The complete deck from the 2013 Littlefield Summit: The Evolution of Your Brand. Speakers included: William Pierce on How To Be A Change Agency; Steve Roop on Content Is Still King; Kurt Schweitzer on Digital Evolution to Revolution; Phill Nosworthy on The Value of Brand Purpose.
9. - Jack Welch
Why We Have To Constantly Change
@wdpearce
“When the rate of change outside
exceeds the rate of change inside,
the end is in sight.”
Tuesday, September 17, 13
10. ... are transforming the world of business
“Knowledge Economy” Virtual Organizations Mergers & Acquisitions
Electronic Commerce Digital Convergence Privatizations
How Are You Going To Stay In Business When...
@wdpearce
Tuesday, September 17, 13
12. 1. Change is a process that can only be led, not managed.
Are you ready to lead?
2. The change process must be linked to intrinsic, personal
motivations. What are they?
3. Change is a strategic imperative for every business.
4. Building capacity for change is an evolutionary process.
It never stops. Ever.
Principles Of Change
@wdpearce
Tuesday, September 17, 13
14. - George Washington was born.
- 25-year-old Benjamin Franklin
first penned “Poor Richard’s Almanac.”
- 44 years before the United States
would gain its independence from
British rule in 1776.
- It was also the year Rowland
Company was founded.
1732 Was The Year
@wdpearce
Tuesday, September 17, 13
15. - Started as a manufacturer of
shovels, spades, springs for wagon
wheels and other implements of
manual labor.
- Rowland is now a specialty
distributor/fabricator of industrial
power transmission components for
large machinery.
279 Years Of Change
@wdpearce
Tuesday, September 17, 13
16. - “It is going to be a challenge with the old-world way of
manufacturing…
- CEO said, “so we are segueing and getting more lines to
deal with manufacturers who have more types of the
emerging products.”
- Management sees the company undergoing even more
changes to remain an integral “problem solver” for industry.
In 2032, I Bet The Same Conversation
@wdpearce
Tuesday, September 17, 13
17. Creating Vision of Change
Motivating Change
Developing Support
Managing the Transition
Sustaining Momentum
The Vital Five
@wdpearce
Tuesday, September 17, 13
20. Resistance to Change
20% 40% 60% 80% 100%
Source: Information Week
Limitations of Structure
Lack of Executive Commitment
Lack of Executive Champion
Unrealistic Expectations
Lack of Cross-Functional Team
Inadequate Team and User Skills
Team Not Involved
Change Too Narrow
Barriers To Change Are Us
@wdpearce
Tuesday, September 17, 13
22. Threat to Power
Threat to Resource
Inertia
Limited Focus of Change
Organizational Resistance
@wdpearce
Tuesday, September 17, 13
23. Four Phases Of Death Transition
@wdpearce
Tuesday, September 17, 13
24. Four Phases Of Transition
@wdpearce
ResistanceDenial
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25. Four Phases Of Transition
Exploration Commitment
@wdpearce
Tuesday, September 17, 13
26. - The brain likes to maintain current state to guard the body from threats.
- Change is a disruption to this state. The natural reaction to a disruption is
the proverbial fight-or-flight response.
- Change can also be thought of as emotional pain. Ironically, the body reacts
to emotional pain the same as if it were physical pain.
- When you introduce change, your employees are fighting to avoid it as if their
lives depended on it, which their brains literally think is the case.
Hardwiring In The Brain
@wdpearce
Tuesday, September 17, 13
27. - Change in the brain is represented by
new wiring.
- New wiring is created from insights,
which happen when we make a brand
new connection in the brain.
- The brain loves insights. Insights release
various brain chemicals associated with
pleasure states.
What Is Change To A Brain?
@wdpearce
Tuesday, September 17, 13
28. - Reduce Status
- Create Certainty
- Introduce Autonomy
- Communicate Relatedness
- Ensure Fairness
Make It Easy Easier
@wdpearce
Tuesday, September 17, 13
29. - Nothing changes until
something changes.
- The Change Agent uses the
catalyst to motivate others of
the need for change.
Change Needs A Catalyst
@wdpearce
Tuesday, September 17, 13
30. Change
Sponsor
Change
Agents
Change
Target
These are individuals or groups with the power
to determine that a change will occur.
These are individuals or groups responsible for
seeing that a previously determined change occurs.
These are individuals or groups who are asked
to change something (knowledge, skills, or
behavior) as a result of the change.
Who’s On The Bus?
@wdpearce
Tuesday, September 17, 13
31. What would make
them supportive?
- Information / understanding?
- Involvement and ownership?
- Changes in planned actions?
- Direction from more senior managers?
- Evidence of the success of the change?
What would make
them resist?
- Personal threat?
- Non-involvement in decisions?
- Personal rivalries?
- Insufficient evidence in ‘trial period’
(defined by them)?
Influencing The Target
@wdpearce
Tuesday, September 17, 13
32. Understands Change Appreciates Others Manages
Resistance
Critical Skills Of Change Agents
@wdpearce
Tuesday, September 17, 13
33. Culture Capacity
Leadership Capacity
Individual
& Team Capacity
Future
State
Current
State
Leading
Designing
Reinforcing
Ending
Exploring
Beginning
Leadership
Communication
O
rganizationalT
ransition
PersonalT
ransition
Elements Of Change Enablement
@wdpearce
Tuesday, September 17, 13
34. Providing Resource for Change
Building a Support System
for Change Agents
Developing New
Competencies and Skills
Reinforcing New Behaviors
Staying the Course
Sustaining Momentum
@wdpearce
Tuesday, September 17, 13
36. The King & The Queen
Ruling In The Digital Age
Tuesday, September 17, 13
37. Is all content created equal?
Are we all kings of our own content creation?
Is posting a message to our friends the same
as posting one to 20,000 people?
Storytelling matters.
Content Is King
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42. Who are they?
What do they have in common?
Why are they interested in us?
What do they want or expect from us?
Knowing will help develop your voice.
Know Your Audience
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43. Develop Your Voice
How you talk to your audience.
Similar to casting an actor for a movie role.
Casual? Formal?
Always be conversational.
Listen.
Think about what they want to hear.
Say something worth hearing.
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44. Great content in a vacuum isn’t so great.
Grow your own channels—social media.
Tailor your content for each channel.
Same message, different deliveries.
Photos, memes, video, text, polls.
Know your channels.
Distribution Is Queen
Tuesday, September 17, 13
45. Know your audience.
Develop your voice.
Create content they’ll engage with.
Leverage your channels.
Be The King, Know Your Queen,
Rule The Digital Age.
Rule The Digital Age
Tuesday, September 17, 13
49. - 18 Years Old
- Had Lots of Hair
- Wore Glasses
- 38 Years Old
- Slightly Less Hair
- Lasik Surgery
20 Years Ago Today
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50. TV & Radio
20 Years Ago
Broadcast TV
Radio
Cable TV
Today
Broadcast TV
Radio
Cable TV
Digital Satellite TV
Satellite Radio
Connected TVs
Apple TV, Roku
Streaming video & audio
Netflix, Hulu, Xbox, Amazon,
YouTube, Pandora, iHeartRadio,
Spotify, iTunes Radio, Podcasts…
Tuesday, September 17, 13
53. Online
20 Years Ago
First Banner Ad didn’t
run until October 1994
Today
Banner Ads
Rich Media Units
Video Ads
Mobile Web Banners
Smartphone & Tablet Apps
Geo-Fencing
And many more…
Tuesday, September 17, 13
54. Social Media
20 Years Ago
Myspace launched 10 years later in Aug. 2003
Facebook in February 2004
Twitter in March 2006
Instagram just 3 years ago in Oct. 2010
Today
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Instagram
Foursquare
Hundreds of others
Tuesday, September 17, 13
55. Media
fragmenta-on
is
growing
at
an
exponen-al
rate,
crea-ng
an
ever
more
complex
media
environment.
Tuesday, September 17, 13
57. Every day people are
consuming 12 hours of
media in only 9 hours.
~Source: comScore
Tuesday, September 17, 13
58. 77% of connected users
watch TV with another device
Source: eMarketer 2013
To accomplish that, multitasking has become the norm.
Tuesday, September 17, 13
59. Media fragmentation and the explosion
of personalized media are cropping up so rapidly
that it’s almost impossible for digital marketers to keep up.
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61. RISE OF THE MACHINES
PROGRAMMATIC BUYING
Tuesday, September 17, 13
62. “Humans really are not suited to the task.
Not only are we too slow, but we're generally bad
with numbers and complain far too much.”
~Chris
Sukornyk
Tuesday, September 17, 13
63. Programmatic buying is the process
of executing media buys in an automated fashion
rather than through manual negotiations.
Tuesday, September 17, 13
64. A Brief History Of Digital Advertising Buying
- Digital advertising used to be purchased
and sold 100% manually.
- Those with ads to sell, such as Yahoo! or
MSN, would pitch their ad inventory
directly to advertisers and agencies.
- At the same time agencies and
advertisers would issue RFPs requesting
access to ad inventory available on the
publisher websites.
Tuesday, September 17, 13
65. As ad networks and the
alphabet soup of associated
platforms such as DSPs, SSPs
and RTB systems emerged,
the need arose for an
automated process to help
facilitate the buying and
selling of digital advertising.
Programmatic Buying allows advertisers and publishers
to interact in the complex landscape of today.
Tuesday, September 17, 13
66. Similar to the evolution of the stock market
where trades were once performed through human interactions
and are now primarily done through automated systems.
Tuesday, September 17, 13
67. Why Is This A Revolution?
- Advertisers can buy impressions individually,
not grouped by the thousands or millions.
- Each ad marketplace auction allows an
advertiser to serve one specific ad to one
single consumer in one single context realizing
true one-to-one marketing at scale.
Tuesday, September 17, 13
68. Benefits Of Programmatic Buying
Reduce Waste
Avoid payment for the
wrong kind of consumer
that happens to be
visiting a certain content
property or even the
right kind of consumer
when they are visiting in
the wrong context.
More Properties
Due to its real-time
connection with many
large inventory sources,
programmatic buying
can consider vastly more
websites and digital
properties than any
manual buying process
ever could.
More Data
Traditional buying may
define segments with just
a handful of attributes
like age, gender, income,
geography, education.
Programmatic buying
systems can evaluate
millions of data features
all in real time.
Tuesday, September 17, 13
69. Display Banners Video
Mobile Social
Multiple digital channels
currently supporting Programmatic Buying
Tuesday, September 17, 13
70. Nearly one-fifth of US display spending
will be automated this year.
- US display advertisers will
spend $3.34 billion this year on
real-time bidding ads, up 73.9%
from last year.
-Programmatic video advertising
accounts for 19% of the
marketplace up 71% versus 2012.
Tuesday, September 17, 13
73. Real-Time Bidding (RTB) is a method
of buying and selling through an online auction,
in real time, one ad impression at a time.
Tuesday, September 17, 13
74. Programmatic Buying and Real-Time Bidding (RTB)
are not interchangeable.
RTB is a feature of
programmatic—a subset.
Programmatic can serve
marketers, vendors that
don't bid in real time.
Real-Time
Bidding
Programmatic
Buying
Tuesday, September 17, 13
75. Ad Exchanges are the marketplace that facilitates
real-time, auction-based transactions.
Tuesday, September 17, 13
76. Just as there are multiple stock exchanges
(NYSE, Tokyo, London), there are multiple Ad Exchanges.
Tuesday, September 17, 13
77. Demand-Side Platforms (DSPs)
System that allows buyers
of digital advertising to
manage multiple ad and data
exchange accounts through
one interface.
Tuesday, September 17, 13
78. Data Management Platforms (DMPs)
Consolidate online and offline customer data
from various sources into a single location.
DMP
Website Data
3rd Party Data
CRM Data
Tuesday, September 17, 13
79. Data Management Platforms (DMPs)
Then break the data down into specific demographic and
behavioral segments that can be used to target online advertising.
Audience
Insights
Audience
Segmentation
Audience
Modeling
DMP
Tuesday, September 17, 13
80. DMPs are designed to help both marketers
and publishers make the data they have actionable.
Tuesday, September 17, 13
81. DMP RTB DSP Exchange
Programmatic Buying is the process of executing
media buys in an automated fashion.Advertiser
Publisher
Technologies facilitate the automated process.
Tuesday, September 17, 13
82. “Programmatic Buying will become the dominant method
of purchase across all media channels in the near future.”
~Bonin Bough
Tuesday, September 17, 13
83. Analysts predict television will be the next form
of media to embrace Programmatic Buying.
Today, we can already buy digital OOH
across the country using the programmatic
auction in taxi cabs, malls, airports, and
other digitally connected settings.
As off-line media takes on digital buying
principals, the line between digital
advertising and traditional advertising
may soon be erased.
Tuesday, September 17, 13
84. Automation will not replace media management.
- Programmatic Buying is both an art and a science.
- The scientific component—the algorithm—gets most of the
glory, but the human element is crucial to proper execution.
- Algorithms are only as good as the data that feeds them,
and data is only as good as the strategies it informs.
The human element of Programmatic Buying
is critical to its success.
Tuesday, September 17, 13
85. The Evolution of media through fragmentation has
created an ever more complex media landscape.
Marketers need to embrace the “Programmatic Buying
Revolution” for the benefits it provides and to keep
in step with the future of advertising.
Tuesday, September 17, 13
91. 95% of Thinking is Subconscious. 5% is Rational.
Tuesday, September 17, 13
92. The single, most persuasive idea that’s:
- Most relevant to your customers.
- True to who you are.
- Can be delivered across all brand touch points.
The One Thing
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96. Top 50 Brands vs. S&P 500
Top 50 S&P 500
Tuesday, September 17, 13
97. A Brand Purpose
Each brand was built on an ideal
of improving lives in some way,
regardless of size and category.
What Did The Top 50 Have In Common?
Top 50 Brands vs. S&P 500
Tuesday, September 17, 13
98. Your Brand Purpose - Internal
- Gives employees a unified, inspiring reason
to go to work every day.
- Gives your entire business extreme focus—from
HR and Marketing to R&D and Finance.
- Helps you make a much stronger connection
with every customer interaction.
Tuesday, September 17, 13