Macro-trends FROM POST- TO ULTRA-MODERNITY:
“Man as the measure of all things” Downshifting -> Simplicity Value for money, price sensitivity, discounts Transparency -> Clarity Open communications, clear essence Selfness -> Control Self-governance, tangibility Age of Less -> Substance Long-term thinking, lightness
DISTRIBUTION TIMING TIMING DISTRIBUTION Widgets
Lean into the Social media frame SHRINK YOUR Take advantage of the new prime BRAND! times Democratic exclusivity Adjust your marketing cycle CONTENT/FORMAT Micro-blogging Video/audio-snacking “Small” amateur stories Only 48 seats CONTENT/FORMAT
“Open it up and it
will design itself.” Norman Lewis Top innovators are 19% more likely to have an open approach to innovation compared to the average company. They are especially likely to open up their business intelligence and idea development to third parties - Arthur D. Little innovation report 2009 58
Social media will be THE
media Social Media is here to stay. The influence of the masses will only continue to grow as Social Media tools improve and more and older consumers climb the Social Technographics Ladder, moving from in- actives, spectators, and joiners to collectors, critics, and creators.
The Seven Rules of the
Chief Meaning Officer 1. LISTEN AND CONVERSE (CONVERGE) 2. ATOMIZE! 3. ACTIVATE YOUR CUSTOMERS 4. THINK AND ACT LIKE A MEDIA COMPANY 5. GIVE MORE THAN YOU TAKE 6. BE THE CHANGE 7. DISRUPT!
Chief Meaning Officer checklist SMALL
DRAMATIC SOCIAL CONVERSATIONAL DISRUPTIVE RESPONSIBLE Micro Making sense Connecting Listening Making you think Doing good Customizable Cohesion Community Empathy Disruption Political Relevant Convergence Belonging Adaptive Divergence Socially responsible Actionable Morale Identity Changing messages Deconstruction Eco-friendly Eye-to-eye Consistency Like-minded Two-way Surprise Ethical Direct Imagination Affinity Let go of control Shock Human rights Instant Entertainment New people Open Unexpected Values Accessible Cultural relevance Status Respect Unlikely Family Sharable Characters Compassion Flow Challenging Nation Atomized Suspense Fun Topical status quo Common Good Comedy Love Point-of-view Unique Earth Tragedy Friendship Attention-grabbing Identification Hobbies Different Fans In your face