Mais conteúdo relacionado Semelhante a Association of Business Psychologists Presentation (20) 1. clued
Source: McKinsey July 2012 -The Social Economy, UnlockingValue and Productivity
Your Future As A Business Psychologist
& How To Prevent It From Happening!
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Mac MacPherson
at
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Who Am I?
I am Mac MacPherson and “tonight Matthew, I am going to be...”
consultant consultant consultant consultant consultantmac
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Daddy,What’s A Business Psychologist?
Business Psychologist
Occupational Psychologist
Executive Coach
Management Consultant
Leadership Coach
Change Consultant
Career Coach
HR Consultant
Performance Coach
Emotional Intelligence Consultant
Organisational Development Coach...
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Psychometric Testing
Employee Engagement
Talent Development
Emotional Intelligence
Change Management
Leadership Development
Executive Coaching
Organisational Survey
Culture Development
Performance Evaluation
Group Dynamics...
Daddy,What Do Business Psychologists Do?
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UK Business Psychologists On LinkedIn
Source: LinkedIn advanced search on 11 April, 2013
3,153Business Psychologists
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There’s A Staggering Number Of Consultants
37,607
Source: LinkedIn advanced search on 15 April, 2013
UK Management Consultants
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Consultancy Market Is Now Intensely Overcrowded
Many Redundant Executives Can’t Find Jobs
& Are Flooding The Market As ‘Consultants’
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© 2013 Clued Source: Institute of Consultants Study 2012
66%Pessimistic or unsure
Negative
Positive
66%Pessimistic or uncertain
34%Optimistic
A Bleak Outlook?
The Institute of Consultants carried out a survey asking whether consultants were more
optimistic or pessimistic about the state of their market in the year to come:
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Just OneYear: 2009
9.1%
Over FourYears: 2010-14
4%
Source:The Economist:Advice for Consultants Jun 2011
Consulting Market Personnel Consulting
Consulting Market In Real Trouble
Disaster! Dragging
- +
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Vast Majority Of Consultants Are Battling For Scraps
Source: Calculated from MCA report, Consulting in 2013
Income
of consultants earn
a paltry 20% of fees
90%
Consultants
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AVast Number Of UK Coaches
11,246
Source: LinkedIn advanced search on 11 April, 2013
Executive Coaches In The UK
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coaches say there’s no increased demand for their services
9out of10
The Chances Of Increasing Business Are Grim
Source: ICF Coaching Study 2012
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Average Earnings Of Average Professionals
Source: HMRC Records 2012, This Is Money & ICF Coaching Study 2012
£83,000 £75,000 £71,000
Marketing Finance Legal
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Professional Coaches Average Earnings Are Miserable
£34,000
Source: HMRC Records 2012, This Is Money & ICF Coaching Study 2012
£83,000 £75,000 £71,000
Marketing Finance Legal
Coach
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© 2013 Clued Source: 2012 ICF Global Coaching Study
Competition Is Now Extreme, Doubling In Just 4Years
Over 50% of all coaches have started competing
in the market since the 2009 economic downturn
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increase in yet more
coaches in only the
next three years, at
the current growth.
Source: Calculated from several ICF Coaching Studies
44%
1995-2009
2009-2012
2012-2015
Coaches
Half Your 2015 Competition Doesn’t Yet Exist
68,000
47,500
27,000
Coaches
Coaches
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This Isn’t Going To Hurt A Bit
Increased Debt & Borrowing
Depressed Business Environment
Tripe-Dip Recession?
Spending Cuts
Fatigue
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What’s The Government’s Economic Forecast?
MoreYears of Austerity
FIVE
Source: Bloomberg 21 March, 2013
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A Hugely Diminished Market...
Intensely Cramped With Competitors...
Vast Majority Fighting For The Scraps...
Earning Paltry Levels Of Income...
Facing 5 MoreYears Of Austerity.
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Higher
Lower
Value
Potential
Ease of Capturing Value PotentialLower Higher
Energy
Food
Professional
Services
Consumer
Products
Pharmaceuticals
Media
Retail
Education
Health
Care
Banking
Software
Chemicals
Manufacturing
The McKinsey Global Institute carried out a major study to measure the benefit of digital
strategy for different industries.
Digital StrategyValue
McKinsey:The Social Economy, 2012. GDP Contribution
Source: McKinsey:The Social Economy, 2012
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76% of saw growth in sales...
The Business Case Is Overwhelming
Source: Frost & Sullivan reported in Social Business By Design, 2012
71% of reported increased profit...
68% of saw improvement in innovation.
Research studies, carried out by Frost & Sullivan, showed that companies who deployed
digital social media tools saw greatly improved business performance:
Digital Strategy Increases Business Performance
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The Truth About Digital Strategy
69%
of companies say their marketing
has become significantly more
effective by using digital.
Research by McKinsey shows that
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Your Business Goal Comes First
Digital Business Strategy is not an end in itself, but many act as if it is. Digital must serve the
overall purpose of the business. Once business goals are defined, create the digital strategy.
2013 2014 2015 2016
The
Goal
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Digital Strategy Is Not Digital Presence
Offers Platforms Results=+
Brand
Reach
Position
Prospects
Retention
Targets
Influence
Insights
Bigger
Stronger
Faster
Longer
Cheaper
Easier
Safer
Cleaner
TheValue
Proposition
The Business
Outcomes
Digital
Strategy
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B2B Companies
With Strong Brands
Outperform Weak
McKinsey
Source:McKinsey cmsoforum.mckinsey.com article business-branding 2013
Ones By 20%
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Digital Marketing Strategy
Traditional Strategy
Pull
Attract
Meaningful
Personal
Free
or
Digital Strategy
Push
Interrupt
Manipulate
Impersonal
Cost
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Strategy Drives Content Then Platform
Intuitive
Rational
Awareness Engagement
Entertain Inspire
Educate Convert
Digital strategy determines the content type, style and platform. Not vice-versa:
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more website
traffic than sites
with no blog
Source: HubspotThe Fundamentals of Blogging,April 2013
Blogging DrivesVisitors ToYour Site
Blogs receive
55%
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Number of Inbound Links
Blog
Website But
No Blog
Blogging Is Essential To Get Noticed
Increased inbound links to a site also increases visitors and the likelihood of being found
in the search engines.
Source: HubspotThe Fundamentals of Blogging,April 2013
97%
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Blog Posting Effectiveness Is Exponential
<60 60-120 121-175 176-310 >311
Source: HubspotThe Fundamentals of Blogging,April 2013
Number of Indexed Pages
MedianMonthlyLeads
74
22
12
75
More indexed web pages get way more leads...
236%
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Blogging Attracts Prospects
70%
Those that blog attract
Source: HubspotThe Fundamentals of Blogging,April 2013
more leads than those that don’t
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WebVideo Is Growing Massively
OnlineVideo Traffic Will Be
55%
Of All Web
Traffic By 2016
Source: Cisco,Visual Networking Index Forecast 2011-2016
Improve Employee Engagement
By Using Business Psychology
VideoTwo
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Search Engine UK Example
Employee Engagement @ 2,900 searches (£5.31 p.c.)
Employee Relations @ 880 searches (£2.14 p.c.)
Employee Motivation @ 590 searches (£3.10 p.c.)
Source: Google Keyword Search, 10 April 2013
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Exact Match UK Only - Emotional Intelligence Test
1,300
1,300
1,300
1,300
1,300
1,300
1,300
1,300
1,300
1,300
1,300
1,300
15,600 Missed Opportunities In 2013
Source: Google Search Engine Research April 15 2013 - Exact Match Emotional IntelligenceText
LOST
LOST
LOST
LOST
LOST
LOST
LOST
LOST
LOST
LOST
LOST
LOST
Another
Another
Another
Another
Another
Another
Another
Another
Another
Another
Another
Another
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Digital Strategy Is Fundamentally Different
Consultants Hard-Fought Battle In Capturing Clients:
Clients Iterative Digital Journey To Engaging Consultants:
Brochures
Speeches
Exhibitions
Referrals
Jam-Foot-In-The-Door
White Papers
All-Out-Persuasion Repeat Ad Nauseam
Prospect Browses Online
Notices Consultant (Again)
Consumes Their Materials
Evaluates Thought-Leadership
Re-Experiences Later
Ponders Own Context
Bonds
Discusses
Engages
Tired
Wired
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Strategic Benefits
1. Greatly amplify and expand the reach of the brand
2. Stand-out with a clear, visible, product-leadership position
3. Build a lead-generation machine for a strong sales funnel
4. Create myriad relationships utilising the Metcalfe approach
5. Target specific prospects & organisations as potential clients
6. Create sophisticated market insights from online “listening”
7. Influence prospects and partners with direct conversations
8. Power consultants with a robust client-attraction approach
9. Develop increased collaboration across all partners
10. Move sharply ahead of your strongest competitors
Ten benefits of a strong digital strategy:
Benefits To Consultants Are Significant & Multi-Dimensional
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We don’t have a choice on
whether we do digital, the
question is how well we do it!
Erik Qualman
Socialnomics
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Alistair ‘Mac’ MacPherson is the founder and leader of
the Clued digital business team.
A classically trained corporate strategist he has spent
the last 18 years advising some of the world’s leading
companies including GlaxoSmithkline, JP Morgan, ICI,
Arla.
He is also a non-executive director, having sat for 6
years on the board of a large health organisation.
For the last 7 years he has expended considerable
time and effort on digital strategies and operations.
Alistair was educated in Glasgow and at Oxford,
undertaking studies in Philosophy and an MBA.
He can be contacted directly on 07939 201279
Alistair ‘Mac’ MacPherson
Clued specialise in digital business strategy, operations
and their implementation.
We work directly with mid-tier, or ambitious fast-
growing, companies who would benefit significantly from
revising their online business assets.
As evidenced from these slides, Clued’s approach to
digital is strategic, data-driven and business performance
focused (and very different from digital agencies’).
We work hand-in-hand with clients to create powerful
digital strategies, and then go onto help execute them
with piercing precision.We call it being “wired”.
To explore some of the issues we help you tackle, and
content we create, click onto:
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McKinsey % Co
The Economist
The Management Consultants Association
The Institute of Consultants
Bloomberg
ICF
Office of National Statistics
HMRC Records
Frost & Sullivan
Hubspot
Cisco
Google
LinkedIn
This Is Money
Hugh McLeod @GapingVoid
Research
Information Sources: Cartoons:
Resources:
See the next few slides
