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NUNATAK-WORKSHOP “STORYTELLING”: LEARNING FROM MR. BEAN

NUNATAK-WORKSHOP “STORYTELLING”: LEARNING FROM MR. BEAN

What can content managers actually learn from the famously clumsy character of Mr. Bean?
A whole lot! This was made clear recently by our exclusive workshop “Storytelling in B2B”, to which we had invited selected managers from the advertising industry. Lesson one: munching Snickers!

But first things first:

The host of the event, Silke Bonarius, introduced the subject and various storytelling formats for digital natives and then played the YouTube clip “United breaks guitars” – a musical rant of Canadian David Carroll and his band Sons of Maxwell. Carroll describes how he himself had to watch the destruction of his guitar before flying with United Airlines – an agony for musicians.
The clip went viral with more than 18 million clicks, triggered a worldwide media coverage and even has its own entry on Wikipedia. That too is content marketing, with simple means, but enormously effective.

How this can be systematized explained Janis Schibalski, digital strategy consultant at the Neofonie agency: A content strategy can be derived from several criteria – therefore, this is less the witchcraft of some creatives, but rather the result of essential strategic considerations.
There are some key questions to ask. What this looks like in practice, Schibalski made clear on the example of the Snickers spot with Mr. Bean. The field manual looked like this:

  • What? Which product is it? So here it’s a chocolate bar
  • For whom? Who is the target audience? The answer is obvious: hungry consumers in the broadest sense, chocolate lovers in the narrower sense
  • Competitor? Who are the competitors? In this case: Milka, Kitkat, Hanuta
  • What is the theme? What is it about? Avert failure
  • What is the conflict? Possible failure versus successful mission
  • What are the resistances? Lack of concentration, hunger
  • What is the message? You lose focus when you’re hungry
  • Who is the protagonist? A testimonial with deficits, depending on personal taste funny or ridiculous
  • What is the mission? Defeating Ninjas, thirst for adventure
  • What is the Excalibur? What is the “magic” element that helps to win? There is only one answer: Snickers

Apparently simple ingredients – also for the complex B2B world?
Yes, says the digital strategist, because even business decisions are never met completely rationally. “Every decision is emotionally influenced”, says Schibalski: “Two-thirds of managers even openly admit that gut feeling plays a key role. The rest just may not be that far in self-awareness”. Therefore, storytelling approaches as we know them from the Hollywood blockbusters – for example, “overcome monsters”, “from rags to riches”, “travel and return” or “rebirth” – work even in the B2B environment.

In subsequent workshops, the participants were able to test their own storytelling skills – topics were a new product for a mobility service provider, green banking and project management. Subsequent discussions were also unavoidable – because, whether right or wrong can never be determined in advance to this discipline. “There are no patent recipes”, the content expert told the participants. Above all, authenticity is important, because that is the prerequisite for trust and that is in turn the prerequisite for most business decisions.

              

Above the Glockenbach district: the nunatak family celebrates summer

Above the Glockenbach district: the nunatak family celebrates summer

    

A pleasant summer breeze and the entire Flushing Meadows rooftop bar = the perfect conditions for Nunatak’s annual summer festival. The some 70 guests included current Nunatakeers as well as future team members, alumni, friends from the network and spouses. The larger setting of this year’s summer event was inspired by Nunatak’s “Strengthen Partnerships” motto, encouraged by Robert and Rupert, Managing Directors & Co-Founders, who’s continuously aim to reinforce existing business relationships and inspire new ones. The relaxed summer setting was casually decorated along with a silver balloon Nunatak logo that blended in perfectly with the view of Munich in the background. A flying buffet of savory finger food was available throughout the evening while the guests had a chance to get to know each other better and newcomers got to experience the company culture firsthand.

    

Those who last the longest at the Oktoberfest, get the contract

In addition to the fantastic conditions, the founders had come up with something just as special for their speech. They took the effort to say something personal about every current and former Nunatakeer: from the very first employees to the newest interns. About the new coming manager Juliane, they said: “Juliane will soon be joining us from CHECK24. I’m sure she closely compared the contracts”. And also, the alumni were presented humorously: “Hai was hired because he held out the longest at the Oktoberfest” or “Konsti, our first and last Bayern player in the team”.

The speech was up until then the highlight of the evening, although some of the guest were astonished when a clown making balloon art joined the party a bit later. Rupert certainly succeeded in surprising everyone. Mona Müller, organizer of the teams events, was joking that perhaps they ended up at the wrong event that evening. The emergence of the clown idea is pretty amusing too: Rupert had previously seen the performance at his children’s birthday party, and thought it would be a fun way to stirr up the summer party.

    

After many cheerful conversations with colleagues and friends, the evening came to an end, though some managed to make it to a dance club after as well.

Nunatak at the Influencer Marketing Conference 2018: five key steps to getting started

Nunatak at the Influencer Marketing Conference 2018: five key steps to getting started

At the Influencer Marketing Conference 2018 in Munich, eleven leading experts shared their experience in this rapidly growing marketing discipline – incorporating knowledge exchange, case studies, and success models. The topics discussed included the most striking aspects of cooperation with these new opinion-formers, as well as stumbling blocks in the execution.

Figures show that there is no way around this subject: The budget for influencer marketing rose by 67 percent in 2017, and demand for specialized influencer marketing managers increased by 270 percent. So the focus of discussions was not on whether companies should consider influencer marketing in the first place, but rather on how this new discipline can be implemented properly.

Our Managing Director, Rupert Schäfer, presented workshop participants with five steps to getting started in influencer marketing:

1. Who is the right influencer for your brand?

Even though this discipline seems to be young and trendy, strategic preparation is still necessary. This is why the selection of suitable multipliers should be based solely on overarching marketing objectives. In order to extend your reach quickly and appeal to a younger target group, popular YouTubers may be suitable. For long-term dialog with the target group and credible communication of product benefits, micro-influencers with in-depth expertise might be a better fit. The crucial question: “What do I want to communicate to whom and how do I want to say it?” also applies to influencer marketing.

2. What does optimum cooperation look like?

The first step is setting the strategic direction: Are you aiming for action/event-related influencer marketing measures or long-term influencer relations? Both work under completely different conditions. In the first case, the aim is rapid and high visibility within the target group. Companies deploy measures of this kind for product launches, for example. Influencers are used to extend the reach. By contrast, with ongoing influencer relations, the focus is on long-term dialog with the target group. Product samples, vouchers, and so on are often given to these multipliers to create incentives.

3. How should an influencer campaign be executed in practice?

Just like in any other marketing discipline, numerous intermediaries have positioned themselves within influencer marketing. They range from agencies that represent several star influencers to platforms that focus more on micro- and mid-level influencers, as well as on “rising stars” (i.e. influencers with up to one million followers). An alternative is, however, often forgotten in this heated debate: the in-house solution. As in programmatic advertising or content marketing, it seems reasonable that advertisers should acquire the competencies themselves. They could thus reduce their dependency on service providers in the long term.

4. What priority does performance measurement have?

Even those who see marketing as an investment and not a cost item want to determine the ROI in influencer marketing. However, performance measurement depends entirely on the defined marketing objectives: Image can be determined by market research, sales increase through measurements in defined test areas, and interaction via social channels and blogs. This is the only way to directly compare influencer marketing with other marketing disciplines.

5. How does influencer marketing blend into the classic marketing mix?

Marketing works holistically. If used correctly, influencer marketing can certainly contribute its share of success. But this requires that all measures are well coordinated and orchestrated. Ultimately, however, one person – the conductor – plays a decisive role in ensuring a harmonious performance.

Alongside Rupert Schäfer, the panel also consisted of Torsten Oppermann, CEO of MSN.Digital, Alexander Pühringer, CEO of Linkilike, and Torsten Panzer, CEO of PR Club Hamburg. The author Dr. Erwin Lammenet gave a keynote speech. A video interview with him and more information about the Influencer Marketing Conference 2018 can be found here.

Stefan Hopf at the All Member Summit of the BRI: “The legislative loses connection”

Stefan Hopf at the All Member Summit of the BRI: “The legislative loses connection”

In mid-June our blockchain expert Stefan Hopf traveled to New York to attend the All Member Summit of the Blockchain Research Institute. The both state- and company-sponsored BRI supports more than 70 blockchain projects across multiple industries and is considered one of the leading think tanks in the field. Besides his job at Nunatak, Stefan has been working there as a researcher since May 2017. At the Summit he presented his whitepaper “Blockchain: The Emerging Platform for Manufacturing 4.0”. We asked Stefan about his trip to the Big Apple:

Stefan, what are the most important learnings from the event?

When so many international top experts meet to discuss a certain topic, it’s always about the big picture: how blockchain will change the economy and society of tomorrow. Though not exclusively: the summit was also very specifically concerned with the practical application of the technology. It offered an outlook on completely new business perspectives, especially when coupling blockchain with adjacent innovations such as AI and IoT. But as we all know: everything has its downside – the risks of the current developments were also discussed.

What are some of the risks for example?

It is becoming increasingly apparent that legislature is far behind the technological development. Global regulation on blockchain is still in its infancy and individual countries are often pursuing completely different approaches. This is fatal because blockchain, in many regards, knows almost no boundaries. Something has to happen very quickly here, because blockchain technology is much more than just an aspiration for the distant future.

What interesting people did you meet?

It was certainly interesting to meet the Canadian entrepreneurs Don and Alex Tapscott. In various publications they describe how the technology behind Bitcoin is changing not only the financial system, but the whole world. The event also created a bridge to practice. Numerous US companies such as FedEx or Procter & Gamble presented their pilot projects and for other blockchain pioneers, such as IBM, SAP, Accenture and Tencent, the summit was an obligatory visit as well. Furthermore professional exchange and networking were a part of it – with such a high-profile cast it is always inspiring and offers real added value.

Briefly describe what your lecture was about:

It is not at all easy to describe this in brief – after all, it is a highly complex topic. Essentially it was about the possible application of blockchain in production and in supply chains. I presented new research findings and showed how the technology can be used to improve cross-company data exchange and automate business processes.

How was the atmosphere in comparison to German events?

As often in the US, things were much more relaxed than at comparable events in Europe. The discussions were more open and less dogmatic.

The development of blockchain in the US vs. Germany: What are the differences and what are the similarities?

A major difference is that the US as a whole is more welcoming to experimentation and faster in practical application. The one thing I see in common is the great general interest in blockchain on the part of the industry.

Was there anything else noteworthy?

The talks with Chinese and Indian industry representatives made one thing clear: topics such as blockchain are picked up and driven forward with absolute determination. We in Europe need to keep up with the pace so that we do not fall behind.

Thank you, Stefan, for sharing your impressions.

VZB Fireside Chat with Robert Jacobi: Grasp Blockchain in 15 Minutes

VZB Fireside Chat with Robert Jacobi: Grasp Blockchain in 15 Minutes

Sometimes it just helps to talk faster – up the speech tempo from Allegro to Presto at a short notice, especially when a highly complex, multi-facetted topic demands clarification in only 15 minutes. Do it in a way where even non-experts understand what it is all about and reach a real “aha” moment.

At the recent VZB Fireside Chat, our Managing Director, Robert Jacobi was asked to do exactly that. The name Fireside Chat is a bit misleading: no flickering flames were needed on this sunny summer day. The attendees were instead lured to the rooftop terrace of the Donner & Reuschel bank building to enjoy a fantastic view of Munich’s skyline – the ideal backdrop for our co-founder to accept this 15 minute challenge.

In an entertaining tour d’horizon, Robert Jacobi gave the attendees, most of whom are managers of Bavarian publishing houses, a practical insight into one of the most discussed technology topics today: blockchain, with an emphasis on its uses in the media industry. He underlined the fact that the technology is no longer an idea for the distant future, but rather an already determining factor in many companies’ plans across various industries… at least internationally.

A marketplace such as Civil for example could fundamentally change the rules of the game in journalism because blockchain offers new, direct compensation models for high quality journalistic content – just outside the traditional publishing structures. The platform Adchain already enables the purchasing, tracking and billing of ad impressions via a blockchain ledger. In this instance blockchain prevents ad fraud and ensures transparency to the performance contribution of all intermediaries. The NYIAX ad trading marketplace works in a similar sense and provides the same benefits.

Don’t be fooled, blockchain can do much more than legally transacting secure and transparent contracts. It has the potential to take digital advertising to a whole new level. In the future, the Basic Attention Token could play a key role. It monetarily rewards users for their attention with BAT tokens, in return, the technology enables a group-specific approach targeting… A win-win situation, and thus, an ideal starting point for a rapid breakthrough of blockchain technology in this segment.

NUNATAK NETWORKING NIGHT V – READY FOR THE BLOCKCHAIN-REVOLUTION

NUNATAK NETWORKING NIGHT V – READY FOR THE BLOCKCHAIN-REVOLUTION

Making business processes faster, more effective, more comprehensible and less prone to error? Conducting and verifying transactions between individuals, companies and public institutions almost in real time? Managing and documenting supply chains? The Blockchain technology appears in so many different business contexts and may often seem like an “all-in-one”-IT-solution. However, when it comes to specific Blockchain use cases, most are still in their infancy – if at all. Not only for some people but for most, the technology is completely uncharted territory.

In order to talk about the future of distributed ledger technology, we invited four Blockchain experts to our fifth Nunatak Networking Night in the Café im Vorhoelzer Forum in Munich along with around 150 guests from automotive, finance, FMCG, information technology, marketing and journalism segments. The most relevant statements of the evening:

Dr. Stefan Hopf, Senior Consultant at The Nunatak Group
Blockchain: No future scenario but already in action.
“Decentralized transactions without intermediaries: This is the underlying concept of Blockchain”

The evening started with Nunatak Blockchain Expert and Senior Consultant Dr. Sefan Hopf giving an introduction on the topic. By presenting a few practical examples, he demonstrated how the principle of forgery-proof, digital transactions over a public ledger are already in use today. For instance, the goal of Basic Attention Token is to record users attention to online advertisements with their own web browser. The project aims to use the measured attention as a currency within an extended ecosystem for advertisers.

Sasha Borovik, Blockchain legal specialist as well as CFO & General Counsel at CloudEO AG
Blockchain: New market for investors and business angels.
“This is merely the beginning of an entire movement.”

With this message, Sasha Borovik addressed one of the most important facts in the Blockchain world: we are still at the very beginning. Blockchain created an entirely new market and offers lots of potential for investors and business angels – a pioneering spirit similar to the one at the time, when the internet had its final breakthrough at the beginning of the millennium. Through his occupation at the Cryptology Asset Group the Ukrainian lawyer and political activist deals with Blockchain companies on a daily basis. The Cryptology Asset Group invests in companies like Block.One and Galaxy Digital and supports numerous Blockchain projects in different business sectors.

Robert Crozier, Blockchain expert and head of the global center of competence for Blockchain at Allianz Technology
Blockchain: Cost reduction and chances for international companies.
“There are many companies in the field of Blockchain that think, they will disrupt the insurance business. Actually, I think we are going to do it ourselves and we will do it with scale – what most of the disruptors are missing.”

Since early 2018, Robert Crozier has managed the global center of competence for Blockchain at Allianz Technology. For him, the future of the technology lies with big companies rather than start-ups and business newcomers. The primary reason is the scalability of systems within a Blockchain. International corporations especially, have the means and experience at their disposal to take full advantage of the technology´s potential. The reduction of costs is the central benefit of the implementation of distributed ledger technology, Crozier says:
“Blockchain, at its very core, is a device for cost reduction. And if we, in insurance, reduce the cost of processing, it means we can take our products to more people – for example in developing markets.”

Felix Haas, Crypto Aficionado, Investor, Serial Entrepreneur as well as Chairman and Co-Host of Bits & Pretzels
Blockchain: Entirely new applications and universal applicability.
“I think you have to completely separate the technology around Blockchain and the potential applications from cryptocurrency trading and speculation.”

Cryptographic payment methods often dominate discussions around the technology, much to Felix Haas’ displeasure, who sees the technology as more than that. The Host of Bits & Pretzels did however find some positive words about cryptocurrencies – last year he even tried to sell an apartment for Bitcoins. Nevertheless, in his view the real potential of Blockchain technology does not exclusively come in the form of digital currency. Actually, the technology is highly universal and provides the opportunity for completely novel applications with corresponding use-cases.

Curious? A video of the event is available on our Facebook site. Also, we demystify Blockchain in our current Update Paper and convey insights on the functions and implications of the technology.

Blockchain luminary Don Tapscott relies on the know-how of our colleague Stefan Hopf

Blockchain luminary Don Tapscott relies on the know-how of our colleague Stefan Hopf

Our senior consultant Dr. Stefan Hopf wrote a white paper on “Blockchain and Industry 4.0” for the globally recognized Blockchain Research Institute (BRI). In order to do so, Stefan analyzed concrete case studies and led interviews with industry experts in the fields of economy, law, technology and production. Among others, he talked to Dr. Reinhold Achatz, CTO of ThyssenKrupp AG, Prof. Dr. Dres. h.c. Arnold Picot, the late head of research for information, organization and management at LMU Munich, and Güngör Kara, Director of Global Application and Consulting at EOS GmbH.

The founder of the Blockchain Research Institute, Don Tapscott, took notice of our Blockchain expert during his time at Airbus, when he was working on a related project. The two have been cooperating with each other since May 2017. Don Tapscott represents for the worldwide Blockchain community, what famous conductor Kent Nagano represents for today’s classical music: pioneership and expertise. Initially he received attention in the professional public by establishing the think tank nGenera Insight in 1993. The entrepreneur and former mayor of Edmonton has written over 15 books, including best sellers such as Wikinomics: How Mass Collaboration Changes Everything. In 2016 he made noise in the world of Blockchain for the first time; in cooperation with his son Alex Tapscott, he produced the popular scientific publication Blockchain Revolution: How the Technology Behind Bitcoin is Changing Money, Business, and the World. Subsequently, they initiated the Blockchain Research Institute (BRI). Since then the institute has been involved in over 70 Blockchain related projects.

Stefan´s article underlines once more: Blockchain is no longer just a pipe dream for teckies – it has also arrived in our global economy. Boeing, for example, is working on lifecycle data collection and storage through Blockchain. Maintenance companies will be able to access data on manufacturing, operations and upkeep of an airplane over a distributed ledger system.

 

 

Source: My IBM

Becoming curious? In our latest update paper, we demystify the blockchain and provide exciting insights into how the technology works and its effects.

Nunatak coaches Bertelsmann executives on digital trends

Nunatak coaches Bertelsmann executives on digital trends

How do you link the blocks within a blockchain? How many tasks can be taken over by chatbots? Our Nunatak experts Rupert and Stefan discussed these and other exciting, up-to-date questions with their participants at an interactive workshop in Amsterdam. As part of the Bertelsmann University’s talent coaching program, Nunatak coached international executives from Bertelsmann SE, Arvato, Gruner + Jahr, RTL and BMG on recent trends in the digital world.

In the workshop, our Nunatak experts not only imparted methodical digital knowledge, but also gave insights into the latest digital trends. Whether blockchain, artificial intelligence, the Internet of Things, social media or augmented/virtual reality – our experts and the workshop participants agreed that these digital technologies are fundamentally changing the rules of the game for more and more industries and companies. In particular, the impact of blockchain technology on advertising was a hot topic in Amsterdam.

Nunatak at the BIG DATA Marketing Day: How blockchain technology will transform advertising

Nunatak at the BIG DATA Marketing Day: How blockchain technology will transform advertising

“Blockchain technology will fundamentally change the digital economy” – A statement that is being increasingly seen in today’s media. The disruptive effect of blockchain often raises more questions than answers. Although cryptocurrencies like Bitcoin already demonstrate how blockchain can rattle the entire financial sector, building the bridge to other industries has proved to be challenging. Establishing and clarifying possible bridges was Dr. Stefan Hopf’s goal while speaking at the BIG DATA Marketing Day in Vienna on February 27th.

Figure 1: Blockchain based transactions work without intermediaries

Decentralized transactions without intermediaries: This is the basic idea of blockchain technology. It enables collaboration between two or more parties without a common basis of trust and without a neutral mediation authority. In a blockchain, the elements of “trust” and “authority” are taken over by a machine. The digital currency Bitcoin, developed and launched in 2008, is considered as first real implementation of the blockchain principle. The basic idea was to enable safe and forgery-proof monetary transactions without traditional banks or other intermediaries via a cryptographic currency. Security and counterfeit protection is ensured by a ledger: A digital register that contains the entire history of transactions. This register is distributed among all participating computers and is accessible to all parties. Therefore, a blockchain is also referred to as ‘distributed ledger technology’.

The use of blockchain technology for payment processing has long since ceased to be a prototype. In addition to financial transactions, blockchain also can enable any other transaction type and offers new solutions to numerous complex business problems. In the marketing world, for example, there a many blockchain platforms that face certain challenges in the advertising market: NYIAX is a blockchain-based trading platform for future advertising placements. The platform adChain deals with the growing problem of bot traffic and ad fraud. The goal of a Basic Attention Token is to capture users´ attention to online advertisements using their own web browser Brave. This project aims to use the measured attention as a currency within an extended ecosystem for advertisers.

Figure 2: Basic Attention Token

There is no shortage of ambitious blockchain projects in the field of advertising. But Dr. Stefan Hopf also made the audience in Vienna think outside of existing blockchain Start-ups. Among other things, he discussed the possibility of direct business between advertisers and publishers without intermediaries, the personalization of Ads via an advertising blockchain or the redundancy of expensive auditing processes due to the transparency of the technology.

How exactly blockchain will transform the advertising industry is still impossible to predict today – it’s almost certain though that we won’t get around the technology in the future.

Time to Talk: Transatlantic Digital Debates

Time to Talk: Transatlantic Digital Debates

Conny Dörfler, in the team of the ARD Chairman at Bayerischer Rundfunk for the next two years, talks to Nunatak about the Transatlantic Digital Debates, which we supported in 2017.

Conny, you participated in the Transatlantic Digital Debates. Can you tell us about what is debated there?

The two Global Public Policy Institute Think Tanks from Berlin and New America from Washington organize the Transatlantic Digital Debates together. Every year, a group of young people spends two weeks taking a closer look at the future of the digital society.

What was the professional background of your group?

Our group consisted of nine Germans and nine Americans from the fields of science, politics and the economy. We spoke to experts and practitioners from different areas in order to understand the challenges of digitalization for transatlantic relationships. In order to do so, two discussion phases took place in Germany and the USA, each lasting one week. The contributors we were able to talk to were extremely interesting. Even more exciting, however, was the networking effect with the other participants. It became clear to us all how fruitful it is when people from different cultures and professional backgrounds discuss with each other. I would also like to integrate this into my everyday work.

What did you find most fascinating during the two weeks?

Of course, I found the topics I also encounter in my everyday work particularly exciting. And this year, both in Germany and the USA, fake news was a huge topic. It was interesting for me to understand that the fake news itself is not the actual problem, as it is possible to “combat” this from a technological or editorial perspective. However, the underlying problem that certain social groups are receptive to such manipulation has not yet been solved. As such, we repeatedly discovered in our Transatlantic Digital Debates that things we observe in the digital world are often just a reflection of or a catalyst for social problems.

During our discussions, we also noticed that technologies do not fundamentally change human behavior, but that expectations change. Thanks to social media, for example, people have become used to the possibility of personalization and interaction and of fast feedback. They now also have these expectations of political processes. As a result, politics – just like companies – are faced with the challenge of completely rethinking the involvement of the “customer”.

During your week in the USA you also went to Austin, Texas – what impressed you most there?

Austin is not only a city with many start-ups. The city administration also wants to go digital. There is an innovation office in the City of Austin for this purpose. Working like an in-house consultancy, the Office of Innovation uses Design Thinking methods and looks for user-centric solutions and services that can improve the lives of the city inhabitants.
And it was the team from the city administration that impressed us most during our week in the USA! I can really recommend applying to participate in the Transatlantic Digital Debates. Not only because I took away many suggestions and ideas for my everyday work but also because of the interesting people you get to know in the program – a network I’m sure to benefit from for a long time to come!