space invaders. the revolution in a nutshell

Space InvadersThe day when everything changed what we knew about marketing

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.


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

facebook

2008Facebook as big as Brazil


2009Facebook as big as Indonesia


2010Facebook bigger as the U.S.


twitter

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 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


Semiactive brand assets

Brand supports P2P communication, asks for feedback, offers shareablity

Same brand, different experienceConversation starter


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.

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.

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


„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.“


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

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


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


processes and doing what is just right -

acting human.

Thanks a lotQuestions?


• twitter.com/ghensel• http://www.davaidavai.com