Die Digitalisierung hat uns verändert, doch unsere Strukturen sind noch die alten. Unternehmen müssen sich dem Wandel stetig anpassen. Was bedeutet das für die Arbeit von Agenturen? Wir zeigen auf warum Strategie eng mit Kreation verzahnt sein sollte.
1. Die Digitalisierung hat uns verändert, doch unsere
Strukturen sind noch die alten. Unternehmen müssen
sich dem Wandel stetig anpassen. Was bedeutet das für
die Arbeit von Agenturen? Wir zeigen auf warum
Strategie eng mit Kreation verzahnt sein sollte.
Eine Präsentation von The Main, eine Strategieberatung
für digitales Marketing.
CREATIVE STRATEGY
2. THE MAIN
HANNES LEY
Kaospilot
Seit zwei Tagen 40
Ex-Planner / Creative Strategist
Kommunikations- und Digitalstratege
Workshop Designer und Moderator
Change Maker
Unternehmensberater
Gesellschafter und GF Strategie bei The
Main
Speaker und Facilitator bei Hyper Island,
Good School, Kaospiloten
Freund des Hauses.
10... 9... 8... 7... 6... 5... 4... 3... 2... 1...
12. THE MAIN
NICHT MEHR DER STÄRKSTE GEWINNT, SONDERN DERJENIGE, DER SICH AM
SCHNELLSTEN AN DIE VERÄNDERUNGEN ANPASSEN KANN.
13. AWARENESS INVOLVEMENT
ACTIVE
CONSIDERATION
PURCHASE CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
Früher wurde das Budget in die Kampagne gesteckt.
Heute wird dasselbe Budget in alle Medien gesteckt, die Menschen zum Kauf verführen.
JA.... AUCH IHR SEID DAVON BETROFFEN.
Kreativagenturen
Interactive Agenturen
PR Agenturen
Social Media Agenturen
Media Agenturen
SEM Agenturen
SEO Agenturen
PR Agenturen
PR Agenturen
Social Media Agenturen
DM Agenturen
Inhouse Marketing
Digital Agenturen
eCommerce Agenturen
App Developer
Mobile Startups
18. DIGITAL BUSINESS. NIKE TREIBT DIE DIGITALISIERUNG AUF ALLEN EBENEN
DES UNTERNEHMENS VORAN.
19. NIKE DIGITAL SPORTS – 200 VORDENKER, DESIGNER, INGENIEURE UND
MARKETEERS ENTWICKELN GEMEINSAM DIGITALE SERVICES.
20. DAS OHR AUF DER STRASSE MIT SOCIAL MEDIA INHOUSE.
21. $800 Millionen
600
400
200
0
NEUE MEDIEN
DIRECT MARKETING,
INTERNET PAID SEARCH, SOCIAL MEDIA ...
KLASSISCHE MEDIEN TV, PRINT, RADIO ...
2000 2005 2010
2011
$113
2010
$771
15
10
5
0
$20 Milliarden
NIKE UMSATZ + GEWINN
2001 2005 ´11
UMSATZ:
$20.9
NETTOGEWINN:
$2.1
NIKE U.S. WERBESPENDINGS
WENIGER KLASSIK, MEHR DIGITAL UND NOCH MEHR UMSATZ.
22. NIKE IST EIN MEISTER DER FRÜHERKENNUNG.
QUANTIFIED SELF
WEARABLE DEVICES
2006 2010 2013
23. DAS FUELBAND IST TEIL EINER KONTINUIERLICHEN ENTWICKLUNG.
Magneto Sonnenbrille NIKE+ Website NIKE+ iPod Sport Kit
NIKE+ Sportband Fitbit Classic Jawbone UP
29. DAS ZIEL VON NIKE IST NICHT, MEHR UMSATZ MIT DEM FUELBAND ZU MACHEN,
SONDERN EINE NACHHALTIGE BEZIEHUNG ZU KUNDEN AUFZUBAUEN.
30. • XBOX GAME (2012)
• WORKOUT TRAINING
• ACTIVITY TRACKING
• NIKE+ INTEGRATION
• SENSOR & APP (2012)
• BASKETBALL TRAINING
• PERFORMANCE TRACKING
• NIKE+ INTEGRATION
• MOBILE APP (2012)
• WORKOUT TRAINING
• PERFORMANCE TRACKING
• NIKE+ INTEGRATION
UND DIE IDEE WÄCHST.
31. R/GA
Advertising:
Digital Services,
UI/UX Design &
Marketing
WHIPSAW & SYNAPSE
Technologie & Engineering:
Entwicklung einer Lithium
Batterie In Armbandform,
Implementierung
von 120 LEDs
UNI ARIZONA
Tracking-Technologie
„Oxygen Kinetics“
ASTRO
Design
Armband
NIKE
Idea, Coach,
Traffic Cop
...
UND WER HAT ES WIE GEMACHT?
33. MEINE ARBEIT HEISST JETZT NICHT MEHR PLANNING,
SONDERN STRATEGIE & BERATUNG.
UNTERNEHMENS-
STRATEGIE
TRENDS &
INSIGHTS
MARKT- UND
WETTBEWERBS-
ANALYSEN
BIG DATA
EVALUATION &
OPTIMIERUNG
MARKEN- UND
CONTENT-
STRATEGIE
MEDIA
STRATEGIE
CONSUMER
INSIGHTS
KOMMUNIKATIONS-
STRATEGIE
PRODUKT-
STRATEGIE &
SERVICE DESIGN
VERTRIEBS-
STRATEGIE
ORGANISATION &
PROZESSE
DIGITALSTRATEGIE
DIALOG & SOCIAL
MEDIA
PLANNING
34. DAS GEHT EINFACH GAR NICHT MEHR.
CREATIVE
DIRECTOR
HEAD OF
STRATEGY
http://www.zastavki.com/pictures/1920x1200/2009/Ships_Speedboat_016360_.jpg
By Shelly Palmer, Fox 5 NY On-air Tech Expert; Managing Director, Advanced Media Ventures Group
Bild: http://www.bz-berlin.de/multimedia/archive/00028/Guttenberg_28791a.jpg
Bei airbnb wird alle 5 Sekunden eine Unterkunft gebucht.
Airbnb hat massive Einschläge in der Hotellerie: In Deutschland verlieren jährlich Hotels ¼ aller Übernachtungen an Anbieter wie airbnb.
Quelle: http://www.wiwo.de/unternehmen/dienstleister/ungleicher-wettbewerb-wettbewerbsverzerrung-durch-grauzone/8055626-2.html
INFOS:
Nike Digital Strategy is based on three areas:
digital brand connections, to interacte with a consumer on a one-to-one basis
digital sports and services, to do things like the FuelBand (also advanced In-store services)
digital commerce, to provide greater access to the brand
INFOS:
In 2010, Nike created a digital division called Nike Digital Sport with now 200 employees
Nike Digital Sport is a cross-category division that enforce the Nike+ idea -- chip-enabled customer loyalty
The new unit provides skilled resources, budget, and coordination across the enterprise
Goals:
to think holistically about physical and online products and develop new digital capabilities and innovations
to investigate new digital technologies and practices to identify potential applications in products and customer engagement
to create a unified consumer experience through synchronized operations
to respond to - and even shape - rapidly-evolving consumer preferences
to go further on developing new devices and technologies that allow sports users to track their data: personal statistics in any sport activity in which they participate
This efforts are part of a global complete marketing approach that comprehends the power of tech, big data and social media marketing various 360 degrees channels
INFOS:
after a decade of growth, its sales have reached $21 billion, making it the world's largest sports company, a full 30% bigger than closest rival Adidas
2013: NIKE Brand Direct-to-Consumer (DTC) business – that’s the stores and websites we own and operate – increased 23 percent overall. Online sales alone grew 26 percent
the purchase of any Nike product needs to be the beginning of the relationship with the consumer
Nike's digital future is likely to involve more personalization, is how digital technology will enable even more potential for Nike and consumers
Nike will expand its footprint in the digital space, especially through partnerships, to attract startups to build on the Nike+ platform
It’s a functionally integrated company that has changed its entire architecture, building seamless, interconnected services and experiences, not just products, for consumers
social media marketing in-house to gain a deeper understanding on how its consumers interact with the brand on its owned social networks such as Nike Plus as well as on third party platforms.
“You know, wherever there is a good place to learn about the body, we're looking at it”
Nike is now looking for novel ways to create more motivational tools in its digital arsenal:
Body controlled music listening
Body performance feedback through audio
Heart rate feedback through audio or visual feedback
Nike Digital Strategy is based on three areas:
digital brand connections, to interacte with a consumer on a one-to-one basis
digital sports and services, to do things like the FuelBand (also advanced In-store services)
digital commerce, to provide greater access to the brand
more than 70 separate brand sites online combined into a single destination to shop and connect with the NIKE Brand
to streamline and accelerate the shopping experience
integrated social media platforms to connect consumers to NIKE athletes
INFOS:
classic advertising spendings on in the U.S. have been dropped continuously, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion in 2011
It spent 800 Mio $ on “nontraditional” advertising in 2010
no reliance on top-down campaigns celebrating a single hit. In their place is a whole new repertoire of interactive elements to communicate directly with its consumers (direct-to-consumers)
INFOS:
2006: Erste Nike+ Plattform, Schuhsensor mit iPod
INFOS:
“It doesn't become a sophisticated, beautiful product just because CEO Parker admired a leathery wristband”
1994 Magneto Sonnenbrille – tragbar durch magnetische Pads die an die Schläfen geklebt werden
2006 Experimente mit Social Networking und Online Communities
Erst Joga Plattform zur Fußball WM 2006, dann erstes NIKE+ Konzept mit Plattform für Läufer/Jogger und Devices (Sport Kit: Schuh, Sensor & iPod)
2006 Nike+ Sportkit: Nike engineers started noticing everyone on the Oregon campus using iPods, teams at Nike and Apple met to hash out a simple idea: synchronize jogging data with an iPod. Steve Jobs loved the idea
2008 Nike+ Sportband (Schuhsensor & Sportband statt iPod; Sportband Display zeigt Distanz, Zeit, Geschwindigkeit)
2008 Konkurrent Fitbit bringt als erster einen Acivity Tracker auf den Markt
2011 folgt Hersteller Jawbone. Beide bis heute Hauptkonkurrenten des Nike+ Fuelband
INFO:
“Fuelband is a dramatic new vision for how digital technology inspires and connects athletes everywhere. “
FuelBand, for example, which rolled out in January after an intense two years of development, is a accelerometer you wear on your wrist that tracks your activity and energy expenditures and translates them into "Nike Fuel." Users can sync the device to a computer or mobile phone, use software to create and manage exercise goals, and upload the data to the Nike+ website—enabling a seamless, dynamic, data-heavy, self-sustaining workout routine.
Activities are measured the same way for everyone, regardless of how many calories are burned
#Nike engineers used the data to develop the proprietary algorithms that track accelerometer data accompanying each uptake of oxygen. That forged a relationship between physical movements and oxygen data in which each activity has a recognized accelerometry pattern.
The band itself is made of a thermoplastic rubber called TPE and polypropelene, a plastic often used in dishwasher-safe food containers. There are 20 LED lights which turn from red to yellow and then green throughout the day — assuming you reach the NikeFuel goal set on your profile. (Nike has software for smartphones and desktop that the FuelBand can be registered with). In addition, another 100 white LED lights reveal time, Fuel points, calories and steps taken — you can cycle through each of these via the FuelBand’s single button.
Inside the band is a triaxial accelerometer. If this sounds foreign, don’t worry — your iPhone has one, too. Basically, it can sense the movement of a device and the tilt at which it is held
INFO:
Nike+ is an opportunity for the firm to improve its understanding of the consumer’s needs and tastes
learning things we’ve never known before:
In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances
The average duration of a run worldwide is 35 minutes
most popular Nike+ Powersong, which runners can set to give them extra motivation, is ‘Pump It’ by the Black Eyed Peas
in 2013 Nike+ community has over 18 Million members tracking their activities with fuelband, sportwatch or training app
INFOS:
deeply immersive and connected products like Nike Fuelband essentially become the company's de facto marketing
It creates a link so much stronger than anything you could ever say in a communication
INFOS:
Sales from digital products, such as the Nike FuelBand and digitally enabled shoes, remain a blip in Nike's overall revenue
footwear is still king in Nike's $25.3 billion empire. Apparel sales are a distant second
Equipment brings in significantly less revenue for Nike — just $608 million compared to $6.4 and $3.3 billion, respectively, for shoes and apparel in 2011
Nike saw an 18% rise in profits for the 2012 fiscal year after introduction of the Nike+ FuelBand
INFOS:
Fully integrated products
Nike's other Plus services, so far, are Nike+ Basketball, Nike+ Training and Nike+ Kinect Training.
Nike and R/GA are in an ongoing process building a whole ecosystem of gadgets and services built around measurable personal improvement through exercise
INFOS:
“What's more important--the people who cook up all the options or the people who curate and make the decisions?”
The exploration of fuelband concept led to 12 prototypes, reduced to 6 before Nike got its outside partners involved
When Nike first met with ASTRO Industrial Design in March 2010, the basic idea of the FuelBand--especially its all-important color scheme--was more or less realized
Design: NIKE had the concept of a tennis sweatband with an electronic watch
Nike also consulted engineering firms Whipsaw and Synapse, and longtime digital marketing agency R/GA
these team of partners created hundreds of prototypes
Nike's specific requests to partners included:
its red-to-green color scheme;
the idea of Fuel points,
a dead-simple interface without excessive metrics, learned from NIKEs experience with earlier digital products, for which 30% of users turned off calorie tracking
Nike's role was between a coach and a traffic cop
during that process, "Nike was the ultimate creative director”
Astro Studios, industrial design firm, developed the wristband
Whipsaw embedded 120 LED lights in the bracelet (to look like an old-time scoreboard)
Synapse developed a curved lithium battery
Arizona State University developed the “oxigen kinetics” (correlate certain motions with oxygen demand)
Glen Gaesser, an exercise and wellness professor at Arizona State University
A study at Arizona State University monitored participants’ oxygen consumption on several sporting activities in order to correlate certain motions with oxygen demand
R/GA – longterm digtal marketing agency of NIKE s
R/GA was tasked with the interactive experience and toyed with making Fuel points spendable
A collaboration between R/GA and Nike+ used product innovation as a framework for advertising
there has never been a way to measure activity, and Nike wanted to change that
RG/A designed the entire user experience for this device that tracks daily activity using a universal metric Fuel
Data visualizations show where users were most active daily, weekly, monthly and beyond
utilizing Bluetooth technology to sync the Fuel wirelessly to the user's platform of choice