"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 (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 ...

"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)

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

  • 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. 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. Innovation timeline Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 4. Extinction timeline Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 5. Disrupting and Innovating p g g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 6. Geek Squad q Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 7. Geek Squad q Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 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. 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. Dove Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 11. Dove Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 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. 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. “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. Profits, growth and value creation ,g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 16. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 17. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 18. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 19. Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 20. MAKING GENIUNE IMPACT See things differently g y Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 21. Think different things g Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 22. Achieve extraordinary results Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 23. ... And now it s up to you ... it’s Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com
  • 24. theGeniusWorks.com Copyright Peter Fisk 2009 peterfisk@peterfisk.com www.theGeniusWorks.com