Digital Workforce: Challenges & Opportunities
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Digital Workforce: Challenges & Opportunities

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Jeff Molander's presentation at Loyola University Chicago's Grad School of Business

Jeff Molander's presentation at Loyola University Chicago's Grad School of Business

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Digital Workforce: Challenges & Opportunities Presentation Transcript

  • 1. Digital Economy Workforce: Challenges & Opportunities Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander
  • 2.  
  • 3. SOURCE: http://budurl.com/9z4w 23% CMOs measure customer email 17% use that feedback to identify customer advocates 59% do not compensate employees or executives based on customer loyalty, satisfaction improvements or analytics.
  • 4. What Should Concern You
    • Today’s business focus
      • Short-term revenue: Advertising
      • Reliance on old (media) model for wealth
      • Social engineering posing as innovation
        • Search & affiliate marketing
  • 5. What Should Concern You
    • The result?
      • Hyper-specialization + mysticism
      • Most people don’t understand the business behind the Web
      • Those that do withhold valuable knowledge
      • This concentrates (limits) wealth / opportunity
      • The “Ignorance Economy”
  • 6. The What?
    • The Ignorance Economy
      • Information / Knowledge Economy
      • We suffer from information overload
      • Our defense: The desire to “not know”
      • “Please, make the purchase decision for me!”
      • Trust & choice itself is outsourced
    • It’s become luxurious to not know, choose
    • This is why we have geeks!
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11. Will You Be Ready?
    • Where business leaders need to focus
      • Build trust-centric models
      • Embrace long-term thinking (sustainable business!)
      • Engage in true innovation
      • Create mutual empowerment w/ customers
      • Give them CHOICE!
    • How?
      • Pay attention to talented generalists & best practices
  • 12. A More Prosperous Tomorrow: What’s Needed
    • Values shift
      • Consumers: Reject the ‘trickery’ and demand ‘respectful’
      • Marketers: Learn to measure & demand accountability
      • Legislators: Ugh, where to begin?
    • Behavioral shift
      • Systems that drive behavior not awareness
      • End the love affair with not knowing
  • 13. Challenges
    • Balancing the Web
      • Commercial and non-commercial interests live in harmony (Net Neutrality)
    • ‘Currency’ of the Web must change!
      • Away from the Almighty dollar alone
      • Toward trust & authenticity
      • Economic recession will force this change
    • Overcoming the HYPE and LIES!
  • 14.  
  • 15.  
  • 16. Be a Business Advisor Not a data Reporter
  • 17. Clear goals Sanctioned priorities Actionable insights
  • 18. The Opportunities
    • Kill advertising as we know it & make something better!
  • 19. The Opportunities Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply.”
  • 20.  
  • 21. Connecting a community of buyers and sellers through relevant and compelling information.
  • 22.  
  • 23.  
  • 24. Evolve Faster
  • 25.  
  • 26.  
  • 27. Connecting a community of buyers and sellers through relevant and compelling information.
  • 28.  
  • 29.  
  • 30. Lead Generation Using RSS Publishing
  • 31. Opportunities
    • Make Marketing Relevant, Accountable
      • Sustainability, Integration (“It takes a company”)
      • Connect mktg metrics to BUSINESS metrics
      • From data reporters to business advisors
    • Brand is Behavior
      • Awareness doesn’t get us paid
      • Capitalize on search: Intent
    • Marketers as the New Publishers
  • 32. Thanks! Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander