Digital transformation in B2B communication - E3

1. M A S T E R I N G
D i g i t a l
Transformation
i n B 2 B C O M M U N I C A T I O N

2. DOWNLOAD THE SLIDES
www.speakersbase.com/JO

3. Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur involved
in 20+ start-ups.
Founding Partner of
Duval Union Consulting
@jcaudron
jo@duvalunion.com
We are business
consultants for a digital
world.
Our mission is to help
organization transform.

4. Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who
Are
You?

5. Sold in 40
countries!

7. Expect a smack in the face…
Digital Disruption is real

8. What is your

9. What do
These 4 have
in common?

10. You have a
C H O I C E
Disruption
Modeling
Transformation

11. You have a
C H O I C E
Disruption
Modeling
Transformation
Fear
Insight
Direction

12. 1995+
Music
Photography
Video Rental
…
2005+
Print Media
TV
Travel
HR
…
2015+
Retail
Healthcare
Automotive
Education
Telco
Food
FMCG
Banking/Insurance
…
2025
All Safe
havens will be
subject to
digital
disruption
…
WAVES OF Disruption

13. What can we learn?

14. What can we learn?

15. Digital Disruption is a story of…
%

16. This is NOT our story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!

17. YOU
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
THEM
But your
app sucks
I want
experience
Uhh..ok
Cheaper
AND better
Hey this
solves my
problem!
I don’t want to
wait a week
NEW
This IS our story

18. The Tipping Point
YOU THEM

19. THE IMPACT OF
D I G I T A L

20. Slicing the
Elephant
creates Insight
@jcaudron

21. The relationshipis changing
between the organization and the
outside world.
The Glass House
@jcaudron

23. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

24. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

25. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
Maersk,uses the strength
of social media as a B2B
marketing tool.

26. Cisco makes use of the snapchat
platform to highlight the company
culture and create marketing content
through story telling.
The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency

27. The Glass
House
Accountability Proximity Responsiveness Bi-directional Humanization AuthenticityTransparency
Transparency on wages
comparably.com

28. The evolution of unbundling and
how this changes your products,
services and go-to-market.
The Package
@jcaudron

29. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Angry Birds
Twitter,
Facebook
Newspaper Website
CNN online /
app
Blogs
Vertical sites and
specialties portals
Yelo App
Apple TV
Spotify
Sporza.be
LinkedIn,
Monster, ...
eBay
Pinterest, blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter,
Facebook
RSS
Breaking
news
In-depth
analysis
Services
Weather
Classifieds
Jobs
Sports
TV
Fun
Specials
Discovery
Culture
Trends &
Lifestyle

30. LinkedIn for Business.
Use the platform to attract new
employees, market your brand, start
social selling.
The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability

31. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
SmartNews, a personalized
news discovery app raises
$38M at a $500M valuation
smartnews.com

32. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
DOZ is an automated
marketing platform. it
provides an all-in-one
marketing software and
on-demand marketers.

33. The Package APPification Long Tail Personalized Experience Speed PriceMonolithic vs. Atomic (Self-)service Scalability
Speed as a
differentiator
jobtoday.com

34. The position in the value chain
is challenged. You can bypass, or
be bypassed.
The Frog
@jcaudron

35. The Frog Bypassing Virtualization Fragmentation of touchpoints
Bypassing
If you can sell expensive cars
online, you can sell anything online.

36. The Frog Bypassing Virtualization Fragmentation of touchpoints
When brands
become media.

37. Pulse is LinkedIn's content brand,
recommending news articles as well as
stories from LinkedIn's "influencers,"
who use the network as a content
marketing platform.
The Frog Bypassing Virtualization Fragmentation of touchpoints

38. Opinion makingis challenged.
New players can dominate the
attention of people.
The Gatekeeper
@jcaudron

39. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
The traditional gatekeeper
New “experts”
+
+
+

40. Alibaba bought The South
China Morning Post for $262M
techcrunch.com/
The Frog Bypassing Virtualization Fragmentation of touchpoints

41. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Brave replaces “Bad ads” with
“Brave ads” from their partners.
Users can choose whether or not to
see the Brave ads and receive
micropayment in bitcoin in return.
https://brave.com/

42. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Google invests $30M in European
news tech companies to help
stimulate innovation in digital
journalism over the next 3 years
techcrunch.com/google-invests-30-million-
in-european-news-tech-companies

43. Glassdoor let’s you review your
company. It has a $1B valuation
and over 10M company reviews
The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship

44. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
Recommendation
based hiring
referralmob.com

45. The Gatekeeper New Gatekeepers Recommendations “Good is good enough” Ambassadorship
99 Designs.
New ways to find partners
and customers.
referralmob.com

46. Primary location and placeof
consumption are changing. There is
a need to merge offline and online
The Traveller
@jcaudron

47. @jcaudron

48. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Globally, people aged 16-45 are now
watching as much online video as television:
204 minutes of video a day, split equally
between TV and online (mobile/desktop/
tablet)adweek.com/news/technology/young-or-old-everyone-
seems-online-video-much-tv-now-167541

49. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
After Facebook and Twitter, YouTube is now
also creating its own livestreaming app
techtimes.com/google-reportedly-developing-youtube-
connect-a-livestreaming-app-to-compete-with-periscope

50. Businesses thrive
on ambassadorship
Virtualisation of
collaboration.
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness

51. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Work from anywhere.

52. The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness
Start a business from
anywhere.

53. Coordinate teams from
anywhere
The Traveller Place Utility Empowered self Instant gratification New way of working Contextual awareness

54. Consumers are uniting. The
power of the crowd can be
good or bad for your organization.
The Participant
@jcaudron

55. The Participant Community Power of the crowd Sharing economyCollaboration
YouTube now lets creators crowdsource
subtitles, add translated titles and
descriptions: soon content will be
available in any language
venturebeat.com/youtube-now-lets-creators-crowdsource-
subtitles-add-translated-titles-and-descriptions/

56. The Participant Community Power of the crowd Sharing economyCollaboration
Google’s new app Crowdsource asks
users to help with translation,
transcription & more.
venturebeat.com/youtube-now-lets-creators-crowdsource-
subtitles-add-translated-titles-and-descriptions/

57. The Participant Community Power of the crowd Sharing economyCollaboration
Crowdfunding is changing
companies’ go-to-market
strategy.

58. Technologykeeps progressing.
We are only at the beginning of
the digital revolution.
The Cyborg
@jcaudron

59. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring

60. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
All the Media companies into AR/VR
cbinsights.com/blog/media-companies-investing-ar-vr/

61. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
Robots are writing their ‘own’ stories
now. AI such as Wordsmith are being
used to write the less rewarding stories
instead of human journalists.
They can draft reports on marketing,
business activity, financial results,…

62. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
Magic Leap; A US start-up that is betting
more then half a billion dollars that it will
dazzle you with its approach to creating
3D-imagery.

63. The Cyborg Wearables Quantified SelfInternet of Things Robotics Data Monitoring
(Start-up) companies are using machine
learning to predict the best time to
reach you, on what device and tailor email
messages based on your online
behaviour.

64. Are you
Scared or
Inspired?
@jcaudron

65. Don’t worry,
we’ve got a PLAN
@jcaudron

66. Digital Transformation is a
complex and never-ending
journey
@jcaudron

67. YOU NEED TO
Scan YOUR
ENVIRONMENT
@jcaudron

68. DETERMINE
THE IMPACT
@jcaudron

69. CREATE A
North Star
VISION
@jcaudron

70. DEFINE A
Transformation
STRATEGY
@jcaudron

71. DEFINE A
Transformation
STRATEGY
@jcaudron
BUILD A
ROAD MAP
@jcaudron

72. KNOW
YOUR
AUDIENCE

73. WHO DO YOU SERVICE?

74. @jcaudron

75. WHO DO YOU SERVICE?

76. @jcaudron

77. WHO DO YOU SERVICE?

78. @jcaudron

79. WHO DO YOU SERVICE?

81. YOU CHALLENGERS
The Challengers move into your space,
when will you move into theirs?

82. BUILD a new
ORGANIZATION

83. From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core

84. The Business
Digital (at the
sideline)
The Business
Digital (at
the sideline)
From ... ... to

85. The Business
Digital (at the
sideline)
Digital in
the coreThe Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
From ... ... to

86. From an outdated
MOTHERSHIP

87. From an outdated
Mothership
TO A modern
F L E E T

88. YOU NEED DIGITAL
Leadership

89. TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
@jcaudron

90. TO PULL THIS OFF
YOU WILL NEED…
@jcaudron

91. M I N D S E T
@jcaudron

92. M E A N S
@jcaudron

93. M A N D AT E
@jcaudron

94. BREAKOUT SESSION

95. Which 2 metaphors are the
most disrupting for you?

96. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts and our peers
decide what matters
People participate,
share and co-create
their future
The relationship with
the market changes
New experiences in
product, service &
packaging
The position in the
value chain changes
Mobile gives access to everything,
everywhere, every time
Technology keeps progressing. We are
only at the beginning of the digital
revolution.

97. Thank You!
DOWNLOAD THE SLIDES
www.speakersbase.com/JO