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It Shouldn't Be Scary to Go Digital

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Keynote presentation for the Peak Campus Conference in Atlanta, GA on 1/12/17. We talk about two current technology disruption business and what we must do to evolve. At the core, this presentation is filled with tips to building sustainable growth by focusing on the foundation of digital change and not the hype.

Published in: Marketing
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It Shouldn't Be Scary to Go Digital

  1. Kyle Lacy @kyleplacy It Shouldn’t Be Scary to Go Digital 1/12/17 Tips to building sustainable growth by focusing on the foundation of digital change and not the hype.
  2. @KYLEPLACY@KYLEPLACY We must understand change.
  3. @KYLEPLACY@KYLEPLACY Louis CK Video
  4. @KYLEPLACY@KYLEPLACY Why is this happening?
  5. @KYLEPLACY@KYLEPLACY Mobility completely changed the game. CURRENT DISRUPTION
  6. @KYLEPLACY Day in the Life of a Mobile User Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Source: KPCB Internet Trends Report
  7. @KYLEPLACY 1.1B daily active users Facebook Q32016 Earnings Report
  8. @KYLEPLACY Venmo Growth Continues to Climb In Q116 alone, Venmo processed 3.2 billion, a 154% increase from Q1 2015 Total payment volume over time (2013-2016)
  9. @KYLEPLACY
  10. @KYLEPLACY@KYLEPLACY Every customer is a consumer first.
  11. @KYLEPLACY@KYLEPLACY And the consumer experience is seamless.
  12. @KYLEPLACY@KYLEPLACY
  13. @KYLEPLACY
  14. @KYLEPLACY
  15. @KYLEPLACY@KYLEPLACY Smart machines are here to stay. FUTURE DISRUPTION
  16. @KYLEPLACY
  17. @KYLEPLACY
  18. @KYLEPLACY@KYLEPLACY 70% of your jobs will be automated by 2020 Source: me
  19. @KYLEPLACY@KYLEPLACY Have no fear.
  20. @KYLEPLACY@KYLEPLACY We don’t survive.
  21. @KYLEPLACY@KYLEPLACY Embracing the 4 Ps of Digital Evolution SUPREME SURVIVAL TIP
  22. @KYLEPLACY@KYLEPLACY We evolve.
  23. @KYLEPLACY@KYLEPLACY PROCESS PEOPLE PERSONA PERFORMANCE
  24. @KYLEPLACY@KYLEPLACY PEOPLE Do you have the right people? Hire for aptitude, attitude and agility.
  25. @KYLEPLACY
  26. @KYLEPLACY@KYLEPLACY Is your team built to win?
  27. @KYLEPLACY
  28. @KYLEPLACY Keys to High Performing Teams 1. Everyone talks and listens in roughly equal measure, keeping contributions short and sweet. 2. Members face one another, and their conversations and gestures are energetic. 3. Members connect directly with one another—not just with the team leader. 4. Members carry on back-channel or side conversations within the team. 5. Members periodically break, go exploring outside the team, and bring information back. Source: https://hbr.org/2012/04/consistently-building-highly-e
  29. @KYLEPLACY@KYLEPLACY The most valuable form of communication is face-to- face. E-mail and texting are the least valuable.
  30. @KYLEPLACY@KYLEPLACY Successful teams of the future…
  31. @KYLEPLACY@KYLEPLACY …obsess over every aspect of the consumer experience.
  32. @KYLEPLACY@KYLEPLACY PERSONA Do you know your customer? Do you understand their behavior, motivations, goals and demographics?
  33. @KYLEPLACY@KYLEPLACY PERSONA a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
  34. @KYLEPLACY@KYLEPLACY Quantitative + Qualitative
  35. @KYLEPLACY Leasing Persona Development Name • Age • Gender • Salary • Location Goals & Challenges Values & Fears Demographics • How do you help achieve their goals? • How do you help solve their problems? • Why wouldn’t they buy? • How do you help alleviate their fears? • How do you support their values? • Education • Family
  36. @KYLEPLACY@KYLEPLACY PROCESS How do you optimize for the customer journey?
  37. @KYLEPLACY@KYLEPLACY Obsess over the experience. PROCESS TIP #1
  38. @KYLEPLACY
  39. @KYLEPLACY@KYLEPLACY 73% of companies consider user experience a top priority Source: Forrester Research, Forrester’s CX Index
  40. @KYLEPLACY@KYLEPLACY 1% of companies deliver an excellent experience Source: Forrester Research, Forrester’s CX Index
  41. @KYLEPLACY@KYLEPLACY Get the experience right and your service will sell itself.
  42. @KYLEPLACY@KYLEPLACY
  43. @KYLEPLACY@KYLEPLACY Customer service is the new marketing. PROCESS TIP #2
  44. @KYLEPLACY
  45. @KYLEPLACY@KYLEPLACY It’s time to hug your haters.
  46. @KYLEPLACY@KYLEPLACY 80% of companies say they deliver exceptional customer service. Source: Jay Baer, Hug Your Haters
  47. @KYLEPLACY@KYLEPLACY 8% of their customers agree Source: Jay Baer, Hug Your Haters
  48. @KYLEPLACY@KYLEPLACY $500 Billion Per Year in Marketing Source: Jay Baer, Hug Your Haters
  49. @KYLEPLACY@KYLEPLACY $500 Billion Per Year in Marketing $9 Billion Per Year in Customer Service Source: Jay Baer, Hug Your Haters
  50. @KYLEPLACY
  51. @KYLEPLACY Social media engagement is about retention not acquisition.
  52. @KYLEPLACY@KYLEPLACY 40% of social media haters expect a reply within one hour. Source: Jay Baer, Hug Your Haters
  53. @KYLEPLACY@KYLEPLACY Answering one complaint online increases customer love as much as 25% Source: Jay Baer, Hug Your Haters
  54. @KYLEPLACY@KYLEPLACY Go back and answer the first 2 pages of reviews everywhere. Source: Jay Baer, Hug Your Haters
  55. @KYLEPLACY@KYLEPLACY PERFORMANCE Do you have the system in place to track and evolve?
  56. @KYLEPLACY Source: David Walmsley “We must move from numbers keeping score to numbers that drive better actions.”
  57. @KYLEPLACY@KYLEPLACY Better Goal Tracking Leads to Better Results PERFORMANCE TIP #1
  58. @KYLEPLACY Data / Automation CRM My Daily Tools Goal / Project Management
  59. @KYLEPLACY
  60. @KYLEPLACY
  61. @KYLEPLACY
  62. @KYLEPLACY@KYLEPLACY Data is life. PERFORMANCE TIP #2
  63. @KYLEPLACY@KYLEPLACY A rorschach test…
  64. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  65. @KYLEPLACY@KYLEPLACY How do you feel?
  66. @KYLEPLACY@KYLEPLACY One more…
  67. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  68. @KYLEPLACY@KYLEPLACY And now?
  69. @KYLEPLACY@KYLEPLACY 70% of technology implementations fail because of BAD DATA. Source: Forrester Research
  70. @KYLEPLACY@KYLEPLACY There is one single source of the truth…
  71. @KYLEPLACY@KYLEPLACY And everyone is responsible to keeping it clean and effective.
  72. @KYLEPLACY
  73. @KYLEPLACY
  74. @KYLEPLACY@KYLEPLACY Final thoughts…
  75. @KYLEPLACY@KYLEPLACY Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
  76. @KYLEPLACY@KYLEPLACY PROCESS PEOPLE PERSONA PERFORMANCE
  77. @KYLEPLACY@KYLEPLACY One last thing…
  78. @KYLEPLACY@KYLEPLACY You are not marketers
  79. @KYLEPLACY@KYLEPLACY You are not marketers social media ninjas
  80. @KYLEPLACY@KYLEPLACY You are not marketers social media ninjas vice presidents
  81. @KYLEPLACY@KYLEPLACY You are not marketers social media ninjas vice presidents the CEO
  82. @KYLEPLACY@KYLEPLACY You are not marketers social media ninjas vice presidents the CEO business development
  83. @KYLEPLACY@KYLEPLACY You are not marketers social media ninjas vice presidents the CEO business development or operations
  84. @KYLEPLACY@KYLEPLACY You are experience makers and managers.
  85. @KYLEPLACY@KYLEPLACY It is the only thing that makes you relevant.
  86. @KYLEPLACY@KYLEPLACY Thank you.

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