Chief Meaning Officer
Tangible ways to create intangible value
                           Shanghai, April 2010
“Because the purpose of business is to
create a customer, the business enterprise
 has two—and only two—basic functions:
 ...
MEANING
Macro-trends
FROM POST- TO ULTRA-MODERNITY:
“Man as the measure of all things”

                                     Downs...
“The job of leadership today is not
just to make money. It is to make
meaning.” – John Hagel
The pyramid
is a cube
MEANING
FUTURE

         GREEN                     Self-         SOCIAL
                               actualization
     ...
MEANING
FUTURE
          GREEN                     Self-         SOCIAL
                                actualization
    ...
Social




         Meaning

Values             Innovation
MEANING =

Unique event…

…that you can share with others

…that relates to a greater purpose
MEANING =

Unique event…
(DISRUPTIVE)
…that you can share with others
(SOCIAL)
…that relates to a greater purpose
(TRANSCE...
PURPOSE
                  [Transcendence]




                  MEANING

   Internal     PRODUCT/SERVICE            Extern...
DATA is the bank…
MEANING is the currency…
CHIEF
MEANING
OFFICER
The Seven Rules of the Chief Meaning Officer




           RULE #1
LISTEN AND CONVERSE (CONVERGE)
…but it is not dead…
…but it is not dead…




Everything has changed!
“In the old days, brands
  wanted everybody to pay
       attention to them.
  Now brands need to pay
attention to everybo...
Your brand is what other
 people say about you
 when you’re not in the
         room.
A brand is a small town
that never sleeps.
The conversation
is the message.
“Brands must have
an argument to win.”
– John Battelle
© Social Butterfly
Empathy vs.
knowledge
“B2B customers are consumers who have
the luxury of having a corporation pay for
what they want to buy.”
Authenticity
trumps image
“It has to be based on truth. Has to have a sense of wonder.
You must bring something to it that no one else has because o...
Creative
convergence
Media
      Energy              Entertainment



Banking                              Telco
               CONSUMER
      ...
Mobile


   Social                          Personal



                 BRAND
               EXPERIENCE
                 ...
CUSTOMER JOURNEY
BUSINESS
            TECHNOLOGY



                     Mobile


   Social                          Personal



          ...
BUSINESS
          TECHNOLOGY



                 Media
      Energy              Entertainment



Banking                ...
Advertising

    Interactive                 Gaming




Social
media        Marketing                  Apps




    Publis...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social networks,
Twitter, forums, email…


MESSAGES
Brand,...
PRODUCTS
Hardware, software,
services

INTERACTIONS
Web, blogs, social networks,
Twitter, forums, email…


MESSAGES
Brand,...
Company                         Partners


                                R&D      Marketing    Exec      Retail         ...
The Seven Rules of the Chief Meaning Officer




            RULE #2
            ATOMIZE!
The   Shrinking Brand
Only 48 seats
Only 48 seats
Only 48 seats
51
Shorter
                                            Hyper-
           attention
                                          ...
DISTRIBUTION
TIMING
TIMING                                                      DISTRIBUTION
                             ...
The Seven Rules of the Chief Meaning Officer




       RULE #3
ACTIVATE YOUR CUSTOMERS
“Brands aren’t defined by campaigns
anymore, but by the consumer ecosystems
       we nurture to support them.”

-Mike Men...
“Open it up and it will design itself.”
                                Norman Lewis




Top innovators are 19% more likel...
If you have something to show, hide it!
Create a new reality
Activate dormant networks
The Seven Rules of the Chief Meaning Officer




      RULE #4
 THINK AND ACT LIKE
  A MEDIA COMPANY
“The first rule of the Fight Club: Don’t talk about the Fight Club.”
Marketing is like a newsroom
Print magazine




    Speaker series




Social media touch points



                                        Weekly frog...
Marketing Hardware   Marketing Software
Brand architecture   Live brands

Messages             Conversations

Sales brochu...
The Seven Rules of the Chief Meaning Officer




       RULE #5
GIVE MORE THAN YOU TAKE
“You are what you share.”
- Charles Leadbeater
“Giving is the New Taking, and Sharing is the New Giving.”
                     – Trendwatching
“You make a living by what you get.
You make a life by what you give.”
 – Winston Churchill
Radical Transparency
Democratic Exclusivity
Democratic Exclusivity
Free sharing of
abundance vs.
monetizing
scarcity
“Create more value than you capture.”
Tim O’Reilly
“Media is inherently social.
It provides an idea pathway between people.”
- Faris Yacob
Social media will be THE media
Social Media is here to stay.

The influence of the masses will only continue to grow as
So...
Social marketing will be THE marketing
All products and services will be SOCIAL

Where?

Social networks
What?

Social content
How?

Social publishing       Soci...
Business
must be
social
The Seven Rules of the Chief Meaning Officer




          RULE #6
        Be the change
The Seven Rules of the Chief Meaning Officer




        RULE #7
      Interrupt Disrupt!
Disrupt schemata
The product is the story.
The story is the product.
The desire to connect
The Seven Rules of the Chief Meaning Officer




1. LISTEN AND CONVERSE (CONVERGE)
                2. ATOMIZE!
     3. ACT...
PURPOSE
                  [Transcendence]




                  MEANING

   Internal     PRODUCT/SERVICE            Extern...
Chief Meaning Officer checklist
SMALL          DRAMATIC             SOCIAL        CONVERSATIONAL DISRUPTIVE               ...
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
Chief Meaning Officer: Tangible Ways to Create Intangible Value
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Chief Meaning Officer: Tangible Ways to Create Intangible Value

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Presentation given in Beijing and Shanghai in April 2010

Published in: Business

Chief Meaning Officer: Tangible Ways to Create Intangible Value

  1. 1. Chief Meaning Officer Tangible ways to create intangible value Shanghai, April 2010
  2. 2. “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation.” Peter Drucker
  3. 3. MEANING
  4. 4. Macro-trends FROM POST- TO ULTRA-MODERNITY: “Man as the measure of all things” Downshifting -> Simplicity Value for money, price sensitivity, discounts Transparency -> Clarity Open communications, clear essence Selfness -> Control Self-governance, tangibility Age of Less -> Substance Long-term thinking, lightness
  5. 5. “The job of leadership today is not just to make money. It is to make meaning.” – John Hagel
  6. 6. The pyramid is a cube
  7. 7. MEANING FUTURE GREEN Self- SOCIAL actualization SOCIAL SOCIAL Self-esteem Sense of belonging Safety needs Physiological needs FUNCTIONALITY PRESENT EMOTIONAL UTILITARIAN The pyramid is a cube
  8. 8. MEANING FUTURE GREEN Self- SOCIAL actualization SOCIAL SOCIAL Self-esteem Sense of belonging Safety needs FUNCTIONALITY Physiological needs PRESENT EMOTIONAL UTILITARIAN
  9. 9. Social Meaning Values Innovation
  10. 10. MEANING = Unique event… …that you can share with others …that relates to a greater purpose
  11. 11. MEANING = Unique event… (DISRUPTIVE) …that you can share with others (SOCIAL) …that relates to a greater purpose (TRANSCENDENT)
  12. 12. PURPOSE [Transcendence] MEANING Internal PRODUCT/SERVICE External brandholders [Scarcity] brandholders Real-time conversations Micro-content Open collaboration COMMUNITY [Sociality]
  13. 13. DATA is the bank…
  14. 14. MEANING is the currency…
  15. 15. CHIEF MEANING OFFICER
  16. 16. The Seven Rules of the Chief Meaning Officer RULE #1 LISTEN AND CONVERSE (CONVERGE)
  17. 17. …but it is not dead…
  18. 18. …but it is not dead… Everything has changed!
  19. 19. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” - Umair Haque
  20. 20. Your brand is what other people say about you when you’re not in the room.
  21. 21. A brand is a small town that never sleeps.
  22. 22. The conversation is the message.
  23. 23. “Brands must have an argument to win.” – John Battelle
  24. 24. © Social Butterfly
  25. 25. Empathy vs. knowledge
  26. 26. “B2B customers are consumers who have the luxury of having a corporation pay for what they want to buy.”
  27. 27. Authenticity trumps image
  28. 28. “It has to be based on truth. Has to have a sense of wonder. You must bring something to it that no one else has because of who you are. What’s interesting about you is you.” – Alonzo King
  29. 29. Creative convergence
  30. 30. Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce
  31. 31. Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based
  32. 32. CUSTOMER JOURNEY
  33. 33. BUSINESS TECHNOLOGY Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based DESIGN
  34. 34. BUSINESS TECHNOLOGY Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce DESIGN
  35. 35. Advertising Interactive Gaming Social media Marketing Apps Publishing Brand PR
  36. 36. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. 41
  37. 37. PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… All touchpoints must be integrated. 42
  38. 38. Company Partners R&D Marketing Exec Retail ODM PRODUCTS Hardware, software, services Eng. Sales Strategy SW Dev Advert. INTERACTIONS Web, blogs, social networks, Twitter, forums, email, cust svc… Design Web MESSAGES Brand, advertising, Manuf. collateral, packaging… Brand SETTINGS Retail, events… SW Dev. Marketing must be connected with everything else. 43
  39. 39. The Seven Rules of the Chief Meaning Officer RULE #2 ATOMIZE!
  40. 40. The Shrinking Brand
  41. 41. Only 48 seats
  42. 42. Only 48 seats
  43. 43. Only 48 seats
  44. 44. 51
  45. 45. Shorter Hyper- attention connectivity spans Economy of micro-scale Miniaturization of Hyper- content, products, transparency and services Only 48 seats of Fragmentation demand and supply
  46. 46. DISTRIBUTION TIMING TIMING DISTRIBUTION Widgets Lean into the Social media frame SHRINK YOUR Take advantage of the new prime BRAND! times Democratic exclusivity Adjust your marketing cycle CONTENT/FORMAT Micro-blogging Video/audio-snacking “Small” amateur stories Only 48 seats CONTENT/FORMAT
  47. 47. The Seven Rules of the Chief Meaning Officer RULE #3 ACTIVATE YOUR CUSTOMERS
  48. 48. “Brands aren’t defined by campaigns anymore, but by the consumer ecosystems we nurture to support them.” -Mike Mendenhall, CMO, Hewlett-Packard
  49. 49. “Open it up and it will design itself.” Norman Lewis Top innovators are 19% more likely to have an open approach to innovation compared to the average company. They are especially likely to open up their business intelligence and idea development to third parties - Arthur D. Little innovation report 2009 58
  50. 50. If you have something to show, hide it!
  51. 51. Create a new reality
  52. 52. Activate dormant networks
  53. 53. The Seven Rules of the Chief Meaning Officer RULE #4 THINK AND ACT LIKE A MEDIA COMPANY
  54. 54. “The first rule of the Fight Club: Don’t talk about the Fight Club.”
  55. 55. Marketing is like a newsroom
  56. 56. Print magazine Speaker series Social media touch points Weekly frog news Newsletter Video Blogs
  57. 57. Marketing Hardware Marketing Software Brand architecture Live brands Messages Conversations Sales brochures Endorsements Feature lists Expertise Destination sites Distributed/social web Tradeshows Mobile applications Trademarks Goodwill Pull Push Packaging Revelations Out-of-the-box Insights Status Experience Point-of-sale Point-of-views Closed Open-source Look and feel Interaction Direct mailing Connections Billboards/ads Customer service Print collateral Widgets ………. ……….
  58. 58. The Seven Rules of the Chief Meaning Officer RULE #5 GIVE MORE THAN YOU TAKE
  59. 59. “You are what you share.” - Charles Leadbeater
  60. 60. “Giving is the New Taking, and Sharing is the New Giving.” – Trendwatching
  61. 61. “You make a living by what you get. You make a life by what you give.” – Winston Churchill
  62. 62. Radical Transparency
  63. 63. Democratic Exclusivity
  64. 64. Democratic Exclusivity
  65. 65. Free sharing of abundance vs. monetizing scarcity
  66. 66. “Create more value than you capture.” Tim O’Reilly
  67. 67. “Media is inherently social. It provides an idea pathway between people.” - Faris Yacob
  68. 68. Social media will be THE media Social Media is here to stay. The influence of the masses will only continue to grow as Social Media tools improve and more and older consumers climb the Social Technographics Ladder, moving from in- actives, spectators, and joiners to collectors, critics, and creators.
  69. 69. Social marketing will be THE marketing
  70. 70. All products and services will be SOCIAL Where? Social networks What? Social content How? Social publishing Social search Social gaming Social shopping What for? Social impact Social currency
  71. 71. Business must be social
  72. 72. The Seven Rules of the Chief Meaning Officer RULE #6 Be the change
  73. 73. The Seven Rules of the Chief Meaning Officer RULE #7 Interrupt Disrupt!
  74. 74. Disrupt schemata
  75. 75. The product is the story. The story is the product.
  76. 76. The desire to connect
  77. 77. The Seven Rules of the Chief Meaning Officer 1. LISTEN AND CONVERSE (CONVERGE) 2. ATOMIZE! 3. ACTIVATE YOUR CUSTOMERS 4. THINK AND ACT LIKE A MEDIA COMPANY 5. GIVE MORE THAN YOU TAKE 6. BE THE CHANGE 7. DISRUPT!
  78. 78. PURPOSE [Transcendence] MEANING Internal PRODUCT/SERVICE External brandholders [Scarcity] brandholders Real-time conversations Micro-content Open collaboration COMMUNITY [Sociality]
  79. 79. Chief Meaning Officer checklist SMALL DRAMATIC SOCIAL CONVERSATIONAL DISRUPTIVE RESPONSIBLE Micro Making sense Connecting Listening Making you think Doing good Customizable Cohesion Community Empathy Disruption Political Relevant Convergence Belonging Adaptive Divergence Socially responsible Actionable Morale Identity Changing messages Deconstruction Eco-friendly Eye-to-eye Consistency Like-minded Two-way Surprise Ethical Direct Imagination Affinity Let go of control Shock Human rights Instant Entertainment New people Open Unexpected Values Accessible Cultural relevance Status Respect Unlikely Family Sharable Characters Compassion Flow Challenging Nation Atomized Suspense Fun Topical status quo Common Good Comedy Love Point-of-view Unique Earth Tragedy Friendship Attention-grabbing Identification Hobbies Different Fans In your face
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