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STRATEGIC MANAGEMENT Strategy Accelerated Matthew Sawyer Adjunct Professor BBA Program in Design + Management Parsons The New School For Design
November 24, 2014
NEW CHAOTIC WORLD
2
Fast Company, October 15, 2012
CHAOTIC WORLD
Why the Chaos? Modern businesses face:
- Increased globalization
- Rapid advances in technology
- Disruptive media channels
- Environmental concerns
- Wall Street and financial pressures
3
Driving Forces
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GLOBALIZATION Key Driver
In late 90s, fiber optic cables connected the continents
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TECHNOLOGY Key Driver
Internet Trends, Mary Meeker of KPCB, May 2014
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Internet Trends, Mary Meeker of KPCB, May 2014
TECHNOLOGY Key Driver
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Internet Trends, Mary Meeker of KPCB, May 2014
TECHNOLOGY Key Driver
8
Internet Trends, Mary Meeker of KPCB, May 2014
TECHNOLOGY Key Driver
9 Internet Trends, Mary Meeker of KPCB, May 2014
MEDIA CHANNELS Key Driver
10 Internet Trends, Mary Meeker of KPCB, May 2014
MEDIA CHANNELS Key Driver
CONSUMER
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Key Driver
Expectations: • Consumers expect
quick responses
• Over half surveyed want a response in <1 hour
• 38% feel negative about company if not receive response
CONSUMER
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Key Driver
Consumer Decision Journey: - Importance of continuing relationship beyond purchase
Source: “Branding in Digital Age” by D. Edelman, HBR Dec. 2010
STRATEGIC MANAGEMENT
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So how can business organizations control the chaos?
Implications
ACCELERATED STRATEGY
In Chaotic World: Requires organizations to be: - Quicker to respond
- More flexible and proactive
- More cohesive
- More transparent
- Not afraid to fail
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For Business Today
QUICK TO RESPOND
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Example
Dell is committed to respond to all questions within 2 hours
QUICK TO RESPOND
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Example
REQUIRES ADVANCED PLANNING
17 Source: Altimeter Group, 2013
FLEXIBLE AND PROACTIVE
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Example
FLEXIBLE AND PROACTIVE
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Example
FLEXIBLE AND PROACTIVE
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Example
Immediately aftter Blizzard Nemo in February 2013
FLEXIBLE AND PROACTIVE
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Negative Example
After an insensitive tweet following Egyptian riots in 2011
REAL-TIME MARKETING
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COHESIVE ORGANIZATION
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Enables Implementation
Teams Tools
Social Media Social Listening
Design, Copywriters Design
Brand Managers Collaboration
Communications/PR Digital Asset Management
Legal Publishing
Measurement Analytics
To be proactive and responsive organizations must be available, coordinated, informed, and empowered
COHESIVE AND DATA-DRIVEN
Social Media
Listening
Build data- bases
Lead Capture & Nurturing Activities
Engage on Social
Media
SEM & SEO Analyze, Refine,
Optimize
Websites & Social Hubs
Direct/Email Targeted Ads Events
Experts
Content Creation
Marketing requires developing cohesive organization that that captures data and optimizes activities at every step
DATA-DRIVEN MARKETING
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Example
DATA-DRIVEN MARKETING
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Example
DATA-DRIVEN MARKETING
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Example
STRATEGIC MANAGEMENT
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Research of 10K Marketers
0 10 20 30 40 50 60 70 80
Data-Driven Marketing
Purposed Positioning
Connect to Corp. Strategy
Inspire Workers for Results
Focus on Right Metrics
Underperformers Overperformers
Source: Ultimate Marketing Machine, Harvard Business Review, July-Aug 2014
Matthew Sawyer Adjunct Professor BBA Program in Design + Management Parsons The New School For Design [email protected]