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

MOBILE ADVERTISING

Everybody has a Smartphone in those days. Google Maps and pedestrian navigation has become daily business for all of us. Some already use location based services to tell their friends where they are and recommend places for others. I also like collecting badges on Foursquare and hope that i will be able to save some of thos achievements in the upcoming-next-application.

Mobile Advertising will rise within the next years. Some interesting figures for the expected growth in that market.http://adage.com/digital/article?article_id=146553 http://fb.me/KfNbA6Vh

What i am curious about to know, is how this will change the business within the media-business and who will provide the first solution to connect audiences through devices to solutions and relevance.

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

iPAD for new media

Real innovations are in no way a copy or me-too. If a device is a real innovation it will force its environment to change, to adapt that new thing and bring up new ways of usage and benefit nobody thought about at the first moment.

Therefore the question will be – is the iPad innovative enought to bring up more than displaying the same websites on a slick and new screendevice?

Right questions, wrong people, and vice versa – USABILITY 1.0

I really love this one this morning. Working in an industry which is subject driven i think this really outlines the problem of decsission making within a howsoever creative process. It’s not about right or wrong. It’s about consequency – leadership – trial and error & 100% transperancy towards the client.

http://www.alistapart.com/articles/the-myth-of-usability-testing/

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.

CLASSIC VS. ONLINE (PART X)

Yes – i work in the agency business, in one of that global ones, big ones, creative ones and media neutral ones.
BUT
I donnot get the point. Last night i had the great chance to listen to some nice ideas by digital pioneers. It started with the typical introduction of some successful founders, owners or managers in the field of digital marketing. Introducing to the topic of mobile marketing in the way the digital landscape changed from their first MAC and bulky mobile phones to the iPhone now! YEAHHHHH the world is great with that piece of ICs, processors and display.
Comming from 10000000 downloads of Apps from the store to some 10000000000000*3600*2+1 calculations that would have led me to a straigh „YOU FAILED“ in my math class back in highschool. Everything has changed, everything will be different and WE can now participate in just producing those thingies and make BIG $$$$.

THANKS TO DEAN DONALDSON (Experience Strategist at Eyeblaster) the keynote lead to the reality again pushed by the future potencial in this channel.
Ckeck out his Blog: www.deandonaldson.com/

Even the iPhone is a „killer“device the reach of this device is still homoeopathic. Also competitor will follow in this field of smart-deivce and even pushing forward in even more directions as the backed services in this field vary a lot from Apple to Google to SonyEricson.

The point that came out quite clear again was, that the professionals in the audience mainly discussed around that new ways of communication, new ways of formats, new advertising. They talked about the shift in spendings and consuming media and content. But i think they all missed that important centerpiece of this future. This devices will not fully substitute existing environments of consuming media and content like the TV settings at everybodies home or the outdoor placement in our cities, on vehicles etc. But they definitely will stretch our media-break-bottle-kneck and connect advertisign straigh to the products and service or deliver complete new services nobody imagines today. We will not talk about a near future without paper and outdoor posts, but a more digital infrastructure in this existing environments that make connections from masses to individuals seamless. We will still need the impact of mass media but connecting it in the right form with the right content (ie. by connected digital billboards) for the interested user (connecting via RFID handshake and 3G connection). This will make that big shift. Not just talking about bollocks and making the most boring look intersting but proofing the smartness of the advertised product right away.

THESIS #1: THE DIGITAL DEVELOPMENT WILL TOUCH ALL FORMS OF MEDIA IN THE FUTURE
THESIS #2: CONTENT COSUMING WILL INCREASE IN TERMS OF QUANTITY AND AVAILABLITY
THESIS #3: THE ROLL OF CLASSIC MEDIA WILL CHANGE
THESIS #4: MOST CLASSIC MEDIA ENVIRONMENTS WILL STAY
THESIS #5: SEAMLESS TRANSACTION FROM ADVERTISING TO PRODUCT, FROM MASS- TO DIRECT-CONTACT
THESIS #6: WE ALL WILL BE WRONG, AND EVERYTHING TURNS OUT TO BE DIFFERENT THAN WE THINK TODAY

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!

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

REAL CONVERGENCE – LEGAL REALITY

I know, in the past everything was better and easier. But in some ways this really i correct.
Web2.0 is in everybodies marketers mouth and even i though that this trand is already on it’s way out of some BUZZ it really took off after 2006.
But where are we today.
It’s great talking about virals, seeding strategies and UGC but most people donnot know anything about the consequences.

#01 Virals are no cheap at all – If the impact of communication is defined somehow like: (idea*media-reach)*affinity(audience) it’s quite obvious where the bottle kneck really is. If you donnot like to spend in big media the idea needs to backup all media in terms of creativity.

#02 There are no boundaries in viral ideas – uhhh donnot even think you are making an easy deccission and a chilling 9to5week just running some virals and UGC with your agency. You need to check-check-check and control. Check1-is the content being uploaded political correct anf following the legal terms? Check2-is there content that could inflict someone’s legal rights in terms of ownership? Check3-is your seeding really working and are you using the right processes for establishing word-of-mouth? Check4-how i the managed seeding working?

#03 Be open in how you brand will be interpreted by your audience.

#04 Check Control Rework – Find good explanations for your Boss.

CONVENTION AND THE WISDOM OF THE LEMMINGS

It really sounds strange but as we all asked ourselves how can it happen that all are doing the same SH*$$T? How comes that the stock market crashes just by a sudden, a traffic jam just occurs on quiet emty motorways, on a two lane traffic lane only one lane is stucked with cars and the other is emty.

It’s always the same, people need some sort of guidance in the first place. We follow the convention because if there are more thinking the same it makes sense on the short term to follow those. Whistle blowing is some fact that definiteley works for mass-activatio. The critical point is always the critical mass. We donnot trust one unknown entity but in most cases we trust a bunch of individuals seeming trustful and real.

CROWDSOURCING

LISTEN TO THE CROWDS

LISTENING

It’s allways fascinating how humans build up their oppinion on the very few individuals within their direct relationships to develop a so called objective oppinion to help yourself in decissionmaking. As we often do in our individual surrounding enterprises behave the same. For each field there’s a specialist telling them what to do or donnot do. Out of these very focussed evaluations of the specialists the enterprise i figuring out a strategic holisitc deccission. DEEEEEEEEEEEEEEEAD. Most of the time the tasks are not wrapped up in a complete documentation of the enterprises strategic objectives or issues. Most of the tasks are already analysed by specialists within the cooperation and evaluated through another specialist on the external site. A lot of time has already been spent and the longer the different groups are discussing the more time, money and expectations loading up the project.

THE DIALOGUE

Bringing them all TOGETHER
Prepare and rollout THE STARTEGY and business goals
DO real brainstorming and collect the expectations and IDEAS
Summarize the results and let the individuals/CROWD vote and discuss
LISTEN and collect the feedback
SCORE the ideas and feedback
BRAINWORK again and finalize

BE SUCCESSFUL INNOVATIVE

COMMERCIALIZED – WEB2.0 or PRIVACY

NETVIBES and other featured platforms in these days really give you the chance to make yourself the webpilot. Forget about the market fights around the portalpages of the user like all the Yahoos and TOnlines fight.

It’s about you again. And you choose.

The main trigger of this is the measurement of your own relevancy. So why should everybody tell you, what is important or at least of any interest for you. Nobody can without you. So make yourself the webauthor of your content. It’s great how content sydication leads to a first personalized approach that is really personal.

YOU switch on…

YOU decide which content is relevant

YOU collect your content

YOU share your media with other or the whole world

YOU decide to…

…You switch off

WEB 1,2 and now?

Working in the agencies‘ world doesn’t mean you are uptodate in marketing and the latest technology, as i find out more and more. Of course nobody is perfect and you just know what your sources tell you. I mean knowing more in an global view. As a marketer not knowing about banner and browser? come on…it isn’t that hard and even more important, even as a classic marketer it’s is not that far away from marketing…oh sorry…let me tell you that: if you donnot know about this elements yet you won’t be able to manage anything in your business in the very very close future, because you will be gone. That’s reality, that is ife. Be quick or be dead…like iron maiden said.

You really need to talk to your audience and then the audience talks to you. That also is the same in real life. Oh i forgot to tell all you internetistechnologyandnotunderstandable-thinkers…it’s allways easier to understand digital communication as real-life communication. It’s nothing really new, the only thing that’s new is that you are not limited. Everything is possible and therefore it is more creative than anything you have seen before. Take a minute or better a day and take a look in what digital can do for you and what it already does for your customers or your competitor.

Start talk to your audience, to your clients again!