![Page 1: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/1.jpg)
@congbo
![Page 2: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/2.jpg)
THE GAP
@congbo
![Page 3: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/3.jpg)
"We cannot solve our problems with the same thinking we used when we created them."
- Albert einstein -
(stolen from the people at third wave berlin)
@congbo
THE GAP
![Page 4: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/4.jpg)
Applying a digital world view to the challengesand ambitions of complex organizations..
- stolen from Undercurrent.com -
![Page 5: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/5.jpg)
The communication industry is doing the same thing it has been doing for the last fifty years.
George Lois - advertising Paul Rand - design Bill Bernbach - public relations
@congbo
THE GAP
![Page 6: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/6.jpg)
what about the next fifty?
@congbo
THE GAP
![Page 7: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/7.jpg)
WIRED UK: If you had to list some industries right now that are in either a state of disruptive crisis or will be soon, what would they be?
Journalism, certainly, and publishing, broadly. Anything supported by advertising. That all of this is being disrupted is beyond question.
- Clayton Christensen, Professor of Business Administration at the Harvard Business School, Awarded the Number 1 Management Thinker in the World
@congbo
THE GAP
![Page 8: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/8.jpg)
Is technology changing people, or just our access to them?
@congbo
THE GAP
![Page 9: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/9.jpg)
@congbo
THE GAP
![Page 10: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/10.jpg)
...and technology does...
Image by Moff on Flickr.com
@congbo
THE GAP
![Page 11: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/11.jpg)
1. Business
THE CHANGING ROLE OF THE CMO
CUSTOMERCENTRICITY
NEW DEMAND PATTERNS
PRODUCTS AND BUSINESS DESIGN
![Page 12: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/12.jpg)
1a. The Changing role of the CMO
![Page 13: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/13.jpg)
@congbo
Business
The changingrole of the cmo
![Page 14: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/14.jpg)
@congbo
Business
The changingrole of the cmo
![Page 15: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/15.jpg)
@congbo
Business
The changingrole of the cmo
![Page 16: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/16.jpg)
"IN 2008 WE WERE ON BARACKOBAMA.COM, IN 2012 WE WERE EVERYWHERE"
- JIM MESSINA -
@congbo
Business
The changingrole of the cmo
![Page 17: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/17.jpg)
@congbo
Business
The changingrole of the cmo
![Page 18: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/18.jpg)
@congbo
Business
The changingrole of the cmo
![Page 19: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/19.jpg)
1b. Customer Centricity
![Page 20: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/20.jpg)
Image by Jonas K on Flickr.com
@congbo
Business
CustomerCentricity
![Page 21: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/21.jpg)
"Customer centricity is not a new concept, but it has taken on increasing importance in today's business environment, marked by the empowered consumers who want to interact with a brand on their own terms. For many organizations, the challenge lies in finding innovative ways to capture the "voice of the customer"
and infuse customer insight across all business functions, from the point of sale to the call centre, in order to create business value."
- Voice of the customer, whose job is it, anyway? -SAS Institute and The Economist Intelligence Unit
@congbo
Business
CustomerCentricity
![Page 22: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/22.jpg)
@congbo
Business
CustomerCentricity
![Page 23: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/23.jpg)
@congbo
Business
CustomerCentricity
![Page 24: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/24.jpg)
1C. New demand patterns
IMAGE BY MIUENSKI ON FLICKR.COM
![Page 25: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/25.jpg)
This is not the first time:
"every century or so, fundamental changes in the nature of consumption create new demand patterns that
existing enterprises can't meet."- Shoshana Zuboff, McKinsey Quarterly -
[its not about you - its the market that changes, businesses can get busy or get protective]
@congbo
Business
New demandpatterns
![Page 26: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/26.jpg)
@congbo
Business
New demandpatterns
![Page 27: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/27.jpg)
@congbo
Business
New demandpatterns
![Page 28: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/28.jpg)
@congbo
Business
New demandpatterns
![Page 29: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/29.jpg)
@congbo
Business
New demandpatterns
![Page 30: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/30.jpg)
@congbo
Business
New demandpatterns
![Page 31: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/31.jpg)
then:why do we have these shifts?
@congbo
Business
New demandpatterns
![Page 32: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/32.jpg)
Sharp increases in higher education, standards of living, social complexity, and longevity over the past century gave rise to a new desire for individual self-determination: having control over what matters, having one’s voice heard, and having social connections on one’s own terms.
- Shoshana Zuboff
@congbo
Business
New demandpatterns
![Page 33: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/33.jpg)
Image by Den (Digital Erfgoed Nederland) on Flickr.com
@congbo
Business
New demandpatterns
![Page 34: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/34.jpg)
now:why do we have these shifts?
@congbo
Business
New demandpatterns
![Page 35: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/35.jpg)
Image by Lotus Carroll on Flickr.com
@congbo
Business
New demandpatterns
![Page 36: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/36.jpg)
HMV and Jessops are both in administration.
It’s not that people don’t want to buy things, rather .. they want more than just to buy things
@congbo
![Page 37: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/37.jpg)
proof!
“Whether physically or through connected technologies, shopping is still best experienced socially”
- PSFK Future of Retail report
@congbo
Business
New demandpatterns
![Page 38: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/38.jpg)
1d. Products and business design
![Page 39: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/39.jpg)
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
@congbo
Business
Productsand business
design
![Page 40: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/40.jpg)
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
From promise to proof
@congbo
Business
Productsand business
design
![Page 41: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/41.jpg)
promise
proof
What does the brand want?
What does theconsumer want?
meeting place
The elements of communication
CULTURE
Kulturbygging og identitetinternt
BRAND
SALE
Creating new customers
BUSINESS
DEVELOPMENT
Services- and product development
LOYALTY
Establish and strengthen relations
DELIVERYFRAGMENT
& CATEGORIZE
@congbo
Business
Productsand business
design
![Page 42: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/42.jpg)
Customers are more interested in a company's integrity and engagement than their products.
- Edelman Trust Barometer -
We are seeing that where companies meet people are through their products, but where they mean something is thorugh their communication there is a gap and an opportunity here
@congbo
Business
Productsand business
design
![Page 43: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/43.jpg)
1. Business
THE CHANGING ROLE OF THE CMO
CUSTOMERCENTRICITY
NEW DEMAND PATTERNS
PRODUCTS AND BUSINESS DESIGN
![Page 44: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/44.jpg)
People, change, opportunity and choiceis [understanding]
2. technologynot 1's and 0's
![Page 45: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/45.jpg)
Technology doesn't solve problems, it creates new ones. Technology invites people to change their habits and behavior - that's what it has always done. Our problems, and
especially in communications, is when we try to force new technology to solve old problems, or force it to prove its worth while doing stuff it can't do. or the other way around - use old technology to solve new problems - without adjusting it first.
Image by Stuck in Customs on flickr.com
@congbo
Technology
![Page 46: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/46.jpg)
We think of technology as digital communications technology, but that is just a small - and one of the most recent forms of technology.
Technology is (almost) the consequence of all human
creation. It's all around us:bread, chairs, asphalt, shoes, pillows, coffee ...
Image by Claudio.Ar on flickr.com
![Page 47: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/47.jpg)
Almost everything has at one point been a technology, but what happens is that
people adjust, and then we redesign the technology to accommodate this. So the technology creates a new need, and then we redesign the technology to this need.
Nobody used to sit on their sofa just staring at the wall, that is something we've started doing after we got the TV. It used to be
the case that people could bore themselves for two minutes - now we have our mobile phones.
![Page 48: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/48.jpg)
The consequence of all new technology is change, and it is change people resist. Few people have anything against technology itself (that would be similar
to opposing water, our lunges or outer space). What people react to is change. (And then its good to know that the old stuff always survives).
Image by caste_aka_adrem on flickr.com
Technology
![Page 49: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/49.jpg)
Image by caste_aka_adrem on flickr.com
What people, your customers, care about is change, technology is the stuff that makes change possible.
Instead of opposing or embracing technology we have to understand that technology itself is not interesting - its the change in habits and behaviors we have to study - and understand if
the consequence of new technology brings about new opportunities or new challenges.
@congbo
Technology
![Page 50: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/50.jpg)
"If you have the whole world available through this box, why on earth would you sit there staring out the window inside a tunnel?"
- my sister -
@congbo
Technology
![Page 51: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/51.jpg)
Technology is about people and change, more opportunities and choice
- not 1's and 0's -
Image by Tau Zero on flickr.com @congbo
Technology
![Page 52: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/52.jpg)
3. the complete picture
HUMANS
TECHNOLOGY
BUSINESSBRAND
![Page 53: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/53.jpg)
![Page 54: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/54.jpg)
Putting the purpose, customer promise and positioning at the center of the company's customer experience demands that opportunities proposed by
technology, people or market get filtered by the brand.
Image by mark knol on Flickr.com
@congbo
![Page 55: How technology and business is changing communication](https://reader034.vdocument.in/reader034/viewer/2022042813/541632547bef0ac1768b6125/html5/thumbnails/55.jpg)
THANK YOU Helge Tennø
@congboslideshare.net/helgetenno
HUMANS
TECHNOLOGY
BUSINESSBRAND