The document discusses how strategy must focus on execution in today's digital world. It notes that the future is already here but unevenly distributed, and that we must prepare for constant disruption from new technologies. Strategies need to embrace experimentation, multidisciplinarity, and agile planning to incorporate iterative learning and change. Outcomes and experiences may reveal new opportunities, so flexibility is key to influence conversations and popular culture.

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CONTENT AND ENGAGEMENT
REDEFINING STRATEGY IN THE POST-DIGITAL ERA
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20.oct.2011

3. -
@DUDEX
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20.oct.2011

4. -
@DUDEX
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20.oct.2011

6. -
@COLMEIA
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20.oct.2011

8. -
"THE ONLY WAY I CAN REDUCE RISK IS BY COMPRESSING TIME"
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NANDAN NILEKANI FOUNDER OF INFOSYS ON THE IMPORTANCE OF MOVING FAST.

9. -
ADVERTISING IS BECOMING CONTENT
MARKETING IS BECOMING CURATION
MOBILE IS BECOMING EMPOWERMENT
BRANDS ARE BECOMING PUBLISHERS
A CRUEL SCENARIO FOR THOSE WHO AREN’T WILLING TO CHANGE
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10. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION.
1 2 3
It’s just not evenly We are being
Strategy as Execution.
distributed yet. disrupted every day.

11. -
THE FUTURE IS HERE.
(IT’S JUST NOT EVENLY DISTRIBUTED YET ).
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1

13. TECHNOLOGY = CHANGE

16. -
REFRIGERATORS VS ICE FARMS
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CARS VS FASTER HORSES
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17. the Internet has left the computer

18. ... to be pervasive and abundant

19. iPod - 2001
iPhone - 2007
iPad - 2010

20. Launched in 2008, owns
46% of the smartphone
market today.

21. Facebook will become a
mobile company in 2013
Erick Tseng, Facebook Mobile Chief

22. 2001
Nokia, Motorola, Samsung, LG, Sony Ericsson, Panasonic,
Philips, Siemens, BenQ, Kyocera, NEC,
2011
Apple, Google, Facebook, Microsoft
+ Blackberry, Nokia, Motorola, LG, Samsung, Sony Ericsson...

23. The value of a network
equals the sum of its users,
squared.
Metcalfe’s Law

24. January
June
2011
September

25. KINDLE FIRE
10% of Amazons’
turnover in 2012

26. ON/OFF: NO DIFFERENCE
BUSINESS AS USUAL.

27. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION.
1 2 3
It’s just not evenly We are being
Strategy as Execution.
distributed yet. disrupted right now.

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FROM CREATIVE EXCELLENCE TO
CONTENT AND SERVICES EXCELLENCE
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2

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BECAUSE REINVENTING THE ROLE OF
CREATIVE IS NOT ENOUGH
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2

39. -
NEED A CASE STUDY?
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44. -
THE CAMPAIGN VS PLATFORM PARADIGM.
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45. -
CREATIVE WORK IS EFFECTIVE WORK.
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47. -
THE ULTIMATE MANTRA:
DOES THE INTERNET CARE?
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Relevance is king.

48. -
BECAUSE THERE IS POTENTIAL DISRUPTION
FROM CREATIVE DISTRIBUTION
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51. -
BECAUSE THERE IS POTENTIAL DISRUPTION
FROM TECHNOLOGY DISTRIBUTION
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53. -
AS AGENCIES, WHAT IS OUR ROLE IN ALL THIS?
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54. -
CATALYSTS FOR PLAY. IDEAS INCUBATORS.
THINK LIKE A STARTUP.
FEEL LIKE A NGO.
ACT LIKE A VENTURE CAPITALIST.
EMBRACE THE NEW ENTRANTS, “COOPETE”, COLLABORATE.
ADOPT THE BETA.
CO-CREATE IDEAS WHERE MESSAGE AND TECHNOLOGY
CANNOT BE SEPARATED.
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55. "If someone is going
to disrupt you...
You should disrupt
yourself first."
in NY

58. -
BECAUSE REINVENTING THE ROLE OF
PLANNING IS NOT ENOUGH EITHER.
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2

60. Training, preparation, and...

61. strike?

62. a strike, nowadays, means to keep the ball in the game
scoring. Scoring.
http://colmeia.tv/manifesto

63. At the heart of the lean process lies the idea of the minimum viable product:
the most basic thing you can put out into the world to test a hypothesis or
assumption and get validated learning from the real world.

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AGILE PLANNING?
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2

66. -
MINIMUM VIABLE PLANNING?
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2

79. -
SOLID COLABORATION WITH TECH COMPANIES
BRAND COMMUNICATIONS R&D
STRATEGY AS EXECUTION
IDEAS ARE OVERRATED. DOING > SAYING.
2
CONTENT AND CONVERSATION ARE THE KINGS
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80. -
EXPERIMENTATION.
MULTIDISCIPLINARITY.
EFFECTIVENESS. OPENNESS.
DISCOVERY. MONITORING.
MEASURING. LEARNING.
CLEAR KPIS. ROI PROOF.
1
INCORPORATE SOFTWARE CULTURE.
WORK LIKE A START-UP.
BECOME YOUR CLIENT’S PARTNER.
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81. THE FUTURE IS HERE. THE AWAKENING. THE DISRUPTION.
1 2 3
It’s just not evenly Preparing for
Strategy as Execution.
distributed yet. disruption.

82. -
STRATEGY AS EXECUTION
-
3

83. -
STRATEGY IS THE PROCESS
OF MAKING ASSUMPTIONS.
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3

84. -
AS THE WORLD BECOMES MORE COMPLEX,
YOUR CHANCES OF BEING WRONG INCREASES.
-
3

85. -
PRODUCTS AND
EXPERIENCES REVEAL NEW
OPPORTUNITIES FOR USAGE
AFTER THEY’RE BUILT.
3
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86. -
WE NEED AN UPGRADE IN OUR
CREATIVE DEPARTMENTS.
ONE THAT BRINGS FEEDBACK,
INNOVATION AND ITERATION INTO
THE GAME.
3
REMIX IS THE HIGHEST HOMAGE TO
CREATIVE WORK.
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87. -
PROJECTS MUST CHANGE DURING ITS LIFE
CYCLE. SPECIALLY DIGITAL PLATFORMS.
MANAGE CHANGE TO IMPROVE THE PROJECT,
RELENTLESSLY.
3
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88. -
STRATEGY, CREATIVE AND EXECUTION.
THE QUEST FOR BALANCE
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3

89. -
IS IT POSSIBLE?
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3

93. - actions messages
behaviour VS perception
DOING > SAYING participation one-way
- influence persuasion

94. -
CONTENT MUST EVOLVE WITH ITERATION.
AS MUCH AS SOFTWARE.
MUST BE ADAPTED.
FLEXIBILITY IN ORDER TO TAKE PART IN AND
2
PROVOKE CONVERSATIONS.
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98. - -
CONTAGIOUS, BUSINESS OBJECTIVES
NON CONTROLLABLE IDEAS BRANDS AND PURPOSES
DISPOSITION FOR TESTING THEM PEOPLES INTERESTS
ITERATIVE EXECUTION -
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99. - - -
STORIES THAT CONVERSATIONS ACT AND REACT
PROVOKE THAT PROVIDES ON THESE
CONVERSATIONS BRANDS A SHARE CONVERSATIONS
- OF POPULAR 24.7.365
CULTURE -
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