Winning in The Dii LLD Digital World (Part 2/4) (Part 2/4) : Peter Fisk, Ceo of Geniusworks

Winning in the
di i l world
digital
ld
(part 2/4)
Peter Fisk, CEO of GeniusWorks
Author of Marketing Genius
Copyright Peter Fisk 2009
peterfisk@peterfisk.com
www.theGeniusWorks.com
Part 1. Digital World

Times of crisis and change, winners and losers
Power shifts and the digital revolution
Technology and communications 2.0 and 3.0
Amazon to Zappos, Nokia to GiffGaff
Omnitel: Digital Vision 2020
Part 2. Digital Brands

Digital people: natives ,immigrants and others
Harnessing the groundswell, embracing networks
Brands in connected, collaborative, communities
Nike+ and Nintendo Wii, T-Mobile and M-Pesa
What will you do?
Part 3. Digital Marketing

Reinventing marketing around the 7 digital Cs
Propositions, conversations and relationships
Search, readers, pages, links, blogs, tweets, etc
Coca Cola and Fedex, Threadless and Turkcell
Omnitel: Mobile Internet 2010
Part 4. Digital Impact

Migrating
g
g customers to the digital
g
world
Integrating digital initiatives and experiences
Delivering, measuring and evolving digital impact
Apple iTunes and Dove, Tchibo and O2
Omnitel: Marketing Priorities 2010

Winning
g in the
digital world
Shock
Individual
Emotional
Connectedness
The future of business does not

lie in hits the high volume end
off a traditional
t diti
ld
demand
d curve
but in what used to be regarded
as misses the endlessly long
tail of that same curve
Wh
Wherever
you look,
l k modest
d t
sellers, niche products and
quirky titles are becoming an
immensely powerful cumulative
f
force
the long tail of niche markets and individual preferences
Limitless niches
Mega
g markets
Opportunity
pp
y
Increased
Expectation
Information
Satisfaction
Trust
Loyalty
y y
Decreased
1980
Rethinking
g
1990
2000
2010
Reengaging
g g g
Nintendo Wii
Wii Fit
Brands are about p

people
p ...
... brands enable p

people
p to do more
Customer trends
Customer trends
Nike+
Nike+
Premium
Nike+
Product + Content + Community = Consumer
Experience

Nike+
Customer
broader
view
Business
Business
narrow
narrow
view
view
Business
Customer p
perspective
p
Customer
Rational
Needs
Objectives
Products
Features
Consistency
Transactions
Rewards
Information
Automation
Maintenance
Satisfaction
Completion
Customers are more emotional

Emotional
Wants
Ambitions
Solutions
Benefits
Personalisation
Experiences
Relationships
Education
Human
Enablement
Surprise
Achievement
Green consumerism
Cheaply reducing
waste ...
Before
Demand for simplicity

Easy and simplify
my life ...
After
Disrespect for authority

No respect for
organisations ...
Before
After
Before
After
Before
After
Consumers in control
Intelligent, promiscuous
shoppers ...
After
Before
Consumer trends ... before,, during

g and after the crisis
After
Discretionary thrift
More wholesome,
less wasteful
wasteful...
Direct communication
Ban the junk mail, spam
and direct sell ...
Before
After
Outrage at companies
Focus on boardroom
and bonuses ...
Ethical consumerism
Less caring about
others ...
Before
Before
After
Power Shift
Business
Purpose
Strategy
B d
Brand
Communications
Products
Channels
Pricing
g
Relationships
Innovation
M ti
Metrics
Culture
Consumer
Source: Marketing Genius
Outside in
Progressive
g
...doing
g more for people
p p
Digital
g
natives v digital
g
immigrants
g
Rethinking
g people
p p
Safaricom
M-Pesa from Safaricom

Digital
g
natives v digital
g
immigrants
g
Rethinking
g
Zappos
pp
Zappos
pp

A social trend in which people use technologies to get

the things they need from each other, rather than
from traditional institutions like corporations

Critics
Social Technographics classifies

people according to how they use
social technologies.
Forrester Research quantifies the
number of online consumers within
th
these
groups using
i our consumer
surveys.
Collectors
Joiners
Spectators
Inactives
Social technographics
g p
Creators
Publishablog
PublishyourownWebpages
Uploadvideoyoucreated
Uploadaudio/musicyoucreated
Writearticlesorstoriesandpostthem
Creators make social content go.

They write blogs or upload video,
music,, or text.
Creators
Groupsincludepeopleparticipatinginatleast
oneoftheactivitiesmonthly.
Net a Porter
Creators
Publishablog
U l d id
t d
Critics
Critics
Critics respond to content from

others. They post reviews, comment
on blogs, participate in forums, and
edit wiki articles.
Postratings/reviewsofproducts/services
Commentonsomeoneelsesblog
Contributetoonlineforums
Contributeto/editarticlesinawiki
Collectors
Joiners
Spectators
Inactives
Critics
Levis
Creators
Publishablog
Upload video you created
Critics
Collectors organize
g
content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Comment on someone elsessblog
Commentonsomeoneelse
blog
Collectors
Collectors
UseRSSfeeds
U
RSS f d
AddtagstoWebpagesorphotos
VoteforWebsitesonline
Joiners
Spectators
Inactives
Collectors
Zipcars
p
Creators
Publishablog
U l d id
t d
Critics
Joiners connect in social networks

like MySpace and Facebook
Collectors
UseRSSfeeds
Joiners
Joiners
Maintainprofileonasocialnetworkingsite
Visitsocialnetworkingsites
Spectators
Inactives
Joiners
Outdoor in NYC
Online Forum
HBO Voyeur
y
Creators
Critics
Spectators consumer social content

including blogs, user-generated
user generated
video, podcasts, forums, or reviews
Publishablog
g
p
Collectors
UseRSSfeeds
Joiners
Maintainprofileonasocialnetworkingsite
Visitsocialnetworkingsites
Spectators
Spectators
Inactives
Spectators
p
Readblogs
R
d bl
Watchvideofromotherusers
Listentopodcasts
Readonlineforums
Readcustomerratings/reviews
Market p
penetration
Sample: 10,000 USA business travellers
Online
adults
28%
Creators
Joiners
150
34%
Critics
Collectors
Index
Online adults = 100
21%
176
30%
120
59%
Spectators
Inactives
Example
p of business travellers
136
35%
121
80
Potential
total
profit
Actual
total
profit
Cumulative
customer
profit
Most profitable
customers
Least profitable
customers
... and,, of course,, you

y dont want everyone
y
T-Mobile
T-Mobile Online
T-Mobile Playground
yg
theGeniusWorks.com


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Winning in the

Part 1. Digital World

Part 2. Digital Brands

Part 3. Digital Marketing

Part 4. Digital Impact

Copyright Peter Fisk 2009

The future of business does not

the long tail of niche markets and individual preferences

Brands are about p

... brands enable p

Copyright Peter Fisk 2009

Customers are more emotional

Demand for simplicity

Disrespect for authority

Consumer trends ... before,, during

Source: Marketing Genius

M-Pesa from Safaricom

Copyright Peter Fisk 2009

A social trend in which people use technologies to get

Copyright Peter Fisk 2009

Social Technographics classifies

Creators make social content go.

Critics respond to content from

Joiners connect in social networks

Spectators consumer social content

Sample: 10,000 USA business travellers

... and,, of course,, you

Copyright Peter Fisk 2009

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