Strategy for a Digital World
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STRATEGY FOR A DIGITAL WORLD (THE 30’ VERSION) @gerriesmits x @BestInternet2016 3/11/16
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Transcript of Strategy for a Digital World
STRATEGY FOR A DIGITAL WORLD (THE 30’ VERSION)
@gerriesmits x @BestInternet2016 3/11/16
Hello! Tere! Hommikust!
:)
Aitäh, Little Miss SquirrelTHX
• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
20 years experience in industries that got disrupted by internet
Music Industry
TV
Print Media
Marketing
Govern-ment
• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
Now: impact of digital & what to do with it
+
Comms
Marketing
Business/Product
Organi-sation
Education
Some organisations I worked with/for
Today’s storyO
FROM DIGITAL STRATEGY TO STRATEGY FOR A DIGITAL WORLDBu
sine
ss D
ev
Prod
uct
HR
Dig
ital
…
Today’s objective: A-Ha!O
We live in a world…
1st
The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
Average period a company stays in S&P 500!
Why Tap when we can Talk? wtf
Data-Driven Educationwtf
We know who /where you arewtf
Mobile internet >> 80% of adults have mobile phonewtf
A/B Testing Potato Fields with Drones
wtf
• Technologie
• UX
• Data
• Resources
• Security
• KPIs
• Partners
• …
If we do this peer-to-peer, it gets cheaper
wtf
• How to get user data?
• How to learn from data?
• How to match data to your products?
• How to match data to our marketing?
• How to get data scientists?
DIY Self-driving carwtf
Biggest crowdfunding project ever, with crypto-currency
wtf
We live in a world where…wtf
Your own WTF moment
here…
Rest assured
photo by http://www.dallasclayton.com/
phew
1998Q
They were 7 when YouTube launched
Year of birth for people who are/turn 18 this year
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”- Jack Welch, ex-CEO General Electric
Marketing innovation
WOW
#reach #target #segmentationYES!
#push #pushharder
YES!
Let’s face itSO
15,7%
2014
20%
2015
26,3%
2016
32%
2017
% of internet users who installed ad blocking (US)
Tax on Irrelevance€€
You don’t reach anybody.
You earn (a fraction of attention from)
somebody.
“It’s not about innovation. It’s competence. It’s the basics. “- Russell Davies, advertising strategist
Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/
Redefine Digital
re:
Digital creates friction & uncertainty
?
Technology
People Your Business
fact
Chase technology? Impossible & tiring
Peak of inflated expectations
Through of Disillusionment
Slope of Enlightenment
Plateau of Productivity
fact
smile #weneedanapp
source: Phil Adams
People are the steady bitfact
Human needs and motivations
remain pretty constant
Technology is volatile and
changes rapidly
+ = ?
Strategy for a Digital World“”
Digital is not about implementing technology.
It’s understanding and applying a set of principles, ways of working and a
culture to meet people’s needs, behaviours &
changing expectations.
This way of thinking is pointlessnah
Bus
ines
s D
ev
Cor
pora
te
Pro
duct
HR
Dig
ital
…
My framework The Flip
Putting people centralflip
TO STRATEGY FOR A DIGITAL WORLDFROM DIGITAL STRATEGYB
usin
ess
Dev
Pro
duct
HR
Dig
ital
…
Really, really, really understanding people
1
• Ik doe stakeholder-interviews om inzicht te krijgen in behoeften, verwachtingen en hindernissen.
dixit Faris Yakob
“Customers are not the same as people.
Customers are to people as waves are to water.”
Our brains are positive illusion factories. (…) 94% of college professors report doing above average work.
““
Dan & Chip Heath, authors of ‘Switch’
Functional / Convenience
00
Emotional
Individual Group
The multi-faceted user/customer
People & needs are fairly robustphew
Ready for muddy waters of tech>>
Technology and what it means for the user
2
Catch the CODs*tech1
* COD = Characteristic of Digital
#personalisationcod
#decentral #bottom-up #disintermediation
cod
#selfpublishing (#pushydad) • Arcade City
cod
What user need does the technology tap into?
tech2
#extreme-convenienceneed
#access #experience #belongingneed
#your-own-imaginationneed
• How to get user data?
• How to learn from data?
• How to get data scientists?
Twitter is so sloooow!wtf
“You know I bought those shoes…”from
• How to get user data?
• How to learn from data?
• How to get data scientists?
“You know I’m feeling sad…”to
Pains & gains for your business3
Mission
Product
Process
HRM
arCo
mm
…
Creates different lenses to spot opportunities
look
From What to Whyproduct
This afternoon:
More on the Jobs To Be Done methodology
Focus on the Whylove
As old as the job
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”
- Philip Kotler, inventor of marketing
shock
FROM Making People Want Things
TO Making Things
People Want
flip
sub
Content WHAT
Channels WHERE
Form HOW
User WHO
Needs WHY
Evaluation DATA
Why Care, Why Share?
ACTIVITIES
TOOLS
ADVERTS
CONTENT
PURPOSE
Impact on Messaging
Source: Faris Yakob
MC
MC User-centric channel thinking
Be where people care2.0
Be where people are1.0
Be where people share3.0
#Energyondemand
If something has a 1.5 viral lift and 100,000 views and
above, that was worth doing.
It’s a failure if you have 400,000 views and a 1.1 or 1.2
lift. That’s a flop.
We all need some SHO“
“
Matt Stopera,Sr Editor Buzzfeed
SHO
Lean Start-up Philosophy
Create
Measure
Learn
agile
“We’ve got some budget left. We need to spend it this year.”
NOT
A often-heard phrase around October/November
The MarTec Challenge
skill
# 1 attribute for success in digital world according to business leaders? Empathy
study University of South California
skill
• Informeren →“Ah ja, nu snap ik waar die opleiding over gaat.”
• Image building →“Wow, kijk eens wie er allemaal betrokken is in deze opleiding"
• Vertrouwen →“Maar het educatief luik is ook wel in orde.”
ZLM loves NPSbonus
- Clay Christensen
Breathe in, breathe out
</>
Let’s put people in the middleLet’s
"Digital is not about implementing technology.
It’s understanding and applying a set of principles, ways of working and a
culture to meet people’s needs, behaviours &
changing expectations."
Let’s look at technology as wind
Let’s
Let’s realise it’s a bumpy rideLet’s
Let’s all embrace each other
Let’s
For this afternoon#
Tweet me >> What is the 1 thing
you would like to learn? @gerriesmits
