nextdc - craig rispin, futurist keynote 2 july 2015
TRANSCRIPT
Craig Rispin CSP
People
Business Technology
Life SciencesWork/Life Shift A
cceleration
Age Wave
Education Re-Engineering
Global Nomads
Free Agency
End ofRetirement
Emerging Models
SharingEconomy
MarketingMegatrend
TrustEconomy
Machine Learning
Cloud Computing
SecurityScare
Coworking &Collaboration
Massively Mobile
Internet ofThings
Big Data
“Craig we’ve seen more change in the last 3 years
than in the last 30.”
A.T. Kearney Studied Why Strategic Planning Sessions Tend to Fail...
Strategy Formulation What Goes Wrong?
Lack Of Understanding Of Future Trends (88%)
Little Understanding Of Internal Capabilities (87%)
Too Much Top-down Approach (84%)
Not Enough Logical Thinking (84%)
Technology Changes Exponentially
People Think Linearly
Did You Know - That in 2028?
Video Discussion
Discuss with a Partner:
What Did You Find Most Interesting in the Video?
We’re Living in a World of Exponential Change
Where iPhones are More Valuable Than Oil
And 100 Companies are Valued at More Than
$1Billion
That Haven’t Even Publicly Listed Yet...
Who is Your Startup Liaison Officer?
How Can You Keep Up with Exponential
Change?
Disruptive Change for Data Centres
IDC Data Center Opportunities:
8.7M Data Centers by ’171.94 Billion Square Feet ’18
DCIM Plays a Crucial Role
Data Centre Threats/Opps:Cyber Security
Internet of ThingsSilicon Photonics
Differentiation
The Internet of Things:50 Billion Devices
by 2020?
MWC IoT: 50 Billion Is Only the Beginning!
What Year Does the Number of Devices on
the Internet Exceed Number of People?
2006
Personal Health Monitoring
Patient Monitoring Device...
Ultra-Sensitive Electrical Biosensor Unlocks Potential for Instant Diagnostic Devices
Source: University of California, Santa Barbara April 17, 2012
Confidential and Proprietary space150 ©2013
iBeacon was created to enable your phone to do things when you’re
close to a specific location
like alert you when you’re in front of this Apple Store
image source: Apple
V2V (M2M): Connected Cars
V2V: Will Be Mandated in All New Vehicles by
2018
Big Data:Data Scientists & Visualizations
Meet David McCandless:
What’s This a Chart of?
It’s the Facebook Breakup Chart
Do You Hadoop?
Machine Learning
Final Jeopardy?
Reaching Global Executives:12Megatrends in B2B Marketing
sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
Thought Leadership Marketing –Tops for Marketers & Buyers
� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
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75%
Case Study of CFPCreated His Thought Leader Master Message:“Will Your Money Last as Long as You Will?”Researched Longevity Conferences, Dates, Organiser Details, # of Delegates Using ElanceDetermined There Were 50 Conferences per Year, with an Average of 350 Delegates - 17,500 LeadsUsed Fiverr to Create PowerPoint Template and Presentation Flyer LayoutHired On-Demand VA Service to Market and Answer Requests to Speak
Thought'Leadership'Marketing'Toolkit
Trust Economy
1 Billion Names are Googled
Every Day
There Are No More Blind
Dates...
...Especially in Business
SEO is Dead (or Dying)Paid Placement &Social Proof Rules
Online Reputation Managment
(ORM)
Massively Mobile
How Big is Mobile Today?
7B People in the World
6.8B Mobile Subscribers
1.5B 3G/LTE Subscribers
1.9 Billion Mobiles Sold in 2014
97%Phones per 100 Citizens
How Many Mobile Internet Devices in Your House?
This is Leading Many Organisations to Have a
‘Mobile First Policy’...
Smart TVs
Wearables
The Future of Mobile is Massive!
This is Leading Many Organisations to Have a
‘Mobile First Policy’...