Nov 01, 2014
-CONTENT AND ENGAGEMENTREDEFINING STRATEGY IN THE POST-DIGITAL ERA-20.oct.2011
-@DUDEX-
20.oct.2011
-@DUDEX-
20.oct.2011
-@COLMEIA-
20.oct.2011
-"THE ONLY WAY I CAN REDUCE RISK IS BY COMPRESSING TIME" -
NANDAN NILEKANI FOUNDER OF INFOSYS ON THE IMPORTANCE OF MOVING FAST.
-ADVERTISING IS BECOMING CONTENTMARKETING IS BECOMING CURATIONMOBILE IS BECOMING EMPOWERMENTBRANDS ARE BECOMING PUBLISHERSA CRUEL SCENARIO FOR THOSE WHO AREN’T WILLING TO CHANGE
-
2We are being
disrupted every day.
THE AWAKENING.
1It’s just not evenly
distributed yet.
THE FUTURE IS HERE.
3
THE DISRUPTION.
Strategy as Execution.
1-THE FUTURE IS HERE.(IT’S JUST NOT EVENLY DISTRIBUTED YET ).-
TECHNOLOGY = CHANGE
-REFRIGERATORS VS ICE FARMS-
-CARS VS FASTER HORSES-
the Internet has left the computer
... to be pervasive and abundant
iPod - 2001iPhone - 2007iPad - 2010
Launched in 2008, owns 46% of the smartphone market today.
Facebook will become a mobile company in 2013
Erick Tseng, Facebook Mobile Chief
2001Nokia, Motorola, Samsung, LG, Sony Ericsson, Panasonic, Philips, Siemens, BenQ, Kyocera, NEC,
2011Apple, Google, Facebook, Microsoft
+ Blackberry, Nokia, Motorola, LG, Samsung, Sony Ericsson...
The value of a network equals the sum of its users,
squared.
Metcalfe’s Law
January
June
September
2011
KINDLE FIRE
10% of Amazons’
turnover in 2012
ON/OFF: NO DIFFERENCEBUSINESS AS USUAL.
2We are being
disrupted right now.
THE AWAKENING.
1It’s just not evenly
distributed yet.
THE FUTURE IS HERE.
3
THE DISRUPTION.
Strategy as Execution.
2-FROM CREATIVE EXCELLENCE TOCONTENT AND SERVICES EXCELLENCE-
2-BECAUSE REINVENTING THE ROLE OF CREATIVE IS NOT ENOUGH-
-NEED A CASE STUDY?-
-THE CAMPAIGN VS PLATFORM PARADIGM.-
-CREATIVE WORK IS EFFECTIVE WORK.-
Relevance is king.
-THE ULTIMATE MANTRA:DOES THE INTERNET CARE?-
-BECAUSE THERE IS POTENTIAL DISRUPTION FROM CREATIVE DISTRIBUTION-
-BECAUSE THERE IS POTENTIAL DISRUPTION FROM TECHNOLOGY DISTRIBUTION-
-AS AGENCIES, WHAT IS OUR ROLE IN ALL THIS?-
-CATALYSTS FOR PLAY. IDEAS INCUBATORS.
THINK LIKE A STARTUP.FEEL LIKE A NGO.ACT LIKE A VENTURE CAPITALIST. EMBRACE THE NEW ENTRANTS, “COOPETE”, COLLABORATE.ADOPT THE BETA.
CO-CREATE IDEAS WHERE MESSAGE AND TECHNOLOGY CANNOT BE SEPARATED.-
"If someone is going to disrupt you...
You should disrupt yourself first."
in NY
2-BECAUSE REINVENTING THE ROLE OF PLANNING IS NOT ENOUGH EITHER.-
Training, preparation, and...
strike?
a strike, nowadays, means to keep the ball in the game
scoring. Scoring.http://colmeia.tv/manifesto
At the heart of the lean process lies the idea of the minimum viable product: the most basic thing you can put out into the world to test a hypothesis or
assumption and get validated learning from the real world.
2-AGILE PLANNING?-
2-MINIMUM VIABLE PLANNING?-
2-SOLID COLABORATION WITH TECH COMPANIESBRAND COMMUNICATIONS R&DSTRATEGY AS EXECUTIONIDEAS ARE OVERRATED. DOING > SAYING.CONTENT AND CONVERSATION ARE THE KINGS-
1
-EXPERIMENTATION. MULTIDISCIPLINARITY.EFFECTIVENESS. OPENNESS.DISCOVERY. MONITORING.MEASURING. LEARNING.CLEAR KPIS. ROI PROOF.INCORPORATE SOFTWARE CULTURE.WORK LIKE A START-UP.BECOME YOUR CLIENT’S PARTNER.-
2Preparing for
disruption.
THE AWAKENING.
1It’s just not evenly
distributed yet.
THE FUTURE IS HERE.
3
THE DISRUPTION.
Strategy as Execution.
3-STRATEGY AS EXECUTION-
3-STRATEGY IS THE PROCESS OF MAKING ASSUMPTIONS.-
3-AS THE WORLD BECOMES MORE COMPLEX,YOUR CHANCES OF BEING WRONG INCREASES.-
3-PRODUCTS AND EXPERIENCES REVEAL NEW OPPORTUNITIES FOR USAGE AFTER THEY’RE BUILT.-
3
-WE NEED AN UPGRADE IN OUR CREATIVE DEPARTMENTS.
ONE THAT BRINGS FEEDBACK, INNOVATION AND ITERATION INTO THE GAME.
REMIX IS THE HIGHEST HOMAGE TO CREATIVE WORK.-
3-PROJECTS MUST CHANGE DURING ITS LIFE CYCLE. SPECIALLY DIGITAL PLATFORMS. MANAGE CHANGE TO IMPROVE THE PROJECT, RELENTLESSLY.-
3-STRATEGY, CREATIVE AND EXECUTION.THE QUEST FOR BALANCE-
3-IS IT POSSIBLE?-
-DOING > SAYING-
VSmessagesperceptionone-waypersuasion
actionsbehaviourparticipationinfluence
2-CONTENT MUST EVOLVE WITH ITERATION.AS MUCH AS SOFTWARE.MUST BE ADAPTED.FLEXIBILITY IN ORDER TO TAKE PART IN AND PROVOKE CONVERSATIONS.-
-CONTAGIOUS, NON CONTROLLABLE IDEASDISPOSITION FOR TESTING THEMITERATIVE EXECUTION-
-BUSINESS OBJECTIVESBRANDS AND PURPOSESPEOPLES INTERESTS-
-STORIES THAT PROVOKE CONVERSATIONS-
-CONVERSATIONS THAT PROVIDES BRANDS A SHARE OF POPULAR CULTURE-
-ACT AND REACT ON THESE CONVERSATIONS 24.7.365-