Winning in the
               digital
               di i l world
                         ld
               (part 4 of 4)...
Part 1. Digital World
          • Times of crisis and change, winners and losers
          • Power shifts and the digital ...
Innovation timeline
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Extinction timeline
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Disrupting and Innovating
      p g                g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks....
Geek Squad
         q
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Geek Squad
         q
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Change will happen if A x B x C > D
                            where

                            A = an inspiring vision...
Performance



                                                                                       Perform


          ...
Dove
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Dove
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Customer        Tell others
                            profitability
                                            Pay more...
Harley Davidson   18.9%
                                              18 9%
                            Disney            ...
“On a scale of 0 to 10    10
                                              % customers who are promoters
        how likel...
Profits, growth and value creation
          ,g
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
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
MAKING GENIUNE
                            IMPACT


 See things differently
         g            y
Copyright Peter Fisk 2...
Think different things
                     g
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Achieve extraordinary results
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
... And now it s up to you ...
             it’s
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 4 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 4 of 4 - all available on Slideshare.com)

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

  1. 1. Winning in the digital di i l world ld (part 4 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 • 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 • Action planning Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  3. 3. Innovation timeline Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  4. 4. Extinction timeline Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  5. 5. Disrupting and Innovating p g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  6. 6. Geek Squad q Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  7. 7. Geek Squad q Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  8. 8. Change will happen if A x B x C > D where A = an inspiring vision of the what the future organisation will be like B = the reasons why the current organisation cannot continue C = the first practical steps to get towards the future organisation D = people’s resistance to change, and preference to stay as they are Making change happen g g pp Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  9. 9. Performance Perform Gain to Change achieve Shock Change to manage Resolve Denial Risk to overcome Explore Anger Accept Time Making change happen g g pp Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  10. 10. Dove Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  11. 11. Dove Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  12. 12. Customer Tell others profitability Pay more Cost less Buy more Repurchase Purchase 0 Time Loyalty y y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  13. 13. Harley Davidson 18.9% 18 9% Disney 14.8% Coca Cola 7.7% Google g 6.6% Pepsi 6.1% Rolex 5.6% Nike 4.6% Adidas 3.1% 3 1% The world’s favourite brand tattoos Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  14. 14. “On a scale of 0 to 10 10 % customers who are promoters how likely are you to 9 recommend us to a 8 colleague?” % customers who are passive Net 7 Promoters minus Promoter 6 Score detractors 5 4 3 % customers who are detractors 2 1 Example 0 Jan Feb Mar Apr Customer A 9 8 7 5 Customer B 5 8 9 9 Jan Feb Mar Apr Customer C 5 6 8 7 Promoters 20% 0 40% 20% Customer D 4 6 9 8 Passives 20% 40% 60% 60% Customer E 7 6 8 8 Detractors 60% 60% 0 20% NPS (%) -40 -60 40 0 Net promoter score p Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  15. 15. Profits, growth and value creation ,g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  16. 16. 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. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  20. 20. MAKING GENIUNE IMPACT See things differently g y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  21. 21. Think different things g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  22. 22. Achieve extraordinary results Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  23. 23. ... And now it s up to you ... it’s Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  24. 24. theGeniusWorks.com Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
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