Why Social is key to drive your Digital Innovation Strategy
-
Upload
gerrie-smits -
Category
Social Media
-
view
934 -
download
2
Transcript of Why Social is key to drive your Digital Innovation Strategy
![Page 1: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/1.jpg)
WHY SOCIAL IS THE KEY TO DRIVE (INNOVATION) STRATEGY
by @gerriesmits
17/12/15
A CANARY IN THE COALMINE
![Page 2: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/2.jpg)
Music Industry
TV
Print Media
Marketing
I worked in industries disrupted by the internet
![Page 3: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/3.jpg)
I even worked in government
![Page 4: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/4.jpg)
+
Comms
Marketing
Business/Product
Organi-sation
Now, I help organisations change to get more out of the internet
![Page 5: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/5.jpg)
Digital raises questions
![Page 6: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/6.jpg)
Digital raises questions
?
![Page 7: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/7.jpg)
The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
![Page 8: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/8.jpg)
Social Media is a Canary. It’s showing
us in which direction the world is changing.
We need to learn from Canaries, in order to
survive the Coalmine.
![Page 9: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/9.jpg)
REVERSE ENGINEER
KEEP CALM AND
![Page 10: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/10.jpg)
Personalisation
1/6
![Page 11: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/11.jpg)
The audience of 1
![Page 12: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/12.jpg)
Design ForLimitedBandwidth! Design for the Thumb Swipe!
Your competitors on social are not your industry competitors. They are friends, media companies, brands from other industries.
![Page 13: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/13.jpg)
You don’t reach anybody.
You earn somebody.
![Page 14: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/14.jpg)
From PushTo PullTo Earned Push
The interface of the internet is changing. From the homepage to mobile first to apps to feeds to ‘the unscreen’, based on context, notifications, voice,…
![Page 15: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/15.jpg)
“We know who you are”
![Page 16: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/16.jpg)
One Size Fits None in productsOne Size Fits None in products
![Page 17: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/17.jpg)
Personalised Anything
AltSchool and Knewton are two players in education field, focusing on advanced personalised learning through a data-driven approach.
— Resources
![Page 18: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/18.jpg)
Time to wonder…
What are you doing to increase
advanced relevance through personalised
communication + services?
![Page 19: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/19.jpg)
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
![Page 20: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/20.jpg)
The Audience With An Audience
2/6
![Page 21: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/21.jpg)
Self-publishing heroes
![Page 22: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/22.jpg)
From Pageviews to Share Value
![Page 23: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/23.jpg)
Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
![Page 24: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/24.jpg)
Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
![Page 25: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/25.jpg)
Time to wonder…
Do your communication + products need SHO (sharing
optimisation)? Do you understand why
people share?
![Page 26: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/26.jpg)
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
![Page 27: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/27.jpg)
CoCrowd-Culture
3/6
![Page 28: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/28.jpg)
Wisdom of the Crowd
![Page 29: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/29.jpg)
Wisdom of the Crowd
![Page 30: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/30.jpg)
Steam platform
• 4500 games • 125m users • 450m pieces of user
generated content
User = creator / remixer
![Page 31: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/31.jpg)
User has different roles
![Page 32: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/32.jpg)
Time to wonder…
What are you doing to unlock your customer’s
potential?How can you embed ‘co-
culture’ into everything you do?
![Page 33: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/33.jpg)
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd
![Page 34: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/34.jpg)
Intermezzo: Culture Eats Strategy For Breakfast
i
![Page 35: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/35.jpg)
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
![Page 36: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/36.jpg)
“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
![Page 37: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/37.jpg)
Platforms unlock potential
4/6
![Page 38: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/38.jpg)
“Uber, the world’s 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.”
- Tom Goodwin, senior VP of strategy & innovation at Havas Media
![Page 39: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/39.jpg)
Who needs banks?
![Page 40: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/40.jpg)
Who needs supermarkets?
![Page 41: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/41.jpg)
“We believe that applying the open
source philosophy to our patents will
strengthen rather than diminish Tesla’s position
in this regard.”-
Elon Musk, TeslaPhoto credit: https://www.flickr.com/photos/heisenbergmedia/10611397123
![Page 42: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/42.jpg)
#Energyondemand
Uber partnership with Red Bull to deliver free energy drinks, during one afternoon in Amsterdam.
![Page 43: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/43.jpg)
Platforms + platforms
![Page 44: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/44.jpg)
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?
![Page 45: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/45.jpg)
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
![Page 46: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/46.jpg)
Small + quick = beautiful
5/6
![Page 47: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/47.jpg)
Lean Start-up Philosophy
Create
Measure
Learn
![Page 48: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/48.jpg)
“We are just a learning machine. Every time we put out a new show, we are analyzing it, figuring out what worked and what didn’t so we get better next time.” - Reed Hastings, Netflix
Photo credit: https://www.flickr.com/photos/sebaso/17196974290
![Page 49: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/49.jpg)
Vaak gehoorde quote rondoktober/november
Who can sit next to Zuck?
![Page 50: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/50.jpg)
Flexible problem solving
![Page 51: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/51.jpg)
“We’ve got some budget left. We need to spend it this year.”
“”
A often-heard phrase around October/November
![Page 52: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/52.jpg)
Time to wonder…
How can you increase learning?
How can you increase flexibility?
How can you increase speed?
![Page 53: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/53.jpg)
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
Agile
![Page 54: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/54.jpg)
User focus
6/6
![Page 55: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/55.jpg)
Spotify’s ‘Relationship Sauce’
source: Rahul Sen, Lead Growth Designer, Spotify
![Page 56: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/56.jpg)
People Technology Change
+ = ?
People are the steady bit
![Page 57: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/57.jpg)
People Technology Change
+ =User needs &
motivations are relatively stable
Uncertain. Constantly
evolving
?
People are the steady bit
![Page 58: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/58.jpg)
The Canary red thread = User First
![Page 59: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/59.jpg)
User Needs
Motivations
Purpose
Value
The Canary red thread = User First
![Page 60: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/60.jpg)
The Flip: People are always central><
![Page 61: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/61.jpg)
The Flip: People are always central><
![Page 62: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/62.jpg)
Customer Experience
Talent
New Products
Tech
Process
The Flip: People are always central><
Marketing
![Page 63: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/63.jpg)
Number 1 attribute for success in digital world according to business leaders?
study University of South California
![Page 64: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/64.jpg)
Number 1 attribute for success in digital world according to business leaders?
Empathy
study University of South California
![Page 65: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/65.jpg)
Number 1 attribute for success in digital world according to business leaders?
Empathy
(the others: adaptability
curiosity holistic thinking
cross-cultural competence)
study University of South California
![Page 66: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/66.jpg)
666User-centric = pragmatic>>
Long-term thinking+ short-term doing
What can you makemore user-centric • in 6 days • in 6 months • in 6 years
Create
Measure
Learn
![Page 67: Why Social is key to drive your Digital Innovation Strategy](https://reader031.fdocuments.in/reader031/viewer/2022030305/587563ae1a28abd80a8b49fd/html5/thumbnails/67.jpg)
“Everyone has their face toward the CEO and their ass toward the customer.”
- Jack Welch again