WISDOM WORKERS& T H E D I G I T A L T R A N S F O R M A T I O N

“inventing the shipwreck” - Paul Virilio

a funny thing happened on the way to the digital transformation…

part 1.

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ENHANCE

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THE DIGITAL TRANSFORMATION

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EWHERE DID OURE-BUSINESSCZAR GO?

“most CEO’s see the value of

appointing an e-business czar -

an executive to create and oversee

the enterprise e-business strategy.

It’s a transient figure, lasting no

more than 24 months. ”

INFOWORLD, 2001

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we digitized the analog world

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the content technology revolution was realized at the expense of the value of content itself…

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your future does not lie in managing copy, or content or using software to fit current business needs…

…it will be in your ability to wisely reinvent the business focusing on NEW customer experiences…

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34%don’t have all the toolsAND don’t fully utilizethe ones they have

8%Fully utilized

mar-tech stack

25%all the toolsbut not fully

utilized

33%don’t have all toolsbut fully utilize what

we have

http://chiefmartec.com/2015/08/9-marketers-complete-fully-utilized-martech-stack/

TECHNOLOGYWILL SAVE THE DAY

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The Right Technology In Place To Manage Content Marketing Efforts

Digital Content Marketing TechICC 2017 Content Strategy Study

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Better use tech

Build content strategy

Map customer journey

Artificial Intelligence

Develop workflows

Management buy-in

Set up content team

0 17.5 35 52.5 70

GREATEST EDUCATIONAL NEEDSREGARDING CONTENT MANAGEMENT

Digital Content Marketing TechICC 2017 Content Strategy Study

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MARKETERS ARE CONFIDENT?

KANTAR VERMEER / AMA 2017 MARKETING CONFIDENCE STUDY

SO WHAT ARE WE SO CONFIDENT ABOUT?

-6% -5% -13% -11%HAVE THE RIGHTCAPABILITIES?

DOING THERIGHT THINGSFOR GROWTH

INVEST IN CUSTOMERS THAT

MATTER

WE UNDERSTANDROI

-8%HAVE THE

RIGHT OPERATING MODEL

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Technology

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algorithms, automation, and ai, oh my!

this is where content & marketing is…

thoughtful strategy has given way to execution. creative insight has given way to failing fast.

innovation has given way to acceptable inefficiency.

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the rise of the wisdom of stories and emotional data

part 2.

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data

clicks registrations form fills email addresses page views social posts likes followers shares

user session traffic source adwords platform or device system content grouping site speed app tracking event tracking sale time on site

bounce rate clickthrough rate open rate subscriber name, email title address

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Emotional DataGiven vs. Gathered

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Example… Poll Survey…

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

TopicA TopicB TopicC TopicD

0

1

2

3

4

5

6

TopicA TopicB TopicC TopicD

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what does this mean? it means we’re in this together

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“facts are commodities”

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“the knowledge worker” 1957-2017

“the wisdom worker” 2017 -

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“street smarts”

the “power of judging rightly and creating the soundest course of action, based on

knowledge, experience, understanding, etc.” (Webster’s New World College

Dictionary, 1997, p. 1533).

“wisdom”

content is invented experience

technology canenable and scale emotional intelligence

&can you invent remarkable experiences

can you add YOUinto the experience

if you invent more meaningful questions

can you create more emotional data

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what do you really do?

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“invent shipwrecks”

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Believe IN THE SHIP.

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B

Lets go quietly and invent shipwrecks together!