Future of Marketing - and the Role of Facebook #AFBMC

@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HÖREN

FÜHLEN

SEHEN

RIECHEN

SCHMECKEN

HERZLICH 
WILLKOMMEN

IM ZEITALTER 
DER SENSOREN

3.200.000.000

ES GEHT NICHT MEHR  
NUR UMS ANTWORTEN

ES GEHT UMS 
VERSTEHEN

IN EINER WELT 
VOLLER DIGITALER
EMPATHIE

EMOTION TRACKER

NANO TRANSPONDER CHIPS

HERZLICH 
WILLKOMMEN 
IN DER ZUKUNFT

Curt Simon Harlinghausen 
EMEA Lead Business Transformation
FUTURE OF MARKETING  
UND DIE ROLLE VON FACEBOOK

// EMEA Lead Business Transformation  
for Publicis Media 
 
// CDO Starcom 
 
// CEO akom360 
 
// Consultant, Entrepreneur, Lecturer and Nerd
 
// Auf Facebook seit 2007
Line / Twitter / Facebook / LinkedIn / Youtube / Snapchat: harlinghausen
CURT SIMON HARLINGHAUSEN

STILL ON THE FLY …

WE UNLOCK GROWTH  
BY REENGINEERING
OUR CLIENTS’
CUSTOMER EXPERIENCE.
 
PUBLICIS MEDIA BUSINESS TRANSFORMATION

PUBLICIS MEDIA BUSINESS TRANSFORMATION
24
Requiring an
integrated approach
to technology
and creativity
TECHNOLOGY
INTERACTIVE
PERSONALIZATION
PASSIONS
SUSTAINABILITY
VALUE
ON-DEMAND
MOBILE
BRANDS STORYTELLING
EMOTIONS
CONTEXT
CREATIVITY/
INNOVATION
CREATIVITY

PUBLICIS BUSINESS MODEL CANVAS
KEY PARTNERS
Who are our key partners?
Who are our key suppliers?
Which key resources are we acquiring from partners?
Which key activities do partners perform?
MOTIVATIONS FOR PARTNERSHIPS
» Optimization and economy
» Reduction of risk and uncertainty
» Acquisition of particular resources and activities
BUSINESS MODEL CANVAS
KEY ACTIVITIES
What key activities do our value propositions require?
Our distribution channels?
Customer relationships?
Revenue streams?
CATEGORIES
» Production
» Problem solving
» Platform /Network
VALUE PROPOSITIONS
What value do we deliver to the customer?
Which one of our customer’s problems
are we helping to solve?
What bundles of products and services
are we offering to each customer segment?
Which customer needs are we satisfying?
CHARACTERISTICS
» Newness
» Performance
» Customization
„Getting the job done“»
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
Why and not how is the customer willing to interact with you?
What is his current motivation and not his need?
CUSTOMER RELATIONSHIPS
What type of relationship does each of our customer
segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EXAMPLES
» Personal assistance
» Dedicated personal assistance
» Self-Service
» Automated services
» Communities
» Co-creation
CUSTOMER SEGMENTS
For whom are we creating value?
Who are our most important customers?
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
» Multi-sided platform
KEY RESOURCES
What key resources do our value propositions require?
Our distribution channels? Customer relationships?
Revenue streams?
TYPES OF RESOURCES
» Physical
» Intellectual (brand patents, copyrights, data)
» Human
CHANNELS
Through which channels do our customer
segments want to be reached?
How are we reaching them now?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
CHANNEL PHASES
1. Awareness
» How do we raise awareness about
our company’s products and services?
2. Evaluation
» How do we help customers evaluate
our organization’s value proposition?
3. Purchase
» How do we allow customers to purchase
specific products and services?
4. Delivery
5. After sales
» How do we deliver a value proposition
to customers?
» How do we provide post-purchase
customer support?
COST STRUCTURE
What are the most important costs inherent in our business model?
Which key resources are most expensive?
Which key activities are most expensive?
IS YOUR BUSINESS MORE
» Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
» Value driven (focused on value creation, premium value proposition)
SAMPLE CHARACTERISTICS
» Fixed costs (salaries, rents, utilities)
» Variable costs
» Economies of scale
» Economies of scope
KPIs
What are the 5-10 most relevant KPIs?
Which facts drive your model the most?
EXAMPLES
» Quantitative KPIs
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each revenue stream contribute to overall revenues?
TYPES
» Asset sale
» Usage fees
» Subscription fees
» Lending /Renting /Leasing
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Product feature dependent
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Negotiation (bargaining)
» Yield management
» Real-Time-Market

CANVAS by ALEXANDER OSTERWALDER
KEY PARTNERS
KEY ACTIVITIES
Revenue streams?
CATEGORIES
» Production
» Problem solving
VALUE PROPOSITIONS
CHARACTERISTICS
» Newness
» Performance
» Customization
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
EXAMPLES
» Self-Service
» Communities
» Co-creation
CUSTOMER SEGMENTS
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
KEY RESOURCES
Revenue streams?
TYPES OF RESOURCES
» Physical
» Human
CHANNELS
CHANNEL PHASES
1. Awareness
2. Evaluation
3. Purchase
4. Delivery
5. After sales
to customers?
customer support?
COST STRUCTURE
» Variable costs
KPIs
EXAMPLES
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
TYPES
» Asset sale
» Usage fees
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Yield management
» Real-Time-Market

FUTURE OF MARKETING
// DATA 
// AUTOMATION / PROGRAMMATIC
// MOBILE 
// CONTENT
// CREATIVITY 
// TALENTS

// DATA

DATA IS THE NEW BACON

AWARENESS
ORIENTATION
PRIORISATION
INTENTION
CONVERSION (ENGAGEMENT / LEAD / SALE)
SUPPORT
LOYALITY
ADVOCACY

DATA
// FIRST PARTY 
 
// THIRD PARTY 
 
// USER DATA

DATA
EVERY MONTH  
THE NUMBER 
OF DATA SOURCES 
GROW BY ABOUT 
80%

DATA

FIRST PARTY
// WEBSITE/APP 
 
// CRM 
 
// ANALYTICS

THIRD PARTY
// PARTNER 
 
// ADVERTISER 
 
// IOT / SENSOR

USER DATA
// PROACTIVE 
 
// UNCONSCIUOS 
 
// FORCED

THE ESSENTIAL OF DATA
// CORRECTNESS 
 
// CONSISTANCY 
 
// COMPLETENESS
3C

TRACKING / MONITORING
N2N-Tracking

DELTA AIRLINE

MAIN OBJECTIVE
CONSUMER
CENTRICITY

CORE TOPIC

COSTUMER CONSUMER JOURNEYS – MAKE DATA ACTIONABLE

DEVELOPING A DIGITAL-STRATEGY
45
CONSUMER JOURNEYS
RAMP UP TARGETS
CORE-CHALLENGES
TOUCHPOINT EVALUATION
TOUCHPOINT
CLUSTER
5-SPACE-MODEL
NEW PERSONAS STORYBOARDS BUSINESS MODELLING
TREND ANALYSIS
DEFINE DISCOVER CREATE IMPLEMENTSELECT
TOUCHPOINT STRATEGY
DIGITAL STRATEGY
BUSINESS MODEL
CANVAS
CONDENSATION
TOUCHPOINT MATRIX

MAIN OBJECTIVE
THE BETTER IS  
THE ENEMY  
OF THE GOOD

Facebook Statement
Einstiegsstatement
> Kurzvorstellung Simon 
> Kurzvorstellung Kristin 
> Kurzvorstellung Jo 
> Kurzvorstellung Matthias 
> Kurzvorstellung Agentur
RELEVANCY 
IS MOST IMPORTANT
Sergey Brin

RELEVANCY 
IS MOST IMPORTANT
MARK ZUCKERBERG

Einstiegsstatement
> Kurzvorstellung Simon 
> Kurzvorstellung Kristin 
> Kurzvorstellung Jo 
> Kurzvorstellung Matthias 
> Kurzvorstellung Agentur
„This object can  
not be liked“
Prof. Dr. Mirjam
Meckel

KEY FEATURE: 
 
REAL TIME  
PERSONA MATCHING 
IN CONTEXT

DATA IS GETTING 
MORE AND MORE 
IMPORTANT

HOW CAN WE 
SECURE  
OUR DATA?

WE CAN’T!

BUT WE HAVE 
TO TRY
EVERYTHING!

EVERYONE  
OF US!

BLOCKCHAIN 
BITCOIN 
AND TOLKEN

// AUTOMATION

AUTOMATION
BENCHMARKING

PROGRAMMATIC ADVERSTING

AUTOMATION

AUTOMATION
AI ISN’T 
READY. 
 
YET.

AUTOMATION
ARTIFICAL INTELLIGENCE 
BEDEUTET, DASS SICH  
SYSTEME SELBST IN
FRAGE STELLEN UND
ANFANGEN SICH ZU  
OPTIMIEREN

AUTOMATION
MASCHINEN HABEN  
KEINE TRÄUME UND 
KEINE VISIONEN

// MOBILE

MOBILE

MOBILE
// MOBILE FIRST 
 
// THINK MOBILE 
 
// TRACK MOBILE

MOBILE
MOBILE EVERYTHING

// CONTENT

SNACKABLE

TIMING
SNACKABLE

SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
SENSOR 
DATA
time
location body
Motion

SENSOR 
DATA
EVENTS
time
location body
transport 
mode
semantic 
time
location 
type
lifestyle 
activities
Motion

SENSOR 
DATA
MOMENTSEVENTS
time
location body
transport 
mode
semantic 
time
location 
type
lifestyle 
activities
realtime 
context
before 
& after
intent
mood 
swings
Motion

SENSOR 
DATA
MOMENTSEVENTS PROFILE
time
location body
transport 
mode
semantic 
time
location 
type
lifestyle 
activities
realtime 
context
before 
& after
intent
mood 
swings
mobility
lifestyle
places relation
Motion

SENSOR 
DATA
MOMENTSEVENTS PROFILE
time
location body
transport 
mode
semantic 
time
location 
type
lifestyle 
activities
realtime 
context
before 
& after
intent
mood 
swings
mobility
lifestyle
places relation
WHAT /
WHERE /
HOW
WHOWHY
Motion

Snackability in format, quantity, quality, visualization, 
technology and personalization. 
 
Content is still king
SNACKABLE

 
Content is still king, but …
SNACKABLE

 
Content is still king, but 
Realtime Content is Kingkong
SNACKABLE

 
Content is still king, but 
Realtime Content is Kingkong 
with Context  
it is DonkeyKong
SNACKABLE

SHAREABLE

SURPRISING

SURPRISING
TARGETING

STRATEGIC

STRATEGIC
RETENTION

SPEED

SPEED
FIRST
MOVER

SIMPLE

SIMPLE
As Goethe said once: 
 
“If I had more time,  
I would have written  
a shorter letter“

SIMPLE
EXECUTION

SIMPLE
Keep in mind: 
 
KEEP IT SIMPLE, MAKE IT REAL

CANVAS by ALEXANDER OSTERWALDER
KEY PARTNERS
BUSINESS MODEL CANVAS
KEY ACTIVITIES
Revenue streams?
CATEGORIES
» Production
» Problem solving
VALUE PROPOSITIONS
CHARACTERISTICS
» Newness
» Performance
» Customization
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
EXAMPLES
» Self-Service
» Communities
» Co-creation
CUSTOMER SEGMENTS
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
KEY RESOURCES
Revenue streams?
TYPES OF RESOURCES
» Physical
» Human
CHANNELS
CHANNEL PHASES
1. Awareness
2. Evaluation
3. Purchase
4. Delivery
5. After sales
to customers?
customer support?
COST STRUCTURE
» Variable costs
KPIs
EXAMPLES
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
TYPES
» Asset sale
» Usage fees
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Yield management
» Real-Time-Market

// SNACKABLE 
 
// SHAREABLE 
 
// SURPRISING 
 
// STRATEGIC
 
// SPEED 
 
// SIMPLE
6S SUCCESS SET 
4 GREAT CONTENT
6S@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
6S

// CREATIVITIY

CREATIVITY

CREATIVITY
EIN GUTER POST  
MUSS WIE EIN PLAKAT 
WIRKEN.

CREATIVITY
UND EIN GUTES VIDEO 
WIE EINE  
KURZGESCHICHTE.

CREATIVITY
ES GEHT UM DIE WERTE, 
PRODUKTE, GESCHICHTEN 
ZU ERLEBEN.
 
(SENSOREN)

CREATIVITY
JEDE IDEE IST NUR 
SO GUT WIE IHRE 
AUSFÜHRUNG.

CREATIVITY
SEID NEUGIERIGER

CREATIVITY
ES GEHT UM PASSION 
UND AMBITIONEN.

// TALENT

TALENT
THERE A NEW JOBS OUT THERE:

TALENT
THERE A NEW JOBS OUT THERE: 
> GROWTH HACKER 
> ANALYTICS ADVISER 
> SIMPLICITY ENGINEER

TALENT
> GROWTH HACKER 
> SIMPLICITY ENGINEER 
> HEAD OF CAT CONTENT

TALENT
> GROWTH HACKER 
> SIMPLICITY ENGINEER 
> HEAD OF CONTEXT

TALENT
WE LIVE IN TECH WORLD NOW.

TALENT
WE LIVE IN TECH WORLD NOW. 
 
TOOLS AND ALGORITHM WILL  
TAKE MORE AND MORE JOBS.

TALENT
EVERY TOOL IS JUST AS GOOD  
AS THE TALENTS USING IT. 
 
A TOOL IS JUST A TOOL!

TALENT
THIS IS WHY WE ALL HAVE TO 
TRANSFORM

TRANSFORMATION
BUSINESS TRANSFORMATION IS 
BULLSH*T

LESEN UND VERSTEHEN, DANK
https://allfacebook.de

ONE MORE THING:

BEI FRAGEN 
FRAGT ALEX

THANK YOU 3.0
DOING IS THE NEW CONSULTING

Future of Marketing - and the Role of Facebook #AFBMC

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Future of Marketing - and the Role of Facebook #AFBMC