Business Planning in the Digital Age

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The speed of technology innovation means the world changes every Tuesday. Does the concept of a 'business plan' still make sense? This presentation looks at 5 tactics to update your planning for a digital age, focusing on a "pilot and play" approach. Includes case studies.

Empresariales

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LEARNING TO SEE THROUGH
MOBILE TINTED GLASSES
Renate Nyborg, Global Director of Mobile

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HELLO!
I’m @renate
from Edelman

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WHAT’S ON MY MIND
NOT THIS

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WHAT’S ON MY MIND
OR THIS

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ARE AD/PR AGENCIES DEAD?
We’re not in Kansas anymore...

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THE WORLD CHANGES EVERY TUESDAY Tweet me!
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Google Glass 3D printing
Pebble SnapChat

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THE QUESTION IS:
If the world changes every
Tuesday, can we still write a
‘business plan’?

HOW
can we plan ahead
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A NEW PERSPECTIVE ON BUSINESS
WHO
should do it
WHAT
has changed

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THE WORLD HAS CHANGED
SPOT THE
DIFFERENCE?

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THE INFLECTION IS COMING (INDIA 2012)
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THE WEB IS MOBILE

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60%+ Facebook & Twitter
100% Instagram
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SOCIAL MEDIA IS MOBILE

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Google and search are
at the very core of the
mobile experience
SEARCH IS MOBILE
1 in 4
Google searches
are on mobile

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0
17,500
35,000
52,500
70,000
Social Networing News Reference TV Guides Retail
TOTALAUDIENCE
44%
49%
58%
45%
61%
FASTEST GROWING CONTENT CATEGORIES (2011 to 2012)
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NEWS IS MOBILE

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MOBILE DRIVES ACTION
95% of smartphone users conduct local searches
90% will act on their results within 24 hours
64% of smartphone restaurant searches convert
within one hour
Source: Google Think Insights, October 2012

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REACH NEW AUDIENCES
MOBILE
WEB
PERCEPTION REALITY
MOBILE
WEB

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BILLION
6
MOBILE IS EVERYONE Tweet me!
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MOBILE IS GLOBAL Tweet me!
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BRANDS DON’T RULE Tweet me!
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63%
37%
TOP 100 UK BRANDS
IN FACT, BRANDS ARE BEHIND
Optimised
Unoptimised
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83%
10%
7%
ENGAGEMENT
74%
1%
25%
BUDGET
Print Mobile Other
AND THE GAP IS WAY TOO BIG Tweet me!
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HOW
can we plan ahead
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A NEW PERSPECTIVE ON BUSINESS

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CAN WE STILL ‘PLAN’ BUSINESSES?
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LETS PLAN(T) SOME
SEEDS OF CHANGE

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MOBILE IS BEHAVIOUR
Home Work
Shop Play
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KNOW YOUR AUDIENCE
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ARE YOU THINKING ABOUT THEIR
LIFESTYLE OF MOBILITY?

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LISTEN TO SIGNALS
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PLAY AND PILOT
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CASE STUDY: FACEBOOK ADS
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UK BUDGET: £4,600
SPOT THE
DIFFERENCE?

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CASE STUDY: CAPTAIN MORGAN
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500,000+ new Facebook fans
300%+ increase in engagement
What is the ROI of
social media?
Gee, I don’t know.
Let’s find out using
MOBILE!

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SWITCH UP RECRUITMENT
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SEE THROUGH MOBILE GLASSES
Coeuis
Summly
Hailo

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START MAKING SENSE
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I’m @renate

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THESE ARE OUR SEEDS FOR CHANGE
TREND SPOTTING
LISTEN TO SIGNALS
PLAY & PILOT
ENTREPRENEURIAL EMPLOYEES
A NEW PERSPECTIVE

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THANKS!
Renate Nyborg
renate.nyborg@edelman.com

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OUR SERVICE OFFERING

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Number 2 in food
Number 1 in news
PROMOTION

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TRAINING
Edelman Mobile Learning apps
Available May 2013

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2. Tweet me! I’m @renate HELLO! I’m @renate from Edelman

3. Tweet me! I’m @renate WHAT’S ON MY MIND NOT THIS

4. Tweet me! I’m @renate WHAT’S ON MY MIND OR THIS

5. Tweet me! I’m @renate ARE AD/PR AGENCIES DEAD? We’re not in Kansas anymore...

6. Tweet me! I’m @renate THE WORLD CHANGES EVERY TUESDAY Tweet me! I’m @renate Google Glass 3D printing Pebble SnapChat

7. Tweet me! I’m @renate THE QUESTION IS: If the world changes every Tuesday, can we still write a ‘business plan’?

8. HOW can we plan ahead Tweet me! I’m @renate A NEW PERSPECTIVE ON BUSINESS WHO should do it WHAT has changed

9. Tweet me! I’m @renate WHAT has changed

10. Tweet me! I’m @renate THE WORLD HAS CHANGED SPOT THE DIFFERENCE?

11. Tweet me! I’m @renate THE INFLECTION IS COMING (INDIA 2012) Tweet me! I’m @renate THE WEB IS MOBILE

12. Tweet me! I’m @renate 60%+ Facebook & Twitter 100% Instagram Tweet me! I’m @renate SOCIAL MEDIA IS MOBILE

13. Tweet me! I’m @renate Google and search are at the very core of the mobile experience SEARCH IS MOBILE 1 in 4 Google searches are on mobile

14. Tweet me! I’m @renate 0 17,500 35,000 52,500 70,000 Social Networing News Reference TV Guides Retail TOTALAUDIENCE 44% 49% 58% 45% 61% FASTEST GROWING CONTENT CATEGORIES (2011 to 2012) Tweet me! I’m @renate NEWS IS MOBILE

15. Tweet me! I’m @renate MOBILE DRIVES ACTION 95% of smartphone users conduct local searches 90% will act on their results within 24 hours 64% of smartphone restaurant searches convert within one hour Source: Google Think Insights, October 2012

16. Tweet me! I’m @renate REACH NEW AUDIENCES MOBILE WEB PERCEPTION REALITY MOBILE WEB

17. Tweet me! I’m @renate BILLION 6 MOBILE IS EVERYONE Tweet me! I’m @renate

18. Tweet me! I’m @renate MOBILE IS GLOBAL Tweet me! I’m @renate

19. Tweet me! I’m @renate

20. Tweet me! I’m @renate BRANDS DON’T RULE Tweet me! I’m @renate

21. Tweet me! I’m @renate 63% 37% TOP 100 UK BRANDS IN FACT, BRANDS ARE BEHIND Optimised Unoptimised Tweet me! I’m @renate

22. Tweet me! I’m @renate 83% 10% 7% ENGAGEMENT 74% 1% 25% BUDGET Print Mobile Other AND THE GAP IS WAY TOO BIG Tweet me! I’m @renate

23. HOW can we plan ahead Tweet me! I’m @renate A NEW PERSPECTIVE ON BUSINESS

24. Tweet me! I’m @renate CAN WE STILL ‘PLAN’ BUSINESSES? Tweet me! I’m @renate

25. Tweet me! I’m @renate LETS PLAN(T) SOME SEEDS OF CHANGE

26. Tweet me! I’m @renate MOBILE IS BEHAVIOUR Home Work Shop Play Tweet me! I’m @renate

27. Tweet me! I’m @renate KNOW YOUR AUDIENCE Tweet me! I’m @renate ARE YOU THINKING ABOUT THEIR LIFESTYLE OF MOBILITY?

28. Tweet me! I’m @renate LISTEN TO SIGNALS Tweet me! I’m @renate

29. Tweet me! I’m @renate PLAY AND PILOT Tweet me! I’m @renate

30. Tweet me! I’m @renate CASE STUDY: FACEBOOK ADS Tweet me! I’m @renate UK BUDGET: £4,600 SPOT THE DIFFERENCE?

31. Tweet me! I’m @renate CASE STUDY: CAPTAIN MORGAN Tweet me! I’m @renate 500,000+ new Facebook fans 300%+ increase in engagement What is the ROI of social media? Gee, I don’t know. Let’s find out using MOBILE!

32. Tweet me! I’m @renate SWITCH UP RECRUITMENT Tweet me! I’m @renate

33. Tweet me! I’m @renate SEE THROUGH MOBILE GLASSES Coeuis Summly Hailo

34. Tweet me! I’m @renate START MAKING SENSE Tweet me! I’m @renate

35. Tweet me! I’m @renate THESE ARE OUR SEEDS FOR CHANGE TREND SPOTTING LISTEN TO SIGNALS PLAY & PILOT ENTREPRENEURIAL EMPLOYEES A NEW PERSPECTIVE

36. Tweet me! I’m @renate WHO should do it

37. Tweet me! I’m @renate

38. Tweet me! I’m @renate THANKS! Renate Nyborg renate.nyborg@edelman.com

39. Tweet me! I’m @renate OUR SERVICE OFFERING

40. Tweet me! I’m @renate INSIGHT

41. Tweet me! I’m @renate APPS

42. Tweet me! I’m @renate Number 2 in food Number 1 in news PROMOTION

43. Tweet me! I’m @renate TRAINING Edelman Mobile Learning apps Available May 2013