Brian Solis - The End of business as usual

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  1. 1. Brian Solis@briansolis
  2. 2. Digital Darwinism is theevolution of consumerbehavior when society &technology evolve fasterthan your ability to adapt
  3. 3. This is a time forintrospectionforreflection. Its time tolead and not follow.But to do so requiresyou to think outside ofthe traditional usecases. InsteadThink.Like.The.Customer
  4. 4. Employee and customer behavior & expectations are evolving.They expect to engage in new channelstheir way. Traditional Consumer Digital ConsumerCONNECTED CONSUMER
  5. 5. You are now marketing to an audience with an audience ofaudiences - Strategies must engage and trigger the social effect
  6. 6. ConnectedConsumers see theworld differently.Theyre always onand that can work forand against you. Thesecret is toSee the world throughthe eyes of yourcustomers.
  7. 7. Consumer AttentionAwareness InterestEvaluation Decision The CustomerAction Decision Journey 1.0 Referral Loyalty
  9. 9. Gen-C takes to their social graph to make decisionswith a little help from their friends
  10. 10. A social consumerhierarchy is emerging andconnected customers arebeing incentivized to sparkword of mouth andinfluence friends. A socialconsumer hierarchy isemerging.
  11. 11. Mobile engagementintroduces opportunitiesto connect withcustomers and guidedigital experiencesoptimized for devicesand platforms
  12. 12. Tweet Your Way toSavings! AmericanExpress encouragesgroup buying by activatingthe power of the crowdsthrough co-branding andgamification in socialnetworks
  13. 13. Customers shop for the best deal and advice. They will abandon thetransaction if you dont engage at the right time.1.Best price2.Information3.Peer reviews4.Experiences5.Ideas6.Support7.Direction
  14. 14. Facebook friends go with you online & offline. Tying together the digital & realworld is something that Gen-C Likes!
  15. 15. The connected customer sees the world differently, uniting the online and offline world for others to see & experience
  16. 16. Consumers split their attention between the destination web & activitystreams. To connect requires an engaged approach.
  17. 17. Online behavior is changing: Attention moves to a social dashboard Red = where users looked the most Yellow = indicate fewer views Blue = least viewed Gray = didnt attract any fixations Green = boxes drawn on top of the images after the study to highlight the advertisements
  18. 18. The fight for audience2 attention takes place where attention is focused
  19. 19. The customer voice isexpressed through sharedexperiences and must beco-created.Without design orengagement, the collectiveof customer experiencesbecome the brand forconnected customers.
  20. 20. Whether we like it or not, customers contribute to the state of our This is where co-creation begins brand simply by sharing their experiences.
  21. 21. The last mile of Anti- Social Businessexperiences is pavedthrough engagementand you are its engineerEngagement Brand ElementsExperience RepresentativeCustomer Engagement Customer
  23. 23. TheEXPERIENCELayer
  24. 24. Connectedconsumerism islinked throughshare experiences.These experiencesrequire design.
  25. 25. By design, businesses are optimized to work ingroups and collaborate in the matrix. When itcomes to co-creation we first ask, Whats theROI? #FAIL
  26. 26. The Internal/External Social disconnect 43% block access to social networking sites*Note: n = 521. Not sure responses were excluded from this analysis. *Society for Human Resource Management Survey, November, 2011
  27. 27. Discouraging internal usage, promoting externally Yet 68% of companies surveyed in the same study indicate they utilize social media to engage external audiences. Why the disconnect?Note: n = 475. Not sure responses were excluded from this analysis. *Society for Human Resource Management Survey, November, 2011
  28. 28. Invest in a culture ofinnovation & co-creation
  29. 29. Over 40 percent of the companiesPeople are more comfortablethat were at the top of the Fortunewith how things are than how500 in 2000 were no longer there inthey could be.2010
  30. 30. the top 5 reasons for transformation1. A new audience of connected customers is emerging, and they are becoming more influential than your business.2. Social platforms create new touchpoints and expectations.3. The roles of the customer (and employees) are greater than the reach of marketing, co-creation is the DNA of engaged and adaptive businesses.4. Without co-creation, customer activity and shared experiences steers conversations, impressions and activity without you.5. Co-creation improves products and services, builds trust, and says to the world, were listeningwere improvingthank you.
  31. 31. "Were finally tapping into the knowledge housed in the worlds greatestoperating system in the worldthe weband unleashing the potential ofbillions of creative minds to work together in ways weve never seen before. Michael Dell
  32. 32. Weve arrived at acrossroads and we needto make a decision on ourSocialrole driving change within Mediathe organization Expert Change AgentGo your own way,We will follow@briansolis
  33. 33. The boundaryless organization brings peopletogetherwhether its employees, customers orother stakeholders
  34. 34. A customer-centricbusiness focuses on Companyprocess, employees,philosophy andexperiences.Co-creation platforms areenablers of customer andemployee-centric strategiesthat is driven by desiredoutcomes.
  35. 35. W illingnessto O pennew R oads is K ey
  36. 36. Advisor Peer DecisionMakerIdeaThe roles ofGenerator the socialInfluencer consumerAdversary CustomerAdvocate
  37. 37. Enterprise social networking is morethan Facebook behind the firewall.It takes 1) Purpose, 2) Design, 3) Resolve & 4) Reward
  38. 38. What are we solving for?
  39. 39. Customer centricity begins with an idea on how toimprove something that may not be broken
  40. 40. six qualities that define engagement Consumers cited "feeling valued" as the most important The Pillars of a Collaborative Business element of brand engagement
  41. 41. The Future of iCommerce is the Digital Experience Starbucks moved an executive from its Digital Ventures team to lead the new role of Chief Digital Officer. Starbucks is investing in the #digitalexperience. The CDO controls web, mobile, social media, digital marketing, Starbucks Card and loyalty, e-commerce, Wi-Fi, Starbucks Digital Network, and emerging in- store technologies.
  42. 42. Theres been such a seismic shift that we needed topull it all [digital] together and make it a priority. Adam Brotman, Starbucks CDO
  43. 43. Its time to change.But change is not thegoal.The goal is toimprove customersexperiences andrelationshipsDo this again andagain until itbecomes a way ofbusiness.
  44. 44. The 10 Steps for Transformation
  45. 45. Become the Champion:1 Find the courage to take the firststepsthen prepare to make thebusiness case for experimentation.
  46. 46. This is your timeFear, risk, and uncertainty are off the table.Your work is an investment in creating a test and learn culture. The key is not to be afraid. The worst mistake you can make is to not try. This is your time to use your voice. We would love to be in a position to have to say no to too many ideas - Management
  47. 47. Run an internal audit forcapabilities, opportunities, andneeds.2 Assess the roadblocks, hurdlesand other champions.Identify your internal stakeholdersand start the process of earningbuy-in.
  48. 48. Understand customer behaviors,needs, and opportunities. Createa short list of engagement3 initiatives to engage them. Theplatform and the process shouldfit the objective, not the other wayaround.
  49. 49. Scope and Metrics:Bring customers into your organizationone project at a time4Understand that where you are andwhere you could be with customerengagement today and co-creationtomorrow. Pick a pilot program thatcan demonstrate value.Begin with the end in minddefinewhat success looks like now.
  50. 50. Information commerce must be focused on high-impactareas to learn and prove valueResearch and DevelopmentProblemCollectiveSolving Intelligence/PredicationCo-Creation Co- Transparencycreation/Open InnovationRefinement Creative,Design
  51. 51. Platform Selection:Theres a difference betweenEnterprise Social Networking and5 co-creation. Pick the rightplatform based on objectives andcustomer expectations.AND define success before youbegin.
  52. 52. Community Management/Rules of Engagement:Define how best to approach customers,employees, suppliers, and any otherstakeholders that can offer valuableinsight.6 Determine if the program is private orpublic.Define roles and responsibilities.Define a listening framework and aconversational workflow.Document new processes.
  53. 53. Transparency:Transparency is critical. Set clearexpectations and give feedback to7 your community: how will you actupon input? For example, will anidea with many positive votes beimplemented? If not, why not?(e.g. not feasible?) If so, how andwhen?
  54. 54. Identify patterns and trends instakeholder input. Depending on8 the forum, they can do this for youthroughcollaboration, debate, and voting.
  55. 55. Reward users forparticipation, not with dollars or9 discounts, but withbadges, points, and other formsof acknowledgement.
  56. 56. Become the change you want to see Create an Innovation Center of Excellence and lead a culture of10 innovation based on proven process and results. Introduce a co-creation playbook that 1) communicates best practices, 2) shows how to launch c