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Winning in the
               digital
               di i l world
                         ld
               (part 3 of 4)...
Part 1. Digital World
          • Times of crisis and change, winners and losers
          • Power shifts and the digital ...
Marketing is still too much of this ...
         g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... and digital marketing is still too much of this ...
           g             g
Copyright Peter Fisk 2009
peterfisk@pet...
Jones Soda
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Jones Soda “Nobody actually needs our s**t”
                    y        y
Copyright Peter Fisk 2009
peterfisk@peterfisk.c...
Connected
             Collaborative
                            Customised
                       Content   Collective
  ...
Physical   Connected
                              Product    Collaborative
                                 Price   Custo...
The red paperclip ...
         p p     p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Networks/Exchanges
                            Don’t Waste a Single Impression!




 ... Network power
             p
Copy...
The Coca Cola Company
                  p y
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
From push
      p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... to pull
        p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Live Positively
               y
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Pull

                                   Buy
                                 Solutions
                                 B...
Traditional Media
                                          Access
                                        Production
    ...
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
% internet users
                            Watch video on YouTube                                                      5...
Curators    • Edit a wiki – <1%*
                                         • Moderate a forum – <1%

                      ...
Reaching out ...
        g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Driving sales ...
       g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Solving problems ...
       gp
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
1                           2




                            3




 Building advocacy ...
        g        y
Copyright Pe...
Fedex
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... Virtual Fedex
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
UPS
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... Click UPS
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
STOP THE MONOLOG -
                             START THE DIALOG




 Monologue to Dialogue
       g           g
Copyright...
Twitter

                                  Facebook
                            ess


                                   S...
Segments and insights
   g              g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Propositions and experiences
    p               p
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Threadless
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Threadless
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Threadless
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
3000 “lead users”
                                     co-create customised products
                                     ...
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 3 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 3 of 4 - all available on Slideshare.com)

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Transcript of ""Winning In The Digital World" Masterclass by Peter Fisk (Part 3 of 4)"

  1. 1. Winning in the digital di i l world ld (part 3 of 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 • Omnitel: Online Store 2012 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 • What will you do? 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. Marketing is still too much of this ... g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  4. 4. ... and digital marketing is still too much of this ... g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  5. 5. Jones Soda Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  6. 6. Jones Soda “Nobody actually needs our s**t” y y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  7. 7. Connected Collaborative Customised Content Collective Community y Conversations 7Cs of digital marketing g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  8. 8. Physical Connected Product Collaborative Price Customised Promotion P ti Conversations C i Place Community Process Collective People Content 7Ps v 7Cs Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  9. 9. The red paperclip ... p p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  10. 10. Networks/Exchanges Don’t Waste a Single Impression! ... Network power p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  11. 11. The Coca Cola Company p y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  12. 12. From push p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  13. 13. ... to pull p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  14. 14. Live Positively y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  15. 15. Pull Buy Solutions Benefits Dialogue Permission Perceived value Relationship On customers terms Push Sell Products Features Broadcast Interruption Price Transaction On business terms From push ... To pull p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  16. 16. Traditional Media Access Production Consistency Professionalism Active Passive Prosumers Consumers Conversation Relationships R l ti hi Annotation Self-exposure Social Media From push ... To pull p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  17. 17. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  18. 18. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  19. 19. % internet users Watch video on YouTube 52% Upload photos to share 37% Use online social networking sites 35% Read a blog 32% Rate a product or service 32% Tag online content 28% Post comments on a forum or blog 22% Download a podcast 19% Create/work on a webpage 14% Create/work on a blog for others 13% Create/work on your own blog 11% 0% 10% 20% 30% 40% 50% 60% Online today ... y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  20. 20. Curators • Edit a wiki – <1%* • Moderate a forum – <1% • Write in a blog – 21% Producers • Upload a video – 18% • Write in a discussion forum – 47%* 47% • Rate a product or service – 32%** Commenters • Comment on a blog post – 22%** • Sh Share online video – 37% li id • Update profile – 35% Sharers • Upload photos – 23% • Watch online video – 59% • Read blogs – 48% Watchers • Download podcasts – 23% ... doing more g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  21. 21. Reaching out ... g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  22. 22. Driving sales ... g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  23. 23. Solving problems ... gp Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  24. 24. 1 2 3 Building advocacy ... g y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  25. 25. Fedex Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  26. 26. ... Virtual Fedex Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  27. 27. UPS Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  28. 28. ... Click UPS Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  29. 29. STOP THE MONOLOG - START THE DIALOG Monologue to Dialogue g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  30. 30. Twitter Facebook ess SMS Closene Call Email Mail Getting closer ... Being real g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  31. 31. Segments and insights g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  32. 32. Propositions and experiences p p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  33. 33. Threadless Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  34. 34. Threadless Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  35. 35. Threadless Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  36. 36. 3000 “lead users” co-create customised products and recommend others 4.0 million worldwide users register their details enabling a personal dialogue and relationship g p 8.6 million worldwide users participate directly with Lego in their online community, but are not registered by name 20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active households Lego g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  37. 37. theGeniusWorks.com Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
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