This document discusses the importance of social media in business transformation. It provides examples of how Uber has used social media to grow its business globally. Social media has helped Uber gain deeper customer insights, empower local markets, make effective use of resources, incorporate data and testing, build local relevance, and create a sense of community. The document concludes by thanking Kelly McConville and Paul Greenep for their presentations on Uber's social media strategies in Europe, the Middle East, and Africa.
New technologies are bringing major changes our way: robots, drones, Internet of Things. Big data will change the way we look at society, create new business models, and cause even more disruptive innovations. Choose the session ‘Trendz! On to 2030’ and get ready to offer your customers, contacts, staff, or visitors the unique opportunity to get a glimpse into future trends. More info: richardvanhooijdonk.com
For more than two decades, Archie J. Thornton has been the president amd CEO of The Thornton Works, Inc., a boutique investment and advisory firm that is dedicated to providing companies in the technology, travel, and entertainment industries with access to seed capital, expansion financing, strategic alliances, and transitional management support.
In this role, he is currently a director of California-based Tsunami AR/VR, the leading provider of immersive software applications for Fortune 500 companies with major global practices in the aerospace and defense, automotive, energy, healthcare and heavy machinery industries.
Prior to the founding of The Thornton Works, he spent nearly three decades in the advertising industry, where he served as managing director of Ogilvy and Mather Worldwide. During his career with this iconic global agency, he served as the managing partner for the Travel Group of accounts (which included American Express, the Hawaii Visitors & Convention Bureau, and Hawaiian & Korean Airlines).
Previously, he headed up the General Foods World Trade and Asia/Pacific accounts for the agency managing the advertising and promotion for more than 17 brands in 14 countries.
Before joining Ogilvy & Mather, he was the worldwide director of advertising for the VF corporation’s Lee & Lee Rider Jeans brands.
Over the course of his career, Thornton has been a frequent speaker at advertising industry functions, technology conferences, and travel marketing organizations. His first book, "Tales of a Madman, Advertising Secrets to Success in the Digital World," will be in bookstores early this summer.
Food is something the life forms of the entire world need in order to keep growing and sustain themselves. Agriculture is something that every man is accustomed with. Today, agriculture is run by machines, robots, and even drones! Robots can harvest, pick fruits or plant seeds; wearables can help track what plants are in which stage of growth, or which fruits are ripe; drones can spray pesticides or help in seeding; and driverless tractors and machinery can do all the hard work that a man can do. World is growing, and so is the need for food. Thus, we have to think of new ways of improving food production. More info? richardvanhooijdonk.com
De wereld om ons heen verandert razendsnel. Nieuwe technologie vliegt ons om de uren en slimme startups vliegen als paddestoelen uit de grond. Hoe ga je als organisatie nu om met deze razendsnel veranderende wereld die wordt gedomineerd door exponentiële technologie en ‘disruptie’? De lezing ‘Company of the Future’ laat je op inspirerende wijze zien hoe je een organisatie klaar kunt maken voor een exponentiële toekomst. Je maakt kennis met 12 heldere stappen, opmerkelijke cases en inspirerende voorbeelden. Ben jij er klaar voor?
The Innovation Imperative: What Industries Will the Tech Superpowers Consume ...Jedidiah Yueh
When Amazon bought Whole Foods, it changed the threat landscape for disruption forever. What else could the Tech Superpowers consume? Clayton Christensen's book, The Innovator's Dilemma, defined bottom-up disruption. But the world has changed. It's time to take a modern look at the different forms of disruption that are changing the world.
Flying High in a Globally Connected WorldAnja Hoffmann
CEOs are startled by the rising expectations of the connected customers. New digital technologies like mobile, analytics, and social media are advancing rapidly on the economic landscape. Data is the new "oil" in every industry, also in the travel industry. But there's a lot more to consider when you're looking for the next disruptive innovation in your industry.
How do you serve connected customers?
New technologies are bringing major changes our way: robots, drones, Internet of Things. Big data will change the way we look at society, create new business models, and cause even more disruptive innovations. Choose the session ‘Trendz! On to 2030’ and get ready to offer your customers, contacts, staff, or visitors the unique opportunity to get a glimpse into future trends. More info: richardvanhooijdonk.com
For more than two decades, Archie J. Thornton has been the president amd CEO of The Thornton Works, Inc., a boutique investment and advisory firm that is dedicated to providing companies in the technology, travel, and entertainment industries with access to seed capital, expansion financing, strategic alliances, and transitional management support.
In this role, he is currently a director of California-based Tsunami AR/VR, the leading provider of immersive software applications for Fortune 500 companies with major global practices in the aerospace and defense, automotive, energy, healthcare and heavy machinery industries.
Prior to the founding of The Thornton Works, he spent nearly three decades in the advertising industry, where he served as managing director of Ogilvy and Mather Worldwide. During his career with this iconic global agency, he served as the managing partner for the Travel Group of accounts (which included American Express, the Hawaii Visitors & Convention Bureau, and Hawaiian & Korean Airlines).
Previously, he headed up the General Foods World Trade and Asia/Pacific accounts for the agency managing the advertising and promotion for more than 17 brands in 14 countries.
Before joining Ogilvy & Mather, he was the worldwide director of advertising for the VF corporation’s Lee & Lee Rider Jeans brands.
Over the course of his career, Thornton has been a frequent speaker at advertising industry functions, technology conferences, and travel marketing organizations. His first book, "Tales of a Madman, Advertising Secrets to Success in the Digital World," will be in bookstores early this summer.
Food is something the life forms of the entire world need in order to keep growing and sustain themselves. Agriculture is something that every man is accustomed with. Today, agriculture is run by machines, robots, and even drones! Robots can harvest, pick fruits or plant seeds; wearables can help track what plants are in which stage of growth, or which fruits are ripe; drones can spray pesticides or help in seeding; and driverless tractors and machinery can do all the hard work that a man can do. World is growing, and so is the need for food. Thus, we have to think of new ways of improving food production. More info? richardvanhooijdonk.com
De wereld om ons heen verandert razendsnel. Nieuwe technologie vliegt ons om de uren en slimme startups vliegen als paddestoelen uit de grond. Hoe ga je als organisatie nu om met deze razendsnel veranderende wereld die wordt gedomineerd door exponentiële technologie en ‘disruptie’? De lezing ‘Company of the Future’ laat je op inspirerende wijze zien hoe je een organisatie klaar kunt maken voor een exponentiële toekomst. Je maakt kennis met 12 heldere stappen, opmerkelijke cases en inspirerende voorbeelden. Ben jij er klaar voor?
The Innovation Imperative: What Industries Will the Tech Superpowers Consume ...Jedidiah Yueh
When Amazon bought Whole Foods, it changed the threat landscape for disruption forever. What else could the Tech Superpowers consume? Clayton Christensen's book, The Innovator's Dilemma, defined bottom-up disruption. But the world has changed. It's time to take a modern look at the different forms of disruption that are changing the world.
Flying High in a Globally Connected WorldAnja Hoffmann
CEOs are startled by the rising expectations of the connected customers. New digital technologies like mobile, analytics, and social media are advancing rapidly on the economic landscape. Data is the new "oil" in every industry, also in the travel industry. But there's a lot more to consider when you're looking for the next disruptive innovation in your industry.
How do you serve connected customers?
Robotics, artificial intelligence and autonomous machines are accelerating faster than any other industrial revolution, what are the social implications and companies to watch in the coming years.
When allegations against the Foxconn manufacturing plant—where Apple, Samsung, and Microsoft make large portions of their electronics—were first leveled in 2012, American consumers sure did seem angry. We were irate that their 1 million workers were grossly underpaid (or sometimes not paid at all), that 14-year-olds were making iPhones and Xboxes, and that the factory actually responded to people defenestrating themselves—seeking death rather than more work—by installing safety nets. As is so often the case, anger is all we could muster.
Facing the 4th industrial revolution | Morgenbooster #781508 A/S
Se eller gense slides fra denne Morgenbooster og bliv inspireret af Digital Strategist i Netcompany A/S, Klaus Bundvig, som gjorde os kloge på den fjerde industrielle revolution drevet af nye teknologier, som vi står overfor.
Oportunidades y riesgos creados por las disrupciones tecnológicasESPAE
Durante la próxima década la aceleración de las innovaciones digitales, golpeará a todos los negocios establecidos y exitosos con enormes disrupciones, creando oportunidades que lamentablemente no sabrán, en su mayoría, aprovechar.
Esta nueva realidad creara nuevos espacios para Startups ágiles y dinámicas que podrán capturar la oportunidad de crear nuevo valor económico y social.
En esta conferencia el Profesor invitado de ESPAE, Carlos Baradello, podrá conectar las tecnologías emergentes de Silicon Valley con la realidad empresarial de América Latina.
My talk to the joint OECD/G20 German Presidency conference on digitalization in Berlin on January 12, 2017. Fitness landscapes as applied to technology, business, and the economy. Note that the fitness landscape slides will not be animated in this PDF, which I shared this way so that you could see my narrative in the speaker notes. While it has some slides in common with my White House Frontiers conference talk, it includes a bunch of other material.
Technology evolves in big waves that we call revolutions. The first revolution was the Industrial revolution that started in Britain in 1771. Since than we have see more revolutions come and how we are in the fifth. These revolutions follow a similar path. First there is an installation period where the new technologies are installed and deployed, creating wealth to those who were are the right place at the right time. This is followed by a frenzy, where financial markets wants to be apart. The there is crash and turning point, followed by synergy, a golden age.
In 1908, a new technological revolution started. It was the Age of Oil and Automobile. The technology trigger was Henry Ford´s new assembly line technique that allowed the manufacturing of standardized, low cost automobile. This created the car industry and other manufacturing companies. This also created demand for gas thus creating the oil industry. During the Roaring Twenties the stock prices rose to new levels, until a crash and the Great Depression. Only after World War II, came a turnaround point followed by a golden age in the post-war boom.
In this lecture we look at a framework for understanding technological revolutions. There revolutions completely change societies and replace the old with new technologies. We will explore how these revolutions take place. We should now be in the golden age phase.
We also look at generations.
What you need to know this week (w/c June 4 2018)Damian Radcliffe
A dozen news stories and digital developments worth noting, as selected by my "Demystifying the Media" class at the University of Oregon.
Stories covered: NYT on Showtime, breaking up Amazon, Birthual Reality, Fortnite, Brands and Facebook, Messaging Apps, Roseanne, Responsible Tech, Gaming on Facebook, NYT's personalization plans, Comcast vs. Disney, NFL and the First Amendment.
Robotics, artificial intelligence and autonomous machines are accelerating faster than any other industrial revolution, what are the social implications and companies to watch in the coming years.
When allegations against the Foxconn manufacturing plant—where Apple, Samsung, and Microsoft make large portions of their electronics—were first leveled in 2012, American consumers sure did seem angry. We were irate that their 1 million workers were grossly underpaid (or sometimes not paid at all), that 14-year-olds were making iPhones and Xboxes, and that the factory actually responded to people defenestrating themselves—seeking death rather than more work—by installing safety nets. As is so often the case, anger is all we could muster.
Facing the 4th industrial revolution | Morgenbooster #781508 A/S
Se eller gense slides fra denne Morgenbooster og bliv inspireret af Digital Strategist i Netcompany A/S, Klaus Bundvig, som gjorde os kloge på den fjerde industrielle revolution drevet af nye teknologier, som vi står overfor.
Oportunidades y riesgos creados por las disrupciones tecnológicasESPAE
Durante la próxima década la aceleración de las innovaciones digitales, golpeará a todos los negocios establecidos y exitosos con enormes disrupciones, creando oportunidades que lamentablemente no sabrán, en su mayoría, aprovechar.
Esta nueva realidad creara nuevos espacios para Startups ágiles y dinámicas que podrán capturar la oportunidad de crear nuevo valor económico y social.
En esta conferencia el Profesor invitado de ESPAE, Carlos Baradello, podrá conectar las tecnologías emergentes de Silicon Valley con la realidad empresarial de América Latina.
My talk to the joint OECD/G20 German Presidency conference on digitalization in Berlin on January 12, 2017. Fitness landscapes as applied to technology, business, and the economy. Note that the fitness landscape slides will not be animated in this PDF, which I shared this way so that you could see my narrative in the speaker notes. While it has some slides in common with my White House Frontiers conference talk, it includes a bunch of other material.
Technology evolves in big waves that we call revolutions. The first revolution was the Industrial revolution that started in Britain in 1771. Since than we have see more revolutions come and how we are in the fifth. These revolutions follow a similar path. First there is an installation period where the new technologies are installed and deployed, creating wealth to those who were are the right place at the right time. This is followed by a frenzy, where financial markets wants to be apart. The there is crash and turning point, followed by synergy, a golden age.
In 1908, a new technological revolution started. It was the Age of Oil and Automobile. The technology trigger was Henry Ford´s new assembly line technique that allowed the manufacturing of standardized, low cost automobile. This created the car industry and other manufacturing companies. This also created demand for gas thus creating the oil industry. During the Roaring Twenties the stock prices rose to new levels, until a crash and the Great Depression. Only after World War II, came a turnaround point followed by a golden age in the post-war boom.
In this lecture we look at a framework for understanding technological revolutions. There revolutions completely change societies and replace the old with new technologies. We will explore how these revolutions take place. We should now be in the golden age phase.
We also look at generations.
What you need to know this week (w/c June 4 2018)Damian Radcliffe
A dozen news stories and digital developments worth noting, as selected by my "Demystifying the Media" class at the University of Oregon.
Stories covered: NYT on Showtime, breaking up Amazon, Birthual Reality, Fortnite, Brands and Facebook, Messaging Apps, Roseanne, Responsible Tech, Gaming on Facebook, NYT's personalization plans, Comcast vs. Disney, NFL and the First Amendment.
New Industrial Revolution(s) and Future ScenariosRobin Teigland
My slides from the first day of the DecodingX Executive Education Program in Digital Transformation at the Stockholm School of Economics (https://exedsse.se/program/decoding-x/) in March 2018.
A look at how brand strategy needs to evolve to embrace digital technology, due to the massive disruption digital is causing companies and how it impacts their brand - digital transformation should begin with the brand
22 years: the average age of Google, Apple, Facebook and Amazon. 22 years of growth frenzy, combined with the upheaval brought about by the Internet to our businesses, our lives and our civilization.
With over 300 billion euros in cumulative revenue, a productivity rate three times the average, and a customer base covering nearly 50% of the connected population, GAFA have become, in less than twenty years, the four superpowers of the new economy. "Search engine","e-commerce", "smartphone","social network" are the common nouns they have added to the of the 21st century dictionary.
But beyond this disruption in our daily habits, GAFA have fundamentally changed the established rules of business strategy: they ignore classic concepts of market, competition, positioning or plain goods. Instead, they have achieved a Copernican revolution that truly places the customer at the center of their strategy.
With our study you will:
- identify the key success factors of these fantastic four,
- understand how to conduct your business strategy in the era of GAFA,
- develop a dashboard to measure and to start thinking about your business the GAFA way, by simply starting from your customers.
“GAFAnomics” will help you see your industry through GAFA's eyes: understand their vision of the world and align this analysis with your strategic actions - at a digital pace.
The "GAFA Framework"
To achieve this, we completed our analysis with a framework, a simplified reading grid of their business models and value creation levers. We are convinced that the best key to your digital transformation is understanding and applying this “GAFA framework".
This framework can be replicated in any industry: in the customer value creation field, every business can compare itself to GAFA. Our framework shows the necessity to organize and grow around the unwavering ambition to make a positive change to the customer’s daily life.
The Year 2028 and the New Industrial RevolutionRobin Teigland
Overview of digitalization, emerging technologies, and new organizational forms on labor and value creation in society. Presentation made in Sweden during January 2018.
The Troubled Future of Startups and Innovation: Webinar for London FuturistsJeffrey Funk
These slides show how the most successful startups of today (Unicorns) are not doing as well as the most successful of 20 to 50 years ago. Today's startups are doing worse in terms of time to profitability and time to top 100 market capitalization status. Only one Unicorn founded since 2000 has achieved top 100 market capitalization status while six, nine, and eight from the 70s, 80s, and 90s did so. It is also unlikely that few or any of today's Unicorns will achieve this status because their market capitalizations are too low, share prices increases since IPO are too small, and profits remain elusive. Only 14 of 45 had share price increases greater than the Nasdaq and only 6 of 45 had profits in 2019. The reasons for the worse performance of today's Unicorns than those of 20 to 50 years ago include no breakthrough technologies, hyper-growth strategies, and the targeting of regulated industries. The slides conclude with speculations on why few breakthrough technologies, including science-based technologies from universities are emerging. We need to think back to the division of labor that existed a half a century ago.
Bouw voor de customer journeys van morgen en bereid je commerce platform voor op snelle veranderingen. Guido X Jansen geeft je 5 handvatten om je commerce strategie klaar te stomen voor de nabije toekomst, en bespreekt o.a. Composable Commerce en (B2C én B2B) Marketplaces. Mis niets en blijf je concurrentie voor! Om de concurrentie voor te blijven en te winnen in het volgende tijdperk van digital commerce, moeten B2B-bedrijven samenwerken met leveranciers van commerce-technologie die hen helpen zich aan te passen aan de veranderende marktomstandigheden. Onze experts Henk Mensinga en Guido X Jansen bespreken o.a. hoe een Composable Commerce-aanpak B2B-bedrijven helpt hun e-commerce-strategie klaar te stomen voor de toekomst, hoe een B2B marktplaats early movers kan helpen de digitale race te winnen én hoe ze kunnen groeien in het digitale domein.
O'Reilly eBook: Creating a Data-Driven Enterprise in Media | eubolrVasu S
An O'Reilly eBook about Creating a Data-Driven Enterprise in Media DataOps Insights from Comcast, Sling TV, and Turner Broadcasting.
https://www.qubole.com/resources/ebooks/ebook-creating-a-data-driven-enterprise-in-media
Skapa chamber of_commerce_2014-03-14_002Erik Ekholm
This was a presentation I held for a group of executives at West Sweden Chamber of Commerce. A couple of slides are in Swedish, but most of it is in English. The presentation has a focus on online content driving sales (content marketing). I also touch on the trend of the increasing number of visitors that are using smartphones and tablets when surfing the web. I also emphasize the need of a clear strategy, to achieve the desired results.
Workshop: Conversational Commerce: A Two Way Street MAD//Fest London
Workshop: Conversational Commerce: A Two Way Street -
Alan Ranger, VP Market Development, LivePerson + Paul Louden, Regional Director UK & Ireland, Sinch + Liz McCord, Principal Product Manager, Vodafone + Tim Green, Features Editor, MEF
The age of the Film Makers, Content Creators & Storytellers - putting the con...MAD//Fest London
The age of the Film Makers, Content Creators & Storytellers - putting the consumer at the heart of your campaign! - Loranc Sparsi, Commercial Licensing Director, EMEA, Jukin Media
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. Only surviving
companies
from the 1955
Fortune 500
Source: ValueWalk, Fortune 500
3M
Abbott Laboratories
Alcoa
Archer Daniels Midland
Ashland
ATT
Avon Products
Boeing
BorgWarner
Bristol-Myers Squibb
Campbell Soup
Caterpillar
CBS
Celanese
Chevron
Coca-Cola
Colgate-Palmolive
ConocoPhillips
Crown Holdings
Cummins
Deere
DuPont
ExxonMobil
Freeport-McMoRan
General Electric
General Dynamics
General Mills
General Motors
Goodyear Tire and Rubber
Hershey
Honeywell International
Hormel Foods
IBM
International Paper
Johnson and Johnson
Kellogg
Kimberley-Clark
Kraft Foods
Lear
Lockheed Martin
Marathon Oil
McGraw Hill (now S&P Global)
Merck
Monsanto
Navistar
NCR
Northrop Grumman
Owens Corning
Owens-Illinois
PepsiCo
Pfizer
Procter and Gamble
Raytheon
Rockwell Automation
Sealed Air
Textron
United States Steel
United Technologies
Weyerhaeuser
Whirlpool
4. We’re deep
into the age of
technological
disruption
(along with
many other
ages!)
(1900 to the Present)
100%
80%
60%
40%
20%
0%
1900 191
0
1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Source: Market Realist
PAUL
Hello everyone
It’s a real privilege to be here at the Old Trueman Brewery and at Madfest.
My name is Paul Greenep and I am Managing Director of the Amsterdam office at Iris
Its also great privilege to be up here with Kelly from Uber.
KEL
Hi, I’m Kelly McConville….
PAUL
I wanted to start with one of my favourite gifs, you can see that this guy's mind is being blown.
But he definitely leaves you guessing as to whether that’s a good or bad thing!
In that vein I am going to start by giving a bit of the wider context for what Kelly and I are going to talk about in the 20 minutes we have with you.
PAUL
Can anyone guess the title of this chart?
These are the only surviving companies from the 1955 Fortune 500. This list represents the 12% of these companies that remain today, the rest have died.
And it is predicted that at the current churn rate, 50% of the current S&P 500 will cease to exist over the next 50 years.
(The Standard & Poor's 500, often abbreviated as the S&P 500)
Why is this? Well, one contributing factor may well be that we are in the age of technological disruption;
Customer behaviours are changing with the age of convenience driving more active choice in more places than ever before
Industry structures are being broken and whole new industries are being born
Business cycles are being challenged, due to such a push of entrepreneurial culture that it is challenging bigger brands to innovate, embrace agility or die
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REFERENCE:
valuewalk.com/2017/10/fewer-12-1955-fortune-500-companies-list-2017/
fortune.com
PAUL
The world is changing quickly!
I remember my granny struggling to to use the telephone in the 80’s. And when you look at how long it took to get 100% penetration, i.e. the early 1900 to the 90's, I suppose that might be unsurprising.
However if my granny was alive today she might have struggled with the relentless developments quarter after quarter, year after year, with new bits of tech being thrown at her that she would need to get to grips with.
For a lot of us and younger generations (no offense to anyone meant) this radical shift in adoption is just a part of our lives.
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REF
https://marketrealist.com/2015/12/adoption-rates-dizzying-heights
PAUL
And in most instances, it feels like a natural thing – tech is getting closer to the human form and more and more, customers are able to be in control
It was many many years ago now in the 90’s that the phrase customer centricity was born. But it is only now that technology is really enabling more natural human centered engagement that this is really becoming a ‘thing’
Uber, was born out of this revolution. So clearly, we are thankful for that.
And human centricity and letting human inisghts lead is essential to where Uber is heading.
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REF
Pixar - Wall E
PAUL
This whole human and behaviours thing is a bit chicken and egg. But there is no doubt the smart phone has shifted behaviours and developments around how users are engaging with tech and more importantly their world.
However just because you are on a device opened and engaged with on average 80 times a day doesn’t mean you automatically stand out, get noticed / used or cared about!
In fact, quite the opposite!
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REFERENCE:
https://www.huffingtonpost.co.uk/entry/brits-now-check-their-mobile-phones-every-12-minutes_uk_5b62bf60e4b0b15aba9fe3cb
PAUL
Does anyone know the attention span of a goldfish?
9 seconds
“studies have shown the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to eight seconds today.”
We also know that on top of this 84% of all advertising is ignored. Only 16% cuts through. And of course we are all striving to be part of that 16%.
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REFERENCE: https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/
PAUL
So with an attention deficit out there we need to be a vital and vibrant part of people's life flows more than ever before...
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REFERENCE: https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/
KEL -
Uber was created off the back of exactly this; the desire to get a cab in Paris. They saw a line of limos lined up outside of a load of bars. Went over to ask if they could use them, the answer was no, that they were booked and they should just call a taxi co.
That sparked the thought wouldn’t it be great to be able to book a limo service to meet you when you needed it.
KEL
It scaled from there….
Uber have over 3 million (Kelly to get final numbers) people earning money on the platform (just surpassed the United States Department of Defence and Walmart as the biggest employer)
KEL
And this was the first app – anyone remember it?!
All efforts were focused on making the app better and the UX & UI as intuitive as possible; we think it has come along way since this version!
KEL
With the app growth became pretty aggressive.
It required innovation to hack the platform; our own platform to keep challenging ourselves to develop the best UX & UI
But also the markets we were in, to get partners in the market to build the service.
To do this we needed finance, operations and legal people. Historically these were pretty lean teams deployed in market to get things off the ground.
KEL
It all worked beautifully
More drivers
More coverage
Faster pickups
More demand
Less driver downtime
Lower prices
And so it continued…
KEL
And growth in trips reflected these gorilla tactics or city take overs
Until…
KEL
Until 2017 when trips growth dropped off for the first time
KEL
For the first time, we realized that our demand was no longer driven by ETA and price
(US reputational study work charts showing demand no longer correlating)
PAUL
At some point it was growth at all costs; not thinking about reputation or even less the brand…
And
Uber saw this happening across so many of their markets and channels, including social.
PAUL
And when this is all the marketing you are doing; it is not surprising that it has limited impact on brand and reputation.
Saying that however this is the best performing conversion creative out there!
Uber have A/B tested 10s of 1000s of versions of creative, millions of times. And this creative that really works. But from a download/acquisition angle, this is really important.
However Uber needed to think further up ‘the funnel’ than this and transform the way they communicate with their audience.
PAUL
For too long Uber had blatantly been ignoring what was clear for all to see
Branding needed some attention,
Uber needed to think beyond price and understand what they were all about.
They needed to kick start the transformation...
PAUL
Just to go to the outside view again for a moment…
This is the chosen theme for this Madfest.
What is clear is Uber had done the innovation thing and disrupted with technology and experience
but now they needed to do something similar with marketing.
A brand story had to be built.
KEL
And in true Uber fashion, we woke up, hustled and doubled down.
Culminating in the recent rebrand…
We worked out Uber was about igniting opportunity and setting the world in motion
If you step back and think about it for a moment, we are becoming, more and more, part of the social fabric of cities, and a important part of the flow of people's lives. With our platform we're providing access to opportunities for all.
We want to think of a future where our product is enabling social mobility and social connections and interactions.
We hope that we can now shine a light on this with our new brand work.
And here is a sample of that work…
KEL
PLAY VIDEO
KEL
And it is the time to get this right as we are in more places than ever before!
KEL
All this is with Uber 2.0 and our new leadership, humble and here for people who want to go out and make the most of the opportunity
We are all about doing the right thing- this is Macron giving us a shout out for our good work.
KEL
And that also means taking our first principles of letting human insights lead and making sure we can use that to disrupt in marketing as well as we did in experience.
Why human insights...because we are all about the people using the platform, without them we are nothing….
KEL
We have the ambition to move from being a viral product to becoming a viral brand.
KEL
But as we’ve mentioned already, this faced its challenges in the beginning. So how are we moving ourselves forward?
The Uber EMEA story built from 1 to 46 start ups (EMEAP); lean operations, their main task - the acquisition of drivers and riders to build the service and drive demand.
KEL
Fast forward to 2018 and we are building to be move away from acquisition tactics to brand building marketing and content.
Bringing these 46 start ups together as a team as we believe together we’re stronger.
KEL
That means this year it is about growing up!
2017 Uber set up the central marketing team
2018 Uber realised it needed to play a meaningful part in the flow of people’s lives; social would play a starring role; Kel joined mid- Jan
March 2018 – our social clean up began
We needed to find a way of working across global and local, 3 channels, 144 platforms, 36 languages and 7 dialects of Arabic
Our ambition; to build a centralized content strategy built with data at its heart and driving test and learn
PAUL
Iris and Uber kicked off a process of looking 15 key markets, 3 social channels, 5 competitors, over 15 months' worth of data.
Together we ran 3 regional workshops to engage the 15 key markets, to play back data and insights and collaboratively build the first Uber EMEAP social strategy.
And in 5 months we had done exactly that.
PAUL
And so we were ready to host the first Uber EMEAP social summit where we assembled the 46 markets in Amsterdam to run a 2 day intense workshop to bring the regions social and wider marketing teams on board.
PAUL
At the end of the process they had received training on social best practice, how to use the various tools around social channel management but also they had created a Plan on a Page that they had to go and present to their regional GM.
And with that we continued the business transformation with the extension to social putting data, insight and collaboration at its core.
PAUL
So just to pause and recap…
Uber was born out of innovation, creating the app to bring them into the lives of their audience
PAUL
Marketing has worked to define Uber’s brand story and developed the brand and creative platform to speak to their audiences wherever they are.
In 2018 the brand story has evolved further; Uber developed their EMEAP social strategy that extends this thinking onto the key platforms and enables markets to deliver content for the right purpose.
KEL
We know that people are scrolling 93 metres a day - statue of liberty
So to remain relevant with local marketing and content in 500 cities presents another challenge; this means Uber need to innovate again.
To truly deliver now we need to make sure that social really plays a social role, in recognizing Ubers role in the cities in every market. To reflect this we need to ensure that our content is locally relevant.
To do this we are enabling local production agencies to help execute on a centralized strategy in those local cities.
Our first example of this is the Kingdom of Saudi Arabia work congratulating Women being able to drive for the first time - to be able to build the global coverage with local interpretation.
PAUL
Having started on this journey we are seeing many ways that social is driving business transformation; we wanted to end this tale with a few of them…
PAUL
Iris are working now to take the Uber global pshycographic segmentation and augment that with wider data sets to help build on what Uber know about their customers and how we can remain relevant to them
Looking at this enriched segmentation we're learning new things everyday i.e. good support is driving as much engagement as some of our content
Given this developing understanding we are able to now build test and learn programmes across social and content to drive relevance and results.
KEL
Internal needs has pushed us to change how we approach things, using sentiment analysis and boosting technology we are able to free up some of the local marketing managers and community management time to focus local insights and building real communities and relationships.
PAUL
Making sure everything that is reuseable across markets is shared and made adaptable to maximise effectiveness of budgets
KEL
Iris and Uber built the measurement framework and reporting templates to support the EMEAP social strategy. This enables us to ladder the use of social up to our business objectives, ensure performance against business goals and put data driven creative at the centre of our thinking.
This started with base level measurement framework rolled out across social but is now continuing to build to help markets access and interrogate their own performance data to ensure learning and improvement continues
KEL
72% of our drivers in SSA are illiterate so we need to deliver content that they can consume i.e. podcast, radio not CRM Emails and SMS comms; we are working on our insights and local production capabilities to enable that
KEL
Now that we have been on this journey to develop Uber’s social approach, all of the assets we have created from data to strategy to creative can all be used to create an internal training programme.
We’re proud to say that we now have a waiting list of 150+ employees from legal to comm ops, finance etc. that are excited about social and want to learn how they can apply this to their teams.
KEL
Celebrating successes, inspiring and learning from each other through Summits (EMEA social summit 2018 was the first but we will be doing them every 6 months), monthly calls and biweekly 1:1’s
Making sure the learning journey continues and open up possibilities across our different market for stand out performance.
PAUL
So all of this learning and development means Uber are setting up for a big 2019.
A year to put social first, to unearth for our audiences how Uber is woven into the social fabric and future of cities and giving access to opportunities for all that use our platform.
We are very excited about what is to come!
KEL
One last nod to business transformation;
ROI measures aren’t everything - it's all about Brand love - doing the right thing for consumers and partners and enabling local markets - that's how we're measured
PAUL – So thank very much and its goodbye from her
KEL - And its goodbye from him
Enjoy the rest of the event!