Canary in the Coalmine - To become Digital First we can learn from social
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Keynote I gave at DigitalFirst 2015 in Brussels.
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Canary in the Coalmine - To become Digital First we can learn from social
- 1. WHATTO LEARN FROM SOCIAL TO BECOME 'DIGITAL FIRST' by@gerriesmits 15/10/15 ACANARYIN ⨠THE COALMINE
- 2. Music ⨠Industry TV Print ⨠Media Marketing I worked in industries disrupted by the internet
- 3. I even worked in government
- 4. + Comms Marketing Business/ Product Organi-⨠sation Now, I help organisations change to get more out of the internet.
- 5. Digital has impact on relationship User Needs Motivations Purpose Value ?
- 6. Social Media is ⨠a Canary. Itâs showing us in which direction the world is changing. We need to learn from Canaries, in order to survive the Coalmine.
- 9. One size fits none
- 10. Feed the Feed & Design For⨠Limited⨠Bandwidth Your competitors on social are not your industry competitors. They are friends, media companies, brands from other industries.
- 11. You donât reach anybody. You earn somebody.
- 12. From Push⨠To Pull⨠To Earned Push The interface of the internet is changing. From the homepage to mobile ďŹrst to apps to feeds to âthe unscreenâ, based on context, notiďŹcations, voice,âŚ
- 13. âWe know who you areâ
- 14. Personalised Anything AltSchool and Knewton are two players in education ďŹeld, focusing on advanced personalised learning through a data-driven approach. â Resources
- 15. Time to wonder⌠What are you doing to increase advanced relevance through personalised communication + services?
- 16. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal
- 17. The Audience With An Audience 2/6
- 19. From Pageviews to Share Value
- 20. Why Would They Share? inspired by Faris Yakob ACTIONS TOOLS ADVERTISING CONTENT PURPOSE
- 21. Why Would They Share? inspired by Faris Yakob ACTIONS TOOLS ADVERTISING CONTENT PURPOSE
- 22. Time to wonder⌠Do you understand why people share? ⨠Do your communication + products need SHO (sharing optimisation)?
- 23. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience
- 25. Wisdom of the Crowd
- 26. Wisdom of the Crowd
- 27. 2 young guys from BellingCat attributed the MH17 crash to a Russian missile launcher in less than a week⨠by scouring Instagram, Facebook, Twitter, YouTube,⌠Power of the (dedicated) Crowd
- 28. User has different roles
- 29. Time to wonder⌠What are you doing to unlock your customerâs potential?⨠How can you embed âco- cultureâ into everything you do?
- 30. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd
- 31. Transparency x
- 32. People like a shitstorm
- 33. People like a shitstorm
- 34. Intermezzo: Culture Eats Strategy For Breakfast i
- 35. âIf the rate of change on the outside exceeds the rate of change on the inside, the end is near.â
- 36. âIf the rate of change on the outside exceeds the rate of change on the inside, the end is near.â - Jack Welch, ex-CEO General Electric
- 38. âUber, the worldâs largest taxi company, owns no vehicles. Facebook, the popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory.⨠Airbnb, largest accommodation provider, owns no real estate. Something interesting is happening.â - Tom Goodwin, senior VP of strategy & innovation at Havas Media
- 39. Who needs banks?
- 41. Who needs ping pong paddles?
- 42. âWe believe that ⨠applying the open ⨠source philosophy to ⨠our patents will strengthen rather than diminish Teslaâs position ⨠in this regard.â - Elon Musk, Tesla Photo credit: https://www.flickr.com/photos/heisenbergmedia/10611397123
- 43. #Energyondemand For 1 afternoon RedBull teams up with Uber to deliver free Energy drinks in Amsterdam.
- 44. Time to wonder⌠What if your product/ brand/org had an API? ⨠If your product/org was open, what could other people/companies build on top of it?
- 45. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd Platform
- 46. Small + quick = beautiful 5/6
- 49. âTodayâs most profoundly ⨠impactful companies are using a completely different operating model. ⨠These companies are lean, mean, learning machines. They hack together products and services, test them, and improve them, while their competition edits PowerPoint. â - Aaron Dignan, Investor & ⨠Change Strategist
- 51. Agile planning 100% Predictability = 0% Innovation
- 52. âWeâve got some budget left. We need to spend it this year.â ââ A often-heard phrase around⨠October/November
- 53. âA management team distracted by a series of short term targets is as pointless as a dieter stepping on a scale every half hour.â - Larry Page & Sergey Brin,⨠Google
- 54. Time to wonder⌠How can you increase autonomy? How can you increase agility? How can you increase speed?
- 55. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd Platform Agile
- 56. Userfocus 6/6
- 57. Spotifyâs âRelationship Sauceâ source: Rahul Sen, Lead Growth Designer, Spotify
- 58. âWe need to unlearn persuasion and learn usability. â - Russell Davies, strategist Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/
- 59. + = I want to show my holiday snaps. Show off. Smartphones. Instagram People + Technology = Change
- 60. People Technology Change + = ? People are the steady bit
- 61. People Technology Change + = User needs & motivations are relatively stable Uncertain. Constantly evolving ? People are the steady bit
- 62. Digital First = User First
- 63. User Needs Motivations Purpose Value Digital First = User First
- 66. Flip The Perspective ⌠Customer Experience Talent New Products Tech Process Culture
- 67. Flip The Perspective 666 What can you do: - in 6 days - in 6 weeks - in 6 months ⌠Customer Experience Talent New Products Tech Process Culture +
- 68. 1997
- 69. 1997 Year of birth for people turning 18 this year.
- 70. They were 8 when YouTube launched. 1997 Year of birth for people turning 18 this year.
- 71. THANK YOU >> gerrie@gerriesmits.com +32 491 354 365 @gerriesmits