WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

@Robert_Rose
@Tim_Walters
The

WISDOM
of
Brad Pitt
4
5
6
7
8
9
10
11
12
Holy Shit!
World War Z

Rule #1:
Cardio

Zombieland
Dawn of the Dead 2

Threat

26 Days Later

Batter Up!

Night of the Li...
14
Zombies = Moore’s Law?
NO

YES

15
Brad’s Law
The speed of zombies
doubles about every 5.8 years
16
153, 616,324

17

M
P
H
18
Source: BI Intelligence
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
The viral inf(l)ection point

37
A cycle of ubiquitous content consumption

38

@tim_walters
39

Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
40
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

But what about marketing?
Growth, fragmentation, multiple channels...

Text

We can skip this part, right?
The true challenge is the pressure of executing fast and
chaotic change while simultaneously delivering
increasingly profi...
CMO’s feel the pressure “on the clock”
CMO’s feel they don’t have right tem
CMO’s feel unready for technology

... and yet...
“Creating customer
experiences with
content will have
huge effect. We
have to figure out
how to stay relevant
and engaging...
They’re not
unaware.

They’re just
wrong.
Fear not, the marketing hipster!
Most organizations are siloed
Now even within marketing
Most organizations realize
silos are inefficient, at best,
and want to transform
B2C & B2B
processes for CXM
share a vision, but
are more different
than alike.
Marketing doesn’t really need or
want any more technology.
Fortune 500 Insurance Company

WEB
Website
Content
SEO

Traffic
SEO
Leads

SOCIAL

CRM

Facebook Twitter
CRM
Twitter
Commu...
Re-aligned content engagement as centralizing force

New roles across each team
Centralized content strategy
Measurement a...
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

How To Survive The Attack!
57
58
59
60
Clayton Christensen: Reinvent
 Autonomous business unit
– “Free . . . from reliance on the parent organization .
. . Must...
62
Larry Downes: Run
 See it coming
 Slow the disruption long enough to better it
 Get close to the exits and be ready for...
64
James McQuivey: Convert
“Ready or not, your only
solution will be to become
a digital disruptor.”

65
66
Tom Foremski: Die
“If you are in the path of a
disruptive technology you are
toast.”
Unsustainable

Unobtainable

Static
Unresponsive
Non-adaptable

Unwelcome
Unaffordable
Undoable

Extinction-level event

D...
“The one certainty for
anyone in the path of an
avalanche is that standing
still is not an option”
– IPPR, 2013
69
The viral inf(l)ection point(s)

70
71
Emile Simpson – Narrate
“You use both military means and non-military
means, working with our civilian
counterparts, to de...
Surviving and thriving with VUCA
 Flexible, decentralized, empowered
networks
 Learning through “experimence”
 Acceptan...
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

Marketing shot to the head…
data in hand is used to optimize
transactions - not create relationships

It’s the engagement that’s important,
systems ca...
Not just grabbing attention.
Holding attention.
Build your content and experience power
grid, one house, one street at a time.
Build your content and experience power
grid, one house, one street at a time.
“We delegate what’s
uncomfortable. Process
makes us
comfortable, organized and
scalable. But do we need to pit
it against ...
Jonathan Mildenhall
VP, Worldwide Creative
Coca Cola
What’s Your 10%?
Tell Your Story
It’s The Only Way To Avoid Becoming A Zombie

Jonathan Mildenhall
VP, Worldwide Creative
...
Tell Your Story
It’s The Only Way
To Deal With
Zombies…
Customers
WORLD WAR
How to Survive and Thrive in a World of Fast Moving Consumers

Thanks…
@Robert_Rose
@Tim_Walters
Inbound Marketing Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Ti...
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  • We used to shuffling, lurching zombies, as in the aptly named Walking Dead.
  • This is the way itNight of the Living Dead (1968)
  • Shaun of the Dead (2004)
  • 26 Days Later (2002)
  • Dawn of the Dead 2 (2004)
  • Zombieland (2009)
  • Mark Zuckerberg
  • World War Z (2013)
  • As analysts, we look at these data points and we feel an irresistible urge to create a Figure. (Build)
  • Title is build.
  • MPH as base. Each number/comma appears from right to left on each click.
  • However, I think it’s even more impressive to look how far we’ve already come. About five and a half years ago there was no iPhone, no tablet computers, no apps (in that sense).
  • With characteristic modesty, Brad Pitt has said that the rapid Z’s reflected only the producers desire to “do something different.”
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • It’s the exponential that counts.
  • What does this mean, practically? xample: Music, from metal drums to records to hi-fi to 45s turntables to tapes, to 8 tracks to cassets to walkman to mp3 to ipod to iphone (and ipod mini) to spotify. Example: Banking: from stand in line to stay in car (next to teller, later remote) to "automated teller machine" to www to phone to app to Siri/voice command to eyewear. 
  • Inbound Marketing Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Walters

    1. 1. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers
    2. 2. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers @Robert_Rose @Tim_Walters
    3. 3. The WISDOM of Brad Pitt
    4. 4. 4
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. 8
    9. 9. 9
    10. 10. 10
    11. 11. 11
    12. 12. 12
    13. 13. Holy Shit! World War Z Rule #1: Cardio Zombieland Dawn of the Dead 2 Threat 26 Days Later Batter Up! Night of the Living Dead 2013 1968 Time 13
    14. 14. 14
    15. 15. Zombies = Moore’s Law? NO YES 15
    16. 16. Brad’s Law The speed of zombies doubles about every 5.8 years 16
    17. 17. 153, 616,324 17 M P H
    18. 18. 18 Source: BI Intelligence
    19. 19. 19
    20. 20. 20
    21. 21. 21
    22. 22. 22
    23. 23. 23
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. 34
    35. 35. 35
    36. 36. 36
    37. 37. The viral inf(l)ection point 37
    38. 38. A cycle of ubiquitous content consumption 38 @tim_walters
    39. 39. 39 Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
    40. 40. 40
    41. 41. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers But what about marketing?
    42. 42. Growth, fragmentation, multiple channels... Text We can skip this part, right?
    43. 43. The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
    44. 44. CMO’s feel the pressure “on the clock”
    45. 45. CMO’s feel they don’t have right tem
    46. 46. CMO’s feel unready for technology ... and yet...
    47. 47. “Creating customer experiences with content will have huge effect. We have to figure out how to stay relevant and engaging.” CMO Fortune 500 CPG Company
    48. 48. They’re not unaware. They’re just wrong.
    49. 49. Fear not, the marketing hipster!
    50. 50. Most organizations are siloed Now even within marketing
    51. 51. Most organizations realize silos are inefficient, at best, and want to transform
    52. 52. B2C & B2B processes for CXM share a vision, but are more different than alike.
    53. 53. Marketing doesn’t really need or want any more technology.
    54. 54. Fortune 500 Insurance Company WEB Website Content SEO Traffic SEO Leads SOCIAL CRM Facebook Twitter CRM Twitter Community LI Likes Followers Not BRAND TV RADIO Strategy ???? EMKTG PR Blog Email Content Press Newsroom We’re working on it Earned Media
    55. 55. Re-aligned content engagement as centralizing force New roles across each team Centralized content strategy Measurement aligned for content, not teams.
    56. 56. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers How To Survive The Attack!
    57. 57. 57
    58. 58. 58
    59. 59. 59
    60. 60. 60
    61. 61. Clayton Christensen: Reinvent  Autonomous business unit – “Free . . . from reliance on the parent organization . . . Must not report to the business being disrupted.”  Separate resource allocation process – Funding “regardless of the fortunes of the core business.”  Independent sales channel – “Does not defer or report to the existing sales organization.” 61
    62. 62. 62
    63. 63. Larry Downes: Run  See it coming  Slow the disruption long enough to better it  Get close to the exits and be ready for a fast escape  Try a new kind of diversification 63
    64. 64. 64
    65. 65. James McQuivey: Convert “Ready or not, your only solution will be to become a digital disruptor.” 65
    66. 66. 66
    67. 67. Tom Foremski: Die “If you are in the path of a disruptive technology you are toast.”
    68. 68. Unsustainable Unobtainable Static Unresponsive Non-adaptable Unwelcome Unaffordable Undoable Extinction-level event Death by invasive surgery 68
    69. 69. “The one certainty for anyone in the path of an avalanche is that standing still is not an option” – IPPR, 2013 69
    70. 70. The viral inf(l)ection point(s) 70
    71. 71. 71
    72. 72. Emile Simpson – Narrate “You use both military means and non-military means, working with our civilian counterparts, to deliver a narrative, or a political story, if you like – just like a politician might deliver a narrative during an election. You give each constituency what it wants while going on the offensive against the opposition’s narrative.” 72
    73. 73. Surviving and thriving with VUCA  Flexible, decentralized, empowered networks  Learning through “experimence”  Acceptance of uncertainty and chaos  Contextualized sense-making rather than problem solving  “Winning” means narrative engagement rather than conversion 73
    74. 74. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Marketing shot to the head…
    75. 75. data in hand is used to optimize transactions - not create relationships It’s the engagement that’s important, systems can come with time.
    76. 76. Not just grabbing attention. Holding attention.
    77. 77. Build your content and experience power grid, one house, one street at a time.
    78. 78. Build your content and experience power grid, one house, one street at a time.
    79. 79. “We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stom ped to smithereens and reiterated.” - Beth Comstock CMO, GE
    80. 80. Jonathan Mildenhall VP, Worldwide Creative Coca Cola
    81. 81. What’s Your 10%? Tell Your Story It’s The Only Way To Avoid Becoming A Zombie Jonathan Mildenhall VP, Worldwide Creative Coca Cola
    82. 82. Tell Your Story It’s The Only Way To Deal With Zombies… Customers
    83. 83. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Thanks… @Robert_Rose @Tim_Walters

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