THE MEDIA STRATEGY GAME

Transcription

1 THE MEDIA STRATEGY GAME FOSTERING COMMUNICATION ON MEDIA STRATEGY HARRY VAN VLIET, CHARLOTTE VAN NUS, ROGIER BRUSSEE, JEROEN NOBEL

2 Order in Chaos

3 TYPICAL QUESTIONS WE GET We want to do something with Facebook and Twitter! We want to create a genuine experience We want to use co-creation! We want to design a new crossmedial strategy!

4 RELATION BETWEEN GOAL AND MEANS Not every means is suited for every goal Not everybody agrees on goals Not everybody agrees on means The means are not the same as an actual activity Good intentions don t create results.

5 RELATION BETWEEN GOAL AND MEANS Not every means is suited for every goal Not everybody agrees on goals Not everybody agrees on means The means are not the same as an actual activity Good intentions don t create results. Forgotten question: WHY ARE WE DOING THIS?

6 GOLDEN CIRCLE SIMON SINEK

7 RELATION BETWEEN GOAL AND MEANS Not every means is suited for every goal Not everybody agrees on goals Not everybody agrees on means The means are not the same as an actual activity Good intentions don t create results. What Is needed is Media Strategy And Tactic

8 STRATEGIC MODEL

9 FROM STRATEGY TO RESULT

10 AIM OF THE GAME Superficially: find 4 matching cards Goal, means, activities results Reality: Foster discussion Reflection

11 PSYCHOLOGY Game forces to make choices Game restricts choices with prefab cards. Everybody has willingly submitted to rules of the game Levels playing field between CEO and (wo)man at counter Pretext of game opens up discussion

12 GAME PLAY

13 GAME PLAY

14 DISCUSSION

15 THE GAME BOARD

16 PLAYING CARDS verschillende Voorbeeld kwartet kaarten elers, kan er den. Hanteer dslimiet. INNOVEREN MOBILISEREN ORGANISEER EEN WEDSTRIJD MEER NIEUWE PRODUCTEN/ DIENSTEN DUURT TE LANG OM TE REALISEREN DOELEN INSTRUMENTEN ACTIVITEITEN RESULTATEN FAALFACTOREN h Als aanvulling op de spelvormen B en C kunnen de faalfactorkaarten worden ingezet. Het doel van deze kaartjes is om de discussie over gemaakte kwartetten verder te

17 Goal" = Strategic Goal(s) of the organisation! Consolidation! Innovation! Growth! Reach! Cost Reduction! Customer satisfaction! Profit! Efficiency! Social Relevancy! Market share! Professionalisation! Greenness!..!

18 Instrument" = which tactic to reach goal?! Training! Branding! Co-Creation! Sharing Knowledge and Experience! Promotion! Listening! Dialogue! Recruitment! Service and Support! Informing! Sale! Word of Mouth! Reputation! Mobilisation! Build trust!

19 Activity" = concrete activities to realise a tactical instrument! Start a LinkedIn group! Create a Twitter account! Build a website! Organise an event! Distribute a podcast! Organise a roadshow! Advertise in a newspaper! Make a game! Distribute a viral! Put videos on YouTube! Ontwikkel een mobiele app! Maak een nieuwsbrief! Deel flyers uit!

20 Result" = the (measurable) result of the performed activities! More people involved! More people reached! Higher customer satisfaction! More visitors/customers! Better reputation! Better brand recognition! Betere mond op mond reclame! Betere service! Meer nieuwe bezoekers/klanten! Snellere verspreiding van communicatie! Vergroten Klanttrouw! Meer nieuwe producten/diensten! Meer werk! Minder kosten!

21 F Red Card" = Fail Factors that make a plan unrealistic! Too expensive! Insufficient expertise! Bad experiences! Unclear goal! No fun! Uncertain revenue! Too much competition! Too much bother and organisation! Irrelevant for the target group! Technologie te complex! Technologie te nieuw! Te weinig middelen voorhanden! Duurt te lang om te realiseren! Geen goede verhouding kosten/baten!

22 INSTRUCTION BOOK: STRATEGIC MODELS Instruction book helps going forward for real Explains 16 more serious strategic and business models to answer What is it?, Where does it come from?, How does it work? Which steps to follow? Worksheet for each model to use it in a practical way. Examples: Porter 5 forces model for competition Busines Canvas CASI campaign effectiveness model Result Based Accountability

23 THANX! More info Strategy-Game We try to be open and collaborate!