Space Invaders. The Revolution in a Nutshell.

Space Invaders The day when everything changed what we knew about marketing

FRA That‘s where I come from

AMS That‘s where I come from

travel how did you get here today? what parts of your travel do you remember?

buy me which 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

1977 George Lucas‘ Star Wars hits the cinemas

1978 Tomohiro Nishikado creates a Game called Space Invaders.

2009 A game becomes the best selling piece of entertainment Powerpoint Vorlage 2010 13.06.10

a perfect visual experience. But it lived and reacted. That was new and Space Invaders was not made the invasion succeed. Simply because we had to lean forward and start to act – a revolution. Powerpoint Vorlage 2010 13.06.10

forward So 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 website Makes things

Same, same. But different. The brand‘s digital ecosystem Banner ads Mobile CRM eCom-merce Social Net-works Gaming Widgets InStore

2008 Facebook as big as Brazil Powerpoint Vorlage 2010 13.06.10

2009 Facebook as big as Indonesia Powerpoint Vorlage 2010 13.06.10

2010 Facebook bigger as the U.S. Powerpoint Vorlage 2010 13.06.10

Communication in the 2.0 Ecosystem 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 2.0 Ecosystem Communication directly sponsored by the brand. Brand pushes information, distributes content actively. Active brand assets

Same brand, different experience Storytelling

Same brand, different experience Personalization

Same brand, different experience Consulting

Communication in the 2.0 Ecosystem Semiactive brand assets Brand supports P2P communication, asks for feedback, offers shareablity

Same brand, different experience Conversation starter

Communication in the 2.0 Ecosystem 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. And strategists will have to think new. Powerpoint Vorlage 2010 13.06.10

question What is a brand and do you want it to be democratic or not?

social It‘s a currency for a brand Eine einzeilige Fußzeile 13.06.10

advocates not followers are essential

context it matters. we‘re not making advertising.

no social can be an option. Listening is a good alternative.

ads Honestly? Nobody wants to talk about ads.

ads Once again. Nobody talks about ads.

different The other people around me Eine einzeilige Fußzeile 13.06.10

„ 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.“ Powerpoint Vorlage 2010 13.06.10

„ It is simple. You just have to trigger the action and dispatch an event.“ Powerpoint Vorlage 2010 13.06.10

Powerpoint Vorlage 2010 13.06.10

A lot of stuff going on behind the scenes The truth

Motion Designer Screen Designer Copywriter Content Editor Information Architect Concept Developer Developer (Backend, Frontend, Flash, Typo3, PHP, etc.) The creative hydra The people

CRM SEO / SEM Tools & Applications Mobile Web & Media Analyst Social Media Consultant Strategic Planner Media Planner Special Disciplines

question think 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

Supporting – Bestbuy twelpforce

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) Social Communities 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 feedback and trigger conversation. Powerpoint Vorlage 2010 13.06.10

Becoming adaptive 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

It is not about Social Media. It is about being fast and responsive. Brands can act intelligent by My point: getting away from automatized processes and doing what is just right - acting human. Powerpoint Vorlage 2010 13.06.10

Thanks a lot Questions? twitter.com/ghensel http://www.davaidavai.com Powerpoint Vorlage 2010 13.06.10

Space Invaders. The Revolution in a Nutshell.

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