-CONTENT AND ENGAGEMENTREDEFINING STRATEGY IN THE POST-DIGITAL ERA-20.oct.2011

-@DUDEX-

20.oct.2011

-@DUDEX-

20.oct.2011

-@COLMEIA-

20.oct.2011

-"THE ONLY WAY I CAN REDUCE RISK IS BY COMPRESSING TIME" -

NANDAN NILEKANI FOUNDER OF INFOSYS ON THE IMPORTANCE OF MOVING FAST.

-ADVERTISING IS BECOMING CONTENTMARKETING IS BECOMING CURATIONMOBILE IS BECOMING EMPOWERMENTBRANDS ARE BECOMING PUBLISHERSA CRUEL SCENARIO FOR THOSE WHO AREN’T WILLING TO CHANGE

-

2We are being

disrupted every day.

THE AWAKENING.

1It’s just not evenly

distributed yet.

THE FUTURE IS HERE.

3

THE DISRUPTION.

Strategy as Execution.

1-THE FUTURE IS HERE.(IT’S JUST NOT EVENLY DISTRIBUTED YET ).-

TECHNOLOGY = CHANGE

-REFRIGERATORS VS ICE FARMS-

-CARS VS FASTER HORSES-

the Internet has left the computer

... to be pervasive and abundant

iPod - 2001iPhone - 2007iPad - 2010

Launched in 2008, owns 46% of the smartphone market today.

Facebook will become a mobile company in 2013

Erick Tseng, Facebook Mobile Chief

2001Nokia, Motorola, Samsung, LG, Sony Ericsson, Panasonic, Philips, Siemens, BenQ, Kyocera, NEC,

2011Apple, Google, Facebook, Microsoft

+ Blackberry, Nokia, Motorola, LG, Samsung, Sony Ericsson...

The value of a network equals the sum of its users,

squared.

Metcalfe’s Law

January

June

September

2011

KINDLE FIRE

10% of Amazons’

turnover in 2012

ON/OFF: NO DIFFERENCEBUSINESS AS USUAL.

2We are being

disrupted right now.

THE AWAKENING.

1It’s just not evenly

distributed yet.

THE FUTURE IS HERE.

3

THE DISRUPTION.

Strategy as Execution.

2-FROM CREATIVE EXCELLENCE TOCONTENT AND SERVICES EXCELLENCE-

2-BECAUSE REINVENTING THE ROLE OF CREATIVE IS NOT ENOUGH-

-NEED A CASE STUDY?-

-THE CAMPAIGN VS PLATFORM PARADIGM.-

-CREATIVE WORK IS EFFECTIVE WORK.-

Relevance is king.

-THE ULTIMATE MANTRA:DOES THE INTERNET CARE?-

-BECAUSE THERE IS POTENTIAL DISRUPTION FROM CREATIVE DISTRIBUTION-

-BECAUSE THERE IS POTENTIAL DISRUPTION FROM TECHNOLOGY DISTRIBUTION-

-AS AGENCIES, WHAT IS OUR ROLE IN ALL THIS?-

-CATALYSTS FOR PLAY. IDEAS INCUBATORS.

THINK LIKE A STARTUP.FEEL LIKE A NGO.ACT LIKE A VENTURE CAPITALIST. EMBRACE THE NEW ENTRANTS, “COOPETE”, COLLABORATE.ADOPT THE BETA.

CO-CREATE IDEAS WHERE MESSAGE AND TECHNOLOGY CANNOT BE SEPARATED.-

"If someone is going to disrupt you...

You should disrupt yourself first."

in NY

2-BECAUSE REINVENTING THE ROLE OF PLANNING IS NOT ENOUGH EITHER.-

Training, preparation, and...

strike?

a strike, nowadays, means to keep the ball in the game

scoring. Scoring.http://colmeia.tv/manifesto

At the heart of the lean process lies the idea of the minimum viable product: the most basic thing you can put out into the world to test a hypothesis or

assumption and get validated learning from the real world.

2-AGILE PLANNING?-

2-MINIMUM VIABLE PLANNING?-

2-SOLID COLABORATION WITH TECH COMPANIESBRAND COMMUNICATIONS R&DSTRATEGY AS EXECUTIONIDEAS ARE OVERRATED. DOING > SAYING.CONTENT AND CONVERSATION ARE THE KINGS-

1

-EXPERIMENTATION. MULTIDISCIPLINARITY.EFFECTIVENESS. OPENNESS.DISCOVERY. MONITORING.MEASURING. LEARNING.CLEAR KPIS. ROI PROOF.INCORPORATE SOFTWARE CULTURE.WORK LIKE A START-UP.BECOME YOUR CLIENT’S PARTNER.-

2Preparing for

disruption.

THE AWAKENING.

1It’s just not evenly

distributed yet.

THE FUTURE IS HERE.

3

THE DISRUPTION.

Strategy as Execution.

3-STRATEGY AS EXECUTION-

3-STRATEGY IS THE PROCESS OF MAKING ASSUMPTIONS.-

3-AS THE WORLD BECOMES MORE COMPLEX,YOUR CHANCES OF BEING WRONG INCREASES.-

3-PRODUCTS AND EXPERIENCES REVEAL NEW OPPORTUNITIES FOR USAGE AFTER THEY’RE BUILT.-

3

-WE NEED AN UPGRADE IN OUR CREATIVE DEPARTMENTS.

ONE THAT BRINGS FEEDBACK, INNOVATION AND ITERATION INTO THE GAME.

REMIX IS THE HIGHEST HOMAGE TO CREATIVE WORK.-

3-PROJECTS MUST CHANGE DURING ITS LIFE CYCLE. SPECIALLY DIGITAL PLATFORMS. MANAGE CHANGE TO IMPROVE THE PROJECT, RELENTLESSLY.-

3-STRATEGY, CREATIVE AND EXECUTION.THE QUEST FOR BALANCE-

3-IS IT POSSIBLE?-

-DOING > SAYING-

VSmessagesperceptionone-waypersuasion

actionsbehaviourparticipationinfluence

2-CONTENT MUST EVOLVE WITH ITERATION.AS MUCH AS SOFTWARE.MUST BE ADAPTED.FLEXIBILITY IN ORDER TO TAKE PART IN AND PROVOKE CONVERSATIONS.-

-CONTAGIOUS, NON CONTROLLABLE IDEASDISPOSITION FOR TESTING THEMITERATIVE EXECUTION-

-BUSINESS OBJECTIVESBRANDS AND PURPOSESPEOPLES INTERESTS-

-STORIES THAT PROVOKE CONVERSATIONS-

-CONVERSATIONS THAT PROVIDES BRANDS A SHARE OF POPULAR CULTURE-

-ACT AND REACT ON THESE CONVERSATIONS 24.7.365-