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Securing competitive advantage in a networked world
 
It used to be so simple <ul><li>The Simple Trade Era  </li></ul><ul><li>The Production Era </li></ul><ul><li>The Sales Era...
 
 
Your brand
 
Structured to unstructured data
Winning in the digital era
THE WORLD’S biggest brands (in social media) HUMANITY
Born of real,  human  insight
 
 
Designed  by humans, for humans
 
 
BEING ‘ people that do ’  NOT JUST  brands that tell
UMBRO = a brand that says NIKE – a brand that DOES
 
SEEK OUT  like minded people  - AND JOIN IN
 
OPEN  and maintain  THE DIALOGUE
 
Especially when things go wrong
BE  nice
 
BE  empathetic
 
BE  useful
 
BE  relevant
 
HAVE A SENSE OF  humour
http://www.youtube.com/watch?v=OaIUiDY9QB8
TAKE ADVANTAGE OF TECHNOLOGY
Cross-promotion to other programmes Opportunity to share with  average 132 friends each Drive ATV with reminders Competiti...
TRACK IT BACK TO  what matters  TO YOUR BUSINESS
 
BECAUSE  it pays
2 2
Murdoch impacts: 35,226,518 = 8,806,630 ABC1 men impacts (25%) @ total cost of £6500 = CPT 6500/8806 = £0.73 Scream impact...
DO WHAT YOU’VE ALWAYS DONE ...
BE  human
THANKS FOR LISTENING www.tomlucas.org [email_address] il.com
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Competitive advantage in a networked world

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Overview of how companies can prosper in the new digitally networked ecology.

Published in: Business, News & Politics
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Competitive advantage in a networked world

  1. 1. Securing competitive advantage in a networked world
  2. 3. It used to be so simple <ul><li>The Simple Trade Era </li></ul><ul><li>The Production Era </li></ul><ul><li>The Sales Era </li></ul><ul><li>The Marketing Department Era </li></ul><ul><li>The Marketing Company Era </li></ul><ul><li>The Relationship Marketing Era </li></ul>
  3. 6. Your brand
  4. 8. Structured to unstructured data
  5. 9. Winning in the digital era
  6. 10. THE WORLD’S biggest brands (in social media) HUMANITY
  7. 11. Born of real, human insight
  8. 14. Designed by humans, for humans
  9. 17. BEING ‘ people that do ’ NOT JUST brands that tell
  10. 18. UMBRO = a brand that says NIKE – a brand that DOES
  11. 20. SEEK OUT like minded people - AND JOIN IN
  12. 22. OPEN and maintain THE DIALOGUE
  13. 24. Especially when things go wrong
  14. 25. BE nice
  15. 27. BE empathetic
  16. 29. BE useful
  17. 31. BE relevant
  18. 33. HAVE A SENSE OF humour
  19. 34. http://www.youtube.com/watch?v=OaIUiDY9QB8
  20. 35. TAKE ADVANTAGE OF TECHNOLOGY
  21. 36. Cross-promotion to other programmes Opportunity to share with average 132 friends each Drive ATV with reminders Competitions drive reach and data capture Opportunity to sample and share content (at no cost)
  22. 37. TRACK IT BACK TO what matters TO YOUR BUSINESS
  23. 39. BECAUSE it pays
  24. 40. 2 2
  25. 41. Murdoch impacts: 35,226,518 = 8,806,630 ABC1 men impacts (25%) @ total cost of £6500 = CPT 6500/8806 = £0.73 Scream impacts: 164,746,210 = 41,865,553 ABC1 men impacts (25%) @ total cost of £XXXX = CPT XXX/ 41,865 = PAID EARNED Premium allows for targeting by interest
  26. 42. DO WHAT YOU’VE ALWAYS DONE ...
  27. 43. BE human
  28. 44. THANKS FOR LISTENING www.tomlucas.org [email_address] il.com

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