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WHAT TO LEARN FROM SOCIAL TO BECOME 'DIGITAL FIRST' by @gerriesmits 15/10/15 A CANARY IN THE COALMINE
| Date post: | 15-Apr-2017 |
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Technology |
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WHAT TO LEARN FROM SOCIAL TO BECOME 'DIGITAL FIRST'
by @gerriesmits
15/10/15
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 has impact on relationship
User Needs
Motivations
Purpose
Value?
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
One size fits none
Feed the Feed & Design ForLimitedBandwidth
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”
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
ADVERTISING
CONTENT
PURPOSE
Why Would They Share?
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERTISING
CONTENT
PURPOSE
Time to wonder…
Do you understand why people share?
Do your communication + products need SHO (sharing
optimisation)?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
CoCrowd-Culture
3/6
Wisdom of the Crowd
Wisdom of the Crowd
2 young guys from BellingCat attributed the MH17 crash to a
Russian missile launcher in less than a week
by scouring Instagram, Facebook, Twitter, YouTube,…
Power of the (dedicated)
Crowd
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
Transparency
x
People like a shitstorm
People like a shitstorm
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?
Who needs ping pong paddles?
“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
For 1 afternoon RedBull teams up with Uber to deliver free Energy drinks in Amsterdam.
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
Lean Start-up Philosophy
“Today’s most profoundly impactful companies are using a completely different operating model. These companies are lean, mean, learning machines. They hack together products andservices, test them, and improve them, while their competition edits PowerPoint. “- Aaron Dignan, Investor & Change Strategist
Agile problem solving
Agile planning
100% Predictability = 0% Innovation
“We’ve got some budget left. We need to spend it this year.”
“”
A often-heard phrase around October/November
“A management team distracted by a series of short term targets is as
pointless as a dieter stepping on a scale
every half hour.”
- Larry Page & Sergey Brin,
Time to wonder…
How can you increase autonomy?
How can you increase agility?
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
“We need to unlearn persuasion and learn usability. “- Russell Davies, strategist
Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/
+ =I want to show
my holiday snaps. Show
off.
Smartphones. Instagram
People + Technology = Change
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
Digital First = User First
User Needs
Motivations
Purpose
Value
Digital First = User First
Flip The Perspective
Flip The Perspective
Flip The Perspective
…
Customer Experience
Talent
New Products
Tech
Process
Culture
Flip The Perspective
666 What can you do: - in 6 days - in 6 weeks - in 6 months
…
Customer Experience
Talent
New Products
Tech
Process
Culture
+
1997
1997
Year of birth for people turning 18 this year.
They were 8 when YouTube launched.
1997
Year of birth for people turning 18 this year.
