Winning in the
               digital
               di i l world
                         ld
                            ...
Part 1. Digital World
          • Times of crisis and change, winners and losers
          • Power shifts and the digital ...
Shock
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Individual
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Emotional
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Connectedness
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
“The future of business does not
                                                                   lie in hits – the high...
Mega markets
   g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Opportunity
  pp       y
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Increased                                   Expectation




                                                 Information

...
Reengaging
     g g g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Nintendo Wii
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Wii Fit
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Brands are about people ...
                  p p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... brands enable people to do more
                   p p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGenius...
Customer trends
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Customer trends
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Nike+
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Nike+
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
+    +




 Nike+                                Premium
      Product + Content + Community = Consumer
Copyright Peter Fi...
Nike+
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Customer
                             broader
                              view

                            Business
   ...
Rational    Emotional

                                      Needs     Wants
                                  Objectives ...
Green consumerism                      Demand for simplicity
      Cheaply reducing                       Easy and simplif...
Power Shift
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Purpose
                                          Strategy
                                           Brand
              ...
Progressive
    g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
...doing more for people
        g          p p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Digital natives v digital immigrants
   g                 g         g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
ww...
Rethinking people
          gp p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Safaricom
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
M-Pesa from Safaricom
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Digital natives v digital immigrants
   g                 g         g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
ww...
Rethinking
          g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Zappos
     pp
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Zappos
     pp
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
A social trend in which people use technologies to get
                  the things they need from each other, rather than...
Critics



        “Social Technographics” classifies
        people according to how they use     Collectors
        soci...
Creators
                                                         Publish a blog
                                         ...
Net a Porter
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Creators
                                                           Publish a blog
                                       ...
Levi’s
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Creators
                                                         Publish a blog
                                         ...
Zipcars
   p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Creators
                                                          Publish a blog
                                        ...
Outdoor in NYC




                            Online Forum

 HBO Voyeur
       y
Copyright Peter Fisk 2009
peterfisk@pete...
Creators
                                                           Publish a blog
                                       ...
Market penetration
        p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Sample: 10,000 USA business travellers
                                              Online                  Index
       ...
Potential
                                total
                               profit



                              Act...
T-Mobile
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
T-Mobile Online
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
T-Mobile Playground
             yg
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
theGeniusWorks.com



Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
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"Winning In The Digital World" Masterclass by Peter Fisk, Part 2 of 4

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"Winning In The Digital World" Masterclass by Peter Fisk ... How can physical companies become more digital, and digital more physical ... the latest insights and practices, leading brands and initiatives (part 2 of 4 - all available on Slideshare.com)

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"Winning In The Digital World" Masterclass by Peter Fisk, Part 2 of 4

  1. 1. Winning in the digital di i l world ld (part 2/4) Peter Fisk, CEO of GeniusWorks Author of Marketing Genius Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  2. 2. Part 1. Digital World • Times of crisis and change, winners and losers • Power shifts and the digital revolution Winning in the g • Technology and communications 2.0 and 3.0 • Amazon to Zappos, Nokia to GiffGaff • Omnitel: Digital Vision 2020 digital world Part 2. Digital Brands • Digital people: natives ,immigrants and others • Harnessing the groundswell, embracing networks • Brands in connected, collaborative, communities • Nike+ and Nintendo Wii, T-Mobile and M-Pesa • What will you do? Part 3. Digital Marketing • Reinventing marketing around the 7 digital Cs • Propositions, conversations and relationships • Search, readers, pages, links, blogs, tweets, etc • Coca Cola and Fedex, Threadless and Turkcell • Omnitel: Mobile Internet 2010 Part 4. Digital Impact • Migrating customers to the digital world g g g • Integrating digital initiatives and experiences • Delivering, measuring and evolving digital impact • Apple iTunes and Dove, Tchibo and O2 • Omnitel: Marketing Priorities 2010 Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  3. 3. Shock Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  4. 4. Individual Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  5. 5. Emotional Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  6. 6. Connectedness Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  7. 7. “The future of business does not lie in hits – the high volume end of a traditional d f t diti l demand curve – d but in what used to be regarded as misses – the endlessly long tail of that same curve … Wherever you look, modest Wh l k d t sellers, niche products and quirky titles are becoming an immensely powerful cumulative force” f ” “the long tail” of niche markets and individual preferences Limitless niches Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  8. 8. Mega markets g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  9. 9. Opportunity pp y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  10. 10. Increased Expectation Information Satisfaction Trust Loyalty y y Decreased 1980 1990 2000 2010 Rethinking g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  11. 11. Reengaging g g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  12. 12. Nintendo Wii Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  13. 13. Wii Fit Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  14. 14. Brands are about people ... p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  15. 15. ... brands enable people to do more p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  16. 16. Customer trends Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  17. 17. Customer trends Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  18. 18. Nike+ Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  19. 19. Nike+ Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  20. 20. + + Nike+ Premium Product + Content + Community = Consumer Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com Experience
  21. 21. Nike+ Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  22. 22. Customer broader view Business Business narrow narrow view view Business Customer Customer perspective p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  23. 23. Rational Emotional Needs Wants Objectives Ambitions Products Solutions Features Benefits Consistency Personalisation Transactions Experiences Rewards Relationships Information Education Automation Human Maintenance Enablement Satisfaction Surprise Completion Achievement Customers are more emotional Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  24. 24. Green consumerism Demand for simplicity Cheaply reducing Easy and simplify waste ... my life ... Before After Before After Disrespect for authority Outrage at companies No respect for Focus on boardroom organisations ... and bonuses ... Before After Before After Ethical consumerism Discretionary thrift Less caring about More wholesome, others ... less wasteful wasteful... Before After Before After Direct communication Consumers in control Ban the junk mail, spam Intelligent, promiscuous and direct sell ... shoppers ... Before After Before After Consumer trends ... before, during and after the crisis , g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  25. 25. Power Shift Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  26. 26. Purpose Strategy Brand B d Communications Products Channels Pricing g Relationships Innovation Consumer Business Metrics M ti Culture Source: Marketing Genius Outside in Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  27. 27. Progressive g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  28. 28. ...doing more for people g p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  29. 29. Digital natives v digital immigrants g g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  30. 30. Rethinking people gp p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  31. 31. Safaricom Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  32. 32. M-Pesa from Safaricom Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  33. 33. Digital natives v digital immigrants g g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  34. 34. Rethinking g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  35. 35. Zappos pp Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  36. 36. Zappos pp Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  37. 37. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  38. 38. A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  39. 39. Critics “Social Technographics” classifies people according to how they use Collectors social technologies. Forrester Research quantifies the number of online consumers within Joiners these groups using our consumer th i surveys. Spectators Inactives Social technographics g p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  40. 40. Creators Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles or stories and post them Creators make social content go. They write blogs or upload video, music, or text. , Groups include people participating in at least  one of the activities monthly. “Creators” Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  41. 41. Net a Porter Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  42. 42. Creators Publish a blog Publish your own Web pages Upload video you created  U l d id t d Upload audio/music you created Write articles or stories and post them Critics Critics Post ratings/reviews of products/services Comment on someone else’s blog Critics respond to content from Contribute to online forums Contribute to/edit articles in a wiki others. They post reviews, comment Collectors on blogs, participate in forums, and edit wiki articles. Joiners Spectators Inactives “Critics” Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  43. 43. Levi’s Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  44. 44. Creators Publish a blog Publish your own Web pages Upload video you created  Upload video you created Upload audio/music you created Write articles or stories and post them Critics Collectors organize content for g Post ratings/reviews of products/services Comment on someone else s blog Comment on someone else’s blog themselves or others using RSS Contribute to online forums feeds, tags, and voting sites like Contribute to/edit articles in a wiki Digg.com Collectors Collectors Use RSS  feeds U RSS f d Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Spectators Inactives “Collectors” Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  45. 45. Zipcars p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  46. 46. Creators Publish a blog Publish your own Web pages Upload video you created  U l d id t d Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Joiners connect in social networks Collectors like MySpace and Facebook Use RSS  feeds Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Joiners Maintain profile on a social networking site Visit social networking sites Spectators Inactives “Joiners” Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  47. 47. Outdoor in NYC Online Forum HBO Voyeur y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  48. 48. Creators Publish a blog Publish your own Web pages Upload video you created  Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products/services g p Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Spectators consumer social content Collectors including blogs, user-generated user generated Use RSS  feeds video, podcasts, forums, or reviews Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Spectators Read blogs R d bl Watch video from other users Listen to podcasts Read online forums Inactives Read customer ratings/reviews “Spectators” p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  49. 49. Market penetration p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  50. 50. Sample: 10,000 USA business travellers Online Index adults Online adults = 100 Creators 28% 150 Critics 34% 136 Collectors 21% 176 Joiners 30% 120 Spectators 59% 121 Inactives 35% 80 Example of business travellers p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  51. 51. Potential total profit Actual total profit Cumulative customer profit Most profitable Least profitable customers customers ... and, of course, you don’t want everyone , ,y y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  52. 52. T-Mobile Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  53. 53. T-Mobile Online Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  54. 54. T-Mobile Playground yg Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  55. 55. theGeniusWorks.com Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
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