gerrie smits - social media summit
TRANSCRIPT
WHY SOCIAL IS THE KEY TO DRIVE (INNOVATION) STRATEGY
by @gerriesmits
17/12/15
A CANARY IN THE COALMINE
+
Comms
Marketing
Business/Product
Organi-sation
Now, I help organisations change to get more out of the internet
The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
Social Media is a Canary. It’s showing
us in which direction the world is changing.
We need to learn from Canaries, in order to
survive the Coalmine.
Design ForLimitedBandwidth! Design for the Thumb Swipe!
Your competitors on social are not your industry competitors. They are friends, media companies, brands from other industries.
From PushTo PullTo Earned Push
The interface of the internet is changing. From the homepage to mobile first to apps to feeds to ‘the unscreen’, based on context, notifications, voice,…
Personalised Anything
AltSchool and Knewton are two players in education field, focusing on advanced personalised learning through a data-driven approach.
— Resources
Time to wonder…
What are you doing to increase
advanced relevance through personalised
communication + services?
Time to wonder…
Do your communication + products need SHO (sharing
optimisation)? Do you understand why
people share?
Steam platform
• 4500 games • 125m users • 450m pieces of user
generated content
User = creator / remixer
Time to wonder…
What are you doing to unlock your customer’s
potential?How can you embed ‘co-
culture’ into everything you do?
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”- Jack Welch, ex-CEO General Electric
“Uber, the world’s largest taxi company, owns no vehicles.
Facebook, the popular media owner, creates no content.
Alibaba, the most valuable retailer, has no inventory.
Airbnb, largest accommodation provider, owns no real estate.
Something interesting is happening.”
- Tom Goodwin, senior VP of strategy & innovation at Havas Media
“We believe that applying the open
source philosophy to our patents will
strengthen rather than diminish Tesla’s position
in this regard.”-
Elon Musk, TeslaPhoto credit: https://www.flickr.com/photos/heisenbergmedia/10611397123
#Energyondemand
Uber partnership with Red Bull to deliver free energy drinks, during one afternoon in Amsterdam.
Time to wonder…
What if your product/brand/org had an API? If your product/org was open, what could other
people/companies build on top of it?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
“We are just a learning machine. Every time we put out a new show, we are analyzing it, figuring out what worked and what didn’t so we get better next time.” - Reed Hastings, Netflix
Photo credit: https://www.flickr.com/photos/sebaso/17196974290
“We’ve got some budget left. We need to spend it this year.”
“”
A often-heard phrase around October/November
Time to wonder…
How can you increase learning?
How can you increase flexibility?
How can you increase speed?
Digital has impact on relationship
User Needs
Motivations
Purpose
Value?Personal
Audience
Co+Crowd Platform
Agile
People Technology Change
+ =User needs &
motivations are relatively stable
Uncertain. Constantly
evolving
?
People are the steady bit
Customer Experience
Talent
New Products
Tech
Process
The Flip: People are always central><
Marketing
Number 1 attribute for success in digital world according to business leaders?
study University of South California
Number 1 attribute for success in digital world according to business leaders?
Empathy
study University of South California
Number 1 attribute for success in digital world according to business leaders?
Empathy
(the others: adaptability
curiosity holistic thinking
cross-cultural competence)
study University of South California
666User-centric = pragmatic>>
Long-term thinking+ short-term doing
What can you makemore user-centric • in 6 days • in 6 months • in 6 years
Create
Measure
Learn