Using your challenges to drive purposeful innovation, Digiday Agency Summit, October 2016
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Cary Tilds presentation at DAS October 2016
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Using your challenges to drive purposeful innovation, Digiday Agency Summit, October 2016
- 1. USING OUR BIGGEST CHALLENGES TO CREATE OUR BIGGEST OPPORTUNITIES @ctilds
- 2. 2006 2 20092007 2008 FacebookOpentoPublic 412.3 years – length in time it would take to view all content on YouTube (March 2008) Challenge Opportunity Tension @ctilds
- 4. 4 2015 Challenges2016 Challenges We need to innovate our own business models to address the exponential growth of technology. @ctilds
- 5. WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED WHEN WE CREATED THEM. ALBERT EINSTEIN @ctilds
- 6. USING OUR BIGGEST CHALLENGES TO CREATE OUR BIGGEST OPPORTUNITIES Our biggest challenge is doing more with the same or fewer resources and not having a purposeful system to handle that specific challenge. Subscribe to a higher purpose Assess the resources you have Determine if you can acquire incremental resources Develop a framework that involves people, process, and tools Assign tasks, giving responsibility to lead Be consistently purpose driven and aligned Don’t waiver @ctilds
Notas del editor
- In in 2007-2009 the economy was going in the tank. Living in Detroit metro area at that time was quite scary. At that time I ran digital media operations for Team Detroit, the agency created for Ford Motor company. GM and Chrysler were taking bail out money. Ford was not. In one year, we did at least 150 budget revisions for Ford’s media. Times were tough. Ford Fiesta Movement The Ford Fiesta case presented a creative and effective way of utilizing social networking and viral marketing to create interest and demand for a product in a cost effective manner. Through the use of agents, Ford achieved 4.3 million YouTube views, 540,000 Flickr views, 2,100 Facebook fans, 5,300 Twitter followers, 27,000 blog posts, 2,300 media stories, 35,000 test drives, and 162,000 people looking at a Fiesta model at events. This resulted in pre-launch brand awareness of 38% among 16-24 year olds and 50,000 sales leads, 97% of which were from people who did not own a Ford model (Stephen, 2010). Relative to traditional advertising, this campaign was significantly cheaper and created equivalent brand awareness and interest, demonstrating the power of social networking and viral marketing. According to the case, the pre-launch brand awareness was equivalent to the brand awareness for other cars Ford sold in the US backed with traditional advertising (Stephen, 2010). Not only was brand awareness equivalent, but more importantly consumers were actively engaged in thinking and communicating with the product.
- January 2016 JPMorgan is pricing in a 22 percent chance of a recession, while BofAML said the risk is about 20 percent — both figures fairly close to their historical norm for any year. September 27, 2016 The world’s largest economy continues operating at two speeds. On the one hand, a strong U.S. dollar and lackluster global demand are weighing on exports, while low oil prices and rising election uncertainty continue adding pressure on business investment. On the other hand, a solid labor market, rising real wages and buoyant consumer confidence are boosting household spending. Economic data for August showed that the ISM manufacturing index fell into contractionary territory for the first time in six months and nominal retail sales decreased over the previous month. The drop in retail sales mainly reflected a price effect from the fall in gasoline prices that month rather than a slowdown in consumption. In fact, consumer fundamentals remain rock solid: employers created 151,000 new jobs in August and consumer confidence rose to an 11-month high. At Domopalooza 2016, General Stanley McChrystal said, “Data is exploding faster than our ability to put our arms around it, so you’re going to have to adapt. The right answer on Monday is never going to be the right answer on Tuesday.” https://www.digitalgov.gov/2013/10/22/tuesday-trends-lets-talk-connected-devices/ Today, there are 10 billion connected devices. By 2020, data from connected devices will more than double all global Internet traffic in 2012. Traffic from connected devices will grow 24 times in just five years. Global connected device revenue is $200 billion now and could grow to $1.2 trillion in 2020. In the future, virtually everything we make will be able to connect to the Internet.
- Fill in the story about how we organized ourselves within the team, rather than in silos within the “branded agencies” in order to share, learn and apply faster.