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Digital Strategy at the Intersections

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Digital Strategy at the Intersections

  1. 1. DigitalStrategy
 atTheIntersections haydenlewis December6,2016
  2. 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. 3. “thestrategicmanagementanda businessresponseto… adigitalchallenge… partofanoverallbusinessstrategy” Source:https://en.wikipedia.org/wiki/Digital_strategy Digital strategy as a broader discipline: — but then
  4. 4. Foodforthought The intersection of:
 (a) cultural strategy (b) digital disruption = can help us think about digital strategy for brands
  5. 5. Foodforthought The intersection of:
 (a) cultural strategy (b) digital disruption = can help us think about digital strategy for brands
  6. 6. (a) cultural strategy
  7. 7. (a) cultural strategy Campaigns that are defined by a cultural expression or phenomenon that represents a larger ideology
  8. 8. (a) cultural strategy Campaigns that are defined by a cultural expression or phenomenon that represents a larger ideology
  9. 9. (a) cultural strategy Campaigns that are defined by a cultural expression or phenomenon that represents a larger ideology
  10. 10. (a) cultural strategy Campaigns that are defined by a cultural expression or phenomenon that represents a larger ideology
  11. 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. 12. Moderncasestudy: Soylent
  13. 13. Soylent • Founded 2013 • “Healthy, convenient, affordable food” • “Staple meals” • Powders • Shakes • Coffee drinks • Powerbars
  14. 14. obv:SoylentGreen(1973)
  15. 15. Basic idea: Convenient, affordable, and nutritious replacement for unhealthy meals.
  16. 16. Basic idea: Convenient, affordable, and nutritious replacement for unhealthy meals. …but wait
  17. 17. 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
  18. 18. 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
  19. 19. More Soylent advertising Injecting themselves into food debates
  20. 20. is it working?
  21. 21. is it working? …too early to tell
  22. 22. Some bad press lately re algae
  23. 23. …but sales up
  24. 24. and continually strong cultural weight
  25. 25. (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
  26. 26. 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
  27. 27. Backtothis: Thinking at the intersection of:
 (a) cultural strategy (b) digital disruption = richer discussion of strategy and planning
  28. 28. …butontothis: Thinking at the intersection of:
 (a) cultural strategy (b) digital disruption = richer discussion of strategy and planning
  29. 29. (b) digital disruption
  30. 30. (b) digital disruption When markets and value networks are disrupted by technological innovation, challenging incumbent brands by transforming the nature of the market
  31. 31. (b) digital disruption When markets and value networks are disrupted by technological innovation, challenging incumbent brands by transforming the nature of the market
  32. 32. (b) digital disruption When markets and value networks are disrupted by technological innovation, challenging incumbent brands by transforming the nature of the market
  33. 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. 34. (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
  35. 35. on a macro-scale
  36. 36. Last 5 years innovation + the internet in:
 • technology • commerce • media have led to massive value creation…
  37. 37. http://www.visualcapitalist.com/chart-largest-companies-market-cap-15-years/ technology + commerce + media
  38. 38. (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
  39. 39. https://regmedia.co.uk/2013/08/29/amazon_chart.jpg vs. traditional retail brands
  40. 40. Source: http://www.kpcb.com/internet-trends vs. traditional retail brands
  41. 41. Source: http://www.wyattresearch.com/wp-content/uploads/2014/06/Uber-Peer-Chart-6.17.14.jpg *…now: >$62 billion taking over the world
  42. 42. Source: http://www.businessinsider.com/uber-valuation-vs-market-cap-of-publicly-traded-stocks-2015-12 taking over the world
  43. 43. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png + disrupting transportation globally
  44. 44. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png + disrupting transportation globally
  45. 45. 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
  46. 46. cultural strategy = new ground for incumbents to retain market share amid digital disruption as an example of how
  47. 47. it’s what led Marriott and Starwood to merge and why Hilton is doing this…
  48. 48. something similar going on w/
  49. 49. CPG = Consumer Packaged Goods
  50. 50. Historically locked up by these guys
  51. 51. broke into CPG via e-commerce and virality
  52. 52. low margins of e-commerce (disruption) + high reach of viral video (disruption) + disruptive social mission (cultural strategy) = $$$
  53. 53. https://g.foolcdn.com/editorial/images/168411/uber_rental_taxi_large.png what disruptive innovation can look like
  54. 54. (b) digital disruption digital strategy branding goodness …but so back to the point (a) cultural strategy
 and Retail Hospitality Transportation EntertainmentConsumer Goods
  55. 55. 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
  56. 56. oldentertainmentmarket followed a specific value chain https://redef.com/original/age-of-abundance-how-the-content-explosion-will-invert-the-media-industry
  57. 57. newentertainmentmarket disintermediation = digital disruption https://redef.com/original/age-of-abundance-how-the-content-explosion-will-invert-the-media-industry
  58. 58. forcomparison
  59. 59. examples&disintermediators
  60. 60. cultural strategy + digital disruption = digital strategy game boost
  61. 61. ?

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