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Wisdom Workers & The Digital Transformation

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This was my keynote for Intelligent Content 2017. We need evolved storytelling and emotional data.

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Wisdom Workers & The Digital Transformation

  1. 1. WISDOM WORKERS& T H E D I G I T A L T R A N S F O R M A T I O N
  2. 2. “inventing the shipwreck” - Paul Virilio
  3. 3. a funny thing happened on the way to the digital transformation… part 1.
  4. 4. @ Robert_Rose ENHANCE
  5. 5. @ Robert_Rose THE DIGITAL TRANSFORMATION
  6. 6. @ Robert_Rose EWHERE DID OUR E-BUSINESS CZAR GO? “most CEO’s see the value of appointing an 
 e-business czar - an executive to create and oversee the enterprise e- business strategy. It’s a transient figure, lasting no more than 24 months. ” INFOWORLD, 2001
  7. 7. @ Robert_Rose we digitized the analog world
  8. 8. @ Robert_Rose
  9. 9. @ Robert_Rose the content technology revolution was realized at the expense of the value of content itself…
  10. 10. @ Robert_Rose your future does not lie in managing copy, or content or using software to fit current business needs… …it will be in your ability to wisely reinvent the business focusing on NEW customer experiences…
  11. 11. @ Robert_Rose 34% don’t have all the tools AND don’t fully utilize the ones they have 8% Fully utilized mar-tech stack 25% all the tools but not fully 
 utilized 33% don’t have all tools but fully utilize what we have http://chiefmartec.com/2015/08/9-marketers-complete-fully-utilized-martech-stack/ TECHNOLOGY WILL SAVE THE DAY
  12. 12. @ Robert_Rose The Right Technology In Place To Manage
 Content Marketing Efforts Digital Content Marketing Tech ICC 2017 Content Strategy Study
  13. 13. @ Robert_Rose Better use tech Build content strategy Map customer journey Artificial Intelligence Develop workflows Management buy-in Set up content team 0 17.5 35 52.5 70 GREATEST EDUCATIONAL NEEDS
 REGARDING CONTENT MANAGEMENT Digital Content Marketing Tech ICC 2017 Content Strategy Study
  14. 14. @ Robert_Rose MARKETERS ARE CONFIDENT? KANTAR VERMEER / AMA 2017 MARKETING CONFIDENCE STUDY SO WHAT ARE WE SO CONFIDENT ABOUT? -6% -5% -13% -11% HAVE THE RIGHT CAPABILITIES? DOING THE
 RIGHT THINGS
 FOR GROWTH INVEST IN CUSTOMERS THAT MATTER WE UNDERSTAND ROI -8% HAVE THE RIGHT OPERATING MODEL
  15. 15. @ Robert_Rose Technology
  16. 16. @ Robert_Rose algorithms, automation, and ai, oh my!
  17. 17. this is where content & marketing is… thoughtful strategy has given way to execution. creative insight has given way to failing fast. innovation has given way to acceptable inefficiency.
  18. 18. @ Robert_Rose the rise of the wisdom of stories and emotional data part 2.
  19. 19. @ Robert_Rose data clicks registrations form fills email addresses page views social posts likes followers shares user session traffic source adwords platform or device system content grouping site speed app tracking event tracking sale time on site bounce rate clickthrough rate open rate subscriber name, email title address
  20. 20. @ Robert_Rose Emotional Data Given vs. Gathered
  21. 21. @ Robert_Rose Example… Poll Survey… 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Topic A Topic B Topic C Topic D 0 1 2 3 4 5 6 Topic A Topic B Topic C Topic D
  22. 22. @ Robert_Rose what does this mean? it means we’re in this together
  23. 23. @ Robert_Rose “facts are commodities”
  24. 24. @ Robert_Rose “the knowledge worker” 1957-2017
  25. 25. “the wisdom worker” 2017 -
  26. 26. @ Robert_Rose “street smarts” the “power of judging rightly and creating the soundest course of action, based on knowledge, experience, understanding, etc.” (Webster’s New World College Dictionary, 1997, p. 1533). “wisdom”
  27. 27. content is invented experience technology can
 enable and scale emotional intelligence &can you invent remarkable experiences can you add YOU
 into the experience if you invent more meaningful questions can you create more emotional data
  28. 28. @ Robert_Rose what do you really do?
  29. 29. @ Robert_Rose “invent shipwrecks”
  30. 30. @ Robert_Rose Believe IN THE SHIP.
  31. 31. @ Robert_Rose
  32. 32. @ Robert_Rose B Lets go quietly 
 and invent shipwrecks together!

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