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