London Business School Lecture 2016
221
Agenda (ish) A look at the digital landscape - 1 hr Coffee Break - 15 mins My Case Studies - 1 hr Pairs Exercise - 30 mins Q & A
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Transcript of London Business School Lecture 2016
Agenda (ish)
A look at the digital landscape - 1 hr
Coffee Break - 15 mins
My Case Studies - 1 hr
Pairs Exercise - 30 mins
Q & A
#letstalkdigital
No Social Media!!!
Disruption
35% marriages - 2005 & 2012 started online
50% through dating sites
20% social networks
15% chat rooms / messaging
• World’s largest taxi company owns no taxis (Uber)
• Largest accommodation provider owns no property (AirBnB)
• Largest phone companies owns no telco infrastructure (skype,wechat)
• Most valuable retailer owns no inventory (Alibaba)
• Most popular media owner creates no content (Facebook)
• Largest movie house owns no cinemas (Netflix)
• Largest software vendors don’t write the software (Apple and Google)
Source: @ibmge
Digital Disruption
The Rise of the YouTuber
4,908,576 subscribers • 349,515,420
views
7,376,939 subscribers • 829,433,481
views
9,920,949 subscribers • 946,861,280
views
10,079,850 subscribers • 675,172,769
views
10,079,850 subscribers • 675,172,769
views
Two Lessons
Lesson 1.
10,079,850 subscribers • 675,172,769
views
Lesson 2.
The Rise of the Millennial
millennial
mɪˈlɛnɪəl/noun
plural noun: millennials
a person reaching young adulthood around the year 2000.
How long do you spend online each day?
I'm online for my job and my downtime. I'm constantly connected, even
down to my entertainment, it's all streamed through Netflix, Now TV or
Catch up channels. When I'm awake: I'm connected.
Can you imagine a world without the internet?
I can imagine it, but it would be a struggle!
Millennials turn to YouTube before
2016 - What’s Important
RIGHT NOW
1). The space I own
84
Define ‘Reach’: In the application of statistics to advertising
and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium du
2). Influencer Marketing
diff between celeb and influencer - show of hands
Is this an Influencer? - lady Ga Ga
diff between celeb and influencer
Is this an Influencer? - Paul Boag
3). Persona Development
Buyer personas are fictional, generalised
representations of your ideal customers.
They help you understand your customers (and
prospective customers) better, and make it easier
for you to tailor content to the specific needs,
behaviours, and concerns of different groups.
Bob
Lucy
4). Becoming a Social Selling Expert
5). Understand Context Marketing
Definition: Delivering the right content, to the right people, at the right time across the right channels
6). Consistent Content Marketing
https://www.youtube.com/
watch?v=jAF2hZxdFRE
Emirates
2,176,818 views
16,658 views
2,359,627 views
7). Google is still HUGE
100 Billion Searches Per Month
Source: MOZ
1. Outreach
2. Content Review
3. Site Improvements
Search is changing…
Google voice - 2011
8). The rise of Visual Platforms
9). Team Engagement
Coffee Time
Welcome Back
Project 1
We aim to revolutionise the work dining experience, by enabling employers to benefit
their employees through partial meal sponsorship. We target London-based companies in
IT and financial sectors that want to offer additional benefits to their employees.
Employees will be issued with a (contactless) payment card which they can use to pay for
their meals. Meal costs will be covered by the employer as a benefit, by the employee
through salary sacrifice or via regular top-up. This unexpected benefit to employees will
increase employer attractiveness, improve motivation, productively and will lead to
various cost savings.
“Strategy without tactics is the slowest
route to victory. Tactics without strategy
is the noise before defeat.”
Sun Tzu
Your brand is your reputation – the perception of you held by
the external world. It is the combination of personal
attributes, values, drivers, strengths, and passions you draw
from that differentiates your unique promise of value from
your peers, and helps those assessing you to determine if
they should hire you or do business with you.
http://www.careercast.com/career-news/10-step-personal-branding-worksheet
Trust, Authenticity, Consistent
Persona Development
Bob
Lucy
Owned Space
Company Blog Sites - Show Personality -
Hubspot
Solve My probs
Be Useful
Be Engaging
Be Different
Reed Global• Planned & Executed entire employers advice hub.• 69 new pages indexed on Google.• Over 100 new rankings.• 14642 new page views since we’ve been working
together.
answerpublic - emp ben
• followerwonk - HR directors
• linkedin - HR directors
youtube interviews?
Project(s) 2
i) The business idea is to establish a premium speciality coffee roastery/shop chain that sources premium coffee
from a single plantation around the world, roast it to perfection and deliver a freshly brewed cup to coffee
enthusiasts. Our customers will come for the experience, to socialize, to interact with baristas, learn about coffee
and trace their favorite coffee’s origin. We aim to be part of the cultural and artistic scene in the cities we operate
in, creating a hip and friendly urban atmosphere and elevating the taste and passion for coffee.
ii) Curating exceptional wines from relatively unknown suppliers, in the process helping quality producers manage
ebbs and flows in production and cash flow. We package this top quality product into our own branded lightweight,
portable and unbreakable, 1.5lt boxes. Box wine our customers can enjoy anywhere —without having to worry
about a corkscrew or broken glass. It’s eco-friendly, requiring less energy and cost to produce, store and transport
than bottled wine. An understated brand promoted solely through influencers that allows our confident, informed
customers to enjoy exceptional wine, at a significantly lower price, that stays fresh for at least four weeks after
opening.
Owned Space
?
Final Few
Connect with me:
Blog: www.iambanksy.co.uk
YouTube: www.youtube.com/alastairbanks
Twitter: @banksy6
LinkedIn: uk.linkedin.com/in/alastairbanks
Instagram: www.instagram.com/banksy6
Snapchat: banksy_66
