[En] The Web Doesn't Matter ... Well Maybe It Does A Little After All

Visionary Marketing - cc 2014 - visionarymarketing.com 1

@ygourven@vismktg

Paris, Oct 7, 2014visionarymarketing.com

Yann GourvennecCEO & Founder, Visionary Marketing

The Web doesn’t matter… Well, maybe it does a little after allhttp://bit.ly/webdoesnotmatter

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http://bit.ly/webdoesnotmatter


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Inspirationhttp://bit.ly/ITCarr

2003

http://bit.ly/ITCarr


What if?


On our agenda today


+ a freebie that’ll keep us talking over dinner


I mean businessA dual perspective: technological and business-orientated


Where we start fromAre we communicating?


More of the sameThe Dilbert Principle


Fighting spirit


Indeed, this gentleman never made money

photo Time magazine


Nor this one


And that guy never understood anything about technology

photo Walter Isaacson


But we deal in “matters of consequence”

I can't stop . . . I have so much to do! I am

concerned with matters of

consequence. I don't amuse myself

with balderdash. Two and five make

seven . . ."


What path?


Because we are all nerds now aren’t we?

photo by tomtom


And the Web has been around for a while


What if I convinced you NOT to do Digital?


+ not yet time for your freebie, sorry …


First of all, let us debunk the ‘digital transformation’ myth• ‘webification’?

• mobile first, mobile only?

• Digital über alles?

• Internal use of Digital?

• Internal productivity gains?

• Advertising gimmick?

• Business transformation?!


A catch-all phrase, a blurry subject


revenons à la réalité


What some (and we) have done

[Fr] http://bit.ly/tanguym

http://bit.ly/tanguym




7 reasons why you shouldn’t … digitalise your enterprise


Reason no.1It’s just a new fad


Then how come…We’ve been at it for 20 years?

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89-90Genesis*

1 6

the Internet revolution: stages and evolution

BU

BB

LE

94-95

bubble ripple effect

3 4

Web 2.0

01-02 2001-2

2

take-off & bubble

2007

mobile boom

5

Web/mobile/social media convergence

2011-12

Genesis: the Web in the hands of a few priviledged users. The Web on TV (mostlyUS & UK) whereasaveragepunters can’tsee it

Take-off & bubble: the Web at last accessible to most, prices go down, e-commerce starts booming … and the economy overheats as financial speculation thrives

Bubble ripple effect: the market is being sanitised and future Internet champions set up shop at the worst possible moment and the Web matures and develops

Web 2.0 : true explosion of creativity and birth of social networks as described byTim O’Reilly in his classic 2004 piece

Mobile boom: the Web becomes mobilethanks to Apple (2007) which manages to make universal mobile access popular even though it had been marketed by Qtec with Ms Windows CE 5 years earlier!

Convergence: not about innovation but maturity. Merger of all Internet acces modes fulled by cloud computing boom. Ubiquitous computing dream nearing

* from the invention of the World Wide Web, notwithstanding that of physical Internet and pre-Internet infrastructure


Reason no.2 Only a matter of


illustration


The Web doesn’t matter

“Twitter followers are a 38,000; […] that’s a mere quarter of the (relatively inactive) anti-BP protest site @BPGlobalPR. So when BP’s social media manager tweets or posts the numerous YouTube videos about environmental and economic restoration, the public impact is limited”

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under the radar functional beloved sensitive

characteristics little or no buzz make it work or fix it! conversations health, safety, children

tactics do something differentcommunity

management (forums/social media)

nurture community (ies) reassure

4 types of brand


+ not yet time for your freebie, sorry …


Reason no.3Technology is of no consequence


Mea culpaHistory of a major failure


Reason no.4Top management will tell us which way to go


Field experience


Reason no. 5Mimicking others suffices


anecdote


Reason no. 6Take it easy, dude!


classic vs innovative project management


Reason no.7success in change management means you have to aim for the most difficult subjects and change everything in one go!


Comparison

Metro (2004) Leroy Merlin (2013)


the future of CDOs? (Gartner)


now is time for your freebie, Yeah!

http://1drv.ms/1dBhRoz




While we wait for the English version

la face cachée de la transformation digitalehttp://visionarymarketing.com/transfo

http://visionarymarketing.com/transfo

LIKE-A-BOSS.CO

soon to be published


thank you


contact details

Visionary Marketing a member of

80 rue Taitbout

F-75009 Paris - France

01 40 18 54 04

[email protected]

@vismktg

@ygourven

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