four ideas to drive your business success presentation to: west virginia chapter of the public...
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Four Ideas to Drive Your Business Success
Presentation to:West Virginia Chapter of thePublic Relations Society of AmericaNovember 17, 2010
Four Drivers of GH Business Success
Issue Waves Story Telling Specialization Social Media and Digital Activation
“Riding the Issue Waves”
“… organizations need more than just vision. They need . . . vision that can differentiate between salient elements and the ‘background noise’ . . .
Fariborz Ghadar, Erik PetersonGlobal Tectonics, What Every Business Needs To Know
Six Global Issue WavesGlobal Economic Re-alignment
Health & Nutrition
Sustainability
Food
Infrastructure
Longevity
Democratization of Communications
Global Re-alignment
Global Economic Re-alignment
No surprise - China and Asia account for a larger portion of global GDP . . .
Top 30 Global Economic PowersOf the world’s 100 largest economies, 51 MNC’s, 49 are countries
Rank Country/Corporation GDP/Sales ($MM) Rank Country/Corporation GDP/Sales ($MM)
1 United States 8,708,870 16 Russian Fed. 375,345
2 Japan 4,395,083 17 Argentina 281,942
3 Germany 2,081,202 18 Switzerland 260,299
4 France 1,410,262 19 Belgium 245,706
5 United Kingdom 1,373,612 20 Sweden 226,388
6 Italy 1,149,958 21 Austria 208,949
7 China 1,149,814 22 Turkey 188,374
8 Brazil 760,345 23 General Motors 176,558
9 Canada 612,049 24 Denmark 174,363
10 Spain 562,245 25 Wal-Mart 166,809
11 Mexico 474,951 26 Exxon Mobil 163,881
12 India 459,765 27 Ford Motor 162,558
13 Korea, Rep. 406,940 28 DaimlerChrysler 159,985
14 Australia 389,691 29 Poland 154,146
15 Netherlands 384,766 30 Norway 145,449
The Power of This Market
20% devalue in Yuan
$150 billion increase in US exports
1 million US jobs
Health & Nutrition
Health is Currently Driven by Access to Care and Costs
By 2025, the global population will rise from current 6.35 billion to 7.8 billion
— an increase nearly 25%.
Population Health Has New Factors
By 2020, 1 in 5 health care $$$ spent on people 50-69 could be
consumed by obesity-related medical problems.
By 2020, health care spending will consume 21% of GDP in U.S., 16% of GDP in other OECD countries.
Over the past 5 years, government spending worldwide on Pandemic Flu has more than tripled — from $2.2B in 2004 to $7B in 2009. It is projected to reach almost $10B by 2015.
Global HIT market is estimated to be $53.8 billion in 2014.
The State of Chinese Health
• 30 percent of Chinese adults are overweight or obese. • 92 million Chinese people have type 2 diabetes. 500
million Chinese might develop the disease by 2030. • Nearly 20% of Chinese adults now suffer from
hypertension.• Cardiovascular disease in China will increase by more
than 50 percent between 2010 and 2030.• 30% of the population continues to smoke, and this
figure is growing. • The incidence of cancer is rising at around 30% per
decade.
SustainabilityClimate, Energy, Water
Sustainability
Increasing water scarcityTransitioning to ‘clean energy’Consensus on climate change?Steady uptick in concern about chemicals in
consumer productsMore companies taking action to make their
supply chain greener / respond to consumer demand
Energy & Climate Change
Energy & Climate Change
• Global demand growth • Growing energy security concerns
– Increasing global competition– Production further from demand
• Race for global leadership• Climate change concerns• Huge investment needed
– $37 trillion by 2030: IEA
Energy & Climate Forecast
• Climate policy uncertainty• Transition to low-carbon sources• Periods of high price volatility• Policymakers continue to look for ways to pay up front costs
of technology• In U.S., push for efficiency, renewable energy, smart grid,
nuclear– Will natural gas be anointed?
• Will/ can China become the clean energy leader?
Food
19
Food Insecure
Growth of Agricultural Production: 1997-2007
An estimated 1 billion adults worldwide reported not having enough money at times to buy the food they or their families needed. A disproportionate
percentage of people in sub-Saharan Africa are affected.
Transportation & Infrastructure
Transportation & Infrastructure
• Aging roads, bridges, rails, water systems in U.S. – many projects deferred over the years
• Need for massive build out in Asia• Infrastructure modernization needed• Governments investing heavily
• Estimates: $35T-$40T globally by 2030
• Belief U.S. funding needs to be substantial and sustainable
T&I Forecast• Continued boom in government spending
• Asia seen spending $400B per year; Europe $205B/yr., North America, $180B/yr.
• More emphasis on rail• In U.S., high speed rail test bed projects• More urban to urban connections will be made with
future investments
Longevity
Longevity• Worldwide, there are currently more than 600 million
people over age 60. By the year 2050, that number will increase to almost 2 billion, roughly 20 percent of the world population at that time.
• By 2050, there will be more people over age 60 than there will be under age 15, for the first time in history.
• The global financial collapse has wiped out trillions of dollars in value of retirement funds, pensions and equity, causing retirees and boomers to rethink retirement and work options.
In China
2000- 605 million > 602050- 2 billion > 60
20% of the population
The Singletons: China’s 4 – 2 – 1 problem
28
Democratization of Communications
Democratization of Communication
Because of social media . . . – Instantaneous
dialogue and organizing
– A chemical spill doesn’t happen in isolation
– Greater political instability
Empowered Consumers
The Discipline of Story Telling
Setting Characters Motivation Inspiration Dialogue Plot Resolution
Assets Barriers
Drivers Imperatives
SpecializationNew Tools of Our Trade
Magazines
52
CGM
68
Experiential
57
Dedicated Online
65
Radio
49
Newspapers
53
Television
54
Level of Trust
Very Strong Soft
DC Elites
•Social Groups
•Local Festivals
•Farmer’s Market
•LA Times
•SF Chronicle
•MSNBC.com
•HumaneSociety.org
•PETA.org
•FoodNetwork.com
•Greenpeace.org
•SeriousEats.com
•DailyWD
•Delish.com
•MyWoodenSpoon.com
•Shine
•Epicurious•Yelp
36
Social Media and Digital Activation
The Digital CampfireThe FireYour Social Story
The Inner Circle/Online InfluencersGets and shares the whole story first
Middle CircleSpreads parts of your story most relevant to them
4
1
3
2
4Outer Circle/Entire Audience Adds to your story, shares it and adds their own opinions
Social st
ory
WOM
38
Listening Tools
39
Who Are the Influencers?BloggersTweetersFacebook/MySpace
AdminsYouTube PublishersDiscussion Forum
AdminsContent Aggregators
Participants
GolinHarris
In-house Comms
Experts
5
5%
15%
80%
41
Where to Participate
TwitterFacebook fan/group pagesLinkedIn discussion groupsInfluential blogs
– HuffingtonPost.com– Politico.com
Online news sites– WSJ.com– Economist.com
Topical discussion boards
41
42
1: Set-up Digital Foundation2: Extend to Social Networks3: Raise Awareness via PR4: Promote, Promote, Promote5: Engage Audiences
Leading
43
Putting it All Together
QWhat was the tipping point for demonstrating the value of social media in driving a desired action?
A Obama for President
45
Public Profiles
Personal pages– Drives behavioral targeting– Connects community– Events and activity– Empowers supporters to help raise
awareness online
46
Facilitating Connection
47
BarackTV
Branded media playerPortable content
– RSS feeds (subscribe)– Embed codes– Email forwards– Blogger tools
49
Extended to MySpace
50
Extended to Flickr
Virtual photo essayNod to bloggers
– Official source for photos
Creative commons license– Free to use for non-commercial– Free to share for like-use
50
51
Extended to YouTube
Leverages the enormouspopularity and capabilitiesof the YouTube platform
easy to… discovershare or emailtag and searchblog or postrank and rate make comments
52
Extended to Mobile
53 Source: Compete, Inc.
Margin
Face Time Share 78% 21% 4:1
Website Visitors 2.01 Million 1.05 Million 2:1
WikiPedia Entry Readers
280,000 62,000 4:1
Hours Spent on YouTube Channel
539,000 53,100 10:1
Money Raised in March
40 Million 20 Million 2:0
The Results
