Same, same but different - What is strategy in Digital?
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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.
Same, same but different - What is strategy in Digital?
- 1. Same same. But different.Thedayplanningbecame digital1Powerpoint Vorlage 201007.12.2009
- 2. HelloWe‘refromthe Internetz2Powerpoint Vorlage 201007.12.2009
- 4. 1978TomohiroNishikadocreates a GamecalledSpaceInvaders.4Powerpoint Vorlage 201007.12.2009
- 6. 2009A gamebecomesthe best sellingpiece of entertainment6Powerpoint Vorlage 201007.12.2009
- 7. SpaceInvaders was nota perfectvisualexperience.Butitlived and reacted.That was new andmadetheinvasionsucceed.7Powerpoint Vorlage 201007.12.2009
- 8. Powerpoint Vorlage 2010TheSpace Invasion in Advertisingcomesfrom Digital. Itlives and reacts real time. And that‘s a completelynewchallengeforstrategists. Butlet‘sstep back and askourselvesIsthere a genuine digital strategy?Ifyes, why and howisit different?Can I learnit?OurkeyquestionsfortodayDigital Strategy07.12.20098
- 9. Assumption:Thereis a genuine digital strategy.Itisbased on whatweknow.Butitexpandsouroptionsrigorously.Same, same. But different.9Powerpoint Vorlage 201007.12.2009
- 10. sameHow do wesolveproblems?10Eine einzeilige Fu?zeile07.12.2009
- 12. ?The best possiblesolutions come onlyfrom a combination of rational analysisbased on the nature of things, and ima-ginativereintegration of all the differentitemsinto a newpattern, usingnon-linearbrain power.“Powerpoint Vorlage 201007.12.200912KenichiOhmae, Themind of theStrategist
- 13. Logical / Linear Thinking
- 14. Lateral / Creative Thinking
- 15. Strategic Thinking / Planning
- 17. ?Wenn du die Pipe per API über OAuth triggerst, hast du ruckzuck den Streamaggregiert, den du dann enstpannt für die Wall parsen kannst.“17Powerpoint Vorlage 201007.12.2009
- 18. ?Simpel. Einfach nur die Action triggern und danach natürlich das Event dispatchen.“18Powerpoint Vorlage 201007.12.2009
- 20. Powerpoint Vorlage 20102007.12.2009A lot of stuffgoing on behindthescenesThetruth
- 21. Powerpoint Vorlage 20102107.12.2009Same, same. But different.A comparisonadidasRunningprint adadidasRunningwebsite
- 22. Powerpoint Vorlage 20102207.12.2009Same, same. But different.A comparisonadidasRunningprint adadidasRunningwebsiteMakesthings
- 23. Powerpoint Vorlage 20102307.12.2009Same, same. But different.Thebrand‘s digital ecosystemWidgetsSocialNet-worksGamingeCom-merceBanner adsCRMMobileInStore
- 24. Powerpoint Vorlage 2010Motion DesignerScreen DesignerCopywriterContent EditorInformation ArchitectConceptDeveloperDeveloper (Backend, Frontend, Flash, Typo3, PHP, etc.)ThecreativehydraThepeople07.12.200924
- 25. Powerpoint Vorlage 2010CRMSEO / SEMTools & ApplicationsMobileWeb & Media AnalystSocial Media ConsultantStrategicPlannerMedia PlannerSpecial Disciplines07.12.200925
- 26. Powerpoint Vorlage 20102607.12.2009Not AdsbutProductsComplex form of communicationPull mediumUser centeredMeasurableSame but different
- 27. Digital isitsownworld,built on many different touchpoints.Itconsists of data.Data thatcanbemeasured and usedto drivethecustomerwherewewanthim.But, oh...thereisonemorething.27Powerpoint Vorlage 201007.12.2009
- 28. Powerpoint Vorlage 20102807.12.2009Digital conversations as newlayer in brand communicationBeyondthe brand
- 29. Powerpoint Vorlage 2010Communication in the 2.0EcosystemBrand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.Passive brand assets07.12.200929Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.Active brand assetsBrand supports P2P communication, asksforfeedback, offersshareablitySemiactive brand assets
- 30. Powerpoint Vorlage 2010Communication in the 2.0Ecosystem07.12.200930Communicationdirectlysponsoredbythe brand. Brand pushesinformation, distributescontentactively.Active brand assets
- 31. Powerpoint Vorlage 2010Same brand, different experienceStorytelling07.12.200931
- 32. Powerpoint Vorlage 2010Same brand, different experiencePersonalization07.12.200932
- 33. Powerpoint Vorlage 2010Same brand, different experienceConsulting07.12.200933
- 34. Powerpoint Vorlage 2010Communication in the 2.0Ecosystem07.12.200934Brand supports P2P communication, asksforfeedback, offersshareablitySemiactive brand assets
- 35. ConversationstarterSame brand, different experience
- 36. ConversationstarterSame brand, different experience
- 37. Powerpoint Vorlage 2010Communication in the 2.0EcosystemBrand relevant communicationwhichisnotdirectlyinfluencedbythe brand – with different types of P2P communication.Passive brand assets07.12.200937
- 38. 2008Facebook as big as Brazil38Powerpoint Vorlage 201007.12.2009
- 39. 2009Facebook as big as Indonesia39Powerpoint Vorlage 201007.12.2009
- 40. 2010Facebookbigger as the U.S.40Powerpoint Vorlage 201007.12.2009
- 41. Twocrucialproperties of theecosystem:Feedback and real time.Psst...brandsdon‘tlikethat. And strategists will have to thinknew.41Powerpoint Vorlage 201007.12.2009
- 42. 90%of thesocialuniverseareunderwater. It‘sintelligence42Powerpoint Vorlage 201007.12.2009
- 43. Powerpoint Vorlage 201007.12.200943The fast laneFrombigideas to microstrategies
- 44. Search and destroySame problem, different ways to solveit
- 45. Gatherinsights and reactSame problem, different ways to solveit
- 46. EngageSame problem, different ways to solveit
- 48. Powerpoint Vorlage 2010Strategy will stay an essential discipline in a digital world. Research, analysis and sophisticatedplanningforwhateverhappens, morethanever will seperatethe good fromtheuglyagencies.A traditional understanding of planningSeriousness, skills, loveWhatplannersshould carry on withSame07.12.200948
- 50. Powerpoint Vorlage 2010Strategyisnot 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 digitalBe fastThinkconversationAcceptperpetualbetaWhatplannersshouldrethinkDifferent07.12.200950
- 53. https://www.xing.com/profile/Achim_SchauerteNeue Digitale / Razorfishtwitter.com/neuedigitale
- 54. facebook.com/neuedigitale.razorfishNow back to Frankfurt51Powerpoint Vorlage 201007.12.2009
- 55. Powerpoint Vorlage 2010Wir alle sind heute irgendwie hierher gekommen.Denkt bitte mal an eure Reise hierher zurück. Egal, ob ihr aus Düsseldorf oder aus Berlin angereist seid:Was waren die tollen Interaktionen/Elemente dieser Reise?
- 56. Was lief schief?
- 57. Wie k?nnte man diese Probleme l?sen?Ganz simpel eigentlichDie Aufgabe07.12.200952