Driving Actions and Reactions - Edinburgh 20/05/14

transcript

DRIVING ACTIONS AND REACTIONS

Lindsay HerbertRobert van Tol

@lindzeiy @precedentcomms #precsem

A BIT ABOUT PRECEDENT

LONDON

EDINBURGH

CARDIFF

MELBOURNE

HONG KONG

WHO WE WORK WITH

OUR REPORTS

THE REPORT

• Strategy vs. reaction• How to use tactics effectively• What does it all mean?

BY THE END OF THE DAY

Precedent’s storyPRECEDENT’S

Our strategy

• photo of a kangaroo with a laptop

OUR STRATEGY

OUR REACTION

STRATEGY VS REACTION

Responding to what you can’t control

Setting a course based on objectives

1) Communicate

2) Customise

3) Create

WAYS TO REACT: The 3 c’s

WAYS TO REACT: THE TACTICS

Communicate Customise Create

Digital assets

Personalisedexperiences

Device context

Online services

Community engagement

TIMEFRAMES

Immediate Soon This year

COMMUNICATE, CUSTOMISE, CREATE

DRIVING ACTIONS AND REACTIONS

NEED TO ACT IMMEDIATELY?

COMMUNICATEUse your digital assets and your community

“We wish Cancer Research every success in their campaign and their goals. Polar bear selfies are harder to come by, though as far as we are aware none wear makeup”

IN SUMMARYUse your digital assets and your community

1. Don’t just follow the crowd (Super Bowl)

2. Tailor content to be topical (Flickr and Polar Vortex)

3. Do better than the average Joe (TFL)

4. If you’re going to weigh in, take a stance (Ok Cupid)

5. Claim ground when you’re relevant (Cancer Selfies)

6. Create responses quickly (BodyForm and Dissolve)

Fire shaft craze worries fire service

BoE spooks mortgage market

Government pledges new Arts money

Edinburgh Festival organisers and

Lothian and Borders Fire Service

chiefs are in discussions about the

new wave of unregistered fire acts.

Governor of the Bank of England issues warning

over financial instability of the housing sector

could cause major problems for the UK

economy.

New technology investment in Edinburgh’s national

art galleries should open up the arts to new

Scottish audiences.

15 May 2014

What would you do

to make people more

safety conscious and

get the Fire Service

brand seen

NEED TO ACT SOON?

CUSTOMISEFor the user and the device context

• Tesco bank – trend of people doing more on mobile

Customise for the user and the device context

IN SUMMARY

1. Learn to read the data (Target)

2. Adapt to feedback (TFL and Royal Yacht)

3. Change the mobile homepage in a pinch (DEC)

4. Tailor functions to real life needs (Perth and Starbucks)

5. Tackle misunderstandings head-on (Anthony Nolan)

6. Buck trends to uncover new markets (Tesco)

economy.

Scottish audiences.

15 May 2014

What can lenders do

customise their

website & mobile

offering to ease the

fears of would-be

buyers

NEED TO ACT WITHIN THE YEAR?

CREATEBuild entirely new online services and offerings

Universities rolling with the times

Build entirely new online services and offerings

IN SUMMARY

1. Don’t assume you’ll always be on top (iTunes)

2. Blend automation with engagement (McDonald's)

3. Eliminate barriers with real life (Cardiff University)

4. Adapt to changes in the sector (BMA)

5. Anticipate new tech (Moto and Hendersons)

6. Use tech to solve logistics problems (Beacons and St. Andrew’s Links)

economy.

Scottish audiences.

15 May 2014

It’s been decided to

install Beacons and

develop a companion

app – what would

this do

BUT WHAT DOESIT ALL MEAN?

• Strategy vs. reaction• How to use tactics effectively• What does it all mean?

BY THE END OF THE DAY

STRATEGY REACTION

Responding to what you can’t control

Setting a course based on objectives

WAYS TO REACT: THE TACTICS

Communicate Customise Create

Digital assets

Device context

Online services

TACTICS FROM YOUR STRATEGY

Content strategy

Mobile strategy

Customer experience strategy

Personalisationstrategy

Social media strategy

Digital assets

Device context

Online services

REMEMBER THE KANGAROO?

LINK IN WITH US:

Driving Actions and Reactions - Edinburgh 20/05/14

Business