![Page 1: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/1.jpg)
Digital Communication Strategy
Steinar Danielsen
Creative director and co-founder of
![Page 2: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/2.jpg)
what can the internet provide a brand?
![Page 3: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/3.jpg)
differentiation integrationamplification
‣‣‣
what can the internet provide a brand?
![Page 4: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/4.jpg)
/ differentiation of the brandDelivering a service or product via information,entertainment or other added values. In a waythat separates a brand from it’s competitors.
![Page 5: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/5.jpg)
Project: Position Sony Bravia as the top brand for flat screen tv technology
Strap-line (promise): “Color like no other”
Strategy: Build awareness and expectation via the web using social media
Follow up online launch with traditional media buyout.
Use web as a channel for feedback and extension
![Page 6: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/6.jpg)
![Page 7: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/7.jpg)
![Page 8: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/8.jpg)
Differentiation
Delivery
Brand Identity Design
Qualification Benefit Experience
Separate
Build relations
![Page 9: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/9.jpg)
/ integration of the brandThe internet can help integrate multiple brand-building approaches on one common platformproviding synergy and consistency.
![Page 10: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/10.jpg)
![Page 11: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/11.jpg)
![Page 12: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/12.jpg)
![Page 13: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/13.jpg)
"Some people only go to MySpace. It's where they're on allday. Some only go to LinkedIn. Our goal is to make sure thateach supporter online, regardless of where they are, has aconnection with Obama,"
Scott Goodstein, Obama’s digital campaign manager
![Page 14: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/14.jpg)
![Page 15: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/15.jpg)
"Because of the Internet, Obama has built a movement.He's leading a cause.”
Alex Castellanos Washington Post
![Page 16: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/16.jpg)
![Page 17: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/17.jpg)
![Page 18: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/18.jpg)
SearchEngines
Mainsite
Banners
Viral
Web-PR
Campaignsites
Bloggs
Communities
Brand
![Page 19: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/19.jpg)
http://www.aglassandahalffullproductions.com/
![Page 20: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/20.jpg)
![Page 21: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/21.jpg)
![Page 22: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/22.jpg)
![Page 23: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/23.jpg)
![Page 24: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/24.jpg)
http://skittles.com/
![Page 25: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/25.jpg)
http://skittles.com/
![Page 26: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/26.jpg)
http://skittles.com/
![Page 27: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/27.jpg)
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
![Page 28: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/28.jpg)
Brand Message Audience
![Page 29: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/29.jpg)
Brand Message Audience
![Page 30: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/30.jpg)
![Page 31: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/31.jpg)
“What can I learn from you?”
“What can I get from you?”
![Page 32: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/32.jpg)
Let go of the campaign mindset. Digital is not like traditionalmarketing...digital never ends.... If you're not sticking around totransform that attention into new relationships, you're wastingyour effort.
http://www.mikearauz.com
![Page 33: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/33.jpg)
![Page 34: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/34.jpg)
![Page 35: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/35.jpg)
![Page 36: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/36.jpg)
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
![Page 37: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/37.jpg)
/ amplification of the brandAdding continuity and depth to marketingprograms.
Increasing engagement and providingdetailed feedback via measurable effects.
![Page 38: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/38.jpg)
![Page 39: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/39.jpg)
Social media marketing is not a replacement for othermarketing tactics. Success with social media toolsrequires time and effort, not money.
Gerd Leonhard http://www.mediafuturist.com/
![Page 40: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/40.jpg)
/ Enter the experience culture
![Page 41: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/41.jpg)
The progression of economic valueJoseph Pine “The experience economy”
ServicesExperiencecommodities
Goods
Extract Make Deliver Stage
![Page 42: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/42.jpg)
![Page 43: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/43.jpg)
![Page 44: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/44.jpg)
![Page 45: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/45.jpg)
For the customerImproves the runners experience
Provides valuable statistics distance, time,calories etc,
Allows the runner to share a personalgoals, challenges and soundtracks
Makes you part of a community - challengeanyone anywhere to a race
For Apple and Nike
Positions both as innovators
Creates returning traffic
Increase sales in itunes
Increase sales of nike products
Promotes brand loyalty
![Page 46: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/46.jpg)
What should a brand do on the internet?
![Page 47: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/47.jpg)
Take it seriously! (your customers do)
Think web and not just websiteCreate open discussionsListen & Learn Adapt & EvolveExperiment
‣‣‣‣‣‣
What should a brand do on the internet?
![Page 48: Digitalcommunicationstrategysn 090602093708-phpapp02](https://reader033.vdocuments.site/reader033/viewer/2022051816/54468e75b1af9fe83a8b4628/html5/thumbnails/48.jpg)