Digital Innovation, a How-to Guide

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Welcome#dmaDetroitEd

Melissa Fisher | February 28, 2014

Digital InnovationNew Technologies– something for everyone.DMA Detroit | Melissa FisherFebruary 2014

2.5 Billion Searches Daily

But wait, there’s more…

by James Faulkner

NFC-Enabled Smartphones Replace Hotel Room Keys and Check-ins at Clarion Hotels

Digital Innovation WorkshopSocial Media – something for everyone.

600 Million Active Facebook Users

Rapid Fan Page Growth Requires Focused Effort

2010 2011

Social Media: Facebook Leads while others are rising fast

2+ Billion Videos Watched Daily

Twitter: 200 Million UsersTweets: Almost 100 Million per day

Source: Mashable

200+ MillionThe number of blogs on the Internet.

227 Million Users187 Million Unique Visitors per Month

• 40% check in daily, 92% after work• 3M company sites but only 1.2 featuring products/services

• 2.1 Million Groups• 75,000 developers using Linkedin’s API

The Mass Market• your clients• your customers• your employees• your channel partners• your volunteers• your investors• your donors• your critics• your fans• your competition.... • anyone who has internet access…..and an opinion.

DMA Detroit | February 2014Melissa Fisher

Social Innovation for Marketers

How Do Brands Innovate Online? 1. They Experiment2. They Plan3. They Listen4. They’re Transparent5. They Share6. They Get Personal7. They Contribute8. They Welcome Criticism9. They’re Proactive10. They Measure

How Do Brands Need to Collaborate?

1. With their customers2. With their customer data in mind3. With their agencies in new ways

Socially InnovatingInnovation: Doing something different

Social: With other people

Source: Rowan Gibson

Social Media as Innovation CAPABILITY

Outside

Inside

Incremental Disruptive

Increase Revenue

Reduce Expenses

Improve Customer Experience

Another Company Strategy or Goal

Crowd Sourcing to Improve… Submit, Discuss, Vote

Crowd Sourcing to Improve…

Buy-In Across The EnterpriseStrategic Planning

Retiree Solutions, EAG/Key, Health Plans, Accredo, Wireless Strategy, DNA Direct, Verbal Rx

30 events3,000+ unique participants2,800+ ideas

Process Improvement

Proposals, UHG, Accredo Sales Forum, PBM Revenue Admin., UBC Recruiting, Accredo Nurse Scheduler

Technology Enhancements

•Screen prototypes across all BPR work streams•iPad screen prototypes for Accredo in-home nurses

Healthcare Operations, Physician Operations, Patient Operations, Order Processing

Sponsor Testimonial“Our main focus was strategic planning for this year and beyond. Specifically, we wanted to identify ways to enhance our existing programs and create a future road map aligned with Medco’s objectives of winning and retaining new business, improving profitability, and driving a sustainable service margin.

Sparx enabled us to seamlessly connect all of our employees and expedite our planning process that otherwise would’ve taken a much longer time to complete. The amount of idea generation and documentation that we accomplished through virtual conversations was incredible.”

- Event Sponsor Medco Extra, January 20, 2013

Crowd Sourcing to Develop the Next… Submit, Discuss, Vote

“One challenge. One idea. Millions of dollars in results.

One idea. Several billion dollar businesses.”

MIKE NEFF, Director Consumer ProductsComputer Science Corporation, Detroit

Mr. Neff is a partner in CSC's Global Technology and Consumer Vertical and a Practice Director for the Consumer/Retail Segment.

“115X ROI”

JEFF PIERCE, Innovation ArchitectPITNEY BOWES

Targeted Social-Mobile to Drive Trial

Keeping Fans Engaged

“Self Expression is the new entertainment.” - Arianna Huffington

Why Are People Doing This?

Create Your Own Private Online Communities

If you don’t, they will…

• http://www.youtube.com/watch?list=RDAy7hFIYQFnw&v=5YGc4zOqozo

Social Product Development

https://www.quirky.com/ge

Crowd Sourcing to Develop the Next…

Fan Favorites

Crowd Sourcing to Develop the Next…

Adding FB, Twitter, to enterprise innovation

“Social” as the Innovation Platform

Google’s Invitation …to Play in Their Lab

Using Linked In to Engage Innovators

Business School. Interns & Insights

Business Development Partnership

Got Stuck. Got Help.

Knowledge Exchange

Stayed Connected

Customer Insights

Knowledge Exchange

Career Opportunity

Takeaways• It’s a blend: use Social Innovation leveraging your

networks inside + outside• Social Innovation builds community + company• Communities = shared entertainment + shared

innovation• B2C Social strategies can be repurposed for B2B • Where do you focus? Internal or Externally • What do you use? Facebook, Twitter, YouTube, LinkedIn• Get going…

Experiment!

Experiment personally before professionally

Join some LinkedIn groups

Try a variety of social toolsBe yourself, make some friends, and share

Workshop Instructions• Pick one quadrant you want to explore• Borrow one of these takeaways or another idea• Blend• Share with partner• Share with us and get feedback / questions

Takeaways• Giving it away “free” is not free, i.e. have a social media budget• Free (great) content builds community + company• Communities = shared entertainment + shared innovation• Social strategies can be repurposed for B2B • Internal or Externally: Facebook, Twitter, YouTube, Linked In, etc.• Get going…

Workshop on Social Innovation

Outside

Inside

Incremental(product, service)

Disruptive(the future)

Increase Revenue

Reduce Expenses

Innovation: Doing something differentSocial: With other people

Customer Centric Innovation Marketing & Gaining Executive Buy In

Linking new marketing strategies to core business value

Winds of Change

http://www.youtube.com/watch?v=zxDfcyT92wQ

Define Your Market Segments Both Internally & Externally

What motivates your CMO, CFO or CEO?

C.O.G.S.Margin

Errors &Mistakes

A/R Days

G&A Expenses

Labor Cost

Service Time

Ancillary Sales

8 Cash Flow & Profit Drivers

Filter for Priorities That Deliver One of 4 Key Deliverables

Increase Revenue

Reduce Expenses

To get the true attention of senior leaders…When selling new strategies & tactic's, correlate them to delving business value.

Do You Find Gaining Funding Easy?How do you gain support?

(group discussion)

• http://thenakedbrand.com/

Thank You…Personal email: melissafisher7@gmail.com

Professional: melissa.fisher@peakroadpartners.com

LinkedIn.com/in/MelissaFisher7

Twitter.com/MelissaFisher7

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