Strategy for a Digital World
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Transcript of Strategy for a Digital World
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STRATEGY FOR A DIGITAL WORLD (THE 30’ VERSION)
@gerriesmits x @BestInternet2016 3/11/16
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Hello! Tere! Hommikust!
:)
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Aitäh, Little Miss SquirrelTHX
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• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
20 years experience in industries that got disrupted by internet
Music Industry
TV
Print Media
Marketing
Govern-ment
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• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
Now: impact of digital & what to do with it
+
Comms
Marketing
Business/Product
Organi-sation
Education
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Some organisations I worked with/for
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Today’s storyO
FROM DIGITAL STRATEGY TO STRATEGY FOR A DIGITAL WORLDBu
sine
ss D
ev
Prod
uct
HR
Dig
ital
…
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Today’s objective: A-Ha!O
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We live in a world…
1st
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The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
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Average period a company stays in S&P 500!
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Why Tap when we can Talk? wtf
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Data-Driven Educationwtf
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We know who /where you arewtf
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Mobile internet >> 80% of adults have mobile phonewtf
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A/B Testing Potato Fields with Drones
wtf
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• Technologie
• UX
• Data
• Resources
• Security
• KPIs
• Partners
• …
If we do this peer-to-peer, it gets cheaper
wtf
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• How to get user data?
• How to learn from data?
• How to match data to your products?
• How to match data to our marketing?
• How to get data scientists?
DIY Self-driving carwtf
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Biggest crowdfunding project ever, with crypto-currency
wtf
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We live in a world where…wtf
Your own WTF moment
here…
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Rest assured
photo by http://www.dallasclayton.com/
phew
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1998Q
They were 7 when YouTube launched
Year of birth for people who are/turn 18 this year
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“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”- Jack Welch, ex-CEO General Electric
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Marketing innovation
WOW
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#reach #target #segmentationYES!
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#push #pushharder
YES!
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Let’s face itSO
15,7%
2014
20%
2015
26,3%
2016
32%
2017
% of internet users who installed ad blocking (US)
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Tax on Irrelevance€€
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You don’t reach anybody.
You earn (a fraction of attention from)
somebody.
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“It’s not about innovation. It’s competence. It’s the basics. “- Russell Davies, advertising strategist
Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/
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Redefine Digital
re:
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Digital creates friction & uncertainty
?
Technology
People Your Business
fact
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Chase technology? Impossible & tiring
Peak of inflated expectations
Through of Disillusionment
Slope of Enlightenment
Plateau of Productivity
fact
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smile #weneedanapp
source: Phil Adams
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People are the steady bitfact
Human needs and motivations
remain pretty constant
Technology is volatile and
changes rapidly
+ = ?
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Strategy for a Digital World“”
Digital is not about implementing technology.
It’s understanding and applying a set of principles, ways of working and a
culture to meet people’s needs, behaviours &
changing expectations.
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This way of thinking is pointlessnah
Bus
ines
s D
ev
Cor
pora
te
Pro
duct
HR
Dig
ital
…
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My framework The Flip
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Putting people centralflip
TO STRATEGY FOR A DIGITAL WORLDFROM DIGITAL STRATEGYB
usin
ess
Dev
Pro
duct
HR
Dig
ital
…
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Really, really, really understanding people
1
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• Ik doe stakeholder-interviews om inzicht te krijgen in behoeften, verwachtingen en hindernissen.
dixit Faris Yakob
“Customers are not the same as people.
Customers are to people as waves are to water.”
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Our brains are positive illusion factories. (…) 94% of college professors report doing above average work.
““
Dan & Chip Heath, authors of ‘Switch’
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Functional / Convenience
00
Emotional
Individual Group
The multi-faceted user/customer
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People & needs are fairly robustphew
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Ready for muddy waters of tech>>
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Technology and what it means for the user
2
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Catch the CODs*tech1
* COD = Characteristic of Digital
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#personalisationcod
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#decentral #bottom-up #disintermediation
cod
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#selfpublishing (#pushydad) • Arcade City
cod
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What user need does the technology tap into?
tech2
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#extreme-convenienceneed
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#access #experience #belongingneed
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#your-own-imaginationneed
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• How to get user data?
• How to learn from data?
• How to get data scientists?
Twitter is so sloooow!wtf
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“You know I bought those shoes…”from
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• How to get user data?
• How to learn from data?
• How to get data scientists?
“You know I’m feeling sad…”to
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Pains & gains for your business3
Mission
Product
Process
HRM
arCo
mm
…
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Creates different lenses to spot opportunities
look
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From What to Whyproduct
This afternoon:
More on the Jobs To Be Done methodology
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Focus on the Whylove
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As old as the job
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”
- Philip Kotler, inventor of marketing
shock
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FROM Making People Want Things
TO Making Things
People Want
flip
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sub
Content WHAT
Channels WHERE
Form HOW
User WHO
Needs WHY
Evaluation DATA
Why Care, Why Share?
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ACTIVITIES
TOOLS
ADVERTS
CONTENT
PURPOSE
Impact on Messaging
Source: Faris Yakob
MC
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MC User-centric channel thinking
Be where people care2.0
Be where people are1.0
Be where people share3.0
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#Energyondemand
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If something has a 1.5 viral lift and 100,000 views and
above, that was worth doing.
It’s a failure if you have 400,000 views and a 1.1 or 1.2
lift. That’s a flop.
We all need some SHO“
“
Matt Stopera,Sr Editor Buzzfeed
SHO
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Lean Start-up Philosophy
Create
Measure
Learn
agile
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“We’ve got some budget left. We need to spend it this year.”
NOT
A often-heard phrase around October/November
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The MarTec Challenge
skill
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# 1 attribute for success in digital world according to business leaders? Empathy
study University of South California
skill
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• Informeren →“Ah ja, nu snap ik waar die opleiding over gaat.”
• Image building →“Wow, kijk eens wie er allemaal betrokken is in deze opleiding"
• Vertrouwen →“Maar het educatief luik is ook wel in orde.”
ZLM loves NPSbonus
- Clay Christensen
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Breathe in, breathe out
</>
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Let’s put people in the middleLet’s
"Digital is not about implementing technology.
It’s understanding and applying a set of principles, ways of working and a
culture to meet people’s needs, behaviours &
changing expectations."
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Let’s look at technology as wind
Let’s
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Let’s realise it’s a bumpy rideLet’s
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Let’s all embrace each other
Let’s
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For this afternoon#
Tweet me >> What is the 1 thing
you would like to learn? @gerriesmits