Slides from my talk at Squared, the course for digital marketers developed with Google. See http://www.wearesquared.com for how to apply.

1. Google Squared
27.02.15
Digital brands
brilliantnoise.com
@amayfield

2. - Disruption, digital and brands.
- Customers and digital.
- How brands are responding.
We’re going to talk about…
2

3. Disruption
3

4. The future
is six months
away

5. 182.9B emails
are sent every
day.
More http://goo.gl/uQDXd

6. 1.8B
million
photos are
shared
every day.

7. 300 hours of video uploaded
per minute

8. The amount of global digital information
created and shared - from documents to
pictures to tweets - grew x9 in five years
to nearly
2 zettabytes
[1 trillion gigabytes] in 2011.

9. Exponential growth.
9

10. “…over the history of computing
hardware, the number of
transistors in a dense integrated
circuit doubles approximately
every two years. ”
Source: Wikipedia: http://goo.gl/GgzR

12. Source: KPCB: http://www.kpcb.com/internet-trends

13. 13Source: KPCB: http://www.kpcb.com/internet-trends

14. 14Source: KPCB: http://www.kpcb.com/internet-trends

15. 15
The Innovator’s Dilemma

16. 16

17. 17

18. 18

19. Combinatorial
innovation

20. Web history and
culture
20

21. Media
revolutions.
21

22. A history of the
internet starts with
social networks.
22

23. Homo sapiens is a
social network.
23

24. Phases of the internet.
Military.
Academic.
Citizenry.
The web.
Boom and bust.
And boom…
Reading the network.
Social-mobile web.
24

25. Military.
25
1962: J.C.R. Licklider
discusses an “intergalactic
network”
1966: Robert Taylor
initiates the ARPAnet
project.
1969: First four nodes are
connected.
http://www.internethalloffame.org/internet-history/timeline

26. Academic.
26

27. (Technie)
citizens.
27
1982: First public WAN
launches (in Europe).
1991: Al Gore creates Bill to
fund the “Information
Superhighway”.
1982: The WELL, one of the
first online communities, is
started.

28. Web.
28
1989: Tim Berners-Lee
writes a proposal for
the Web.
1993: Marc Andreessen
and Eric Bina creat the
first browser.
1995: MP3 file format
created.
1994: First blog created
by Dave Winer.
1992:
- First text message.

29. Boom and
bust.
29
1998:
- PayPal founded.
- Google founded.
1995:
- eBay founded.
1994:
- Amazon founded.
2000:
- Dot-com bust.

30. Google.
30

31. Web 2.0
31
2001:
- Wikpedia created.
- RSS created.
- Creative Commons
founded.
2004:
- Flickr
- Facebook
2006:
- Twitter
founded
- Google buys
YouTube

32. Today:
the social-
mobile web.
32Source: KPCB: http://www.kpcb.com/internet-trends

33. Customer behaviours
online
33

34. In charge.
34Source: Forrester Research 2012

35. 35
Hyper
connected.

36. Information
overload (hs
been with us
since writing).
36

37. Always-now* .
37
* Magnus Fitchett, Sapient Nitro

38. Privacy &
publicness.
38

39. 39
"The NSA controversy has heightened
awareness of [privacy and security]," he
said. "Being very transparent with clients,
readers, customers about the [browsing]
experience they are having and
consequences of it…
“We want to be more respectful of privacy
and also want to monetise our audiences
our way. Being more focused on privacy is
not bad for business, it can be good."
Source: Guardian: http://goo.gl/KRDGPT

40. Moral panics.
40
"Now that anyone is free to
print whatever they wish,
they often disregard that
which is best and instead
write, merely for the sake
of entertainment, what
would be best forgotten, or
better still, be erased from
all books.”
Niccoló Perotti in 1471

41. How brands are
responding
41

42. The shift in
marketing.
42

43. Principle
creep.*
43
* Russell Davies.
If you really work at it, you can always make the internet fit the business model you understand.

44. Complexity and
confusion
44

45. Two futures for marketing:
1. Promotions dept.
2. Customer experience owners.
45

46. The rise of
customer
experience.

47. - Consider: Aware of need.
- Evaluate: Comparing options.
- Buy: Purchase process.
- Enjoy: Using product.
- Bond: Developing trust.
- Advocate: Active recommending.
Customer
decision journey
stages

48. 48
http://bit.ly/1B4OBEj
Efficiency is the new premium.

49. Customer centric planning - digital channels
Customer Goal: Buy a return flight to New York for a shopping trip.
Search Engine
Brand website
Price Comparison
Social Media
Consider Evaluate Buy Bond Advocate
1 3
7 8
9 102
5
4 6

50. Customer journey mapping - omnichannel
Source: eConsultancy

51. An
operations
mindset.

52. I. Leadership: Vision, mandate, example,
investment.
II. Clear values and vision: They know what
the organisation is about.
III. Principles-led: Articulate how they want
to operate.
IV. Pilot & scale: Managed experiments with
managed risk and clear metrics, leading
to the building of systems and resources
to build on success.
V. Frameworks & Governance: Systems to
guide projects and connect key
stakeholders.
VI. Digital literacy: They invest in digital
skills across the organisation.
Six things
digital brands
do well.

53. Customer first.
Earn advocacy.
Transformative digital.

54. Burberry.
54
- In-house global content team of 20+.
- Pilot and scale approach to new platforms
and technologies as customer touch-
points.
- Visionary leadership - creative and
business.

55. Netflix.
55
- Disruptor by nature.
- Happy cannibalise own sales with radical
business models.
- 300 strong data team.
- UX & CX-obsessed.
“The goal is to become HBO
faster than HBO can become us.”
Ted Sarandos, Chief Content Officer

56. Buzzfeed.
56
- Classic disruptor - build a low quality
proof of concept, then scale.
- Second generation web publisher.
- Sharing is distribution.
- All about data, all about sharing.
- Follow the user, not the platform.
- Run 12 campaigns - pick the one that
works.

57. Buzzfeed.
57
He’s always doing this…
http://on.recode.net/1zcznGl

58. Zappos.
58
- Customer-obsession.
- Culture.
- Data.
- Innovation: find engagement then scale -
#NextOOTD
- Pushing decision-mkaing away from the
centre - Holacracy.

59. Coca-Cola.
59
- Strategic business leadership. Muktar
Kent announces 20% of $2.5bn budget
moving to earned media in HBR.
- Creative leadership. Cannes presentation
begins story of how storytelling is
changing.
- Vision. Supporting challenger mentality.
- Pilot and scale. Local markets trial new
approaches then scale globally, e.g.
storytelling corporate home page.
- Budgets, teams and metrics evolve.
Brand love’s relationship to sales
established - how does social show brand
love.

60. 60
Learn from
disruptors.
- Coca-Cola’s 70:20:10.
- Growing culture of risk-taking and
innovation beginning in
marketing.
- Coke Founders Programme:
serial-entrepreneurs let loose
inside the company.

61. 61
Learn from
disruptors.
- GE FastWorks based on The Lean
Start-Up method.
- 40,000 employees trained in its
principles.
- The “next Six Sigma”.

62. - Questioning.
- Evidence-based.
- Purposeful.
- Constructed arguments.
- Open-minded.
Critical thinking
required.

63. Focus on
data and
distribution.
http://www.buzzfeed.com/dashboard/buzzfeed

64. Get your copy here:
brilliantnoise.com/stories-scale-ebook/

65. Financial Services
Trends Report
2015
65
brilliantnoise.com/CXexchange

66. Thank You
© 2015 Brilliant Noise. All rights reserved
brilliantnoise.com
@amayfield
antony.mayfield@brilliantnoise.com