THE Big 11 + 1 Successful Digital Strategies

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.

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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

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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

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1. REVOLUTION DIGITAL CHANGE - ARE WE PART OF A REVOLUTION?

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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

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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

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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

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THIS REVOLUTION SEEMS TO BE A COMBINATION OF...

TECHNOLOGY

NEW BUSINESS

C

USTOMER BEHAVIOUR

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TECHNOLOGY

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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

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AN AVERAGE DOMESTIC HOME CONTAINS ABOUT 5.3 WEB-ENABLED DEVICES TODAY.

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NEW BUSINESS

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VIDEO ON DEMAND VS. BROADCAST PROGRAMMING.

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PRIVATE TRAVEL RENTALS VS. HOTEL BOOKING.

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TAXI APP VS. CALL CENTER.

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CHANGING BEHAVIOUR

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90% OF OUR MEDIA INTERACTION IS SCREEN-BASED.

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WE‘RE ALWAYS ON.

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WE GOOGLE EVERYTHING AND EXPECT INSTANT HELP.

WE SHARE ALMOST EVERYTHING WE EXPERIENCE.

2013

2005

THE NEW PRIVACY.

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RE-UNITED THE FAMILY.

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WE OWN MEDIA IN THE CLOUD FOR A WHILE.

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DIGITAL BECOMES A LAYER ON TOP OF OUR LIFE.

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WE BECOME DEVICE.

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THE WHEEL OF CHANGE

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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

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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

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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?

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RAPID CHANGE

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BOOOOOOOOOOM! AN EXPLOSION OF IDEAS

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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

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DIGITAL AND MOBILE MEDIA BOOST CONNECTIVITY, INNOVATION AND CREATE COMPLEXITY.

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IT‘S A NETWORK REVOLUTION. ONE GLOBAL BRAIN.

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THE SMARTEST PERSON IN THE ROOM IS THE ROOM. – DAVID WEINBERGER

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WHILE THE INDUSTRIAL REVOLUTION HAS AUTOMIZED WORK, THE NETWORK REVOLUTION IS AUTOMIZING KNOWLEDGE.

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„CHANGE WILL NEVER BE THIS SLOW AGAIN.“

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ENDLESS OPTIONS.

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ENDLESS INFORMATION.

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BUT A LIMITED CAPACITY.

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DIGITAL DARWINISM

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IT‘S NOT THE STRONGEST WHO SURVIVES NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.

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„HEY, WE JUST DIDN‘T SEE AMAZON COMING.“

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„DIGITAL PHOTOGRAPHY LACKS QUALITY.“

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WHAT‘S THIS WIKIPEDIA ALL ABOUT?

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SMARTPHONES? COME ON, LET‘S WAIT UNTIL 2013.

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„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

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BEING SUCCESSFUL

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KEY SUCCESS FACTORS

ADAPT TO CHANGE FOCUS ON CONSUMER BEHAVIOR

CREATE REAL VALUE KEEP IT SIMPLE

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EXAMPLES

„ADAPT TO CHANGE“

AMAZON „FOCUS ON CONSUMER BEHAVIOR“

PINTEREST

„CREATE REAL VALUE“

GOOGLE MAPS „KEEP IT SIMPLE“

INSTAGRAM

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ADAPTING TO EMERGING MARKETS ✔

„ADAPT TO CHANGE“

AMAZON

ADAPTING TO CONSUMER BEHAVIOR ✔

ADAPTING TO NEW TECHNOLOGY ✔

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FOCUS ON CURATION ✔

„FOCUS ON CONSUMERS“

PINTEREST

FOCUS ON VISUALIZATION ✔

FOCUS ON AGGREGATION ✔

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NAVIGATION ✔

„CREATE REAL VALUE“

GOOGLE MAPS

DOCUMENTATION ✔

FINDING ✔

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FILTERS ✔

„KEEP IT SIMPLE“

INSTAGRAM

UPLOAD & SHARING ✔

SMARTPHONE ✔

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THE FUTURE OF MARKETING

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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

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LEARNING FROM THE BEST

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NIKE HEROES 1980-2000.

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IN THE LATE 90IES NIKE HAS CHANGED ITS STRATEGY.

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. * EVERYBODY WITH A BODY IS AN ATHLETE!

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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 NIKE HERO TODAY IS ME.

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THE FUELBAND. AN IDEA THAT CAME OUT OF NOTHING?

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IT‘S ALL ABOUT DATA-BASED CONSUMER LOYALTY.

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„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.

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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.

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DIGITAL PLANNING

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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*.

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AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

IN MY

MAILBOX

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THE BIG ELEVEN GUIDELINES

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NO1

THINK USER JOURNEYS AND TOUCHPOINTS

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PERSONA

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USER JOURNEY

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NO2

STRIVE FOR VISIBILITY

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NATIVE ADVERTISING

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PAID ADVERTISING

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NO3

CREATE SPECIAL EXPERIENCES

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SPECIAL EXPERIENCE

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NO4

DELIVER REAL AND BENEFICIAL VALUE

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REAL VALUE

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NO5

OFFER SOCIAL AND INTERACTIVE MEASURES

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INTERACTIVE

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SOCIAL

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NO6

CREATE NATIVE CONTENT

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NATIVE CONTENT

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NO7

CURATE, SIMPLIFY AND VISUALIZE

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#7

DATA VISUALI-ZATION

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SIMPLIFY: BLINKIST

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NO8

USE DATA IN CREATIVE WAYS

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CREATIVE DATA

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NO9

BE ACCESSIBLE AND AVAILABLE

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ACCESSI-BILITY

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AVAILABILITY

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NO10

TRY, TEST, FAIL AND IMPROVE

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A/B TESTING

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NO11

WORK IN DIVERSE AND INTEGRATED TEAMS

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INTEGRATED TEAM

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OVERVIEW

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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

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BUILD SOLUTIONS,

THAT MAKE LIFE EASIER OR BETTER FOR THE

PEOPLE!

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THANK YOU!

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HOMEWORK

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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?

THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 [email protected]