Digital Pulse Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Walters, Digital Clarity Group
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This document discusses how to survive and thrive in a world of fast-moving consumers. It notes that the true challenge for companies is executing fast changes while delivering profitable, data-driven results. However, most organizations are siloed and lack integrated marketing approaches. The document reviews several experts' perspectives on how to deal with disruption, including reinventing through autonomous business units, running to slow disruption, converting by becoming a digital disruptor, or facing potential death. It argues that companies must build flexible, decentralized networks and focus on narrative engagement over problem-solving or conversion to survive in uncertain, fast-changing environments. Telling compelling stories through content is key to engaging customers and avoiding becoming obsolete.
Digital Pulse Summit - World War C: How to Survive and Thrive in a World of Fast Moving Consumers - Robert Rose and Tim Walters, Digital Clarity Group
- 1. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers
- 2. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers @Robert_Rose @Tim_Walters
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- 13. Holy Shit! World War Z Rule #1: Cardio Zombieland Dawn of the Dead 2 Threat 26 Days Later Batter Up! Night of the Living Dead 2013 1968 13 Time
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- 15. Zombies = Moore’s Law? NO YES 15
- 16. Brad’s Law The speed of zombies doubles about every 5.8 years 16
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- 37. The viral inf(l)ection point 37
- 38. A cycle of ubiquitous content consumption 38 @tim_walters
- 39. 39 Source: Harris Interactive survey of US consumers, 2011. Sponsored by Right Now.
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- 41. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers But what about marketing?
- 42. Growth, fragmentation, multiple channels... Text We can skip this part, right?
- 43. The true challenge is the pressure of executing fast and chaotic change while simultaneously delivering increasingly profitable, data-driven results.
- 44. CMO’s feel the pressure “on the clock”
- 45. CMO’s feel they don’t have right tem
- 46. CMO’s feel unready for technology ... and yet...
- 47. “Creating customer experiences with content will have huge effect. We have to figure out how to stay relevant and engaging.” CMO Fortune 500 CPG Company
- 49. Fear not, the marketing hipster!
- 50. Most organizations are siloed Now even within marketing
- 51. Most organizations realize silos are inefficient, at best, and want to transform
- 52. B2C & B2B processes for CXM share a vision, but are more different than alike.
- 53. Marketing doesn’t really need or want any more technology.
- 54. Fortune 500 Insurance Company WEB Website Content SEO Traffic SEO Leads SOCIAL CRM Facebook Twitter CRM Twitter Community LI Likes Followers Not BRAND TV RADIO Strategy ???? EMKTG PR Blog Email Content Press Newsroom We’re working on it Earned Media
- 55. Re-aligned content engagement as centralizing force New roles across each team Centralized content strategy Measurement aligned for content, not teams.
- 56. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers How To Survive The Attack!
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- 61. Clayton Christensen: Reinvent Autonomous business unit – “Free . . . from reliance on the parent organization . . . Must not report to the business being disrupted.” Separate resource allocation process – Funding “regardless of the fortunes of the core business.” Independent sales channel – “Does not defer or report to the existing sales organization.” 61
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- 63. Larry Downes: Run See it coming Slow the disruption long enough to better it Get close to the exits and be ready for a fast escape Try a new kind of diversification 63
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- 65. James McQuivey: Convert “Ready or not, your only solution will be to become a digital disruptor.” 65
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- 67. Tom Foremski: Die “If you are in the path of a disruptive technology you are toast.”
- 68. Unsustainable Unobtainable Static Unresponsive Non-adaptable Unwelcome Unaffordable Undoable Extinction-level event Death by invasive surgery 68
- 69. “The one certainty for anyone in the path of an avalanche is that standing still is not an option” – IPPR, 2013 69
- 70. The viral inf(l)ection point(s) 70
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- 72. Emile Simpson – Narrate “You use both military means and non-military means, working with our civilian counterparts, to deliver a narrative, or a political story, if you like – just like a politician might deliver a narrative during an election. You give each constituency what it wants while going on the offensive against the opposition’s narrative.” 72
- 73. Surviving and thriving with VUCA Flexible, decentralized, empowered networks Learning through “experimence” Acceptance of uncertainty and chaos Contextualized sense-making rather than problem solving “Winning” means narrative engagement rather than conversion 73
- 74. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Marketing shot to the head…
- 75. data in hand is used to optimize transactions - not create relationships It’s the engagement that’s important, systems can come with time.
- 77. Not just grabbing attention. Holding attention.
- 78. Build your content and experience power grid, one house, one street at a time.
- 79. Build your content and experience power grid, one house, one street at a time.
- 80. “We delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.” - Beth Comstock CMO, GE
- 81. Jonathan Mildenhall VP, Worldwide Creative Coca Cola
- 82. What’s Your 10%? Tell Your Story It’s The Only Way To Avoid Becoming A Zombie Jonathan Mildenhall VP, Worldwide Creative Coca Cola
- 83. Tell Your Story It’s The Only Way To Deal With Zombies… Customers
- 84. WORLD WAR How to Survive and Thrive in a World of Fast Moving Consumers Thanks… @Robert_Rose @Tim_Walters