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Advanced Persistent OpportunitiesSocial business and re-imagination
Dell B2B Huddle 2012@amayfield @brilliantnoisebrilliantnoise.com
Re-imaginationand business
Things we’ve found useful
Problemwaiting for the case studies
The queen ofthe internet
The greatre-imagination
We can re-imagineeverything
What technology wants
The future is six months away
Some people re-imagine their models all the time
Let’s talk about security
Threat horizonsInternal threatsRisk reportsThreat assessments The threat of threats
Advanced PersistentThreats
dunhdunhDERRR!!
APT: Organised crime
APT:Hacktivists
Image (cc) Wikipedia
APT:Governments
Image Natanz Nuclear Facility - Google Maps
What is anAPT?
Advanced
“...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed as particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.”
Source: Damballa.com
Persistent
“operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external
entities. The attack is conducted through continuous monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In
fact, a “low-and-slow” approach is usually more successful.”
Source: Damballa.com
Threat
“a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have a specific objective and are skilled, motivated, organized and well funded.”
Source: Damballa.com
Being an optimistI wondered
Advanced Persistent Opportunity
Social businessstrategy
There’s no such thing as the definitive social business strategy
Strategy is...
Strategy is...getting things done.
Strategy is...guiding rules.
Being two steps in front of the herd.
Risky, but if you don’tyou don’t need to be here...
The StrategistCynthia Montgomery
The StrategistCynthia Montgomery
“What's been forgotten is that strategy is not a destination or a solution. It's not a problem to be solved and settled. It's a journey. It needs continuous, not intermittent, leadership.”
Strategy is fluid.
Social media isthe context
image (cc) Annalisano | Flickr
Social media is a proxy for change
“It is an approach, not a technology”
image (cc) Wikipedia
Speech briansolis.com
A journey that often starts in marketing
SocialMarketing
SocialBrand
SocialBusiness
TECH
PEOPLE
StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer
Six Brilliant Things
LEADERSHIPMandate & licence for change is clear.1.
- Ambition set out by CEO to be a digital brand
- Successes of pilots have led to a sophisticated in-house content team and social media approach
- Community drives brand. Build community.
Leadership & PilotsCase study: Burberry
"To any CEO is sceptical: you have to... you have to create a social enterprise today....
“If you don't do that, I don't know what your business model is in five years."
Angela Ahrendts, CEO of Burberry
http://gu.com/p/9p9g
It’s not “The Art of the Trench” that makes Burberry a great digital brand
It’s the mindset that made that happen
VISION & VALUESThey know what and who they are for...
Funnel to loyalty & advocacy
Image: The sales funnel model. Image: The Customer Decision Journey model
Model first published Harvard Business Review
Nokia is embracing customer-centric models
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
PRINCIPLESHow they will operate with social/digital.
Nokia’sprinciples
1. Consider the social opportunity in everything we do
2. Engage in better conversations with more consumers
3. Deliver personal experiences, be authentic, and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
Image (cc) http://flic.kr/p/bJezvP
PILOT & SCALE Will to try things, will to scale things that work. 4.
- Build relationships: “This campaign was an investment, not a spend."
- Investment is key to Nike’s approach - systems, communities, models...
- It is a services model as well as a marketing one: Nike Digital Sport founded in 2010.
- What was the last Nike TV ad you saw?
Social at scaleCase study: Nike
Video Ignite the graph
FRAMEWORKS & GOVERNANCESystems to guide pioneers, connect key stakeholders. 5.
Frameworks
Trajectory
GuidingPrinciples
Guidance notes
RiskPlanning
Measurement
Vision
Skills
Governance
Project management Legal
Policies
LiteracyEvaluation
Businessobjectives
Certification
Context
Systems
IBM’s investment model
IBM’s investment model
S-curves are hard work...
...just ask Facebook.
S-curves & business cases
DIGITAL LITERACYInvesting in skillls across the organisation.6.
NokiaSocializer
Social businessThe journey
Personal journeys
RedAnt journey modelTraditional
Experimental
Operational
Measureable
Fully engaged
Starting the journey
Social Innovation Camp model
Radical skunkworks?
Loose network
Discover: Problems & ideas
Design: Prototype & pitch
Launch & iterate
Text
- Red Cross learned from Katarina disaster that loose networked groups could help its coordination
- Ushahidi (Crisis Mapping), PeopleFinder and other networks formed an “assemblage” supporting the Red Cross, US Navy and Haitian government
- Up-to-date maps created, resources and personnel allocated more effectively
CollaborationCase study: Haiti Earthquake
Talking to yourself (in public)
http://brilliantnoise.com/nokiapaper/
#colleaguesspendingqualitytimetogether
Re-imagine everything(or someone will do it for you...)
Download the paper at
htt://brilliantnoise.com/nokiapaper
© 2012 Brilliant Noise - All rights reserved
Ta-dah!
