Same same. But different.<br />Thedayplanningbecame digital<br />1<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
Hello<br />We‘refromthe Internetz<br />2<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
Razorfish<br />3<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
1978<br />TomohiroNishikadocreates a GamecalledSpaceInvaders.<br />4<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
2009<br />A gamebecomesthe best sellingpiece of entertainment<br />6<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
SpaceInvaders was not<br />a perfectvisualexperience.<br />Butitlived and reacted.<br />That was new and<br />madetheinvas...
Powerpoint Vorlage 2010<br />TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a...
Assumption:<br />Thereis a genuine digital strategy.<br />Itisbased on whatweknow.<br />Butitexpandsouroptionsrigorously.<...
same<br />How do wesolveproblems?<br />10<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
11<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
„The best possiblesolutions come only<br />from a combination of rational analysis<br />based on the nature of things, and...
Logical / Linear Thinking<br />
Lateral / Creative Thinking<br />
Strategic Thinking / Planning<br />
different<br />Theotherpeoplearoundme<br />16<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
„Wenn du die Pipe per API  über OAuth triggerst, hast du ruckzuck den Streamaggregiert, den du dann enstpannt für die Wall...
„Simpel. Einfach nur die Action triggern und danach natürlich das Event dispatchen.“<br />18<br />Powerpoint Vorlage 2010<...
19<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
Powerpoint Vorlage 2010<br />20<br />07.12.2009<br />A lot of stuffgoing on behindthescenes<br />Thetruth<br />
Powerpoint Vorlage 2010<br />21<br />07.12.2009<br />Same, same. But different.<br />A comparison<br />adidasRunningprint ...
Powerpoint Vorlage 2010<br />22<br />07.12.2009<br />Same, same. But different.<br />A comparison<br />adidasRunningprint ...
Powerpoint Vorlage 2010<br />23<br />07.12.2009<br />Same, same. But different.<br />Thebrand‘s digital ecosystem<br />Wid...
Powerpoint Vorlage 2010<br />Motion Designer<br />Screen Designer<br />Copywriter<br />Content Editor<br />Information Arc...
Powerpoint Vorlage 2010<br />CRM<br />SEO / SEM<br />Tools & Applications<br />Mobile<br />Web & Media Analyst<br />Social...
Powerpoint Vorlage 2010<br />26<br />07.12.2009<br />Not AdsbutProducts<br />Complex form of communication<br />Pull mediu...
Digital isitsownworld,<br />built on many different touchpoints.<br />Itconsists of data.<br />Data thatcanbemeasured and ...
Powerpoint Vorlage 2010<br />28<br />07.12.2009<br />Digital conversations as newlayer in brand communication<br />Beyondt...
Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />Brand relevant communicationwhichisnotdirectlyin...
Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />07.12.2009<br />30<br />Communicationdirectlyspo...
Powerpoint Vorlage 2010<br />Same brand, different experience<br />Storytelling<br />07.12.2009<br />31<br />
Powerpoint Vorlage 2010<br />Same brand, different experience<br />Personalization<br />07.12.2009<br />32<br />
Powerpoint Vorlage 2010<br />Same brand, different experience<br />Consulting<br />07.12.2009<br />33<br />
Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />07.12.2009<br />34<br />Brand supports P2P commu...
Conversationstarter<br />Same brand, different experience<br />
Conversationstarter<br />Same brand, different experience<br />
Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />Brand relevant communicationwhichisnotdirectlyin...
2008<br />Facebook as big as Brazil<br />38<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
2009<br />Facebook as big as Indonesia<br />39<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
2010<br />Facebookbigger as the U.S.<br />40<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
Twocrucialproperties of theecosystem:<br />Feedback and real time.<br />Psst...brandsdon‘tlikethat. <br />And strategists ...
90%<br />of thesocialuniverseareunderwater. It‘sintelligence<br />42<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
Powerpoint Vorlage 2010<br />07.12.2009<br />43<br />The fast lane<br />Frombigideas to microstrategies<br />
Search and destroy<br />Same problem, different ways to solveit<br />
Gatherinsights and react<br />Same problem, different ways to solveit<br />
Engage<br />Same problem, different ways to solveit<br />
same<br />Whatplannersshouldkeep.<br />47<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
Powerpoint Vorlage 2010<br />Strategy will stay an essential discipline in a digital world. Research, analysis and sophist...
different<br />Whatplannersmustrethink.<br />49<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
Powerpoint Vorlage 2010<br />Strategyisnot an areawithrestrictedaccessforplanners. Many different disciplinesdemand a stra...
Thanks a lot<br />Gerald<br /><ul><li>twitter.com/ghensel
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Same, same but different - What is strategy in Digital?

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Transcript of "Same, same but different - What is strategy in Digital?"

  1. 1. Same same. But different.<br />Thedayplanningbecame digital<br />1<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  2. 2. Hello<br />We‘refromthe Internetz<br />2<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  3. 3. Razorfish<br />3<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  4. 4. 1978<br />TomohiroNishikadocreates a GamecalledSpaceInvaders.<br />4<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  5. 5.
  6. 6. 2009<br />A gamebecomesthe best sellingpiece of entertainment<br />6<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  7. 7. SpaceInvaders was not<br />a perfectvisualexperience.<br />Butitlived and reacted.<br />That was new and<br />madetheinvasionsucceed.<br />7<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  8. 8. Powerpoint Vorlage 2010<br />TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a completelynewchallengeforstrategists. Butlet‘sstep back and askourselves<br />Isthere a genuine digital strategy?<br />Ifyes, why and howisit different?<br />Can I learnit?<br />Ourkeyquestionsfortoday<br />Digital Strategy<br />07.12.2009<br />8<br />
  9. 9. Assumption:<br />Thereis a genuine digital strategy.<br />Itisbased on whatweknow.<br />Butitexpandsouroptionsrigorously.<br />Same, same. But different.<br />9<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  10. 10. same<br />How do wesolveproblems?<br />10<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
  11. 11. 11<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  12. 12. „The best possiblesolutions come only<br />from a combination of rational analysis<br />based on the nature of things, and ima-<br />ginativereintegration of all the different<br />itemsinto a newpattern, using<br />non-linearbrain power.“<br />Powerpoint Vorlage 2010<br />07.12.2009<br />12<br />KenichiOhmae, Themind of theStrategist<br />
  13. 13. Logical / Linear Thinking<br />
  14. 14. Lateral / Creative Thinking<br />
  15. 15. Strategic Thinking / Planning<br />
  16. 16. different<br />Theotherpeoplearoundme<br />16<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
  17. 17. „Wenn du die Pipe per API über OAuth triggerst, hast du ruckzuck den Streamaggregiert, den du dann enstpannt für die Wall parsen kannst.“<br />17<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  18. 18. „Simpel. Einfach nur die Action triggern und danach natürlich das Event dispatchen.“<br />18<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  19. 19. 19<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  20. 20. Powerpoint Vorlage 2010<br />20<br />07.12.2009<br />A lot of stuffgoing on behindthescenes<br />Thetruth<br />
  21. 21. Powerpoint Vorlage 2010<br />21<br />07.12.2009<br />Same, same. But different.<br />A comparison<br />adidasRunningprint ad<br />adidasRunningwebsite<br />
  22. 22. Powerpoint Vorlage 2010<br />22<br />07.12.2009<br />Same, same. But different.<br />A comparison<br />adidasRunningprint ad<br />adidasRunningwebsite<br />Makesthings<br />
  23. 23. Powerpoint Vorlage 2010<br />23<br />07.12.2009<br />Same, same. But different.<br />Thebrand‘s digital ecosystem<br />Widgets<br />SocialNet-works<br />Gaming<br />eCom-merce<br />Banner ads<br />CRM<br />Mobile<br />InStore<br />
  24. 24. Powerpoint Vorlage 2010<br />Motion Designer<br />Screen Designer<br />Copywriter<br />Content Editor<br />Information Architect<br />ConceptDeveloper<br />Developer (Backend, Frontend, Flash, Typo3, PHP, etc.)<br />Thecreativehydra<br />Thepeople<br />07.12.2009<br />24<br />
  25. 25. Powerpoint Vorlage 2010<br />CRM<br />SEO / SEM<br />Tools & Applications<br />Mobile<br />Web & Media Analyst<br />Social Media Consultant<br />StrategicPlanner<br />Media Planner<br />Special Disciplines<br />07.12.2009<br />25<br />
  26. 26. Powerpoint Vorlage 2010<br />26<br />07.12.2009<br />Not AdsbutProducts<br />Complex form of communication<br />Pull medium<br />User centered<br />Measurable<br />Same but different<br />
  27. 27. Digital isitsownworld,<br />built on many different touchpoints.<br />Itconsists of data.<br />Data thatcanbemeasured and used<br />to drivethecustomerwherewewanthim.<br />But, oh...thereisonemorething.<br />27<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  28. 28. Powerpoint Vorlage 2010<br />28<br />07.12.2009<br />Digital conversations as newlayer in brand communication<br />Beyondthe brand<br />
  29. 29. Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.<br />Passive brand assets<br />07.12.2009<br />29<br />Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.<br />Active brand assets<br />Brand supports P2P communication, asksforfeedback, offersshareablity<br />Semiactive brand assets<br />
  30. 30. Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />07.12.2009<br />30<br />Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.<br />Active brand assets<br />
  31. 31. Powerpoint Vorlage 2010<br />Same brand, different experience<br />Storytelling<br />07.12.2009<br />31<br />
  32. 32. Powerpoint Vorlage 2010<br />Same brand, different experience<br />Personalization<br />07.12.2009<br />32<br />
  33. 33. Powerpoint Vorlage 2010<br />Same brand, different experience<br />Consulting<br />07.12.2009<br />33<br />
  34. 34. Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />07.12.2009<br />34<br />Brand supports P2P communication, asksforfeedback, offersshareablity<br />Semiactive brand assets<br />
  35. 35. Conversationstarter<br />Same brand, different experience<br />
  36. 36. Conversationstarter<br />Same brand, different experience<br />
  37. 37. Powerpoint Vorlage 2010<br />Communication in the 2.0<br />Ecosystem<br />Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.<br />Passive brand assets<br />07.12.2009<br />37<br />
  38. 38. 2008<br />Facebook as big as Brazil<br />38<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  39. 39. 2009<br />Facebook as big as Indonesia<br />39<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  40. 40. 2010<br />Facebookbigger as the U.S.<br />40<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  41. 41. Twocrucialproperties of theecosystem:<br />Feedback and real time.<br />Psst...brandsdon‘tlikethat. <br />And strategists will have to thinknew.<br />41<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  42. 42. 90%<br />of thesocialuniverseareunderwater. It‘sintelligence<br />42<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  43. 43. Powerpoint Vorlage 2010<br />07.12.2009<br />43<br />The fast lane<br />Frombigideas to microstrategies<br />
  44. 44. Search and destroy<br />Same problem, different ways to solveit<br />
  45. 45. Gatherinsights and react<br />Same problem, different ways to solveit<br />
  46. 46. Engage<br />Same problem, different ways to solveit<br />
  47. 47. same<br />Whatplannersshouldkeep.<br />47<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
  48. 48. Powerpoint Vorlage 2010<br />Strategy will stay an essential discipline in a digital world. Research, analysis and sophisticatedplanningforwhateverhappens, morethanever will seperatethe good fromtheuglyagencies.<br />A traditional understanding of planning<br />Seriousness, skills, love<br />Whatplannersshould carry on with<br />Same<br />07.12.2009<br />48<br />
  49. 49. different<br />Whatplannersmustrethink.<br />49<br />Eine einzeilige Fußzeile<br />07.12.2009<br />
  50. 50. Powerpoint Vorlage 2010<br />Strategyisnot an areawithrestrictedaccessforplanners. Many different disciplinesdemand a strategicrole. Plus, theusercomesintothebrand‘sreality. Brands cannotsimply stick to communicatingwhattheyrepresent. Theyhave to prove a use – in real time withcustomerfeedback.<br />Live digital<br />Be fast<br />Thinkconversation<br />Acceptperpetualbeta<br />Whatplannersshouldrethink<br />Different<br />07.12.2009<br />50<br />
  51. 51. Thanks a lot<br />Gerald<br /><ul><li>twitter.com/ghensel
  52. 52. http://www.davaidavai.com</li></ul>Achim<br /><ul><li>twitter.com/schauerte
  53. 53. https://www.xing.com/profile/Achim_Schauerte</li></ul>Neue Digitale / Razorfish<br /><ul><li>twitter.com/neuedigitale
  54. 54. facebook.com/neuedigitale.razorfish</li></ul>Now back to Frankfurt<br />51<br />Powerpoint Vorlage 2010<br />07.12.2009<br />
  55. 55. Powerpoint Vorlage 2010<br />Wir alle sind heute irgendwie hierher gekommen.<br />Denkt bitte mal an eure Reise hierher zurück. Egal, ob ihr aus Düsseldorf oder aus Berlin angereist seid:<br /><ul><li>Was waren die tollen Interaktionen/Elemente dieser Reise?
  56. 56. Was lief schief?
  57. 57. Wie könnte man diese Probleme lösen?</li></ul>Ganz simpel eigentlich<br />Die Aufgabe<br />07.12.2009<br />52<br />

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