how technology and business is changing communication
Post on 15-Sep-2014
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A look at how new changes in technology and business is changing the future of communications.TRANSCRIPT
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THE GAP
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"We cannot solve our problems with the same thinking we used when we created them."
- Albert einstein -
(stolen from the people at third wave berlin)
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THE GAP
Applying a digital world view to the challengesand ambitions of complex organizations..
- stolen from Undercurrent.com -
The communication industry is doing the same thing it has been doing for the last fifty years.
George Lois - advertising Paul Rand - design Bill Bernbach - public relations
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THE GAP
what about the next fifty?
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THE GAP
WIRED UK: If you had to list some industries right now that are in either a state of disruptive crisis or will be soon, what would they be?
Journalism, certainly, and publishing, broadly. Anything supported by advertising. That all of this is being disrupted is beyond question.
- Clayton Christensen, Professor of Business Administration at the Harvard Business School, Awarded the Number 1 Management Thinker in the World
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THE GAP
Is technology changing people, or just our access to them?
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THE GAP
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THE GAP
...and technology does...
Image by Moff on Flickr.com
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THE GAP
1. Business
THE CHANGING ROLE OF THE CMO
CUSTOMERCENTRICITY
NEW DEMAND PATTERNS
PRODUCTS AND BUSINESS DESIGN
1a. The Changing role of the CMO
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Business
The changingrole of the cmo
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Business
The changingrole of the cmo
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Business
The changingrole of the cmo
"IN 2008 WE WERE ON BARACKOBAMA.COM, IN 2012 WE WERE EVERYWHERE"
- JIM MESSINA -
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Business
The changingrole of the cmo
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Business
The changingrole of the cmo
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Business
The changingrole of the cmo
1b. Customer Centricity
Image by Jonas K on Flickr.com
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Business
CustomerCentricity
"Customer centricity is not a new concept, but it has taken on increasing importance in today's business environment, marked by the empowered consumers who want to interact with a brand on their own terms. For many organizations, the challenge lies in finding innovative ways to capture the "voice of the customer"
and infuse customer insight across all business functions, from the point of sale to the call centre, in order to create business value."
- Voice of the customer, whose job is it, anyway? -SAS Institute and The Economist Intelligence Unit
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Business
CustomerCentricity
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Business
CustomerCentricity
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Business
CustomerCentricity
1C. New demand patterns
IMAGE BY MIUENSKI ON FLICKR.COM
This is not the first time:
"every century or so, fundamental changes in the nature of consumption create new demand patterns that
existing enterprises can't meet."- Shoshana Zuboff, McKinsey Quarterly -
[its not about you - its the market that changes, businesses can get busy or get protective]
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Business
New demandpatterns
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Business
New demandpatterns
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Business
New demandpatterns
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Business
New demandpatterns
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Business
New demandpatterns
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Business
New demandpatterns
then:why do we have these shifts?
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Business
New demandpatterns
Sharp increases in higher education, standards of living, social complexity, and longevity over the past century gave rise to a new desire for individual self-determination: having control over what matters, having one’s voice heard, and having social connections on one’s own terms.
- Shoshana Zuboff
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Business
New demandpatterns
Image by Den (Digital Erfgoed Nederland) on Flickr.com
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Business
New demandpatterns
now:why do we have these shifts?
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Business
New demandpatterns
Image by Lotus Carroll on Flickr.com
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Business
New demandpatterns
HMV and Jessops are both in administration.
It’s not that people don’t want to buy things, rather .. they want more than just to buy things
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proof!
“Whether physically or through connected technologies, shopping is still best experienced socially”
- PSFK Future of Retail report
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Business
New demandpatterns
1d. Products and business design
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
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Business
Productsand business
design
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
From promise to proof
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Business
Productsand business
design
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
The elements of communication
CULTURE
Kulturbygging og identitetinternt
BRAND
SALE
Creating new customers
BUSINESS
DEVELOPMENT
Services- and product development
LOYALTY
Establish and strengthen relations
DELIVERYFRAGMENT
& CATEGORIZE
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Business
Productsand business
design
Customers are more interested in a company's integrity and engagement than their products.
- Edelman Trust Barometer -
We are seeing that where companies meet people are through their products, but where they mean something is thorugh their communication there is a gap and an opportunity here
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Business
Productsand business
design
1. Business
THE CHANGING ROLE OF THE CMO
CUSTOMERCENTRICITY
NEW DEMAND PATTERNS
PRODUCTS AND BUSINESS DESIGN
People, change, opportunity and choiceis [understanding]
2. technologynot 1's and 0's
Technology doesn't solve problems, it creates new ones. Technology invites people to change their habits and behavior - that's what it has always done. Our problems, and
especially in communications, is when we try to force new technology to solve old problems, or force it to prove its worth while doing stuff it can't do. or the other way around - use old technology to solve new problems - without adjusting it first.
Image by Stuck in Customs on flickr.com
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Technology
We think of technology as digital communications technology, but that is just a small - and one of the most recent forms of technology.
Technology is (almost) the consequence of all human
creation. It's all around us:bread, chairs, asphalt, shoes, pillows, coffee ...
Image by Claudio.Ar on flickr.com
Almost everything has at one point been a technology, but what happens is that
people adjust, and then we redesign the technology to accommodate this. So the technology creates a new need, and then we redesign the technology to this need.
Nobody used to sit on their sofa just staring at the wall, that is something we've started doing after we got the TV. It used to be
the case that people could bore themselves for two minutes - now we have our mobile phones.
The consequence of all new technology is change, and it is change people resist. Few people have anything against technology itself (that would be similar
to opposing water, our lunges or outer space). What people react to is change. (And then its good to know that the old stuff always survives).
Image by caste_aka_adrem on flickr.com
Technology
Image by caste_aka_adrem on flickr.com
What people, your customers, care about is change, technology is the stuff that makes change possible.
Instead of opposing or embracing technology we have to understand that technology itself is not interesting - its the change in habits and behaviors we have to study - and understand if
the consequence of new technology brings about new opportunities or new challenges.
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Technology
"If you have the whole world available through this box, why on earth would you sit there staring out the window inside a tunnel?"
- my sister -
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Technology
Technology is about people and change, more opportunities and choice
- not 1's and 0's -
Image by Tau Zero on flickr.com @congbo
Technology
3. the complete picture
HUMANS
TECHNOLOGY
BUSINESSBRAND
Putting the purpose, customer promise and positioning at the center of the company's customer experience demands that opportunities proposed by
technology, people or market get filtered by the brand.
Image by mark knol on Flickr.com
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THANK YOU Helge Tennø
@congboslideshare.net/helgetenno
HUMANS
TECHNOLOGY
BUSINESSBRAND