Keynote I gave at DigitalFirst 2015 in Brussels.

1. WHATTO LEARN FROM SOCIAL
TO BECOME 'DIGITAL FIRST'
by@gerriesmits
15/10/15
ACANARYIN
THE COALMINE

2. Music
Industry
TV
Print
Media
Marketing
I worked in industries
disrupted by the internet

3. I even worked in government

4. +
Comms
Marketing
Business/
Product
Organi-
sation
Now, I help organisations change
to get more out of the internet.

5. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?

6. 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.

7. REVERSE
ENGINEER
KEEP CALM
AND

8. Personalisation
1/6

9. One size fits none

10. Feed the Feed
& Design For
Limited
Bandwidth
Your competitors on social are not
your industry competitors.
They are friends, media
companies, brands from other
industries.

11. You don’t reach
anybody.
You earn
somebody.

12. From Push
To Pull
To 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,…

13. “We know who you are”

14. Personalised
Anything
AltSchool and Knewton are
two players in education field,
focusing on advanced
personalised learning through
a data-driven approach.
— Resources

15. Time to wonder…
What are you doing to
increase advanced
relevance through
personalised
communication + services?

16. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?Personal

17. The Audience With
An Audience
2/6

18. Self-publishing heroes

19. From Pageviews to Share Value

20. Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERTISING
CONTENT
PURPOSE

21. Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERTISING
CONTENT
PURPOSE

22. Time to wonder…
Do you understand why
people share?
Do your communication +
products need SHO (sharing
optimisation)?

23. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?Personal
Audience

24. CoCrowd-Culture
3/6

25. Wisdom of the Crowd

26. Wisdom of the Crowd

27. 2 young guys from BellingCat
attributed the MH17 crash to a
Russian missile launcher in less than
a week
by scouring Instagram, Facebook,
Twitter, YouTube,…
Power of the
(dedicated)
Crowd

28. User has different roles

29. Time to wonder…
What are you doing to
unlock your customer’s
potential?
How can you embed ‘co-
culture’ into everything you
do?

30. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?Personal
Audience
Co+Crowd

31. Transparency
x

32. People like a shitstorm

33. People like a shitstorm

34. Intermezzo:
Culture Eats Strategy
For Breakfast
i

35. “If the rate of
change on the
outside exceeds the
rate of change on
the inside, the end
is near.”

36. “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

37. Platforms unlock
potential
4/6

38. “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

39. Who needs banks?

40. Who needs supermarkets?

41. Who needs ping pong paddles?

42. “We believe that
applying the open
source philosophy to
our patents will
strengthen rather than
diminish Tesla’s position
in this regard.”
-
Elon Musk, Tesla
Photo credit: https://www.flickr.com/photos/heisenbergmedia/10611397123

43. #Energyondemand
For 1 afternoon RedBull teams
up with Uber to deliver free
Energy drinks in Amsterdam.

44. 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?

45. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?Personal
Audience
Co+Crowd Platform

46. Small + quick =
beautiful
5/6

47. Lean Start-up Philosophy

48. Lean Start-up Philosophy

49. “Today’s most profoundly
impactful companies are using a
completely different operating
model.
These companies are
lean, mean, learning machines.
They hack together products and
services, test them, and improve
them, while their competition
edits PowerPoint. “
-
Aaron Dignan, Investor &
Change Strategist

50. Agile problem solving

51. Agile planning
100% Predictability =
0% Innovation

52. “We’ve got some
budget left. We need to
spend it this year.”
“”
A often-heard phrase around
October/November

53. “A management team
distracted by a series of
short term targets is as
pointless as a dieter
stepping on a scale
every half hour.”
-
Larry Page & Sergey Brin,
Google

54. Time to wonder…
How can you increase
autonomy?
How can you increase
agility?
How can you increase
speed?

55. Digital has impact on relationship
User Needs
Motivations
Purpose
Value
?Personal
Audience
Co+Crowd Platform
Agile

56. Userfocus
6/6

57. Spotify’s ‘Relationship Sauce’
source: Rahul Sen, Lead Growth Designer, Spotify

58. “We need to
unlearn persuasion
and learn usability. “
-
Russell Davies, strategist
Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/

59. + =
I want to show
my holiday
snaps. Show
off.
Smartphones. Instagram
People + Technology = Change

60. People Technology Change
+ = ?
People are the steady bit

61. People Technology Change
+ =
User needs &
motivations are
relatively stable
Uncertain.
Constantly
evolving
?
People are the steady bit

62. Digital First = User First

63. User Needs
Motivations
Purpose
Value
Digital First = User First

64. Flip The Perspective

65. Flip The Perspective

66. Flip The Perspective
…
Customer Experience
Talent
New
Products
Tech
Process
Culture

67. Flip The Perspective
666
What can you do:
- in 6 days
- in 6 weeks
- in 6 months
…
Customer Experience
Talent
New
Products
Tech
Process
Culture
+

68. 1997

69. 1997
Year of birth for
people turning 18 this
year.

70. They were 8 when
YouTube launched.
1997
Year of birth for
people turning 18 this
year.

71. THANK YOU >>
gerrie@gerriesmits.com
+32 491 354 365
@gerriesmits