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Space InvadersThe day when everything changed what we knew about marketing
FRAThat‘s where I come from
FRAThat‘s where I come from
AMSThat‘s where I come from
FRA
AMS
MAD
travelhow did you get here today? what parts of your travel do you remember?
buy mewhich advertising messages do you remember?
when society adopts new tools.
It happens when society
adopts new behaviors.“
„A revolution does doesn‘t happen
- Clay Shirky
1977George Lucas‘ Star Wars hits the cinemas
1978Tomohiro Nishikado creates a Game calledSpace Invaders.
2009A game becomes the best selling piece of entertainment
Powerpoint Vorlage 201012 03.05.23
a perfect visual experience.
But it lived and reacted.
That was new and
Space Invaders was not
made the invasion succeed.
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Simply because we had to lean
forward and start to act – a revolution.
forwardSo what‘s happening now?
Same, same. But different.A comparison
adidas Running print ad adidas Running website
Same, same. But different.A comparison
adidas Running print ad adidas Running websiteMakes things
Same, same. But different.The brand‘s digital ecosystem
Banner ads
Mobile
CRM
eCom-merce
Social Net-
works
Gaming
Widgets
InStore
2008Facebook as big as Brazil
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2009Facebook as big as Indonesia
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2010Facebook bigger as the U.S.
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brands
Communication in the 2.0Ecosystem
Passive brand assets
Brand relevant communication which is not directly influenced by the brand – with different types of P2P communication.
Communication directly sponsored by the brand. Brand pushes information, distributes content actively. Active brand assets
Semiactive brand assets
Brand supports P2P communication, asks for feedback, offers shareablity
Communication in the 2.0Ecosystem
Communication directly sponsored by the brand. Brand pushes information, distributes content actively. Active brand assets
Same brand, different experienceStorytelling
Same brand, different experiencePersonalization
Same brand, different experienceConsulting
Communication in the 2.0Ecosystem
Semiactive brand assets
Brand supports P2P communication, asks for feedback, offers shareablity
Same brand, different experienceConversation starter
Same brand, different experienceConversation starter
Communication in the 2.0Ecosystem
Passive brand assets
Brand relevant communication which is not directly influenced by the brand – with different types of P2P communication.
Feedback and real time.
Two crucial properties of the ecosystem:
Psst...brands don‘t like that.
Powerpoint Vorlage 201045 03.05.23
And strategists will have to think new.
questionWhat is a brand and do you want it to be democratic or not?
socialIt‘s a currency for a brand
Eine einzeilige Fußzeile47 03.05.23
advocatesnot followers are essential
contextit matters. we‘re not making advertising.
WTF?
no socialcan be an option. Listening is a good alternative.
adsHonestly? Nobody wants to talk about ads.
adsOnce again. Nobody talks about ads.
strategyHow to
Logical / Linear Thinking
Lateral / Creative Thinking
Strategic Thinking / Planning
differentThe other people around me
Eine einzeilige Fußzeile71 03.05.23
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„It‘s actually pretty simple. You just have to trigger the pipe through the API and via
Oauth. And boom! You can simply aggregate everything and parse if for the
wall.“
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„It is simple. You just have to trigger the action and dispatch an event.“
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A lot of stuff going on behind the scenesThe truth
› Motion Designer
› Screen Designer
› Copywriter
› Content Editor
› Information Architect
› Concept Developer
› Developer (Backend, Frontend, Flash, Typo3, PHP, etc.)
The creative hydraThe people
› CRM
› SEO / SEM
› Tools & Applications
› Mobile
› Web & Media Analyst
› Social Media Consultant
› Strategic Planner
› Media Planner
Special Disciplines
questionthink of your own brand/company. what does it need to do in social?
1. People
„Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews...“
Josh Bernoff, Forrester
is listening. Listening what your
customers have to say, reacting
and aligning expectations.
The first step
2. Objectives
„Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it.“
› Listening
› Talking
› Supporting
› Empowering
› Embracing
Objectives
Listening – Customer Service
Listening – EA Games
Talking – adidas Originals
Supporting – Bestbuy twelpforce
Empowering – EA Games
Embracing – Fiesta Movement
3. Strategy
„Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards?
Imagine the endpoint and you'll know where to begin.“
Social Media (Media Campaigns and
Content Distribution)
Social Influence Marketing Strategy
Audits, Brand Monitoring, Listening, Strategy
Word of Mouth
(Consumer and Blogger Outreach)
SocialCommunities
and Apps(On-site and third-party
communities , apps)
Social Business
(Customer Service, Market Research,
Product Development)
Monitoring / Campaign Optimization
Listening and Active Response
Content and Community Optimization
Research and Intelligence gathering
4. Technology
„A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.“
Social Influence Marketing does
not necessarily mean
you have to use social platforms.
Do you know what?
It wants you to think fast and in
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feedback and trigger conversation.
> Put agile measurement and insight gathering into the center of the organization: Measure fewer things with a clear focus on customer value
> As the whole company lives marketing, marketing can produce real value: Infect the structures of a company with social and Enterprise networking tools to interact and to speed up the organization
> Switch from being content creator to content curator: And interact with the context on a global and primarily on a local level
> Frame big ideas, execute, test and trash speed boats: Take advantage of the low cost per unit communication. And try out as much as you can by speeding up with micro ideas
Becoming adaptive
It is not about Social Media.
It is about being fast and responsive.
Brands can act intelligent by
My point:
getting away from automatized
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processes and doing what is just right -
acting human.
Thanks a lotQuestions?
Powerpoint Vorlage 2010106 03.05.23
• twitter.com/ghensel• http://www.davaidavai.com
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