CP Design - Devices & Marke
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Out of Control?Markenführung im Internet Prof. Tim Bruysten richtwert GmbH | Mediadesign Hochschule
Foto: Achim Lammerts
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Das ist alles erst der Anfang** do not play dominated strategies
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Gewohnte Welt
1 2Die tiefste Höhle
3Rückkehr mit dem Elixier
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Vorgeschichte
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„640kb should be enough for anybody…“
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„640kb should be enough for anybody…“
Bill Gates, 1981
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Über 50%: im Bett Über 40%: im Bad Über 30%: beim Essen
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Loading Digitalization…
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Gewohnte Welt
1
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Netz
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Netz
SmartPhonesTablets
iPodsPC
Laptop
ServerDataCenter
TVKonsolen
Kühlschränke
Mini-Tables
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Arbeitsgruppe F
Team 15Office BerlinKundeDienstleister
Algorithmus Netz
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Interne Gruppen
KundeArbeitKundeDienstleister
Algorithmus
BekannterKollege
Familie & Freunde
Digitaler Verlag
Syndication
Search…
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McKinsey UseCase
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Szenarien
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Trend of Convenience
Smart TV Smart WatchesTablets
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Szenario: All Situations Digital
There’s an App for that Jedes „Ding“ wird zu einem „Device“. Inkl. App-Store.
Context Awareness Jede Situation wird erkannt und antizipiert
Öffentlichkeit & Privatsphäre Verändern sich dramatisch
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http://www.cs.rochester.edu/hci/pubs/pdfs/FoodMood.pdf
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Augmented Reality Augmented Environments Augmented Platforms
Trend of Augmentation
Augmented Bodies
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Szenario: The World is not enough
Neue Kooperationen Games + Tourismus + AppDev
Neue Spieler und neue Spielfelder z.B. im Geldmarkt Bezahlen an der Tankstelle mit iTunes?
Silent Information Wearables geben unsichtbares Feedback
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Digitale Kommunikation | Prof. Bruysten
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Trend of Gamification
Gamified Sports Gamified Learning
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Szenario: All Situations Fun
Why not?
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Trend of Platformication
Wallet Garden Platforms Open Web Platforms Everything as a Platform
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Szenario: Finite and Infinite Games
Plattform War Wer wird die Standards setzen (für Werte-Tausch)?
Blue Ocean! Keine Idee ist zu abwegig…
Mode-Währungen „Wie, kein GTA5 - Dollar… tja“
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http://www-05.ibm.com/de/pov/watson/index.html http://www.youtube.com/watch?v=Qv5JVRfYGnU
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Brain Reading
Trend of Singularity
Brain Writing Artificial Intelligence
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Szenario: Ästhetische Welt
Das Gehirn als Passwort Computer to Brain Interfaces
Artificial Enterprises Software as an Enterprise
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Exkurs
!
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Big DataSocial Media
Social Enterprises
IP
Internet of Things
3D-Druck
RFID
Augmented RealityBlue Tooth Beacon
Brain ReadingBrain 2 Brain Comm.
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill Decision
Loading Digitalization…
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill Decision
Loading Digitalization…
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill Decision
Loading Digitalization…
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill Decision
Loading Digitalization…
Gegenw
art
Zukunft
Scie
nce
Fic
tion
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill DecisionSiggi Becker, 2013 www.siggibecker.de
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill DecisionSiggi Becker, 2013 www.siggibecker.de
http://www.mpg.de/5917127/ferenc_krausz
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Campfire Society
Nano AssemblerBio Assembler
Big Data Predictive Analytics
Industrial Robots Household Robots
Military Robots
Drones
Social Media
Social Enterprises Digital Enterprises
Digital Society Aesthetic Society
Algorithmic Intelligence Artificial Intelligence General Artificial Intelligence
Humanoid Robots Better than Human Robots
Pre-Crime
Mind Uploads
Utility Dust
Mind ReadingC2B Interfaces Mind Security
Software Healthcare
IP Internet of Things
Artificial Enterprises Living Enterprises
Kardashev X Society
3D-Druck
Terminator
Self Driving Cars Self Flying Planes
Kardashev 1 SocietyDyson Spären
RFID
Augmented Reality Virtual Reality Mind Writing
Gen Food Printed FoodArtificial Life Artificial Animals Hybrid Animals
Love & Sex with Robots
Kill DecisionSiggi Becker, 2013 www.siggibecker.de
http://www.mpg.de/5917127/ferenc_krausz
… all (diese) Technologien dienen dem Schließen einer Lücke…
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Institutions will try to preserve the problem to which they are the solution.Clay Shirky
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Das ist alles erst der Anfang.
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Ruf des Abenteuers
2
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Vertrauen Sie Ihrer Bank?81,52% sagen NEIN
Quelle: Statista, LINK Institut für Markt- und Sozialforschung, 2014 Quelle: Forester Research
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80% der Menschen vertrauen Empfehlungen von Freunden* (nur 14% vertrauen der Werbung) *Quelle: PwC
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Marke Wer bist denn Du?
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Person 1 Person 2
männlich männlich
Engländer Engländer
geboren 1948 geboren 1948
zum 2. Mal verheiratet zum 2. Mal verheiratet
2 Kinder 2 Kinder
Wohlhabend Wohlhabend
Im Winter oft in den Alpen Im Winter oft in den Alpen
Mag Hunde Mag Hunde
Prominent Prominent
Klassische Marktforschung…
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Prof. Bruysten
ATTENTION INTEREST DESIRE ACTION?Kritik: Das Leben ist keine reibungslose Sammlung von Erfolgen
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Prof. Bruysten
Vielmehr gibt es Höhen und Tiefen, Weigerung und Beschleunigung
Customer JourneyAIDA
1. Akt 2. Akt 3. Akt
Mentor
Schwellenhüter
Verbündete
Feinde
Elixier
Rückkehr
Neue WeltAlte Welt
Prüfung
Verführung Bestätigung & Support Befriedigung
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Prof. Bruysten
Der Held
Sympathie für seine Schwächen Bewunderung für seine Stärken
Der Kunde
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4 Marken-Dimensionen
Archetyp (Wer) – den emotionalen Bezug zur Marke Typ (Wie) – die Funktion der Marke Verständnis (Was) – die Klarheit der Marke Zweck (Wozu) – die gemeinsamen Ziele
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Dienstleister Verkäufer Verführer Beherrscher
MARKENTYP
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Sehr schnelle Reaktion auf Kommentare Proaktives Anbieten von Bewertungen Downloads, FAQ, Hotline Marken-Tugenden stehen im Vordergrund Preis ist relevant
MARKENTYP
Dienstleister Verkäufer Verführer Beherrscher
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Hinweise auf konkrete Produkte / Dienstleistungen Darstellung von Referenzen und Projekten Datenblätter / Wissensdatenbank Dienstleistungs-Methoden stehen im Vordergrund Preis ist wichtiges Argument
MARKENTYP
Dienstleister Verkäufer Verführer Beherrscher
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CP-Schwerpunkt Geschichten erzählen Sehr emotionale Darsstellung Menschen auf Bildern Kunden-Ziele stehen im Vordergrund Preis ist nebensächlich
MARKENTYP
Dienstleister Verkäufer Verführer Beherrscher
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Das Image steht im Vordergrund Zurückhaltende Informationspolitik Leistung gegen Gegenleistung Perfekte Präsentation Nicht erklärend, sondern voraussetzend Preis wird nicht genannt
Dienstleister Verkäufer Verführer Beherrscher
MARKENTYP
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MARKENARCHETYP
Philosoph Held Narr Krieger Heiliger Herrscher Mutter Magier Künstler
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MARKENVERSTÄNDNIS
Chaotisch Verständlich Vorhersagbar Integriert
Die Handlungen des Gegenübers wirken:
Gemeinsame Geschichte Kollektives Gedächtnis
Abnahme der KontingenzZunahme der Kontingenz
Disruption & Change
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MARKENZWECK
Meine Marke existiert, weil…
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Redaktionelle Arbeit Ohne Fleiß, kein Preis
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Ziele !- Klarheit erlangen über die Unternehmensziele - Welche der Ziele lassen sich mit „Mobile-Social-Realtime“ unterstützen? - Wie?
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Unternehmensziele
Marke
Image
Bekanntheit
Support
Innovationen
Marktforschung
Neukunden
Kundenbindung
Recruiting
Employer Branding
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Unternehmensziele Markenziele
MarkeEinheitliches
Markenverständnis bei Bezugsgruppen
(Image)
Bekanntheit
Support
Innovationen
Marktforschung
Neukunden
Kundenbindung
Recruiting
Employer Branding
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Unternehmensziele Markenziele Messung
MarkeEinheitliches
Markenverständnis bei Bezugsgruppen
Bereich: Markentyp Methode: Umfrage Wert: Kohärenz
(Image)
Bekanntheit
Support
Innovationen
Marktforschung
Neukunden
Kundenbindung
Recruiting
Employer Branding
0,00
0,67
1,33
2,00
2,67
3,33
4,00
Philosopher Hero Creator Lover Jester Explorer Warrior Saint Souvereign Mother Magician Artist
Philosoph Held Narr Krieger Heiliger Herrscher Mutter Magier Künstler
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Redaktion
Interessantes Zeitnahes Proaktives Unterhaltsames
fachliche Themen
Aktuelle Ereignisse
Hinweis auf Termine Interviews
Blick hinter die Kulissen
Dringende Meldungen
Hinweis auf Angebote
„Private Informationen“
Stil & Tonalität: !Abgestimmt mit der Markenidentität sollten Stil und Tonalität im Social Web informell & engagiert sein.
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Das zu Vermeidende !Inhaltsschleudern Linkschleudern Keywordschleudern !
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Das Wichtige !“Social” in Social Media Water Cooler-Chat Privates Belangloses
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Stil und Tonalität !!!!“If you write for the Social Web, don’t be fooled into thinking you’re writing for the masses. In the context of the New Economy, especially, you’re always writing for a readership of one.”
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Stil und Tonalität !!!!“If you write for the Social Web, don’t be fooled into thinking you’re writing for the masses. In the context of the New Economy, especially, you’re always writing for a readership of one.”
Themen Center
G+
Youtube
LinkedinWebsites
Branchen Websites
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Marken Redaktion !Was Schreiben im (Social) Web nicht ist: !Journalistisches Schreiben Kreatives Schreiben Akademisches Schreiben Werbliches Schreiben !!
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Marken Redaktion !Was Schreiben im (Social) Web ist: !Konversation !!
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Exkurs: Konversation
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk”
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk”
Wert ErreichtNutzung Hashtags ja
Nutzung URL-Shortener ja
Nutzung Abkürzungen ja
Twitter ist keine Linkschleuder teilweise
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
Wert Erreicht
Feedback: Bewertung ja
Feedback: Response Time ja
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM
Lieberman.”
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM
Lieberman.”
Wert ErreichtResponse Tonality ja
Response Authenticity ja
Response Timing ja
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM
Lieberman.”
katrinayellow: “@israelconsulate yeah I thought I woke up in an
alternate reality. now THAT would be interesting :)”
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israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for
mutual #peace. http://bit.ly/JFbIk” katrinayellow:
“@israelconsulate PM Lieberman? not FM?”
israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM
Lieberman.”
katrinayellow: “@israelconsulate yeah I thought I woke up in an
alternate reality. now THAT would be interesting :)”
israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would be way too
complicated”
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Marken Redaktion !Was Schreiben im (Social) Web ist: !Konversation !!
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Marken Redaktion !Was Schreiben im (Social) Web aber auch ist: !Journalistisches Schreiben Kreatives Schreiben Akademisches Schreiben Werbliches Schreiben !!
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Marken Redaktion !Was Schreiben im (Social) Web darüber hinaus !Proaktive Konversation
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Wert Erreicht
Check-in Monitoring ja
Response Prozess ja
Marken Redaktion !Was Schreiben im (Social) Web darüber hinaus !Proaktive Konversation
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Exkurs: Don‘t fool around… Das Gegenüber ernst nehmen!
http://www.derwesten.de/sport/fussball/1_bundesliga/bayern-muenchen-nutzt-social-media-fuer-peinlichen-pr-gag-id6285514.html
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Media Guidelines Best Practise !The good, the bad, but not the ugly !“Balanced online dialogue. Whether content is pre-moderated or community moderated, follow these three principles: the Good, the Bad, but not the Ugly. If the content is positive or negative and in context to the conversation, then we approve the content, regardless of whether it’s favorable or unfavorable to Intel. But if the content is ugly, offensive, denigrating, and completely out of context, then we reject the content.”
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Twitter Facebook Flickr Youtube Kununu Slideshare XING Linkedin G+ Pinterest
CP
Branding
Employer Branding
Recruiting
Alumni
Monitoring
Social Media Matrix
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Mobile Redaktion Immer dabei
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Begriffe !Push Notifications Kontext-Abhängigkeit Lesemodi Situationsbezogen
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Begriffe: Push Notifications !Gibt es wichtige News… …direkt an den User senden.
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Begriffe: Kontext Abhängigkeit !Was ist in der Umgebung? Welcher Termin ist als nächstes im Kalender?
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Begriffe: Lesemodi !Tag / Nacht Leise / Laut Privat / Öffentlicht …
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Begriffe: Situationsbezogen (1) !Länge Pendeln in der Bahn - 2 - 10 Minuten Warten am Flughafen: 5 - 15 Minuten In Flight/Train: 30 Minuten bis 2 Stunden …
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Begriffe: Situationsbezogen (2) !Format Boardmeeting: Powerpoint / Keynote Messe: Video / PDF Meeting beim Lunch: iPad / QR-Code !
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Neue, digitale Produkte Allen Anbietern, Konzeptern, Werbern und Planern von POS/POI bietet dies die Chance, weitere Produkte zu kreieren: !• Claiming des POS/POI auch in digitalen Netzwerken • Nutzung der Netzwerke der Besucher eines Ortes • Monitoring der Nutzerreaktionen in diesen Netzwerken !
• Aktive Gestaltung und Angebot von Informationen (Text, Bild, Videos, Links, …) für Besucher eines Ortes • Werbung für diesen Ort in diesen Netzerken !
• Verbesserung der SEO durch Integration der Location-Based-Services in die Kommunikationsstrategie !
• Definition von KPIs für Kommunikationen in diesen Netzwerken !
• Integration von Nutzern in Kreationsprozesse (Social Innovation)
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# HashTag Immer dabei
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Screenshot von twitter.com, 07.12.2013 10:50Screenshot von twitter.com
07.12.2013 10:50
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HASHTAG Marketing !Kampagnen lassen sich medienübergreifend verbinden !Kurz und bündig! - ist ein Hashtag belegt? (manchmal egal) - lesbar für die Zielgruppe? (Sprache, CamelCase) - verständlich (was hat der Hashtag mit Marke & Thema zu tun) - ist er kommunikativ?
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HASHTAG Marketing !Kampagnen lassen sich medienübergreifend verbinden !Kommunizieren! - am POS (Schild aufhängen) - in der Anzeige - im TV Spot - Plakat - im Blog (Übersicht, verlinkt) !Auch möglich - Kombi mit QR-Code, Webcode, Beacon, …
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Red Bull Marken UseCase 1
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Daimler Marken UseCase 2
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Rückkehr mit dem Elixier
3
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WAS IST DAS GEGENTEIL VON SPIEL?
Foto: (c) Sabrina Nicke
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LETHARGIE
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LETHARGIE
Spiel1
Arb
eit?
CxP
?
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http://www.gallup.com/strategicconsulting/158162/gallup-engagement-index.aspx
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»What if we decided to use everything we know about game design to fix what‘s wrong with reality?«Jane McGonigal, reality is broken, 2011
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Im Spiel
Akzeptieren wir Regeln Sind wir Teamfähig Wachsen wir über uns hinaus
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http://enterprise-gamification.com/index.php/en/education-a-training/71-roadwarrior-how-sap-trains-its-sales-people-on-mobility
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http://enterprise-gamification.com/index.php/en/education-a-training/71-roadwarrior-how-sap-trains-its-sales-people-on-mobility
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Siehe auch: Wirtschaftswoche 7/2014 vom 10.02.2014, Seite 64ff
Abschlussrate ist zweistellig gestiegen
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watermarkconsult.net
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Prof. Bruysten
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17,393 IDEAS SUBMITTED.737,569 VOTES.96,155 COMMENTS. 501 IDEAS IMPLEMENTED.
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Potentialanalyse
Resilient Brand
Context Strategy
Digital Enterprise
Internal Empowerment Feedback LoopsExternal Empowerment
Artificial Enterprise
Antifragile Business
Multi-Network Organisation
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Gewohnte Welt
321Die tiefste Höhle Rückkehr mit dem Elixier
Recap
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Everything is Context Everything is a ShopEverything is a Device
Trend of Digitalization
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Automomy PurposeMastery
Innerhalb der Spielregeln, frei agieren.
Verstehbarkeit Beherrschbarkeit Selbstwirksamkeit
Wissen, wie der konkrete Teilschritt zum großen Ganzen beiträgt
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Das ist alles erst der Anfang** do not play dominated strategies
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Prof. Tim Bruysten [email protected] !www.bruysten.com xing.com/profile/Tim_Bruysten facebook.com/bruysten de.linkedin.com/in/bruysten twitter.com/timbruysten !
Downloads & Inspiration: richtwert.eu/cpd14/
Danke!richtwert GmbH www.richtwert.eu !Mediadesign Hochschule www.mediadesign.de