c scape yang chunjiayi presentation / sciences po . digital innovation and change management 2013
DESCRIPTION
C Scape by Larry Kramer Presentation by Yang Chunjiayi Digital innovation and Change Management 2013 Sciences Po Paris .TRANSCRIPT
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Sciences Po EDC M2 Chunjiayi YANG
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WHO’S LARRY KRAMER? WHAT’S C-SCAPE? WHAT HAPPENS TO MARKETS? WHAT HAPPENS TO PRODUCTS? WHAT HAPPENS TO BUSINESSES?
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WHO’S LARRY KRAMER?
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CONSUMER CONTENT
YOU!
CURATION CONVERGENCE
WHAT’S C-SCAPE?
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WHAT HAPPENS TO…?
1. MARKETS 2. PRODUCTS 3. BUSINESSES
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WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading
“Consumers themselves are transforming. They walk into a retail locatioon knowing more about the products than the retail associates.”��
�-- John Ross, Home Depot
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WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading
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WHAT HAPPENS TO MARKETS? 1. Advertising Becomes “Content” 2. Talk With, Not At 3. Digital Mind-reading
“The marketing slogan that we use is ‘Find your customers before they search.’” -- Tim Kendall, Facebook
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1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts
WHAT HAPPENS TO PRODUCTS?
�!
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1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts
WHAT HAPPENS TO PRODUCTS?
• Limited areas • Professional design team • Evaluations and feedback
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1. Every Product is A Media Experience 2. They Choose, You Curate 3. Loyalty that Lasts
WHAT HAPPENS TO PRODUCTS?
“You can’t compensate with communication for your lack of product.”��
�-- Arnaud Deschamps, Nespresso
KEEP IT NEW!
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WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom
EXPERIENCE!
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WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom
EVERYONE CAN BE CONSUMER!
“My job is to sell the collection of the people who worked hard to make them. I go to Abercrombie or Ralph Lauren and I say: What service can I do for you? What inventory is left? I will give you the best service. I’ll take all you’ve got, and sell a high volume at cost price, so you don’t lose money.”��
�-- Jacques-Antoine Granjon, Vente Privée
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WHAT HAPPENS TO BUSINESSES? 1. Price the Experience, not the Product 2. Partner like a Start-up 3. The New Newsroom
• Provide news and informations • Feed underlying interests or concerns • Host larger conversations • Connect individually
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CONCLUSION
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• A book for entrepreneur rather than for marketer/communicator
• Classic but old examples • Change is the only constant • Embrace the future but keep calm CONCLUSION
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THANK YOU!Chunjiayi YANG