Why Any Small Business can now out-market Any Big Business using Digital
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When digital tools can level the playing field for small budget markets and startup, big companies should be terrified. What it took to win in old world marketing - scale, market size, influence and resources - isn't what it takes to win in the digital marketing world. This presentation shares what Maxis, a leading telecoms and internet company learned (often the hard way) and what changes the company made during its 2 year digital transformation. Presented at GREAT conference, Kuching Sarawak
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Why Any Small Business can now out-market Any Big Business using Digital
- 1. Why Any Small Business can now Out-market Any Big Business using Digital Sulin Lau Head of Marketing Services, Maxis GREAT 2016, Kuching
- 5. We all know how the story ends…
- 6. Next 30-ish minutes… How the Small can Beat the Big using Digital Tools Maxis’ own digital journey (learning stuff the hard way) Must we fight? Or can we BOTH win? 1 2 3
- 7. Next 30-ish minutes… How the Small can Beat the Big using Digital Tools Maxis’ own digital journey (learning stuff the hard way) Must we fight? Or can we BOTH win? 1 2 3
- 8. #1: big guys are slow, social algorithms reward speed
- 9. #2: big is (usually) bland, poke fun
- 10. #3: taking on a giant opponent makes a small fella look big Link: Mini CEO challenges Porsche CEO https://www.youtube.com/watch?v=eYM6-RkHTCs
- 11. #4: why make a big budget ad if you can achieve more by spoofing one? Link: Newcastle “If we made it” trailer https://www.youtube.com/watch?v=wgbWvV6Oa4o
- 12. #5: While most businesses can’t afford traditional ads, No business can afford NOT TO have a digital presence My DIY “Retweet/Reshare Me” marketing & lead generation campaign Total budget: $0 Most leads, loans, conversions, donors and funds raised ever in 1 fellowship stint
- 13. #5: No business can afford NOT TO have a digital presence From “boring” B2B science.. …To taking 2nd generation family biz to next level
- 14. #5: No business can afford NOT TO have a digital presence “You got death. We got answers” (5 mil YouTube views + a book deal)
- 15. Next 30-ish minutes… How the Small can Beat the Big using Digital Tools Maxis’ own digital journey (learning stuff the hard way) Must we fight? Or can we BOTH win? 1 2 3
- 18. Real change always starts with breaking old habits
- 19. A War Against Paper Remove lengthy forms, stamps, and signatures that slow us down, dissipate energy with friction, cost us money and errors
- 20. Eliminate walls between departments, and between exec suites, corner offices and cubicles
- 21. Let data drive decisions Not Highest Paid Person’s Opinion
- 22. The internet is changing how Malaysians behave as customers HOW WE PAY FOR STUFF HOW WE DON’T WAIT ANYMORE HOW WE FORM OPINIONS HAS ALREADY CHANGED
- 23. Keep up with our customers or risk losing them
- 24. #1: New ways of nownownow speed Customers want stuff yesterday… or you’ve lost them
- 25. #2: New ways of cash Digital currency for games, apps, movies, music Top up via App Top up coupons & codes
- 26. #3: New ways of serving customers better Filter conversations by keyword, location, sentiment, even klout score
- 27. #4: New ways of sharing our space All senior and mid management gave up personal rooms in the renovation, and freed up loads of shared spaces
- 28. #4: New ways of sharing our space Using our new offices as brand evangelism tool • “Host your startup gathering/seminar at Maxis” • Office as best soft evangelism tool for our beliefs, New ways of working
- 29. #5: New ways of empowering our people - data to drive decisions Which days / post types get the most shares? Which device campaigns drove high traffic – with high conversions and low cost?
- 30. #6: … and new ways of managing efficiently
- 31. And the list goes on….
- 32. Next 30-ish minutes… How the Small can Beat the Big using Digital Tools Maxis’ own digital journey (learning stuff the hard way) How can we help each other – big companies & startups 1 2 3
- 33. Companies Small + Large partnering for growth + + +
- 34. Changing customer New ways of selling & marketing New types of businesses New workforce demands
- 37. Add: Sulin Lau or @sulinlau Slideshare.net/flipside247 follow: Keep in touch, Ok?