balls, brands, stories - how to win in digital ecosystems
Post on 19-Oct-2014
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Consumers have moved from "the web" to spend their time with digital ecosystems. These ecosystems are generating immense amounts of data that are fertile ground for branded storytelling and consumer engagement. What does it take, and what are the key elements to win in digital ecosystems? How do brands and agencies have to adapt stem branded innovation? We will address these and other questions, showing how creativity and balls (not science) are key to win in digital ecosystems.TRANSCRIPT
BALLS. BRANDS. STORIES.
Winning in the Hyper Digital AgeDigital Strategy Innovation SummitNew York, 21 March 2013
Nuno Santos - BrandEmotivity
Where are the balls going?1
3
Storage CapacityProcessing PowerData CommunicationsSensorsEnergy Consumption
$
4
Clouds of data and information
5
The internet of many things
6
By 2020, connected devices will reach 50 billion, outnumbering people by six to one
6 to 1 by 2020
The internet of many things
7
data
data everywhere
4 mm wide1 mm thick
AccelerometerGyroscopeCompass
2,000 measurements per second - Low Energy8
data everywhere
9
data everywhere
10
Data
Information
Insights
Context
Forget insights - Welcome to Context
11
The “invisible” computer
12
Cloudsof Connected Devices
Cimple to interact, generating Data
allowing for Context
13
At BrandEmotivity we call it
The HyperDigital age
Brands have never been more important2
c
Connected Equipment with sensors generating data
Algorithms, Data processing
and Analysis
Mobile as the hub of interaction and communication
Sensors Data
Communications
15
Sensors generating and communicating data
c16
c17
c18
c19
c
Congratulations, Your 3rd drive today reached a maximum speed of 150 km/h, with a club face angle of 14 degrees....
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c21
... boring...
c
BRANDSStorytelling brings
meaning to Technology
22
Lets add Brands
c23
Is there a Tiger in you?
c24
c
Congratulations, Your 3rd drive today was faster than Tiger Woods’ drive on the 13th hole of the final round of Augusta in 2011.
25
c
BRANDSStorytelling brings
meaning to Technology
Connected Devices with sensors generating data
Contextual data combined with
algorithms
Mobile as the hub of interaction and communication
Sensors Data
Communications
26
Data powered Branded Storytelling
27
The HyperDigital age is all about
Data Powered Storytelling
Winning in the HyperDigital Age3
29
Action #1Accept it. You have nowhere to hyde.
30
Apple Google Amazon Nike Starbucks
Microsoft Yahoo Barnes& Noble Adidas
Nokia Microsoft Borders Asics Local
Tesco
Waitrose
Asda
Costa
Action #2Define a new play-field.
They have already eaten your breakfast.
31
Action #3Innovate. Innovate. Innovate.
Start from the Brand, not the Product.
Stories
Devices
Data
BrandedInnovation
© BrandEmotivity
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Action #4Break the walls. End the fiefdoms. Converge.
Your competitors will.
R&D Marketing Technology
Responsible for product innovation
Responsible for CreatingStories around Products
Responsible for DataSystems and CRM Systems
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Action #5Boardrooms are full of good excuses.You can only Win if you have the Guts.
