Executive Luncheon – May 13, 2015

Ira Kaufman, PhD Sam Rasoul, MBA

Entwine Digital

DIGITAL OR DEATH?

“

“[Television] won't be able to hold on to any market it captures after the first six months. People will

soon get tired of staring at a plywood box every night.”

– Darryl F. Zanuck, head of 20th Century-Fox, 1946

““What use could this company make of an electrical toy?”

– Western Union president William Orton, responding to an offer from Alexander Graham Bell in 1876 to sell his telephone company to

Western Union for $100,000.

Did you ever wonder why very successful executives globally know that digital will revolutionize marketing, and create a strategy, yet know they can’t execute it?

81%AGREE

““Only a third of executives believe that their approach to digital is

correct”“

⅙ have the skills to execute the strategy

DO YOU FEEL THAT DIGITAL IS DISRUPTIVE?

ExecutivesVS

Millennials

EXPONENTIAL GROWTH OF

DIGITAL TECHNOLOGIES

Link to Video

DIGITAL TRANSFORMATION

Transform or face Digital Darwinism

"When technology and society change faster than businesses are able to adapt, then the result is extinction"

EXECUTIVES HAVE ONLY 1 CHOICE

Global Digital Landscape

New Business Models

Strategizing with teams to develop competitive advantage

Integrating Millennials into a strategy to sustain your market position

Coaching executives to adopt a digital mindset

WHY AM I HERE?

Helping values-driven business to leave a legacy

ManagingChange

DigitalTechnologies

WE DON’T KNOW WHERE TO START

“

Digital Mindset◦ Flexibility◦ Integrity◦ Transparency◦ Openness

Cultures Clash◦ What is the

advertiser telling us about his marketing practices?

◦ What is the consumer telling us about her mindset?

◦ Link to Video

THE BREAKUP

IT WAS NOWControlled interactions Interactive dialogue

1 way messages 2 way messaging

Advertising not trusted Genuine communication among peers

Self-referencing Consumer judge quality

TV, radio, billboards Social media, mobile, video

Arrogant attitude Respectful attitude

Not responsive Flexible

Dogmatic Listening

RULES HAVE CHANGED

““Twitter added live streaming video — the last advantage the TV guys think they have over the digital disruptors.”

TURNS an iPhoneinto a video broadcaster

“

Live streaming video goes viral

“Zapcode connects to French-themed selfie via packets of flavored chips or pose with Wise’s famous owl mascot. Share across social channels, bridging

the on and offline experience.”

Zappar Augmented Reality

Integrating Zapcode with Vusayed Video

Hover over zapcode Connect to Vusayed video & other digital content

CUSTOMER IS BOSS

Impact: The Customer is Now in Charge◦ Very brand loyal◦ Blogs about every store visit◦ Uses e-coupons◦ Is a trendsetter◦ Shares pictures on social channels◦ Looks up pricing on mobile at

brick-and-mortar location

© 2014 Gartner. Inc

“DIGITAL FIRST” STRATEGY

◦ Active listening pervades company◦ Data driven◦ Customer and employee centric◦ Integrated◦ Innovative

From Consumer behavior to Data-Drive, Influence Marketing

DIGITAL INVOLVEMENT CYCLE

“Values will affect processes, from product design and hiring new

employees to evaluating performance and

customer communications.

– J.E. Rash

INTEGRATE VALUES

BREAKTHROUGH INNOVATION

Digital Innovation Unit◦ Low risk◦ Cross functional◦ Below radar◦ Empower employees

“

DIGITAL INNOVATION UNIT

“ “Values-driven business leave a legacy”“

“

CREATING SHARED VALUE [CSV]◦ Sustainability crosses all generations

and cultures◦ Millennials want to make a positive

impact on the world◦ Four-dimensional bottom line:

people, planet, profit, prosperity◦ Generate sustainable outcomes

“ “Change the Way You Think About Change”“

““How Can Digital

Impact Your Business?”“

Listen & Collect Data

◦ Link to Video

G-MALE

Thanks!ANY QUESTIONS?Contact Me:Ira Kaufman, PhD • Sam Rasoul, MBA Entwine Digitalemail: Ira@entwinedigital.com; sam@entwinedigital.com

Presentation crafted by Spencer Ploessl [a millennial] of Synecore [a digital agency]