M2C 2013 Corporate Innovation, Crisis Management

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M2C 2013 Corporate Innovation, Crisis Management

  1. 1. MUSINGS OF THE TEMPORARILY RETIRED JAIME PUNISHILL FORMER THOMSON REUTERS, CITIBANK, FORRESTER GUY #M2C 2013 +1 203 424 0865 @JPUNISHILL WWW.LINKEDIN.COM/JPUNISHILL WWW.SLIDESHARE.NET/JPUNISHILL JPUNISHILL@GMAIL.COM WWW.SOCIAL-CENTS.COM (COMING SOON!) 1Tuesday, April 23, 13 1
  2. 2. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 2Tuesday, April 23, 13 2
  3. 3. 3Tuesday, April 23, 13 3
  4. 4. 4Tuesday, April 23, 13 4
  5. 5. INSTANT CASE STUDY 5Tuesday, April 23, 13 5
  6. 6. FIRST PEOPLE START TO REPORT OUT, CHECK IN, AND ASK FOR HELP USING SOCIAL NETWORKS 6Tuesday, April 23, 13 6
  7. 7. ARE YOU THIS GOOD AT BIG DATA? WITHIN HOURS GOOGLE IS PULLING DATA FROM SOCIAL NETWORKS AND BAA RACE RESULTS TO HELP 7Tuesday, April 23, 13 7
  8. 8. THE STUPIDITY OF CROWDS KICKS IN PEOPLE START SHARING PICS AND VIDEOS REDDIT & 4CHAN ENABLE EVERY CSI FAN THEIR SHOT AT FAME FAKE SOCIAL PROFILES 8Tuesday, April 23, 13 8
  9. 9. COLLECTIVE THERAPY, COMMUNITY SUPPORT 9Tuesday, April 23, 13 9
  10. 10. HOW TO REACT DURING A CRISIS? GOOD QUESTION, AND THE BATTLES RAGED 10Tuesday, April 23, 13 10
  11. 11. WOULD YOU BE READY FOR THIS? 120K TIPS IN FIRST 8 HOURS AFTER RELEASE OF VIDS -- A BIG DATA PROBLEM SO THEY USED FACIAL RECOGNITION 11Tuesday, April 23, 13 11
  12. 12. THE STUPIDITY OF CROWDS TAKES A NEW FORM PEOPLE START LISTENING TO POLICE RADIO SCANNERS, AND SHARING THE LINKS PEOPLE SHARING POLICE ACTIVITY IN THEIR AREA 12Tuesday, April 23, 13 12
  13. 13. THE STRENGTH OF THE COMMUNITY COMES THROUGH STAR SPANGLED BANNER AT THE BRUINS GAME SHOWS OF SUPPORT FOR BOSTON AT EVENTS AROUND THE COUNTRY ERIC WHALLEY IS CROWDSOURCING THEIR MEDICAL BILLS ON GIVEFORWARD 13Tuesday, April 23, 13 13
  14. 14. A STUNNING DISPLAY OF THE POWER OF SOCIAL 14Tuesday, April 23, 13 14
  15. 15. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 15Tuesday, April 23, 13 15
  16. 16. MOST OF YOUR COMPANIES/CLIENTS ARE NOT READY FOR SOCIAL BUSINESS & MOBILE INTERACTIONS THIS IS AN EXERCISE IN CHANGE MANAGEMENT, THIS IS CULTURAL, ARE YOU READY FOR THAT FIGHT? 16Tuesday, April 23, 13 16
  17. 17. YOU ARE HERE HOW DO I GET EXECUTIVE BUY-IN? HOW DO I GET MY CEO TO TWEET? HOW DO I GET FUNDING? WHERE DO THEY COME UP WITH THESE RIDICULOUS IDEAS? WHY DOESN’T ANYONE GET IT? 17Tuesday, April 23, 13 17
  18. 18. YOU ARE ATTEMPTING AN ORGAN TRANSPLANT FOR A LONG TIME THEY WEREN’T SUCCESSFUL AND EVEN TODAY THEY AREN’T EASY 18Tuesday, April 23, 13 18
  19. 19. WHY ARE ORGAN TRANSPLANTS SO DIFFICULT? FIRST SUCCESSFUL ORGAN TRANSPLANT WAS A CORNEA IN 1883 BY 1905 THEY UNDERSTOOD THE KEY ISSUE WAS TISSUE REJECTION LARGELY ABANDONED AFTER WWI BECAUSE THEY COULDN’T FIGURE OUT HOW TO STOP REJECTION THEY EXPERIMENTED WITH A FEW DRUGS BUT IT WASN’T UNTIL CYCLOSPORINE-A IN 1970 DO WE SEE REAL SUCCESS WEIRD FACTOID: 2006 FIRST SUCCESSFUL PENIS TRANSPLANT, REVERSED 15 DAYS LATER AFTER WIFE’S PSYCHOLOGICAL REJECTION THE BODY WILL REJECT THE VERY THING THAT WILL SAVE IT, IF IT PERCEIVES IT TO BE A FOREIGN ENTITY 19Tuesday, April 23, 13 19
  20. 20. HOW DOES THIS RELATE TO YOU? EVERY COMPANY HAS ITS OWN DNA. DNA IN THE FORM OF A CULTURE, VALUES, AND MEASUREMENT. 20Tuesday, April 23, 13 20
  21. 21. ODDS ARE GOOD THIS IS WHAT YOU ARE DEALING WITH DO YOU HONESTLY EXPECT YOUR COMPANY OR CLIENT TO CHANGE? ARE THEY HONEST ABOUT WHAT THEY CARE ABOUT? 21Tuesday, April 23, 13 21
  22. 22. 22Tuesday, April 23, 13 22
  23. 23. 22Tuesday, April 23, 13 22
  24. 24. SOME SOCIAL SUCCESS CRITERIA AUTHENTICITY -- YOU CAN’T FAKE THAT ADVOCACY -- YOUR CORPORATE NEEDS ALIGN WITH YOUR CUSTOMERS NEEDS COPERNICAN -- THEY COULDN’T CARE LESS ABOUT YOU ENGAGING -- DIALOGUE FOCUSED ON HELPING THEM IN COMMAND, NOT IN CONTROL -- ADMIT YOU ARE NOT IN CONTROL LET’S BE HONEST, IS YOUR COMPANY REALLY DELIVERING ON THESE TODAY? OR GOING TO START? 23Tuesday, April 23, 13 23
  25. 25. ASK YOURSELF THESE QUESTIONS DOES YOUR COMPANY BEHAVE THIS WAY OUTSIDE OF SOCIAL? BECAUSE THIS ISN’T NEW. DOES YOUR COMPANY KNOW WHAT PROBLEM IT ACTUALLY SOLVES? WHAT BUSINESS IT IS IN? WHAT WILL IT TAKE FOR YOUR EMPLOYEES TO SHOW YOUR CUSTOMERS AS MUCH LOVE AS RAMON? IS YOUR COMPANY READY TO SHARE CONTROL? CAN YOU COMPANY ACTUALLY TOLERATE DELIVERING ON @SEANMOFFIT’S DESIRED BRAND ATTRIBUTES? DOES YOUR MANAGER OR FIRM BELIEVE THIS IS EASIER OR CHEAPER? 24Tuesday, April 23, 13 24
  26. 26. READY TO OPERATE? 25Tuesday, April 23, 13 25
  27. 27. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 26Tuesday, April 23, 13 26
  28. 28. USER CONTRIBUTION SYSTEMS: THE REAL OPPORTUNITY IN BIG DATA USERS CAN BE CUSTOMERS, EMPLOYEES, SALES PROSPECTS – OR EVEN PEOPLE WITH NO PREVIOUS CONNECTION TO THE COMPANY CONTRIBUTIONS CAN BE ACTIVE (WORK, EXPERTISE, OR INFORMATION) OR PASSIVE AND EVEN UNKNOWING (BEHAVIORAL DATA THAT IS GATHERED AUTOMATICALLY DURING A TRANSACTION OR AN ACTIVITY) SYSTEMS ARE THE METHODS BY WHICH CONTRIBUTIONS ARE AGGREGATED AND AUTOMATICALLY CONVERTED INTO SOMETHING USEFUL TO OTHERS USERCONTRIBUTION.INTUIT.COM “THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS” OCTOBER 2008 27Tuesday, April 23, 13 27
  29. 29. USERCONTRIBUTION.INTUIT.COM “THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS” OCTOBER 2008 28Tuesday, April 23, 13 28
  30. 30. WAZE 50 MM USERS & GROWING 29Tuesday, April 23, 13 29
  31. 31. PASSIVE DATA AGGREGATION WAZE 50 MM USERS & GROWING 29Tuesday, April 23, 13 29
  32. 32. ACTIVE USER INPUT WAZE 50 MM USERS & GROWING 29Tuesday, April 23, 13 29
  33. 33. WAZE WAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY ADD VALUE ADDED NUANCE 30Tuesday, April 23, 13 30
  34. 34. ROAD CLOSURE INPUT AUTOMATICALLY REROUTES OTHER DRIVERS AROUND THE CLOSURE WAZE WAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY ADD VALUE ADDED NUANCE 30Tuesday, April 23, 13 30
  35. 35. WAZE COMPARE THIS TO THE GOOGLE MAPS VIEW 31Tuesday, April 23, 13 31
  36. 36. WAZE USERS CAN DRILL IN AND ARE PROMPTED FOR ADDITIONAL INPUT/VALIDATION 32Tuesday, April 23, 13 32
  37. 37. WAZE PUTTING IT ALL TOGETHER, ENTIRELY USER CONTRIBUTED SYSTEM 33Tuesday, April 23, 13 33
  38. 38. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 34Tuesday, April 23, 13 34
  39. 39. 90% OF AGENCIES WILL NEED TO RADICALLY REINVENT THEMSELVES THE CMO IS CHANGING YES I KNOW ITS 2013, BUT CMO’S DIDN’T EVEN GET WEB 1.0 MUCH LESS 3.0 BUSINESS BACKGROUND TASKED WITH BUSINESS STRATEGY PICKING UP TECHNOLOGY RESPONSIBILITY “THE RISE OF THE DIGITAL CMO” HBR APRIL 2013 35Tuesday, April 23, 13 35
  40. 40. ARMIES ARE MASSING TO WAGE THE BATTLE TO WIN THE NEW CMO Creative Digital Strategic Technical Traditional Agencies Brand Strategists Digital Agencies Strategy Consultants Systems Integrators • CAPABILITIES ASIDE, NO ONE INTEGRATES THESE WELL • ALL TYPES ARE CONVERGING TO SOLVE THIS PROBLEM 36Tuesday, April 23, 13 36
  41. 41. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 37Tuesday, April 23, 13 37
  42. 42. RANDOM TIDBITS FOR CONSIDERATION EVER WONDER WHEN THE C-SUITE WILL DEMAND MEASURABLE ROI ON ALL MARKETING SPEND, OR AT LEAST STOP TREATING DIGITAL DIFFERENT? IT’S COMING. IF BRANDS ARE SOMETHING YOU PARTICIPATE IN, YOU CAN’T “PAY TO PLAY”, YOU HAVE TO “PLAY TO PLAY” -- READY? SO MUCH OF THIS IS NOT NEW -- BUT THE HOW & WHOM HAS EXPANDED THE BEST NETWORKERS ALWAYS GOT THE BEST JOBS WE HAVE ALWAYS ASKED FOR BABYSITTER REFERRALS EASILY 1/3 - 1/2 OF THE COMPANIES @SEANMOFFIT SHOWED YOU WERE UCS -- NPEG, DECIDE... UNDERSTAND YOUR COMPANY’S P&L AND PLAY TO IT YOU CAN’T HAVE A STRATEGY BASED ON DIFFERENTIATION AND A MEASUREMENT SYSTEM BASED ON SIMILARITY DELL IS YEAR 8 OR 9 OF THIS STUFF -- YOU DON’T PLAY IN THE WORLD CUP THE FIRST TIME YOU PICK UP THE BALL RAMON SAYS YOUR CONTENT IS YOUR DIGITAL DNA -- THIS IS NOT NECESSARILY A GOOD THING SALLY’S TESCO STORY IS A WARNING ABOUT ORGAN TRANSPLANTATION DOG FOOD MANUFACTURER PROBLEM...THE CONSUMER AND THE USER OF YOUR PRODUCTS COULD BE DIFFERENT, YOU MUST UNDERSTAND BOTH “HAPPY AND PLEASED EMPLOYEES TAKE CARE OF THE CUSTOMERS. AND HAPPY CUSTOMERS TAKE CARE OF SHAREHOLDERS BY COMING BACK.” -- HERB KELLEHER 38Tuesday, April 23, 13 38
  43. 43. CARS NEARLY DRIVE THEMSELVES BUT THE UX HAS REMAINED AS SIMPLE AS 100 YEARS AGO -- TWO OR THREE PEDALS, A WHEEL, & A GEAR SHIFT 39Tuesday, April 23, 13 39
  44. 44. THOUGHTS FOR THE DAY THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS THE DIGITAL CMO AND YOU RANDOM TIDBITS 40Tuesday, April 23, 13 40
  45. 45. THANK YOU JAIME PUNISHILL +1 203 424 0865 @JPUNISHILL WWW.LINKEDIN.COM/IN/JPUNISHILL WWW.SLIDESHARE.NET/JPUNISHILL JPUNISHILL@GMAIL.COM WWW.SOCIAL-CENTS.COM (COMING SOON!) 41Tuesday, April 23, 13 41

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