The slides from

2. (Some) Digital Planning Basics
Planning Bootcamp Guest-Lecture @MiamiAd School
| Christian Riedel | @mindcaffeine | 2011
*All pictures used for educational purpose only*

3. ny).
as e asy (in Germa
ng a holiday w e to Italy in a be
etle.
In 1960 planni driv
ant, you would
Whatever you w

4. t.
her eever you wan
Toda y you can go w sy.
ning less ea
n
That makes pla at y ou want and de
cide.
tment.
You h ave to know wh o greater ris ks of disappoin
Greater oppo rtunities but als

5. Marketing knows
this dilemma.

6. .
For t hem planning was easy nd up in „Media It
aly“:
oals - they would e
Whatever the g
V.
Print, Radio, T

7. es.
infinite digital spac
Today you can go tosy.
g less ea
nnin go. e where to
That makes pla want and decid
o w w h a t yo u ter risks of disa
ppointment.
You have to kn t also grea
Greater opportunities bu

8. Digital is E
Digital is no
v
ery-ware
t a channel.
obiquious o Th
perating sys e web is like the
every plann tem of our s
ing will beco ociety. So
somehow! me digital p
lanning
h"p://www.flickr.com/photos/bareform/2458260304/sizes/l/in/photostrea

9. Everything
is connecte
d.
The Opera The TV-Spot
The
The TV Social Media The The
Idea The Book Multimedia
Plattforms Mobile Gaming
The Cinema Website
The Theatre Experience Experience
The Newspaper
Layer of Plattform Digitalisation Socialisation Mobilisation Gamification
Separation Layer Layer Layer Layer
Ideas created for a Idea is released Adds Social Context Makes everyting Everything can become a game.
specifc media-plattform from plattform. to Digitalized Content digital mobile Digital Gaming adds:
Combines formally Dialogue Co-Creation Virtual and Physical Particpation Alternate Reality
separated Space blurring into
media plattforms Sharing&Spreading each other Points/Batches Immersive Graphics

10. arengto.ogle
oe transp ill
is mbe r n the webgs eop efects will
le w
.P
g
Ev e rythin es will o ng thin or d
AIDA
nd do hidi
ve r a bra facebook. So t.
Whate are it on icul
sh m ore diff
it and re a n d
beco me mo awareness/interest/desire/action
Greenpeace attacked
Volkswagen
for lobbying against a
Climate Agreement by
mocking their most
sucessful ad. People
occupied the VW
Facebook Pages with
critique.
AIGDAF
awareness/interest/google/desire/action/facebook

11. their o wn voice now.
People have can start a global campain.
y
Today everybod

12. It is just the
beginning.
Office Vision by Microsoft, 2009

13. Digital Pla nning is a constant
.
endeavor into new territories
es the route into
scrib
A Digital Strategy de
these terretories.
Where
do we have to go?
What do we have to do there?
=
Digital Planning

14. „Nobody k
nows anyth
Don‘t look fo ing!“
r rules.
Look out for
principles.
Title: „The new rules of Web 2.0 Marketing and PR“
I took this photo at my favourite book-store. It is the book for
1€ box. It shows to me how fast rules are outdated today.

15. Principlse es
g
Digita l PlanniIn o fall into the
gs d
thin
M ost of the INSIGHT
s. 02 INSPIRE IDEAS
categorie
01 FINDING INSIGHTS
Digital
Culture
k
Tec ttform
or
Pla
mw
hno s
Tea
log
ve s
y+
ati ue
re hniq
C c
Te
Peo
ple
Moderation
Brand
GOALS IDEAS
Story
Technology
d ing Aes
rea the
tics
Sp Pa
Me rtic
ch ipati
an on
D ic -
M istr
ec ib
ue
ha uti
Measure
og
ni on
c
al
y
nt
Di
ilit
Engageme
ab
04 MONITOR 03 WRITE
Us
ment
FEEDBACK IDEA „Business-Plans“
ROLL-OUT

16. 01 Finding Insights

17. No insight or strategy without clear goals.
.
But goals need to be transformed into user actions
Goals Actions
Buy
Sell
more
stuff Like Get
Coupon
Branding Share Request
Try
Awareness
Play Download
Fan-­‐Building Read
Leave
Email-­‐Adress
Loyality
Comment
Spreading
Product
InformaUon Read
later
Bookmark
Market
Research add
to
shopping
cart
Product
Test
Digital Strategy =
How do we get there?

18. First: Get the whole
picture with a
Consumer Journey

19. http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
ail
Look at every det experiencex.perience?
e
rvice
duct or seital offer enhance the
of the proHow can a dig roduct/servic
e
Ask yourself
: if the p
warenes s won‘t help,
B eware that a
‘t good.
ex perience isn

20. For me an Insight is:
• the reason for people to take action
• the reason for people to change behaviour
• the essence of the information you have.
• a need not yet fullfilled
• an unseen truth
• the opportunity to do cool stuff.
• an observation that makes you say: „Oh that is funny!“
• a story about the brand that needs to be told
It is always the answer to the question:
„Why the f*ck should people care?“

22. Insight-Example: Fanta
Teens play games about Develop a cooler design for
embarrassment in forum. such games.

23. ight.
Fields to look for an insiration just from other
sp in
Focus on your task. Seeking
e you a strategy
brands ‘ advertising cases will mak
copycat.
Brand Company
Copy
People Tech. a
Case

24. Basic Planning Skills
Curiosity
Desktop Research
Interviews
Field-Observations
Handling Information
Finding Insights
Plus:
- New digital sources for research
- New digital trends to watch
- New digital tools to organize information

25. 5 Digital Sources to start with

26. http://www.google.com/insights/searc
h/
Google Insights shows real interest in a
brand.

27. https://adwords.google.de
The Google Keyword Tool shows the ex
act words
people are searching with in connection
with a brand.

28. http://www.google.de/blogsearch
Google blogs crawls the bloggoshere for
opinions.

29. www.twazzup.com
twazzup is an easy twitter search engin
e and
shows real time opinions.

30. http://compfight.com/
Compfight is a flickr search engine.
It shows what people like to photograph
in
connection to a brand. Great for visual
concepts and inspiration.

31. http://www.facebook.com/ads/create/
Facebook Ad Manager allows real tim
e
visualisation of target groups and int
erests
on facebook.

32. 4 Digital Trends to watch

33. 1. APIs
API=Application Programming Interface
An API allows to tranfer user-data from
one
service to another. Understanding the
principles of APIs helps to inspire data
driven
ideas.
Read: http://developers.facebook.com/do
cs/coreconcepts/

34. 2. Internet of Things
How can products communicate onlin http://vimeo.com/4871618
e?
Read: Practical Magic by Russel Davie
s
http://www.thinkwithgoogle.com/quarterly/
innovation/
practical-magic.html

35. 3. Gamification
How to drive online engagement with
gaming mechanisms.
Read: Getting Gamification right by Seb
astian Deterding
http://www.slideshare.net/dings/meaningf
ul-play-getting-
gamification-right

36. 1:
Digital Basis
Convergence
torytelling
Interactive Ss/Games
Application
Narrative Branded
Data & Software
Experience
Convergence
Transmedia
Storytelling
lling
ytelling Brand Storyte elations
„Cla ssic“ Storn/Theater Branded
R
Advertising/Pu
blic
tte
/Wri
Cinema/TV Entertainmen
t
2:
2. Transmedia Storytelling Digital Basis
Social Media
How to tell stories beyond digital pla
ttfor ms.
Read: Conversion Culture by Henry Jen
kins (*BOOK*)

37. 3 Tools to help you organize

38. Google Docs
docs.google.com/
Write documents and presentations as
a team.

39. Google Docs
docs.google.com/
Write documents and presentations as
a team.

40. Google Reader
reader.google.com
RSS.
Follow blogs on diverse topics via

41. Evernote (or Springpad)
www.evernote.com
ud.
Keep your notes stored in the clo

42. 02 Inspire Ideas

43. Fight for Integration
shouldn‘t stop with a
When doing digital stuff planning
part of the whole
creative brief. Fight for becoming a
creative process.
Slides from: http://www.slideshare.net/hackemer/ideas-idea-ideas-strategy-talk-with-mas

44. ng
Get into moderation and coachi
more diverse. They
Digital teams become more and
guages. As a planner
might even speak in different lan
em.
you should moderate between th
Copywriter AD
Strategist
Interaction Software
Designer Developer

45. es
reative Techniquridge between
Learn C ey are a great way to
b
th
because sets.
diffe rent mind
http://www.mycoted.com/
Category:Creativity_Techniques http://www.amazon.com/Gamestorming-Playbook-
Innovators-Rulebreakers-Changemakers/dp/
0596804172

46. 03 Writing an
IDEA Business Plan

47. A Digital Idea Business Plan aggregates the
thinking behind an idea. It shows the client: why it is the best solution, why
people will like it and what you expect from it.
I call it „business plan“ because what you do is similar to a start up
that wants to win an investor. Only the currency is different.

48. WHY writing it?

49. Brands are
Your Faceb not alone!
ook Stream
the web-exp is a
erience: Eve great metaphor for
everybody is ryth
just a click a ing and
drops in eve way. And ne
ry second. w stuff

50. s.
You ca n buy awarenes
.
N ot Engagement
h"p://www.happyplace.com/4286/brilliantly-­‐sarcas:c-­‐responses-­‐to-­‐completely-­‐well-­‐meaning-­‐signs

51. er.
Digital is an Off

52. ?
Why sho uld people care
?
Or even particpate

53. Because you do som
Check out the create
e thing for them!
meaning-project:
www.createmeaning.c
om

54. t to
You nee d an experience people wan
participate in.
Thinking
in
Experiences
Us
ce
ag
oi
Ch User Experience
e
Story/ Design
Offer
Mechanic Technology
Talking about it

55. wn.
And distribute it on your o
Idea Owned Paid Earned

56. Example: NIKE GRID
LONDON
http://vimeo.com/125
14518

57. from messaging to Experience
from aesthetic overpromise
to storytelling
and interruption
and software
from target group to participant
from awareness to engagement
from buying space building own
distribution

58. Action speaks louder than words. But fails faster.
ww
w.n
ikegr
id.c
om
Telling Doing
Die creates a digital offer.
The agency spreads messages
Predictability ( - )
Predictability ( + ) Engagement ( + )
Engagement ( - )

59. Uncertainty makes c
lients shiver

60. so
s iness Planning“ is
That is why a „Bu
important. ine: http://tinyurl.co
m/3esz8f7
ad m
If you like to downlo

61. 04 Monitoring
Feedback

62. Digital is like curling:
You have to adjust a running system to reach
your goal.
http://www.mentalfloss.com/blogs/wp-content/uploads/2010/02/curling.jpg

63. You are always in beta
picture by David Amaro
http://www.flickr.com/photos/7855449@N02/3253525427/in/set-72157606844282993

64. Track and Adjust
Statistics
Observations
 User Insights
 Nuber of Fans /  Community
Cost per Fan Feedback
 Interaction: Likes,
Comments, Shares  Tonality
 Ad/Keyword
Performance  Multiplicators
 Referral-Trafic
 Conversions  Topics

67. Monitoring Services like Radian6

68. Christian Riedel
Communication Strategist + Story Architect
„I build stories beyond media borders“
@mindcaffeine on twitter
christian@creativeglasses.de
creativeglasses.blogspot.com
www.creativeglasses.de