digital transformation with the racoon framework - lecture at the university of zurich
Post on 06-Apr-2017
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Florian Wiese/r
twitter.com/floto
Connect
slideshare.com/floto
!orian
*
Age of 19: Foundation of the first company
Studies at ZHdK New Media
Head of Community Program lomography.com
Foundation of digital agency coUNDco AG
Development of first Swiss Online
Marketing Course Founding of intl. digital agency network BoxNetworkEurope 2007
2002
2008
2010
2011 Founding of Center for
Storytelling2013-2015
Best of Swiss Web Juror Digital Brand Campaigns
2014 Co-development, mentoring, lecturing “Community” at a CAS
at University of Lucerne
2015Foundation of consultancy The Relevent Collective AG
2014KTI Research project about motivations in digital Communities
Foundation of The Purpose
Academy2016Why I’m here today
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This is my 5th Revolution
The Internet is overrated
Social Media is overrated
Digital Communities are overrated
Digitization is overrated
Digital Transformation is … (not so sure)
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1.Information / Content
2.Music / Media
3.Books / Print
4.Films / TV
5.Transportation / Mobility 6.Banking / Financial
7.Real Estate / Construction
8.Pharma / Medical
9.Energy / Utilities
10.Water / Food
Disruption
Futurist Gerd Leonhard http://www.gerdleonhard.de/
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Emoji Poll
Who of you would say is in constant change?
Who of you would say prefers a more steady way of life?
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Challenges at a glance
•It depends… •Buzzwords not embraced •The Gen… problem •Hard factor, soft factor dilemma •Dysfunctional structure
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The Racoon Content Driven Process
Content
Infrastructure
OrganisationCampaigning Community Transformed
Mindset
ToolsetCulture
Relationship driven
Purpose driven
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Let’s lift the treasure
MATCH
GAIN CREATORS
PAIN RELIEVERS
PRODUCTS & SERVICES
GAINS
PAINS
CUSTOMER JOBS
CUSTOMER PROFILEVALUE MAPContent
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Team Management System as a solid base for collaboration
Organisation
78%
115%78%
92%
108%
117%
128%84%
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Communication internally / externally
Campaigning
•Slack
•Notice board
•Intranet - only if it’s a vivid channel
• internal Blog
•Newsletter
•Message from the CEO
Internal External
•Owned Channels / Social Channels
•Targeted Ads / Growth Hacking
•Cooperations
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The Racoon Content Driven Process
Content
Infrastructure
OrganisationCampaigning Community Transformed
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The Racoon Organisational Driven Process
Content
Infrastructure
Organisation CampaigningCommunity Transformed
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PEOPLE DRIVE BUSINESS. Business DRIVES Content.
CONTENT DRIVES COMMUNITIES. COMMUNITIES DRIVE Organisations. Organisations DRIVE Technology.
Technology DRIVEs PEOPLE. People DRIVE Transformation.
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YOU DRIVE.Sense the topics that resonate
Shift Mindsets Embrace Toolsets Nurture Culture
Build strong Relationships Boost Awareness
Never stop asking WHY
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