WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

@Robert_Rose
@Tim_Walters
The

WISDOM
of
Brad Pitt
4
5
6
7
8
9
10
11
12
Holy Shit!
World War Z

Rule #1:
Cardio

Zombieland
Dawn of the Dead 2

Threat

26 Days Later

Batter Up!

Night of the Li...
14
Zombies = Moore’s Law?
NO
YES

15
Brad’s Law

The speed of zombies
doubles about every 5.8 years
16
153, 616,324

17

M
P
H
Source: BI Intelligence

18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
The viral inf(l)ection point

37
A cycle of ubiquitous content consumption

38

@tim_walters
39

Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
40
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

But what about marketing?
Growth, fragmentation, multiple channels...

Text

We can skip this part, right?
The true challenge is the pressure of executing fast and
chaotic change while simultaneously delivering
increasingly profi...
CMO’s feel the pressure “on the clock”
CMO’s feel they don’t have right tem
CMO’s feel unready for technology

... and yet...
“Creating customer
experiences with
content will have
huge effect. We
have to figure out
how to stay relevant
and engaging...
They’re not
unaware.

They’re just
wrong.
Fear not, the marketing hipster!
Most organizations are siloed
Now even within marketing
Most organizations realize
silos are inefficient, at best,
and want to transform
B2C & B2B
processes for CXM
share a vision, but
are more different
than alike.
Marketing doesn’t really need or
want any more technology.
Fortune 500 Insurance Company

WEB
Website
Content
SEO

Traffic
SEO
Leads

SOCIAL

CRM

Facebook Twitter
CRM
Twitter
Commu...
Re-aligned content engagement as centralizing force
New roles across each team
Centralized content strategy
Measurement al...
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

How To Survive The Attack!
57
58
59
60
Clayton Christensen: Reinvent
 Autonomous business unit
– “Free . . . from reliance on the parent organization .
. . Must...
62
Larry Downes: Run
 See it coming
 Slow the disruption long enough to better it
 Get close to the exits and be ready for...
64
James McQuivey: Convert
“Ready or not, your only
solution will be to become
a digital disruptor.”

65
66
Tom Foremski: Die
“If you are in the path of a
disruptive technology you are
toast.”
Unsustainable

Unobtainable

Static
Unresponsive
Non-adaptable

Unwelcome
Unaffordable
Undoable

Extinction-level event

D...
“The one certainty for
anyone in the path of an
avalanche is that standing
still is not an option”
– IPPR, 2013
69
The viral inf(l)ection point(s)

70
71
Emile Simpson – Narrate
“You use both military means and non-military
means, working with our civilian counterparts,
to de...
Surviving and thriving with VUCA
 Flexible, decentralized, empowered
networks
 Learning through “experimence”
 Acceptan...
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

Marketing shot to the head…
data in hand is used to optimize
transactions - not create relationships

It’s the engagement that’s important,
systems ca...
Not just grabbing attention.
Holding attention.
Build your content and experience power
grid, one house, one street at a time.
Build your content and experience power
grid, one house, one street at a time.
“We delegate what’s
uncomfortable. Process
makes us comfortable,
organized and scalable. But do
we need to pit it against
...
Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola
What’s Your 10%?
Tell Your Story
It’s The Only Way To Avoid Becoming A Zombie

Jonathan Mildenhall
VP, Worldwide Creative
...
Tell Your Story
It’s The Only Way
To Deal With
Zombies…
Customers
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

Thanks…
@Robert_Rose
@Tim_Walters
Digital Pulse Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Wa...
Upcoming SlideShare
Loading in …5
×

Digital Pulse Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Walters, Digital Clarity Group

837 views

Published on

Published in: News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
837
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Digital Pulse Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Walters, Digital Clarity Group

  1. 1. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers
  2. 2. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers @Robert_Rose @Tim_Walters
  3. 3. The WISDOM of Brad Pitt
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. Holy Shit! World War Z Rule #1: Cardio Zombieland Dawn of the Dead 2 Threat 26 Days Later Batter Up! Night of the Living Dead 2013 1968 13 Time
  14. 14. 14
  15. 15. Zombies = Moore’s Law? NO YES 15
  16. 16. Brad’s Law The speed of zombies doubles about every 5.8 years 16
  17. 17. 153, 616,324 17 M P H
  18. 18. Source: BI Intelligence 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. 36
  37. 37. The viral inf(l)ection point 37
  38. 38. A cycle of ubiquitous content consumption 38 @tim_walters
  39. 39. 39 Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
  40. 40. 40
  41. 41. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers But what about marketing?
  42. 42. Growth, fragmentation, multiple channels... Text We can skip this part, right?
  43. 43. The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
  44. 44. CMO’s feel the pressure “on the clock”
  45. 45. CMO’s feel they don’t have right tem
  46. 46. CMO’s feel unready for technology ... and yet...
  47. 47. “Creating customer experiences with content will have huge effect. We have to figure out how to stay relevant and engaging.” CMO Fortune 500 CPG Company
  48. 48. They’re not unaware. They’re just wrong.
  49. 49. Fear not, the marketing hipster!
  50. 50. Most organizations are siloed Now even within marketing
  51. 51. Most organizations realize silos are inefficient, at best, and want to transform
  52. 52. B2C & B2B processes for CXM share a vision, but are more different than alike.
  53. 53. Marketing doesn’t really need or want any more technology.
  54. 54. Fortune 500 Insurance Company WEB Website Content SEO Traffic SEO Leads SOCIAL CRM Facebook Twitter CRM Twitter Community LI Likes Followers Not BRAND TV RADIO Strategy ???? EMKTG PR Blog Email Content Press Newsroom We’re working on it Earned Media
  55. 55. Re-aligned content engagement as centralizing force New roles across each team Centralized content strategy Measurement aligned for content, not teams.
  56. 56. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers How To Survive The Attack!
  57. 57. 57
  58. 58. 58
  59. 59. 59
  60. 60. 60
  61. 61. Clayton Christensen: Reinvent  Autonomous business unit – “Free . . . from reliance on the parent organization . . . Must not report to the business being disrupted.”  Separate resource allocation process – Funding “regardless of the fortunes of the core business.”  Independent sales channel – “Does not defer or report to the existing sales organization.” 61
  62. 62. 62
  63. 63. Larry Downes: Run  See it coming  Slow the disruption long enough to better it  Get close to the exits and be ready for a fast escape  Try a new kind of diversification 63
  64. 64. 64
  65. 65. James McQuivey: Convert “Ready or not, your only solution will be to become a digital disruptor.” 65
  66. 66. 66
  67. 67. Tom Foremski: Die “If you are in the path of a disruptive technology you are toast.”
  68. 68. Unsustainable Unobtainable Static Unresponsive Non-adaptable Unwelcome Unaffordable Undoable Extinction-level event Death by invasive surgery 68
  69. 69. “The one certainty for anyone in the path of an avalanche is that standing still is not an option” – IPPR, 2013 69
  70. 70. The viral inf(l)ection point(s) 70
  71. 71. 71
  72. 72. Emile Simpson – Narrate “You use both military means and non-military means, working with our civilian counterparts, to deliver a narrative, or a political story, if you like – just like a politician might deliver a narrative during an election. You give each constituency what it wants while going on the offensive against the opposition’s narrative.” 72
  73. 73. Surviving and thriving with VUCA  Flexible, decentralized, empowered networks  Learning through “experimence”  Acceptance of uncertainty and chaos  Contextualized sense-making rather than problem solving  “Winning” means narrative engagement rather than conversion 73
  74. 74. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Marketing shot to the head…
  75. 75. data in hand is used to optimize transactions - not create relationships It’s the engagement that’s important, systems can come with time.
  76. 76. Not just grabbing attention. Holding attention.
  77. 77. Build your content and experience power grid, one house, one street at a time.
  78. 78. Build your content and experience power grid, one house, one street at a time.
  79. 79. “We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.” - Beth Comstock CMO, GE
  80. 80. Jonathan Mildenhall VP, Worldwide Creative Coca Cola
  81. 81. What’s Your 10%? Tell Your Story It’s The Only Way To Avoid Becoming A Zombie Jonathan Mildenhall VP, Worldwide Creative Coca Cola
  82. 82. Tell Your Story It’s The Only Way To Deal With Zombies… Customers
  83. 83. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Thanks… @Robert_Rose @Tim_Walters

×