Winning in the di i l ld digital world (part 3 of 4) Peter Fisk, CEO of GeniusWorks Author of Marketing Genius (part 3 of 4) Author of Marketing Genius
"Winning In The Digital World" Masterclass by Peter Fisk (Part 3 of 4)
Aug 20, 2015
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Winning in the
di i l ld digital world
(part 3 of 4)Peter Fisk, CEO of GeniusWorks
Author of Marketing Genius
(part 3 of 4)
Copyright Peter Fisk [email protected]
Author of Marketing Genius
Winning in thePart 1. Digital World
• Times of crisis and change, winners and losersPower shifts and the digital revolution g
digital world
• 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
Part 3. Digital Marketing
• Nike+ and Nintendo Wii, T-Mobile and M-Pesa• Omnitel: Online Store 2012
• 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
Part 4. Digital Impact
• What will you do?
• Migrating customers to the digital worldg g g• Integrating digital initiatives and experiences• Delivering, measuring and evolving digital impact• Apple iTunes and Dove, Tchibo and O2• Omnitel: Marketing Priorities 2010
Copyright Peter Fisk [email protected]
Jones SodaCopyright Peter Fisk [email protected]
ConnectedCollaborative
Customised
CollectiveContent
CommunityyConversations
7Cs of digital marketingCopyright Peter Fisk [email protected]
g g
Physical ConnectedPhysicalProduct
ConnectedCollaborative
PriceP ti
CustomisedC iPromotion
PlaceConversationsCommunityPlace
ProcessCommunityCollective
People Content
7Ps v 7CsCopyright Peter Fisk [email protected]
Networks/ExchangesDon’t Waste a Single Impression!
... Network powerCopyright Peter Fisk [email protected]
p
Pull
BuySolutionsBenefitsDialogue
PermissionPerceived value
RelationshipOn customers terms
Push
SellProductsFeatures
BroadcastInterruption
PriceTransaction
On business terms
From push ... To pullCopyright Peter Fisk [email protected]
p p
Traditional MediaAccess
Production
Consistency
Professionalism
Passive Consumers
Active Prosumers
Conversation
R l ti hiRelationships
Annotation
Self-exposure
Social Media
From push ... To pullCopyright Peter Fisk [email protected]
p p
Copyright Peter Fisk [email protected]
Copyright Peter Fisk [email protected]
37%52%
Upload photos to shareWatch video on YouTube
% internet users
32%35%
37%
Read a blogUse online social networking sites
Upload photos to share
22%28%
32%
Post comments on a forum or blogTag online content
Rate a product or service
13%14%
19%
Create/work on a blog for othersCreate/work on a webpage
Download a podcast
11%13%
0% 10% 20% 30% 40% 50% 60%
Create/work on your own blogCreate/work on a blog for others
Online today ...Copyright Peter Fisk [email protected]
y
Curators • Edit a wiki – <1%*• Moderate a forum – <1%
Producers • Write in a blog – 21% • Upload a video – 18%
• Write in a discussion forum 47%*
CommentersSh li id 37%
• Write in a discussion forum – 47%• Rate a product or service – 32%**• Comment on a blog post – 22%**
Sharers• Share online video – 37%• Update profile – 35%• Upload photos – 23%
Watchers• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
... doing moreCopyright Peter Fisk [email protected]
g
FedexCopyright Peter Fisk [email protected]
... Virtual FedexCopyright Peter Fisk [email protected]
UPSCopyright Peter Fisk [email protected]
... Click UPSCopyright Peter Fisk [email protected]
FacebookFacebook
SMSess
CallClo
sene
Getting closer ... Being realCopyright Peter Fisk [email protected]
g g
ThreadlessCopyright Peter Fisk [email protected]
ThreadlessCopyright Peter Fisk [email protected]
ThreadlessCopyright Peter Fisk [email protected]
3000 “lead users” co-create customised products
and recommend others
4.0 million worldwide users register their details enabling a personal
dialogue and relationship
and recommend others
8.6 million worldwide users participate directly with Lego in their online community,
but are not registered by name
g p
20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active
households
LegoCopyright Peter Fisk [email protected]
g
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