eoi - estrategias en tiempos de crisis

Antonio Fontanini 1

CRISIS MANAGEMENTIN THE IMAGINATION SOCIETY

Antonio Fontanini 24 Noviembre 2009

Antonio Fontanini 2Antonio Fontanini

– 50 años, Italiano

– Doctor (Cum Laude) en Informatica (Matemáticas y Física) Universidad de

Pisa, Italia

– Postgrados: Mktg, Rel. Int., MBA (Elea, JHU, Cilea)

– Executive Education: University of Chicago Booth Business School (2008)

– Executive Education: Instituto de Empresa (2008)

– Member of Simposiums about "Globalization", Harvard University, (2009)

– [email protected]

– Skype/Yahoo Mesenger/Google Talk: antoniofontanini

Experiencia profesional/docente

Actual (3.0)

– Presidente de Erasmus Equities (Venture Capital, Hong Kong)

– Presidente de Informalia Consulting (Strategist Boutique)

– Consejero de Fonytel (Business Development)

– Consejero de Planet Capital (Holland)

– Director y Profesor Asociado, EOI: Masters en “Mktg y gestión com.” en

Perú, Venezuela y Tical y CME en México

– Profesor Asociado y Coach: IE Business School, Esade.

1989-2001 (2.0)

VP & Director General Amper, International Division

1986-1989 (1.0)

Director General Mktg Olivetti Systems & Networks

mailto:[email protected]

Antonio Fontanini 3

Agenda

Vivimos tiempos duros

Vivimos tiempos apasionantes

10 Consejos para dirigir en crisis

Antonio Fontanini 4

10 consejosGlobalizateInvierte en medios digitales

Engancha a tus clientes: experienciasCrea un gran equipo

Preocúpate por tu genteImpulsa la toma de riesgosConoce tus números y mide, mide, midePiensa Diferente

Invierte en InnovaciónCuida a tus clientes.

Antonio Fontanini 5

Agenda


Antonio Fontanini 6

Antonio Fontanini 7

THE 26 CORE GLOBAL RISKS

Antonio Fontanini 8

SOCIAL NET OF GLOBAL RISKS

Note: The sizes of the nodes in the social networking diagram indicate the assessment of the risk itself. The thickness of lines represent strength of correlation, while proximity of the nodes represents similarity of correlations. Source: Witold Henisz, Associate Professor of Management, The Wharton School, University of Pennsylvania, USA, based on

expert assessments of correlation (October 2007).

Antonio Fontanini 9

GLOBAL CRISIS FOOD PRICES DEMOGRAPHY THE “DECLINE” OF THE US THE MIDDLE EAST ENERGY THE ENVIRONMENT THE UNFORSEABLE

8 CORE GEOPOLITICAL RISKS

Antonio Fontanini 10

Antonio Fontanini 11FOOD PRICES


GERMANY AND JAPAN: FISCAL CRISIS


IN 2002HOW MANY AMERICANS IN TOP 10?

9IN 2008HOW MANY AMERICANSIN TOP 10?

2


US CURRENT ACCOUNT DEFICIT


THE END OF THE UP ESCALATOR


REUTERS/Jim Young

US HOPE


THE “HEART” OF GLOBAL TERROR


AFGHANISTAN

HAMID KARZAI


PML PARTY LEADER ACTUAL PRESIDENT (PPP)

NAWAZ SHARIFF ASAF ALI ZARDARI


PRIME MINISTER NURI AL MALIKI


AYATOLLAH ALI KHAMENÉI

P 1981-89


IRAN’S NUCLEAR REACTOR


THE STRAIT OF HORMUZ

40% OF WORLD OIL IS CARRIED BY THE STRAIT


ISRAEL CONTROLS THE WEST BANK


OIL: DISCOVERY AND PRODUCTION


“THE INCREASE IN CHINA ENERGY DEMAND

BETWEEN 2002 AND 2005 WAS EQUIVALENT TO

JAPAN´S CURRENT ANNUAL ENERGY USE”

NOVEMBER 13TH, 2007

CHINA ENERGY DEMAND


HIGHEST CAR OWNERSHIP, 2007


LOWEST CAR OWNERSHIP


ENVIRONMENTAL DOOMSDAY


THE UNFORSEABLE


Agenda


Vivimos tiemposapasionantes


http://www.youtube.com/watch?v=tEGHJuCbGdo

BRANDS IN SECOND LIFE


http://www.ted.com/talks/pattie_maes_demos_the_sixth

_sense.html

THE SIXT SENSE: PATTIE MAES EN TED.COM


Imagination Society


Larry Lessig


Comunidades

Antonio Fontanini 53THE IMAGINATION SOCIETY


CROWDSOURCING ADV

¿Who did produce the DORITOS last golden

minute ad of the SuperBowl

2007?

http://www.youtube.com/watch?v=3YJbbA_4TfQ





CROWDSOURCING ADV

A couple of Doritos

consumers, selected among

1000 spots in the Internet



Ubicuos Society


Mobile2.0 Conference


GOOGLE ANDROID G1


Marketing Móvil: Códigos BIDI

DIGITAL MARKETING TOOLS

http://www.youtube.com/watch?v=ckqr9bw9B3Q


http://www.youtube.com/watch?v=oBaiKsYUdvg

MINORITY REPORT


E-commerce/Nuevos Medios de Marketing –



US ADV AND MKTG SHARE 02-12


http://www.tivo.com/jump/redir.asp?main=HPNav&sub=HP_Redirect&URL=/0.0.asp


Hulu


Thomas L. Friedman


Globalización 1.0


Globalización 2.0


1750 Revolución Industrial

http://www.cranberrytownship.org/bicentennial/Printing%20press.jpg


Globalización 3.0


GLOBAL ECONOMY


Crisis Management

UNO Globalizate

BRICSLATINO AMERICAEUROPA DEL ESTE En tiempos de crisis hay lasmejores oportunidadesEbay, Amazon.com, Google, ..India, Irlanda, ... nacieron en la burbuja .com


BRICS IN 2008 PURCHASING POWER PARITY


El nuevo consumo de medios…


1. NESTLE KIT KAT NEW RECIPE

2. CARS: THE NEW FIAT 500

3. FAGOR PIROLISIS

4. VW AND BOURNE: PRODUCT PLACEMENT +

5. DESALIA: RON BARCELO WISH WORLD

6. ACCENTURE LOOKS FOR NEW CVS

7. AXE3 AND ITS CANNES GRAND PRIX

8. MAHOU AND SPAIN FOOTBALL ARMADA CONQUER E

9. FIGHT FOR KISSES BY WILKINSON

10. RELAX AND ENJOY WITH CAJAMADRID

11. COCA-COLA DREAMS FACTORY

BLENDED MKTG CAMPAIGNS


Campaña blended premiada en Cannes

Campañas Blended

http://www.youtube.com/watch?v=HUYV8VbF12I


UNILEVER GOT THE GRAN PRIX TO THE BEST INTEGRATED CAMPAIGN FOR ITS AXE3 “CHOQUES” SPOTCOMBINING TWO SPRAY FRAGRANCES (AND TWO WOMEN)

AXE3 CAME AS A PACK WITH 2 FRAGRANCIES FOR 10 DAYS ONLY AFTER THE CAMPAIGN

IN THE STREET BY THE MOBILE AND IN THE WEB SITE: PEOPLE HAVE TO VOTE ABOUT THE IDEAL MIX

INCREASE OF 50% IN SALES

7. AXE 3 CANNES AD GRAND PRIX

http://www.youtube.com/watch?v=2mQx9gzl05Y


AXE3 ADV

http://www.youtube.com/watch?v=2mQx9gzl05Y


CAMPAIGN4 TITANIUM BLADES NEW SHAVING KIT LAUNCHSHAVE YOURSELF AND COMPETE WITH YOUR KID SKINMINISITE WITH ENORMOUS VIRAL CONTENTPURCHASE WILKINSON PRODUCTSADVERGAME WHERE FATHER AND SON FIGHT FOR MUM KISSESTHE ADVERGAME TOO HEAVY: YOU MUST DISCHARGE ITBLENDED? NO: ONLY ON-LINERESULTS WERE POOR

http://www.youtube.com/watch?v=LuSBCIV1zuQ

http://www.ffk-wilkinson.com

9. FIGHT FOR KISSES BY WILKINSON


http://www.ffk-wilkinson.com/


WILKINSON FIGHT FOR KISSES





WOMM MARKETING


700 US$M in donations: 3M people


“YES, INTERNET COULD”

http://www.youtube.com/watch?v=FHkivyU0UaI

http://www.youtube.com/watch?v=c6uiwLLoO_4


BARAK OBAMA AND BUDWEISER“WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube

IN 2000 BUDWEISER LAUNCHED A VIRAL TV SPOT BASED ON A GROUP OF BLACK BUDDIES, HAPPY, LAZY, HAVING

FUN, WATCHING TV AND HAVING A BUDWEISER BEER

IN 2008 AMERICA HAS CHANGED AND SO THE BUDDIES GROUP: IRAK, THE FINANCIAL CRACK, KATRINA, UNEMPLOYEMENT HAS HIT THE US STRONGLY.

CHANGE IS THE WORD THAT COUNTS NOW.THIS VIRAL WAS USED BY OBAMA FINANCIAL

SUPPORTERS TO COLLECT MONEY FROM PEOPLE.

http://www.youtube.com/watch?v=L38wthA4Ld0

http://www.youtube.com/watch?v=Qq8Uc5BFogE

http://www.youtube.com/watch?v=L38wthA4Ld0

http://www.youtube.com/watch?v=Qq8Uc5BFogE


Blogging as a Business Tool


What IS a blog?Blogging as a Business Tool



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Conversations andhow we monitor them


70+ Million Weblogs

March 07March 03

Source:http://www.sifry.com/alerts/archives/000493.html

http://www.sifry.com/alerts/archives/000493.html


GLOBAL ECONOMY



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Social Media Marketing Seminar

United breaks guitars


http://www.youtube.com/watch?v=5YGc4zOqozo

UNITED BREAKS GUITARS


http://www.youtube.com/watch?v=OhBmWxQpedI

DOMINOS PIZZA CRISIS AND RESPONSE

http://www.youtube.com/watch?v=7l6AJ49xNSQ




GLOBAL ECONOMY


GUERRILLA MARKETING


MINI


DUREX


Crisis ManagementDOSInvierte en los medios digitalesEl marketing digital tiene EL MEJOR ROINo necesita dinero, sino

creatividad


Crisis Management

Abre una cuenta de tu empresa en Twitter


Crisis Management

Abre una cuenta de FANS de tuempresa en

FACEBOOK


Abre un Blog corporativo (si puedes)


Crea un Podcast


Crea un Webinar

Dimdim, Yugma


Crea un Stream de Video

Ustream


Crisis ManagementTRESEngancha a tus clientes con“branding emocional” y dale una

experiencia memorable


http://www.youtube.com/watch?v=fC3zgqgLdXM

HELLMANN: COMPLEJO DE EDIPO


CONSUMERING (*)

STRATEGIESINTENSIVE IN EXPERIENCES

ABERCROMBIE & FITCHAPPLENESPRESSOTHE SAMSUNG CONCEPTNIKE-ID-STUDIO

(*) by Javier Rovira


http://www.youtube.com/watch?v=Ax1Z6lRgTDg

NESPRESSO: WHAT ELSE?


GLOBAL ECONOMY


Crisis ManagementCUATROPreocupate por crear un granEquipo: “La estrategia Tiffany”


DIVERSITY

MULTI-CULTURAL

MULTI-SECTORS

EMPOWERED

TAKING RISKS

The best team


Interdisciplinary experiences


Taking decisions: avoid silos


Multi-Sectors


Team work


EMPOWERMENT

Strategic uncertainties

Critical performance

variables

Core values Risks to be avoided

Businessstrategy

Beliefs systems Boundary systems

Interactive control systems Diagnostic control systems

1

4

2

3

Staking out the territory

Getting the job done

Getting Commitment on big goals

Positioning for tomorrow

Internal controls


Explore Break-through businesses


GENETICALLY MODIFIED SEEDSCARBON CREDITS TRADING (KYOTO)


Explore the long tail


Crisis ManagementCINCOPreocupate por tu gente“Marketing Interno”


Our People are our strategy


There is a story beyond any person


Execute Leadership


BRANDson

Antonio Fontanini 166 LEADERS?


change is the process by which the future invades our lives-> Alvin Toffler


Crisis ManagementSEISRemueve todos los obstáculos queimpiden a tu gente

Tomar riesgos


Thomas Watson, IBM story

- A young Manager decided an investment of 100M$ which went wrong;

- He wrote a letter of resignation he handed to Mr. Watson;

- He asked for: “Why do you want to leave? We have just invested 100M$ in your education!”

FAILURE AS A LEARNING TOOL


La mejor empresa del mundo


FAIL OFTEN TO SUCCEED SOONER

- Innovative, wild ideas, brainstorming- They hire people who do not listen- Un-limited Experimentation- To develop truly innovative products- Culture around Prototyping: rough, rapid and right (3 R`s)- Enlightened trial and error- Celebrate failure as learning opportunities- Playful atmosphere with flat hierarchies and no fear.

THE IDEO BUSINESS CASE


Necesitan a un buen fichaje?


http://www.youtube.com/watch?v=xUFm8CJWJ14

THE BEST JOB IN THE WORLD: MITCHELL CV


+ 42.000 videos from 201 countries

4,5 million people voted

They generated 6.000 news

Worldwide Media coverage of 80 million USD


Coaching great managers


Crisis ManagementSIETEConoce tus números y midelo todo


Focus on the big picture (business model)


VALUEPROPOSITION

COSTSTRUCTURE

CUSTOMERRELATIONSHIP

TARGETCUSTOMER

DISTRIBUTIONCHANNEL

VALUECONFIGURATION

CORECAPABILITIES

PARTNERNETWORK

REVENUESTREAMS

INFRASTRUCTURE CUSTOMEROFFER

FINANCE

a business model describes the value an organization offers to various customers and portrays the capabilities and

partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating

profitable and sustainable revenue streams

Business Modelling


• team management• event management• venue management

• ticketing• VIP relationship

management• video crew

• …

• attractive soccer• 360º event (match,

dining, shopping)• exclusive VIP lounges

• merchandising• renting out stadium

• …

• stadium• POS networks

• club website (+online TV)• club cable TV channel

• mobile phone TV channel• …

• play attractive & win games

• brand management• video images

• channel management

• fans (families, etc.)• fan groups• companies

• event/concert organizers• advertisers

• …

• team & maintenance• infrastructure management

• marketing• video

• Ticket fees & season tickets• online TV subscription revenues

• revenue sharing cable & mobile phone TV• renting out stadium for events

• advertising revenues• merchandising revenues

• food & beverages• ticketing services

• promoters• ad placement

• telecom operator• TV operator

• …

• personalized web profile• newsletter

• team blog (RSS)• VIP events with team

• …

Value Proposition Distribution Channel Target Customer

Customer RelationshipPartner Network

Activity ConfigurationCore Capability

Cost Structure Revenue Model

the big picture


Use tools to stay focussed


#1 Financial performance measures the tangible outcomes from the strategy (Revenues, Costs, …).

#2. The customer value proposition defines the source of value (Customer Satisfaction/Loyalty).

#3. Strategic processes create value for customers and shareholders (Quality).

Internal Business Perspective

Financial Perspective

Customer Perspective

SustainedShareholder

Value

Operations Management

Processes

Customer Management

Processes

Innovation Processes

Productivity Revenue Growth

Price Quality Time Function Relation Brand

Product/Service Attributes Relationship Image

Regulatory and Social Processes

Learning & Innovation Perspective

Human Capital

Information Capital

Organization Capital

#4. Aligned intangible assets drive improvement in the strategic processes.

Balanced Scorecard


Measure, measure, measure, ….


Guarantee strategic fit


DOING THE RIGHT THING(EFFECTIVENESS)

AND/OR

DOING THE THING RIGHT(EFFICIENCY)


Crisis ManagementOCHOPiensa Diferente

“Craziness is doing every day the same thing and expecting a different result”

(Albert Einstein)


think outside-of-the box


• compete in existing markets

• beat the competition

• explore existing demand

• make the value/cost trad-off

• align with differentiation OR low cost

• create uncontested markets

• make competition irrelevant

• create & capture new demand

• break value/cost trad-off

• align with differentiation AND low cost

RED OCEAN BLUE OCEAN


NetJets: Fractional Ownership


Zopa.com: Peer-to-Peer lending


Crisis ManagementNUEVEBusca y promueve la

Innovación


Innovation

business model innovation

product & service innovation

process innovation

technology innovation


business model innovation


product & service

innovation

Antonio Fontanini 201process innovation


technology innovation


Crisis Management

DIEZ Cuida a tus ClientesLlama a los antiguosDile a los actuales cuantolos quieresLlama al cliente que acaba de

comprarte y preguntale¿que tal?


Government, Regulators, Environmentalists

Customers

CustomersCustomers

Partners, Suppliers, Financiers, Trade UnionsEmployees, Shareholders, Internet

(Karma) CustomersCustomer

s

New stakeholders


Getting stakeholders trust


GLOBAL ECONOMYTransparency


http://www.youtube.com/watch?v=iYhCn0jf46U

DOVE EVOLUTION




personalization

Learn!


Products custom centered


MIS PRINCIPIOS SAGRADOS

- Dirigir de acuerdo con mis principios, no por procedimientos- El mercado dicta todo lo que haremos- Creo en la calidad, estrategias y planes competitivos, trabajo en equipo, pago por resultados, responsabilidad ética - Busco gente que resuelva problemas y ayude a sus colegas. Hecho a los intrigantes- Me involucraré en la estrategia, no en su implementación, que es de los ejecutivos- Que me informéis en modo informal, no me escondáis nada.

MANAGEMENT IN ALL TIMES


MIS PRINCIPIOS SAGRADOS

- Muévanse rápido: si cometemos errores que sean por ser demasiado rápidos y no demasiado lentos- La jerarquía me importa muy poco: reunamos alrededor de las mesas a la gente que ayude en resolver problemas- No me gustan los comités ejecutivos- Si tenemos que competir hay que mejorar nuestros ratios con los de la competencia- Dirigir para el corto Y para el largo plazo - Los clientes y nuestros empleados son lo único que vale.

MANAGEMENT IN ALL TIMES


DOING WELL BY

DOING GOOD


PLAYING FOR CHANGE

Connect the Humanity through music by providing resources to musicians and their communities all around the World. They make film series and songs to promote their message and foundation, thanks to its uniqueness and universal values.

- They take something universal and attractive: The Music.- They ask their end-users to perform well-known songs.- They make an outstanding and original product with it.- They use virality and digital media to promote it.- They get a lot of traffic in their web page

http://www.playingforchange.com/

http://www.youtube.com/watch?v=YC-LBpqa9EY

http://www.playingforchange.com/

http://www.youtube.com/watch?v=YC-LBpqa9EY


http://www.youtube.com/watch?v=4xjPODksI08

“One Love” version


Unlearn


http://www.youtube.com/watch?v=ljLQYUX0Eik

FORD EXPLORER




WHAT TO DO TO CHANGE THE WORLD?


SMILE


[email protected]


Images, slides, Inspiration, etc.Flickr, YoutubeSlideshare.netBlog de Enrique DansManuel Alonso Coto “Blended Mktg”IE Blog multimediaDr. Ganesh (UCF), Prof. Marvin Zonis (Chicago BSB), Prof. Robert Kaplan (Harvard), Blog de Seth GodinBlog Techcrunch

THANKS


BIBLIOGRAPHY

eoi - estrategias en tiempos de crisis

Business

food prices antonio

masters en mktg y gestin

pattie maes en

crisis management

core global risks

tus clientes

fiscal crisis

ubicuos society