EOI - Estrategias en Tiempos de Crisis

Antonio Fontanini 1
CRISIS MANAGEMENT
IN THE IMAGINATION SOCIETY

Antonio Fontanini 24 Noviembre 2009

Antonio Fontanini 2
Antonio Fontanini
– 50 años, Italiano

– Doctor (Cum Laude) en Informatica (Matemáticas y Física) Universidad de
Pisa, Italia

– Postgrados: Mktg, Rel. Int., MBA (Elea, JHU, Cilea)

– Executive Education: University of Chicago Booth Business School (2008)

– Executive Education: Instituto de Empresa (2008)

– Member of Simposiums about "Globalization", Harvard University, (2009)

– antonio.fontanini@gmail.com

– Skype/Yahoo Mesenger/Google Talk: antoniofontanini

Experiencia profesional/docente
Actual (3.0)

– Presidente de Erasmus Equities (Venture Capital, Hong Kong)

– Presidente de Informalia Consulting (Strategist Boutique)

– Consejero de Fonytel (Business Development)

– Consejero de Planet Capital (Holland)

– Director y Profesor Asociado, EOI: Masters en “Mktg y gestión com.” en
Perú, Venezuela y Tical y CME en México

– Profesor Asociado y Coach: IE Business School, Esade.

1989-2001 (2.0)

VP & Director General Amper, International Division

1986-1989 (1.0)

Director General Mktg Olivetti Systems & Networks

Antonio Fontanini 3

Agenda

Vivimos tiempos duros

Vivimos tiempos apasionantes

10 Consejos para dirigir en crisis

Antonio Fontanini 4

10 consejos
Globalizate
Invierte en medios digitales
Engancha a tus clientes: experiencias
Crea un gran equipo
Preocúpate por tu gente
Impulsa la toma de riesgos
Conoce tus números y mide, mide, mide
Piensa Diferente
Invierte en Innovación
Cuida a tus clientes.

Antonio Fontanini 5

Agenda


Antonio Fontanini 7
THE 26 CORE GLOBAL RISKS

Antonio Fontanini 8
SOCIAL NET OF GLOBAL RISKS

Note: The sizes of the nodes in the social networking diagram indicate the assessment of the risk itself. The thickness of lines represent strength of correlation, while proximity
of the nodes represents similarity of correlations. Source: Witold Henisz, Associate Professor of Management, The Wharton School, University of Pennsylvania, USA, based on
expert assessments of correlation (October 2007).

Antonio Fontanini 9
8 CORE GEOPOLITICAL RISKS

GLOBAL CRISIS
FOOD PRICES
 DEMOGRAPHY
 THE “DECLINE” OF THE US
 THE MIDDLE EAST
 ENERGY
THE ENVIRONMENT
 THE UNFORSEABLE

FOOD PRICES Antonio Fontanini 11

Antonio Fontanini 12
GERMANY AND JAPAN: FISCAL CRISIS


IN 2002
HOW MANY
AMERICANS
IN TOP 10?

9
IN 2008
HOW MANY
AMERICANS
IN TOP 10?

2

US CURRENT ACCOUNT DEFICIT

THE END OF THE UP ESCALATOR


US HOPE

REUTERS/Jim Young

THE “HEART” OF GLOBAL TERROR

AFGHANISTAN

HAMID KARZAI


NAWAZ SHARIFF ASAF ALI ZARDARI

PML PARTY LEADER ACTUAL PRESIDENT (PPP)

PRIME MINISTER NURI AL MALIKI

AYATOLLAH ALI KHAMENÉI

P 1981-89

IRAN’S NUCLEAR REACTOR

THE STRAIT OF HORMUZ

40% OF WORLD OIL IS CARRIED BY THE STRAIT

ISRAEL CONTROLS THE WEST BANK

OIL: DISCOVERY AND PRODUCTION


CHINA ENERGY DEMAND

“THE INCREASE IN CHINA
ENERGY DEMAND
BETWEEN 2002 AND 2005
WAS EQUIVALENT TO
JAPAN´S CURRENT
ANNUAL ENERGY USE”
NOVEMBER 13TH, 2007

HIGHEST CAR OWNERSHIP, 2007

LOWEST CAR OWNERSHIP

ENVIRONMENTAL DOOMSDAY

THE UNFORSEABLE


Agenda


Vivimos tiempos
apasionantes


BRANDS IN SECOND LIFE

http://www.youtube.com/wat
ch?v=tEGHJuCbGdo


THE SIXT SENSE: PATTIE MAES EN TED.COM

http://www.ted.com/talks/pat
tie_maes_demos_the_sixth_s
ense.html


ImaginationS
ociety


Larry Lessig


Comunidades

THE IMAGINATION SOCIETY Antonio Fontanini 53


CROWDSOURCING ADV

¿Who did produce
the DORITOS
last golden
minute ad of the
SuperBowl
2007?

http://www.youtube.com/watch?v=3YJbbA_4TfQ


CROWDSOURCING ADV
A couple of
Doritos
consumers,
selected among
1000 spots in
the Internet


Ubicuos Society


Mobile2.0 Conference


GOOGLE ANDROID G1

DIGITAL MARKETING TOOLS

Marketing Móvil: Códigos BIDI


MINORITY REPORT

http://www.youtube.com/wat
ch?v=oBaiKsYUdvg


E-commerce/Nuevos Medios


US ADV AND MKTG SHARE 02-12



Thomas L.
Friedman


Globalización 1.0


Globalización 2.0


1750 Revolución
Industrial


Globalización 3.0


GLOBAL ECONOMY


Crisis Management
UNO Globalizate
BRICS
LATINO AMERICA
EUROPA DEL ESTE
En tiempos de crisis hay las
mejores oportunidades
Ebay, Amazon.com, Google, ..
India, Irlanda, ...
nacieron en la burbuja .com


BRICS IN 2008 PURCHASING POWER PARITY


El nuevo consumo de medios…


BLENDED MKTG CAMPAIGNS

1. NESTLE KIT KAT NEW RECIPE
2. CARS: THE NEW FIAT 500
3. FAGOR PIROLISIS
4. VW AND BOURNE: PRODUCT PLACEMENT +
5. DESALIA: RON BARCELO WISH WORLD
6. ACCENTURE LOOKS FOR NEW CVS
7. AXE3 AND ITS CANNES GRAND PRIX
8. MAHOU AND SPAIN FOOTBALL ARMADA CONQUER E
9. FIGHT FOR KISSES BY WILKINSON
10. RELAX AND ENJOY WITH CAJAMADRID
11. COCA-COLA DREAMS FACTORY


Campañas Blended

Campaña blended premiada en Cannes


7. AXE 3 CANNES AD GRAND PRIX
UNILEVER GOT THE GRAN PRIX TO THE BEST
INTEGRATED CAMPAIGN FOR ITS AXE3 “CHOQUES”
SPOT
COMBINING TWO SPRAY FRAGRANCES (AND TWO
WOMEN)

AXE3 CAME AS A PACK WITH 2 FRAGRANCIES FOR 10
DAYS ONLY AFTER THE CAMPAIGN

IN THE STREET BY THE MOBILE AND IN THE WEB SITE:
PEOPLE HAVE TO VOTE ABOUT THE IDEAL MIX

INCREASE OF 50% IN SALES
http://www.youtube.com/watch?v=2mQx9gzl05Y


AXE3 ADV

http://www.youtube.com/watch?v=2mQx9gzl05Y


9. FIGHT FOR KISSES BY WILKINSON
CAMPAIGN
4 TITANIUM BLADES NEW SHAVING KIT LAUNCH
SHAVE YOURSELF AND COMPETE WITH YOUR KID SKIN
MINISITE WITH ENORMOUS VIRAL CONTENT
PURCHASE WILKINSON PRODUCTS
ADVERGAME WHERE FATHER AND SON FIGHT FOR MUM
KISSES
THE ADVERGAME TOO HEAVY: YOU MUST DISCHARGE IT
BLENDED? NO: ONLY ON-LINE
RESULTS WERE POOR

http://www.youtube.com/watch?v=LuSBCIV1zuQ

http://www.ffk-wilkinson.com


WILKINSON FIGHT FOR KISSES

http://www.youtube.com/watch?v=LuSBCIV1zuQ


WOMM MARKETING


700 US$M in donations: 3M people


“YES, INTERNET COULD”


BARAK OBAMA AND BUDWEISER
“WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube

IN 2000 BUDWEISER LAUNCHED A VIRAL TV SPOT BASED
ON A GROUP OF BLACK BUDDIES, HAPPY, LAZY, HAVING
FUN, WATCHING TV AND HAVING A BUDWEISER BEER

IN 2008 AMERICA HAS CHANGED AND SO THE BUDDIES
GROUP: IRAK, THE FINANCIAL CRACK, KATRINA,
UNEMPLOYEMENT HAS HIT THE US STRONGLY.
CHANGE IS THE WORD THAT COUNTS NOW.
THIS VIRAL WAS USED BY OBAMA FINANCIAL
SUPPORTERS TO COLLECT MONEY FROM PEOPLE.

http://www.youtube.com/watch?v=L38wthA4Ld0
http://www.youtube.com/watch?v=Qq8Uc5BFogE


Blogging as a Business Tool


What IS a blog?


Conversationsand
how we monitor them

...........................................................................................................................................................................................................................................................................................................................................................................................................................

Social Media Marketing Seminar
...........................................................................................................................................................................................................................................................................................................................................................................................................................

...........................................................................................................................................................................................................................................................................................................................................................................................................................


70+ Million Weblogs

March 03 March 07

Source:http://www.sifry.com/alerts/archives/000493.html


GLOBAL ECONOMY


...........................................................................................................................................................................................................................................................................................................................................................................................................................

...........................................................................................................................................................................................................................................................................................................................................................................................................................

...........................................................................................................................................................................................................................................................................................................................................................................................................................


United breaks guitars




UNITED BREAKS GUITARS

http://www.youtube.com/watch?v=5YGc4zOqozo


DOMINOS PIZZA CRISIS AND RESPONSE

http://www.youtube.com/watch?v=OhBmWxQpedI

http://www.youtube.com/watch?v=7l6AJ49xNSQ


GLOBAL ECONOMY


GUERRILLA MARKETING


MINI


DUREX


Crisis Management
DOS
Invierte en los medios digitales
El marketing digital tiene
EL MEJOR ROI
No necesita dinero, sino
creatividad


Crisis Management

Abre una cuenta de tu empresa en
Twitter


Crisis Management

Abre una cuenta de FANS de tu
empresa en

FACEBOOK


Abre un Blog corporativo (sipuedes)


Crea un Podcast


Crea un Webinar

Dimdim, Yugma


Crea un Stream de Video

Ustream


Crisis Management
TRES
Engancha a tus clientes con
“branding emocional” y dale una

experiencia memorable


HELLMANN: COMPLEJO DE EDIPO

http://www.youtube.com/watch?v=fC3zgqgLdXM


CONSUMERING (*)
STRATEGIES
INTENSIVE IN EXPERIENCES

ABERCROMBIE & FITCH
APPLE
NESPRESSO
THE SAMSUNG CONCEPT
NIKE-ID-STUDIO

(*) by Javier Rovira


NESPRESSO: WHAT ELSE?

http://www.youtube.com/watch?
v=Ax1Z6lRgTDg


GLOBAL ECONOMY


Crisis Management
CUATRO
Preocupate por crear un gran
Equipo: “La estrategia Tiffany”


The best team
DIVERSITY

MULTI-CULTURAL

MULTI-SECTORS

EMPOWERED

TAKING RISKS


Interdisciplinary experiences


Taking decisions: avoid silos


Multi-Sectors


Team work

EMPOWERMENT

Beliefs systems Boundary systems
Getting Commitment on big goals Staking out the territory

Core values 1 2 Risks to be
avoided

Business
strategy
Positioning for tomorrow Getting the job done

Strategic Critical
uncertainties 4 3 performance
variables
Internal controls

Interactive control systems Diagnostic control systems


Explore Break-through businesses


GENETICALLY MODIFIED SEEDS
CARBON CREDITS TRADING (KYOTO)


Explore the long tail


Crisis Management
CINCO
Preocupate por tu gente
“Marketing Interno”


Our People are our strategy


There is a story beyond any person


Execute
Leadership


BRANDson

LEADERS? Antonio Fontanini 166


change is the process by which the future
invades our lives
-> Alvin Toffler


Crisis Management
SEIS
Remueve todos los obstáculos que
impiden a tu gente

Tomar riesgos

FAILURE AS A LEARNING TOOL

Thomas Watson, IBM story

- A young Manager decidedaninvestmentof
100M$ whichwentwrong;

- He wrote a letterofresignation he
handedto Mr. Watson;

- He askedfor: “Why do youwanttoleave?
Wehavejustinvested 100M$ in
youreducation!”


La mejorempresa del mundo

THE IDEO BUSINESS CASE

FAIL OFTEN TO SUCCEED SOONER

- Innovative, wild ideas, brainstorming
- Theyhirepeoplewho do not listen
- Un-limitedExperimentation
- Todeveloptrulyinnovativeproducts
- Culture aroundPrototyping:
rough, rapidandright (3 R`s)
- Enlightenedtrialand error
- Celebratefailure as learningopportunities
- Playfulatmospherewith flat hierarchies
and no fear.


Necesitan a un buen fichaje?


THE BEST JOB IN THE WORLD: MITCHELL CV

v=xUFm8CJWJ14


+ 42.000 videosfrom201countries

4,5 millionpeoplevoted

Theygenerated6.000news

Worldwide Media coverageof80 million
USD


Coaching great managers


Crisis Management
SIETE
Conoce tus números y midelo todo


Focus on the big picture
(business model)


Business Modelling

NFRASTRUCTURE PARTNER OFFER CUSTOMER CUSTOMER
NETWORK RELATIONSHIP
CORE VALUE TARGET
CAPABILITIES PROPOSITION CUSTOMER
VALUE DISTRIBUTION
CONFIGURATION CHANNEL

COST REVENUE
STRUCTURE
FINANCE STREAMS

a business model describes the value an organization offers
to various customers and portrays the capabilities and
partners required for creating, marketing, and delivering this
value and relationship capital with the goal of generating
profitable and sustainable revenue streams


the big picture
Partner Network Customer Relationship

• food & beverages • personalized web profile
• ticketing services • newsletter
• promoters • team blog (RSS)
• ad placement • VIP events with team
• telecom operator •…
• TV operator
•…

Core Capability Activity Configuration Value Proposition Distribution Channel Target Customer

• play attractive & win • team management • attractive soccer • stadium • fans (families, etc.)
games • event management • 360º event (match, • POS networks • fan groups
• brand management • venue management dining, shopping) • club website (+online TV) • companies
• video images • ticketing • exclusive VIP lounges • club cable TV channel • event/concert organizers
• channel management • VIP relationship • merchandising • mobile phone TV channel • advertisers
management • renting out stadium •… •…
• video crew •…
•…

Cost Structure Revenue Model

• team & maintenance • Ticket fees & season tickets
• infrastructure management • online TV subscription revenues
• marketing • revenue sharing cable & mobile phone TV
• video • renting out stadium for events
• advertising revenues
• merchandising revenues


Use tools to stay focussed


Balanced Scorecard
#1 Financial performance
Financial Perspective
measures the tangible outcomes
Sustained
Shareholder
Value
from the strategy (Revenues,
Costs, …).
Productivity Revenue Growth

Customer Perspective
#2. The customer value proposition
Product/Service Attributes Relationship Image

Price Quality Time Function Relation Brand
defines the source of value
(Customer Satisfaction/Loyalty).
Internal Business Perspective
#3. Strategic processes create
Operations Customer
Management
Processes
Management
Processes
Innovation
Processes
Regulatory and
Social Processes
value for customers and
shareholders (Quality).
Learning & Innovation Perspective
#4. Aligned intangible assets drive
Human Capital
improvement in the strategic
Information Capital
processes.
Organization Capital


Measure, measure, measure, ….


Guarantee strategic fit


DOING THE RIGHT THING
(EFFECTIVENESS)

AND/OR

DOING THE THING RIGHT
(EFFICIENCY)


Crisis Management
OCHO
Piensa Diferente

“Craziness is doing every day the
same thing and expecting a
different result”
(Albert Einstein)


think outside-of-the box


RED OCEAN BLUE OCEAN

• create uncontested
• compete in existing
markets
markets
• make competition
• beat the competition
irrelevant
• explore existing demand
• create & capture new
demand
• make the value/cost trad-
off
• break value/cost trad-off
• align with differentiation
• align with differentiation
OR low cost
AND low cost


NetJets: Fractional Ownership


Zopa.com: Peer-to-Peer lending


Crisis Management
NUEVE
Busca y promueve la
Innovación


Innovation

business model innovation
product & service innovation
process innovation
technology innovation


business model innovation


product & service
innovation


process innovation


technology innovation


Crisis Management
DIEZ
Cuida a tus Clientes
Llama a los antiguos
Dile a los actuales cuanto
los quieres
Llama al cliente que acaba de
comprarte y preguntale
¿que tal?

New stakeholders

Customers

Customers
Customers
Government, Regulators, Environmentalists
Partners, Suppliers, Financiers, Trade Unions
Employees, Shareholders, Internet (Karma)
Customers
Customers


Getting stakeholders trust


Transparency GLOBAL ECONOMY


DOVE EVOLUTION

http://www.youtube.com/watch?v=iYhCn0jf46U


Learn!

personalization


Products custom centered

MANAGEMENT IN ALL TIMES

MIS PRINCIPIOS SAGRADOS

- Dirigir de acuerdo con mis principios, no
por procedimientos
- El mercado dicta todo lo que haremos
- Creo en la calidad, estrategias y planes
competitivos, trabajo en equipo, pago por
resultados, responsabilidad ética
- Busco gente que resuelva problemas y
ayude a sus colegas. Hecho a los
intrigantes
- Me involucraré en la estrategia, no en su
implementación, que es de los ejecutivos
- Que me informéis en modo informal, no
me

MANAGEMENT IN ALL TIMES

MIS PRINCIPIOS SAGRADOS

- Muévanse rápido: si cometemos errores
que sean por ser demasiado rápidos y no
demasiado lentos
- La jerarquía me importa muy poco:
reunamos alrededor de las mesas a la
gente que ayude en resolver problemas
- No me gustan los comités ejecutivos
- Si tenemos que competir hay que mejorar
nuestros ratios con los de la competencia
- Dirigir para el corto Y para el largo plazo
- Los clientes y nuestros empleados son lo
único que vale.


DOING WELL
BY
DOING GOOD

PLAYING FOR CHANGE

ConnecttheHumanitythrough music by
providingresourcestomusiciansandtheircommunitiesallaroundthe
World.
Theymake film series
andsongstopromotetheirmessageandfoundation,
thankstoitsuniquenessand universal values.

-Theytakesomething universal andattractive: The Music. -
Theyasktheirend-userstoperformwell-knownsongs. -
Theymakeanoutstandingand original productwithit. - They use
viralityand digital media topromoteit. - Theyget a lotoftraffic in
theirwebpage

http://www.playingforchange.com/
http://www.youtube.com/watch?v=YC-LBpqa9EY


“OneLove” version

http://www.youtube.com/watch?v=4xjPOD
ksI08


Unlearn


FORD EXPLORER

v=ljLQYUX0Eik


WHAT TO DO TO CHANGE
THE WORLD?


SMILE


antonio.fontanini@gmail.com


THANKS
Images, slides, Inspiration, etc.
Flickr, Youtube
Slideshare.net
Blog de Enrique Dans
Manuel Alonso Coto “BlendedMktg”
IE Blog multimedia
Dr. Ganesh (UCF), Prof. Marvin Zonis
(Chicago BSB), Prof. Robert Kaplan (Harvard),
Blog de Seth Godin
Blog Techcrunch


BIBLIOGRAPHY

EOI - Estrategias en Tiempos de Crisis

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Editor's Notes