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Future of Marketing - and the Role of Facebook #AFBMC

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Vortrag von Curt Simon Harlinghausen auf der AllFacebook Marketing Conference 2017 in Berlin.

Details:
https://conference.allfacebook.de/session/keynote-berlin2017/

Published in: Social Media
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Future of Marketing - and the Role of Facebook #AFBMC

  1. 1. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA HÖREN
  2. 2. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA FÜHLEN
  3. 3. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SEHEN
  4. 4. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA RIECHEN
  5. 5. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SCHMECKEN
  6. 6. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA HERZLICH
 WILLKOMMEN
  7. 7. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA IM ZEITALTER
 DER SENSOREN
  8. 8. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  9. 9. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  10. 10. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA 3.200.000.000
  11. 11. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ES GEHT NICHT MEHR 
 NUR UMS ANTWORTEN

  12. 12. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ES GEHT UMS
 VERSTEHEN
  13. 13. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  14. 14. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA HERZLICH
 WILLKOMMEN
  15. 15. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA IN EINER WELT
 VOLLER DIGITALER EMPATHIE
  16. 16. EMOTION TRACKER @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  17. 17. EMOTION TRACKER @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  18. 18. NANO TRANSPONDER CHIPS @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  19. 19. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA HERZLICH
 WILLKOMMEN
 IN DER ZUKUNFT
  20. 20. Curt Simon Harlinghausen
 EMEA Lead Business Transformation FUTURE OF MARKETING 
 UND DIE ROLLE VON FACEBOOK
  21. 21. // EMEA Lead Business Transformation 
 for Publicis Media
 
 // CDO Starcom
 
 // CEO akom360
 
 // Consultant, Entrepreneur, Lecturer and Nerd 
 // Auf Facebook seit 2007 Line / Twitter / Facebook / LinkedIn / Youtube / Snapchat: harlinghausen CURT SIMON HARLINGHAUSEN @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  22. 22. STILL ON THE FLY … @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  23. 23. WE UNLOCK GROWTH 
 BY REENGINEERING OUR CLIENTS’ CUSTOMER EXPERIENCE. 
 PUBLICIS MEDIA BUSINESS TRANSFORMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  24. 24. PUBLICIS MEDIA BUSINESS TRANSFORMATION 24 Requiring an integrated approach to technology and creativity TECHNOLOGY INTERACTIVE PERSONALIZATION PASSIONS SUSTAINABILITY VALUE ON-DEMAND MOBILE BRANDS STORYTELLING EMOTIONS CONTEXT CREATIVITY/ INNOVATION CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  25. 25. PUBLICIS BUSINESS MODEL CANVAS @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA KEY PARTNERS Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from partners? Which key activities do partners perform? MOTIVATIONS FOR PARTNERSHIPS » Optimization and economy » Reduction of risk and uncertainty » Acquisition of particular resources and activities BUSINESS MODEL CANVAS KEY ACTIVITIES What key activities do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? CATEGORIES » Production » Problem solving » Platform /Network VALUE PROPOSITIONS What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each customer segment? Which customer needs are we satisfying? CHARACTERISTICS » Newness » Performance » Customization „Getting the job done“» » Design » Brand /Status » Price » Cost reduction » Risk reduction » Accessibility MOTIVATION Why and not how is the customer willing to interact with you? What is his current motivation and not his need? CUSTOMER RELATIONSHIPS What type of relationship does each of our customer segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? EXAMPLES » Personal assistance » Dedicated personal assistance » Self-Service » Automated services » Communities » Co-creation CUSTOMER SEGMENTS For whom are we creating value? Who are our most important customers? CATEGORIES » Mass market » Niche market » Segmented Diversified» » Multi-sided platform KEY RESOURCES What key resources do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? TYPES OF RESOURCES » Physical » Intellectual (brand patents, copyrights, data) » Human CHANNELS Through which channels do our customer segments want to be reached? How are we reaching them now? How are our channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? CHANNEL PHASES 1. Awareness » How do we raise awareness about our company’s products and services? 2. Evaluation » How do we help customers evaluate our organization’s value proposition? 3. Purchase » How do we allow customers to purchase specific products and services? 4. Delivery 5. After sales » How do we deliver a value proposition to customers? » How do we provide post-purchase customer support? COST STRUCTURE What are the most important costs inherent in our business model? Which key resources are most expensive? Which key activities are most expensive? IS YOUR BUSINESS MORE » Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) » Value driven (focused on value creation, premium value proposition) SAMPLE CHARACTERISTICS » Fixed costs (salaries, rents, utilities) » Variable costs » Economies of scale » Economies of scope KPIs What are the 5-10 most relevant KPIs? Which facts drive your model the most? EXAMPLES » Quantitative KPIs » Qualitative KPIs » Conversions » Reach /Frequency REVENUE STREAMS For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each revenue stream contribute to overall revenues? TYPES » Asset sale » Usage fees » Subscription fees » Lending /Renting /Leasing » Licensing » Brokerage fees » Advertising FIXED PRICING » List price » Product feature dependent » Customer segment dependent » Volume dependent DYNAMIC PRICING » Negotiation (bargaining) » Yield management » Real-Time-Market
  26. 26. CANVAS by ALEXANDER OSTERWALDER @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA KEY PARTNERS Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from partners? Which key activities do partners perform? MOTIVATIONS FOR PARTNERSHIPS » Optimization and economy » Reduction of risk and uncertainty » Acquisition of particular resources and activities KEY ACTIVITIES What key activities do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? CATEGORIES » Production » Problem solving » Platform /Network VALUE PROPOSITIONS What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each customer segment? Which customer needs are we satisfying? CHARACTERISTICS » Newness » Performance » Customization „Getting the job done“» » Design » Brand /Status » Price » Cost reduction » Risk reduction » Accessibility MOTIVATION Why and not how is the customer willing to interact with you? What is his current motivation and not his need? CUSTOMER RELATIONSHIPS What type of relationship does each of our customer segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? EXAMPLES » Personal assistance » Dedicated personal assistance » Self-Service » Automated services » Communities » Co-creation CUSTOMER SEGMENTS For whom are we creating value? Who are our most important customers? CATEGORIES » Mass market » Niche market » Segmented Diversified» » Multi-sided platform KEY RESOURCES What key resources do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? TYPES OF RESOURCES » Physical » Intellectual (brand patents, copyrights, data) » Human CHANNELS Through which channels do our customer segments want to be reached? How are we reaching them now? How are our channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? CHANNEL PHASES 1. Awareness » How do we raise awareness about our company’s products and services? 2. Evaluation » How do we help customers evaluate our organization’s value proposition? 3. Purchase » How do we allow customers to purchase specific products and services? 4. Delivery 5. After sales » How do we deliver a value proposition to customers? » How do we provide post-purchase customer support? COST STRUCTURE What are the most important costs inherent in our business model? Which key resources are most expensive? Which key activities are most expensive? IS YOUR BUSINESS MORE » Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) » Value driven (focused on value creation, premium value proposition) SAMPLE CHARACTERISTICS » Fixed costs (salaries, rents, utilities) » Variable costs » Economies of scale » Economies of scope KPIs What are the 5-10 most relevant KPIs? Which facts drive your model the most? EXAMPLES » Quantitative KPIs » Qualitative KPIs » Conversions » Reach /Frequency REVENUE STREAMS For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each revenue stream contribute to overall revenues? TYPES » Asset sale » Usage fees » Subscription fees » Lending /Renting /Leasing » Licensing » Brokerage fees » Advertising FIXED PRICING » List price » Product feature dependent » Customer segment dependent » Volume dependent DYNAMIC PRICING » Negotiation (bargaining) » Yield management » Real-Time-Market
  27. 27. FUTURE OF MARKETING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // DATA
 // AUTOMATION / PROGRAMMATIC // MOBILE
 // CONTENT // CREATIVITY
 // TALENTS
  28. 28. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // DATA
  29. 29. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA DATA IS THE NEW BACON
  30. 30. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA AWARENESS ORIENTATION PRIORISATION INTENTION CONVERSION (ENGAGEMENT / LEAD / SALE) SUPPORT LOYALITY ADVOCACY
  31. 31. DATA @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // FIRST PARTY
 
 // THIRD PARTY
 
 // USER DATA
  32. 32. DATA @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA EVERY MONTH 
 THE NUMBER
 OF DATA SOURCES
 GROW BY ABOUT
 80%
  33. 33. DATA @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  34. 34. FIRST PARTY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // WEBSITE/APP
 
 // CRM
 
 // ANALYTICS
  35. 35. THIRD PARTY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // PARTNER
 
 // ADVERTISER
 
 // IOT / SENSOR
  36. 36. USER DATA @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // PROACTIVE
 
 // UNCONSCIUOS
 
 // FORCED
  37. 37. THE ESSENTIAL OF DATA @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // CORRECTNESS
 
 // CONSISTANCY
 
 // COMPLETENESS 3C
  38. 38. TRACKING / MONITORING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA N2N-Tracking
  39. 39. DELTA AIRLINE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  40. 40. MAIN OBJECTIVE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA CONSUMER CENTRICITY
  41. 41. CORE TOPIC @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  42. 42. CORE TOPIC @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  43. 43. COSTUMER CONSUMER JOURNEYS – MAKE DATA ACTIONABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  44. 44. DEVELOPING A DIGITAL-STRATEGY 45 CONSUMER JOURNEYS RAMP UP TARGETS CORE-CHALLENGES TOUCHPOINT EVALUATION TOUCHPOINT CLUSTER 5-SPACE-MODEL NEW PERSONAS STORYBOARDS BUSINESS MODELLING TREND ANALYSIS DEFINE DISCOVER CREATE IMPLEMENTSELECT TOUCHPOINT STRATEGY DIGITAL STRATEGY BUSINESS MODEL CANVAS CONDENSATION TOUCHPOINT MATRIX
  45. 45. MAIN OBJECTIVE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THE BETTER IS 
 THE ENEMY 
 OF THE GOOD
  46. 46. Facebook Statement Einstiegsstatement > Kurzvorstellung Simon
 > Kurzvorstellung Kristin
 > Kurzvorstellung Jo
 > Kurzvorstellung Matthias
 > Kurzvorstellung Agentur RELEVANCY
 IS MOST IMPORTANT Sergey Brin
  47. 47. RELEVANCY
 IS MOST IMPORTANT MARK ZUCKERBERG
  48. 48. Einstiegsstatement > Kurzvorstellung Simon
 > Kurzvorstellung Kristin
 > Kurzvorstellung Jo
 > Kurzvorstellung Matthias
 > Kurzvorstellung Agentur „This object can 
 not be liked“ Prof. Dr. Mirjam Meckel
  49. 49. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA KEY FEATURE:
 
 REAL TIME 
 PERSONA MATCHING
 IN CONTEXT
  50. 50. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA DATA IS GETTING
 MORE AND MORE
 IMPORTANT
  51. 51. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA HOW CAN WE
 SECURE 
 OUR DATA?
  52. 52. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA WE CAN’T!
  53. 53. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  54. 54. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA BUT WE HAVE
 TO TRY EVERYTHING!
  55. 55. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA EVERYONE 
 OF US!
  56. 56. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  57. 57. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA BLOCKCHAIN
 BITCOIN
 AND TOLKEN
  58. 58. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // AUTOMATION
  59. 59. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA BENCHMARKING
  60. 60. PROGRAMMATIC ADVERSTING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  61. 61. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  62. 62. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  63. 63. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA AI ISN’T
 READY.
 
 YET.
  64. 64. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  65. 65. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  66. 66. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ARTIFICAL INTELLIGENCE
 BEDEUTET, DASS SICH 
 SYSTEME SELBST IN FRAGE STELLEN UND ANFANGEN SICH ZU 
 OPTIMIEREN
  67. 67. AUTOMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA MASCHINEN HABEN 
 KEINE TRÄUME UND
 KEINE VISIONEN
  68. 68. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // MOBILE
  69. 69. MOBILE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  70. 70. MOBILE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  71. 71. MOBILE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // MOBILE FIRST
 
 // THINK MOBILE
 
 // TRACK MOBILE
  72. 72. MOBILE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA MOBILE EVERYTHING
  73. 73. MOBILE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  74. 74. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // CONTENT
  75. 75. SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  76. 76. TIMING SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  77. 77. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SENSOR
 DATA time location body Motion
  78. 78. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SENSOR
 DATA EVENTS time location body transport
 mode semantic
 time location
 type lifestyle
 activities Motion
  79. 79. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SENSOR
 DATA MOMENTSEVENTS time location body transport
 mode semantic
 time location
 type lifestyle
 activities realtime
 context before
 & after intent mood
 swings Motion
  80. 80. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SENSOR
 DATA MOMENTSEVENTS PROFILE time location body transport
 mode semantic
 time location
 type lifestyle
 activities realtime
 context before
 & after intent mood
 swings mobility lifestyle places relation Motion
  81. 81. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SENSOR
 DATA MOMENTSEVENTS PROFILE time location body transport
 mode semantic
 time location
 type lifestyle
 activities realtime
 context before
 & after intent mood
 swings mobility lifestyle places relation WHAT / WHERE / HOW WHOWHY Motion
  82. 82. Snackability in format, quantity, quality, visualization,
 technology and personalization.
 
 Content is still king SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  83. 83. Snackability in format, quantity, quality, visualization,
 technology and personalization.
 
 Content is still king, but … SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  84. 84. Snackability in format, quantity, quality, visualization,
 technology and personalization.
 
 Content is still king, but
 Realtime Content is Kingkong SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  85. 85. Snackability in format, quantity, quality, visualization,
 technology and personalization.
 
 Content is still king, but
 Realtime Content is Kingkong
 with Context 
 it is DonkeyKong SNACKABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  86. 86. SHAREABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  87. 87. SHAREABLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  88. 88. SURPRISING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  89. 89. SURPRISING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA TARGETING
  90. 90. SURPRISING @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  91. 91. STRATEGIC @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  92. 92. STRATEGIC @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA RETENTION
  93. 93. STRATEGIC @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  94. 94. SPEED @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  95. 95. SPEED @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA FIRST MOVER
  96. 96. SPEED @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  97. 97. SIMPLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  98. 98. SIMPLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA As Goethe said once:
 
 “If I had more time, 
 I would have written 
 a shorter letter“
  99. 99. SIMPLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA EXECUTION
  100. 100. SIMPLE @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA Keep in mind:
 
 KEEP IT SIMPLE, MAKE IT REAL
  101. 101. CANVAS by ALEXANDER OSTERWALDER @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA KEY PARTNERS Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from partners? Which key activities do partners perform? MOTIVATIONS FOR PARTNERSHIPS » Optimization and economy » Reduction of risk and uncertainty » Acquisition of particular resources and activities BUSINESS MODEL CANVAS KEY ACTIVITIES What key activities do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? CATEGORIES » Production » Problem solving » Platform /Network VALUE PROPOSITIONS What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each customer segment? Which customer needs are we satisfying? CHARACTERISTICS » Newness » Performance » Customization „Getting the job done“» » Design » Brand /Status » Price » Cost reduction » Risk reduction » Accessibility MOTIVATION Why and not how is the customer willing to interact with you? What is his current motivation and not his need? CUSTOMER RELATIONSHIPS What type of relationship does each of our customer segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? EXAMPLES » Personal assistance » Dedicated personal assistance » Self-Service » Automated services » Communities » Co-creation CUSTOMER SEGMENTS For whom are we creating value? Who are our most important customers? CATEGORIES » Mass market » Niche market » Segmented Diversified» » Multi-sided platform KEY RESOURCES What key resources do our value propositions require? Our distribution channels? Customer relationships? Revenue streams? TYPES OF RESOURCES » Physical » Intellectual (brand patents, copyrights, data) » Human CHANNELS Through which channels do our customer segments want to be reached? How are we reaching them now? How are our channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? CHANNEL PHASES 1. Awareness » How do we raise awareness about our company’s products and services? 2. Evaluation » How do we help customers evaluate our organization’s value proposition? 3. Purchase » How do we allow customers to purchase specific products and services? 4. Delivery 5. After sales » How do we deliver a value proposition to customers? » How do we provide post-purchase customer support? COST STRUCTURE What are the most important costs inherent in our business model? Which key resources are most expensive? Which key activities are most expensive? IS YOUR BUSINESS MORE » Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) » Value driven (focused on value creation, premium value proposition) SAMPLE CHARACTERISTICS » Fixed costs (salaries, rents, utilities) » Variable costs » Economies of scale » Economies of scope KPIs What are the 5-10 most relevant KPIs? Which facts drive your model the most? EXAMPLES » Quantitative KPIs » Qualitative KPIs » Conversions » Reach /Frequency REVENUE STREAMS For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each revenue stream contribute to overall revenues? TYPES » Asset sale » Usage fees » Subscription fees » Lending /Renting /Leasing » Licensing » Brokerage fees » Advertising FIXED PRICING » List price » Product feature dependent » Customer segment dependent » Volume dependent DYNAMIC PRICING » Negotiation (bargaining) » Yield management » Real-Time-Market
  102. 102. // SNACKABLE
 
 // SHAREABLE
 
 // SURPRISING
 
 // STRATEGIC 
 // SPEED
 
 // SIMPLE 6S SUCCESS SET
 4 GREAT CONTENT 6S@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA 6S
  103. 103. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // CREATIVITIY
  104. 104. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  105. 105. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA EIN GUTER POST 
 MUSS WIE EIN PLAKAT
 WIRKEN.
  106. 106. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA UND EIN GUTES VIDEO
 WIE EINE 
 KURZGESCHICHTE.
  107. 107. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ES GEHT UM DIE WERTE,
 PRODUKTE, GESCHICHTEN
 ZU ERLEBEN. 
 (SENSOREN)
  108. 108. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  109. 109. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  110. 110. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA JEDE IDEE IST NUR
 SO GUT WIE IHRE
 AUSFÜHRUNG.
  111. 111. CREATIVITY
  112. 112. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA SEID NEUGIERIGER
  113. 113. CREATIVITY @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ES GEHT UM PASSION
 UND AMBITIONEN.
  114. 114. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA // TALENT
  115. 115. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THERE A NEW JOBS OUT THERE:
  116. 116. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THERE A NEW JOBS OUT THERE:
 > GROWTH HACKER
 > ANALYTICS ADVISER
 > SIMPLICITY ENGINEER

  117. 117. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THERE A NEW JOBS OUT THERE:
 > GROWTH HACKER
 > ANALYTICS ADVISER
 > SIMPLICITY ENGINEER
 > HEAD OF CAT CONTENT
  118. 118. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THERE A NEW JOBS OUT THERE:
 > GROWTH HACKER
 > ANALYTICS ADVISER
 > SIMPLICITY ENGINEER
 > HEAD OF CONTEXT
  119. 119. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA WE LIVE IN TECH WORLD NOW.
  120. 120. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA WE LIVE IN TECH WORLD NOW.
 
 TOOLS AND ALGORITHM WILL 
 TAKE MORE AND MORE JOBS.
  121. 121. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA EVERY TOOL IS JUST AS GOOD 
 AS THE TALENTS USING IT.
 
 A TOOL IS JUST A TOOL!
  122. 122. TALENT @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA THIS IS WHY WE ALL HAVE TO
 TRANSFORM
  123. 123. TRANSFORMATION @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA BUSINESS TRANSFORMATION IS
 BULLSH*T
  124. 124. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  125. 125. LESEN UND VERSTEHEN, DANK @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA https://allfacebook.de
  126. 126. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA ONE MORE THING:
  127. 127. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
  128. 128. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA BEI FRAGEN
 FRAGT ALEX
  129. 129. THANK YOU 3.0 @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA DOING IS THE NEW CONSULTING

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