Chief Meaning Officer: Tangible Ways to Create Intangible Value

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: marketing and innovation.” Peter Drucker

MEANING

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

“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 SOCIAL SOCIAL Self-esteem Sense of belonging Safety needs Physiological needs FUNCTIONALITY PRESENT EMOTIONAL UTILITARIAN The pyramid is a cube

MEANING FUTURE GREEN Self- SOCIAL actualization SOCIAL SOCIAL Self-esteem Sense of belonging Safety needs FUNCTIONALITY Physiological needs PRESENT EMOTIONAL UTILITARIAN

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 (TRANSCENDENT)

PURPOSE [Transcendence] MEANING Internal PRODUCT/SERVICE External brandholders [Scarcity] brandholders Real-time conversations Micro-content Open collaboration COMMUNITY [Sociality]

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 everybody else.” - Umair Haque

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

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 of who you are. What’s interesting about you is you.” – Alonzo King

Creative convergence

Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce

Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based

CUSTOMER JOURNEY

BUSINESS TECHNOLOGY Mobile Social Personal BRAND EXPERIENCE Instant/ Gaming Real-time Location- Augmented based DESIGN

BUSINESS TECHNOLOGY Media Energy Entertainment Banking Telco CONSUMER EXPERIENCE Auto Retail Wellness eCommerce DESIGN

Advertising Interactive Gaming Social media Marketing Apps Publishing Brand PR

PRODUCTS Hardware, software, services INTERACTIONS Web, blogs, social networks, Twitter, forums, email… MESSAGES Brand, advertising, collateral, packaging… SETTINGS Retail, events… Everything is connected. 41

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

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

The Seven Rules of the Chief Meaning Officer RULE #2 ATOMIZE!

The Shrinking Brand

Only 48 seats

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

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

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 Mendenhall, CMO, Hewlett-Packard

“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

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 news Newsletter Video Blogs

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 ………. ……….

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

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 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.

Social marketing will be THE marketing

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

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. ACTIVATE YOUR CUSTOMERS 4. THINK AND ACT LIKE A MEDIA COMPANY 5. GIVE MORE THAN YOU TAKE 6. BE THE CHANGE 7. DISRUPT!

PURPOSE [Transcendence] MEANING Internal PRODUCT/SERVICE External brandholders [Scarcity] brandholders Real-time conversations Micro-content Open collaboration COMMUNITY [Sociality]

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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Chief Meaning Officer: Tangible Ways to Create Intangible Value

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