Digital Transformation with the Racoon Framework - Lecture at the University of Zurich

Hochschule Luzern Wirtschaft 1

Digital Transformation

Florian Wieser Founder & CEO

for:

2

Florian Wiese/r

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Age of 19: Foundation of the first company

Studies at ZHdK New Media

Head of Community Program lomography.com

Foundation of digital agency coUNDco AG

Development of first Swiss Online

Marketing Course Founding of intl. digital agency network BoxNetworkEurope 2007

2002

2008

2010

2011 Founding of Center for

Storytelling2013-2015

Best of Swiss Web Juror Digital Brand Campaigns

2014 Co-development, mentoring, lecturing “Community” at a CAS

at University of Lucerne

2015Foundation of consultancy The Relevent Collective AG

2014KTI Research project about motivations in digital Communities

Foundation of The Purpose

Academy2016Why I’m here today

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#OMG #OMG they found me

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This is my 5th Revolution

The Internet is overrated

Social Media is overrated

Digital Communities are overrated

Digitization is overrated

Digital Transformation is … (not so sure)

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What we do

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What do you think are the biggest challenges companies face in digital transformation today?

coUNDco - Digital First. 7 7

What’s happening?

Exponentielle Transformation: Futurist Keynote Speaker Gerd Leonhardhttps://youtu.be/ystdF6jN7hc

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1.Information / Content

2.Music / Media

3.Books / Print

4.Films / TV

5.Transportation / Mobility 6.Banking / Financial

7.Real Estate / Construction

8.Pharma / Medical

9.Energy / Utilities

10.Water / Food

Disruption

Futurist Gerd Leonhard http://www.gerdleonhard.de/

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Megatrends

Futurist Gerd Leonhard http://www.gerdleonhard.de/

Science Fiction

Futurist Gerd Leonhard http://www.gerdleonhard.de/

is becoming

Science Fact

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Emoji Poll

Who of you would say is in constant change?

Who of you would say prefers a more steady way of life?

coUNDco - Digital First. 14 14

Facing the Challenges

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There is no plan

It depends…

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Repetition of Buzzwords (Actions & Topics) - Yes I’m using them too

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The Gen… Problem

Gender Diversity Generation Game

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C-Level: Hard factor, soft factor dilemma

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Dysfunctional Structures

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Challenges at a glance

•It depends… •Buzzwords not embraced •The Gen… problem •Hard factor, soft factor dilemma •Dysfunctional structure

22Your digital transformation

coUNDco - Digital First. 23 23

Our contribution

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PEOPLE DRIVE BUSINESS.

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The Racoon Framework

Mindset

Tool

set

Culture

Relationship

driven

Purpose driven

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Human Centered VS. Relationship Driven

VS.

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The Racoon Content Driven Process

Content

Infrastructure

OrganisationCampaigning Community Transformed

Mindset

ToolsetCulture

Relationship driven

Purpose driven

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Let’s lift the treasure

MATCH

GAIN CREATORS

PAIN RELIEVERS

PRODUCTS & SERVICES

GAINS

PAINS

CUSTOMER JOBS

CUSTOMER PROFILEVALUE MAPContent

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Toolset

Infrastructure

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Relationship Landscape

Organisation

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Team Management System as a solid base for collaboration

Organisation

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Team Management System as a solid base for collaboration

Organisation

78%

115%78%

92%

108%

117%

128%84%

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Team Management System as a solid base for collaboration

Organisation

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Live Chats - yes it’s yet another tool - is it?

Organisation

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Communication internally / externally

Campaigning

•Slack

•Notice board

•Intranet - only if it’s a vivid channel

• internal Blog

•Newsletter

•Message from the CEO

Internal External

•Owned Channels / Social Channels

•Targeted Ads / Growth Hacking

•Cooperations

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Keep it vibrant

Community

Inspired by Feverbee Framework adapted for The Relevent Collective

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The Result

Transformed Teams, Units, Partnerships and Companies

#fail

advertising from +vision (optical store)

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The Racoon Content Driven Process

Content

Infrastructure

OrganisationCampaigning Community Transformed

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The Racoon Organisational Driven Process

Content

Infrastructure

Organisation CampaigningCommunity Transformed

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PEOPLE DRIVE BUSINESS. Business DRIVES Content.

CONTENT DRIVES COMMUNITIES. COMMUNITIES DRIVE Organisations. Organisations DRIVE Technology.

Technology DRIVEs PEOPLE. People DRIVE Transformation.

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YOU DRIVE.Sense the topics that resonate

Shift Mindsets Embrace Toolsets Nurture Culture

Build strong Relationships Boost Awareness

Never stop asking WHY

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‘Florian Wieser’

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