WHY SOCIAL IS THE KEY TO DRIVE (INNOVATION) STRATEGY

by @gerriesmits

17/12/15

A CANARY IN THE COALMINE

Music Industry

TV

Print Media

Marketing

I worked in industries disrupted by the internet

I even worked in government

+

Comms

Marketing

Business/Product

Organi-sation

Now, I help organisations change to get more out of the internet

Digital raises questions

Digital raises questions

?

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.

REVERSE ENGINEER

KEEP CALM AND

Personalisation

1/6

The audience of 1

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.

You don’t reach anybody.

You earn somebody.

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,…

“We know who you are”

One Size Fits None in productsOne Size Fits None in products

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?

Digital has impact on relationship

User Needs

Motivations

Purpose

Value?Personal

The Audience With An Audience

2/6

Self-publishing heroes

From Pageviews to Share Value

Why Would They Share?

inspired by Faris Yakob

ACTIONS

TOOLS

ADVERT

CONTENT

PURPOSE

Why Would They Share?

inspired by Faris Yakob

ACTIONS

TOOLS

ADVERT

CONTENT

PURPOSE

Time to wonder…

Do your communication + products need SHO (sharing

optimisation)? Do you understand why

people share?

Digital has impact on relationship

User Needs

Motivations

Purpose

Value?Personal

Audience

CoCrowd-Culture

3/6

Wisdom of the Crowd

Wisdom of the Crowd

Steam platform

• 4500 games • 125m users • 450m pieces of user

generated content

User = creator / remixer

User has different roles

Time to wonder…

What are you doing to unlock your customer’s

potential?How can you embed ‘co-

culture’ into everything you do?

Digital has impact on relationship

User Needs

Motivations

Purpose

Value?Personal

Audience

Co+Crowd

Intermezzo: Culture Eats Strategy For Breakfast

i

“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”

“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

Platforms unlock potential

4/6

“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

Who needs banks?

Who needs supermarkets?

“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.

Platforms + platforms

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

Small + quick = beautiful

5/6

Lean Start-up Philosophy

Create

Measure

Learn

“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

Vaak gehoorde quote rondoktober/november

Who can sit next to Zuck?

Flexible problem solving

“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

User focus

6/6

Spotify’s ‘Relationship Sauce’

source: Rahul Sen, Lead Growth Designer, Spotify

People Technology Change

+ = ?

People are the steady bit

People Technology Change

+ =User needs &

motivations are relatively stable

Uncertain. Constantly

evolving

?

People are the steady bit

The Canary red thread = User First

User Needs

Motivations

Purpose

Value

The Canary red thread = User First

The Flip: People are always central><

The Flip: People are always central><

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

“Everyone has their face toward the CEO and their ass toward the customer.”

- Jack Welch again

THANK YOU >>

gerrie@gerriesmits.com +32 491 354 365

@gerriesmits