THE Big 11 + 1 Successful Digital Strategies
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THE BIG 11 + 1 SUCCESSFUL DIGITAL STRATEGIES The digitalization brought along massive changes in almost all aspects of our daily life. More than ever businesses, brands and advertising agencies need to react to these changes. We defined 11+1 overall rules any company should consider in today’s world Created by The Main, a strategy consulting firm for digital marketing.
THE MAIN
AGENDA
1 Digital Change
2 Technology, New Business and Changing Behavior
3 Innovation, Speed, Digital Darwinism, Success Factors
4 The Future of Marketing: Learning from the best
5 Digital Planning
6 The Big 11 + 1 Guidelines
7 Homework
THE MAIN
HANNES LEY Kaospilot
Creative Strategist
Interactive Planner
Consultant
Workshop Designer & Facilitator
Founder & CEO of The Main – Guidance in Digital
Speaker & Facilitator at Hyper Island and now...
Good School
Let‘s go...
HANNES LEY
THE MAIN
WHAT IS A REVOLUTION? A revolution is a fundamental change in power or organizational structures that takes place in a relatively short period of time. It‘s results include major changes in culture, economy, and socio-political institutions. The term revolution has also been used to denote great changes outside the political sphere. Such revolutions are usually recognized as having transformed in society, culture, philosophy and technology much more than political systems; they are often often known as social revolutions. One of the classic examples of the usage of the word revolution in such context is the Industrial Revolution. / Wikipedia
THE MAIN
MAJOR CHANGES IN CULTURE, ECONOMY, AND SOCIO-POLITICAL INSTITUTIONS.
‣ Riots: The Arab Spring ... ‣ New Agendas: Data Protection … ‣ Ideologies: Liquid Democracy ... ‣ Elections: Obama 2008, #btw2013 ... ‣ Platforms: Change.org,... ‣ Activists: Manning, Snowden ... ‣ Appeals: #OccupyWallstreet, ... ‣ Leaks: Diplomatic Cables, ...
POLITICS
‣ New Platforms: Spotify, Last.fm, tumblr, Behance, vine ...
‣ New Stars: Justin Bieber, , PSY ... ‣ Hypes: HarlemShake, FoodPorn,
Nyancat, Cat Content, ... ‣ New Formats: Memes, GIFs,
Infographics ... ‣ Co-Creation: Life in a Day … ‣ Language: YOLO, WTF, Shitstorm …
CULTURE
‣ MOOCs: Coursera, Udacity, Khan Academy ...
‣ Q&A Platforms: Quora, Fluther, Wer weiß was, Gute Frage ...
‣ Experts: Seth Godin, Sascha Lobo, ... ‣ New Formats: Twiducate, Edmodo, ... ‣ New Education Subjects: Privacy &
Data Protection...
EDUCATION
‣ Participation Possibilities: Comments, Discussions, Shares, ....
‣ Breaking News: Hudson River, Osama Raid, ...
‣ Crisis Management: #AshCloud, Sandy NY, Boston Marathon, ...
‣ Hacks: AP Twitter Hack, Burger King Twitter Hack, …
MEDIA
‣ New Global Player: Facebook, Twitter, ...
‣ New Industries: Apps, Shareconomy, Big Data, Social Service...
‣ New Business Models: Why Own It, Polyvvore, 9flats, ...
‣ New Jobs: Blogger, Community Manager, Social Media Strategist, ...
ECONOMY
THE MAIN
THE CONSEQUENCES OF DIGITAL CHANGE. The real threat and opportunity in technology’s disruption lies in the evolution of customer and employee behavior, values, and expectations. Because it’s focusing on customer behavior, digital transformation is actually in its own way making businesses more human. As such, digital transformation is not specifically about technology, its empowered by it. This is a time of digital Darwinism — an era where technology and society are evolving faster than businesses can naturally adapt. / Brian Solis
THE MAIN
TECHNOLOGY IS „JUST“ AN AMPLIFIER.
WWW
28 / 56K MODEM
BUSINESS
USER
WEB 2.0
BROADBAND
MOBILE INTERNET
WIRELESS
1990 - 1994 1999 - 2004 2007 - 2014
24 YEARS
THE MAIN
THE WHEEL OF CHANGE
TECHNOLOGY
APPLICATIONS
USAGE
BEHAVIOUR
WWW -> WEB 2.0 -> MOBILE INTERNET
PLATFORMS, APPS, SERVICES
RELEVANT, ACCESSIBLE, EASY TO USE
NEW HABITS
BEST PERFORMER
NEW
NEE
DS
NEW
NEE
DS
FALL OUT
NO BENEFIT / NOT EASY TO USE
BUSINESS
USER
THE MAIN
CAR2GO
TECHNOLOGY
APPLICATION
USAGE
BEHAVIOUR
LOCATION-BASED SERVICES / MOBILE WEB
CAR2GO SHARING APP CAR JUMP APP
ENABLES URBAN MOBILITY WITHOUT OWNING A CAR
FREQUENT USE / MEMBER OF SEVERAL PROVIDERS
BEST PERFORMER
NEE
D F
OR
CO
MB
INED
APP
NEW
NEE
DS
FALL OUT
LACK OF CARS, BUGGY APP
BUSINESS
USER
THE MAIN
GROUP WORK – 10 MINUTES Discuss „the wheel of change“ with your neighbor. Find one business, which has been developed because of internet technology. Talk about the use of this application or service and how it might or did change behavior. What made it become successful or not? Did the change in behavior create a new need, that could even end up in a new service?
THE MAIN
RATE
OF
INFO
RMAT
ION
GEN
ERAT
ION
3500 B.C
TECHNOLOGY
Ca. 1600 B.C 1400 1500 1600 1700 1800 1900 2000 Today
EXPONENTIAL GROWTH OF DATA
THE MAIN
WHILE THE INDUSTRIAL REVOLUTION HAS AUTOMIZED WORK, THE NETWORK REVOLUTION IS AUTOMIZING KNOWLEDGE.
THE MAIN
IT‘S NOT THE STRONGEST WHO SURVIVES NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.
THE MAIN
„A PART OF OUR BRAIN IS ACTIVATED LESS OFTEN BECAUSE IT IS TIRING, REQUIRES DISCIPLINE, AND IS EXPENSIVE IN TERMS OF ENERGY REQUIREMENTS.“ – DANIEL
KAHNEMAN
FEAR LAZINESS
WHY?
KNOWLEDGE GAP
NO CHANGE OF
PERSPECTIVE
TOO SLOW TO ADAPT
THE MAIN
KEY SUCCESS FACTORS
ADAPT TO CHANGE FOCUS ON CONSUMER BEHAVIOR
CREATE REAL VALUE KEEP IT SIMPLE
THE MAIN
EXAMPLES
„ADAPT TO CHANGE“
AMAZON „FOCUS ON CONSUMER BEHAVIOR“
„CREATE REAL VALUE“
GOOGLE MAPS „KEEP IT SIMPLE“
THE MAIN
ADAPTING TO EMERGING MARKETS ✔
„ADAPT TO CHANGE“
AMAZON
ADAPTING TO CONSUMER BEHAVIOR ✔
ADAPTING TO NEW TECHNOLOGY ✔
THE MAIN
FOCUS ON CURATION ✔
„FOCUS ON CONSUMERS“
FOCUS ON VISUALIZATION ✔
FOCUS ON AGGREGATION ✔
THE MAIN
THE FUTURE OF MARKETING
MARKETING WILL BECOME MEDIATION BETWEEN BRANDS AND CONSUMERS.
“Solutions, that blend strategy, creative, technology, media, and data offerings to connect brands and their audiences in ways that
balance satisfying customer needs against achieving business
goals.”
BRANDS CUSTOMERS
Source: Forrester Research, 2013, Value Exchange Mediation Modell
THE MAIN
Magneto Sunglasses
NIKE+ Website & iPod
Sport Kit
NIKE DIGITAL SPORTS
NIKE+ Fuelband
1994 2006
2010 2008
2012
THE TREND OF QUANTIFIED SELF AND WEARABLE DEVICES.
NIKE+ Sportband
THE MAIN
„WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF SERVICES THAT COMPLEMENT THE PRODUCT.“
(STEFAN OLANDER, VICE PRESIDENT NIKE DIGITAL SPORT)
NIKE DIGITAL SPORTS. 200 MASTERMINDS, DESIGNER, ENGINEERS AND MARKETEERS DEVELOP NEW DIGITAL SERVICES.
THE MAIN
THE MAIN
R/GA Advertising:
Digital Services, UI/UX Design &
Marketing
WHIPSAW & SYNAPSE Technology & Engineering:
Development of a Lithium battery in the shape of a wristband, Implementation of 120 LEDs
UNIVERSITY ARIZONA
Tracking-Technology „Oxygen Kinetics“
ASTRO Design
Wristband
NIKE Idea, Coach, Traffic Cop
...
AND YET THEY DID NOT BUILD THIS ALONE.
THE MAIN
AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
*2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young
▸ The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898.
▸ The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of consumers searching information before purchase.
▸ The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers the feedback loop created by social technologies and was developed by Forrester Research in 2008.
▸ The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy and was developed in 2010.
THE CONSUMER PATHWAY EVOLUTION*.
THE MAIN
AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
IN MY
MAILBOX
THE MAIN
BIG ELEVEN OVERVIEW
2. STRIVE FOR VISIBILITY 3. CREATE SPECIAL EXPERIENCES
4. DELIVER REAL AND BENEFICIAL VALUE
1. THINK USER JOURNEY AND TOUCHPOINTS
6. CREATE NATIVE CONTENT 7. CURATE, SIMPLIFY AND VISUALIZE
8. USE DATA IN CREATIVE WAYS 5. OFFER SOCIAL AND INTERACTIVE MEASURES
10. TRY, TEST, FAIL AND IMPROVE
9. BE ACCESSIBLE AND AVAILABLE
11. WORK IN DIVERSE AND INTEGRATED TEAMS
+1
THE MAIN
THE BIG DIGITAL 11 Client: ___________________ Product:__________________
The task: Find ideas / solutions, that make life easier or better for the people.
1. Where are your consumers‘ most important touchpoints?
4. How could you deliver real beneficial value to them?
2. How could you create digital awareness where they are?
3. What special experiences/content can you create?
9. How can you secure ongoing accessibility and availability?
5. What social and interactive measures can you offer?
7. What information could you curate, simplify and visualize?
8. What (existing) data could you use in creative ways?
6. What native content could you deliver in which channel?
10. How and where could you experiment, learn and improve?
11. Who could you work with to develop new/realistic ideas?
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