Help Sarah -Empowering people through the best possible care
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Transcript of Help Sarah -Empowering people through the best possible care
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HELP SARAH Empowering people through the best possible care
Copenhagen - 08/06/2015
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Per A. Knudsen Digital Strategist
DigitasLBi @peraknudsen
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Today
• Mega trends
• Companies and the digital approach
• Digital vs. real life
• Content requires insights
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MEGA TRENDS THAT SHOW
THE ROLE OF DIGITAL TODAY
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The digital evolution The internet is no longer people exclusive
Light bulb Phone Internet Social Web
Internet of Things Electricity
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Industries are being disrupted,
adopt change now
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93 years 610.000 rooms
88 countries
4 years 650.000 rooms 192 countries
Why buy, when you don’t need
it all the time
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1 + 1 = 11
Going from Mad Men
to Math Men
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The tech giants are fighting
Maps App stores
Mobile Search
Social
Augmented Intelligence
E-commerce
TV
Content
Hardware RFID
Games SaaS/ PaaS HEALTHCARE
& PHARMA
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Making the human body
searchable
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Wearables are becoming more
integrated in our surroundings
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Technology as an integrated
part of us
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Project soli is redefining
how we use everything
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DIGITAL CONTINUES TO EVOLVE
HOW COMPANIES COMMUNICATE AND
GO TO MARKET
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10 years ago
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Today
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DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand & Products
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Relevance can be enhanced through a simplified approach,
to yield results $
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Sales channels – which to choose
E-commerce
Pharmacies
Retail
Call centers
Franchisees
Affiliates
Partners
CLASSIC CHANNELS
DIGITAL CHANNELS
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Maybe you need to simplify the
approach, to solve the actual problem
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PILL PACK
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PEOPLE EMBRACE
DIGITAL, BUT LIVE IN THE
REAL WORLD
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I like
I am
I’m watching
Here I am
I use
Look at me
I’m listening
to
I search
Welcome to
My life My brand
My journey
I live
WELCOME TO THE MIND OF PEOPLE TODAY
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DISPLAY
APP
WEBSITE
MOBILE
SOCIAL SEO
Just give me what I want!
People don’t focus on disciplines or touchpoints - But they go through them
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Why would people engage with brands?
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“I wonder if my favorite brand of toilet paper has a twitter profile I can follow.”
- No one ever
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Relevant storytelling is the way forward
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People trust people, so let’s enable them
in our storytelling
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People are becoming their own company, bypassing those that don’t meet their needs
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Carrot hunger
Storytelling can also be used to
set you apart,
- We are different, just like you
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CONTENT IS STILL KING, BUT
INSIGHTS ARE THE PEOPLE
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The noise on digital platforms is overwhelming
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9 seconds You have 6 seconds
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THINK
FIRST
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“I try to share only information that will
reinforce the image I'd like to present:
thoughtful, reasoned, kind, interested and
passionate about certain things.” Source: NY Times
“The Psychology of Sharing: Why Do People Share Online”
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WHY AM I GETTING THIS AD?
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MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME
Are these the same people?
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MALE
BRITISH
OVER 60
DIVORCED
REMARRIED
HIGH INCOME
CHILDREN LEFT HOME
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INTERESTS & HABITS
CONSUMPTION PATTERNS
LOCATION & DEVICE
BRAND AFFINITIES
SOCIAL BEHAVIOUR
DEMOGRAPHICS & LIFESTYLE
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“IF YOU UNDERSTAND THE CONNECTED HUMAN ACROSS EVERY TOUCH POINT, IT DOESN'T MATTER WHAT THE FUTURE BRINGS; YOU WILL BE READY FOR IT.” Avinash Kaushik, - Google digital marketing evangelist
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TODAY’S TAKE AWAYS
• Digital is disrupting industries & creating great opportunities
• Digital allows companies to solve problems, simpler
• People embrace digital, but still live in the real world
• Content is still key, but it requires insights and a story