Die Digitalisierung hat uns verändert, doch unsere
Strukturen sind noch die alten. Unternehmen müssen
sich dem Wandel stet...
THE MAIN
HANNES LEY
Kaospilot
Seit zwei Tagen 40
Ex-Planner / Creative Strategist
Kommunikations- und Digitalstratege
Work...
THE MAIN
BÄÄÄÄÄÄÄÄÄÄÄÄÄÄM!
THE MAIN
“CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“
THE MAIN
WIR HABEN UNS VERÄNDERT, ABER UNSERE
STRUKTUREN SIND NOCH DIE ALTEN.
WIR TEILEN WIEDER GERNE.
2013
2005
THE MAIN
WIR PRAKTIZIEREN GRENZENLOSE LIEBE.
MYTAXI | WIR FAHREN WIEDER GERNE TAXI.
THE MAIN
WIR FÜHLEN UNS JETZT IN DER GANZEN WELT ZUHAUSE.
HEUTE MORGEN IN MEINEM POSTFACH.
WIR SCHAUEN SERIEN OMU UND FILME ONLINE OHNE WERBUNG.
THE MAIN
NICHT MEHR DER STÄRKSTE GEWINNT, SONDERN DERJENIGE, DER SICH AM
SCHNELLSTEN AN DIE VERÄNDERUNGEN ANPASSEN KANN.
AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
Früher wurde das Budget in ...
WAS HEISST DENN DAS? WIRD DON ARBEITSLOS?
DAS FUELBAND. EINE IDEE AUS DEM NICHTS?
THE MAIN
DIE WAHRE GESCHICHTE.
DIGITAL BUSINESS. NIKE TREIBT DIE DIGITALISIERUNG AUF ALLEN EBENEN
DES UNTERNEHMENS VORAN.
NIKE DIGITAL SPORTS – 200 VORDENKER, DESIGNER, INGENIEURE UND
MARKETEERS ENTWICKELN GEMEINSAM DIGITALE SERVICES.
DAS OHR AUF DER STRASSE MIT SOCIAL MEDIA INHOUSE.
$800 Millionen
600
400
200
0
NEUE MEDIEN
DIRECT MARKETING,
INTERNET PAID SEARCH, SOCIAL MEDIA ...
KLASSISCHE MEDIEN TV, PR...
NIKE IST EIN MEISTER DER FRÜHERKENNUNG.
QUANTIFIED SELF
WEARABLE DEVICES
2006 2010 2013
DAS FUELBAND IST TEIL EINER KONTINUIERLICHEN ENTWICKLUNG.
Magneto Sonnenbrille NIKE+ Website NIKE+ iPod Sport Kit
NIKE+ Sp...
Magneto
Sonnenbrill
e
NIKE+ Website
& iPod Sport
Kit
NIKE
DIGITAL
SPORT
NIKE+
Fuelban
d
1994 2006
20102008
2012
NIKE WEARA...
DER ZENTRALE STRATEGISCHE GEDANKE HINTER DEM FUELBAND:
DATA-DRIVEN CUSTOMER LOYALTY.
THERE‘S AN APP FOR THIS...
EINE GLOBALE COMMUNITY VON MEHR ALS 18 MIO. MITGLIEDERN.
“WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF SERVICES
THAT COMPLEMENT THE PRODUCT“ STEFAN OLANDER, VICE PRESIDENT N...
JULIAN, UNSER TRAINEE, SIEHT DAS GANZE SO:
DAS ZIEL VON NIKE IST NICHT, MEHR UMSATZ MIT DEM FUELBAND ZU MACHEN,
SONDERN EINE NACHHALTIGE BEZIEHUNG ZU KUNDEN AUFZUBAU...
• XBOX GAME (2012)
• WORKOUT TRAINING
• ACTIVITY TRACKING
• NIKE+ INTEGRATION
• SENSOR & APP (2012)
• BASKETBALL TRAINING
...
R/GA
Advertising:
Digital Services,
UI/UX Design &
Marketing
WHIPSAW & SYNAPSE
Technologie & Engineering:
Entwicklung eine...
THE MAIN
WAS BEDEUTET DAS FÜR UNSERE ARBEIT?
MEINE ARBEIT HEISST JETZT NICHT MEHR PLANNING,
SONDERN STRATEGIE & BERATUNG.
UNTERNEHMENS-
STRATEGIE
TRENDS &
INSIGHTS
MAR...
DAS GEHT EINFACH GAR NICHT MEHR.
CREATIVE
DIRECTOR
HEAD OF
STRATEGY
INTEGRATION = CREATIVE STRATEGY.
THE MAIN
MEINE VISION FÜR DIE STRATEGIE.
THE MAIN
DANKE SCHÖN!
THE MAIN GMBH
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
info@themain.de
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Creative Strategy

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Die Digitalisierung hat uns verändert, doch unsere Strukturen sind noch die alten. Unternehmen müssen sich dem Wandel stetig anpassen. Was bedeutet das für die Arbeit von Agenturen? Wir zeigen auf warum Strategie eng mit Kreation verzahnt sein sollte.

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  • http://www.zastavki.com/pictures/1920x1200/2009/Ships_Speedboat_016360_.jpg

    By Shelly Palmer, Fox 5 NY On-air Tech Expert; Managing Director, Advanced Media Ventures Group
  • Bild: http://25.media.tumblr.com/948f2cf730cd3b62c7bcb7ab948a03a1/tumblr_mjnujn2QXK1qa0uc2o1_500.png
  • Bild: http://www.johnclang.com/
  • Bild: http://www.johnclang.com/
  • Bild: http://www.bz-berlin.de/multimedia/archive/00028/Guttenberg_28791a.jpg

    Bei airbnb wird alle 5 Sekunden eine Unterkunft gebucht.
    Airbnb hat massive Einschläge in der Hotellerie: In Deutschland verlieren jährlich Hotels ¼ aller Übernachtungen an Anbieter wie airbnb.

    Quelle: http://www.wiwo.de/unternehmen/dienstleister/ungleicher-wettbewerb-wettbewerbsverzerrung-durch-grauzone/8055626-2.html
  • Bild: http://www.lifeishid.com/DINOSAURBIGEXAMPLE.jpeg
  • INFOS:

    1971 gegründet, Sitz in Beaverton, Oregon
  • INFOS:

    Nike Digital Strategy is based on three areas:
    digital brand connections, to interacte with a consumer on a one-to-one basis
    digital sports and services, to do things like the FuelBand (also advanced In-store services)
    digital commerce, to provide greater access to the brand

  • INFOS:

    In 2010, Nike created a digital division called Nike Digital Sport with now 200 employees
    Nike Digital Sport is a cross-category division that enforce the Nike+ idea -- chip-enabled customer loyalty
    The new unit provides skilled resources, budget, and coordination across the enterprise

    Goals:
    to think holistically about physical and online products and develop new digital capabilities and innovations
    to investigate new digital technologies and practices to identify potential applications in products and customer engagement
    to create a unified consumer experience through synchronized operations
    to respond to - and even shape - rapidly-evolving consumer preferences
    to go further on developing new devices and technologies that allow sports users to track their data: personal statistics in any sport activity in which they participate

    This efforts are part of a global complete marketing approach that comprehends the power of tech, big data and social media marketing various 360 degrees channels
  • INFOS:

    after a decade of growth, its sales have reached $21 billion, making it the world's largest sports company, a full 30% bigger than closest rival Adidas

    2013: NIKE Brand Direct-to-Consumer (DTC) business – that’s the stores and websites we own and operate – increased 23 percent overall. Online sales alone grew 26 percent

    the purchase of any Nike product needs to be the beginning of the relationship with the consumer

    Nike's digital future is likely to involve more personalization, is how digital technology will enable even more potential for Nike and consumers

    Nike will expand its footprint in the digital space, especially through partnerships, to attract startups to build on the Nike+ platform

    It’s a functionally integrated company that has changed its entire architecture, building seamless, interconnected services and experiences, not just products, for consumers

    social media marketing in-house to gain a deeper understanding on how its consumers interact with the brand on its owned social networks such as Nike Plus as well as on third party platforms.


    “You know, wherever there is a good place to learn about the body, we're looking at it”

    Nike is now looking for novel ways to create more motivational tools in its digital arsenal:

    Body controlled music listening

    Body performance feedback through audio

    Heart rate feedback through audio or visual feedback


    Nike Digital Strategy is based on three areas:
    digital brand connections, to interacte with a consumer on a one-to-one basis
    digital sports and services, to do things like the FuelBand (also advanced In-store services)
    digital commerce, to provide greater access to the brand

    more than 70 separate brand sites online combined into a single destination to shop and connect with the NIKE Brand

    to streamline and accelerate the shopping experience

    integrated social media platforms to connect consumers to NIKE athletes







  • INFOS:

    classic advertising spendings on in the U.S. have been dropped continuously, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion in 2011

    It spent 800 Mio $ on “nontraditional” advertising in 2010

    no reliance on top-down campaigns celebrating a single hit. In their place is a whole new repertoire of interactive elements to communicate directly with its consumers (direct-to-consumers)
  • INFOS:

    2006: Erste Nike+ Plattform, Schuhsensor mit iPod
  • INFOS:

    “It doesn't become a sophisticated, beautiful product just because CEO Parker admired a leathery wristband”

    1994 Magneto Sonnenbrille – tragbar durch magnetische Pads die an die Schläfen geklebt werden

    2006 Experimente mit Social Networking und Online Communities
    Erst Joga Plattform zur Fußball WM 2006, dann erstes NIKE+ Konzept mit Plattform für Läufer/Jogger und Devices (Sport Kit: Schuh, Sensor & iPod)

    2006 Nike+ Sportkit: Nike engineers started noticing everyone on the Oregon campus using iPods, teams at Nike and Apple met to hash out a simple idea: synchronize jogging data with an iPod. Steve Jobs loved the idea

    2008 Nike+ Sportband (Schuhsensor & Sportband statt iPod; Sportband Display zeigt Distanz, Zeit, Geschwindigkeit)

    2008 Konkurrent Fitbit bringt als erster einen Acivity Tracker auf den Markt

    2011 folgt Hersteller Jawbone. Beide bis heute Hauptkonkurrenten des Nike+ Fuelband



  • INFO:
    “Fuelband is a dramatic new vision for how digital technology inspires and connects athletes everywhere. “

    FuelBand, for example, which rolled out in January after an intense two years of development, is a accelerometer you wear on your wrist that tracks your activity and energy expenditures and translates them into "Nike Fuel." Users can sync the device to a computer or mobile phone, use software to create and manage exercise goals, and upload the data to the Nike+ website—enabling a seamless, dynamic, data-heavy, self-sustaining workout routine.

    Activities are measured the same way for everyone, regardless of how many calories are burned

    #Nike engineers used the data to develop the proprietary algorithms that track accelerometer data accompanying each uptake of oxygen. That forged a relationship between physical movements and oxygen data in which each activity has a recognized accelerometry pattern.

    The band itself is made of a thermoplastic rubber called TPE and polypropelene, a plastic often used in dishwasher-safe food containers. There are 20 LED lights which turn from red to yellow and then green throughout the day — assuming you reach the NikeFuel goal set on your profile. (Nike has software for smartphones and desktop that the FuelBand can be registered with). In addition, another 100 white LED lights reveal time, Fuel points, calories and steps taken — you can cycle through each of these via the FuelBand’s single button.

    Inside the band is a triaxial accelerometer. If this sounds foreign, don’t worry — your iPhone has one, too. Basically, it can sense the movement of a device and the tilt at which it is held
  • INFO:

    Nike+ is an opportunity for the firm to improve its understanding of the consumer’s needs and tastes

    learning things we’ve never known before:
    In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances
    The average duration of a run worldwide is 35 minutes
    most popular Nike+ Powersong, which runners can set to give them extra motivation, is ‘Pump It’ by the Black Eyed Peas

    in 2013 Nike+ community has over 18 Million members tracking their activities with fuelband, sportwatch or training app

  • INFOS:

    deeply immersive and connected products like Nike Fuelband essentially become the company's de facto marketing

    It creates a link so much stronger than anything you could ever say in a communication
  • INFOS:

    Sales from digital products, such as the Nike FuelBand and digitally enabled shoes, remain a blip in Nike's overall revenue

    footwear is still king in Nike's $25.3 billion empire. Apparel sales are a distant second

    Equipment brings in significantly less revenue for Nike — just $608 million compared to $6.4 and $3.3 billion, respectively, for shoes and apparel in 2011

    Nike saw an 18% rise in profits for the 2012 fiscal year after introduction of the Nike+ FuelBand


  • INFOS:

    Fully integrated products

    Nike's other Plus services, so far, are Nike+ Basketball, Nike+ Training and Nike+ Kinect Training.

    Nike and R/GA are in an ongoing process building a whole ecosystem of gadgets and services built around measurable personal improvement through exercise
  • INFOS:

    “What's more important--the people who cook up all the options or the people who curate and make the decisions?”

    The exploration of fuelband concept led to 12 prototypes, reduced to 6 before Nike got its outside partners involved

    When Nike first met with ASTRO Industrial Design in March 2010, the basic idea of the FuelBand--especially its all-important color scheme--was more or less realized

    Design: NIKE had the concept of a tennis sweatband with an electronic watch

    Nike also consulted engineering firms Whipsaw and Synapse, and longtime digital marketing agency R/GA

    these team of partners created hundreds of prototypes

    Nike's specific requests to partners included:
    its red-to-green color scheme;
    the idea of Fuel points,
    a dead-simple interface without excessive metrics, learned from NIKEs experience with earlier digital products, for which 30% of users turned off calorie tracking

    Nike's role was between a coach and a traffic cop

    during that process, "Nike was the ultimate creative director”

    Astro Studios, industrial design firm, developed the wristband

    Whipsaw embedded 120 LED lights in the bracelet (to look like an old-time scoreboard)

    Synapse developed a curved lithium battery

    Arizona State University developed the “oxigen kinetics” (correlate certain motions with oxygen demand)
    Glen Gaesser, an exercise and wellness professor at Arizona State University
    A study at Arizona State University monitored participants’ oxygen consumption on several sporting activities in order to correlate certain motions with oxygen demand

    R/GA – longterm digtal marketing agency of NIKE s
    R/GA was tasked with the interactive experience and toyed with making Fuel points spendable
    A collaboration between R/GA and Nike+ used product innovation as a framework for advertising
    there has never been a way to measure activity, and Nike wanted to change that
    RG/A designed the entire user experience for this device that tracks daily activity using a universal metric ­ Fuel
    Data visualizations show where users were most active daily, weekly, monthly and beyond
    utilizing Bluetooth technology to sync the Fuel wirelessly to the user's platform of choice

  • Creative Strategy

    1. 1. Die Digitalisierung hat uns verändert, doch unsere Strukturen sind noch die alten. Unternehmen müssen sich dem Wandel stetig anpassen. Was bedeutet das für die Arbeit von Agenturen? Wir zeigen auf warum Strategie eng mit Kreation verzahnt sein sollte. Eine Präsentation von The Main, eine Strategieberatung für digitales Marketing. CREATIVE STRATEGY
    2. 2. THE MAIN HANNES LEY Kaospilot Seit zwei Tagen 40 Ex-Planner / Creative Strategist Kommunikations- und Digitalstratege Workshop Designer und Moderator Change Maker Unternehmensberater Gesellschafter und GF Strategie bei The Main Speaker und Facilitator bei Hyper Island, Good School, Kaospiloten Freund des Hauses. 10... 9... 8... 7... 6... 5... 4... 3... 2... 1...
    3. 3. THE MAIN BÄÄÄÄÄÄÄÄÄÄÄÄÄÄM!
    4. 4. THE MAIN “CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“
    5. 5. THE MAIN WIR HABEN UNS VERÄNDERT, ABER UNSERE STRUKTUREN SIND NOCH DIE ALTEN.
    6. 6. WIR TEILEN WIEDER GERNE. 2013 2005
    7. 7. THE MAIN WIR PRAKTIZIEREN GRENZENLOSE LIEBE.
    8. 8. MYTAXI | WIR FAHREN WIEDER GERNE TAXI.
    9. 9. THE MAIN WIR FÜHLEN UNS JETZT IN DER GANZEN WELT ZUHAUSE.
    10. 10. HEUTE MORGEN IN MEINEM POSTFACH.
    11. 11. WIR SCHAUEN SERIEN OMU UND FILME ONLINE OHNE WERBUNG.
    12. 12. THE MAIN NICHT MEHR DER STÄRKSTE GEWINNT, SONDERN DERJENIGE, DER SICH AM SCHNELLSTEN AN DIE VERÄNDERUNGEN ANPASSEN KANN.
    13. 13. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY Früher wurde das Budget in die Kampagne gesteckt. Heute wird dasselbe Budget in alle Medien gesteckt, die Menschen zum Kauf verführen. JA.... AUCH IHR SEID DAVON BETROFFEN. Kreativagenturen Interactive Agenturen PR Agenturen Social Media Agenturen Media Agenturen SEM Agenturen SEO Agenturen PR Agenturen PR Agenturen Social Media Agenturen DM Agenturen Inhouse Marketing Digital Agenturen eCommerce Agenturen App Developer Mobile Startups
    14. 14. WAS HEISST DENN DAS? WIRD DON ARBEITSLOS?
    15. 15. DAS FUELBAND. EINE IDEE AUS DEM NICHTS?
    16. 16. THE MAIN DIE WAHRE GESCHICHTE.
    17. 17. DIGITAL BUSINESS. NIKE TREIBT DIE DIGITALISIERUNG AUF ALLEN EBENEN DES UNTERNEHMENS VORAN.
    18. 18. NIKE DIGITAL SPORTS – 200 VORDENKER, DESIGNER, INGENIEURE UND MARKETEERS ENTWICKELN GEMEINSAM DIGITALE SERVICES.
    19. 19. DAS OHR AUF DER STRASSE MIT SOCIAL MEDIA INHOUSE.
    20. 20. $800 Millionen 600 400 200 0 NEUE MEDIEN DIRECT MARKETING, INTERNET PAID SEARCH, SOCIAL MEDIA ... KLASSISCHE MEDIEN TV, PRINT, RADIO ... 2000 2005 2010 2011 $113 2010 $771 15 10 5 0 $20 Milliarden NIKE UMSATZ + GEWINN 2001 2005 ´11 UMSATZ: $20.9 NETTOGEWINN: $2.1 NIKE U.S. WERBESPENDINGS WENIGER KLASSIK, MEHR DIGITAL UND NOCH MEHR UMSATZ.
    21. 21. NIKE IST EIN MEISTER DER FRÜHERKENNUNG. QUANTIFIED SELF WEARABLE DEVICES 2006 2010 2013
    22. 22. DAS FUELBAND IST TEIL EINER KONTINUIERLICHEN ENTWICKLUNG. Magneto Sonnenbrille NIKE+ Website NIKE+ iPod Sport Kit NIKE+ Sportband Fitbit Classic Jawbone UP
    23. 23. Magneto Sonnenbrill e NIKE+ Website & iPod Sport Kit NIKE DIGITAL SPORT NIKE+ Fuelban d 1994 2006 20102008 2012 NIKE WEARABLE DEVICES. NIKE+ Sportband
    24. 24. DER ZENTRALE STRATEGISCHE GEDANKE HINTER DEM FUELBAND: DATA-DRIVEN CUSTOMER LOYALTY.
    25. 25. THERE‘S AN APP FOR THIS... EINE GLOBALE COMMUNITY VON MEHR ALS 18 MIO. MITGLIEDERN.
    26. 26. “WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF SERVICES THAT COMPLEMENT THE PRODUCT“ STEFAN OLANDER, VICE PRESIDENT NIKE DIGITAL SPORT
    27. 27. JULIAN, UNSER TRAINEE, SIEHT DAS GANZE SO:
    28. 28. DAS ZIEL VON NIKE IST NICHT, MEHR UMSATZ MIT DEM FUELBAND ZU MACHEN, SONDERN EINE NACHHALTIGE BEZIEHUNG ZU KUNDEN AUFZUBAUEN.
    29. 29. • XBOX GAME (2012) • WORKOUT TRAINING • ACTIVITY TRACKING • NIKE+ INTEGRATION • SENSOR & APP (2012) • BASKETBALL TRAINING • PERFORMANCE TRACKING • NIKE+ INTEGRATION • MOBILE APP (2012) • WORKOUT TRAINING • PERFORMANCE TRACKING • NIKE+ INTEGRATION UND DIE IDEE WÄCHST.
    30. 30. R/GA Advertising: Digital Services, UI/UX Design & Marketing WHIPSAW & SYNAPSE Technologie & Engineering: Entwicklung einer Lithium Batterie In Armbandform, Implementierung von 120 LEDs UNI ARIZONA Tracking-Technologie „Oxygen Kinetics“ ASTRO Design Armband NIKE Idea, Coach, Traffic Cop ... UND WER HAT ES WIE GEMACHT?
    31. 31. THE MAIN WAS BEDEUTET DAS FÜR UNSERE ARBEIT?
    32. 32. MEINE ARBEIT HEISST JETZT NICHT MEHR PLANNING, SONDERN STRATEGIE & BERATUNG. UNTERNEHMENS- STRATEGIE TRENDS & INSIGHTS MARKT- UND WETTBEWERBS- ANALYSEN BIG DATA EVALUATION & OPTIMIERUNG MARKEN- UND CONTENT- STRATEGIE MEDIA STRATEGIE CONSUMER INSIGHTS KOMMUNIKATIONS- STRATEGIE PRODUKT- STRATEGIE & SERVICE DESIGN VERTRIEBS- STRATEGIE ORGANISATION & PROZESSE DIGITALSTRATEGIE DIALOG & SOCIAL MEDIA PLANNING
    33. 33. DAS GEHT EINFACH GAR NICHT MEHR. CREATIVE DIRECTOR HEAD OF STRATEGY
    34. 34. INTEGRATION = CREATIVE STRATEGY.
    35. 35. THE MAIN MEINE VISION FÜR DIE STRATEGIE.
    36. 36. THE MAIN DANKE SCHÖN!
    37. 37. THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

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