The document discusses digital strategy at the intersection of cultural strategy and digital disruption. Cultural strategy involves defining campaigns around cultural expressions that represent larger ideologies, while digital disruption occurs when technology innovates markets by transforming value networks. The document argues that considering both cultural strategy and digital disruption provides a richer framework for discussing brand strategy and planning in digital spaces. It provides examples like Soylent and Airbnb to illustrate this intersection.

1. DigitalStrategy
atTheIntersections
haydenlewis
December6,2016

2. Digital strategy as defined by the
Missouri School of Journalism:
“the strategy and
application of digital
mediums…
for digital campaigns”
Source:https://journalism.missouri.edu/programs/undergraduate/junior-senior/areas-study/strategic-communication-digital-strategy/
—
first off

3. “thestrategicmanagementanda
businessresponseto…
adigitalchallenge…
partofanoverallbusinessstrategy”
Source:https://en.wikipedia.org/wiki/Digital_strategy
Digital strategy as a broader discipline:
—
but then

4. Foodforthought
The intersection of:
(a) cultural strategy
(b) digital disruption
=
can help us think about digital strategy for brands

5. Foodforthought
The intersection of:
(a) cultural strategy
(b) digital disruption
=
can help us think about digital strategy for brands

6. (a) cultural strategy

7. (a) cultural strategy
Campaigns that are defined by a cultural
expression or phenomenon that represents
a larger ideology

8. (a) cultural strategy
Campaigns that are defined by a cultural
expression or phenomenon that represents
a larger ideology

9. (a) cultural strategy
Campaigns that are defined by a cultural
expression or phenomenon that represents
a larger ideology

10. (a) cultural strategy
Campaigns that are defined by a cultural
expression or phenomenon that
represents a larger ideology

11. (a) cultural strategy
- Professor Douglas Holt
late 70’s-era solo
willpower and
revival
farm-to-table
movement
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
Environmentalist
anti-consumerism
Campaigns that are defined by a cultural
expression or phenomenon that
represents a larger ideology

12. Moderncasestudy:
Soylent

13. Soylent
• Founded 2013
• “Healthy, convenient,
affordable food”
• “Staple meals”
• Powders
• Shakes
• Coffee drinks
• Powerbars

14. obv:SoylentGreen(1973)

18. Basic idea:
Convenient, affordable, and
nutritious replacement for
unhealthy meals.

19. Basic idea:
Convenient, affordable, and
nutritious replacement for
unhealthy meals.
…but wait

20. Soylent’s cultural ideology matrix
manifest ideology:
self-optimization
lifestyle engineering
aesthetic tributes:
minimalism
normcore
health goth
latent ideology:
radical self-perseverance
live to work
work-worship

21. Soylent’s cultural counter-ideology mix
farm-to-table
departure of the basic idea
of eating for joy
superficiality of privilege
equalizing commodity,
emphasizes work over play
maximalist consumerism
minimalist zeal, stoic dismissal
of worldly pleasures

22. More Soylent advertising
Injecting themselves into food debates

23. is it working?

24. is it working?
…too early to tell

25. Some bad press lately re algae

26. …but sales up

27. and continually strong cultural weight

28. (a) cultural strategy
for first half of digital strategy goodness
Farm-to-table
movement
broader point… think in terms of
Environmentalist
anti-consumerism
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
late 70’s-era solo
willpower and
revival

29. Farm-to-table
movement
Environmentalist
anti-consumerism
Campaigns that are defined by a cultural
expression or phenomenon
that represent
a larger ideology
(a) cultural strategy:
- Douglas Holt
Liberal hippiedom in
the Reagan era
cosmopolitan
coffeeshop culture
late 70’s-era solo
willpower and
revival

30. Backtothis:
Thinking at the intersection of:
(a) cultural strategy
(b) digital disruption
=
richer discussion of strategy and planning

31. …butontothis:
Thinking at the intersection of:
(a) cultural strategy
(b) digital disruption
=
richer discussion of strategy and planning

32. (b) digital disruption

33. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market

34. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market

35. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market

36. (b) digital disruption
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market

37. (b) digital disruption
Professor Clayton Christensen
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market
markets generally
=
ripe for digital disruption

38. on a macro-scale

39. Last 5 years innovation + the internet in:
• technology
• commerce
• media
have led to massive value creation…

40. http://www.visualcapitalist.com/chart-largest-companies-market-cap-15-years/
technology + commerce + media

41. (b) digital disruption
Retail Hospitality Transportation EntertainmentConsumer Goods
Professor Clayton Christensen
When markets and value networks are
disrupted by technological innovation,
challenging incumbent brands by
transforming the nature of the market

43. https://regmedia.co.uk/2013/08/29/amazon_chart.jpg
vs. traditional retail brands

44. Source: http://www.kpcb.com/internet-trends
vs. traditional retail brands

46. Source: http://www.wyattresearch.com/wp-content/uploads/2014/06/Uber-Peer-Chart-6.17.14.jpg
*…now: >$62 billion
taking over the world

47. Source: http://www.businessinsider.com/uber-valuation-vs-market-cap-of-publicly-traded-stocks-2015-12
taking over the world

48. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png
+ disrupting transportation globally

49. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png
+ disrupting transportation globally

51. http://amirsthoughts.com/wp-content/uploads/2015/06/AirBnB-vs-Traditional-Hotel-Companies.jpg
(Founded 2008)
(Founded 1927)
(Founded 1919)
(Founded 1980)
(Founded 1983)
(Founded 1981)
vs. incumbent hospitality brands

52. cultural strategy
=
new ground for incumbents to retain market
share amid digital disruption
as an example of how

53. it’s what led Marriott and Starwood to merge
and why Hilton is doing this…

55. something similar going on w/

57. CPG = Consumer Packaged Goods

58. Historically locked up by these guys

59. broke into CPG via e-commerce and virality

60. low margins of e-commerce (disruption)
+
high reach of viral video (disruption)
+
disruptive social mission (cultural strategy)
=
$$$

61. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png
what disruptive innovation can look like

62. (b) digital disruption
digital strategy branding goodness
…but so back to the point
(a) cultural strategy
and
Retail Hospitality Transportation EntertainmentConsumer Goods

63. When markets and value networks are always being
disrupted by
technological innovation,
challenging incumbent brands by
transforming the nature of the market
(b) digital disruption
- Clay Christensen
Retail Hospitality Transportation EntertainmentConsumer Goods

64. oldentertainmentmarket
followed a specific value chain
https://redef.com/original/age-of-abundance-how-the-content-explosion-will-invert-the-media-industry

65. newentertainmentmarket
disintermediation = digital disruption
https://redef.com/original/age-of-abundance-how-the-content-explosion-will-invert-the-media-industry

66. forcomparison

67. examples&disintermediators

68. cultural strategy + digital disruption
=
digital strategy game boost

69. ?