1. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

2. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
@Robert_Rose
@Tim_Walters

3. The
WISDOM
of
Brad Pitt

4. 4

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13. Holy Shit!
World War Z
Rule #1:
Cardio
Zombieland
Dawn of the Dead 2
Threat
26 Days Later
Batter Up!
Night of the Living Dead
2013
1968
13
Time

14. 14

15. Zombies = Moore’s Law?
NO
YES
15

16. Brad’s Law
The speed of zombies
doubles about every 5.8 years
16

17. 153, 616,324
17
M
P
H

18. Source: BI Intelligence
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37. The viral inf(l)ection point
37

38. A cycle of ubiquitous content consumption
38
@tim_walters

39. 39
Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.

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41. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
But what about marketing?

42. Growth, fragmentation, multiple channels...
Text
We can skip this part, right?

43. The true challenge is the pressure of executing fast and
chaotic change while simultaneously delivering
increasingly profitable, data-driven results.

44. CMO’s feel the pressure “on the clock”

45. CMO’s feel they don’t have right tem

46. CMO’s feel unready for technology
... and yet...

47. “Creating customer
experiences with
content will have
huge effect. We
have to figure out
how to stay relevant
and engaging.”
CMO
Fortune 500 CPG Company

48. They’re not
unaware.
They’re just
wrong.

49. Fear not, the marketing hipster!

50. Most organizations are siloed
Now even within marketing

51. Most organizations realize
silos are inefficient, at best,
and want to transform

52. B2C & B2B
processes for CXM
share a vision, but
are more different
than alike.

53. Marketing doesn’t really need or
want any more technology.

54. Fortune 500 Insurance Company
WEB
Website
Content
SEO
Traffic
SEO
Leads
SOCIAL
CRM
Facebook Twitter
CRM
Twitter
Community
LI
Likes
Followers
Not
BRAND
TV
RADIO
Strategy
????
EMKTG
PR
Blog
Email
Content
Press
Newsroom
We’re
working
on
it
Earned
Media

55. Re-aligned content engagement as centralizing force
New roles across each team
Centralized content strategy
Measurement aligned for content, not teams.

56. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
How To Survive The Attack!

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61. Clayton Christensen: Reinvent
 Autonomous business unit
– “Free . . . from reliance on the parent organization .
. . Must not report to the business being disrupted.”
 Separate resource allocation process
– Funding “regardless of the fortunes of the core
business.”
 Independent sales channel
– “Does not defer or report to the existing sales
organization.”
61

62. 62

63. Larry Downes: Run
 See it coming
 Slow the disruption long enough to better it
 Get close to the exits and be ready for a
fast escape
 Try a new kind of diversification
63

64. 64

65. James McQuivey: Convert
“Ready or not, your only
solution will be to become
a digital disruptor.”
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67. Tom Foremski: Die
“If you are in the path of a
disruptive technology you are
toast.”

68. Unsustainable
Unobtainable
Static
Unresponsive
Non-adaptable
Unwelcome
Unaffordable
Undoable
Extinction-level event
Death by invasive surgery
68

69. “The one certainty for
anyone in the path of an
avalanche is that standing
still is not an option”
– IPPR, 2013
69

70. The viral inf(l)ection point(s)
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72. Emile Simpson – Narrate
“You use both military means and non-military
means, working with our civilian counterparts,
to deliver a narrative, or a political story, if you
like – just like a politician might deliver a
narrative during an election. You give each
constituency what it wants while going on the
offensive against the opposition’s narrative.”
72

73. Surviving and thriving with VUCA
 Flexible, decentralized, empowered
networks
 Learning through “experimence”
 Acceptance of uncertainty and chaos
 Contextualized sense-making rather than
problem solving
 “Winning” means narrative engagement
rather than conversion
73

74. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
Marketing shot to the head…

75. data in hand is used to optimize
transactions - not create relationships
It’s the engagement that’s important,
systems can come with time.

77. Not just grabbing attention.
Holding attention.

78. Build your content and experience power
grid, one house, one street at a time.

79. Build your content and experience power
grid, one house, one street at a time.

80. “We delegate what’s
uncomfortable. Process
makes us comfortable,
organized and scalable. But do
we need to pit it against
creativity?
We require mental and
physical space for ideas to be
shaped, shared, iterated,
stomped to smithereens and
reiterated.”
- Beth Comstock
CMO, GE

81. Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola

82. What’s Your 10%?
Tell Your Story
It’s The Only Way To Avoid Becoming A Zombie
Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola

83. Tell Your Story
It’s The Only Way
To Deal With
Zombies…
Customers

84. WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
Thanks…
@Robert_Rose
@Tim_Walters