why social is key to drive your digital innovation strategy
TRANSCRIPT
WHY SOCIAL IS THE KEY TO DRIVE (INNOVATION) STRATEGY
by @gerriesmits
17/12/15
A CANARY IN THE COALMINE
Music Industry
TV
Print Media
Marketing
I worked in industries disrupted by the internet
I even worked in government
+
Comms
Marketing
Business/Product
Organi-sation
Now, I help organisations change to get more out of the internet
Digital raises questions
Digital raises questions
?
The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
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.
REVERSE ENGINEER
KEEP CALM AND
Personalisation
1/6
The audience of 1
Design ForLimitedBandwidth! Design for the Thumb Swipe!
Your competitors on social are not your industry competitors. They are friends, media companies, brands from other industries.
You don’t reach anybody.
You earn somebody.
From PushTo PullTo 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,…
“We know who you are”
One Size Fits None in productsOne Size Fits None in products
Personalised Anything
AltSchool and Knewton are two players in education field, focusing on advanced personalised learning through a data-driven approach.
— Resources
Time to wonder…
What are you doing to increase
advanced relevance through personalised
communication + services?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
The Audience With An Audience
2/6
Self-publishing heroes
From Pageviews to Share Value
Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
Time to wonder…
Do your communication + products need SHO (sharing
optimisation)? Do you understand why
people share?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
CoCrowd-Culture
3/6
Wisdom of the Crowd
Wisdom of the Crowd
Steam platform
• 4500 games • 125m users • 450m pieces of user
generated content
User = creator / remixer
User has different roles
Time to wonder…
What are you doing to unlock your customer’s
potential?How can you embed ‘co-
culture’ into everything you do?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd
Intermezzo: Culture Eats Strategy For Breakfast
i
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
“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
Platforms unlock potential
4/6
“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
Who needs banks?
Who needs supermarkets?
“We believe that applying the open
source philosophy to our patents will
strengthen rather than diminish Tesla’s position
in this regard.”-
Elon Musk, TeslaPhoto credit: https://www.flickr.com/photos/heisenbergmedia/10611397123
#Energyondemand
Uber partnership with Red Bull to deliver free energy drinks, during one afternoon in Amsterdam.
Platforms + platforms
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?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
Small + quick = beautiful
5/6
Lean Start-up Philosophy
Create
Measure
Learn
“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
Vaak gehoorde quote rondoktober/november
Who can sit next to Zuck?
Flexible problem solving
“We’ve got some budget left. We need to spend it this year.”
“”
A often-heard phrase around October/November
Time to wonder…
How can you increase learning?
How can you increase flexibility?
How can you increase speed?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
Agile
User focus
6/6
Spotify’s ‘Relationship Sauce’
source: Rahul Sen, Lead Growth Designer, Spotify
People Technology Change
+ = ?
People are the steady bit
People Technology Change
+ =User needs &
motivations are relatively stable
Uncertain. Constantly
evolving
?
People are the steady bit
The Canary red thread = User First
User Needs
Motivations
Purpose
Value
The Canary red thread = User First
The Flip: People are always central><
The Flip: People are always central><
Customer Experience
Talent
New Products
Tech
Process
The Flip: People are always central><
Marketing
Number 1 attribute for success in digital world according to business leaders?
study University of South California
Number 1 attribute for success in digital world according to business leaders?
Empathy
study University of South California
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
666User-centric = pragmatic>>
Long-term thinking+ short-term doing
What can you makemore user-centric • in 6 days • in 6 months • in 6 years
Create
Measure
Learn
“Everyone has their face toward the CEO and their ass toward the customer.”
- Jack Welch again
