Post on 07-Jan-2017
M A S T E R I N G
D i g i t a l
Transformation i n B 2 B C O M M U N I C A T I O N
DOWNLOAD THE SLIDES www.speakersbase.com/JO
Hi, I’m Jo Caudron Active in digital since 1993
Internet entrepreneur involved in 20+ start-ups.
Founding Partner of Duval Union Consulting
@jcaudron jo@duvalunion.com
We are business consultants for a digital
world.
Our mission is to help organization transform.
Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who Are You?
Sold in 40 countries!
Expect a smack in the face…Digital Disruption is real
What is your
What do These 4 have in common?
You have a C H O I C E
Disruption
Modeling
Transformation
You have a C H O I C E
Disruption
Modeling
Transformation
Fear
Insight
Direction
1995+ Music Photography Video Rental …
2005+ Print Media TV Travel HR …
2015+ Retail Healthcare Automotive Education Telco Food FMCG Banking/Insurance …
2025 All Safe havens will be subject to digital disruption …
WAVES OF Disruption
What can we learn?
What can we learn?
Digital Disruption is a story of…
%
This is NOT our storyYOU THEM
We are COMPLIANT! We are a TRUSTED partner!
We have DECADES of experience! We are on SOCIAL MEDIA!
YOU
We are COMPLIANT! We are a TRUSTED partner!
We have DECADES of experience! We are on SOCIAL MEDIA!
THEMBut your
app sucks
I want experience
Uhh..ok
Cheaper AND better
Hey this solves my problem!
I don’t want to wait a week
NEW
This IS our story
The Tipping Point
YOU THEM
THE IMPACT OF D I G I T A L
Slicing the Elephant
creates Insight@jcaudron
The relationship is changing between the organization and the outside world.
The Glass House
@jcaudron
The Glass House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
The Glass House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
The Glass House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
Maersk,uses the strength of social media as a B2B
marketing tool.
Cisco makes use of the snapchat platform to highlight the company
culture and create marketing content through story telling.
The Glass House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
The Glass House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
Transparency on wages
comparably.com
The evolution of unbundling and how this changes your products, services and go-to-market.
The Package
@jcaudron
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Angry Birds Twitter, Facebook
Newspaper Website
CNN online / app
Blogs
Vertical sites and specialties portals
Yelo App Apple TV
Spotify
Sporza.be
LinkedIn, Monster, ...
eBay
Pinterest, blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter, Facebook
RSS
Breaking news
In-depth analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
Culture
Trends & Lifestyle
LinkedIn for Business. Use the platform to attract new
employees, market your brand, start social selling.
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
SmartNews, a personalized news discovery app raises $38M at a $500M valuation
smartnews.com
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
DOZ is an automated marketing platform. it provides an all-in-one
marketing software and on-demand marketers.
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Speed as a differentiator
jobtoday.com
The position in the value chain is challenged. You can bypass, or be bypassed.
The Frog
@jcaudron
The Frog Bypassing Virtualization Fragmentation of touchpoints
BypassingIf you can sell expensive cars online, you can sell anything online.
The Frog Bypassing Virtualization Fragmentation of touchpoints
When brands become media.
Pulse is LinkedIn's content brand, recommending news articles as well as
stories from LinkedIn's "influencers," who use the network as a content
marketing platform.
The Frog Bypassing Virtualization Fragmentation of touchpoints
Opinion making is challenged. New players can dominate the attention of people.
The Gatekeeper
@jcaudron
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
The traditional gatekeeper
New “experts” ++
+
Alibaba bought The South China Morning Post for $262M
techcrunch.com/
The Frog Bypassing Virtualization Fragmentation of touchpoints
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Brave replaces “Bad ads” with “Brave ads” from their partners.
Users can choose whether or not to see the Brave ads and receive
micropayment in bitcoin in return. https://brave.com/
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Google invests $30M in European news tech companies to help
stimulate innovation in digital journalism over the next 3 years
techcrunch.com/google-invests-30-million-in-european-news-tech-companies
Glassdoor let’s you review your company. It has a $1B valuation and over 10M company reviews
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Recommendation based hiring
referralmob.com
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
99 Designs. New ways to find partners
and customers.
referralmob.com
Primary location and place of consumption are changing. There is a need to merge offline and online
The Traveller
@jcaudron
@jcaudron
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Globally, people aged 16-45 are now watching as much online video as television: 204 minutes of video a day, split equally between TV and online (mobile/desktop/
tablet)adweek.com/news/technology/young-or-old-everyone-seems-online-video-much-tv-now-167541
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
After Facebook and Twitter, YouTube is now also creating its own livestreaming app
techtimes.com/google-reportedly-developing-youtube-connect-a-livestreaming-app-to-compete-with-periscope
Businesses thrive on ambassadorship
Virtualisation of collaboration.
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Work from anywhere.
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Start a business from anywhere.
Coordinate teams from anywhere
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Consumers are uniting. The power of the crowd can be good or bad for your organization.
The Participant
@jcaudron
The Participant Community Power of the crowd Sharing economyCollaboration
YouTube now lets creators crowdsource subtitles, add translated titles and descriptions: soon content will be
available in any language
venturebeat.com/youtube-now-lets-creators-crowdsource-subtitles-add-translated-titles-and-descriptions/
The Participant Community Power of the crowd Sharing economyCollaboration
Google’s new app Crowdsource asks users to help with translation,
transcription & more.
venturebeat.com/youtube-now-lets-creators-crowdsource-subtitles-add-translated-titles-and-descriptions/
The Participant Community Power of the crowd Sharing economyCollaboration
Crowdfunding is changing companies’ go-to-market
strategy.
Technology keeps progressing. We are only at the beginning of the digital revolution.
The Cyborg
@jcaudron
The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
All the Media companies into AR/VR
cbinsights.com/blog/media-companies-investing-ar-vr/
The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
Robots are writing their ‘own’ stories now. AI such as Wordsmith are being
used to write the less rewarding stories instead of human journalists.
They can draft reports on marketing, business activity, financial results,…
The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
Magic Leap; A US start-up that is betting more then half a billion dollars that it will dazzle you with its approach to creating
3D-imagery.
The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
(Start-up) companies are using machine learning to predict the best time to
reach you, on what device and tailor email messages based on your online
behaviour.
Are you
Scared or
Inspired?
@jcaudron
Don’t worry, we’ve got a PLAN
@jcaudron
Digital Transformation is a complex and never-ending
journey
@jcaudron
YOU NEED TO Scan YOUR
ENVIRONMENT @jcaudron
DETERMINE THE IMPACT
@jcaudron
CREATE A North Star VISION
@jcaudron
DEFINE A Transformation STRATEGY
@jcaudron
DEFINE A Transformation STRATEGY
@jcaudron
BUILD A ROAD MAP
@jcaudron
KNOW
YOUR
AUDIENCE
WHO DO YOU SERVICE?
@jcaudron
WHO DO YOU SERVICE?
@jcaudron
WHO DO YOU SERVICE?
@jcaudron
WHO DO YOU SERVICE?
YOU CHALLENGERS
The Challengers move into your space, when will you move into theirs?
BUILD a new ORGANIZATION
From ... ... to
The Business
Digital (at the sideline)
Digital in the core
The BusinessDigital (at the
sideline)
The Business
Digital (at the sideline)
From ... ... to
The BusinessDigital (at the
sideline)
Digital in the coreThe Business
Digital (at the sideline)
Digital in the core
Digital in the core
Digital in the core
From ... ... to
From an outdated MOTHERSHIP
From an outdated M o t h e r s h i pTO A modern
F L E E T
YOU NEED DIGITAL Leadership
TRANSFORMATION STRATEGY
ROADMAP
DIGITAL LEADERSHIP & CAPABILITIES ASSESS
TEAMSTRAIN & COACH
CHANNEL STRATEGY
POLICY & GOVERNANCE
SET-UP AND ROLL-OUT RUN
ROLL-OUT DIGITAL OFFICE
RUN DIGITAL OFFICE
CUSTOMER ENGAGEMENT
CHANNELS
PLATFORM DESIGN
REQUIREMENTSPARTNER
SELECTIONRFP CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP BUSINESS MODEL
PROJECT KICK-OFF
START-UP KICK-OFF (FUNDING, INCUBATION)
RUN PROGRAM/DEVISION/…
RUN START-UP (COACHING,
ADVICE)
START-UP BUSINESS
TRADITIONAL BUSINESS
TRANSFORMATION STRATEGY
IMPACT ANALYSIS NORTH STAR
VISION OF YOUR FUTURE
SCAN MARKET TRENDS & INTERNAL DIGITAL
READINESS
@jcaudron
TO PULL THIS OFF YOU WILL NEED…
@jcaudron
M I N D S E T@jcaudron
M E A N S@jcaudron
M A N D AT E@jcaudron
BREAKOUT SESSION
Which 2 metaphors are the most disrupting for you?
Glass House
Package
Frog
GatekeeperTraveller
Participant
CyborgTHE WHEEL OF
CHANGE
New experts and our peers decide what matters
People participate, share and co-create
their future
The relationship with the market changes
New experiences in product, service & packaging
The position in the value chain changes
Mobile gives access to everything, everywhere, every time
Technology keeps progressing. We are only at the beginning of the digital
revolution.
Thank You!
DOWNLOAD THE SLIDES www.speakersbase.com/JO