Anthony Johnston, Director G2 Australia presents a practical discussion on what a brand needs to consider to benefit from the digital space, relevant to running a business in the current climate. When a brand enters this arena, in all its myriad options, audiences and devices, it does so in an environment that is at best exceptionally beneficial and rewarding, at worst damaging to a brand if careful consideration isnt given to getting it right. Digital is not about the latest technology. It is about communicating in a world where brand control is difficult, where messages take on different shapes in different channels, and the core element of getting it right is the idea itself. Anthony covers the main points of consideration including the manifestations of innovation, partnerships, internal and external efficiencies, making the right choices and, most importantly activating a consumer to engage with your brand in the way you want.

1. 80

2. Focusing Your
Digital Ideology
Anthony Johnston

3. What is it you really
want from your
digital channel?

4. What is your
ideology?

5. 1 MEDIA
2 ACTIVATION
3 INNOVATION
4 STRUCTURE

6. 1 MEDIA
85

7. Seen but
not heard
86

8. Stop targeting
& start attracting
The Basic Laws of Attraction
Listen – Add Value – Be Human – Engage – Be Respectful
87

9. Scalejacking 88

10. Take really good care of 100
people instead of harassing 2000

11. Igniting groups
...to activate 90

12. Understanding social media
91
91

13. Clarity of Strategy First
Social Media Follows
92
92

14. Create
frictionless
content
93

15. Create
frictionless
content
94

16. Open-source targeting
95
95

17. Listening to everyone,
Speaking to Everyone
96

18. 1 MEDIA
2 ACTIVATION

19. Activation is key
98

20. The process
of buying
99

21. Focus on
Retail
100
100

22. Focus on
Retail
101
101

23. Focus on partnerships
102
102

24. 1 MEDIA
2 ACTIVATION
3 INNOVATION

25. Innovation doesn't have
to come from invention.
It can also come from
reconfiguration.
104

26. Innovation
is about
ideas
105

27. We don’t ask consumers what they want. They don’t know.
Instead we apply our brainpower to what they need, and
will want, and make sure we’re there, ready.”
Akiho Moria – Founder, Sony
106

28. Watch the horizon Manage for
Replicate profitability
business
Test model
business
Seed model
growth
options
Create viable
Horizon 3 options
Build emerging
Horizon 2 businesses
Extend and
Horizon 1 defend
core business

29. Want to buy a record store?
8 years ago
Time
Profit

30. Disruption in months
$65M in loans in 10 mths
Micro loans in emerging economies The big guys have entered the game

31. What’s Next?
110

32. 1 MEDIA
2 ACTIVATION
3 INNOVATION
4 STRUCTURE

33. Focus on
consumers,
not systems

34. Cloud
113

35. Key Take-Outs

36. Create “Frictionless Content”
 Focus on generating ideas that
your consumers will absorb and
spread – they are your media
planners

37. Focus on activating
 Understand and leverage each
point of your path to purchase
 Make the decision as easy as
possible

38. Innovation is key
 Focus on generating insight,
into consumers, process and
markets
 Treat ideas like a creative
product. View objectively.

39. Avoid structures of restraint
 Change philosophy of
ownership & IP
 Forge alignments outside of
your infrastructure

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