101013_LectureHypermodalitet_AAU_v2

8/8/2019 101013_LectureHypermodalitet_AAU_v2

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HVAD ER HYPER MODALITET?

HVORFOR NETOP NU?

HVORDAN ARBEJDER MAN M ED DET I PRAK SIS?

AGENDA


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Love is a human emotion.


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No, its a word.What matters isthe connection

the word implies.

Love is a human emotion.


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Jeres job bliver at byggebrands, der skaber enemotionel relation.


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HVAD ER HYPERMODALITET?

EN SIMPEL FORMEL:

Pr[L ,V] = Pr[L] (x ) Pr[V]; Or[L,V] = Or[L ] (x )Or[V]; Org[L ,V] = Org[L] (x ) Org[V]


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MANGE MDER AT K OMMUNIK ERE OGFRE BETYDNINGER FREM P


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DET HANDLER OM AT INSPIRERE

FOLK TIL AT OPLEVE BRANDET


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NIK E I FEEL PRETTY


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NIK E MEN VS WOMEN


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OLD SPICE CASE STUDY


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GATORADE REPLAY


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EN UNIVERSEL L INSIGHT

Mnd k m per for a t k om m eud og f en l m ed vennerne


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BUD LITE


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ANDES TELETRANSPORTER


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ID HIERAK IET

K REATIV ID

STRATEGISK ID

BRAND ID

Kilde: Collister


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Organizing Idea

Creative Expression

Surpassment

Just do it


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Organizing Idea

Creative Expression

Attraction

The Axe Effect


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Organizing Idea

JOY


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Organizing Idea

PARTICIPATION

Lifes for sharing

Creative Expression


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T-MOBILE


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Organizing Idea

Openmindedness (?)


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K ONTAK T PUNK TER I OPLEVELSESK ONOMIEN

BRAND


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Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Mass


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Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Mass


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Viewing

Liking

Sharing

Making

Contributing

Commenting

Passive

Niche

Active

Mass


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HVORFOR NETOP NU?


AGENDA


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NY TEK NOLOGI


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ALLE MEDIER ER BLEVET

DIGITALISEREDETV RADIO PRINT OUTDOOR INTERNET HHDs

PVR s

VOD

iTV

internetradio

Pod c a sting

DAB

mobile

websites

bluetooth

video

gaming

RSS

IM

PDAs

PSP

4Gmobile

blogging

mobileTV

InteractiveiPad

Kindle

communities


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FR


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NU


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DEN MODERNE FORBRUGER

I kontrol Delende

Persona lisering Op leve lses konomi

Mod stand m od rekla me Altid p

FYRE 15 18 VS GILLETTE SPEND


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FYRE 15-18 VS. GILLETTE SPENDInternet

TV

Radio

Print

SOURCES: SMG/MV Digitas for Gillette Media Allocation; 2006 Forrester Technographics Survey

4%

67%

1%

28%

48%

28%

18%

5%


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PARADIGME SK IFT

Individualiste r Connectede

Pa ssive Aktive

Fa ste TV ritua ler 24/ 7


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K RVER NYE MK T FORMER

10

12

14

16

18

20

22

24

26

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33

Fdt i1989

Age

Fdt i1960erne &

1970erneFdt i1985

TV Forbrug

(Timer)

Kilde: Collister

OG K RVER INDHOLD FOLK


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OG K RVER INDHOLD FOLK

FAK TISK NSK ER AT MODTAGE

19

25 27 27 2727 28

31 32 34

0%

5%

10%

15%

20%

25%

30%

35%

40%

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005

N ste n a lle TV reklamer irriterer migNyd er p rog ra mmerne lige s me get TV prog rammerne

Source: BMRB, Target Group Index (TGI)

Kilde: Collister


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Set h Godin

We live in a world where consumers actively resist marketing. So it is imperative to stop marketing at

people. The idea is to create an environment where consumers will market to each other


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MEDSK ABENDE MLGRUPPER


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MEDSK ABENDE MLGRUPPER

giver mulighed for d istrib ue ret tilsted ev relse


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GPS I SYNERGI MED BUDSK ABER


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FORANDRINGEN

The most basic change has been a shift in the role of the consumer from isolated to connected,from unaware to informed, from passive to active. increasingly, consumers engage in the process of both defining and creating value.

C.K. Prahalad, The Future of Competition ,Harvard Business School

MEDIASPEND: 0 K R (!)


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MEDIASPEND: 0 K R. (!)


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The most powerful selling of productsand ideas takes place not marketer toconsumer but consumer to consumer

Malcolm Gladwell


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FRA 90% SPENDING P M EDI A TI L 90% P INDHOLD

IDER MED UNIVERSEL APPEL

VIRK SOMHEDEN SOM CHANNEL OWNER

KONSEKVENS

DEN SUPER SOCIALE ABE


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DEN SUPER SOCIALE ABE- GENOPDAGELSEN AF MENNESK ET SOM FLOKDYR

AGENDA


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HVORFOR NETOP NU?


AGENDA

DE SYV K RAV FOR AT SK ABE BUZZ


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DE SYV K RAV FOR AT SK ABE BUZZ

7. PaceHvor hurtigt spredes den

1. Historienoriginalitet: Er det rigtigt?Spoof, remarkable,sensation, secret, dontlike, its real, tabu

2. VedkommendeBetydning for mig og minerelationer

3. PortabilityHvor let er det at sprede(offline / online)

4. ConnectorsStrrelse p netvrk

5.Timing/aktualitetEr konteksten gunstig

Kilde: GoViral

6. StickynessHvor let er det at huske

Kilde: GoViral


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DET HANDLER STADIG OM BRAND!

FOLK VIL VIDE HVAD DU STR FOR


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FOLK VIL VIDE HVAD DU STR FOR

ID HIERAK IET


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K REATIV ID

STRATEGISK ID

BRAND ID

Kilde: Collister


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ET GENK ENDELIGT LOGO


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BRAND = LFTE OM EN


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K ONSISTENT OPLEVELSEEt genkendeligt logo

Konsistent lfte

bag navnet /logoet+63

ALLE STRK E BRANDS LSER EN


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K ULTUREL SPNDINGVirgin is antidote to unpleasant flying experiences

Apple brings humanity to computing

Nike attacks gender and race limits

Kilde: Jon Steel


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Social media is all about conversation.Brands only have a role if they can make the

conversation more interesting


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My juicer is not meantto squeeze lemons,

its designed tostart conversations.


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Produktinnovat ion Serviceinnovat ion

Marke t inginnovat ion

Skab fnom ener ikke r ek lame

Always in BetaVirksomheder skal ve sig i atbne udviklingsprocesser opog invitere mlgruppen ind sommedskabere.

Skab fnomener ikke reklameFra at have fokus p at markedsfrereklamebudskaber handler det nu om at skabefnomener i mlgruppens liv.

Demonstrr kendskabtil nye scenerTnk de traditionelle salgskanalerom og udvikl alternativedistributionslsninger.

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K EEP IT COMPLEX STUPID


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K EEP IT COMPLEX, STUPID

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Wh e n Po l ic e w a n t t o u nd e rs t a n d w h et h er s om e on e c o ul d h av e t a k e n

a p ar t i c u la r ac t i on t h ey l oo k s f or m e a ns , m o t i v e an d o pp o rt u n it y.

M e an s an d m o t i v e a r e t h e ho w a n d w h y of a pa rt i c u la r a c t i on an d

o pp or t u n i t y i s t h e w h er e an d w i t h w h o m

Clay Shirk y, Cogni t ive Surplus


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Wh e n Po l ic e w a n t t o u nd e rs t a n d w h et h er s om e on e c o ul d h av e t a k e n

a p ar t i c u la r ac t i on t h ey l oo k s f or m e a ns , m o t i v e an d o pp o rt u n it y.

M e an s an d m o t i v e a r e t h e ho w a n d w h y of a pa rt i c u la r a c t i on an d

o pp or t u n i t y i s t h e w h er e an d w i t h w h o m

Clay Shirk y, Cogni t ive Surplus

MOTIV

FORMLEN FOR DELTAGELSE


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UDBYTTE > INDSATS


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1. ST FOK US P NOGET DERBETYDER NOGET FOR FOLK


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2. VR INTERESSANT, GR NOGETINTERESSANT, SIG NOGET INTERESSANT


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3. LAD MENNESK ER LEGE


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OPSUMMERING


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FOKUSFOKUSR PR PNOGET DERNOGET DER

BETYDERBETYDERNOGET FORNOGET FORFOLKFOLK

VVRRINTERESSANTINTERESSANT

LADLADMENNESKERMENNESKER

LEGELEGE

1 2 3


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SPRGSML & DISKUSSION

ALLERVIGTIGST HVORFOR GRE DET?


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SIGTER IDEN P ATSK ABE EN BEDRE VERDENSOM FOLK HAR LYST TIL

AT LEVE I?


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TAK FOR OPMRK SOMHEDEN


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Mart in Gjerlff

Di rec t o r o f St r a t egym gj@saa t c hi .dk

ht tp: / /mart ingjer loeff .blogspot .com/

Documents

101013_LectureHypermodalitet_AAU_v2