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?

s@m.de

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