Strategy for a Digital World

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STRATEGY FOR A DIGITAL WORLD (THE 30’ VERSION) @gerriesmits x @BestInternet2016 3/11/16

Transcript of Strategy for a Digital World

Page 1: Strategy for a Digital World

STRATEGY FOR A DIGITAL WORLD (THE 30’ VERSION)

@gerriesmits x @BestInternet2016 3/11/16

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Hello! Tere! Hommikust!

:)

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Aitäh, Little Miss SquirrelTHX

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• 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

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• 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

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Some organisations I worked with/for

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Today’s storyO

FROM DIGITAL STRATEGY TO STRATEGY FOR A DIGITAL WORLDBu

sine

ss D

ev

Prod

uct

HR

Dig

ital

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Today’s objective: A-Ha!O

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We live in a world…

1st

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The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations

4

IBM study

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Average period a company stays in S&P 500!

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Why Tap when we can Talk? wtf

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Data-Driven Educationwtf

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We know who /where you arewtf

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Mobile internet >> 80% of adults have mobile phonewtf

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A/B Testing Potato Fields with Drones

wtf

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• Technologie

• UX

• Data

• Resources

• Security

• KPIs

• Partners

• …

If we do this peer-to-peer, it gets cheaper

wtf

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• 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

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Biggest crowdfunding project ever, with crypto-currency

wtf

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We live in a world where…wtf

Your own WTF moment

here…

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Rest assured

photo by http://www.dallasclayton.com/

phew

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1998Q

They were 7 when YouTube launched

Year of birth for people who are/turn 18 this year

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“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

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Marketing innovation

WOW

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#reach #target #segmentationYES!

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#push #pushharder

YES!

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Let’s face itSO

15,7%

2014

20%

2015

26,3%

2016

32%

2017

% of internet users who installed ad blocking (US)

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Tax on Irrelevance€€

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You don’t reach anybody.

You earn (a fraction of attention from)

somebody.

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“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/

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Redefine Digital

re:

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Digital creates friction & uncertainty

?

Technology

People Your Business

fact

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Chase technology? Impossible & tiring

Peak of inflated expectations

Through of Disillusionment

Slope of Enlightenment

Plateau of Productivity

fact

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smile #weneedanapp

source: Phil Adams

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People are the steady bitfact

Human needs and motivations

remain pretty constant

Technology is volatile and

changes rapidly

+ = ?

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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.

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This way of thinking is pointlessnah

Bus

ines

s D

ev

Cor

pora

te

Pro

duct

HR

Dig

ital

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My framework The Flip

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Putting people centralflip

TO STRATEGY FOR A DIGITAL WORLDFROM DIGITAL STRATEGYB

usin

ess

Dev

Pro

duct

HR

Dig

ital

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Really, really, really understanding people

1

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• 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.”

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Our brains are positive illusion factories. (…) 94% of college professors report doing above average work.

““

Dan & Chip Heath, authors of ‘Switch’

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Functional / Convenience

00

Emotional

Individual Group

The multi-faceted user/customer

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People & needs are fairly robustphew

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Ready for muddy waters of tech>>

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Technology and what it means for the user

2

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Catch the CODs*tech1

* COD = Characteristic of Digital

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#personalisationcod

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#decentral #bottom-up #disintermediation

cod

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#selfpublishing (#pushydad) • Arcade City

cod

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What user need does the technology tap into?

tech2

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#extreme-convenienceneed

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#access #experience #belongingneed

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#your-own-imaginationneed

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Change in people’s expectation?tech3

source: commons.wikimedia.org

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• How to get user data?

• How to learn from data?

• How to get data scientists?

Twitter is so sloooow!wtf

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“You know I bought those shoes…”from

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• How to get user data?

• How to learn from data?

• How to get data scientists?

“You know I’m feeling sad…”to

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Pains & gains for your business3

Mission

Product

Process

HRM

arCo

mm

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Creates different lenses to spot opportunities

look

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From What to Whyproduct

This afternoon:

More on the Jobs To Be Done methodology

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Focus on the Whylove

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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

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FROM Making People Want Things

TO Making Things

People Want

flip

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sub

Content WHAT

Channels WHERE

Form HOW

User WHO

Needs WHY

Evaluation DATA

Why Care, Why Share?

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ACTIVITIES

TOOLS

ADVERTS

CONTENT

PURPOSE

Impact on Messaging

Source: Faris Yakob

MC

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MC User-centric channel thinking

Be where people care2.0

Be where people are1.0

Be where people share3.0

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#Energyondemand

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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

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Lean Start-up Philosophy

Create

Measure

Learn

agile

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“We’ve got some budget left. We need to spend it this year.”

NOT

A often-heard phrase around October/November

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The MarTec Challenge

skill

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# 1 attribute for success in digital world according to business leaders? Empathy

study University of South California

skill

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• 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

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Breathe in, breathe out

</>

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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."

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Let’s look at technology as wind

Let’s

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Let’s realise it’s a bumpy rideLet’s

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Let’s all embrace each other

Let’s

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For this afternoon#

Tweet me >> What is the 1 thing

you would like to learn? @gerriesmits

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SEE YOU @ 1300 >>

[email protected] +32 491 354 365

@gerriesmits