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

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1968 2013

Batter Up!

Holy Shit!

Rule #1: Cardio

Time

Thre

at

Dawn of the Dead 2

26 Days Later

Zombieland

World War Z

Night of the Living Dead

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NO

YES

Zombies = Moore’s Law?

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The speed of zombies doubles about every 5.8 years

Brad’s Law

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M P H

1 5 3 6 1 6 3 2 4 , ,

18 Source: BI Intelligence

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The viral inf(l)ection point

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A cycle of ubiquitous content consumption

@tim_walters

39 Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.

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

But what about marketing?

Text

We can skip this part, right?

Growth, fragmentation, multiple channels...

The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.

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.”

CMO Fortune 500 CPG Company

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.

WEB SOCIAL CRM BRAND EMKTG PR

Website Content SEO

Traffic SEO Leads

Facebook Twitter LI

Likes Followers

Twitter CRM Community

TV RADIO Strategy

????

Blog Email Content We’re working on it

Press Newsroom

Earned Media

Not

Fortune 500 Insurance Company

Re-aligned content engagement as centralizing force New roles across each team Centralized content strategy Measurement aligned for content, not teams.

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

How To Survive The Attack!

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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.”

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Clayton Christensen: Reinvent

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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

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Larry Downes: Run

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“Ready or not, your only solution will be to become a digital disruptor.”

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James McQuivey: Convert

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“If you are in the path of a disruptive technology you are toast.”

Tom Foremski: Die

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Unwelcome Unaffordable

Undoable Death by invasive surgery

Unobtainable Unsustainable

Static Unresponsive Non-adaptable

Extinction-level event

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“The one certainty for anyone in the path of an

avalanche is that standing still is not an option”

– IPPR, 2013

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The viral inf(l)ection point(s)

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“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.”

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Emile Simpson – Narrate

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

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Surviving and thriving with VUCA

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 can come with time.

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 creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”

- Beth Comstock CMO, GE

Jonathan Mildenhall VP, Worldwide Creative

Coca Cola

Jonathan Mildenhall VP, Worldwide Creative

Coca Cola

What’s Your 10%? Tell Your Story It’s The Only Way To Avoid Becoming A Zombie

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

@Robert_Rose @Tim_Walters

Thanks…