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#Multichannel Innovation — Bust the silos: convert the virtual into reality!

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“My message according to our disruptive Value Task: Do it the smart way. Unify Social & Human-to-Human. Convert the virtual into reality. Never digitize anything which provides much more effectiveness through its analog existence!”

I was fascinated when Christian Kopocz informed me about the XMPie Users Group initiative to organize #XUG15EU in Berlin/Germany, the 1st. European Conference to think and talk about Multi-Channel Innovation. I have the honor to became a supporter and partner via my company Value Communication AG. And to be a key note speaker as well. Why? Because in the last years I struggled with all this ”Blablabla“ on „print is dead and for losers“, online resp. cross-media is the winner but has to be converted into omni-channel a.s.o. In most of the cases Old School candidates tried to adopt new buzzwords to demonstrate that they are modern and ahead. But they fail, specially traditional publishers, agencies and media service providers.

But even for me as an communication analyst it was a good learning to get involved via #XUG15EU. It made me rethink my analyst work I’ve done in the last 15 or 20 years. At that time we started to deal with VDP, personalization, individualization. Later on W2P and Online-Printing. But as we know today, none of this innovation tasks created mainstream effects. The Old School world is still there and and dominant.

WANTED: A Mind Shift! Think and act disruptive.

In fact I figured out that is not possible to optimize what we are doing successfully, so far. According to what they call „Innovators Dilemma“ our own success is our biggest enemy. So I created a „Disruptive ValueTask“ concept. Based on three main models:

1. How to unify Social (Technologies) and Human-to-Human needs? — By three key success factors: 1. Reduce complexity. 2. Skip analog thinking in a digital world. 3. Practice that needs are the measure of all things.

2. Cultivate and practice the BIG 5-C Value Communication Mechanism. — It is all about to synchronize and harmonize Content, Community, Creativity, Connectivity and Consumer&Brands in a new way.

3. Understand and learn The Real Value of Communication. — It is beyond Digital Transformation leading us back and forth at the same time by Dialektik, Innovatik and Hermeneutik (which is dedicated to the sense of purpose).

To make all this happening we have to disrupt. So please follow my advice:

— Multi-Channel Innovation depends on technologies but is headed by „Brainware“, not by soft- and hardware.
— We need a new philosophy to create a common understanding of how we manage Multi-Channel Innovation successfully. Any kind of innovations only push through if they are communicated effectively — especially in the field of B2B.
— Multi-Channel success is driven by interaction and diversity.

http://valuetrendradar.com/2015/05/20/multi-channel-innovation-bust-the-silos-convert-the-virtual-into-reality/

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#Multichannel Innovation — Bust the silos: convert the virtual into reality!

  1. 1. art& Bust the Silos! ! Convert the Virtual into Reality!! Key Note by Andreas Weber#XUG15EU Get the Context http://xug15.eu/partner/value-communication-ag-bust-the-silos-convert-the-virtual-into-reality/
  2. 2. art& My Commitment: Drive Multi-Channel Innovation 
 in a very surprising 
 and challenging way. ! Right here, at #XUG15EU!
  3. 3. art& Value Communication’s strength is based on our talent to involve innovators via our community work! #XUG15EU Get the Context
  4. 4. art& #XUG15EU Get the Context
  5. 5. art& Great Interaction via ValueCommunity Work 5’000+Community Members 
 via LinkedIn, XING, Google+
 Facebook, WeChat, Weibo 15’000+Visitors p.m. via Value Content Platforms 
 (Blog, XING Forum, Online-News Portal, 
 Facebook, Twitter, Slideshare, YouTube, Google+ 100’000+Users/Readers p.m. of Value Content 
 via Value Partners 
 in EMEA, BRIC Note: At least, we cover 110+ countries around the globe. Ca. 57% of our audience belongs to the D/A/CH region. — Strong support we get from our partners like Mike Hilton/ Graphic Repro On-line, Hamilton Costa, ANconsulting, Brazil, Publisher (Magazine CH), Print&Publishing (Austria), Druckmarkt (D/CH) and many others. 115’000+Attendees of Value Events, Seminars, Workshops, 
 Briefings/Key Notes in EMEA, BRIC, North-America 1’000+Tweets/Posts p.m. via LinkedIn, XING, Facebook, WeChat, Weibo ! 1.2mReaders/Users via special occasions (like drupa 2012) Our Results: 
 500+Innovation Projects up to #XUG15EU Get the Context
  6. 6. art& ValueMedia: 
 Best-in-Class Multi-Channel 
 Effectiveness! Source:https://twitter.com/InfographicsIts
  7. 7. Provide GuidanceExperience the Real Value of Communication Subscribe for free to my Blog! http://valuetrendradar.com Special Section: #XUG15EU | Multi-Channel CERTIFIED by ISSN 2364-7639
  8. 8. art& Great posts especially 
 dedicated to Multi-Channel! Provide GuidanceExperience the Real Value of Communication CERTIFIED by ISSN 2364-7639
  9. 9. art& My (current) Multi-Channel Innovation DARLING:
  10. 10. art& My Multi-Channel Innovation DARLING!
  11. 11. art& My Multi-Channel Innovation DARLING!https://youtu.be/ozzA-wkHaTY
  12. 12. art& You (don’t) get it? ! Something real becomes something virtual to become something real! ! Discover. Watch. 
 Love. Share. 
 Talk about it!
  13. 13. art& Multi-Channel Innovation 
 is not only the optimization 
 of Cross-Media. 
 (That’s already what they call:
 Omni-Channel!)
  14. 14. art& Multi-Channel Innovation 
 is always disruptive!
  15. 15. art& Multi-Channel Innovation 
 could push eCommerce Sales.
  16. 16. art& Disruptive? 
 Looks like a OSCAR 
 Award Ceremony! 
 https://youtu.be/bkgweI7kqX0?list=PLMmqeTUK5LaNfKpVQ2nsyvvWFh2HQ9Vxd
  17. 17. art& Real Multi-Channel Innovation
 is a challenge.
  18. 18. art& Innovators Dilemma: ! “The greatest enemy is your own success!”
  19. 19. art& #XUG15EU Get the Context
  20. 20. art& ”Known by the motto 
 you cannot know 
 what you don’t know 
 technology innovations 
 only push through if they are communicated effectively — especially in the field of B2B” —Andreas Weber
  21. 21. art& #XUG15EU Get the Context
  22. 22. art& Something Old: 
 Marketing leads 
 to Business Success! 
 (Target+Result Orientation)! Something New:
 Technologie Innovation 
 + Communication Innovation 
 = Marketing Innovation (Process Orientation)
  23. 23. art& Multi-Channel Innovation 
 needs a mind shift. 
 It’s a disruptive lifestyle 
 philosophy!
  24. 24. art& Sarah Lowery, Telefonica
 Multi-Channel Commercial 
 Innovation Managerhttps://youtu.be/6TNlgcsLT9o?list=PLMmqeTUK5LaNfKpVQ2nsyvvWFh2HQ9Vxd
  25. 25. art& Multi-Channel success is driven 
 by DIVERSITY. 
 
 Disruptive means to get involved in everything! —Sarah Lowery, Telefonica
 Multi-Channel Commercial 
 Innovation Manager
  26. 26. art& Multi-Channel Innovation 
 creates INTERACTION plus
 SMART CONVENIENCE!
  27. 27. art&
  28. 28. art& Multi-Channel Innovation 
 has to unify Social Technologies and Human-to-Human needs. Because needs are the measure 
 of all things!
  29. 29. art& #XUG15EU Get the Context http://valuetrendradar.com/value-communications-manifesto/
  30. 30. art& To unify Social Technologies 
 and Human-to-Human needs you have to follow the 
 BIG 5-C’s model!
  31. 31. art& #XUG15EU Get the Context
  32. 32. art& “The Big 5 -C” principle:! Content — Embassies and storytelling around 
 the Performance Promise Connectivity — for inter-media transfer of 
 knowledge and digital literacy Consumer (and Brands) — as a focal point 
 around which entwines everything Community — using the Human-to-human principle Creativity — as a creative force of the New World ! Creativity is regarded as an engine of innovation, which includes a deep understanding of technology use, as well as open source surf.
  33. 33. art& ”Old & New”— Find the best Balance! In the past we loved to experience goods 
 via a real marketplace! (BIG 5-C approved!)
  34. 34. art& Technology needs humanity! ! In the ”Advertising age” goods got transformed by Marketing Professionals into the digital media world.
 (NOT BIG 5-C approved. I. E. we lost community effects!) 

  35. 35. art& Do we struggle and suffer by Innovation overkill? »A number of remarkable technologies are converging: clever software, novel materials, more dexterous robots, new processes (notably three-dimensional printing) and a whole range of web-based services.« http://www.economist.com/node/21553017 ! In the ”Digital age” goods got re-directed 
 by Tech Savvys — back from virtual to reality. 
 (BIG 5-C approved. Concern: We lost connectivity.)

  36. 36. art& ! For sure there is a risk to suffer by information overload. But exactly to avoid this we need MULTI-CHANNEL Innovation driven by Interaction. (Absolutely BIG 5-C approved!)

  37. 37. art& BUT: There are always 
 those questions and concerns… ! Are we able to run the digital transformation properly? And fast?
 
 Does disruptive innovation kill us? ! Who are the new leaders?

  38. 38. art& 
 Doesdisruptive
 innovation killus?

  39. 39. art& 
 
 Does disruptive innovation kill us? Yes! And No! ! Who are the (winning) new leaders?

  40. 40. art& #XUG15EU Get the Context
  41. 41. art& #XUG15EU Get the Context
  42. 42. art& #XUG15EU Get the Context
  43. 43. art& We need a new philosophy to create a common understanding of how we manage Multi-Channel Innovation successfully!
  44. 44. art& I do not want to torture you. 
 BUT: Please let me introduce the ValueApproach how to manage the Multi-Channel transformation process to gain the ”Real Value of Communication“!
  45. 45. The Real Value of Communication: 
 How it works via Hermeneutik — Dialektik – Innovatik 
 MOVIES AND ANIMATIONS BY LAURENZ SILL http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/ art&
  46. 46. ! http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/
  47. 47. ! http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/
  48. 48. ! http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/
  49. 49. ! http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/
  50. 50. ! http://valuetrendradar.com/2014/08/15/valuecheck-perfect-way-to-connect-innovation-to-profit/
  51. 51. art& Key for SUCCESS: 
 & The Real Value of Communication The Real Value of Communication driven by the BIG 5-C
  52. 52. art& What do you think? 
 Who/which company 
 is the global leader in 
 Multi-Channel Innovation?
  53. 53. art& HEUREKA!
  54. 54. art& Perfect Website and Webstores Best-in-class (physical) flagship stores High value of PRINT (AirPrint, iPhoto books, premium packaging…) ! Extraordinary market orientation and performance promise — dedicated to a sustainable digital lifestyle experience
  55. 55. art& Good point? YES! 
 Multi-Channel Innovation 
 leads to a sustainable digital lifestyle experience 
 in a real world!
 That’s it!
  56. 56. art& APROPOS… Surprise! 
 Two perfect samples for innovative 
 Multi-Channel Services
  57. 57. art& http://www.industriekommunikation-4.0.mds.eu mds. — a hidden champ!
  58. 58. art& https://www.outputmagazine.com output magazine — Best-in-class digital publishers
  59. 59. art& https://www.outputmagazine.com Social 
 & Human
  60. 60. Provide GuidanceExperience the Real Value of Communication Subscribe for free to my Blog! http://valuetrendradar.com CERTIFIED by ISSN 2364-7639
  61. 61. art& Happy to stay in touch! Andreas Weber//FOUNDER & CEO VALUE COMMUNICATION AG Performance Promise: CONNECTING INNOVATION TO PROFIT! Services: SMART ADVICE | KNOWLEDGE | CONNECTIVITY http://value-art-com.myshopify.com/collections/all http://about.me/andreas.weber
  62. 62. Contact @ValueCommAG (Twitter) https://facebook.com/ValueCommunicationAG http://www.linkedin.com/in/andreasweber https://www.xing.com/profile/Andreas_Weber46 https://www.xing.com/net/prica0432x/ddf/ ! Subscribe for free A) ValueTrendRadar (Blog): http://valuetrendradar.com B) Value Slide Shows: http://de.slideshare.net/zeitenwende007 ! © 2015 by Andreas Weber (Publisher, Movies) | Şükran Ceren Salalı & Sudarsha Rambaran (Research) art&

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