Harnessing digital disruption to reinvent customer engagement .

1. BBC Video
The 5G Network video http://www.bbc.com/news/technology-30224853
2015-03-03_1412.mp4

2. Click to edit Master subtitle style
Harnessing Digital
Disruption to reinvent
Customer Engagement
Presenter : Lorraine Sefolo - SABC IT General
Manager
Date : 04 March 2015

3. What we will discuss:
1. What does “digital disruption” mean?
2. What is driving/causing this disruption?
3. Reinventing Customer Engagement
4. Planning for Digital Disruption?
5. Parting words!!

4. Digital
Disruption
1. What does “digital disruption” mean?
“…disruption displaces an existing market, industry, or technology and
produces something new and more efficient and worthwhile”, according
to Prof. C. Christensen - Harvard Business School₁
1 . Howard, C.(2013), ‘DisruptionVs. Innovation:What'sThe Difference?’, [Internet]. Available from :http://www.forbes.com/sites/carolinehoward/2013/03/27/you-say-innovator-i-say-disruptor-whats-the-difference/
(Accessed : 01 March 2015)

5. Disruptive
Technologies₂
1.What does “digital disruption” mean?₂(cont…)
5G Mobile Networks
Internet of Things
(IoT)
3D
Printing HolographicTV’s
Nanobots
WearableTechnologies
2 . Barrenechea, M.(2014), ‘2020Agenda :Are you ready?’, [Internet]. Available from : http://www.eim2015.eu/wp-content/uploads/2014/12/Whitepaper-Agenda-2020-OpenText.pdf (Accessed : 19 February 2015)

6. 2. What is driving/causing this
disruption?₃,₄
3.Waldman, S. (2012). Creative Disruption:What you need to do to shake up your business in a digital world. Pearson UK.
4. Barrenechea, M.(2014), ‘2020Agenda :Are you ready?’, [Internet]. Available from : http://www.eim2015.eu/wp-content/uploads/2014/12/Whitepaper-Agenda-2020-OpenText.pdf (Accessed : 19 February 2015)
q
Entrepreneurs & new entrants (Start-ups)
q
Consumer needs & desires  leading to the need and/or creation
of disruptive technologies as Generation Z enters the workforce
q
Proliferation of connected (smarter) devices – creating the IoT 
the result being massive digitization – has altered how we
interact with brands worldwide

7. 2.What is driving/causing this
disruption? (cont…)
The lights are on….but nobody’s home!!!

8. 2.What is driving/causing this
disruption?₅ (cont…)
5.Internet Live Stats (n.d.), ‘ Internet Users’, [Internet]. Available from : http://www.internetlivestats.com/internet-users/ (Accessed : 03 March 2015)

9. 2.What is driving/causing this
disruption?₆ (cont…)
Trend:
Asia  1.3 bn
Americas  596 mil
Europe  520 mil
Africa  268 mil
Oceania  25 mil
Note (approximate):
1 min  452 IUs (Internet
Users)
60 mins  27,120 IUs
24 hrs  650,880 IUs
365 days  237,571,200 IUs
Following year over 3.2 bn
IUs
** Current & future growth comes
from populous countries like India,
China, Russia , Indonesia and Brazil
6.Worldmeters (n.d.), ‘ CurrentWorld Population’, [Internet].Available from : http://www.worldometers.info/world-population/ (Accessed : 03 March 2015)

10. 2.What is driving/causing this
disruption? (cont…)
3.1 Current Radio Spectrum against 5G

11. 2.What is driving/causing this
disruption? (cont…)
q
Users and their devices will be continuously connected to the internet to retrieve information, to
perform a transaction, all the while leaving interesting “cyber trail” plus “on-demand” type of requests
q
“Cyber trail” will open up patterns that can be analysed and used to see how to tailor customer
engagement and avoid an “hit-and-miss” of cold calling or telesales - altering how we do business
q
“Cyber trail” offers opportunity to have continuous social listening to know what consumers think of
your brand and what “word-of-cyber-mouth” is being passed through the networked consumer
q
Consumers want a choice how and when to engage with a brand – not the other way round – Big Data
AnalyticsTools will be a must (please see Interaction of digital platform

12. 3. Reinventing Customer Engagement₇
q
Big-pop Strategy - digital methods to capture and retain customer attention
q
Recommendations Algorithms most news sites are already using them
q
Harnessing the power of social connectivity – giving appropriate social media tools to
enable the customer to socially engage with the brand, thus converting them into
your brand ambassadors that gain brand bragging rights
q
Brand lifestyle – highest engagement is when a brand becomes part of customer’s
everyday life, iPhone (cooking, exercising, travelling, entertainment, special
moments, etc.
IT & Marketing Partnership
7. Martin, K., &Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

13. 4. Planning for Digital Disruption?₇
q
Lead with Human truths – “a day in the life of…” scenario planning – “What is…” leading
to “what will be”
q
Conduct Brand Presence &Touch-points Effectiveness Analysis – monitoring of
competitors and social listening, how effective are the touch-points to improve customer
engagement?
q
Marketing campaigns must be well aligned to the best Digital Platforms – digital
platforms must complement the most effective touch-points – analysis of your incoming
data can be used as a barometer
q
The way we are protecting our networks and its customer data will need to be reviewed
and aligned to how we will engage the consumer, e.g. connected user vs. connected
devices – how will identity be verified??
Intuitive, intelligent, human like engagement Technologies that seek customers
7. Martin, K., &Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

14. 5. Parting words!!
According to Martin, K., &Todorov, I. (2010), “To be successful in every digital
initiative and strengthen the brand-consumer relationship, CMOs should select
digital platforms that deliver high engagement value, connect brands with
consumers' social networks, and provide value and relevance in the context of
each consumer's location and activity.”
7. Martin, K., &Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

15. Thank You!!