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Leadership Implications of Digital and Social Media in Enterprises

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Leadership Implications of Digital and Social Media in Enterprises

  1. 1. Leadership Implicationsof Digital and SocialMedia in the Enterprise Dr. Augustine Fou http://www.linkedin.com/in/augustinefou January 19, 2013.January 19, 2013. 1
  2. 2. Agenda • 50,000 ft view of how digital has changed the business landscape • Examples of digital marketing and social media • Leadership implications for modern enterprisesJanuary 19, 2013. 2
  3. 3. Some Context:Technology EnablementJanuary 19, 2013. 3
  4. 4. From No Internet to Internet Source: Mary Meeker, KPCB, December 2012-4- Augustine Fou
  5. 5. From Desktops to Laptops Tablets almost caught up to Desktops Consumer sales of PCs and tablets Source: NPD, Morgan Stanley Research Percent of PC Shipments – Desktop vs. Portable Source: IDC Worldwide quarterly PC Tracker 65% Laptops-5- Augustine Fou
  6. 6. From Landlines to Mobile Source: Mary Meeker, KPCB, December 2012-6- Augustine Fou
  7. 7. No Search to Searchable Source: Mary Meeker, KPCB, December 2012-7- Augustine Fou
  8. 8. Software to Apps Packaged software 100’s of titles hundreds of 1000’s of apps-8- Augustine Fou
  9. 9. Personalization/Customization personalized photo products 3D printing e-greeting cards 1990’s 2000’s 2010’s-9- Augustine Fou
  10. 10. How Digital hasChanged the LandscapeJanuary 19, 2013. 10
  11. 11. The Grand Digital Canyon Traditional Digital • TV • Search • Print • Social • Radio • Mobile • Video Metric: Metric: Size of Actions of Audience Users- 11 - Augustine Fou
  12. 12. The Evolution of Media Always on Always informed Always connected banner ads search ads One-way Media Two-way Media Many-Way Media- 12 - Augustine Fou
  13. 13. The Evolution of Users PUSH PULL • Direct marketing People ignore “interruption media” and • Email marketing only pay attention to information they are • Online marketing seeking. (“Purple Cow” by Seth Godin) • Sports marketing • Word of mouth marketing • Guerrilla marketing • Blog marketing • Event marketing • Product placement • In-game marketing • Sponsorships Advertisers push message out Users do their own research- 13 - Augustine Fou
  14. 14. User Habit: “search” 2005 2009 Most modern users look no further than page 1 Page 1 … if they can’t find you, you don’t exist- 14 - Augustine Fou
  15. 15. User Expectation: “now” Screen shots of how websites appear on Blackberries GSK.com Novartis.com … if they can’t find you right now, they’ll leave.- 15 - Augustine Fou
  16. 16. Empowered customers… • Research products online • Find information via search • Trust peers most, ads least Source: Forrester Research Q3 2010- 16 - Augustine Fou
  17. 17. Advertisers can no longer… … just shout their ads at people.- 17 - Augustine Fou
  18. 18. Pitching AND Catching Instead of … Traditional Digital VS Metric: Metric: Size of Actions of Audience Users Pitching + Catching- 18 - Augustine Fou
  19. 19. Harvesting Demandvia Search InsightsJanuary 19, 2013. 19
  20. 20. Godiva - Demand PlanningSee when users search for which products chocolate covered strawberries (Valentine’s) chocolate covered cherries (Christmas)- 20 - Augustine Fou
  21. 21. Purell Sales Driven by H1N1 Purell demand and search volume lifted swine flu swine flu drove 1st peak h1n1 h1n1 drove 2nd peak 21- 21 - Augustine Fou
  22. 22. Abbott – Selecting WordsSearch volume and related search provides insights to select optimalkeywords to use on websites.- 22 - Augustine Fou
  23. 23. User Self-SegmentationThe exact words users use to search indicates who they are Physician Nurse Patient “orexin “dosage” “sleep receptor “how to drug” agonist” administer”- 23 - Augustine Fou
  24. 24. Focus on SocialActionsJanuary 19, 2013. 24
  25. 25. Venues come and go friendster facebook (red) vs myspace myspace (blue) facebookJanuary 19, 2013. 25
  26. 26. Action: Create Collaborative Encyclopedia WikipediaJanuary 19, 2013. 26
  27. 27. Action: Curate Social News Digg.comJanuary 19, 2013. 27
  28. 28. Action: Filter Social Bookmarking Delicious BookmarksJanuary 19, 2013. 28
  29. 29. Action: Prioritize Reviews and RatingsJanuary 19, 2013. 29
  30. 30. Action: Share, Discuss Social Networks LinkedIn.com Facebook.comJanuary 19, 2013. 30
  31. 31. JetBlue, BestBuy • 1.3M Followers • Customer Service / Announcements • Just-in-Time InfoJanuary 19, 2013. 31
  32. 32. Starbucks Leveraged the community to source and prioritize ideas.January 19, 2013. 32
  33. 33. Netflix (b2c)Leveraged their Facebook fan base (1.6M) to do continuous customerresearch by asking questions and posting useful content.January 19, 2013. 33
  34. 34. American Express Helping small businesses market themselves; improve operations; learn from others Objective: American Express OPEN wanted to assist their small business merchants grow their business and increase credit card transaction volume Digital Strategy: 1. Give them tools to publicize their local business – make a website 2. Give them specially negotiated discounts (OPEN Savings) 3. Give them an online place to ask questions, exchange ideas (LinkedIn OPEN group)January 19, 2013. 34
  35. 35. LeadershipImplicationsJanuary 19, 2013. 35
  36. 36. Leadership Actions • Digital and social media have re-shaped habits and expectations of users so dramatically that its ripple effects are now hitting the enterprise • Speed is a competitive advantage; lack of speed in identifying problems or opportunities is a nail in the coffin • Greater transparency in knowledge management and transfer is crucial, and supports innovation • Corporate processes may help to increase efficiencies but they also stifle innovation; make time and allocate resources for innovation, including specific people who are good at itJanuary 19, 2013. 36
  37. 37. Radical Transparency "Were all employee owners, and we love it," Jones says. "We wanted to have an elite team thats going to contribute. When you have different people weighing in with different decisions, you create this team-oriented, open environment." Source: Business Insider , Jan 15, 2013January 19, 2013. 37
  38. 38. Enterprise Social Media • Create virtual “watercooler” – a place where conversations and knowledge sharing can be done publicly • Build up processes and habits to ask and answer questions around this watercooler (to build up content) • Plug in other sources of collected documents, knowledge, questions-answers, customer databases, email lists, etc. • Index everything and make it searchable; add social actions (e.g. sharing); add context (how to distinguish quality)January 19, 2013. 38
  39. 39. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing and advertising across traditional and digital channels. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouJanuary 19, 2013. 39

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