KEYNOTE SOCIAL CONFERENCE · PUBLICIS MEDIA BUSINESS TRANSFORMATION Requiring an 4 integrated...
Transcript of KEYNOTE SOCIAL CONFERENCE · PUBLICIS MEDIA BUSINESS TRANSFORMATION Requiring an 4 integrated...
by Curt Simon HarlinghausenEMEA Lead Business Transformation
KEYNOTE SOCIAL CONFERENCE THE FIRST FUNNEL CONFERENCE
// EMEA Lead Business Transformation for Publicis Media // CDO Starcom // CEO akom360 // Consultant, Entrepreneur, Lecturer and Nerd
Twitter / Facebook / LinkedIn / Youtube / Snapchat: harlinghausen
CURT SIMON HARLINGHAUSEN
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
WE UNLOCK GROWTH BY REENGINEERING
OUR CLIENTS’ CUSTOMER EXPERIENCE.
PUBLICIS MEDIA BUSINESS TRANSFORMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
PUBLICIS MEDIA BUSINESS TRANSFORMATION
4Requiring an integrated approach to technology and creativity
4
TECHNOLOGY
INTERACTIVE
PERSONALIZATION
PASSIONS
SUSTAINABILITY
VALUE
ON-DEMAND
MOBILE
BRANDS STORYTELLING
EMOTIONS
CONTEXTCREATIVITY/ INNOVATION
CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ANY QUESTIONS AFTER THE PRESENTATION?FEEDBACK, LUNCH OR OUR LEGENDARY CANVAS?
CURT SIMON HARLINGHAUSEN
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
FOLLOW ME ON TWITTER: @harlinghausen
CURT SIMON HARLINGHAUSEN
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CONSUMER JOURNEY
CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
FUNNEL (CONTENT)
CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
FUNNEL
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
AWARENESS
ORIENTATION
PRIORISATION
INTENTION
CONVERSION (ENGAGEMENT / LEAD / SALE)
SUPPORT
LOYALITY
ADVOCACY
6S FÜR ERFOLGREICHESCONTENT MARKETING
CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SHAREABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SURPRISING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
STRATEGIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SPEED
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SIMPLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// SNACKABLE// SHAREABLE// SURPRISING// STRATEGIC// SPEED// SIMPLE 6S
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
6S
MICRO MOMENTS –The Intention Economy
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BEDÜRFNIS VS.MOTIVATION
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CRM / PERSONAS / TOUCHPOINTS
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
UBER PARENTSRESTO LOVERDOG WALKER
…
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSORDATA
MOMENTSEVENTS PROFILE
time
location body
transportmode
semantictime
locationtype
lifestyleactivities
realtimecontext
before& after
intentmoodswings
mobility
lifestyle
places relation
WHAT / WHERE /
HOWWHOWHY
Motion
CORE TOPIC MICROMOMENTS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
Which-car-is-bestmoments
Is-it-right-for-memoments
Can-I-afford-itmoments
Where-should-I-buy-itmoments
Am-I-getting-a-dealmoments
$$$
CONTEXT FUNKTIONIERTNUR WENN MAN SEINE
ZIELGRUPPE KENNT
CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
DATA
CORE TOPIC DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CONSISTENCYCORRECTNESSCOMPLETENESS
CORE TOPIC DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
3C3C
THE BETTER IS THE ENEMY
OF THE GOOD
CORE TOPIC DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
> Holistisches Verständnis über die Consumer Journey ist Key > N2N-Tracking und Datenqualität machen in der Zukunft den Unterschied > Kommunikation entlang des Funnels planen> Jede Idee ist nur so gut wie ihre Umsetzung> Personas gilt es in Realtime zu Matchen
5 TAKE AWAYS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
> Holistisches Verständnis über die Consumer Journey ist Key > N2N-Tracking und Datenqualität machen in der Zukunft den Unterschied > Kommunikation entlang des Funnels planen> Jede Idee ist nur so gut wie ihre Umsetzung> Personas gilt es in Realtime zu Matchen
5 TAKE AWAYS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
> Holistisches Verständnis über die Consumer Journey ist Key > N2N-Tracking und Datenqualität machen in der Zukunft den Unterschied > Kommunikation entlang des Funnels planen> Jede Idee ist nur so gut wie ihre Umsetzung> Personas gilt es in Realtime zu Matchen
5 TAKE AWAYS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
> Holistisches Verständnis über die Consumer Journey ist Key > N2N-Tracking und Datenqualität machen in der Zukunft den Unterschied > Kommunikation entlang des Funnels planen> Jede Idee ist nur so gut wie ihre Umsetzung> Personas gilt es in Realtime zu Matchen
5 TAKE AWAYS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
> Holistisches Verständnis über die Consumer Journey ist Key > N2N-Tracking und Datenqualität machen in der Zukunft den Unterschied > Kommunikation entlang des Funnels planen> Jede Idee ist nur so gut wie ihre Umsetzung> Personas gilt es in Realtime zu Matchen
5 TAKE AWAYS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
DONE IS BETTERTHAN PERFECT
MARK HAT RECHT MIT …
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THANK YOU 3.0
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
STAY TUNED FOR ANAMAZING CONFERENCE