welcome by summit host & opening keynote: "has the digital revolution left your brand in an...

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We Have Broken Through, Do You Know What Business Your Brand Is Really In?

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A Long Time iMedian

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13 iMedia Summits

A Long Time iMedian

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13 iMedia Summits

7 BreakThrough Summits

A Long Time iMedian

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13 iMedia Summits

7 BreakThrough Summits

1 Giant Head For A Five Year Old

A Long Time iMedian

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1. Digital Value Ecosystem

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1. Digital Value Ecosystem

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1. Digital Value Ecosystem

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1. Digital Value Ecosystem

2. Post Disruption Era

8What Was Once Unique Is Now Expected

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Text

The Great Democratizer

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Over the next few days, take a step out of your everyday thought processes.

Real breakthrough thinking happens at the macro level.

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Invention >

Innovation Post-Disruption

Cycle of Innovation

Disruption

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13It’s No Wonder We Need Conferences About Media and Communications Strategy

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Post Disruption/Innovation

It’s No Wonder We Need Conferences About Media and Communications Strategy

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Innovation?

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Innovation ≠ Technology

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We Are a Technology Company

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18Video #1

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You Know What Is Really Really Cool?

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You Know What Is Really Really Cool?

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What Campaign Comes to Mind?

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21The First Social Media Marketing Campaign?

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Roll  Video

And Then We Went Viral!

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Roll  Video

And Then We Went Viral!And  The  Virality  Really  Never  Ended

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Product MarketingUser Value

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Product MarketingUser Value

Systems Stories

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Product MarketingUser Value

Systems Stories

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Ideally, a product should have marketing value baked into its core

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27Experiences Are What Move People

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“If your marketing is not driven by user experience

design, you will lose in the long term, despite a few

short term successes you might achieve”

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Great UX=

Market Results

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The UX designer doesn't just look at what

is,

but rather imagines what can be

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What Do I Do Now?

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Know Your Current Ecosystem

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Know Your Current EcosystemList All Complimentors

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and Developers

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”Survey New Technologies That Can Play A Role In Adding Value To Your

Core Products

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”Survey New Technologies That Can Play A Role In Adding Value To Your

Core Products

Create a List of “Alternatives To Consumption”

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”Survey New Technologies That Can Play A Role In Adding Value To Your

Core Products

Create a List of “Alternatives To Consumption”How Can Your Goods or Services Be Used More Efficiently or Effectively?

How Can The Value of Your Product be Extended Into “Secondary Areas of Value”?

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”Survey New Technologies That Can Play A Role In Adding Value To Your

Core Products

Create a List of “Alternatives To Consumption”How Can Your Goods or Services Be Used More Efficiently or Effectively?

How Can The Value of Your Product be Extended Into “Secondary Areas of Value”?

What Is Your “Data Scenario”?

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Know Your Current EcosystemList All Complimentors

This Includes Other Businesses and DevelopersThis Will Help Define Potential “Value Connectors”

Create a “Landscape Of Invention”Survey New Technologies That Can Play A Role In Adding Value To Your

Core Products

Create a List of “Alternatives To Consumption”How Can Your Goods or Services Be Used More Efficiently or Effectively?

How Can The Value of Your Product be Extended Into “Secondary Areas of Value”?

What Is Your “Data Scenario”?Current Uses Aside, Can Your Data Tell a Value Story To You Or Your

Partners

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Three Elements of A Digital Value Ecosystem

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Three Elements of A Digital Value Ecosystem

And The Intrinsic Market Value In Creating Things People Actually Care About

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1. Every Company Is a Tech Companyand every brand can be a “value connector”

2. Brands Must Be Publishersand products must tell stories

3. Every Brand Must Have Value(s)and values equal value

Every Company Is a Tech Companyand every brand can be a “value connector”

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40*alternatives to consumption

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Utility ContentCommunity

*alternatives to consumption

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Co-Creation

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Open API's allow complimentors to find You

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Developer love +brand marketing value

=Priceless

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*landscape of invention

*secondary areas of value

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*landscape of invention

*secondary areas of value

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*landscape of invention

*secondary areas of value

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*landscape of invention

*secondary areas of value

48Video #4

49*value connectors

50*data scenario

50Every Action Creates An Equal Or Greater Interaction

*data scenario

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Integrating on-line and off-line insights; creating, analyzing, and modeling consumer segments to optimize advertising reach and offer effectiveness

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2. Brands Must Be Publishersand products must tell stories

53*value connectors

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The Newsroom: Re-Imagined

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3. Every Brand Must Have Value(s)and values equal value

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#peoplearepriceless

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Digital Value Ecosystem

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Thank  You

Adam  Broitman,  MasterCard

62What Type Of Sharer Are You?

63Video #5

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5personas.mastercard.com#5personas