The digitalization brought along massive changes in almost all aspects of our daily life. More than ever businesses, brands and advertising agencies need to react to these changes. We defined 11+1 overall rules any company should consider in today’s world.

1. THE BIG 11 + 1
SUCCESSFUL DIGITAL STRATEGIES
The digitalization brought along massive changes in almost all
aspects of our daily life. More than ever businesses, brands and
advertising agencies need to react to these changes. We defined
11+1 overall rules any company should consider in today’s
world
Created by The Main, a strategy consulting firm for digital
marketing.

2. THE MAIN
AGENDA
1 Digital Change
2 Technology, New Business and Changing Behavior
3 Innovation, Speed, Digital Darwinism, Success Factors
4 The Future of Marketing: Learning from the best
5 Digital Planning
6 The Big 11 + 1 Guidelines
7 Homework

3. THE MAIN
HANNES LEY
Kaospilot
Creative Strategist
Interactive Planner
Consultant
Workshop Designer & Facilitator
Founder & CEO of The Main – Guidance in Digital
Speaker & Facilitator at Hyper Island and now...
Good School
Let‘s go...
HANNES LEY

4. THE MAIN
1. REVOLUTIONDIGITAL CHANGE - ARE WE PART OF A REVOLUTION?

5. THE MAIN

6. THE MAIN
WHAT IS A REVOLUTION?
A revolution is a fundamental change in power or organizational structures that
takes place in a relatively short period of time. It‘s results include major
changes in culture, economy, and socio-political institutions.
The term revolution has also been used to denote great changes outside the
political sphere. Such revolutions are usually recognized as having transformed in
society, culture, philosophy and technology much more than political systems; they
are often often known as social revolutions. One of the classic examples of the
usage of the word revolution in such context is the Industrial Revolution.
/ Wikipedia

7. THE MAIN
MAJOR CHANGES IN CULTURE, ECONOMY, AND
SOCIO-POLITICAL INSTITUTIONS.
‣ Riots: The Arab Spring ...
‣ New Agendas: Data Protection …
‣ Ideologies: Liquid Democracy ...
‣ Elections: Obama 2008, #btw2013 ...
‣ Platforms: Change.org,...
‣ Activists: Manning, Snowden ...
‣ Appeals: #OccupyWallstreet, ...
‣ Leaks: Diplomatic Cables, ...
POLITICS
‣ New Platforms: Spotify, Last.fm,
tumblr, Behance, vine ...
‣ New Stars: Justin Bieber, , PSY ...
‣ Hypes: HarlemShake, FoodPorn,
Nyancat, Cat Content, ...
‣ New Formats: Memes, GIFs,
Infographics ...
‣ Co-Creation: Life in a Day …
‣ Language: YOLO, WTF, Shitstorm …
CULTURE
‣ MOOCs: Coursera, Udacity, Khan
Academy ...
‣ Q&A Platforms: Quora, Fluther, Wer
weiß was, Gute Frage ...
‣ Experts: Seth Godin, Sascha Lobo, ...
‣ New Formats: Twiducate, Edmodo, ...
‣ New Education Subjects: Privacy &
Data Protection...
EDUCATION
‣ Participation Possibilities:
Comments, Discussions, Shares, ....
‣ Breaking News: Hudson River,
Osama Raid, ...
‣ Crisis Management: #AshCloud,
Sandy NY, Boston Marathon, ...
‣ Hacks: AP Twitter Hack, Burger
King Twitter Hack, …
MEDIA
‣ New Global Player: Facebook,
Twitter, ...
‣ New Industries: Apps, Shareconomy,
Big Data, Social Service...
‣ New Business Models: Why Own It,
Polyvvore, 9flats, ...
‣ New Jobs: Blogger, Community
Manager, Social Media Strategist, ...
ECONOMY

8. THE MAIN
THE CONSEQUENCES OF DIGITAL CHANGE.
The real threat and opportunity in technology’s disruption lies in the evolution of
customer and employee behavior, values, and expectations.
Because it’s focusing on customer behavior, digital transformation is actually in its
own way making businesses more human. As such, digital transformation is not
specifically about technology, its empowered by it.
This is a time of digital Darwinism — an era where technology and society are
evolving faster than businesses can naturally adapt.
/ Brian Solis

9. THE MAIN
THIS REVOLUTION SEEMS TO BE A COMBINATION
OF...
TECHNOLOGY
NEW BUSINESS
CUSTOMER BEHAVIOUR

10. THE MAIN 10
TECHNOLOGY

11. THE MAIN
TECHNOLOGY IS „JUST“ AN AMPLIFIER.
WWW
28 / 56K MODEM
BUSINESS
USER
WEB 2.0
BROADBAND
MOBILE
INTERNET
WIRELESS
1990 - 1994 1999 - 2004 2007 - 2014
24 YEARS

12. THE MAIN
AN AVERAGE DOMESTIC HOME CONTAINS ABOUT 5.3 WEB-
ENABLED DEVICES TODAY.

13. THE MAIN 13
NEW BUSINESS

14. THE MAIN
VIDEO ON DEMAND VS. BROADCAST PROGRAMMING.

15. THE MAIN
PRIVATE TRAVEL RENTALS VS. HOTEL BOOKING.

16. THE MAIN
TAXI APP VS. CALL CENTER.

17. THE MAIN 17
CHANGING BEHAVIOUR

18. THE MAIN
90% OF OUR MEDIA INTERACTION IS SCREEN-BASED.

19. THE MAIN
WE‘RE ALWAYS ON.

20. THE MAIN
WE GOOGLE EVERYTHING AND EXPECT INSTANT HELP.

21. WE SHARE ALMOST EVERYTHING WE EXPERIENCE.
2013
2005

22. THE NEW PRIVACY.

23. THE MAIN
RE-UNITED THE FAMILY.

24. THE MAIN
WE OWN MEDIA IN THE CLOUD FOR A WHILE.

25. THE MAIN
DIGITAL BECOMES A LAYER ON TOP OF OUR LIFE.

26. THE MAIN
WE BECOME DEVICE.

27. THE MAIN 27
THE WHEEL OF CHANGE

28. THE MAIN
THE WHEEL OF CHANGE
TECHNOLOGY
APPLICATIONS
USAGE
BEHAVIOUR
WWW -> WEB 2.0 -> MOBILE INTERNET
PLATFORMS, APPS, SERVICES
RELEVANT, ACCESSIBLE, EASY TO USE
NEW HABITS
BEST PERFORMER
NEWNEEDS
NEWNEEDS
FALL OUT
NO BENEFIT / NOT EASY TO USE
BUSINESS
USER

29. THE MAIN

30. THE MAIN
CAR2GO
TECHNOLOGY
APPLICATION
USAGE
BEHAVIOUR
LOCATION-BASED SERVICES / MOBILE WEB
CAR2GO SHARING APP
CAR JUMP APP
ENABLES URBAN MOBILITY WITHOUT
OWNING A CAR
FREQUENT USE / MEMBER OF
SEVERAL PROVIDERS
BEST PERFORMER
NEEDFORCOMBINEDAPP
NEWNEEDS
FALL OUT
LACK OF CARS, BUGGY APP
BUSINESS
USER

31. THE MAIN
GROUP WORK – 10 MINUTES
Discuss „the wheel of change“ with your neighbor. Find one business, which has
been developed because of internet technology.
Talk about the use of this application or service and how it might or did change
behavior. What made it become successful or not?
Did the change in behavior create a new need, that could even end up in a new
service?

32. THE MAIN 32
RAPID CHANGE

33. THE MAIN
BOOOOOOOOOOM!
AN EXPLOSION OF IDEAS

34. THE MAIN
RATEOFINFORMATIONGENERATION
3500 B.C
TECHNOLOGY
Ca. 1600 B.C 1400 1500 1600 1700 1800 1900 2000 Today
EXPONENTIAL GROWTH OF DATA

35. THE MAIN
DIGITAL AND MOBILE MEDIA BOOST CONNECTIVITY,
INNOVATION AND CREATE COMPLEXITY.

36. THE MAIN
IT‘S A NETWORK REVOLUTION. ONE GLOBAL BRAIN.

37. THE MAIN
THE SMARTEST PERSON IN THE ROOM IS THE ROOM. – DAVID
WEINBERGER

38. THE MAIN
WHILE THE INDUSTRIAL REVOLUTION HAS AUTOMIZED WORK, THE
NETWORK REVOLUTION IS AUTOMIZING KNOWLEDGE.

39. THE MAIN
„CHANGE WILL NEVER BE THIS SLOW AGAIN.“

40. THE MAIN
ENDLESS OPTIONS.

41. THE MAIN
ENDLESS INFORMATION.

42. THE MAIN
BUT A LIMITED CAPACITY.

43. THE MAIN 43
DIGITAL DARWINISM

44. THE MAIN
IT‘S NOT THE STRONGEST WHO SURVIVES NOR THE MOST
INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.

45. THE MAIN
„HEY, WE JUST DIDN‘T SEE AMAZON COMING.“

46. THE MAIN
„DIGITAL PHOTOGRAPHY LACKS QUALITY.“

47. THE MAIN
WHAT‘S THIS WIKIPEDIA ALL ABOUT?

48. THE MAIN
SMARTPHONES? COME ON, LET‘S WAIT UNTIL 2013.

49. THE MAIN
„A PART OF OUR BRAIN IS ACTIVATED LESS OFTEN BECAUSE IT IS TIRING, REQUIRES
DISCIPLINE, AND IS EXPENSIVE IN TERMS OF ENERGY REQUIREMENTS.“ – DANIEL
KAHNEMAN
FEAR
LAZINESS
WHY?
KNOWLEDGE
GAP
NO CHANGE
OF
PERSPECTIVE
TOO SLOW
TO ADAPT

50. THE MAIN 50
BEING SUCCESSFUL

51. THE MAIN
KEY SUCCESS FACTORS
ADAPT TO CHANGE
FOCUS ON CONSUMER
BEHAVIOR
CREATE REAL VALUE KEEP IT SIMPLE

52. THE MAIN
EXAMPLES
„ADAPT TO CHANGE“
AMAZON
„FOCUS ON CONSUMER BEHAVIOR“
PINTEREST
„CREATE REAL VALUE“
GOOGLE MAPS
„KEEP IT SIMPLE“
INSTAGRAM

53. THE MAIN
ADAPTING TO EMERGING MARKETS ✔
„ADAPT TO CHANGE“
AMAZON
ADAPTING TO CONSUMER BEHAVIOR ✔
ADAPTING TO NEW TECHNOLOGY ✔

54. THE MAIN
FOCUS ON CURATION ✔
„FOCUS ON CONSUMERS“
PINTEREST
FOCUS ON VISUALIZATION ✔
FOCUS ON AGGREGATION ✔

55. THE MAIN
NAVIGATION ✔
„CREATE REAL VALUE“
GOOGLE MAPS
DOCUMENTATION ✔
FINDING ✔

56. THE MAIN
FILTERS ✔
„KEEP IT SIMPLE“
INSTAGRAM
UPLOAD & SHARING ✔
SMARTPHONE ✔

57. THE MAIN 57
THE FUTURE OF MARKETING

58. THE MAIN
THE FUTURE OF MARKETING
MARKETING WILL BECOME MEDIATION BETWEEN
BRANDS AND CONSUMERS.
“Solutions, that blend strategy,
creative, technology, media, and
data offerings to connect brands
and their audiences in ways that
balance satisfying customer
needs against achieving business
goals.”
BRANDS CUSTOMERS
Source: Forrester Research, 2013, Value Exchange Mediation Modell

59. THE MAIN 59
LEARNING FROM THE BEST

60. THE MAIN
NIKE HEROES 1980-2000.

61. THE MAIN
IN THE LATE 90IES NIKE HAS CHANGED ITS
STRATEGY.

62. THE MAIN
.
* EVERYBODY WITH A BODY IS AN ATHLETE!

63. THE MAIN
Magneto
Sunglasses
NIKE+
Website & iPod
Sport Kit
NIKE
DIGITAL
SPORTS
NIKE+
Fuelband
1994 2006
20102008
2012
THE TREND OF QUANTIFIED SELF AND WEARABLE DEVICES.
NIKE+
Sportband

64. THE NIKE HERO TODAY IS ME.

65. THE MAIN
THE FUELBAND. AN IDEA THAT CAME OUT OF NOTHING?

66. THE MAIN
IT‘S ALL ABOUT DATA-BASED CONSUMER LOYALTY.

67. THE MAIN
„WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF
SERVICES THAT COMPLEMENT THE PRODUCT.“
(STEFAN OLANDER, VICE PRESIDENT NIKE DIGITAL SPORT)

68. NIKE DIGITAL SPORTS. 200 MASTERMINDS, DESIGNER, ENGINEERS AND
MARKETEERS DEVELOP NEW DIGITAL SERVICES.
THE MAIN

69. THE MAIN
R/GA
Advertising:
Digital Services,
UI/UX Design &
Marketing
WHIPSAW & SYNAPSE
Technology & Engineering:
Development of a Lithium battery
in the shape of a wristband,
Implementation of 120 LEDs
UNIVERSITY
ARIZONA
Tracking-Technology
„Oxygen Kinetics“
ASTRO
Design
Wristband
NIKE
Idea, Coach,
Traffic Cop
...
AND YET THEY DID NOT BUILD THIS ALONE.

70. THE MAIN 70
DIGITAL PLANNING

71. THE MAIN
AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
*2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young
▸ The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898.
▸ The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue
of consumers searching information before purchase.
▸ The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers
the feedback loop created by social technologies and was developed by Forrester Research in 2008.
▸ The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy
and was developed in 2010.
THE CONSUMER PATHWAY EVOLUTION*.

72. THE MAIN
AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
IN MY
MAILBOX

73. THE MAIN 73
THE BIG ELEVEN
GUIDELINES

74. THE MAIN 74
NO1
THINK USER JOURNEYS AND
TOUCHPOINTS

75. THE MAIN
PERSONA

76. THE MAIN
USER
JOURNEY

77. THE MAIN 77
NO2
STRIVE FOR VISIBILITY

78. THE MAIN
NATIVE
ADVERTISING

79. THE MAIN
PAID
ADVERTISING

80. THE MAIN 80
NO3
CREATE SPECIAL EXPERIENCES

81. THE MAIN
SPECIAL
EXPERIENCE

82. THE MAIN 82
NO4
DELIVER REAL AND BENEFICIAL
VALUE

83. THE MAIN
REAL VALUE

84. THE MAIN 84
NO5
OFFER SOCIAL AND INTERACTIVE
MEASURES

85. THE MAIN
INTERACTIVE

86. THE MAIN
SOCIAL

87. THE MAIN 87
NO6
CREATE NATIVE CONTENT

88. THE MAIN
NATIVE
CONTENT

89. THE MAIN 89
NO7
CURATE, SIMPLIFY AND VISUALIZE

90. THE MAIN
#7
DATA
VISUALI-
ZATION

91. THE MAIN
SIMPLIFY:
BLINKIST

92. THE MAIN 92
NO8
USE DATA IN CREATIVE WAYS

93. THE MAIN
CREATIVE
DATA

94. THE MAIN 94
NO9
BE ACCESSIBLE AND AVAILABLE

95. THE MAIN
ACCESSI-
BILITY

96. THE MAIN
AVAILABILITY

97. THE MAIN 97
NO10
TRY, TEST, FAIL AND IMPROVE

98. THE MAIN
A/B TESTING

99. THE MAIN 99
NO11
WORK IN DIVERSE AND
INTEGRATED TEAMS

100. THE MAIN
INTEGRATED
TEAM

101. THE MAIN 101
OVERVIEW

102. THE MAIN
BIG ELEVEN OVERVIEW
2. STRIVE FOR VISIBILITY 3. CREATE SPECIAL
EXPERIENCES
4. DELIVER REAL AND
BENEFICIAL VALUE
1. THINK USER JOURNEY AND
TOUCHPOINTS
6. CREATE NATIVE CONTENT 7. CURATE, SIMPLIFY AND
VISUALIZE
8. USE DATA IN CREATIVE WAYS5. OFFER SOCIAL AND
INTERACTIVE MEASURES
10. TRY, TEST, FAIL AND
IMPROVE
9. BE ACCESSIBLE AND
AVAILABLE
11. WORK IN DIVERSE AND
INTEGRATED TEAMS
+1

103. THE MAIN 103
BUILD SOLUTIONS,
THAT MAKE LIFE EASIER
OR BETTER FOR THE
PEOPLE!

104. THE MAIN 104
THANK YOU!

105. THE MAIN 105
HOMEWORK

106. THE MAIN
THE BIG DIGITAL 11
Client: ___________________
Product:__________________
The task: Find ideas / solutions, that make life easier
or better for the people.
1. Where are your consumers‘
most important touchpoints?
4. How could you deliver real
beneficial value to them?
2. How could you create digital
awareness where they are?
3. What special experiences/
content can you create?
9. How can you secure ongoing
accessibility and availability?
5. What social and interactive
measures can you offer?
7. What information could you
curate, simplify and visualize?
8. What (existing) data could you
use in creative ways?
6. What native content could you
deliver in which channel?
10. How and where could you
experiment, learn and improve?
11. Who could you work with to
develop new/realistic ideas?

107. THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de