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
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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…