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

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

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

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