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

What’s now AGENCIES?

After being out of that Classic agency i really have only very little interest of what’s going on inside those „Classic Creative Fortresses“.

Digital Business is becoming even more interesting and i think the future will show if the old players understand their role in the changed media environment and does this environment even need those partners anymore?

Facebook Marketing Goes to the Super Bowl
http://bit.ly/cT7ZJR

Facebook setzt weltweiten Siegeszug fort
http://bit.ly/cQmztr

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/

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.

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!

CREATIVES VS. ACCOUNT

Working in agencies for now more than 10 years let’s you hear some real bullshit. By all parts.

The accounts donnot understand what the idea is about and what technology is needed to bring that idea to life!

Creatives have a great idea but donnot accept any changes need to make a static idea to an interactive tool.

Here i found some good hints, not new but interesting to remind oneself, that helps each part of the game to gain competency:

http://www.imediaconnection.com/content/23628.asp

Read and Listen.

WHAT’s NEXT?

Economy is going down in all differemt areas.As written some weeks ago it’s the time where good models will be proven and bad ones fail.

Slimming down companies is the first think a lot of fat managers are doing. But what’s then? Most of those entities where build and grew because of big margin business. The time is over.

It’s not only about slimming your staff because this is the brain and clockwork of your company. In most cases MDs are just some Senior inventory you put out to client’s to maximize the margin.

Most of them donnnot even add any $$ in the cash. This is where to start, i think. Who is really running profit – for the client and for the company itself. You cannot afford any efforts that are not

focussed on the quality of the product to be deliverd. Check this – I think the solution will be SLIMMANAGEMENT.

It’s like some hundred years ago. Who needs any kings that even fail to protect the folk – NOBODY – turn it around, SHIFT business, SHIFT Minds and be CREATIVE again. Whenever, whereever, for whatsoever!

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.

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!

YES OR NO

what else is a decission? Imagine yourself coming to a crossing…are you going left or right? what is that simple in real life is the basic of business life. Make clear expressions and build up logical scenarios for your clients and collegues.