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Platform thinking - How to re-think your business approach with a digital mindset

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Digital transformation is not about using facebook. It is about re-thinking the entire marketing approach of your business and shift to platform thinking.
Transformation is key to face 21st century challenges.

Published in: Marketing
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Platform thinking - How to re-think your business approach with a digital mindset

  1. 1. netinfluence Digital thinking. Digital is not what you think it is. How to leverage the digital mindset to building innovative approach for businesses jeudi, 24 mars 16
  2. 2. netinfluence Digital Isn’t Software, It’s a Mindset. Aaron Dignan jeudi, 24 mars 16
  3. 3. netinfluence Default model: Pipelines Most companies are on the pipeline model / Identify a pain / Designing a solution / Producing / Selling Source: deviantart (Jbn0s0rus) jeudi, 24 mars 16
  4. 4. netinfluence Default marketing: 4Ps Marketing theory is on the pipeline model too / Product / Price / Promotion / Place Source: deviantart (Jbn0s0rus) jeudi, 24 mars 16
  5. 5. netinfluence Satisfaction erosion What happens when needs are satisfied? jeudi, 24 mars 16
  6. 6. netinfluence Scaling How can you scale except by producing more? jeudi, 24 mars 16
  7. 7. netinfluence What is the problem? jeudi, 24 mars 16
  8. 8. netinfluence You don’t solve all problem by «throwing stuff at them» netinfluence jeudi, 24 mars 16
  9. 9. netinfluence Lots of problems are due to access problem. netinfluence jeudi, 24 mars 16
  10. 10. netinfluence Ressources are becoming an issue netinfluence jeudi, 24 mars 16
  11. 11. netinfluence We need to re-think production. We need to re-think supply chain. jeudi, 24 mars 16
  12. 12. netinfluence Enter digital thinking jeudi, 24 mars 16
  13. 13. We have what it takes. netinfluence jeudi, 24 mars 16
  14. 14. netinfluence BIG DATA jeudi, 24 mars 16
  15. 15. netinfluence Optimization A shift to optimization relies on a shift in thinking from a stuff-first to an information-first mindset. jeudi, 24 mars 16
  16. 16. netinfluence jeudi, 24 mars 16
  17. 17. netinfluence Platform The next step to optimization is finding a way to get rid of the inventory issues jeudi, 24 mars 16
  18. 18. netinfluence Platform model Design by freepix.com The idea behind platform is to create and environment where consumers and producers have an interest to sharing things, without any intervention. jeudi, 24 mars 16
  19. 19. netinfluence jeudi, 24 mars 16
  20. 20. netinfluence jeudi, 24 mars 16
  21. 21. netinfluence jeudi, 24 mars 16
  22. 22. netinfluence jeudi, 24 mars 16
  23. 23. netinfluence jeudi, 24 mars 16
  24. 24. netinfluence Nike community platform jeudi, 24 mars 16
  25. 25. netinfluence Digital marketing: New 4Ps Marketing theory has to evolve. / People / Platform / Product / Process jeudi, 24 mars 16
  26. 26. netinfluence 3 angles jeudi, 24 mars 16
  27. 27. netinfluence The “stuff” approach How can we create more stuff whenever the problem crops up? The “optimization” approach How can we better distribute the stuff already created to minimize waste? The “platform” approach How can we redefine stuff and find new ways of solving the same problem? Re-thinking problem solving jeudi, 24 mars 16
  28. 28. netinfluence The “stuff” approach Building more features / new phones The “optimization” approach Create a comparison app The “platform” approach Redefine what phone is (iPhone) «I want the best phone» jeudi, 24 mars 16
  29. 29. netinfluence Game design jeudi, 24 mars 16
  30. 30. Play is more important than game jeudi, 24 mars 16
  31. 31. netinfluence Gaming mechanics Game work because they are fun to play / Quest / Challenge / Progression Loop / Infinite / Interaction & emotions / Rules & constraints / Inner motivation / Action & feedback jeudi, 24 mars 16
  32. 32. netinfluence As soon as you can make the action fun and addictive and tied to a bigger goal you have a platform. SANGEET PAUL CHOUDARY - MIT lab jeudi, 24 mars 16
  33. 33. netinfluence How to think digital jeudi, 24 mars 16
  34. 34. netinfluence Step 1 pain Identify a pain point for a consumer jeudi, 24 mars 16
  35. 35. netinfluence Step 2 Core unit Identify a «core unit» whose value will increase through exchange jeudi, 24 mars 16
  36. 36. netinfluence Core unit Content exchanged between producers and consumers. i.e. On youtube this is video, on facebook, this is status. jeudi, 24 mars 16
  37. 37. netinfluence Step 3 interaction Find a mechanic that will facilitate interaction & value exchange. Think play. Not game. jeudi, 24 mars 16
  38. 38. netinfluence Make sure interaction will benefit to users jeudi, 24 mars 16
  39. 39. netinfluence Step 4 Ruling & toolbox Define the rules & tools that will facilitate interaction and build the experience. Make it simple. jeudi, 24 mars 16
  40. 40. netinfluence Rules Twitter: - 140 characters max - Can contain links - Can be re-tweeted - Can be trending - Can follow anyone - Can be liked jeudi, 24 mars 16
  41. 41. netinfluence If it doesn’t work for a group of 10 people, it will never work as a large virtual platform SANGEET PAUL CHOUDARY jeudi, 24 mars 16
  42. 42. netinfluence Step 5 Infrastructure Build an infrastructure that will not only enable but also facilitate and encourage interaction. jeudi, 24 mars 16
  43. 43. netinfluence Platform don’t need marketing They sell themselves. jeudi, 24 mars 16
  44. 44. netinfluence Key success factors jeudi, 24 mars 16
  45. 45. netinfluence Connection How easy can people plug into your platform? Can you make it easier? Faster? How can they share and make transaction easily? jeudi, 24 mars 16
  46. 46. netinfluence Gravity How well does your platform attract people? Do you attract both producers and consumers? Have you designed the right systems to foster gravity? (incentives, reputation or pricing models) Do you harness the power of social media? jeudi, 24 mars 16
  47. 47. netinfluence Flow How does your platform increases value? Do you foster on the exchange? Do you contribute to increasing the value of co-creation? How do you use data for matchmaking? jeudi, 24 mars 16
  48. 48. netinfluence what is the platform side to your business? jeudi, 24 mars 16
  49. 49. netinfluence Going digital Ask yourself 3 questions A – What are the market weaknesses (frictions) B – What are internal motivations? C – What does technology allows you to do? jeudi, 24 mars 16
  50. 50. netinfluence Change mindset Classical mindset Vertical Control Hierarchy Creation Building Structure Property Do what is best Company centric Value of holding information Intelligence of experts Production Status Message Formal Sedentary Social dependency Validation Arguments Evaluation Planification Digital mindset Horizontal Freedom Network Reusing Incrementation Agility Open source Do what is good People centric Value of sharing information Collective intelligence Contribution Content Proof Casual Nomadism Autonomy Moderation Visuals Measure Trial Source: agence Angie+1 jeudi, 24 mars 16
  51. 51. netinfluence Thank you.@sandrineszabo Follow us: netinfluence digital agency | blog jeudi, 24 mars 16
  52. 52. netinfluence Valuable & further information can be found here: Read Karim Benammar article on THNK http://www.thnk.org/insights/crash-course-platform-thinking/ Follow Sangeet Paul Choudary https://www.youtube.com/watch?v=XoSVhVZNJPA&feature=youtu.be Follow Aaron Dignan Watch his 99u talk: http://99u.com/videos/23495/aaron-dignan-digital-isnt- software-its-a-mindset Read Aaron Dignan book The game frame: http://www.amazon.com/Game-Frame-Using-Strategy- Success/dp/B0054U5EHA jeudi, 24 mars 16

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