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Brand strategy in a digital world

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Lighthouse CEE
Lighthouse CEE

Short overview about the most important changes that influence how you should lead a brand in 2010 and beyond.

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Stefan Erschwendner Managing Partner Lighthouse CEE Strategy in a digital world
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
CHANGES IN TECHNOLOGY THAT EFFECTED SOCIETY ,[object Object]
The connected world ,[object Object],http://www.flickr.com/photos/15732690@N00/308024625/
Enhanced devices ,[object Object],http://www.flickr.com/photos/27048731@N03/3506681531/
Convergence into the cloud ,[object Object],http://www.slideshare.net/bartmuskala/digital-natives-session-6-the-future-of-the-web-presentation
Everybody is media ,[object Object],[object Object],http://www.flickr.com/photos/pvera/324818324/sizes/o/
Empowered Consumer ,[object Object],[object Object],[object Object],http://www.flickr.com/photos/99823110@N00/787957945/
TODAY’S DIGITAL LANDSCAPE ,[object Object]
This was 1984 http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
This is 2010 http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
Forget everything, tomorrow will be different ,[object Object],[object Object],http://www.briansolis.com/
The value of sharing ,[object Object],[object Object]
Technology is a process and platform ,[object Object],[object Object],[object Object]
 
Everything ends up online ,[object Object]
 
 
What is social media? ,[object Object]
What is social media? ,[object Object],[object Object]
[object Object],[object Object],Foursquare x Starbucks http://mashable.com/2010/03/11/foursquare-starbucks/ http://bits.blogs.nytimes.com/2010/03/09/foursquare-introduces-new-tools-for-businesses/
[object Object],Gowalla x Palm http://mashable.com/2010/03/11/foursquare-starbucks/
Hungarians love to be connected http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3
Social media in practice ,[object Object],Experimentation Active contribution http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook in numbers http://www.facebook.com
[object Object],[object Object],[object Object],Facebook takes over Google http://weblogs.hitwise.com/heather-dougherty/2010/03/facebook_reaches_top_ranking_i.html
[object Object],[object Object],Relationships instead of campaigns
Social Media usage situations
HOW TO LEAD A BRAND IN 2010 ,[object Object]
Markets are conversations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.flickr.com/photos/88133570@N00/2980385784/
Digital – the first, the last, the everything ,[object Object],[object Object],[object Object],[object Object],2009 Razorfish digital brand experience study
How to lead a brand in 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
365 ,[object Object]
The shift from campaigns to conversations ,[object Object],[object Object],2009 Razorfish FEED
The shift from campaigns to conversations ,[object Object],[object Object],[object Object],http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing
The shift from campaigns to conversations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OPTIMIZE MEDIA & NETWORKS ,[object Object]
Optimize media & networks ,[object Object],[object Object],[object Object]
Optimize media & networks
The more owned media the less paid media is needed ,[object Object]
Owned media platforms need to be social ,[object Object],[object Object],* http://www.nma.co.uk/news/cover-story-coke-drops-campaign-sites-in-favour-of-social-media/3008538.article
Brands need to create content first to earn media ,[object Object],Interruption media Interaction media http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing
Successful examples of earned media ,[object Object],http://www.slideshare.net/maximo23/do-you-still-know-anything-about-marketing
Successful examples of earned media ,[object Object],[object Object],[object Object],[object Object]
The home of the brand is everywhere ,[object Object],[object Object],[object Object],[object Object],Source: Aberdeen Group – The ROI on Social Media Monitoring (October 2009)
Optimize media & networks ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONTENT IS CRUCIAL ,[object Object]
Digital shift perceptions ,[object Object],[object Object],[object Object],[object Object],2009 Razorfish digital brand experience study
Digital experience & interaction ,[object Object],[object Object],[object Object],[object Object],2009 Razorfish FEED, http://feed.razorfish.com/
Content is crucial ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONVERSATIONS ARE ESSENTIAL ,[object Object]
Rethink how you used to look at media ,[object Object],[object Object],[object Object],[object Object],http://feed.razorfish.com/
A new generation of consumers as entered the market ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pull people together and give them something to do ,[object Object],[object Object],2009 Razorfish FEED
Conversation & interaction pays back on many levels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Aberdeen Group – The ROI on Social Media Monitoring (October 2009)
Conversations are essential ,[object Object],[object Object],[object Object],[object Object],[object Object]
STRATEGY TODAY ,[object Object]
Strategy today ,[object Object],[object Object],[object Object],[object Object],2009 Razorfish FEED http://feed.razorfish.com/
Strategy today transfer best performing content into other kinds of offline media like TV & print
From big ideas to micro strategies transfer best performing content into other kinds of offline media like TV & print http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
Why digital will be the key asset for brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Predictions for 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Stefan Erschwendner Managing Partner [email_address] + 43 650 372 6486 Lighthouse CEE Rasumofskygasse 26 1030 Wien Austria Follow us on Twitter: http://www.twitter.com/LH_CEE
 

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Brand strategy in a digital world

  • 1. Stefan Erschwendner Managing Partner Lighthouse CEE Strategy in a digital world
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  • 10. This was 1984 http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
  • 11. This is 2010 http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
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  • 23. Hungarians love to be connected http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3
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  • 28. Social Media usage situations
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  • 39. Optimize media & networks
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  • 59. Strategy today transfer best performing content into other kinds of offline media like TV & print
  • 60. From big ideas to micro strategies transfer best performing content into other kinds of offline media like TV & print http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
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  • 63. Contact Stefan Erschwendner Managing Partner [email_address] + 43 650 372 6486 Lighthouse CEE Rasumofskygasse 26 1030 Wien Austria Follow us on Twitter: http://www.twitter.com/LH_CEE
  • 64.