"winning in the digital world" masterclass by peter fisk (part 3 of 4)

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Winning in the di i l ld digital world (part 3 of 4) Peter Fisk, CEO of GeniusWorks Author of Marketing Genius (part 3 of 4) Author of Marketing Genius

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Winning in the

di i l ld digital world

(part 3 of 4)Peter Fisk, CEO of GeniusWorks

Author of Marketing Genius

(part 3 of 4)

Copyright Peter Fisk [email protected]

Author of Marketing Genius

Winning in thePart 1. Digital World

• Times of crisis and change, winners and losersPower shifts and the digital revolution g

digital world

• Power shifts and the digital revolution• Technology and communications 2.0 and 3.0• Amazon to Zappos, Nokia to GiffGaff• Omnitel: Digital Vision 2020

Part 2. Digital Brands

• Digital people: natives ,immigrants and others• Harnessing the groundswell, embracing networks • Brands in connected, collaborative, communities

Part 3. Digital Marketing

• Nike+ and Nintendo Wii, T-Mobile and M-Pesa• Omnitel: Online Store 2012

• Reinventing marketing around the 7 digital Cs• Propositions, conversations and relationships• Search, readers, pages, links, blogs, tweets, etc• Coca Cola and Fedex, Threadless and Turkcell

Part 4. Digital Impact

• What will you do?

• Migrating customers to the digital worldg g g• Integrating digital initiatives and experiences• Delivering, measuring and evolving digital impact• Apple iTunes and Dove, Tchibo and O2• Omnitel: Marketing Priorities 2010

Copyright Peter Fisk [email protected]

Marketing is still too much of this ...Copyright Peter Fisk [email protected]

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... and digital marketing is still too much of this ...Copyright Peter Fisk [email protected]

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Jones SodaCopyright Peter Fisk [email protected]

Jones Soda “Nobody actually needs our s**t”

Copyright Peter Fisk [email protected]

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ConnectedCollaborative

Customised

CollectiveContent

CommunityyConversations

7Cs of digital marketingCopyright Peter Fisk [email protected]

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Physical ConnectedPhysicalProduct

ConnectedCollaborative

PriceP ti

CustomisedC iPromotion

PlaceConversationsCommunityPlace

ProcessCommunityCollective

People Content

7Ps v 7CsCopyright Peter Fisk [email protected]

The red paperclip ...Copyright Peter Fisk [email protected]

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Networks/ExchangesDon’t Waste a Single Impression!

... Network powerCopyright Peter Fisk [email protected]

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The Coca Cola CompanyCopyright Peter Fisk [email protected]

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From pushCopyright Peter Fisk [email protected]

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... to pullCopyright Peter Fisk [email protected]

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Live PositivelyCopyright Peter Fisk [email protected]

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Pull

BuySolutionsBenefitsDialogue

PermissionPerceived value

RelationshipOn customers terms

Push

SellProductsFeatures

BroadcastInterruption

PriceTransaction

On business terms

From push ... To pullCopyright Peter Fisk [email protected]

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Traditional MediaAccess

Production

Consistency

Professionalism

Passive Consumers

Active Prosumers

Conversation

R l ti hiRelationships

Annotation

Self-exposure

Social Media

From push ... To pullCopyright Peter Fisk [email protected]

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Copyright Peter Fisk [email protected]

Copyright Peter Fisk [email protected]

37%52%

Upload photos to shareWatch video on YouTube

% internet users

32%35%

37%

Read a blogUse online social networking sites

Upload photos to share

22%28%

32%

Post comments on a forum or blogTag online content

Rate a product or service

13%14%

19%

Create/work on a blog for othersCreate/work on a webpage

Download a podcast

11%13%

0% 10% 20% 30% 40% 50% 60%

Create/work on your own blogCreate/work on a blog for others

Online today ...Copyright Peter Fisk [email protected]

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Curators • Edit a wiki – <1%*• Moderate a forum – <1%

Producers • Write in a blog – 21% • Upload a video – 18%

• Write in a discussion forum 47%*

CommentersSh li id 37%

• Write in a discussion forum – 47%• Rate a product or service – 32%**• Comment on a blog post – 22%**

Sharers• Share online video – 37%• Update profile – 35%• Upload photos – 23%

Watchers• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%

... doing moreCopyright Peter Fisk [email protected]

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Reaching out ...Copyright Peter Fisk [email protected]

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Driving sales ...Copyright Peter Fisk [email protected]

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Solving problems ...Copyright Peter Fisk [email protected]

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Building advocacy ...Copyright Peter Fisk [email protected]

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FedexCopyright Peter Fisk [email protected]

... Virtual FedexCopyright Peter Fisk [email protected]

UPSCopyright Peter Fisk [email protected]

... Click UPSCopyright Peter Fisk [email protected]

STOP THE MONOLOG -START THE DIALOG

Monologue to DialogueCopyright Peter Fisk [email protected]

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Twitter

FacebookFacebook

SMSess

CallClo

sene

Email

Mail

Getting closer ... Being realCopyright Peter Fisk [email protected]

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Segments and insightsCopyright Peter Fisk [email protected]

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Propositions and experiencesCopyright Peter Fisk [email protected]

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ThreadlessCopyright Peter Fisk [email protected]

ThreadlessCopyright Peter Fisk [email protected]

ThreadlessCopyright Peter Fisk [email protected]

3000 “lead users” co-create customised products

and recommend others

4.0 million worldwide users register their details enabling a personal

dialogue and relationship

and recommend others

8.6 million worldwide users participate directly with Lego in their online community,

but are not registered by name

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20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active

households

LegoCopyright Peter Fisk [email protected]

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theGeniusWorks.com

Copyright Peter Fisk [email protected]