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Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Leadership in Times of
Digital Transformation
Business Lessons from US Presidential Campaigns
St. Leon Rot October 22nd 2015
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
A
Germerican
Introduction
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Some words
about
leadership
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Change all around
Transformation of
markets & competition Tech-Transformation
Transformation of
consumption
Transformation of
media & communication
Transformation of
values
Transformation
of organisations Transformation
of work
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de www.kerstinplehwe.com
„It is not the strongest species
that survives, nor
the most intelligent one.
It is the one that is most
adaptable to change“. Charles Darwin
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Some words
about
transformation
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
The new political customers (voters)
• Busy with their connected life • Mobilized by situations
• Have lost external trust
• Not looking for details
• Looking for authenticity and participation
• Connected and creative
• Want to decide what, when and why
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
US Elections
Candidate-not party driven Voter registration
No typical party memberships Time- and money intense
pre-election process
Importance of
swing states
18 months + campaigns
Highest level of
professionalism
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de www.kerstinplehwe.com
The
ART & POWER
of great
communication
Delivery
Courage
Authenticity
Vision
Trust
Speed www.kerstinplehwe.com
Influence
Mobilization
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
AND: Staged
Emotions
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Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de www.prodialog.org
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
>13 Mio. Email sign ups
8.4 Mio follower Twitter
>1.800 Campaign Videos
440.000 Supporter Videos
2 Billion USD campaign
690 Mio. USD raised online
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Message
Strategy
Knowledge
Organisation
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Data drives action..
Action generates data www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
USA 2016
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
2. Courage to innovate
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
2. Courage to innovate
3. Authenticity is critical
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
2. Courage to innovate
3. Authenticity is critical
4. 24/7 cross media
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
2. Courage to innovate
3. Authenticity is critical
4. 24/7 cross media
5. Community Building
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
1. The right message and GREAT storytelling
2. Courage to innovate
3. Authenticity is critical
4. 24/7 cross media
5. Community Building
6. Life is LIFE
7Business Lessons
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
7Business Lessons
1. The right message and GREAT storytelling
2. Courage to innovate
3. Authenticity is critical
4. 24/7 cross media
5. Community Building
6. Life is LIFE
7. Forget about control
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
• Authenticity and people still underestimated
• Networking is the New Marketing
• The End of the I-message
• Don´t distribute, share!
• Use the Power of Knowledge
• Be short, visual and interactive
• Be DIFFERENT!
Marketing Lessons
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Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
• Get in touch and be touchable!
• Replace image with message
• REQUIRE innovation!
• Be prepared for crisis
• Know more about your customers than your
product
• Don´t believe statistics too much
• Look for No-sayers and tune in!
CEO Lessons
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Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de www.kerstinplehwe.de
What to prepare for?
1. EVERY DAY CHANGE
2. Increasing demand for
purpose, passion and
authenticity
3. Old games, new rules!
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
www.kerstinplehwe.com
The
most
important
question
What is
YOUR
Answer
www.kerstinplehwe.com
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de www.kerstinplehwe.de
BE FAST!
Kerstin Plehwe
_____________________________________________________________________________________________________________________
www.iipg.de
Looking forward to your
questions & contact! [email protected]
www.kerstinplehwe.com
