Maaw Rio 20102011_review

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Thanks @passamani @workforfood @juracraveiro @chicovilhena @farfar and everybody else for the brightness and enlightment during the making of this :-)

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Maaw Rio 20102011_review

  1. 1. -CONTENT AND ENGAGEMENTREDEFINING STRATEGY IN THE POST-DIGITAL ERA-20.oct.2011
  2. 2. -@DUDEX-20.oct.2011
  3. 3. -@DUDEX-20.oct.2011
  4. 4. -@COLMEIA-20.oct.2011
  5. 5. -"THE ONLY WAY I CAN REDUCE RISK IS BY COMPRESSING TIME"-NANDAN NILEKANI FOUNDER OF INFOSYS ON THE IMPORTANCE OF MOVING FAST.
  6. 6. -ADVERTISING IS BECOMING CONTENTMARKETING IS BECOMING CURATIONMOBILE IS BECOMING EMPOWERMENTBRANDS ARE BECOMING PUBLISHERSA CRUEL SCENARIO FOR THOSE WHO AREN’T WILLING TO CHANGE-
  7. 7. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION. 1 2 3It’s just not evenly We are being Strategy as Execution. distributed yet. disrupted every day.
  8. 8. -THE FUTURE IS HERE.(IT’S JUST NOT EVENLY DISTRIBUTED YET ).- 1
  9. 9. TECHNOLOGY = CHANGE
  10. 10. -REFRIGERATORS VS ICE FARMS--CARS VS FASTER HORSES-
  11. 11. the Internet has left the computer
  12. 12. ... to be pervasive and abundant
  13. 13. iPod - 2001iPhone - 2007iPad - 2010
  14. 14. Launched in 2008, owns46% of the smartphonemarket today.
  15. 15. Facebook will become amobile company in 2013Erick Tseng, Facebook Mobile Chief
  16. 16. 2001Nokia, Motorola, Samsung, LG, Sony Ericsson, Panasonic,Philips, Siemens, BenQ, Kyocera, NEC,2011Apple, Google, Facebook, Microsoft+ Blackberry, Nokia, Motorola, LG, Samsung, Sony Ericsson...
  17. 17. The value of a networkequals the sum of its users, squared. Metcalfe’s Law
  18. 18. JanuaryJune 2011September
  19. 19. KINDLE FIRE10% of Amazons’turnover in 2012
  20. 20. ON/OFF: NO DIFFERENCEBUSINESS AS USUAL.
  21. 21. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION. 1 2 3It’s just not evenly We are being Strategy as Execution. distributed yet. disrupted right now.
  22. 22. -FROM CREATIVE EXCELLENCE TOCONTENT AND SERVICES EXCELLENCE- 2
  23. 23. -BECAUSE REINVENTING THE ROLE OFCREATIVE IS NOT ENOUGH- 2
  24. 24. -NEED A CASE STUDY?-
  25. 25. -THE CAMPAIGN VS PLATFORM PARADIGM.-
  26. 26. -CREATIVE WORK IS EFFECTIVE WORK.-
  27. 27. -THE ULTIMATE MANTRA:DOES THE INTERNET CARE?-Relevance is king.
  28. 28. -BECAUSE THERE IS POTENTIAL DISRUPTIONFROM CREATIVE DISTRIBUTION-
  29. 29. -BECAUSE THERE IS POTENTIAL DISRUPTIONFROM TECHNOLOGY DISTRIBUTION-
  30. 30. -AS AGENCIES, WHAT IS OUR ROLE IN ALL THIS?-
  31. 31. -CATALYSTS FOR PLAY. IDEAS INCUBATORS.THINK LIKE A STARTUP.FEEL LIKE A NGO.ACT LIKE A VENTURE CAPITALIST.EMBRACE THE NEW ENTRANTS, “COOPETE”, COLLABORATE.ADOPT THE BETA.CO-CREATE IDEAS WHERE MESSAGE AND TECHNOLOGYCANNOT BE SEPARATED.-
  32. 32. "If someone is going to disrupt you...You should disrupt yourself first." in NY
  33. 33. -BECAUSE REINVENTING THE ROLE OFPLANNING IS NOT ENOUGH EITHER.- 2
  34. 34. Training, preparation, and...
  35. 35. strike?
  36. 36. a strike, nowadays, means to keep the ball in the gamescoring. Scoring. http://colmeia.tv/manifesto
  37. 37. At the heart of the lean process lies the idea of the minimum viable product:the most basic thing you can put out into the world to test a hypothesis or assumption and get validated learning from the real world.
  38. 38. -AGILE PLANNING?- 2
  39. 39. -MINIMUM VIABLE PLANNING?- 2
  40. 40. -SOLID COLABORATION WITH TECH COMPANIESBRAND COMMUNICATIONS R&DSTRATEGY AS EXECUTIONIDEAS ARE OVERRATED. DOING > SAYING. 2CONTENT AND CONVERSATION ARE THE KINGS-
  41. 41. -EXPERIMENTATION.MULTIDISCIPLINARITY.EFFECTIVENESS. OPENNESS.DISCOVERY. MONITORING.MEASURING. LEARNING.CLEAR KPIS. ROI PROOF. 1INCORPORATE SOFTWARE CULTURE.WORK LIKE A START-UP.BECOME YOUR CLIENT’S PARTNER.-
  42. 42. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION. 1 2 3It’s just not evenly Preparing for Strategy as Execution. distributed yet. disruption.
  43. 43. -STRATEGY AS EXECUTION- 3
  44. 44. -STRATEGY IS THE PROCESSOF MAKING ASSUMPTIONS.- 3
  45. 45. -AS THE WORLD BECOMES MORE COMPLEX,YOUR CHANCES OF BEING WRONG INCREASES.- 3
  46. 46. -PRODUCTS ANDEXPERIENCES REVEAL NEWOPPORTUNITIES FOR USAGEAFTER THEY’RE BUILT. 3-
  47. 47. -WE NEED AN UPGRADE IN OURCREATIVE DEPARTMENTS.ONE THAT BRINGS FEEDBACK,INNOVATION AND ITERATION INTOTHE GAME. 3REMIX IS THE HIGHEST HOMAGE TOCREATIVE WORK.-
  48. 48. -PROJECTS MUST CHANGE DURING ITS LIFECYCLE. SPECIALLY DIGITAL PLATFORMS.MANAGE CHANGE TO IMPROVE THE PROJECT,RELENTLESSLY. 3-
  49. 49. -STRATEGY, CREATIVE AND EXECUTION.THE QUEST FOR BALANCE- 3
  50. 50. -IS IT POSSIBLE?- 3
  51. 51. - actions messages behaviour VS perceptionDOING > SAYING participation one-way- influence persuasion
  52. 52. -CONTENT MUST EVOLVE WITH ITERATION.AS MUCH AS SOFTWARE.MUST BE ADAPTED.FLEXIBILITY IN ORDER TO TAKE PART IN AND 2PROVOKE CONVERSATIONS.-
  53. 53. - -CONTAGIOUS, BUSINESS OBJECTIVESNON CONTROLLABLE IDEAS BRANDS AND PURPOSESDISPOSITION FOR TESTING THEM PEOPLES INTERESTSITERATIVE EXECUTION --
  54. 54. - - -STORIES THAT CONVERSATIONS ACT AND REACTPROVOKE THAT PROVIDES ON THESECONVERSATIONS BRANDS A SHARE CONVERSATIONS- OF POPULAR 24.7.365 CULTURE - -

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