trends, technology and the technology infused leader - scott klososky, future point of view

Welcome to the

AdVenture Marketing Conference!

#NAEDAdVenture12Monday, August 20, 12

Sponsored by

#NAEDAdVenture12Monday, August 20, 12

Trends,Technology

and theTechnology

Infused Leader

“If you don’t like change, you are going to hate extinction.” -‐-‐-‐ Ross Shaffer

Monday, August 20, 12

Trends,Technology

and theTechnology

Infused Leader

“If you don’t like change, you are going to hate extinction.” -‐-‐-‐ Ross Shaffer

We are in a technology explosion

and speeding up...

It is pervading nearly every facet of our lives

“A rock pile ceases to be a rock pile the moment a single person contemplates it, bearing within them the image of a cathedral.”

Antoine De Saint-Exupery

“A rock pile ceases to be a rock pile the moment a single person contemplates it, bearing within them the image of a cathedral.”

Antoine De Saint-Exupery

Intellectual growth comes from the combination of:

Curiosity, Investigation, and Experimentation...

PC’s liberated computing power to the masses

The Internet provided a delivery system and information storage platform

Social Technologies connect people and organizations in completely new ways

Dead Leaders Walking

I am already successful so don’t need to learn about new technologies

Technology is not so critical thatI need to learn about it personally

Besides, whatever I don’t alreadyknow, I can just outsource

Technology is not so critical thatI need to learn about it personally

Model for Organizational Prosperity

High Beam Leadership

High Beam

Leadership

Adap0ve Culture High Beam

Leadership Adap0ve

Culture+

Adap0ve Culture

Digital Marke0ng

High Beam

Leadership

DigitalMarke0ng

Adap0ve

Culture+

Adap0ve Culture

Digital Marke0ng

Digital Plumbing

High Beam

Leadership

DigitalPlumbing

DigitalMarke0ng

Adap0ve

Culture+

Adap0ve Culture

Digital Marke0ng

Digital Plumbing

High Beam

Leadership

DigitalPlumbing

DigitalMarke0ng

Adap0ve

Culture

Business

Intelligence

BI and Big Data

Adap0ve Culture

Digital Marke0ng

Digital Plumbing

2 Year Tech Lead

Two Year

Tech Lead

High Beam

Leadership

DigitalPlumbing

DigitalMarke0ng

Adap0ve

Culture

Business

Intelligence

BI and Big Data

Adap0ve Culture

Digital Marke0ng

Digital Plumbing

Winning

2 Year Tech Lead

Long TermOrganiza0onalProsperity

Two Year

Tech Lead

High Beam

Leadership

DigitalPlumbing

DigitalMarke0ng

Adap0ve

Culture

Business

Intelligence

BI and Big Data

Uncertainty vs. AmbiguityUncertainty is when you have defined the variable, but are unsure of its value. Like rolling a dice - you know it will come up to be one of six numbers. Ambiguity is when you are not even certain of the variables...

In an economic world of ambiguity, adaptability is at a premium - in order to have market leading adaptability, you must have market leading digital plumbing.

12 MONTH VIEW

Low Beam Leadership

Focus on monthly results Execution focused Ignorance of trends Avoid change No future investments

12 MONTH VIEW

5 t o 1 0 Y E A R V I E W

Low Beam Leadership

High VQ (Vision Intelligence)

Trend Analysis Willing to experiment Predictive analysis

12 MONTH VIEW

Low Beam Leadership

12 MONTH VIEW

Low Beam Leadership

12 MONTH VIEW

Low Beam Leadership

Digital Plumbing - DefinedA foundation of hardware, software, and networks, connected in order to capture, flow, store, and analyze data to support the mission of an organization.

Technology and Connection

Connected Organizations

Web 1.0eCommerce

Connected People

Web 1.0

Web 2.0

eCommerce

Social Tech

Connected People

Connected Devices

Web 1.0

Web 2.0

Web 3.0

eCommerce

Social Tech

PervasiveComputing

Connected People

Connected Devices

Connected Intelligences

Web 1.0

Web 2.0

Web 3.0

Web 4.0

eCommerce

Social Tech

PervasiveComputing

AugmentedThinking

Connected People

Connected Devices

Connected Intelligences

Web 1.0

Web 2.0

Web 3.0

Web 4.0

eCommerce

Social Tech

PervasiveComputing

AugmentedThinking

The Internet of Organizations

The Internet of Individuals

The Internet of Things

The Internet of Intelligences

Marketing is now heavily electronic, personal, and measurable

One to One Digital Marketing

Measurements

Traffic

Mobile Apps

Social Technology

Web Properties

Measurements

Traffic

Mobile Apps

Social Technology

Web Properties

Measurements

Traffic

Mobile Apps

Social Technology

Web Properties

Measurements

Traffic!Mo

Mobile Apps

Social Technology

Web Properties

Measurements !Tr

Traffic

Mobile Apps

Social Technology

Web Properties

Measurements

Traffic

Mobile Apps

Social Technology

Web Properties

Web 2.0 Big Picture

Social Technologies Social Relevance Social Media Social Networking

Social Business Social Recruiting SocialCRM

Vocabulary

Web 2.0 Big Picture

CloudInfrastructure that supports the ability to provide Web based apps

MobileConnections 24/7Instant problem resolutionInstant access to info

Foundations

Vocabulary

Web 2.0 Big Picture

HumanityPeople are increasingly hungry to connect to each other broadly and in real time

OrganizationsDramatic changes in:

How they communicate How they sell How work gets done

Foundations

Outcomes

Vocabulary

Web 2.0 Big Picture

HumanityPeople are increasingly hungry to connect to each other broadly and in real time

OrganizationsDramatic changes in:

How they communicate How they sell How work gets done

Foundations

Outcomes

VocabularySocial

Frictionless Communication

The ability to communicate with one person, or millions with the press of a button - anywhere in

the world, and for free - is game changing...

It has brought us Citizen Journalism and the Organizational Voice

The ability to communicate with one person, or millions with the press of a button - anywhere in

the world, and for free - is game changing...

It has brought us Citizen Journalism and the Organizational Voice

Organizational Voice Channels

Blogging - Perfect for delivering opinions, deeper levels of information, no more than once a day

Twitter - Best for streams of information, links, multiple posts in one day and time sensitive information

Facebook - Works well with consumer products, creating conversations with constituents, multiple daily

posts, and now campaigns and ecommerce

Podcasts - Includes audio & video and is perfect for daily or weekly reports where subscribers want to

passively view or listen

Social Net “Working”

The ability to use social tools to build and nurture your human network is a powerful new capability. Sadly, most people are wasting this opportunity...

Social Net “Working”

The ability to use social tools to build and nurture your human network is a powerful new capability. Sadly, most people are wasting this opportunity...

The Recommendation Economy

Organizations now live and die by their Net Promoter Scores. This paradigm states there is only one question that really matters...

Online Reputation Management

Personal Reputation

Institutional Reputation

Personal Reputation

Product Reputation

Personal Reputation

Product Reputation

Personal Reputation

Product Reputation

Personal Reputation

Product Reputation

Personal Reputation

Product Reputation

TheSpeed

ofTrust

A New Customer Profile

Search savvy - from any device

Motivated by online recommendations

Will use social tools to rate or review services and products - positively or negatively

Want to do business with organizations that support the world

Are quite impatient with poor performance

Are fine providing information that improves commercial relationships

Customer Intelligence

1. The company with the best customer data has the edge in marketing

2. Organizations must build trust based or value based relationships

3. It is now possible to harvest public information on customers through social profiles

4. It is now possible to monitor customer conversations and look for buying signals

The Outboard Brain

It stores small bits of information that we traditionally used to memorize

The Outboard Brain

It is the first place that most people go to solve the many problems each day

The Outboard Brain

It now provides access to a huge base of knowledge provided on the Internet

The Outboard Brain

It now provides access to a huge base of knowledge provided on the Internet

Tablets and Handhelds

Reorganizes what we can do with our brainpower by eliminating certain tasks

Increases our productivity through availability and speed to connections and information

Allows us to learn faster - to digest large amounts of information in new ways

BYOD/CYOD - Your Policy?

Will it make users happy?

Will it increase productivity?

Will it save money?

Can it save desktop support hours?

Can security be controlled?

Business Intelligence/Big Data

The Power of the Data Driven OrganizationData is now part of the lifeblood of an organization. It can give you visibility you have never had, to make better decisions than you have ever made...

It’s All About Visibility

Business Intelligence Changes AwarenessUntil we accept that we know very little, we will not seek to know that which we cannot see today...

If we have data, let’s look at data. If all we have is opinions, let’s go with mine

Jim Barksdale

A Technology Arms Race

Consistently applying valuable technology concepts earlier wins market share

Everyone will have the same tools so adding creative uses is key

New technology concepts can completelychange the battlefield = winners & losers

Discuss with your group how well you are doing - or not doing - with using data as a weapon...

StrongDigital

Plumbing

Your Organization

WeakDigitalPlumbing

Your Organization

A Foundation of Enablement

Speeds the flow of information

Enables analytical visibility

Tightens customer relationships

Lowers operating costs

Modern Digital Plumbing Architecture

Communications Layer

Hardware Layer

Database Layer

Hardware Layer

Database Layer

Application Layer

Hardware Layer

Database Layer

Application Layer

Business Intelligence Layer

Hardware Layer

Database Layer

Application Layer

The Operation of the Organization

Hardware Layer

Database Layer

Application Layer

The Operation of the Organization

Do a search to learn who won the polka dot jersey in the 2005 Tour de France.

Then list every single piece of hardware and software that went into that search in order...

The DIKW Chain

Information Time Horizons

The Past(Forensic)

The Present(Real Time)

The Past(Forensic)

The Present(Real Time)

The Future(Predictive)

Data collected on a car in 1990There was no data collected because there was not a computer on board...

Data collected on cars todayThe modern vehicles today have On Star, onboard GPS, engine computers, tracking devices like MyRate by Progressive, and even black boxes like airplanes. That data can be accessed from outside the vehicle whether you understand this - or not...

The Consequences of Small Data

Lack of visibility into trends & analyticsleads to poor decisions

Poor decisions lowers profitability,which robs resources to grow

Competitors with better BI takemarket share

Thought Exercise

List all the data a school could capture on students in order to improve education. Then imagine the analytics that could be created and used to personalize learning for each student.

One to One Learning

Drastic grade changes - more than 2 grades in a semester Class size impact - student level and overall class performance Male vs. Female teacher impact on students grade Annual grade patterns - looking for patterns by student Attendance patterns - looking for patterns by student Single parent vs. dual - looking for patterns by student Latchkey kids and their performance against peers Clubs joined by student vs. grades Sports participation by students and grade impacts Class Length and the impact on grades - by student Bus usage vs. drop off - looking for patterns by student Teacher ratings by parents and students Grades against course types by student Student purchases at cafeteria & correlation to performance Homework volume vs. grades State testing grades vs. class grades in same subject Learning styles vs. courses and teachers

Data Driven Organization

Gathers a much larger database of information than their competitors

Constantly searches for new analytics, trends, anomalies

Uses the understood data to make betterdecisions, or provide more value

Crowd Dynamics Erupting

Getting Results From Crowdsby Ross Dawson and Steve Bynghall

Excerpted from Note: examples only, see website for full list of crowdsourcing servicesFor definitions, analysis, free book chapters, and other crowdsourcing resources go to:

www.resultsfromcrowds.com

Crowdsourcing landscape Beta v2

LABOR POOLS CONTRIBUTION

Non-profit

PlatformsMedia and content

Marketplaces

Crowd services

CROWDSOURCING

EQUITYCROWDFUNDING

MICROTASKS

INNOVATION PRIZES

SERVICE MARKETPLACES

INNOVATION MARKETS

CROWDFUNDING

CONTENT

KNOWLEDGE SHARING

PREDICTION MARKETS

COMPETITIONMARKETS

IDEA MANAGEMENT

CROWD PLATFORMS

CROWD VENTURES

MANAGED CROWDS

Content and product markets

SCIENCE

CITIZENENGAGEMENT

CROWD PROCESS

CROWD DESIGN

CONTENT MARKETS

Crowdsourcing

The Wisdom of Crowds

Crowd Funding

Crowdvertising

Crowdsolving

Crowd Accelerated Innovation

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowd Accelerated InnovationGetting Results From Crowds

by Ross Dawson and Steve Bynghall

Non-profit

Marketplaces

Crowd services

CROWDSOURCING

EQUITYCROWDFUNDING

MICROTASKS

INNOVATION PRIZES

INNOVATION MARKETS

CROWDFUNDING

CONTENT

KNOWLEDGE SHARING

PREDICTION MARKETS

COMPETITIONMARKETS

IDEA MANAGEMENT

CROWD PLATFORMS

CROWD VENTURES

MANAGED CROWDS

SCIENCE

CITIZENENGAGEMENT

CROWD PROCESS

CROWD DESIGN

CONTENT MARKETS

Getting Results From Crowdsby Ross Dawson and Steve Bynghall

Non-profit

Marketplaces

Crowd services

CROWDSOURCING

EQUITYCROWDFUNDING

MICROTASKS

INNOVATION PRIZES

INNOVATION MARKETS

CROWDFUNDING

CONTENT

KNOWLEDGE SHARING

PREDICTION MARKETS

COMPETITIONMARKETS

IDEA MANAGEMENT

CROWD PLATFORMS

CROWD VENTURES

MANAGED CROWDS

SCIENCE

CITIZENENGAGEMENT

CROWD PROCESS

CROWD DESIGN

CONTENT MARKETS

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Crowdsourcing

Crowd Funding

Crowdvertising

Crowdsolving

Discuss at your tables the possible ways to use crowd dynamics to get work done cheaper, faster & better.

Organizational Culture

can be defined as an

entity’s system of

shared values, beliefs,

philosophies, behavioral

norms, assumptions

and folklore.

Creating Fertile Ground

Involve People Early – Can you really be surprised that people will not accept change they do not feel invested in because it is dictated to them before they are sold on it?

Nurture a Culture that Accepts Rapid Change - People do not actually hate change, they dislike the feeling of destabilization from change they do not understand, or that comes at a speed that is disorienting

Leadership Support – People are heavily influenced by what a leaders does, and what they support. It is tough to win with social tools if it is always built from the bottom up

Sell the Outcomes – Change is easier when people are clear on the positive outcomes and they clearly see the benefits to them personally - or the organization

What steps should you be taking in order to better create a culture that adapts with velocity to the use of new tools?

Acceptance of technologystarvation is tantamount toleadership treason....

To get a copy of this presentation, give mea business card.

trends, technology and the technology infused leader - scott klososky, future point of view

Technology

technology infused space spreads

cinnamon infused products

2019 education brochure - future point of view · gaining a...

career – infused adult education · career infused adult...

leading in disruption: navigating the digital...

infused with greatness

creating differentiated learning experiences through...

information and communication technology (ict) … plan...

argan infused heated volume brush product sheet · your...

traditional & technology infused foldables for the foreign...

the identity-infused enterprise

technology infused lesson

responsible manufacturer ...the choice is clear when...

the reality of technology infused learning

developing technology-infused interdisciplinary thematic...

technology-infused creative writing program: six nets-s...

mc2012 scott klososky presentation

technology-infused marketing platform

making cinnamon infused wear

booklet infused water_8april2016