inbound marketing summit - world war c: how to survive and thrive in a world of fast moving...
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CWORLD WARHow to Survive and Thrive in a World of Fast Moving Consumers
CWORLD WARHow 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 zombiesdoubles about every 5.8 years
Brad’s Law
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MPH
153 616 324, ,
18Source: BI Intelligence
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The viral inf(l)ection point
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A cycle of ubiquitous content consumption
@tim_walters
39Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
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CWORLD WARHow 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.”
CMOFortune 500 CPG
Company
They’re notunaware.
They’re justwrong.
Fear not, the marketing hipster!
Most organizations are siloedNow 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
WebsiteContentSEO
TrafficSEOLeads
FacebookTwitterLI
LikesFollowers
TwitterCRMCommunity
TVRADIOStrategy
????
BlogEmailContent
We’reworkingon it
PressNewsroom
EarnedMediaNot
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.
CWORLD WARHow 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.”
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
Larry Downes: Run
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“Ready or not, your only solution will be to becomea digital disruptor.”
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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UnwelcomeUnaffordable
UndoableDeath by invasive surgery
UnobtainableUnsustainable
StaticUnresponsiveNon-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.”
Emile Simpson – Narrate
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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
Surviving and thriving with VUCA
CWORLD WARHow to Survive and Thrive in a World of Fast Moving Consumers
Marketing shot to the head…
data in hand is used to optimizetransactions - 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 ComstockCMO, GE
Jonathan MildenhallVP, Worldwide
CreativeCoca Cola
Jonathan MildenhallVP, Worldwide
CreativeCoca 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
CWORLD WARHow to Survive and Thrive in a World of Fast Moving Consumers
@Robert_Rose@Tim_Walters
Thanks…
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