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Why Social is key to drive your Digital Innovation Strategy

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Why Social is key to drive your Digital Innovation Strategy

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My talk at Social Media Summit 2015. Social is a Canary in the Coalmine. We can learn from the effects it has had on communications as well as from the culture that the social media companies cultivate.

My talk at Social Media Summit 2015. Social is a Canary in the Coalmine. We can learn from the effects it has had on communications as well as from the culture that the social media companies cultivate.

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Why Social is key to drive your Digital Innovation Strategy

  1. 1. WHY SOCIAL IS THE KEYTO DRIVE (INNOVATION) STRATEGY by@gerriesmits 17/12/15 ACANARYIN 
 THE COALMINE
  2. 2. Music 
 Industry TV Print 
 Media Marketing I worked in industries 
 disrupted bythe internet
  3. 3. I even worked in government
  4. 4. + Comms Marketing Business/ Product Organi-
 sation Now, I help organisations change to get more out ofthe internet
  5. 5. Digital raises questions
  6. 6. Digital raises questions ?
  7. 7. The amount ofyears running that CEOs have pointed at technology as the single most important external force shaping their organisations 4 IBM study
  8. 8. 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.
  9. 9. REVERSE ENGINEER KEEP CALM AND
  10. 10. Personalisation 1/6
  11. 11. The audience of 1
  12. 12. Design For
 Limited
 Bandwidth! 
 
 Design forthe Thumb Swipe! Your competitors on social are not your industry competitors. They are friends, media companies, brands from other industries.
  13. 13. You don’t reach anybody. You earn somebody.
  14. 14. 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,…
  15. 15. “We knowwho you are”
  16. 16. One Size Fits None in productsOne Size Fits None in products
  17. 17. Personalised Anything AltSchool and Knewton are two players in education field, focusing on advanced personalised learning through a data-driven approach. — Resources
  18. 18. Time to wonder… What are you doing to increase 
 advanced relevance through personalised communication + services?
  19. 19. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal
  20. 20. The Audience With An Audience 2/6
  21. 21. Self-publishing heroes
  22. 22. From Pageviews to Share Value
  23. 23. WhyWould They Share? inspired by Faris Yakob ACTIONS TOOLS ADVERT CONTENT PURPOSE
  24. 24. WhyWould They Share? inspired by Faris Yakob ACTIONS TOOLS ADVERT CONTENT PURPOSE
  25. 25. Time to wonder… Do your communication + products need SHO (sharing optimisation)? Do you understand why people share?
  26. 26. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience
  27. 27. CoCrowd-Culture 3/6
  28. 28. Wisdom ofthe Crowd
  29. 29. Wisdom ofthe Crowd
  30. 30. Steam platform • 4500 games • 125m users • 450m pieces of user generated content User = 
 creator / remixer
  31. 31. User has different roles
  32. 32. Time to wonder… What are you doing to unlock your customer’s potential?
 How can you embed ‘co- culture’ into everything you do?
  33. 33. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd
  34. 34. Intermezzo: Culture Eats Strategy For Breakfast i
  35. 35. “If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
  36. 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. 37. Platforms unlock potential 4/6
  38. 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. 39. Who needs banks?
  40. 40. Who needs supermarkets?
  41. 41. “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
  42. 42. #Energyondemand Uber partnership with Red Bull to deliver free energy drinks, during one afternoon in Amsterdam.
  43. 43. Platforms + platforms
  44. 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. 45. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd Platform
  46. 46. Small + quick = beautiful 5/6
  47. 47. Lean Start-up Philosophy Create Measure Learn
  48. 48. “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
  49. 49. Vaak gehoorde quote rond
 oktober/november Who can sit next to Zuck?
  50. 50. Flexible problem solving
  51. 51. “We’ve got some budget left. We need to spend it this year.” “” A often-heard phrase around
 October/November
  52. 52. Time to wonder… How can you increase learning? How can you increase flexibility? How can you increase speed?
  53. 53. Digital has impact on relationship User Needs Motivations Purpose Value ?Personal Audience Co+Crowd Platform Agile
  54. 54. Userfocus 6/6
  55. 55. Spotify’s ‘Relationship Sauce’ source: Rahul Sen, Lead Growth Designer, Spotify
  56. 56. People Technology Change + = ? People are the steady bit
  57. 57. People Technology Change + = User needs & motivations are relatively stable Uncertain. Constantly evolving ? People are the steady bit
  58. 58. The Canary red thread = 
 User First
  59. 59. User Needs Motivations Purpose Value The Canary red thread = 
 User First
  60. 60. The Flip: People are always central ><
  61. 61. The Flip: People are always central ><
  62. 62. Customer Experience Talent New Products Tech Process The Flip: People are always central >< Marketing
  63. 63. Number 1 attribute for success in digital world according to business leaders? study University of South California
  64. 64. Number 1 attribute for success in digital world according to business leaders? Empathy study University of South California
  65. 65. 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
  66. 66. 666
 User-centric = pragmatic >> Long-term thinking
 + short-term doing What can you make
 more user-centric • in 6 days • in 6 months • in 6 years Create Measure Learn
  67. 67. “Everyone has their face toward the CEO and their ass toward the customer.” - 
 Jack Welch again
  68. 68. THANK YOU >> gerrie@gerriesmits.com +32 491 354 365 @gerriesmits

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