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Digital Darwinism and Digital Dinosaurs


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Presentation delivered to the Strathclyde Business School MBA Alumni and others, Abu Dhabi, Friday 21st February, 2014

Published in: Business, Career
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Digital Darwinism and Digital Dinosaurs

  2. 2. A conversation not a broadcast presentation ENERGISE2-0.COM
  3. 3. Theme for Today Business & Personal Success in an Era of Disruptive Technologies ENERGISE2-0.COM
  4. 4. Social Media Revolution 2013 ENERGISE2-0.COM
  5. 5. What do the following companies/products have in common? ENERGISE2-0.COM
  6. 6. In Common? ENERGISE2-0.COM
  7. 7. What about these ones? ENERGISE2-0.COM
  8. 8. Digital Dinosaurs All have become (or could become) Digital Dinosaurs due to their failure to adapt to Disruptive Technologies ENERGISE2-0.COM
  9. 9. What Does HMV Stand For? ENERGISE2-0.COM
  10. 10. (HMV) Hopelessly Misplaced Vision ENERGISE2-0.COM
  11. 11. Rearranging Deck Chairs ENERGISE2-0.COM
  12. 12. Who Will Be The Next Dinosaur? ENERGISE2-0.COM
  13. 13. Blackberry? ENERGISE2-0.COM
  14. 14. Microsoft? ENERGISE2-0.COM
  15. 15. Who Will Be Next? ENERGISE2-0.COM
  16. 16. MOOCs ENERGISE2-0.COM
  17. 17. The Future of Education ENERGISE2-0.COM
  18. 18. Spot the Dinosaur  ENERGISE2-0.COM
  19. 19. The Future of Higher Education? ENERGISE2-0.COM
  20. 20. Digital Darwinism ENERGISE2-0.COM
  21. 21. Digital Darwinism ENERGISE2-0.COM
  22. 22. Digital Darwinism ENERGISE2-0.COM
  23. 23. WTF ENERGISE2-0.COM
  24. 24. Emerging Markets ENERGISE2-0.COM
  25. 25. So why now…..? ENERGISE2-0.COM
  26. 26. Why Now? ENERGISE2-0.COM
  27. 27. Why Now? Social Media + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
  28. 28. The Connected Customer ENERGISE2-0.COM
  29. 29. The Connected Customer is also the Connected Employee ENERGISE2-0.COM
  30. 30. The Connected Customer ENERGISE2-0.COM
  31. 31. Implications? ENERGISE2-0.COM
  32. 32. Social Media – Big in MENA ENERGISE2-0.COM
  33. 33. No organisation too big to fail, nor too small to succeed ENERGISE2-0.COM
  34. 34. Do we need to adapt or die? ENERGISE2-0.COM
  35. 35. Digital Darwinism ENERGISE2-0.COM
  36. 36. Customer empowerment and the declining effectiveness of traditional approaches to sales and marketing ENERGISE2-0.COM
  37. 37. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
  38. 38. Brian Solis - Ultimate Moment of Truth ENERGISE2-0.COM
  39. 39. Rethinking Marketing & PR Unlearn marketing New ‘mindset’ required Stop telling people how good we are. Prove it. A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
  40. 40. Inbound v. Outbound ENERGISE2-0.COM
  41. 41. Old Marketing (Outbound) • Propaganda marketing – this is how great our product/service is, now buy it • Interruption marketing – direct mail, advertising • One way shouting AT customers • Short term sales/campaign driven • Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
  42. 42. Reality Check Customers are no longer passive sheep ENERGISE2-0.COM
  43. 43. Inbound/Content Marketing • Content is King! – But content is only ‘great’ if it adds value to the customer so…. • Customer is King! Adopt a customer led approach • Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting • Establish your company as a ‘thought leader’ – a ‘trusted resource’ • Produce great content and your customer will come to you. Produce really great content and they will share it • Key channels are …………….. ENERGISE2-0.COM
  44. 44. Inbound/Content Marketing ENERGISE2-0.COM
  45. 45. Inbound/Content Marketing • Overall objective is to ignite or elevate your business through great content • Sell without selling • Build a quality online network – a quality customer base through high value content and engagement • Great content drives conversation. Conversation drives engagement. Engagement drives sales • Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
  46. 46. The Elevation Principle Great Content + Other People – Marketing Messages = Growth ENERGISE2-0.COM
  47. 47. Great Content Ignites Your Business ENERGISE2-0.COM
  48. 48. Create Music Not Noise ENERGISE2-0.COM
  49. 49. The Importance of Key Influencers ENERGISE2-0.COM
  50. 50. Constantly connected customers (especially Digital Natives) require constantly connected Social Customer Service Excellence ENERGISE2-0.COM
  51. 51. Digital Natives (2005) ENERGISE2-0.COM
  52. 52. Rupert Did Not Assimilate Too Well - $580m Failed Acquisition ENERGISE2-0.COM
  53. 53. Social Customers ENERGISE2-0.COM
  54. 54. Brand Sentiment ENERGISE2-0.COM
  55. 55. Social Customer Service ENERGISE2-0.COM
  56. 56. Email has become a productivity buster – there is a better way of doing business ………become a Social Business ENERGISE2-0.COM
  57. 57. The times they are a changin' • Current leading-edge thinking is that we are on the verge of another tectonic shift: from Social Media to Social Business • A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally) • Organisations who ‘get this’ will survive and prosper those who don’t will become 21st century dinosaurs ENERGISE2-0.COM
  58. 58. Do You Need to Become Social? • Are you struggling with too many emails? • Attending too many meaningless meetings? • Wasting time looking for that file/information you know you have? • Dealing with more discerning and demanding customers? • Do you feel disengaged? ENERGISE2-0.COM
  59. 59. Do You Need to Become Social? • Can improvements be made in internal communications? • Improvements in knowledge sharing and business processes? • Improvements in external communications? • Faster response times? • Is your organisational structure too hierarchical? Does it encourage innovation? ENERGISE2-0.COM
  60. 60. Productive Time ENERGISE2-0.COM
  61. 61. Productivity Busters ENERGISE2-0.COM
  62. 62. Global Workforce Survey 2012 ENERGISE2-0.COM
  63. 63. eMail v. Social ENERGISE2-0.COM
  64. 64. A Better Way to Collaborate ENERGISE2-0.COM
  65. 65. Enterprise Networking Tools ENERGISE2-0.COM
  66. 66. Social media and career development: build your own personal brand online ENERGISE2-0.COM
  67. 67. SM for Career Development Effective use of Social Media is becoming ‘mission critical’ to your career development:  Employers are increasingly using SM in recruitment  Brand differentiation – innovative use of SM will help you stand out from the crowd  A new approach to recruitment/career development based on relationships and networking  Improves the effectiveness and efficiency of your efforts through ‘attraction based’ marketing v. the traditional approach to applying for jobs ENERGISE2-0.COM
  68. 68. Traditional Approach • Develop a resume/CV and covering letter • Search/find vacancies • Submit CV/covering letter for available job or ‘on spec’ • Wait for the phone call/email that never comes because the job market is becoming increasingly competitive Same as above but go through an agency/online job site ENERGISE2-0.COM
  69. 69. Insanity Defined ENERGISE2-0.COM
  70. 70. Social Media for Recruitment ENERGISE2-0.COM
  71. 71. A New Approach Built Around Your Online Brand Identity/Digital Footprint ENERGISE2-0.COM
  72. 72. Suggested Approach Use Social Media to: • Search/listen/keep an ear to the ground • Build your personal brand, differentiate, stand out from the crowd • Identify, join, lurk, participate in relevant forums, groups • Actively engage/network – build relationships • Leverage ‘attraction’ based marketing • Monitor performance and ‘buzz’ ENERGISE2-0.COM
  73. 73. Build your Personal Brand, Differentiate, Stand Out from the Crowd ENERGISE2-0.COM
  74. 74. Main Channels • • • • • • • Personal blog for ‘telling your story’ Twitter for conversations Linkedin for professional networking Facebook for personal stuff (but be careful, very careful) Google + - the ‘new kid on the block’ Develop a Youtube Channel including your own video e.g. presentations Your resume/CV as an Infographic ENERGISE2-0.COM
  75. 75. Infographic ENERGISE2-0.COM
  76. 76. Infographic ENERGISE2-0.COM
  77. 77. Actively Engage/Network/ Build Relationships ENERGISE2-0.COM
  78. 78. Follow Best Practice • • • • • • • • • • Add value Don’t SHOUT Talk WITH rather than AT Listen first Don’t be a show off Don’t get angry or respond in an aggressive way Be careful of your ‘digital footprint’ Don’t spam or over post Don’t underestimate the power of the network Hang out in the right places with the right people ENERGISE2-0.COM
  79. 79. Be Social ‘Be Social Before Doing Social’ ENERGISE2-0.COM
  80. 80. Some Useful Tools and Apps ENERGISE2-0.COM
  81. 81. Some Useful Tools and Apps • • • • • • • Feedly for Social Media Listening Pocket for bookmarking content BufferApp for scheduling posts Mention for monitoring brand sentiment Hootsuite as your Social Media Management Dashboard Wordpress for blogging Internal networking and collaboration tools e.g. Yammer; Salesforce Chatter (Social Business) ENERGISE2-0.COM
  82. 82. SM Skills a Must for MBAs ENERGISE2-0.COM
  83. 83. Bob Dylan (Mashed Up ) Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
  84. 84. Let's Discuss ENERGISE2-0.COM
  85. 85. Adapt or Die Are we changing quickly enough? Are we ready? International competitors? ENERGISE2-0.COM
  86. 86. What road are we on? ENERGISE2-0.COM
  87. 87. ENERGISE2-0.COM
  88. 88. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of social technologies for engaging with and energising customer, employee and partner relationships ENERGISE2-0.COM
  89. 89. ‘Getting There’ ENERGISE2-0.COM
  90. 90. ‘Social Media Planning Pays’ Strategy Drives Tactics: Never the Other Way Round ENERGISE2-0.COM
  91. 91. Rethinking Innovation…….. ENERGISE2-0.COM