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2013 Littlefield Summit

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The complete deck from the 2013 Littlefield Summit: The Evolution of Your Brand. Speakers included: William Pierce on How To Be A Change Agency; Steve Roop on Content Is Still King; Kurt Schweitzer on …

The complete deck from the 2013 Littlefield Summit: The Evolution of Your Brand. Speakers included: William Pierce on How To Be A Change Agency; Steve Roop on Content Is Still King; Kurt Schweitzer on Digital Evolution to Revolution; Phill Nosworthy on The Value of Brand Purpose.

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  • 1. Follow @littlefieldinc #BrandEvolution Tuesday, September 17, 13
  • 2. Product Distribution Experience Tuesday, September 17, 13
  • 3. Tuesday, September 17, 13
  • 4. Tuesday, September 17, 13
  • 5. Tuesday, September 17, 13
  • 6. Tuesday, September 17, 13
  • 7. Tuesday, September 17, 13
  • 8. Leading Change How you grow & prosper @wdpearce Tuesday, September 17, 13
  • 9. - Jack Welch Why We Have To Constantly Change @wdpearce “When the rate of change outside exceeds the rate of change inside, the end is in sight.” Tuesday, September 17, 13
  • 10. ... are transforming the world of business “Knowledge Economy” Virtual Organizations Mergers & Acquisitions Electronic Commerce Digital Convergence Privatizations How Are You Going To Stay In Business When... @wdpearce Tuesday, September 17, 13
  • 11. Technical Personal Every Change Has Two Parts @wdpearce Tuesday, September 17, 13
  • 12. 1. Change is a process that can only be led, not managed. Are you ready to lead? 2. The change process must be linked to intrinsic, personal motivations. What are they? 3. Change is a strategic imperative for every business. 4. Building capacity for change is an evolutionary process. It never stops. Ever. Principles Of Change @wdpearce Tuesday, September 17, 13
  • 13. Adapt Or Die @wdpearce Tuesday, September 17, 13
  • 14. - George Washington was born. - 25-year-old Benjamin Franklin first penned “Poor Richard’s Almanac.” - 44 years before the United States would gain its independence from British rule in 1776. - It was also the year Rowland Company was founded. 1732 Was The Year @wdpearce Tuesday, September 17, 13
  • 15. - Started as a manufacturer of shovels, spades, springs for wagon wheels and other implements of manual labor. - Rowland is now a specialty distributor/fabricator of industrial power transmission components for large machinery. 279 Years Of Change @wdpearce Tuesday, September 17, 13
  • 16. - “It is going to be a challenge with the old-world way of manufacturing… - CEO said, “so we are segueing and getting more lines to deal with manufacturers who have more types of the emerging products.” - Management sees the company undergoing even more changes to remain an integral “problem solver” for industry. In 2032, I Bet The Same Conversation @wdpearce Tuesday, September 17, 13
  • 17. Creating Vision of Change Motivating Change Developing Support Managing the Transition Sustaining Momentum The Vital Five @wdpearce Tuesday, September 17, 13
  • 18. Envision Enable Energize Leading Change @wdpearce Tuesday, September 17, 13
  • 19. Current Situation Restraining Forces for Change External Driving Forces for Change Who’s Got More Will? @wdpearce Tuesday, September 17, 13
  • 20. Resistance to Change 20% 40% 60% 80% 100% Source: Information Week Limitations of Structure Lack of Executive Commitment Lack of Executive Champion Unrealistic Expectations Lack of Cross-Functional Team Inadequate Team and User Skills Team Not Involved Change Too Narrow Barriers To Change Are Us @wdpearce Tuesday, September 17, 13
  • 21. Habit Selective Processing Economic Factors Job Security What Did I Do Wrong? Individual Resistance @wdpearce Tuesday, September 17, 13
  • 22. Threat to Power Threat to Resource Inertia Limited Focus of Change Organizational Resistance @wdpearce Tuesday, September 17, 13
  • 23. Four Phases Of Death Transition @wdpearce Tuesday, September 17, 13
  • 24. Four Phases Of Transition @wdpearce ResistanceDenial Tuesday, September 17, 13
  • 25. Four Phases Of Transition Exploration Commitment @wdpearce Tuesday, September 17, 13
  • 26. - The brain likes to maintain current state to guard the body from threats. - Change is a disruption to this state. The natural reaction to a disruption is the proverbial fight-or-flight response. - Change can also be thought of as emotional pain. Ironically, the body reacts to emotional pain the same as if it were physical pain. - When you introduce change, your employees are fighting to avoid it as if their lives depended on it, which their brains literally think is the case. Hardwiring In The Brain @wdpearce Tuesday, September 17, 13
  • 27. - Change in the brain is represented by  new wiring. - New wiring is created from insights, which happen when we make a brand new connection in the brain. - The brain loves insights. Insights release various brain chemicals associated with pleasure states. What Is Change To A Brain? @wdpearce Tuesday, September 17, 13
  • 28. - Reduce Status - Create Certainty - Introduce Autonomy - Communicate Relatedness - Ensure Fairness Make It Easy Easier @wdpearce Tuesday, September 17, 13
  • 29. - Nothing changes until something changes. - The Change Agent uses the catalyst to motivate others of the need for change. Change Needs A Catalyst @wdpearce Tuesday, September 17, 13
  • 30. Change Sponsor Change Agents Change Target These are individuals or groups with the power to determine that a change will occur. These are individuals or groups responsible for seeing that a previously determined change occurs. These are individuals or groups who are asked to change something (knowledge, skills, or behavior) as a result of the change. Who’s On The Bus? @wdpearce Tuesday, September 17, 13
  • 31. What would make them supportive? - Information / understanding? - Involvement and ownership? - Changes in planned actions? - Direction from more senior managers? - Evidence of the success of the change? What would make them resist? - Personal threat? - Non-involvement in decisions? - Personal rivalries? - Insufficient evidence in ‘trial period’ (defined by them)? Influencing The Target @wdpearce Tuesday, September 17, 13
  • 32. Understands Change Appreciates Others Manages Resistance Critical Skills Of Change Agents @wdpearce Tuesday, September 17, 13
  • 33. Culture Capacity Leadership Capacity Individual & Team Capacity Future State Current State Leading Designing Reinforcing Ending Exploring Beginning Leadership Communication O rganizationalT ransition PersonalT ransition Elements Of Change Enablement @wdpearce Tuesday, September 17, 13
  • 34. Providing Resource for Change Building a Support System for Change Agents Developing New Competencies and Skills Reinforcing New Behaviors Staying the Course Sustaining Momentum @wdpearce Tuesday, September 17, 13
  • 35. Tuesday, September 17, 13
  • 36. The King & The Queen Ruling In The Digital Age Tuesday, September 17, 13
  • 37. Is all content created equal? Are we all kings of our own content creation? Is posting a message to our friends the same as posting one to 20,000 people? Storytelling matters. Content Is King Tuesday, September 17, 13
  • 38. Homegrown Tuesday, September 17, 13
  • 39. Polished and Slick Tuesday, September 17, 13
  • 40. The Grand Slam Tuesday, September 17, 13
  • 41. Same Old Song & Dance Tuesday, September 17, 13
  • 42. Who are they? What do they have in common? Why are they interested in us? What do they want or expect from us? Knowing will help develop your voice. Know Your Audience Tuesday, September 17, 13
  • 43. Develop Your Voice How you talk to your audience. Similar to casting an actor for a movie role. Casual? Formal? Always be conversational. Listen. Think about what they want to hear. Say something worth hearing. Tuesday, September 17, 13
  • 44. Great content in a vacuum isn’t so great. Grow your own channels—social media. Tailor your content for each channel. Same message, different deliveries. Photos, memes, video, text, polls. Know your channels. Distribution Is Queen Tuesday, September 17, 13
  • 45. Know your audience. Develop your voice. Create content they’ll engage with. Leverage your channels. Be The King, Know Your Queen, Rule The Digital Age. Rule The Digital Age Tuesday, September 17, 13
  • 46. Tuesday, September 17, 13
  • 47. Digital Evolution to Revolution Tuesday, September 17, 13
  • 48. Tuesday, September 17, 13
  • 49. - 18 Years Old - Had Lots of Hair - Wore Glasses - 38 Years Old - Slightly Less Hair - Lasik Surgery 20 Years Ago Today Tuesday, September 17, 13
  • 50. TV & Radio 20 Years Ago Broadcast TV Radio Cable TV Today Broadcast TV Radio Cable TV Digital Satellite TV Satellite Radio Connected TVs Apple TV, Roku Streaming video & audio Netflix, Hulu, Xbox, Amazon, YouTube, Pandora, iHeartRadio, Spotify, iTunes Radio, Podcasts… Tuesday, September 17, 13
  • 51. Print 20 Years Ago Newspaper Magazine Today Newspaper Magazine Tablets Kindle Nook Other E-readers Digital Newsletters RSS Feeds Social Bookmarks Digg, Reddit Tuesday, September 17, 13
  • 52. Outdoor 20 Years Ago Billboards Posters Transit Today Billboards Posters Transit Digital Bulletins Taxi TV 3D Projection Mapping Digital Cinema Ads Place-Based Digital Networks Gyms, Bars, Convenience Stores, TouchTunes… Tuesday, September 17, 13
  • 53. Online 20 Years Ago First Banner Ad didn’t run until October 1994 Today Banner Ads Rich Media Units Video Ads Mobile Web Banners Smartphone & Tablet Apps Geo-Fencing And many more… Tuesday, September 17, 13
  • 54. Social Media 20 Years Ago Myspace launched 10 years later in Aug. 2003 Facebook in February 2004 Twitter in March 2006 Instagram just 3 years ago in Oct. 2010 Today Facebook Twitter LinkedIn YouTube Pinterest Instagram Foursquare Hundreds of others Tuesday, September 17, 13
  • 55. Media  fragmenta-on  is  growing  at  an   exponen-al  rate,  crea-ng  an  ever  more   complex  media  environment. Tuesday, September 17, 13
  • 56. Increasing fragmentation leads to more time spent with media. Tuesday, September 17, 13
  • 57. Every day people are consuming 12 hours of media in only 9 hours. ~Source: comScore Tuesday, September 17, 13
  • 58. 77% of connected users watch TV with another device Source: eMarketer 2013 To accomplish that, multitasking has become the norm. Tuesday, September 17, 13
  • 59. Media fragmentation and the explosion of personalized media are cropping up so rapidly that it’s almost impossible for digital marketers to keep up. Tuesday, September 17, 13
  • 60. There is hope Tuesday, September 17, 13
  • 61. RISE OF THE MACHINES PROGRAMMATIC BUYING Tuesday, September 17, 13
  • 62. “Humans really are not suited to the task. Not only are we too slow, but we're generally bad with numbers and complain far too much.” ~Chris  Sukornyk Tuesday, September 17, 13
  • 63. Programmatic buying is the process of executing media buys in an automated fashion rather than through manual negotiations. Tuesday, September 17, 13
  • 64. A Brief History Of Digital Advertising Buying - Digital advertising used to be purchased and sold 100% manually. - Those with ads to sell, such as Yahoo! or MSN, would pitch their ad inventory directly to advertisers and agencies. - At the same time agencies and advertisers would issue RFPs requesting access to ad inventory available on the publisher websites. Tuesday, September 17, 13
  • 65. As ad networks and the alphabet soup of associated platforms such as DSPs, SSPs and RTB systems emerged, the need arose for an automated process to help facilitate the buying and selling of digital advertising. Programmatic Buying allows advertisers and publishers to interact in the complex landscape of today. Tuesday, September 17, 13
  • 66. Similar to the evolution of the stock market where trades were once performed through human interactions and are now primarily done through automated systems. Tuesday, September 17, 13
  • 67. Why Is This A Revolution? - Advertisers can buy impressions individually, not grouped by the thousands or millions. - Each ad marketplace auction allows an advertiser to serve one specific ad to one single consumer in one single context realizing true one-to-one marketing at scale. Tuesday, September 17, 13
  • 68. Benefits Of Programmatic Buying Reduce Waste Avoid payment for the wrong kind of consumer that happens to be visiting a certain content property or even the right kind of consumer when they are visiting in the wrong context. More Properties Due to its real-time connection with many large inventory sources, programmatic buying can consider vastly more websites and digital properties than any manual buying process ever could. More Data Traditional buying may define segments with just a handful of attributes like age, gender, income, geography, education. Programmatic buying systems can evaluate millions of data features all in real time. Tuesday, September 17, 13
  • 69. Display Banners Video Mobile Social Multiple digital channels currently supporting Programmatic Buying Tuesday, September 17, 13
  • 70. Nearly one-fifth of US display spending will be automated this year. - US display advertisers will spend $3.34 billion this year on real-time bidding ads, up 73.9% from last year. -Programmatic video advertising accounts for 19% of the marketplace up 71% versus 2012. Tuesday, September 17, 13
  • 71. Plethora of terminology surrounding Programmatic Buying Tuesday, September 17, 13
  • 72. RTB Tuesday, September 17, 13
  • 73. Real-Time Bidding (RTB) is a method of buying and selling through an online auction, in real time, one ad impression at a time. Tuesday, September 17, 13
  • 74. Programmatic Buying and Real-Time Bidding (RTB) are not interchangeable. RTB is a feature of programmatic—a subset. Programmatic can serve marketers, vendors that don't bid in real time. Real-Time Bidding Programmatic Buying Tuesday, September 17, 13
  • 75. Ad Exchanges are the marketplace that facilitates real-time, auction-based transactions. Tuesday, September 17, 13
  • 76. Just as there are multiple stock exchanges (NYSE, Tokyo, London), there are multiple Ad Exchanges. Tuesday, September 17, 13
  • 77. Demand-Side Platforms (DSPs) System that allows buyers of digital advertising to manage multiple ad and data exchange accounts through one interface. Tuesday, September 17, 13
  • 78. Data Management Platforms (DMPs) Consolidate online and offline customer data from various sources into a single location. DMP Website Data 3rd Party Data CRM Data Tuesday, September 17, 13
  • 79. Data Management Platforms (DMPs) Then break the data down into specific demographic and behavioral segments that can be used to target online advertising. Audience Insights Audience Segmentation Audience Modeling DMP Tuesday, September 17, 13
  • 80. DMPs are designed to help both marketers and publishers make the data they have actionable. Tuesday, September 17, 13
  • 81. DMP RTB DSP Exchange Programmatic Buying is the process of executing media buys in an automated fashion.Advertiser Publisher Technologies facilitate the automated process. Tuesday, September 17, 13
  • 82. “Programmatic Buying will become the dominant method of purchase across all media channels in the near future.” ~Bonin Bough Tuesday, September 17, 13
  • 83. Analysts predict television will be the next form of media to embrace Programmatic Buying. Today, we can already buy digital OOH across the country using the programmatic auction in taxi cabs, malls, airports, and other digitally connected settings. As off-line media takes on digital buying principals, the line between digital advertising and traditional advertising may soon be erased. Tuesday, September 17, 13
  • 84. Automation will not replace media management. - Programmatic Buying is both an art and a science. - The scientific component—the algorithm—gets most of the glory, but the human element is crucial to proper execution. - Algorithms are only as good as the data that feeds them, and data is only as good as the strategies it informs. The human element of Programmatic Buying is critical to its success. Tuesday, September 17, 13
  • 85. The Evolution of media through fragmentation has created an ever more complex media landscape. Marketers need to embrace the “Programmatic Buying Revolution” for the benefits it provides and to keep in step with the future of advertising. Tuesday, September 17, 13
  • 86. Tuesday, September 17, 13
  • 87. Littlefield Summit 2013 The Evolution of Your Brand. Tuesday, September 17, 13
  • 88. The Evolution of Our Brand. Tuesday, September 17, 13
  • 89. It doesn’t matter how well you say the wrong thing. Tuesday, September 17, 13
  • 90. How People Make Buying Decisions Tuesday, September 17, 13
  • 91. 95% of Thinking is Subconscious. 5% is Rational. Tuesday, September 17, 13
  • 92. The single, most persuasive idea that’s: - Most relevant to your customers. - True to who you are. - Can be delivered across all brand touch points. The One Thing Tuesday, September 17, 13
  • 93. Outperform competitors in stock-market performance by 8:1. Tuesday, September 17, 13
  • 94. Outperform general market and comparison companies by 15:1 and 6:1, respectively. Tuesday, September 17, 13
  • 95. 400% higher revenues. 700% greater job growth. 1,200% higher stock prices. Tuesday, September 17, 13
  • 96. Top 50 Brands vs. S&P 500 Top 50 S&P 500 Tuesday, September 17, 13
  • 97. A Brand Purpose Each brand was built on an ideal of improving lives in some way, regardless of size and category. What Did The Top 50 Have In Common? Top 50 Brands vs. S&P 500 Tuesday, September 17, 13
  • 98. Your Brand Purpose - Internal - Gives employees a unified, inspiring reason to go to work every day. - Gives your entire business extreme focus—from HR and Marketing to R&D and Finance. - Helps you make a much stronger connection with every customer interaction. Tuesday, September 17, 13
  • 99. Brand Purpose Delivering Happiness. Tuesday, September 17, 13
  • 100. Tuesday, September 17, 13
  • 101. Brand Purpose Caring for the happy, healthy development of babies. Tuesday, September 17, 13
  • 102. Tuesday, September 17, 13
  • 103. Tuesday, September 17, 13
  • 104. Tuesday, September 17, 13
  • 105. Brand Purpose Tuesday, September 17, 13
  • 106. Tuesday, September 17, 13
  • 107. The Purpose of Purpose Tuesday, September 17, 13
  • 108. Tuesday, September 17, 13
  • 109. Tuesday, September 17, 13
  • 110. Crown, A World of Entertainment Tuesday, September 17, 13
  • 111. Tuesday, September 17, 13
  • 112. Purpose: Sharpens your offer Tuesday, September 17, 13
  • 113. Purpose: Changes the rules Tuesday, September 17, 13
  • 114. Purpose: Connects people Tuesday, September 17, 13
  • 115. Tuesday, September 17, 13
  • 116. “I make the cars go faster” Tuesday, September 17, 13
  • 117. Tuesday, September 17, 13
  • 118. Tuesday, September 17, 13
  • 119. Purpose: Breaks down silos Tuesday, September 17, 13
  • 120. Purpose: Creates new business models Tuesday, September 17, 13
  • 121. Kryptonite for Purpose Tuesday, September 17, 13
  • 122. Follow @littlefieldinc #BrandEvolution Tuesday, September 17, 13

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