case when I was in Australia, - especially around the 2010. - And just trying to, - like convince brands to get into social media were breaking a lot of brands into social - media. - And yet it's a big It's a big kind of education job, - you know, - you're teaching them and then showing their competitors in that space and then rolling that - rolling that up. - But yeah, - here. - Ah, - yeah, - Thank your luck. - It's It's too big a problem. - Like I've been cancelled it brands yet spending money in digital and stuff. - But then again, - I don't see it is going like I was as surprised. - I thought America would be so far ahead, - like New York would be so far ahead of other countries and Australia and not really - struggled. - But I don't find that that's the case. - I feel like it's evolving at the same pace. - Like I think social media is by more evolved in probably like a stray. - The things they're doing there and the conversations they're having, - their really kind of like on what I had been doing. - Good stuff, - just the budgets, - minister. - The budget to your maxi. - Yeah, - but it's it's it's not a good thing I don't I don't say it is kind of a good thing because - I get really frustrated Kiss things cost like I'm not. - That costs $5000 back home. - Why we charging $100,000 obviously you just like and things just don't get my It's really, - really But where people get to see your stuff, - Yeah, - more people get see stuff, - but you don't make anything. - Well, - that's what I found. - Anyway, - I've okay. - So for instance, - like when I was back in Australia two years ago, - I would have launched an executed about 35 campaigns. - Thesis year. - I've done zero campaigns last year, - added one campaign. - Okay, - Yeah, - say And it's really it's really important to kind of like launching and and constantly like - pushing things out. - The door is the best thing, - since that's where you learn everything like And that's really hard for May, - because that's how I learned by doing and then seeing the patterns and what works and what - doesn't and working out and having a really good cross with, - like, - meteor and running major and stuff and saying now finding very, - very hot because I'm not made not making anything I'm, - you know, - in that three model that I showed time, - like teaching production and analyzing. - I'm just all up in that front stage of picture, - in picture, - in picture and pitching's pitching heaps of really, - it's just really hard to sell stuff. - Do you think it's like a face or I think it's a general problem. - It's a general US problem. - Maybe just we get brands, - it takes more levels of you're Chrissy, - I guess, - to get through and also the fact that I met a traditional creative agency. - I'm not at it. - If I was at a digital agency, - I think I'd be making a lot more work. - But because it's kind of a double selling your creative agency. - So your traditional agency, - so you can't struggle to sell things to sell things in, - and then you I should say they come to you for TV ads. - That's what they know. - They know you for your great and making TV yet? - No, - you got a digital agency so they don't need another. - You know, - they didn't need in the emergence. - Probably have a lot of clients who want to evolve into boarded will take a while. - Yeah. - Yeah, - I think there's an this problem, - his frustrations on both sides. - I guess you're you're doing Are you doing anything to, - like, - push your digital expertise to the clients? - Because it's like a little bit stage were in s name agency right now trying Teoh like, - push the digit illness in this ABC Steve. - But if you have it, - you have to also sell it to your client. - What I doing in a direction to convince them that you're just is good or, - uh, - experience in digitalis? - Yeah. - So I think on the the being that does that the best at baby, - actually, - probably the Baby H labs. - I don't know if you're familiar with it, - but it's kind of Twitter handle and way great work through there. - The whole The whole reason for that is to really try to push it. - Teoh Push works that clients wouldn't buy it and that really kind of show off their - expertise and then also work out team in a way that they're currently kind of not working. - So baby excellence does that. - And there's also a lot of kind of there's a lot of thought leadership pieces on the block - there on. - But yeah, - that's kind of the other thing I do, - I guess, - to make sure that I'm still on track and stuff and to help. - The agency's on doing kind of like side projects and stuff. - So, - you know, - doing like, - uh like I've done. - I looked up myself to coat this year and then, - like, - executed a number of little small projects that may kind of stay sharp and one that - different kind of tactics and how it all works together. - Andi, - I think that's important to to get you kind of name out there and kind of put those places - out there and then push it out to the kind of maybe a look here. - You know, - Adweek, - um you know, - the different blog's your digital buzz Blawg, - Adweek at age agency spy. - And make sure that information gets out there and then also be speaking on panels. - And when that contribute movie credits, - that weighs. - Well, - how did you go about learning? - I'm just curious about, - like, - what language? - And just your process of sort of jumping in and going from strategy to actually, - like, - hands on doing stuff. - Yeah, - I'm so what I did was I, - um, - headed us that so I started with card Academy Cared Academy. - Yeah. - Yeah. - I didn't find that useful little No. - I felt like it was a game. - I felt like I was saying and, - uh, - like, - um th