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

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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