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TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Douglas Pollei

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

November 8th Chicago, Illinois @ Catalyst Ranch

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Sharing Time1. The Innovative Organization2. The Lone Nut3. Absorption and the Artist/Scientist4. It is About How Your Start Your Day5. New Technologies Review6. Sometimes We Need to Be Kicked Into Shape7. Short Term Cynicism Hampers Us

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

HelloPleased to meet you.

Douglas Pollei. VP Internet Strategy and Corporate Development at IKANO Communications Inc. portfolio company of Insight Venture Partners NYC. Currently leading partnership with Google and assisting companies globally with cloud computing services. Strategic advisor on multi-channel digital strategy for mobile, social, and cloud based services.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Steven Johnson – Author of “Where Good Ideas Come From.”

1. The adjacent possible. 2. Liquid networks. 3. The slow hunch. 4. Serendipity. 5. Error. 6. Exaptation. 7. Platforms. http://www.youtube.com/watch?v=NugRZGDbPFU

The Innovative Organization

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Kevin Kelly – “What Technology Wants

What Technology Wants" is his book-long argument for the existence of a realm he calls the "technium," a sort of intellectual ecosystem that operates as if it were a sentient being.”

The Innovative Organization

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Derek Sivers: The first follower transforms a lone nut into a leader. If the leader is the flint, the first follower is the spark that makes the fire.http://www.youtube.com/watch?v=fW8amMCVAJQ&feature=player_embedded

The Lone Nut

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Absorption

Authors Conferences Mags and Rags

Internet History Coworkers

How do you assimilate ideas? What is your current absorption rate of new technologies and information?

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Art Science

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Tony HsiehIn 1999, at the age of 24, Tony Hsieh (pronounced Shay) sold LinkExchange, the company he co-founded, to Microsoft for $265 million. He then joined Zappos as an advisor and investor, and eventually became CEO, where he helped Zappos grow from almost no sales to over $1 billion in gross merchandise sales annually.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Example: Core Values

1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble

DELIVERING HAPPINESSA PATH TO PROFITS, PASSION, AND PURPOSETony Hsieh - Gas Pedal Super Genius July 2010

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Chip and Dan Heath

co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die, which has been a New York Times, Wall Street Journal, and Business Week bestseller.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Chip and Dan Heath

co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die, which has been a New York Times, Wall Street Journal, and Business Week bestseller.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Chip and Dan Heath

co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die, which has been a New York Times, Wall Street Journal, and Business Week bestseller.

DIRECT THE RIDER

FOLLOW THE BRIGHT SPOTS. SCRIPT THE CRITICAL MOVES. POINT TO THE DESTINATION. MOTIVATE THE ELEPHANT

FIND THE FEELING. SHRINK THE CHANGE. GROW YOUR PEOPLE.

SHAPE THE PATH

TWEAK THE ENVIRONMENT. RALLY THE HERD.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Internet analyst Mary Meeker from Morgan Stanley

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Technology AdvancesDriving the forces of change

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

EmergingTechnologyDiscussionDigital technologies are changing the consumer, the small business and the enterprise.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

• Geo-location services• Online security – how safe is the data• Cloud computing – the new cloud hosting trends• Crowd sourcing services and trends• Mobile Apps• The cloud OS • Digital Activism• Touch and wireless devices• Augmented Reality• The worth of data – data collection and data exhaust • Data overload – services helping to fix

Emerging Technologies

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

The big story is not the technology but how it transforms individuals and organizations

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE http://en.wikipedia.org/wiki/Hype_cycle

Hype Cycle - Gartner

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE http://en.wikipedia.org/wiki/Hype_cycle

Hype Cycle - Gartner

http://www.gartner.com/it/page.jsp?id=1447613

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Cloud ComputingMobileGeo Location

Discussion Topics

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Cloud FlavorsSaaS – Software as a service

PaaS – Platform as a service

IaaS – Infrastructure as a service

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Hybrid Clouds

Public CloudsFederation & Choice

Private Clouds

Virtacore Cloud Vision

vCore InfrastructureVirtacore developing unique Cloud services in partnership with VMware

Cloud Solutions for Enterprise

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

What made the cloud evolution possible?

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Change #1 Redefining IT for Consumers

• Internet changes everything• Broadband changes everything• Mobile changes everything

• Geoffrey Moore – Google Atmosphere 2010

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Change #2 The Recession

• Companies wanting to save money• Companies looking to do more with less• Companies seeking to focus on revenue

related projects

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Today “The Cloud” Lives Inside Here

Massive data centers host social media services inside “clouds” powered by the following vendors.

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Server Capacity

20% Utilized80% Wasted

Storage Capacity Labor

35% Utilized65% Wasted

30% Business70% Upkeep

The Old Data Center

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Nicholas Carr

Nicholas Carr writes on the social, economic, and business implications of technology. He is the author of the 2008 Wall Street Journal bestseller The Big Switch: Rewiring the World, from Edison to Google, which is "widely considered to be the most influential book so far on the cloud computing movement,"

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Cloud ComputingMobileGeo Location

Discussion Topics

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

MIMADigital Technology Discussions

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

MOBILESERVERGender

Year of BirthIncome

Zip CodeLanguage OptionEmail (optional)

TEXT “KLEENEX” TO:12345

TO RECEIVE…or

TEXT “KLEENEX” TO:12345

TO RECEIVE…

The Mobile Apps

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

“The online health-information environment is going mobile. 17% of cell phone users have used their phone to look up health or medical information and 9% have software applications or "apps" on their phones that help them track or manage their health.”http://pewinternet.org/Reports/2010/Mobile-Health-2010.aspx

Mobile and Health Care

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Cloud ComputingMobileGeo Location

Discussion Topics

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Geo Location Services

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Mobile and Geo-Location

Altimeter Group: http://www.slideshare.net/loracecere/rise-of-socialcommercefinal

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

• 7% of adults who go online with their mobile phone use a location-based service.• 8% of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.• 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).• 6% of online men use a location-based service such as Foursquare or Gowalla, compared with 3% of online women.http://www.pewinternet.org/Reports/2010/Location-based-services.aspx

Mobile and Geo-Location

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

•Compared with a similar point in 2009, cell phone owners are now more likely to use their mobile phones to:•Take pictures—76% now do this, up from 66% in April 2009•Send or receive text messages—72% vs. 65%•Access the internet—38% vs. 25%•Play games—34% vs. 27%•Send or receive email—34% vs. 25%•Record a video—34% vs. 19%•Play music—33% vs. 21%•Send or receive instant messages—30% vs. 20%

http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx

Mobile and Geo-Location

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Sometimes We Need to Be Kicked Into Shape

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

Short Term Cynicism Hampers UsLet’s sample some of the early reaction:

• Christopher Dawson asks what’s in it for Google?• MG Siegler at TechCrunch asks how will Google’s robot car make money?• Silicon Alley Insider’s Henry Blodget is a bit more direct. Why is Google goofing around with robot cars in the first place?• Michael Arrington rants that Google did the robot car because it can. • Robert Scoble notes the same thing. Given the perilous state of R&D in the U.S. we need to flip our thinking.

http://m.zdnet.com/blog/btl/r-d-short-term-focus-cynicism-hampers-us/40224

TECHNOLOGY AND THE TRANSFORMATION OF THE MARKETING PRACTICE

FeedbackBreakout Session: What do you think of the topics discussed so far this morning? Where are your organization’s opportunities?