THINK,PLAN & DO STUFF!

Viele Unternehmen konzentrieren sich auf die allgemeinen Hypes und Trends. SecondLife war eines dieser Phänomene und wurde noch gehypt als erkennbar war, dass die Relevanz des Angebotes in keinem Verhältnis zu den für Unternehmen notwendigen Investitionen standen. Aber egal wir haben es überlebt, und viele Marketing Euros wurden davon verschont in SecondLife eine virtuelle Markenwelt zu schaffen, die so virtuell ist, dass sie auch wirklich niemand sieht. Entweder man ist der erste, oder man sollte sich auf andere Dinge konzentrieren die man offensichtlich besser kann als dauerhaft Marketing-First-Mover zu sein – Be quick or be dead! Andere Hypes aus dieser Zeit waren Viral Movies und Blogs (damals dachte man sogar, dass es wirklich keinem auffallen würde, wenn man als Unternehmen selbst seine eigenen Blogeinträge kommentiert). Aber zumindest der Blog als Technologie hat überlebt. Man musste nicht der ersten sein, sondern Qualität liefern. Qualität über einen langen Zeitraum und siehe da, diese Blogs werden noch immer gelesen und sind die wichtigen Multiplikatoren unseres Informationszeitalters.

Heute finden wir wieder diese Trends. Social Media, Platin- und Goldprofile bei Social Networks, Facebook und Twitter. Dazu kommen technologische Entwicklungen die man unbedingt mitnehmen muss um edgy und innovativ bei seinen Kunden und potenziellen Kunden zu sein und wenn die Produkte dann noch Innovationen vermissen lassen, scheint die schon fast in Massenaktivismus ausartende Nutzung von UGC und Social Media die Lösung für das Markenimage zu sein. Das Ergebnis stellt sich am Ende eine Fiskaljahres als lustig bunte Caseshow dar und hilft dem jungen Produktmanager oder Marketingdirektor vielleicht bei der Überzeugung seines Vorgesetzten, der das Internet und die damit verbundene Interaktion vielleicht noch von seinen Kindern vorgelebt bekommt.

Die Frage ist hierbei aber nicht, sich diesen Trends zu öffnen oder zu sperren. Die Herausforderung besteht lediglich in der Vorbereitung und Planung der potenziellen Marketinginstrumente in Form einer DIGITALSTRATEGIE. Wieso testen Unternehmen jeden dummen TV-Spot und jedes glattgezogene Printmotiv und jeden noch so flachen Slogan, Claim oder sonst was und vergessen bei der Planung und Durchführung ihrer Onlinemassnahmen jegliche Sorgfalt und jede strategische Überlegung.

Vielleicht liegt es aber auch daran, dass unter Marketing zu häufig Werbung verstanden wird und Werbung wird häufig von Werbern gemacht und Werber machen Marken und die Marke ist der entscheidende Erfolgsfaktor für das Unternehmen. Aber das funktioniert nicht mehr in diesen Bereichen. Werbung hilft uns nicht weiter, sondern nur noch interdisziplinäres Best-Practicing. Hierzu müssen die Silos endlich eingerissen werden. Es helfen auch keine runden Tische sondern transparente und kontinuierliche Kollaboration. Wissensmanagment und Businessintelligence müssen alle Beteiligten innerhalb und ausserhalb des Unternehmens miteinander verbinden. Reportings und Kennzahlen müssen gemeinsame Basis werden und für die Bewertung der eingesetzten Maßnahmen jederzeit zur Verfügung stehen.

Folgende Punkte helfen bei der Entwicklung der DIGITALSTRATEGIE:

A) STRATEGIE

  • Welcher strategischen Herausforderung sieht sich mein Unternehmen ausgesetzt?
  • Welche Unternehmensbereiche sind hiervon betroffen?
  • Wie unterstützt meine aktuelle Strategie diese neuen Herausforderungen?
  • Wer sind mögliche Unterstützer für das Projekt?

A) KANALVERFÜGBARKEIT

  • Welche Kanäle sind verfügbar?
  • Darstellung der Chancen und Risiken sowie der notwendigen Ressourcen zur Planung, Durchführung und Kontrolle in der Nutzung dieser Kanäle.

B) KANALNUTZUNG

  • Welche Kanäle nutzt mein Unternehmen bereits mit welchen Inhalten?
  • Welche Kanäle stehen mir durch mein Partner zur Nutzung zur Verfügung?
  • Wie lassen sich diese Kanäle miteinander nutzen?

C) ZIELDEFINITION

  • Was sind inhaltliche und betriebliche Ziele innerhalb der Kanäle?
  • Welche Messwerte lassen sich in meinem Unternehmen nutzen um die Wirkung meiner Maßnahmen zu messen.
  • Wie unterstützen die eingesetzten Maßnahmen meine Unternehmensstrategie?

D) ROLLOUTPLANUNG

  • Maßnahmenplanung unter Betrachtung von Zeit- und Ressourcenverfügbarkeit
  • Definition der Zielgrössen nach Milestones und Berücksichtigung von Optimierungsschleifen

E) VERANTWORTUNG

  • Bestimmung von Verantwortlichen für Inhalte und Themen
  • Übernahme und Kommunikation der Gesamtverantortung für das Projekt
  • Kommunikation der Ziele und mgl. Risiken
  • Transparenz

Wie man an den skizzierten Punkten erkennt, betrifft die Umsetzung einer DIGITALSTRATEGIE das gesamte Unternehmen und alle Hierarchiestufen. Es beinhaltet Risiken und Chancen die sorgfältig bewertet werden müssen und eine schnelle Eskalation innerhalb des Unternehmens ermöglichen. Besonders durch die hohe Geschwindigkeit der digitalen Medien ist das Senior Sponsoring der entscheidende Hebel bei einem aufkommenden Problem. Die Umsetzung einer wirksamen DIGITALSTRATEGIE ist ein kontinuierlicher Change Managment Prozess und bedarf fortlaufenden Lernens. Wenn diese Planung gewissenhaft und offen mit allen Beteiligten durchgeführt wird und die Verantwortlichkeit sowie der damit verbundene Entscheidungsraum definiert ist, entsteht eine werthaltige DIGITALSTRATEGIE die das Unternehmen beflügelt und mehr liefert als Kommunikationslösungen.

(DENKEN + PLANEN) * HANDELN = ERFOLG

SOCIAL MEDIA WITH CEOs

I’ve always seen social media as a strategy for corporate communication. It’s to sensible and to interactive to just be added to regular bulk media. This media is best-of to demonstrate and to proof wether marketing takes their brand serious and trusts in their own ability to talk truth.

http://www.bizreport.com/2010/10/is-ceo-involvement-in-social-media-too-risky.html http://fb.me/DswMisaY

Bring it on….!

I really like sailing and the actual americas cup shows the possiblities what will be possible when all participants grant themself a minimum of rules. Although this race doesn’t have to do anything with classical nostalgic sailing anymore (not this year) it really brigs out great ideas and capabilities to build something new and fast, really fast. Those boats will hit physics this year and we will see if the one with the highest risk (see the Wing of the Oracle) will really make the race.

http://www.americascup.com

NEW WAYS…OF NEW BUSINESS

How to face the crises? Agencies meet the crisis, disruptive ideas for the downturn economy. Agencies with their creativity are right now kind of stucked in making a decission to generate some revenue for keeping the numbers right. But in most cases they just do the same stuff they did before, just for less money, delivering more output for the same money or trying to deliver solutions that are now especially focussed on the ROI of enterprises. Wow – new learnings – what we did then deliver our clients before?

From my perspective the situation is quite clear. Especially in a tight economic situation like today you need to focus on the essential benefit you deliver to the market. Not making up some new market niches or new solutions just because the everybody has less to spend. From the agencies perspective they still have production capacities that are not used and that are still doing their great work they did before. The agency they worked for stands hopefully for an USP they worked for in the past to become a serious partner for companies in a special field and for a special service. Why you like to shift your business model in such a crisis? Generate more costs internally, invest more time for selling this new services and taking the risk of failing with this? If it is all about tight budgets on the client’s side and a not fully used capacities in the agencies meet in the middle.

I just recently found the following project by Crispin Porter + Bogusky what hits the nail on the head:

http://cgi.ebay.com/Crispin-Porter-Bogusky-Intern-Auction-Summer-2009_W0QQitemZ270392380113QQcategoryZ317QQcmdZViewItem

AGENCY GOES EBAY
AGENCY GOES EBAYAGENCY GOES EBAY

A great example of facing the situation on the clients‘ side and execise a real understanding of the situation. Sharing the risk for both sides in terms of a market-demand-pricing and use your core experience establishing a trustworthy partnership with the clients you support with that model within this challenging situation and if you are really a great agency you still make good money with approach.

THE TIME CHANGED : BELIEVE IT!

Funny weeks passed by and you come home thinking was that once we thought before, created before and struggled presenting this ideas to some old fashioned Creative? I recently found a quote by Bob Lord from Razorfish that really helped me realising the time changed.

„We respectfully suggest that what you say — or your agency says — about your brand or your product
matters less than what your customers say about you. And what matters most to them is what your
brand does.“

THANKS.

DÉJÀ VU : ONLINE : DIGITAL : INTEGRATED : UGC

Sometimes there are days, where you just find youself asking: „have i been here before?“. In those days this feelings come up nearly every day. What has happened the last years in the field of advertising and the reflection of what happens in the digital media – seems to be not recognized by a lot of people you might think this is THEIR GODDAMN BUSINESS – THEY SHOULD KNOW.

Most agencies, even the ones working in the field of DIGITAL donnot reflect the full impact of situation on a global scale. What i mean is not that they are not aware of using the right technology or building great application. I donnot judge any business models behind the different agency models. I am not talking about classic or digital. Of course a lot of the big players just act like a headless chicken, now in times where their loved Million $$$ budgets are frozen or shifted and new income streams need to be generated.

From my perspective the core is around the following questions:

1) WHAT DO WE REALLY OFFER TO OUR CLIENTS?

2) WHAT IS THE VALUE AND THE EXPERTISE IN WHAT WE OFFER?

3) WHO AND WHAT GENERATES THE RESSOURCES WE OFFER?

4) WHERE DO WE WANT TO BE IN 5 YEARS AS AN ENTERPRISE?

I think this makes out most of the questions need to be solved quickly and transparent in every enterprise, as the digital world, especially for agency models on all different levels, is more than a medium to connect people with brands. It’s a medium that also connects people with ideas and streamlines product development of services and digital products.

To make it simple, for what does a client needs an agency if the consultants (in most cases they where called contactors) fluctuate every 1,5 years and with them the agencies knowledge about the client and their market position.

For what does a client needs an agency if 80% of the work is done by freelancers?

For what do you need a partner that you pay 100000 $ for a service, where you know he spends 60000 $ in his office rent?

For what do you need all this, if you find solutions from people offering the identical services 2 clicks deep from google for half the price? The ONLY CAPITAL in the digital world is knowledge, experience and creativity. Machines and plants are over – i thought it’s over since 10 years but it seemes that a lot of so called smart guys still think it’s like in industrial world. Believe me – this time IS OVER! Opensource and Opencreativity is the way enterprises in this field need to reflect in their business models.

Hockeystick charts are over!

One dimensional thinking is over!

I-know-everything is over!

We-are-big is irrelevant!

Content and ideas are relevant!

MEXICO:

We will go to Mexico without a strange feeling. After H1N1 turned to a pandemic level, there’s no reason not going to Mexico anymore ;-)

The Trip takes us to the Top of Mexico Mexico City (25 Mio.), Merida, La Isla de Holbox and Cancun.

Photos will follow soon!

Nielsen: Mommy bloggers – the ones to watch

Mommy bloggers are an online force to be reckoned with, and their numbers are rising both in the online shopping world and across social media. Nielsen has recently published a list of what it considers to be the top Power Mom bloggers.

by Helen Leggatt

More about: http://www.bizreport.com/2009/05/nielsen_mommy_bloggers_-_the_ones_to_watch.html

Virtual Communities

another week is over again, some more meetings being held and it was again some hero in those meetings „The Community“. It’s everywhere and especially the advertiser in those days now tries to sell that „great“ and „innovative“ „interactive“ idea – The community must be interactive, web2.0 and digital. Why? Did those guys forgot what they did some years ago? Most of them are in the age where you think as some guy in his early 30s – „hey this CEO, CCD or whatever those guys titles are – must know that time, where they working on somthing strong, something lasting and something with content“. Where is it now? They talk about convergence in communication and ideas – they act like being lost in a world. It’s just how content flows, what has changed, not the content itself. It’s not the communication it’s the brand itself. Based on this fact rethink your digital strategy. Does you product has a community already? Is there a fair chance that you could help to form and unite a not yet known community – FORGET ABOUT BUILDING YOUR VIRTUAL COMMUNITY IF YOUR BRAND EVEN DOES NOT BRING PEOPLE TOGETHER.

Myth #1
A brand community is a marketing strategy.

The Reality
A brand community is a business strategy.

Harvard Business Manger 05.2009, p. 12 article by Cornelia Geissler

TRENDS AND MANAGEMENT

It’s not funny at all – but if you are reading the most DONT’S of management and business engineering it’s like a theatre copy of some wellknown play everybody has seen before. It’s not that we know that times like this, where you read everyday about new bad news that it can surprise you, that your company won’t be hit as well. As well as all the others. Of course there are enterprises which won’t survive at all and those times just speed up the darwinistic death BUT not all. Why don’t the leaders cope with the facts, especially because they never come without a sign and prepare fpr the upcoming hard times. Is already christmas – some are still wondering. Everything will run well, the crisis won’t hit me…FUCK IT…if a certain part of the environment get’s hurt you will feel it as well. If you can claim you business to be perfect running and everything is best performing – great job. If not get prepared – EARLY! If you didn’t prepare – make the best and I mean the BEST to get prepared and build a solid fundamental defense in your business, a defense that is flexible and strong for the demand of the market. Focus on your strength even more and leave the weaknesses. If you are lucky enough to still be able to react with a restructed business model, you are on the lucky side. Take this chance and lead with new ideas to a successful future. For your company, the staff and yourself.

VISIT INDIA

India really fascinated me. The contrast, the poverty, the culture, the colors but ahead of everything the people making every minute an adventure. You are flying away from daily routine in nothing and you fly back into normality way too fast. Especially if it’S january in germany and -10 degree celsius, grey sky…bring us back!

I hated the noise, the chaos, its hectic! Everything was slow and nothing moved, worked, was defined or fixed! Now again everything is ordered, prepared on time, everything works, goes, drives, runs – i miss India.

DO IT!

It’s not a claim it’s a real philosophy.

Do Stuff – Do it!

In those days of economic turmoils you really see great management in action. There can be chances even in those dark days. See the M&A activities by some of the biggest investment entities.

But in most cases you see in the eyes of some managers and you see the pure desillusion and inability to manage!

If you see this don’t stop beliving in your vision. Donnot stop because the others are afraid of doing the wrong and end up doing nothing!

DO STUFF – There is no better time!

IAA | the new car-story

The IAA is more than just a car-show…i love out of more reasons than just seing the new cars that will hit the road within the next months an the one which will never make it out on the road. Those concept ideas are way more innovative to get made for use soon, what a pitty.

IAA | Ferrari F340

But also you need to take a look at the icons of car manufacturing. Porsche, Ferrari, Aston Martin, Rolls-Royce.

The mini concept | Minivan

Mini Concept

Concept Minivan

Concept Minivan