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

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

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Winning in the

di i l ld digital world

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

Author of Marketing Genius

(part 4 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

• Omnitel: Mobile Internet 2010

• 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• Action planning

Copyright Peter Fisk [email protected]

Innovation timelineCopyright Peter Fisk [email protected]

Extinction timelineCopyright Peter Fisk [email protected]

Disrupting and InnovatingCopyright Peter Fisk [email protected]

p g g

Geek SquadCopyright Peter Fisk [email protected]

q

Geek SquadCopyright Peter Fisk [email protected]

q

Change will happen if A x B x C > Dwhere

A = an inspiring vision of the what the future organisation will be likeB = the reasons why the current organisation cannot continueC = the first practical steps to get towards the future organisationD = people’s resistance to change, and preference to stay as they are

Making change happenCopyright Peter Fisk [email protected]

g g pp

Performance

Perform

Gain toachieve

Change

Change tomanage

Shock

Denial

Resolve

Risk toovercome

AngerExplore

Accept

Time

Making change happenCopyright Peter Fisk [email protected]

g g pp

DoveCopyright Peter Fisk [email protected]

DoveCopyright Peter Fisk [email protected]

Tell othersCustomer Tell others

Pay more

Cost less

Customerprofitability

Buy more

Repurchase

PurchasePurchase

Time0

LoyaltyCopyright Peter Fisk [email protected]

y y

Harley Davidson 18 9%Harley Davidson 18.9%Disney 14.8%Coca Cola 7.7%Google 6.6%gPepsi 6.1%Rolex 5.6%Nike 4.6%Adidas 3 1%Adidas 3.1%

The world’s favourite brand tattoosCopyright Peter Fisk [email protected]

89

10% customers who are promoters“On a scale of 0 to 10

how likely are you to recommend us to a

5678

% customers who are passiverecommend us to a colleague?”

Promoters minus

detractors

NetPromoter

Score

2345

% customers who are detractors

012

Example

5

9

Jan

8

8

Feb

9

7

Mar

9

5

Apr

Customer A

Customer B Jan Feb Mar Apr

4

5

6

6

9

8

8

7Customer C

Customer D

60%

20%

20%

60%

40%

0

0

60%

40%

20%

60%

20%Promoters

Passives

Detractors7 6 8 8Customer E

Net promoter score

-40 -60 40 0NPS (%)

Copyright Peter Fisk [email protected]

p

Profits, growth and value creationCopyright Peter Fisk [email protected]

, g

Copyright Peter Fisk [email protected]

Copyright Peter Fisk [email protected]

Copyright Peter Fisk [email protected]

Copyright Peter Fisk [email protected]

MAKING GENIUNE

IMPACTIMPACT

See things differentlyCopyright Peter Fisk [email protected]

g y

Think different thingsCopyright Peter Fisk [email protected]

g

Achieve extraordinary resultsCopyright Peter Fisk [email protected]

Achieve extraordinary results

... And now it’s up to you ...Copyright Peter Fisk [email protected]

... And now it s up to you ...

theGeniusWorks.com

Copyright Peter Fisk [email protected]