Post on 15-Sep-2014
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DRIVING ACTIONS AND REACTIONSLindsay HerbertMark Russell
A BIT ABOUT PRECEDENT
LONDON
EDINBURGH
CARDIFF
PERTH
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
STORY
Our strategy
• photo of a kangaroo with a laptopOUR STRATEGY
OUR REACTION
STRATEGY
VS
REACTION
Responding to what you can’t control
Setting a course based on objectives
1) Communicate2) Customise3) Create
WAYS TO REACT: The 3 c’s
WAYS TO REACT: THE TACTICS
Communicate
Customise
CreateDigital assets
Personalised experiences
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
community1. 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)
‘Pandaing’ craze comes to the UK
Tech sector lawsuits quadruple
Government pledges heritage funding
An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes.
The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities.
The government has announced “an unprecedented commitment to investing in heritage across the country.”
15 May 2014
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. Optimise based on user and device context
(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)
‘Pandaing’ craze comes to the UK
Tech sector lawsuits quadruple
Government pledges heritage funding
An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes.
The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities.
The government has announced “an unprecedented commitment to investing in heritage across the country.”
15 May 2014
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)
‘Pandaing’ craze comes to the UK
Tech sector lawsuits quadruple
Government pledges heritage funding
An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes.
The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities.
The government has announced “an unprecedented commitment to investing in heritage across the country.”
15 May 2014
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
VS
WAYS TO REACT: THE TACTICS
Communicate
Customise
CreateDigital assets
Personalised experiences
Device context
Online services
Community engagement
TACTICS FROM YOUR STRATEGY
Content strategy
Mobile strategy
Customer experience strategy
Personalisation strategy
Social media strategy
Digital assets
Device context
Online services
Personalised experiences
Community engagement
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REMEMBER THE KANGAROO?
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