Winning in the di i l ld digital world (part 4 of 4) Peter Fisk, CEO of GeniusWorks Author of Marketing Genius (part 4 of 4) Author of Marketing Genius
"Winning In The Digital World" Masterclass by Peter Fisk (Part 4 of 4)
Aug 20, 2015
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Winning in the
di i l ld digital world
(part 4 of 4)Peter Fisk, CEO of GeniusWorks
Author of Marketing Genius
(part 4 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
• Omnitel: Mobile Internet 2010
• 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• Action planning
Copyright Peter Fisk [email protected]
Innovation timelineCopyright Peter Fisk [email protected]
Extinction timelineCopyright Peter Fisk [email protected]
Change will happen if A x B x C > Dwhere
A = an inspiring vision of the what the future organisation will be likeB = the reasons why the current organisation cannot continueC = the first practical steps to get towards the future organisationD = people’s resistance to change, and preference to stay as they are
Making change happenCopyright Peter Fisk [email protected]
g g pp
Performance
Perform
Gain toachieve
Change
Change tomanage
Shock
Denial
Resolve
Risk toovercome
AngerExplore
Accept
Time
Making change happenCopyright Peter Fisk [email protected]
g g pp
DoveCopyright Peter Fisk [email protected]
DoveCopyright Peter Fisk [email protected]
Tell othersCustomer Tell others
Pay more
Cost less
Customerprofitability
Buy more
Repurchase
PurchasePurchase
Time0
LoyaltyCopyright Peter Fisk [email protected]
y y
Harley Davidson 18 9%Harley Davidson 18.9%Disney 14.8%Coca Cola 7.7%Google 6.6%gPepsi 6.1%Rolex 5.6%Nike 4.6%Adidas 3 1%Adidas 3.1%
The world’s favourite brand tattoosCopyright Peter Fisk [email protected]
89
10% customers who are promoters“On a scale of 0 to 10
how likely are you to recommend us to a
5678
% customers who are passiverecommend us to a colleague?”
Promoters minus
detractors
NetPromoter
Score
2345
% customers who are detractors
012
Example
5
9
Jan
8
8
Feb
9
7
Mar
9
5
Apr
Customer A
Customer B Jan Feb Mar Apr
4
5
6
6
9
8
8
7Customer C
Customer D
60%
20%
20%
60%
40%
0
0
60%
40%
20%
60%
20%Promoters
Passives
Detractors7 6 8 8Customer E
Net promoter score
-40 -60 40 0NPS (%)
Copyright Peter Fisk [email protected]
p
Copyright Peter Fisk [email protected]
Copyright Peter Fisk [email protected]
Copyright Peter Fisk [email protected]
Copyright Peter Fisk [email protected]
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