1. The Social & Digital
Disruption

3. Agenda
1. Our Role as Digital
Communications PROFESSIONALS
2. Current State of Affairs
3. Tenets of digital Disruption
4. Dealing with the situation
5. Key take aways

4. WHAT IS NOT OUR JOB

5. What is NOT our job

6. WHAT IS OUR JOB

8. WE ARE NOT HERE (ONLY) TO
PRODUCE DIGITAL
INFORMATION
✎ OUR JOB IS ABOUT LISTENING
✎ OUR ROLE IMPLIES SENSING THE
BUSINESS ENVIRONMENT AND
PROVIDING ADEQUATE FEEDBACK TO
INSPIRE THE DECISION-MAKERS AND
Make BETTER DECISIONS

9. INSPIRE
+
MAKE BETTER DECISIONS

10. WE ARE TRENDWATCHERS

11. WE ARE CHANGEMAKERS

12. OUR TASK
✎Expose our companies to the
digital disruption currently
taking place

14. BECAUSE IF
OUR ORGANIZATIONS ARE ABLE
TO
CATCH THE WAVE
WE TOO CAN START TO HAVE
MUCH FUN

15. 2. SO, WHAT’S GOING ON OUT
THERE?

28. Enabling Technologies

36. $3.9
trillion
650 million
10%$1 billion
DOUBLEDx2
MarketWatch, October 6, 2014

37. A NEW GENERATION
OF COMPANIES
IS DISRUPTING
USUAL BUSINESSES
WITH DIGITAL AND SOCIAL
TECHNOLOGIES

42. WHATEVER INDUSTRY
YOU ARE IN

43. 3. WHAT ARE THE MODES OF
DIGITAL DISRUPTION?

44. DIGITAL DISRUPTION
✎ SUPPLY
✎ BUSINESS MODEL
✎ CHANNEL
✎ PRICE
✎ EXPERIENCE
KHOSLA & SAWHNEY, 2014

45. 4. HOW TO TACKLE THIS
SCENARIO?

46. 5 PILLARS OF BRANDING FROM
BELOW
WWW.COPPALANDINI.COM

47. 1. SENSE

48. 1. SENSING AT LANDIS+GYR
✎TRENDWATCHING
✎EXPLORATIVE BENCHMARKING
✎CONVERSATION & SENTIMENT
MONITORING
✎BRAND ASSETS & LIABILITIES ANALYSIS

49. 2. COLLABORATE

50. 2. COLLABORATION AT
LANDIS+GYR
✎EXTERNAL: JOINT R&D AND CO-
BRANDED PILOTS
✎INTERNAL: KNOWLEDGE SHARING ON
THE INTRANET
✎CROWDSOURCING & OPEN
INNOVATION CHALLENGES?

51. 3. ENABLE

52. 3. ENABLING AT LANDIS+GYR
✎Internal: Brand champions
program to enable key people
on social media
✎EXTERNAL: OUR COMMITMENT TO
INTEROPERABILITY

53. 4. LEAD

54. 4. BRAND LEADERSHIP AT LANDIS+GYR
✎THOUGHT LEADERSHIP PROGRAM
✎HIGHER LEVEL MESSAGES ADDRESSING
SOCIETAL STAKEHOLDERS (TOPIC
SMART CITIES, SMART ENERGY, SMART
HOMES), IN ADDITION TO B2B
MARKETING MESSAGES

55. 5. EVOLVE

56. 5. EVOLUTION AT LANDIS+GYR
✎SOCIAL MEDIA: CONTINUOUS
LEARNING WITH NEW KPI SYSTEM
AND EVOLUTIVE APPROACH WITH
INBOUND MARKETING CAMPAIGNS.
✎BUSINESS: FROM HARDWARE (SMART
METERS) TO SOFTWARE
(CONSULTING AND BIG DATA).

57. 5. KEY TAKEAWAYS

58. ✎ Social and digital media are
just the most visible signs of
the radical change taking
place.

59. ✎ The impact of the social
and digital technologies
and the change in social
relationships is much more
disruptive.

60. ✎ The social and digital
disruption logic is the key
for a new approach to
brand management and
for the evolution of the
business.

62. THANK YOU FOR YOUR
ATTENTION!