ana andjelic: digital playbook for brands (webdagene 2014)
TRANSCRIPT
![Page 1: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/1.jpg)
ana andjelic, @andjelicaaa
digital playbook for brandsWebdagene, Oslo, October 16, 2014
ana andjelic, @andjelicaaa
![Page 2: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/2.jpg)
hello, I am Ana.
ana andjelic, @andjelicaaa
![Page 3: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/3.jpg)
and these are the things that inspire me.
ana andjelic, @andjelicaaa
digital branding
knowledge networks organizational
innovation
new org formsorg structure
& media
distributed cognition
actor-network theory
org management
media management
media studies
media business
social psychology
cognitive psychology
technology studies
economic sociologydesign thinking
behavioral economics
![Page 4: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/4.jpg)
ana andjelic, @andjelicaaa
i am here to talk about how digital transforms markets, organizations and brands.
![Page 5: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/5.jpg)
why is this question relevant?
ana andjelic, @andjelicaaaana andjelic, @andjelicaaa
![Page 6: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/6.jpg)
Sources: http://www.fastcompany.com/3027107/punk-meet-rock-airbnb-brian-chesky-chip-conley and http://tctechcrunch2011.files.wordpress.com/2013/02/airbnb2.png?w=680&h=298
AirBnB surpassed industry legacy Hilton Hotels in nights booked. 5th largest hotelier in the world.Prices are at least one-sixth cheaper than its traditional rivals.
ana andjelic, @andjelicaaa
think airbnb ...
![Page 7: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/7.jpg)
ana andjelic, @andjelicaaaana andjelic, @andjelicaaa
think uber ...
![Page 8: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/8.jpg)
think american express ...
ana andjelic, @andjelicaaa
![Page 9: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/9.jpg)
think general electric ...
ana andjelic, @andjelicaaa
![Page 10: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/10.jpg)
think citibike ...
ana andjelic, @andjelicaaa
![Page 11: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/11.jpg)
digital has become an economic force, ranging from the emerging businesses to the most established global corporations.
ana andjelic, @andjelicaaa
![Page 12: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/12.jpg)
• a new source of economic value• a marketplace• a way to expand market share• a new revenue stream • fuel for business growth• a source of competitive advantage• a new link and/or a disruptive force in a value chain• all of the above
ana andjelic, @andjelicaaa
it has become ...
![Page 13: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/13.jpg)
market focus user focus
incremental value
transformative value
addition
systems disruption
design
making legacy business more valuable
connecting products and services to create new value
creating a new market and/or value chain
human-centered business solutions
ana andjelic, @andjelicaaa
digital playbook for brands
![Page 14: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/14.jpg)
digital playbook for brands is focused on coming up with the new forms of value exchange that result from the new ways of connecting supply
and demand.
![Page 15: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/15.jpg)
the approach behind this playbook is:
human-centered. It starts from an unmet need.
context-sensitive. It builds upon the existing human behavior.
transformative. It makes this behavior better, more informed, easier, and/or more fun.
![Page 16: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/16.jpg)
1. addition
use digital to add a marketplace to the core business offering.
ana andjelic, @andjelicaaa
![Page 17: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/17.jpg)
1. addition
use digital to add a service/community/content around a product.
ana andjelic, @andjelicaaa
![Page 18: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/18.jpg)
2. systems
connect brands’ existing products and services to create new value.
ana andjelic, @andjelicaaa
![Page 19: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/19.jpg)
resulting value is created outside of the company’s traditional value chain and counts as a new revenue source.
ana andjelic, @andjelicaaa
2. systems
![Page 20: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/20.jpg)
a brand is going to be valuable to consumers if they invest their own time and resources in it.
ana andjelic, @andjelicaaa
3. design
![Page 21: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/21.jpg)
3. design
ana andjelic, @andjelicaaa
intimate knowledge of its consumers lets new businesses come up with initiatives that uniquely respond to consumers needs.
![Page 22: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/22.jpg)
ana andjelic, @andjelicaaa
4. disruption
disruptors’ value chain is different from the one that dominates their industry.
![Page 23: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/23.jpg)
ana andjelic, @andjelicaaa
4. disruption
disruptors don’t only create a better product/service, but an entire marketplace.
![Page 24: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/24.jpg)
ok, now what?
ana andjelic, @andjelicaaa
![Page 25: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/25.jpg)
“If there is a simple, easy design principle that binds everything together, it’s probably starting with people.”*
*Bill Moggridge
find new revenue
opportunities at each stage
of the experience.
organize company
around each stage of the experience.
make each stage of the experience meet user
needs better.
experience design
ana andjelic, @andjelicaaa
![Page 26: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/26.jpg)
find new revenue
opportunities at each stage of experience.
organize a company around
each stage of experience
make each stage of
experience meet user
needs better.
“Above all else, align with customers. Win when they win. Win only when they win.”*
*Amazon Doctrine
experience design
addition design
systems disruption
![Page 27: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/27.jpg)
a few things to think about...
ana andjelic, @andjelicaaa
![Page 28: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/28.jpg)
the starting point in your next project:
from: to:
what digital thing should i build? why is this a problem and how can i use digital to solve it?
ana andjelic, @andjelicaaa
![Page 29: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/29.jpg)
create social value AND economic value. it’s not that hard.
ana andjelic, @andjelicaaa
![Page 30: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/30.jpg)
be aware of black markets.
ana andjelic, @andjelicaaa
![Page 31: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/31.jpg)
think of an underserved demographic. it is also in the market of something.
ana andjelic, @andjelicaaa
![Page 32: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/32.jpg)
close the value loop: create, distribute and capture value.
![Page 33: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/33.jpg)
don’t be bogged down by the need to define what business you’re in.
ana andjelic, @andjelicaaa
![Page 34: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/34.jpg)
“If you want something new, you have to stop doing something old.”*
*Peter Druckerana andjelic, @andjelicaaa
![Page 35: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/35.jpg)
When the world is generous, transparent, sustainable and useful, our solutions need to be like that, too.
ana andjelic, @andjelicaaa
![Page 36: Ana andjelic: Digital playbook for brands (Webdagene 2014)](https://reader033.vdocument.in/reader033/viewer/2022052621/557e9831d8b42a3c668b4ecf/html5/thumbnails/36.jpg)
Thank you.
ana andjelic, @andjelicaaa
(you can find me on medium, too: https://medium.com/@andjelicaaa)