digital playbook for brands
DESCRIPTION
Ana Andjelic compartió este playbook en Medium y me pareció bueno, escribió lo siguiente: "I had a wonderful opportunity to talk about digital economy and digital marketplaces at the Webdagene conference in Oslo, Norway. Here is what I talked about."TRANSCRIPT
ana andjelic, @andjelicaaa
digital playbook for brandsWebdagene, Oslo, October 16, 2014
ana andjelic, @andjelicaaa
hello, I am Ana.
ana andjelic, @andjelicaaa
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
ana andjelic, @andjelicaaa
i am here to talk about how digital transforms markets, organizations and brands.
why is this question relevant?
ana andjelic, @andjelicaaaana andjelic, @andjelicaaa
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 ...
ana andjelic, @andjelicaaaana andjelic, @andjelicaaa
think uber ...
think american express ...
ana andjelic, @andjelicaaa
think general electric ...
ana andjelic, @andjelicaaa
digital has become an economic force, ranging from the emerging businesses to the most established global corporations.
ana andjelic, @andjelicaaa
• 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 ...
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
1. addition
use digital to add a marketplace to the core business offering.
ana andjelic, @andjelicaaa
ana andjelic, @andjelicaaa
2. systems
the future of product value resides in the service designed around it.
3. design
ana andjelic, @andjelicaaa
intimate knowledge of its consumers lets new businesses come up with initiatives that uniquely respond to consumers needs.
ana andjelic, @andjelicaaa
4. disruption
disruptors’ value chain is different from the one that dominates their industry.
ok, now what?
ana andjelic, @andjelicaaa
“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
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
a few things to think about...
ana andjelic, @andjelicaaa
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
create social value AND economic value. it’s not that hard.
ana andjelic, @andjelicaaa
be aware of black markets.
ana andjelic, @andjelicaaa
think of an underserved demographic. it is also in the market of something.
ana andjelic, @andjelicaaa
close the value loop: create, distribute and capture value.
don’t be bogged down by the need to define what business you’re in.
ana andjelic, @andjelicaaa
“If you want something new, you have to stop doing something old.”*
*Peter Druckerana andjelic, @andjelicaaa
When the world is generous, transparent, sustainable and useful, our solutions need to be like that, too.
ana andjelic, @andjelicaaa
Thank you.
ana andjelic, @andjelicaaa
(you can find me on medium: https://medium.com/@andjelicaaa)