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Digital Planning: Designing for Networks

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Digital Strategy 101

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Skillshare Class: Final Presentation for ‘How to Create A Great Social Media Strategy’

January 23, 2013 Leave a comment

In December, I wrote some initial thoughts about my first Skillshare class. I took the course for a few reasons:

 

 

  • I’ve tried some other online learning tools in the past with varying degrees of success (Textfugu is awesome for learning Japanese, while Udemy was frustrating for learning HTML and CSS). The biggest benefit of Skillshare is that it is INTERACTIVE. I think this is critical to learning anything, since passive participation severely limits your ability to immerse yourself in a given topic of study. Skillshare was an opportunity to push myself outside of my comfort zone and get my hands dirty. 
  • I wanted to get a solid overview of Digital Strategy. My background up until this point has been in traditional strategy focused on the U.S. Hispanic market. Expanding my knowledge was important to me; it’s time to adopt a digital worldview.
  • Digital expertise has become an essential skill set. Digital will account for one in five ad dollars in 2013. Clients and agencies are looking for, at the very least, a basic understanding of how digital applies to their brands. The more you can add to the discussion, the more valuable you become as an asset.

 

Anyway, I’ve embedded my final presentation for our client Vastrm below. I had received some feedback from our instructor, Julian Cole, to strengthen the consumer portion (attitudes, behaviors, etc.) and flesh out the Big Idea, so that feedback has been incorporated into this version.

If you have any questions or comments about Skillshare, the class or this deck, feel free to add them in the comments section or contact me on Twitter — @DennisDemori.

 

 

LEARN MORE ABOUT SKILLSHARE:

Upworthy’s Lessons on Creating a Viral Hit

January 12, 2013 Leave a comment
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Skillshare Class: How to Create A Great Social Media Strategy

December 17, 2012 1 comment

Last week I started a new Skillshare course, “Create a Great Social Media Strategy,” taught by Julian Cole (@JulianCole), Digital Strategy Director at BBH New York.

This course has FAR exceeded my expectations. It’s given me a fantastic introductory understanding of Digital Strategy, but it’s also helped me connect the dots and get a better handle on traditional Planning. And there’s still one more week to go.

I’ve attended Miami Ad School’s Account Planning Boot Camp, read the popular Planning books (Truth, Lies and Advertising; Eating the Big Fish, etc.) and blogs and I’ve also worked as a Strategist for almost 3 years, but this is really the first time someone has given me a comprehensive overview of Strategy that connects all the dots. Up until now, I think I’ve done what a lot of other Strategists do: piece information together here and there and just learn on the job. That’s one way to do it, but I wish there were more resources like this class available.

Anyway, I can’t say enough good things about Julian, the course and Skillshare in general. It’s reignited my passion for Strategy and I’m already looking forward to my next Skillshare class. I’m posting a few decks from the course below. You can check out the rest of Julian’s decks on Slideshare.

Digital Snapshot – Week ending 9.28.12

September 30, 2012 Leave a comment

MySpace Relaunches

I have to say, that after checking out the new promo video, it looks kind of…awesome. It really does. The new MySpace is what I imagine a cool, modern social network would look like and Facebook appears boring and unimaginative in comparison. The site design is fresh and the gaudy, bloated layouts are gone, but featuring new investor Justin Timberlake as a draw for users is a bit too much.

Myspace isn’t dead – yet, but the new site design might be too little, too late to resuscitate the flailing social network. The big question is: who is going to use it? If I was advising MySpace, I’d initially position it as the edgy alternative to Facebook (think Mac vs. PC) for teens who have grown weary of Facebook’s ubiquity.

Apple Maps

In case you didn’t hear (or experience it firsthand), Apple released its new Apple Maps on iOS6, replacing Google Maps on iPhones and iPads to limit Google’s presence on their products. Feedback across the web was negative, mainly due to bugs, but Apple’s already working on improvements. Although a lot of users have been unhappy about the change, it was probably only a matter of time. Long-term, Apple will continue to improve the product and its integration, while strategically it makes sense for Apple to distance itself from Google.

Dropbox Integrates With Facebook

Facebook users will now be able to share Dropbox files, folders and pics within Groups. This is huge for Dropbox, given the size of Facebook’s user base. This new storage capability also makes Facebook a stronger challenger to Google Drive, with the added benefit of increased user engagement and time spent on the site, which could appeal even more to advertisers.

Environment As A Factor for Behavioral Change

April 15, 2012 Leave a comment

I’m currently reading “The Personal MBA: Master The Art of Business” by Josh Kaufman. One of the concepts that stood out to me is Guiding Structure:

“Guiding Structure means the structure of your Environment is the largest determinant of your behavior. If you want to successfully change a behavior, don’t try to change the behavior directly. Change the structure that influences or supports the behavior, and the behavior will change automatically.”

As Planners, we’re always talking about influencing behavior. I think one mistake we may make is that we’re always talking about trying to influence behavior directly.

We see this constantly in mobile: Many apps are created with very little consideration to the environments people will be in when they use them. Some of the best apps, like Layar and other location-based apps have geotility incorporated into their DNA.

Environment is something we often neglect, but it’s an important factor we need to consider, especially as brands struggle to increase relevancy in digital.

Categories: DIGITAL Tags: , ,
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