This document discusses the differences between traditional and digital strategies. Some key points made include: - Digital strategies are based on data that can be measured and used to drive customers. This allows for testing and learning. - The digital landscape involves many touchpoints and ecosystems beyond just the brand's direct messaging. - Strategists will need to think differently in this environment, embracing concepts like real-time feedback, conversation, and perpetual testing and learning.

1. Same same. But different. Thedayplanningbecame digital 1 Powerpoint Vorlage 2010 07.12.2009

2. Hello We‘refromthe Internetz 2 Powerpoint Vorlage 2010 07.12.2009

3. Razorfish 3 Powerpoint Vorlage 2010 07.12.2009

4. 1978 TomohiroNishikadocreates a GamecalledSpaceInvaders. 4 Powerpoint Vorlage 2010 07.12.2009

6. 2009 A gamebecomesthe best sellingpiece of entertainment 6 Powerpoint Vorlage 2010 07.12.2009

7. SpaceInvaders was not a perfectvisualexperience. Butitlived and reacted. That was new and madetheinvasionsucceed. 7 Powerpoint Vorlage 2010 07.12.2009

8. Powerpoint Vorlage 2010 TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a completelynewchallengeforstrategists. Butlet‘sstep back and askourselves Isthere a genuine digital strategy? Ifyes, why and howisit different? Can I learnit? Ourkeyquestionsfortoday Digital Strategy 07.12.2009 8

9. Assumption: Thereis a genuine digital strategy. Itisbased on whatweknow. Butitexpandsouroptionsrigorously. Same, same. But different. 9 Powerpoint Vorlage 2010 07.12.2009

10. same How do wesolveproblems? 10 Eine einzeilige Fußzeile 07.12.2009

11. 11 Powerpoint Vorlage 2010 07.12.2009

12. „The best possiblesolutions come only from a combination of rational analysis based on the nature of things, and ima- ginativereintegration of all the different itemsinto a newpattern, using non-linearbrain power.“ Powerpoint Vorlage 2010 07.12.2009 12 KenichiOhmae, Themind of theStrategist

13. Logical / Linear Thinking

14. Lateral / Creative Thinking

15. Strategic Thinking / Planning

16. different Theotherpeoplearoundme 16 Eine einzeilige Fußzeile 07.12.2009

17. „Wenn du die Pipe per API über OAuth triggerst, hast du ruckzuck den Streamaggregiert, den du dann enstpannt für die Wall parsen kannst.“ 17 Powerpoint Vorlage 2010 07.12.2009

18. „Simpel. Einfach nur die Action triggern und danach natürlich das Event dispatchen.“ 18 Powerpoint Vorlage 2010 07.12.2009

19. 19 Powerpoint Vorlage 2010 07.12.2009

20. Powerpoint Vorlage 2010 20 07.12.2009 A lot of stuffgoing on behindthescenes Thetruth

21. Powerpoint Vorlage 2010 21 07.12.2009 Same, same. But different. A comparison adidasRunningprint ad adidasRunningwebsite

22. Powerpoint Vorlage 2010 22 07.12.2009 Same, same. But different. A comparison adidasRunningprint ad adidasRunningwebsite Makesthings

23. Powerpoint Vorlage 2010 23 07.12.2009 Same, same. But different. Thebrand‘s digital ecosystem Widgets SocialNet-works Gaming eCom-merce Banner ads CRM Mobile InStore

24. Powerpoint Vorlage 2010 Motion Designer Screen Designer Copywriter Content Editor Information Architect ConceptDeveloper Developer (Backend, Frontend, Flash, Typo3, PHP, etc.) Thecreativehydra Thepeople 07.12.2009 24

25. Powerpoint Vorlage 2010 CRM SEO / SEM Tools & Applications Mobile Web & Media Analyst Social Media Consultant StrategicPlanner Media Planner Special Disciplines 07.12.2009 25

26. Powerpoint Vorlage 2010 26 07.12.2009 Not AdsbutProducts Complex form of communication Pull medium User centered Measurable Same but different

27. Digital isitsownworld, built on many different touchpoints. Itconsists of data. Data thatcanbemeasured and used to drivethecustomerwherewewanthim. But, oh...thereisonemorething. 27 Powerpoint Vorlage 2010 07.12.2009

28. Powerpoint Vorlage 2010 28 07.12.2009 Digital conversations as newlayer in brand communication Beyondthe brand

29. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication. Passive brand assets 07.12.2009 29 Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively. Active brand assets Brand supports P2P communication, asksforfeedback, offersshareablity Semiactive brand assets

30. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem 07.12.2009 30 Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively. Active brand assets

31. Powerpoint Vorlage 2010 Same brand, different experience Storytelling 07.12.2009 31

32. Powerpoint Vorlage 2010 Same brand, different experience Personalization 07.12.2009 32

33. Powerpoint Vorlage 2010 Same brand, different experience Consulting 07.12.2009 33

34. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem 07.12.2009 34 Brand supports P2P communication, asksforfeedback, offersshareablity Semiactive brand assets

35. Conversationstarter Same brand, different experience

36. Conversationstarter Same brand, different experience

37. Powerpoint Vorlage 2010 Communication in the 2.0 Ecosystem Brand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication. Passive brand assets 07.12.2009 37

38. 2008 Facebook as big as Brazil 38 Powerpoint Vorlage 2010 07.12.2009

39. 2009 Facebook as big as Indonesia 39 Powerpoint Vorlage 2010 07.12.2009

40. 2010 Facebookbigger as the U.S. 40 Powerpoint Vorlage 2010 07.12.2009

41. Twocrucialproperties of theecosystem: Feedback and real time. Psst...brandsdon‘tlikethat. And strategists will have to thinknew. 41 Powerpoint Vorlage 2010 07.12.2009

42. 90% of thesocialuniverseareunderwater. It‘sintelligence 42 Powerpoint Vorlage 2010 07.12.2009

43. Powerpoint Vorlage 2010 07.12.2009 43 The fast lane Frombigideas to microstrategies

44. Search and destroy Same problem, different ways to solveit

45. Gatherinsights and react Same problem, different ways to solveit

46. Engage Same problem, different ways to solveit

47. same Whatplannersshouldkeep. 47 Eine einzeilige Fußzeile 07.12.2009

48. Powerpoint Vorlage 2010 Strategy will stay an essential discipline in a digital world. Research, analysis and sophisticatedplanningforwhateverhappens, morethanever will seperatethe good fromtheuglyagencies. A traditional understanding of planning Seriousness, skills, love Whatplannersshould carry on with Same 07.12.2009 48

49. different Whatplannersmustrethink. 49 Eine einzeilige Fußzeile 07.12.2009

50. Powerpoint Vorlage 2010 Strategyisnot an areawithrestrictedaccessforplanners. Many different disciplinesdemand a strategicrole. Plus, theusercomesintothebrand‘sreality. Brands cannotsimply stick to communicatingwhattheyrepresent. Theyhave to prove a use – in real time withcustomerfeedback. Live digital Be fast Thinkconversation Acceptperpetualbeta Whatplannersshouldrethink Different 07.12.2009 50

54. facebook.com/neuedigitale.razorfishNow back to Frankfurt 51 Powerpoint Vorlage 2010 07.12.2009

56. Was lief schief?

57. Wie könnte man diese Probleme lösen?Ganz simpel eigentlich Die Aufgabe 07.12.2009 52