M2C 2013 Corporate Innovation, Crisis Management

MUSINGS OF THE TEMPORARILY RETIRED

JAIME PUNISHILL

FORMER THOMSON REUTERS, CITIBANK, FORRESTER GUY

#M2C 2013

+1 203 424 0865@JPUNISHILL

WWW.LINKEDIN.COM/JPUNISHILLWWW.SLIDESHARE.NET/JPUNISHILL

[email protected] (COMING SOON!)

11Tuesday, April 23, 13

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THOUGHTS FOR THE DAY

THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL MEDIA CASE STUDY EVER

YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO UNDERWHELM -- AND HOW TO FIX THAT

BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE IS MAGIC IN USER CONTRIBUTION SYSTEMS

THE DIGITAL CMO AND YOU

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INSTANT CASE STUDY


FIRSTPEOPLE START TO REPORT OUT, CHECK IN, AND ASK FOR

HELP USING SOCIAL NETWORKS


ARE YOU THIS GOOD AT BIG DATA?WITHIN HOURS GOOGLE IS PULLING DATA FROM SOCIAL

NETWORKS AND BAA RACE RESULTS TO HELP


THE STUPIDITY OF CROWDS KICKS IN

PEOPLE START SHARING PICS AND VIDEOS

REDDIT & 4CHAN ENABLE EVERY CSI FAN THEIR SHOT AT FAME

FAKE SOCIAL PROFILES


COLLECTIVE THERAPY, COMMUNITY SUPPORT


HOW TO REACT DURING A CRISIS?GOOD QUESTION, AND THE BATTLES RAGED


120K TIPS IN FIRST 8 HOURS AFTER RELEASE OF VIDS -- A BIG DATA PROBLEM SO THEY USED FACIAL RECOGNITION

WOULD YOU BE READY FOR THIS?


THE STUPIDITY OF CROWDS TAKES A NEW FORM

PEOPLE START LISTENING TO POLICE RADIO SCANNERS, AND SHARING THE LINKS

PEOPLE SHARING POLICE ACTIVITY IN THEIR AREA


THE STRENGTH OF THE COMMUNITY COMES THROUGH

STAR SPANGLED BANNER AT THE BRUINS GAME

SHOWS OF SUPPORT FOR BOSTON AT EVENTS AROUND THE COUNTRY

ERIC WHALLEY IS CROWDSOURCING THEIR MEDICAL BILLS ON GIVEFORWARD


A STUNNING DISPLAY OF THE POWER OF SOCIAL







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MOST OF YOUR COMPANIES/CLIENTS ARE NOT READY FOR SOCIAL BUSINESS & MOBILE

INTERACTIONSTHIS IS AN EXERCISE IN CHANGE MANAGEMENT, THIS IS

CULTURAL, ARE YOU READY FOR THAT FIGHT?


YOU ARE HERE

HOW DO I GET EXECUTIVE BUY-IN?

HOW DO I GET MY CEO TO TWEET?

HOW DO I GET FUNDING?

WHERE DO THEY COME UP WITH THESE RIDICULOUS IDEAS?

WHY DOESN’T ANYONE GET IT?


YOU ARE ATTEMPTING AN ORGAN TRANSPLANT

FOR A LONG TIME THEY WEREN’T SUCCESSFUL AND EVEN TODAY THEY AREN’T EASY


WHY ARE ORGAN TRANSPLANTS SO DIFFICULT?

FIRST SUCCESSFUL ORGAN TRANSPLANT WAS A CORNEA IN 1883

BY 1905 THEY UNDERSTOOD THE KEY ISSUE WAS TISSUE REJECTION

LARGELY ABANDONED AFTER WWI BECAUSE THEY COULDN’T FIGURE OUT HOW TO STOP REJECTION

THEY EXPERIMENTED WITH A FEW DRUGS BUT IT WASN’T UNTIL CYCLOSPORINE-A IN 1970 DO WE SEE REAL SUCCESS

WEIRD FACTOID: 2006 FIRST SUCCESSFUL PENIS TRANSPLANT, REVERSED 15 DAYS LATER AFTER WIFE’S PSYCHOLOGICAL REJECTION

THE BODY WILL REJECT THE VERY THING THAT WILL SAVE IT, IF IT PERCEIVES IT TO BE A FOREIGN ENTITY


HOW DOES THIS RELATE TO YOU?EVERY COMPANY HAS ITS OWN DNA. DNA IN THE FORM OF A

CULTURE, VALUES, AND MEASUREMENT.


ODDS ARE GOOD THIS IS WHAT YOU ARE DEALING WITH

DO YOU HONESTLY EXPECT YOUR COMPANY OR CLIENT TO CHANGE? ARE THEY HONEST ABOUT WHAT THEY CARE ABOUT?




SOME SOCIAL SUCCESS CRITERIA

AUTHENTICITY -- YOU CAN’T FAKE THAT

ADVOCACY -- YOUR CORPORATE NEEDS ALIGN WITH YOUR CUSTOMERS NEEDS

COPERNICAN -- THEY COULDN’T CARE LESS ABOUT YOU

ENGAGING -- DIALOGUE FOCUSED ON HELPING THEM

IN COMMAND, NOT IN CONTROL -- ADMIT YOU ARE NOT IN CONTROL

LET’S BE HONEST, IS YOUR COMPANY REALLY DELIVERING ON THESE TODAY? OR GOING TO START?


ASK YOURSELF THESE QUESTIONS

DOES YOUR COMPANY BEHAVE THIS WAY OUTSIDE OF SOCIAL? BECAUSE THIS ISN’T NEW.

DOES YOUR COMPANY KNOW WHAT PROBLEM IT ACTUALLY SOLVES? WHAT BUSINESS IT IS IN?

WHAT WILL IT TAKE FOR YOUR EMPLOYEES TO SHOW YOUR CUSTOMERS AS MUCH LOVE AS RAMON?

IS YOUR COMPANY READY TO SHARE CONTROL?

CAN YOU COMPANY ACTUALLY TOLERATE DELIVERING ON @SEANMOFFIT’S DESIRED BRAND ATTRIBUTES?

DOES YOUR MANAGER OR FIRM BELIEVE THIS IS EASIER OR CHEAPER?


READY TO OPERATE?







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USER CONTRIBUTION SYSTEMS: THE REAL OPPORTUNITY IN BIG DATA

USERS CAN BE CUSTOMERS, EMPLOYEES, SALES PROSPECTS – OR EVEN PEOPLE WITH NO PREVIOUS CONNECTION TO THE COMPANY

CONTRIBUTIONS CAN BE ACTIVE (WORK, EXPERTISE, OR INFORMATION) OR PASSIVE AND EVEN UNKNOWING (BEHAVIORAL DATA THAT IS GATHERED AUTOMATICALLY DURING A TRANSACTION OR AN ACTIVITY)

SYSTEMS ARE THE METHODS BY WHICH CONTRIBUTIONS ARE AGGREGATED AND AUTOMATICALLY CONVERTED INTO SOMETHING USEFUL TO OTHERS

USERCONTRIBUTION.INTUIT.COM“THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS”

OCTOBER 2008


USERCONTRIBUTION.INTUIT.COM“THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS”

OCTOBER 2008


WAZE50 MM USERS & GROWING



PASSIVE DATA AGGREGATION



ACTIVE USER INPUT


WAZEWAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY

ADD VALUE ADDED NUANCE


WAZEWAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY

ADD VALUE ADDED NUANCE

ROAD CLOSURE INPUT

AUTOMATICALLY REROUTES

OTHER DRIVERS AROUND THE

CLOSURE


WAZECOMPARE THIS TO THE GOOGLE MAPS VIEW


WAZEUSERS CAN DRILL IN AND ARE PROMPTED FOR ADDITIONAL

INPUT/VALIDATION


WAZEPUTTING IT ALL TOGETHER, ENTIRELY USER CONTRIBUTED

SYSTEM







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90% OF AGENCIES WILL NEED TO RADICALLY REINVENT THEMSELVES

THE CMO IS CHANGING

YES I KNOW ITS 2013, BUT CMO’S DIDN’T EVEN GET WEB 1.0 MUCH LESS 3.0

BUSINESS BACKGROUND

TASKED WITH BUSINESS STRATEGY

PICKING UP TECHNOLOGY RESPONSIBILITY

“THE RISE OF THE DIGITAL CMO” HBR APRIL 2013


ARMIES ARE MASSING TO WAGE THE BATTLE TO WIN THE NEW CMO

Creative Digital Strategic Technical

Traditional Agencies

Brand Strategists

Digital AgenciesStrategy

ConsultantsSystems

Integrators

• CAPABILITIES ASIDE, NO ONE INTEGRATES THESE WELL• ALL TYPES ARE CONVERGING TO SOLVE THIS PROBLEM







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RANDOM TIDBITS FOR CONSIDERATION

EVER WONDER WHEN THE C-SUITE WILL DEMAND MEASURABLE ROI ON ALL MARKETING SPEND, OR AT LEAST STOP TREATING DIGITAL DIFFERENT? IT’S COMING.

IF BRANDS ARE SOMETHING YOU PARTICIPATE IN, YOU CAN’T “PAY TO PLAY”, YOU HAVE TO “PLAY TO PLAY” -- READY?

SO MUCH OF THIS IS NOT NEW -- BUT THE HOW & WHOM HAS EXPANDED

THE BEST NETWORKERS ALWAYS GOT THE BEST JOBS

WE HAVE ALWAYS ASKED FOR BABYSITTER REFERRALS

EASILY 1/3 - 1/2 OF THE COMPANIES @SEANMOFFIT SHOWED YOU WERE UCS -- NPEG, DECIDE...

UNDERSTAND YOUR COMPANY’S P&L AND PLAY TO IT

YOU CAN’T HAVE A STRATEGY BASED ON DIFFERENTIATION AND A MEASUREMENT SYSTEM BASED ON SIMILARITY

DELL IS YEAR 8 OR 9 OF THIS STUFF -- YOU DON’T PLAY IN THE WORLD CUP THE FIRST TIME YOU PICK UP THE BALL

RAMON SAYS YOUR CONTENT IS YOUR DIGITAL DNA -- THIS IS NOT NECESSARILY A GOOD THING

SALLY’S TESCO STORY IS A WARNING ABOUT ORGAN TRANSPLANTATION

DOG FOOD MANUFACTURER PROBLEM...THE CONSUMER AND THE USER OF YOUR PRODUCTS COULD BE DIFFERENT, YOU MUST UNDERSTAND BOTH

“HAPPY AND PLEASED EMPLOYEES TAKE CARE OF THE CUSTOMERS. AND HAPPY CUSTOMERS TAKE CARE OF SHAREHOLDERS BY COMING BACK.” -- HERB KELLEHER


CARS NEARLY DRIVE THEMSELVESBUT THE UX HAS REMAINED AS SIMPLE AS 100 YEARS AGO

-- TWO OR THREE PEDALS, A WHEEL, & A GEAR SHIFT







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THANK YOU

JAIME PUNISHILL

+1 203 424 0865

@JPUNISHILL

WWW.LINKEDIN.COM/IN/JPUNISHILL

WWW.SLIDESHARE.NET/JPUNISHILL

[email protected]

WWW.SOCIAL-CENTS.COM (COMING SOON!)










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M2C 2013 Corporate Innovation, Crisis Management