Keynote: How Can Cars Learn To Fly In Only One Year


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Keynote on the Razorfish Client Summit in Frankfurt on the topic how our thoughts can change the world

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  • Hello 30 mins Bring into right mood Topic digital reinvention Next speaches Today  tomorrow
  • (show movie) After: Some of you might have known this already – still, we think it shows in a very nice way what is going wrong in the relationship between advertisers and consumers.
  • Some weeks ago I had a little interview with w&v, which is one of germany´s big advertising magazines they were doing a story about people who changed from classical agencies into digital, who I am one of. One of the sentences I said was this: “I am glad I changed because here in digital is something new every day!” And I said: in ATL clients always know better! I got calls from friends and ex-colleagues asking me if I wanted to talk bad about my old employers , which I didn´t want to. Not at all!
  • Maybe only I am a little happier here in digital, because I feel closer to the consumer. We have great feedback channels, we are looking for the dialogue and are getting to know our customers better and better And through this we definitely are one step further already in building stronger relationships. But…
  • Bringing the love back, is definitely something, ALL channels need to do to be able to approach our consumers in the future!
  • This is my goal for this presentation… i´d like to avoid the effect of everybody yawning when the logos of web2.0 companies appear on the screen. Like these… (klicks) BUT – let me just say on thing to this… (next chart)
  • We think about web2.0 as THE topic – not only for us, but also for the consumers But look at this: Only 6% of the poeple out there know, what web2.0 is. 94% don´t. Well, ok, actually this is only related to the term „web2.0“ and doesn´t exactly say how many people know flickr, myspace and co, but still - it gives us an idea where we stand at the moment
  • I have started a little experiment with my friends. Here you can see them. Without my help many of them had already myspace accounts (klick) – they are meeting once in a while, everybody with his laptop, to figure out how the personalization works. Wich really sucks – I think we all agree that myspace is the most user unfriendly community in the world! When they saw my flickr (klick) they also wanted to have one (klick). Then one day after a few beers we decided we need a blog (klick), they have heard that something like this exists, but had no real idea how to make one or how this could work. So i made one for us and gave co-author right to some of us. – instead of sending around those „funny“ emails from office to office every day we wanted to post all that hot shit in our new blog. Some saw it, liked it and wanted to take part (klick). With 2 of these guys I have a project going on. My teaching of the digital age came to ist next level after I used the term „ wiki “ for the first time… (klick). I am glad we have one today to organize ourselves – but still one of us hasn´t really used it. But then there are people (klick) – and this is not meant to be discriminating (sorry silke) – who are not very much intersted in all this and therfore not taking part. And this is totally ok! Isn´t it?!
  • So: Not all consumers are web2.0 today!!! And maybe some will even never be… or at least will need much longer to adapt than others!
  • When I will talk a little bit about the digital world in the following presentation i will always frfer to the termns NOW (klick) To show that things which looked like a future vision some years ago have alreday come true TODAY And 2MORROW (klick) To share my ideas about where we are going Because If we keep our eyes open, we can see NOW what will be 2MORROW!!!!
  • Let´s keep 2 things in mind, that should let us re-think what we do: (klick): digitale trends: there are things happening online we need to understand and interpret and (klick): consumers´ minds: there are things happening in the consumers´ minds that have to make us re-think how we approach them Lets start with 4 examples of digital trends
  • Trend#1: communities
  • People organize themselves all over the world These are amazing numbers from other continents
  • Questions for us: What will the development be in europe? In germany? Which one will be the european community platform no.1 How fast will the german community grow? We are building on germany´s biggest women´s community for Brigitte Brand coherence is the biggest task here, customized for the different target groups.
  • Trend#2: digital tv
  • Question: when is the end of linear tv? This is definitely the holy cow of german tv: the good german watches news at 8p.m. on the sofa in the living room. How fast can non-linear tv conquer a world that is so strongly bound to historic habits? First inventions that have implications on future media use: the ZDF mediathek – where TV show content is made available online (e.g. the news in 100sec as podcast) Or maxdome – one of the first web based tv portals in germany, working at the pay per view method
  • Actual trends, like the numbers of iptv subscriptions show us where we are going (example of table!) And they also show, that the zdf mediathek and maxdome are just a beginning.
  • Trend#3: blogs and their growing influence
  • Here the most read german blogs: bild / basic thinking / spreeblick / law blog ( (klick) Table of numbers Numbers give us an idea here as well, where this is leading Trust in blogs Did not buy More likely to buy
  • The numbers we just saw, show us, that the trust in blog content and other users´ opinion is rising. So we know that after a certain amount of time the influence of blogs and print media will be equal And we can also anticipate, that blogs will overtake print one day. and the same is valid for opinions and bying intentions – in both fields blogs will gain immense importance.
  • Trend#4: social e-commerce
  • People shop, what others tell them is good – and don´t shop, what others say is bad. This is an example of the new maps mashup of thisnext, called thisworld: Here cou can see where in the world someone just looked at a product The Freitag bag is my post 
  • We are on our way in the age of recommendation. Recommendation will be one of THE buying reasons in the future And the big questions we have us ask ourselves and find answers to then is: Whose opinion counts most? How can we make OUR opinion count? Can we make poeple influencnce others the way we want? Ethically?
  • So… what we see in this is: that the WORD we advertisers and you brands have spread centrally in the past, Has been replaced by many small talks In communities In non-linear TV In Blogs In recommendations
  • Let´s keep 2 things in mind, that should let us re-think what we do: (klick): digitale trends: there are things happening online we need to understand and interpret and (klick): consumers´ minds: there are things happening in the consumers´ minds that have to make us re-think how we approach them Lets start with 4 examples of digital trends
  • Now we will have a look at 5 examples of what is going on in a consumer brain in the year 2007
  • Consumer learning#1: they are more intelligent
  • In the past big brands did surveys, found out that the consumer wants a washing powder to make the laundry white Because everybody else claimed the same product benefit, they started to say: „my product washes whiter than white“ Consumers today do not understand and accept this anymore. So brands have come from simple benefit communication to emotional end-benefit communication and now claim a feeling that arouses as soon as the benefit of the product has been experienced… This is NOW
  • And whats next after emotional end benefit communiction? Key words we will have to deal with here are: Product experience _how do we create real touchpoints with the product and convince our consumers with our core strengths? recommendation _how do we goin influence here? Or how can we steer recommendation processes? And lifestyle fitting image wolrds _communication in the future will much more have to integrate itself in the consumers world, his lifestyle, habits and circumstances.
  • Consumer learning#2: you need their permission to talk to them
  • Time is our new currency Time is money If you wanna talk with someone – ask for permission beforehand Otherwise he will not listen Permission advertising is the key word here
  • A model from the U.S. where a user of IPTV could chose Whether he wants to pay for a movie and then see it with advertising or Wants to have advertising and therefore watch it for free But he could then also chose, which companie´s advertising he wants to look at  Throu this permission, messages are easier accessed and learned!
  • Consumer learning#3: they are always one step further than you
  • For example the i-phone story Consumers had developed the phone long before apple was only thinking about it They had everything: design, functionality – you name it, they had developed it 1st this looks great // if a brand is that far, that consumers go so far is cool
  • The danger though is: the brand is running behind ist image and cannot keep up with the demand There need to be inventions out of the brand itself to strengthen the core!! And these are the questions we will need to answer soon!
  • Consumer learning#4: they are less loyal
  • When in old times consumers have given you a second chance by saying: Fool me once, shame on you Fool me twice, shame on me Today they more and more say: Fool me once, screw you! They give you less and less chanced to make a first impression!
  • Consumer learning#5: they are vengeful
  • Maybe you know the apple i pod battery story by the neistat brothers… They acted as consumer watch dog activists When they found out tha apple does not offer a battery exchange program for their ipods And even worse recommended to through it away and buy a new one They did this poster guerilla action in new york Saying: ipods unreaplaceable battery only lasts 18 months And posted the video on their website, which was then watched more than 1,2 million times. Guess the result: apple introduced their first ipod battery exchange program!
  • Our job in the furure will be to anticipate such storys – not to let them happen And avoid this to happen by implementing a true customer relationship management wchich can foresee unhapiness in consumers and react accordingly
  • So, in a summary one could say: …
  • If not – this impression is comming up: And this is a scenario looked at quite often: the consumers are taking over marketing and start doing the four Ps themselves, Which we have learned at university are ours! (go through fields) Is this really happening? What can we do?
  • There is important work for us still to do: And I have defined 2 jobs for you:
  • job#1: take care of your brand! If marketing has not managed to build a strong brand, no consumer would start thinking about coying it, making it available cheaper, customizing it, etc.
  • job#1: keep your eyes open! All developments – of which i have only shown you a few today – nobody anticipated a few years ago. We need to keep our eyes open and learn to foresee things – because what is happening today is a hint for future developments
  • In 1985 doc brown invented time travel – i was 11 – and „back to the future“ with michael j. fox was just out. i took part in a childrens´ painting competition at the state´s musem in darmstadt I had to paint my vision of the year 2000. – and back to the future was my big inspiration !!! I had 2 visions – so i panted 2 pictures…
  • Picture 1 showed what i thought the year 2000 would look like if mankind continues to live the way they did then: Skyscrapers, grey citys, polution – and: Fyling cars!
  • Picture 2 showed the exact opposite: what would the world look like, when mankind would understand that they have to take care of the environment? Citys were green, there was blue sky and happy faces – and: Fyling cars!
  • I did not win the competion.
  • But then it was 1999 Number 1 hits were The old britney spears with „hit me baby one more time“ Eiffel65 with blue – daba di daba da and Stefan raab with his famous „maschendrahtzaun“ But I remembered my paintings And there was only one thought left: (klick)
  • How can cars learn to fly in only 1 year?
  • Today is a clear indicator for tomorrow. (klick) If not everybody knows what a wiki is today, they will know tomorrow or if people are still watching the tagesschau at 8pm – and maybe they still will tomorrow, we know that they will not any more the day after And if cars cannot fly today – I am sure they will be able to one day.
  • If not everybody knows what a wiki is today, they will know tomorrow or if people are still watching the tagesschau at 8pm – and maybe they still will tomorrow, we know that they will not any more the day after And if cars cannot fly today – I am sure they will be able to one day. Because our thoughts become things!!!
  • Keynote: How Can Cars Learn To Fly In Only One Year

    1. 1. Keynote: The Consumer is Changing before our Eyes Kai Platschke, Group Account Director Neue Digitale
    2. 2. „ How Can Cars Learn To Fly In Only One Year?“
    3. 3.
    4. 4. <ul><li>„ In digital there is something new every day “ </li></ul><ul><li>„ In ATL clients always know better “ </li></ul>
    5. 5. <ul><li>Digital is closer to the consumer </li></ul><ul><li>Digital is building stronger relationships </li></ul>
    6. 6. <ul><li>ALL channels need to bring the love back </li></ul>
    7. 7. <ul><li>Not just </li></ul><ul><li>another </li></ul><ul><li>Web2.0 presentation </li></ul>
    8. 8. Only 6% know what Web2.0 is… … 94% don´t
    9. 9. ?
    10. 10. <ul><li>Not all consumers are Web2.0, yet! </li></ul><ul><li>… and maybe some will even never be </li></ul>
    11. 11. What Is Telling Us About NOW 2MORROW
    12. 12. <ul><li>Why Re-Think? </li></ul><ul><li>Digital trends + </li></ul><ul><li>Consumers´ minds </li></ul>
    13. 13. DIGITAL TRENDS #1-4
    14. 14. #1 COMMUNITIES
    15. 15. 180million users worldwide 50% of all citizens of L.A. and N.Y. are members 80% of all U.S. teenagers manage their contacts here 90% of all Koreans under age of 25 are members Regional preferences, e.g. ORKUT being the most recognized Latin-American community portal NOW
    16. 16. <ul><li>Europe, Germany? </li></ul><ul><li>Platform #1 + </li></ul><ul><li>Speed of growth </li></ul>2MORROW
    17. 17. #2 THE END OF LINEAR TV
    18. 18. NOW
    19. 19. 2MORROW 2006: 1,982 thousands 2007: 6,728 2008: 13,391 2009: 46,890 IPTV subscribers (in EU)
    21. 21. NOW % EU average UK France Germany Italy Spain heard of blogging 61 50 90 55 58 51 have read blogs 17 14 27 15 15 16 Trust in press 20 60 44 44 61 Trust in blogs 24 15 35 23 27 17 Did not buy products because of comments in blogs 34 36 44 30 27 31 More likely to buy when read positive comments in blogs 52 57 62 56 40 40
    22. 22. <ul><li>Equal influence </li></ul><ul><li>Opinion building + </li></ul><ul><li>Buying intention </li></ul>2MORROW
    23. 23. #4 SOCIAL E-COMMERCE
    24. 24. NOW
    25. 25. <ul><li>The age of recommendation </li></ul><ul><li>Whose opinion counts most? </li></ul><ul><li>How can I make my opinion count? </li></ul>2MORROW
    26. 26. <ul><li>THE WORD </li></ul><ul><li>is being replaced by many small conversations </li></ul>
    27. 27. <ul><li>Why Re-Think? </li></ul><ul><li>digital trends + </li></ul><ul><li>consumers´ minds </li></ul>
    28. 28. CONSUMERS´ MINDS #1-5
    30. 30. p NOW simple benefit  emotional end-benefit
    31. 31. <ul><li>- Product experience </li></ul><ul><li>- Recommendation </li></ul><ul><li>- Image that fits lifestyle </li></ul>2MORROW
    32. 32. #2 YOU NEED PERMISSION
    33. 33. p = NOW
    34. 34. p or 2MORROW Sponsor A or B?
    36. 36. p NOW
    37. 37. <ul><li>Danger to stay behind </li></ul><ul><li>+ Only own inventions </li></ul><ul><li>can strengthen core </li></ul>2MORROW
    38. 38. #4 LESS LOYALTY
    39. 39. p Fool me once, shame on you! Fool me twice, shame on me! Fool me once, screw you! NOW 2MORROW
    40. 40. #5 THEY ARE VENGEFUL
    41. 41. p NOW
    42. 42. <ul><li>Anticipation </li></ul><ul><li>+ Role of CRM </li></ul>2MORROW
    43. 43. Tell them things they are interested in or don´t talk at all Only talk to them, if they want you to – if your message is relevant to them, they will listen Overtake them – be innovative and surprising Put everything on one card: the first impression Be honest and offer relevant services
    44. 44. p P roduct P rice P lace P romotion
    45. 45. Y O U
    46. 46. <ul><li>JOB #1: </li></ul><ul><li>Take care of your BRAND </li></ul>
    47. 47. <ul><li>JOB #2: </li></ul><ul><li>Keep your EYES OPEN </li></ul>
    48. 48. 19 85
    49. 51. <ul><li>In 1985 cars could not fly. But I knew one day they would because everybody wanted them to! </li></ul>
    50. 53. 19 99
    51. 54. „ How Can Cars Learn To Fly In Only One Year?“
    52. 55. is an indicator for NOW 2MORROW
    54. 57. Single View on the Consumer: An integrated Approach to Digital Media Jeff Lanctot, Senior Vice President, Avenue A | Razorfish Coming up next…