Executive Luncheon – May 13, 2015 Ira Kaufman, PhD Sam Rasoul, MBA Entwine Digital DIGITAL OR DEATH?
Executive Luncheon – May 13, 2015
Ira Kaufman, PhD Sam Rasoul, MBA
Entwine Digital
DIGITAL OR DEATH?
“
“[Television] won't be able to hold on to any market it captures after the first six months. People will
soon get tired of staring at a plywood box every night.”
– Darryl F. Zanuck, head of 20th Century-Fox, 1946
““What use could this company make of an electrical toy?”
– Western Union president William Orton, responding to an offer from Alexander Graham Bell in 1876 to sell his telephone company to
Western Union for $100,000.
Did you ever wonder why very successful executives globally know that digital will revolutionize marketing, and create a strategy, yet know they can’t execute it?
81%AGREE
““Only a third of executives believe that their approach to digital is
correct”“
⅙ have the skills to execute the strategy
DO YOU FEEL THAT DIGITAL IS DISRUPTIVE?
ExecutivesVS
Millennials
EXPONENTIAL GROWTH OF
DIGITAL TECHNOLOGIES
Link to Video
DIGITAL TRANSFORMATION
Transform or face Digital Darwinism
"When technology and society change faster than businesses are able to adapt, then the result is extinction"
EXECUTIVES HAVE ONLY 1 CHOICE
Global Digital Landscape
New Business Models
Strategizing with teams to develop competitive advantage
Integrating Millennials into a strategy to sustain your market position
Coaching executives to adopt a digital mindset
WHY AM I HERE?
Helping values-driven business to leave a legacy
ManagingChange
DigitalTechnologies
WE DON’T KNOW WHERE TO START
“
Digital Mindset◦ Flexibility◦ Integrity◦ Transparency◦ Openness
Cultures Clash◦ What is the
advertiser telling us about his marketing practices?
◦ What is the consumer telling us about her mindset?
◦ Link to Video
THE BREAKUP
IT WAS NOWControlled interactions Interactive dialogue
1 way messages 2 way messaging
Advertising not trusted Genuine communication among peers
Self-referencing Consumer judge quality
TV, radio, billboards Social media, mobile, video
Arrogant attitude Respectful attitude
Not responsive Flexible
Dogmatic Listening
RULES HAVE CHANGED
““Twitter added live streaming video — the last advantage the TV guys think they have over the digital disruptors.”
TURNS an iPhoneinto a video broadcaster
“
Live streaming video goes viral
“Zapcode connects to French-themed selfie via packets of flavored chips or pose with Wise’s famous owl mascot. Share across social channels, bridging
the on and offline experience.”
Zappar Augmented Reality
Integrating Zapcode with Vusayed Video
Hover over zapcode Connect to Vusayed video & other digital content
CUSTOMER IS BOSS
Impact: The Customer is Now in Charge◦ Very brand loyal◦ Blogs about every store visit◦ Uses e-coupons◦ Is a trendsetter◦ Shares pictures on social channels◦ Looks up pricing on mobile at
brick-and-mortar location
© 2014 Gartner. Inc
“DIGITAL FIRST” STRATEGY
◦ Active listening pervades company◦ Data driven◦ Customer and employee centric◦ Integrated◦ Innovative
From Consumer behavior to Data-Drive, Influence Marketing
DIGITAL INVOLVEMENT CYCLE
“Values will affect processes, from product design and hiring new
employees to evaluating performance and
customer communications.
– J.E. Rash
INTEGRATE VALUES
BREAKTHROUGH INNOVATION
Digital Innovation Unit◦ Low risk◦ Cross functional◦ Below radar◦ Empower employees
“
DIGITAL INNOVATION UNIT
“ “Values-driven business leave a legacy”“
“
CREATING SHARED VALUE [CSV]◦ Sustainability crosses all generations
and cultures◦ Millennials want to make a positive
impact on the world◦ Four-dimensional bottom line:
people, planet, profit, prosperity◦ Generate sustainable outcomes
“ “Change the Way You Think About Change”“
““How Can Digital
Impact Your Business?”“
Thanks!ANY QUESTIONS?Contact Me:Ira Kaufman, PhD • Sam Rasoul, MBA Entwine Digitalemail: [email protected]; [email protected]
Presentation crafted by Spencer Ploessl [a millennial] of Synecore [a digital agency]