• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
"Winning In The Digital World" Masterclass by Peter Fisk (Part 3 of 4)
 

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

on

  • 2,911 views

"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 ...

"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)

Statistics

Views

Total Views
2,911
Views on SlideShare
2,890
Embed Views
21

Actions

Likes
10
Downloads
282
Comments
0

4 Embeds 21

http://www.digital-marketer.net 10
http://localhost 7
http://www.businessincubatorns.com 3
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

    • 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
    • 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
    • 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@peterfisk.com www.theGeniusWorks.com
    • 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.com www.theGeniusWorks.com
    • Connected Collaborative Customised Content Collective Community y Conversations 7Cs of digital marketing g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
    • 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
    • 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 Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
    • 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 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
    • 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
    • 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 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
    • 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
    • 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 Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
    • 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 Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
    • Twitter Facebook ess SMS Closene Call Email Mail Getting closer ... Being real g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
    • 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 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
    • theGeniusWorks.com Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com