digital darwinism and digital dinosaurs

DIGITAL DARWINISM AND DIGITAL DINOSAURSDr Jim Hamill

www.energise2-0.com @DrJimHamill www.linkedin.com/in/drjimhamill

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A conversationnot a broadcast presentation

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Theme for Today

Business & Personal Success in an Era of Disruptive Technologies

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Social Media Revolution 2013

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What do the following companies/products have in common?

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In Common?

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What about these ones?

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Digital Dinosaurs

All have become (or could become) Digital Dinosaurs due to their failure to adapt to Disruptive Technologies

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What Does HMV Stand For?

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(HMV) Hopelessly Misplaced Vision

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Rearranging Deck Chairs

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Who Will Be The Next Dinosaur?

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Blackberry?

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Microsoft?

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Who Will Be Next?

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MOOCs

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The Future of Education

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Spot the Dinosaur

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The Future of Higher Education?

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Digital Darwinism

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Digital Darwinism

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Digital Darwinism

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WTF

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Emerging Markets

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So why now…..?

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Why Now?

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Why Now?

Social Media + Mobile + The Cloud + Big Data + Gen C

= The End of Business as Usual

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The Connected Customer

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The Connected Customer is also the Connected Employee

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The Connected Customer

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Implications?

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Social Media – Big in MENA

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No organisation too big to fail, nor too small to succeed

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Do we need to adapt or die?

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Digital Darwinism

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Customer empowerment and the declining effectiveness of traditional approaches to sales and marketing

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Power Shift

Social media empowers customers, empowers the network

We no longer control the brand The brand becomes the customer

experience of the brand – experiences that are widely

shared online

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Brian Solis - Ultimate Moment of Truth

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Rethinking Marketing & PR

Unlearn marketing

New ‘mindset’ required

Stop telling people how good we are. Prove it.

A shift from Outbound Marketing to Inbound/Content BasedMarketing

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Inbound v. Outbound

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Old Marketing (Outbound)

• Propaganda marketing – this is how great our product/service is, now buy it

• Interruption marketing –direct mail, advertising

• One way shouting AT customers

• Short term sales/campaign driven

• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you

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Reality Check

Customers are no longer passive sheep

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Inbound/Content Marketing

• Content is King! – But content is only ‘great’ if it adds value to the customer so….

• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;

Compelling; Entertaining; Surprising; Valuable; Interesting

• Establish your company as a ‘thought leader’ – a ‘trusted resource’

• Produce great content and your customer will come to you. Produce really great content and they will share it

• Key channels are ……………..

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Inbound/Content Marketing

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Inbound/Content Marketing

• Overall objective is to ignite or elevate your business through great content

• Sell without selling

• Build a quality online network – a quality customer base through high value content and engagement

• Great content drives conversation. Conversation drives engagement. Engagement drives sales

• Great, customer led content is a Competitive Advantage

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The Elevation Principle

Great Content +Other People –MarketingMessages =Growth

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Great Content Ignites Your Business

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Create Music Not Noise

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The Importance of Key Influencers

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Constantly connected customers (especially Digital Natives) require constantly connected

Social Customer Service Excellence

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Digital Natives (2005)

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Rupert Did Not Assimilate Too Well - $580m Failed Acquisition

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Social Customers

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Brand Sentiment

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Social Customer Service

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Email has become a productivity buster – there is a better way of doing business

………become a Social Business

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The times they are a changin'

• Current leading-edge thinking is that we are on the verge of another tectonic shift: from Social Media to Social Business

• A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally)

• Organisations who ‘get this’ will survive and prosper - those who don’t will become 21st century dinosaurs

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Do You Need to Become Social?

• Are you struggling with too many emails?

• Attending too many meaningless meetings?

• Wasting time looking for that file/information you know you have?

• Dealing with more discerning and demanding customers?

• Do you feel disengaged?

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Do You Need to Become Social?

• Can improvements be made in internal communications?

• Improvements in knowledge sharing and business processes?

• Improvements in external communications?

• Faster response times?

• Is your organisational structure too hierarchical? Does it encourage innovation?

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Productive Time

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Productivity Busters

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Global Workforce Survey 2012

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eMail v. Social

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A Better Way to Collaborate

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Enterprise Networking Tools

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Social media and career development:build your own personal brand online

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SM for Career Development

Effective use of Social Media is becoming ‘mission critical’ to your career development:

Employers are increasingly using SM in recruitmentBrand differentiation – innovative use of SM will help

you stand out from the crowdA new approach to recruitment/career development

based on relationships and networking Improves the effectiveness and efficiency of your

efforts through ‘attraction based’ marketing v. the traditional approach to applying for jobs

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Traditional Approach

• Develop a resume/CV and covering letter• Search/find vacancies• Submit CV/covering letter for available job or ‘on spec’• Wait for the phone call/email that never comes because the job market is becoming increasingly competitive

Same as above but go through an agency/online job site

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Insanity Defined

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Social Media for Recruitmenthttp://mashable.com/2011/08/28/social-media-recruiting-infographic

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A New Approach Built Around Your Online Brand Identity/Digital Footprint

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Suggested Approach

Use Social Media to:

• Search/listen/keep an ear to the ground• Build your personal brand, differentiate, stand out from the crowd

• Identify, join, lurk, participate in relevant forums, groups

• Actively engage/network – build relationships

• Leverage ‘attraction’ based marketing

• Monitor performance and ‘buzz’

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Build your Personal Brand, Differentiate, Stand Out

from the Crowd

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Main Channels

• Personal blog for ‘telling your story’• Twitter for conversations• Linkedin for professional networking• Facebook for personal stuff (but be careful, very

careful)• Google + - the ‘new kid on the block’• Develop a Youtube Channel including your own

video e.g. presentations• Your resume/CV as an Infographic

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Infographic

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Infographic

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Actively Engage/Network/Build Relationships

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Follow Best Practice

• Add value• Don’t SHOUT• Talk WITH rather than AT• Listen first• Don’t be a show off• Don’t get angry or respond in an aggressive way• Be careful of your ‘digital footprint’• Don’t spam or over post• Don’t underestimate the power of the network• Hang out in the right places with the right people

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Be Social

‘Be Social Before Doing Social’

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Some Useful Tools and Apps

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Some Useful Tools and Apps

• Feedly for Social Media Listening• Pocket for bookmarking content• BufferApp for scheduling posts• Mention for monitoring brand sentiment• Hootsuite as your Social Media Management

Dashboard• Wordpress for blogging• Internal networking and collaboration tools e.g.

Yammer; Salesforce Chatter (Social Business)

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SM Skills a Must for MBAs

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Bob Dylan (Mashed Up )

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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Let's Discuss

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Adapt or Die

Are we changing quickly enough?

Are we ready?

International competitors?

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What road are we on?

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of social

technologies for engaging with and energising customer, employee and partner relationships

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‘Getting There’

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‘Social Media Planning Pays’

Strategy Drives Tactics: Never the Other Way Round

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Rethinking Innovation……..