In zijn nieuwe keynote Exploit Chaos & Change gemaakt voor het RTL Embracing Change 2015 event neemt topspreker Igor Beuker ons op gedreven en inspirerende wijze mee op zijn ontdekkingstocht.
Met pakkende one-liners en aansprekende voorbeelden geeft Beuker ons een kijkje achter de deuren van de boardroom van Fortune 500 bedrijven.
Gefascineerd geraakt over het feit dat disruptieve innovaties die hele segmenten doen verdampen, nooit van die mensen uit dat segment komen.
En hoe het komt dat trends zo voorspelbaar zijn maar corporate merken er toch telkens niet in slagen om de business kansen van de 21e eeuw te verzilveren.
Hij geeft aansprekende voorbeelden over de ROI van innovatie. De return on investment van innovatie is laag risico, maar genereert een groot deel van de winst.
De 'risk of inaction' is hoog risico en gelijk aan het boiling frog effect. De kikker zit conformtabel in het warme water maar kookt dood. Beuker noemt het digitaal Darwinisme: tijdig aanpassen of uitsterven.
Beuker legt uit hoe innovatieve merken zich georganiseerd hebben. Natuurlijk staat 'het' er al, zo voor ons neus, maar we zien het niet.
Digitalisering? Chief Digital Officer
Datafication? Chief Innovation Officer.
In een tijdperk waarin marketing en technologie een zijn, kan een Chief Marketing Officier niet meer zonder CDO en CIO. Das war einmal.
Verder heeft Beuker het over 'klaarmaken voor vertrek'. Noah bouwde ark voor de stortvloed kwam. En er komt een tsunami van innovatie over ons heen de komende 5 jaar!
Hoe marketing een businessmodel kan zijn liet Beuker zien aan de hand van vele pakkende voorbeelden met bekende merken.
Beuker sluit zijn keynote af met leiders die erg tot de verbeelding spreken en voorop lopen qua mentaliteit en welwillendheid om te innoveren. Die waren klaar voor vertrek.
Na Beuker's laatste slide volgt een luid applaus en in de aftermath veel complimenten van deelnemers. Heerlijk dat een nieuwe keynote zo goed wordt ontvangen.
Veel kijkplezier en deel 'm als een van je collega's het hier ook vaak over heeft.
Boeken via www.igorbeuker.com
11. ALIBABA: PAY WITH A SELFIE TO FUEL ECOMMERCEALIBABA: PAY WITH A SELFIE TO FUEL ECOMMERCE
12. $14.3 BILLION! ALIBABA’S SALES ON SINGLES DAY 11/11/2015$14.3 BILLION! ALIBABA’S SALES ON SINGLES DAY 11/11/2015
CHINA POST NEEDS TO DELIVER OVER 760 MILLION ORDERSCHINA POST NEEDS TO DELIVER OVER 760 MILLION ORDERS
13. MEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIESMEDIA OWNERS MASQUERADED AS TECHNOLOGY COMPANIES
14. OUR 1.0 SOCIAL STRATEGY: LET’S BUY MORE FANS & FOLLOWERSOUR 1.0 SOCIAL STRATEGY: LET’S BUY MORE FANS & FOLLOWERS
15. 50+ BILLION CONNECTED DEVICES.50+ BILLION CONNECTED DEVICES.
IoT or INTERNET OF EVERYTHING?IoT or INTERNET OF EVERYTHING?
16. IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.IN GOD WE TRUST. ALL OTHERS MUST BRING DATA.
17. CONNECTED, ELECTRIC & DRIVERLESS CARSCONNECTED, ELECTRIC & DRIVERLESS CARS
WHO’S BEHIND THE WHEEL BY 2020?WHO’S BEHIND THE WHEEL BY 2020?
18. CONTENT
TECHNOLOGY & TRENDS SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO
19. MEET THE DECISION MAKERS:MEET THE DECISION MAKERS:
OLD SKOOL TECH RESISTANTSOLD SKOOL TECH RESISTANTS
22. CONTENT
86% OF INNOVATION IS LOW RISK,
IT GENERATES 30% OF COMPANY PROFITS
RETURN ON INVESTMENTRETURN ON INVESTMENT
14% OF INNOVATION IS RADICAL,
IT GENERATES 70% OF COMPANY PROFITS
SOURCE: INSEAD 2014
23. CONTENT
27% OF INACTION IS RADICAL
COMPANY PROFITS DECLINE BY 30% IN 2-5 YEARS
73% OF INACTION IS HIGH RISK
COMPANY PROFITS DECLINE BY 40% IN 5-10 YEARS
SOURCE: MY DATA FROM 100+ INVENTION STRATEGIES
RISK OF INACTIONRISK OF INACTION
24. NO SKILL
THE WILLINGNESS TO EXPLOIT CHAOS & CHANGE
IS ABOUT COMPANY CULTURE AND PEOPLE
SKILL
WILL NO WILL*
* LEARN OR LEAVE, UP OR OUT.
31. Social is business Customers evolve Digitization Datafication Rise of Mobile
86% of people stop
buying due to a poor
service experience
Show me personalized
content, services,
products & messaging
By 2017 the CMO
will spend more on
IT than the CTO
Customer insights,
consumer & fan data
drive ARPU & ROI
Today, 50% of
ecommerce traffic is
mobile
94% will pay more for
a great experience
Know me, wow me,
surprise & seduce me
By 2017 ca. 75% of
corporates will mix
Enterprise & Agile IT
Internet of things
drives data growth
and touchpoints
Mobile is first screen,
second brain and the
next big gateway
26% post and share
negative comments
Understand, recognize
and reward me
Bimodal IT: Digitally
agile without a mess
50+ billion connected
devices by 2020
Google cuts traffic to
non-mobile websites
DIGITAL DISRUPTION IS HERE
38. MOST VALUABLE RETAILER ON THE PLANET OWNS NO INVENTORYMOST VALUABLE RETAILER ON THE PLANET OWNS NO INVENTORY
39. WORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENTWORLD’S MOST POPULAR MEDIA OWNER CREATES NO CONTENT
40. WORLD’S LARGEST TAXI COMPANY HAS NO VEHICLESWORLD’S LARGEST TAXI COMPANY HAS NO VEHICLES
41. WORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATEWORLD’S LARGEST HOUSE PROVIDER OWNS NO REAL ESTATE
42. FORTUNE 500
LIFE EXPECTANCY
75 YEARS 15 YEARS 10 YEARS
1950 2010 2025
GROWTH BY
ENTERING A
NEW BUSINESS
95% FAILS 99% FAILS
CHAOS CREATES PREDICTABLE OPPORTUNITIES
63. STARTUP ON REQUEST AKA CORPORATE GARAGESTARTUP ON REQUEST AKA CORPORATE GARAGE
64. CONTENT
TRENDS & TECH SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO
65. ALL COMPANIES THAT INNOVATE ATALL COMPANIES THAT INNOVATE AT
THE SPEED OF CHANGE WILL SURVIVETHE SPEED OF CHANGE WILL SURVIVE
MOST HOWEVER WILL BE SMALLERMOST HOWEVER WILL BE SMALLER
PLAYERS IN THE DIGITAL ERAPLAYERS IN THE DIGITAL ERA
66. Innovation is Low Cost, High ROI.
Risk of Inaction = Commercial Suicide
Only innovative species survive.
Adapt, or see you in a museum soon
Track and monetize meta trends.
Innovate at the speed of change
Adaptive media planning.
Predictive marketing
Innovate to compete with
Amazon’s & Facebook’s
Exploit Chaos & Change.
Don’t Hate. Integrate!!
67. CONTENT
TRENDS & TECH SHAKING UP ALL INDUSTRIES
THE BARRIERS & BENEFITS OF INNOVATION
BOILING FROGS & BUSINESS MODELS
SUMMARY & RECAP
OUTRO
71. ““NOAH BUILT HIS ARK BEFORE THE FLOOD,NOAH BUILT HIS ARK BEFORE THE FLOOD,
AND A TSUNAMI OF CHANGE WILL COME OVER US”AND A TSUNAMI OF CHANGE WILL COME OVER US”
74. “BE NICE TO NERDS.
WE WILL ALL END-UP WORKING FOR ONE”
75. THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BEDANKT.THANK YOU. GRAZIE MILLE. MUCHAS GRACIAS. BEDANKT.
Editor's Notes
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
The primary objective of CORE is to deliver an integrated marketing data / intelligence platform underpinned by WPP (and all its data assets) and the best global 3rd party data providers, that allows the “liberation of data” for our client’s marketers, thereby enabling a fundamental change in the way our client’s marketing and agency teams engage with data (effectively providing the tools to enable their use of data to drive the cultural change from “data naïve” to “data driven”). At its essence the platform aims to deliver the concept of “Marketing Analytics 2.0”: removing the barriers between marketers and data not just at the data collection level, but at the data consumption level as well (bringing analytics and insight to every user and not just the geeks).
At the centre, CORE (our Central Operational Reporting Environment), bringing together all disparate, siloed data into one pipe within a single wrapper. This single scalable source allows us to integrate any source, be it Paid / Owned / Earned / Corporate / Retail or 3rd Party date and most importantly allow integration of consumer level attributes across the streams to migrate us from counting clicks to understanding real audiences.
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
This social ferment in turn is leading to the formation of new household habits. New patterns of living are being formed now, that will be the constant routine for decades to come.
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions
Help planners construct environments to Nurture Earned for Brands
Begin to Reining in the Unpredictability of Earned
Optimize and become better at Incubating Earned
Think of Paid as the Nutrients Owned as the Conditions