Winning in The Digital World Masterclass by Peter Fisk Part2 of 4

Winning in the
di i l ld digital world
(part 2/4)
Peter Fisk, CEO of GeniusWorks
Author of MarketingGenius
(part 2/4)
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Author of Marketing Genius
Winning in the
Part 1. Digital World
Times of crisis and change, winners and losers
Power 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
What will you do?
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 world g g g
Integrating digital initiatives and experiences
Delivering, measuring and evolving digital impact
Apple iTunes and Dove, Tchibo and O2
Omnitel: Marketing Priorities 2010
Shock
Individual
Individual
Emotional
Emotional
Connectedness
The future of business does not
lie in hits the high volume end
f t diti l d d of a traditional demand curve
but in what used to be regarded
as misses the endlessly long
tail of that same curve
Wh l k d t Wherever you look, modest
sellers, niche products and
quirky titles are becoming an
immensely powerful cumulative
f force
the long tail of niche markets and individual preferences
Limitless niches
Mega markets
g
Opportunity
pp y
Expectation Increased
Information
Satisfaction
Trust
Loyalty
Decreased
2010 2000 1990 1980
y y
Decreased
Rethinking
g
Reengaging
g g g
Nintendo Wii
Wii Fit
Brands are about people ...
p p
... brands enable people to do more
p p
Customer trends
Customer trends
Nike+
Nike+
+ + + +
Premium
Nike+
Product + Content + Community =
Consumer
Experience
Nike+
Customer
broader
Business
Business
view
narrow
view
narrow
view
Business Customer
Customer perspective
p p
Rational
Needs
Emotional
Wants
Objectives
Products
Features
Consistency
Ambitions
Solutions
Benefits
Personalisation
Transactions
Rewards
Information
Automation
Experiences
Relationships
Education
Human
Maintenance
Satisfaction
Completion
Enablement
Surprise
Achievement
Customers are more emotional
Green consumerism
Cheaplyreducing
Demand for simplicity
Easy andsimplify Cheaply reducing
waste ...
Disrespect for authority
Easy and simplify
my life ...
Outrage at companies
Before
After Before After
Disrespect for authority
No respect for
organisations ...
Outrage at companies
Focus on boardroom
and bonuses ...
Before
After
Before
After
Ethical consumerism
Less caring about
others
Discretionary thrift
More wholesome,
less wasteful
Before
After
Before
After
others ...
Direct communication
less wasteful...
Consumers in control
Before
After
Before
After
Direct communication
Ban the junk mail, spam
and direct sell ...
Consumers in control
Intelligent, promiscuous
shoppers ...
Before
After
Before
After
Before
After
Before
After
Consumer trends ... before, during and after the crisis
, g
Power Shift
Purpose
Strategy
B d Brand
Communications
Products Products
Channels
Pricingg
Relationships
Innovation
M t i
Business
Consumer
Metrics
Culture
Business
Outside in
Source: Marketing Genius
Progressive
g
...doing more for people
g p p
Digital natives v digital immigrants
g g g
Rethinking people
g p p
Safaricom
M-Pesa from Safaricom
Digital natives v digital immigrants
g g g
Rethinking
g
Zappos
pp
Zappos
pp
A social trend in which people use technologies to get A social trend in which people use technologies to get
the things they need from each other, rather than
fromtraditional institutions like corporations from traditional institutions like corporations
Critics
Collectors
Social Technographics classifies
people according to how they use
social technologies.
Joiners
social technologies.
Forrester Research quantifies the
number of online consumers within
th i
Spectators
these groups using our consumer
surveys.
Inactives
Social technographics
g p
Publishablog
PublishyourownWebpages
Creators
Uploadvideoyoucreated
Uploadaudio/musicyoucreated
Writearticlesorstoriesandpostthem
Creators make social content go.
They write blogs or upload video,
music, or text. ,
Groupsincludepeopleparticipatinginatleast
oneoftheactivitiesmonthly.
Creators
Net a Porter
Creators
Publishablog
U l d id t d
Critics
Postratings/reviewsofproducts/services
Critics
Collectors
Commentonsomeoneelsesblog
Contributetoonlineforums
Contributeto/editarticlesinawiki
Critics respond to content from
others. They post reviews, comment
on blogs, participate in forums, and
Joiners
edit wiki articles.
Spectators
Inactives
Critics
Levis
Creators
Publishablog
Upload video you created
Critics
Comment on someone elses blog
Collectors organize content for
Collectors
Commentonsomeoneelse sblog
U RSS f d
g
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Collectors
Joiners
UseRSSfeeds
AddtagstoWebpagesorphotos
VoteforWebsitesonline
Spectators
Inactives
Collectors
Zipcars
p
Creators
Publishablog
U l d id t d
Critics
Collectors
Joiners connect in social networks
like MySpace and Facebook
Joiners
UseRSSfeeds
Joiners
Spectators
Maintainprofileonasocialnetworkingsite
Visitsocialnetworkingsites
Inactives
Joiners
Outdoor in NYC
Online Forum
HBO Voyeur
y
Creators
Publishablog
Critics
Collectors
g p
Spectators consumer social content
includingblogs, user-generated
Joiners
UseRSSfeeds
including blogs, user generated
video, podcasts, forums, or reviews
Spectators
Maintainprofileonasocialnetworkingsite
Visitsocialnetworkingsites
R d bl
Spectators
Inactives
Readblogs
Watchvideofromotherusers
Listentopodcasts
Readonlineforums
Readcustomerratings/reviews
Spectators
p
Market penetration
p
Index
Online adults =100
Online
adults
Sample: 10,000 USA business travellers
28%
Creators
Online adults = 100
150
34%
Critics
136
21%
30%
Collectors
J oiners
176
120
59%
30% J oiners
Spectators
120
121
35%
Inactives
80
Example of business travellers
p
Potential
total
profit
Actual
total
profit
Cumulative
customer
profit
Most profitable
customers
Least profitable
customers
... and, of course, you dont want everyone
, , y y
T-Mobile
T-Mobile Online
T-Mobile Playground
yg
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