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Digital Strategy - a deck for the University of Applied Sciences Siegen

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  • 1. SpaceInvaders
    Thedaywheneverythingchangedwhatweknewaboutmarketing
    1
    Powerpoint Vorlage 2010
    18.02.2010
  • 2. Hello
    I am happy to behere
    2
    Powerpoint Vorlage 2010
    18.02.2010
  • 3. Gerald Hensel.
    Neue Digitale / Razorfish, Frankfurt.
    SocialInfluenceStrategist.
    StudiedPolitical Sciences, Literature.
    I was Copywriter, ConceptDeveloper.
    davaidavai.com, twitter.com/ghensel.
    3
    Powerpoint Vorlage 2010
    18.02.2010
  • 4. Powerpoint Vorlage 2010
    Whatishappening out there?
    Whydoesitredefinemarketing?
    Whatdoesitmeanforyou?
    What will I try to answer?
    Questionsfortoday
    18.02.2010
    4
  • 5. Powerpoint Vorlage 2010
    18.02.2010
    5
  • 6. Razorfish
    6
    Powerpoint Vorlage 2010
    18.02.2010
  • 7. Publicis Groupe
    7
    Powerpoint Vorlage 2010
    18.02.2010
  • 8. 1978
    TomohiroNishikadocreates a GamecalledSpaceInvaders.
    8
    Powerpoint Vorlage 2010
    18.02.2010
  • 9.
  • 10. 2009
    A gamebecomesthe best sellingpiece of entertainment
    10
    Powerpoint Vorlage 2010
    18.02.2010
  • 11. SpaceInvaders was not
    a perfectvisualexperience.
    Butitlived and reacted.
    That was new and
    madetheinvasionsucceed.
    11
    Powerpoint Vorlage 2010
    18.02.2010
  • 12. Powerpoint Vorlage 2010
    TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a completelynewchallengeforstrategists. Butlet‘sstep back and askourselves
    Thefirstera of digital was similar to traditional advertising
    The second wavedoes so muchmore, itredefinescommunication....ummm....products
    Brands and agencieshave to revisewhotheyare and whattheydeliver
    Nothingelsethatthat
    A revolution
    18.02.2010
    12
  • 13. weknow
    how to stageproducts
    13
    Eine einzeilige Fußzeile
    18.02.2010
  • 14. Powerpoint Vorlage 2010
    14
    18.02.2010
    A lot of stuffgoing on behindthescenes
    Thetruth
  • 15. Powerpoint Vorlage 2010
    15
    18.02.2010
    Same, same. But different.
    A comparison
    adidasRunningprint ad
    adidasRunningwebsite
  • 16. Powerpoint Vorlage 2010
    16
    18.02.2010
    Same, same. But different.
    A comparison
    adidasRunningprint ad
    adidasRunningwebsite
    Makesthings
  • 17. cool
    butwedon‘tbuildwebsites
    17
    Eine einzeilige Fußzeile
    18.02.2010
  • 18. Powerpoint Vorlage 2010
    18
    18.02.2010
    Thisis 1984
  • 19. Powerpoint Vorlage 2010
    19
    18.02.2010
    Thisis 2009
  • 20. Powerpoint Vorlage 2010
    20
    18.02.2010
    Same, same. But different.
    Thebrand‘s digital ecosystem
    Widgets
    SocialNet-works
    Gaming
    eCom-merce
    Banner ads
    CRM
    Mobile
    InStore
  • 21. Digital isitsownworld,
    built on many different touchpoints.
    Itconsists of data.
    Data thatcanbemeasured and used
    to drivethecustomerwherewewanthim.
    But, oh...thereisonemorething.
    21
    Powerpoint Vorlage 2010
    18.02.2010
  • 22. Powerpoint Vorlage 2010
    22
    18.02.2010
    Digital conversations as newlayer in brand communication
    Beyondthe brand
  • 23. 23
    Powerpoint Vorlage 2010
    18.02.2010
  • 24. Powerpoint Vorlage 2010
    Communication in the 2.0
    Ecosystem
    Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.
    Passive brand assets
    18.02.2010
    24
    Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.
    Active brand assets
    Brand supports P2P communication, asksforfeedback, offersshareablity
    Semiactive brand assets
  • 25. Powerpoint Vorlage 2010
    Communication in the 2.0
    Ecosystem
    18.02.2010
    25
    Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.
    Active brand assets
  • 26. Powerpoint Vorlage 2010
    Same brand, different experience
    Storytelling
    18.02.2010
    26
  • 27. Powerpoint Vorlage 2010
    Same brand, different experience
    Personalization
    18.02.2010
    27
  • 28. Powerpoint Vorlage 2010
    Same brand, different experience
    Consulting
    18.02.2010
    28
  • 29. Powerpoint Vorlage 2010
    Communication in the 2.0
    Ecosystem
    18.02.2010
    29
    Brand supports P2P communication, asksforfeedback, offersshareablity
    Semiactive brand assets
  • 30. Conversationstarter
    Same brand, different experience
  • 31. Conversationstarter
    Same brand, different experience
  • 32. Powerpoint Vorlage 2010
    Communication in the 2.0
    Ecosystem
    Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.
    Passive brand assets
    18.02.2010
    32
  • 33. 2008
    Facebook as big as Brazil
    33
    Powerpoint Vorlage 2010
    18.02.2010
  • 34. 2009
    Facebook as big as Indonesia
    34
    Powerpoint Vorlage 2010
    18.02.2010
  • 35. 2010
    Facebookbigger as the U.S.
    35
    Powerpoint Vorlage 2010
    18.02.2010
  • 36. 36
    Powerpoint Vorlage 2010
    18.02.2010
  • 37. 90%
    of thesocialuniverseareunderwater. It‘sintelligence
    37
    Powerpoint Vorlage 2010
    18.02.2010
  • 38. Powerpoint Vorlage 2010
    18.02.2010
    38
    The fast lane
    Frombigideas to microstrategies
  • 39. GAP
    To boldlygowhere no brand has gonebefore
  • 40. OMG Amandaa
    Let‘stravel to Adventureland
  • 41. EA Games
    Reacting on a user‘sproblem
  • 42. IKEA
    Offeringcreativesolutionsforpromotion
  • 43. Whilemany in myindustrythink
    in advertising, brands and agencies
    canuse digital to do muchmore.
    Createbetterproducts,
    serviceexperiencesorprices...
    orcreatecompletelynewproducts.
    43
    Powerpoint Vorlage 2010
    18.02.2010
  • 44. OMG Amandaa
    Let‘stravel to Adventureland
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. Digital will end theera of classic
    advertisingbecauseit will finish off
    theconcept of awareness-only.
    Accept a world in whicheveryone
    can and will act.
    Therearezillions of possibilities.
    49
    Powerpoint Vorlage 2010
    18.02.2010
  • 50.
  • 51.
  • 52. Powerpoint Vorlage 2010
    Your Job isnoteveninvented.
    People alwayshatenewtechnologiesfirst.
    Do notcare. Listen, learn and play.
    Sorry, that‘sthetruth.
    Threefacts
    18.02.2010
    52
  • 53. Questions?
    Blog / davaidavai.com
    twitter / @ghensel
    Links / delicious.com/ghensel
    Agency / neue-digitale.de
    53
    Powerpoint Vorlage 2010
    18.02.2010
  • 54. Thanks a lot
    Now back to Frankfurt
    54
    Powerpoint Vorlage 2010
    18.02.2010