Keynote speech I gave at the Best Internet conference in Tallinn, Estonia

1. STRATEGYFORA
DIGITALWORLD
(THE 30’VERSION)
@gerriesmits x @BestInternet2016
3/11/16

2. Hello! Tere! Hommikust!
:)

3. Aitäh, Little Miss SquirrelTHX

4. • Ik help organisaties om meer
uit het internet te halen.
• Ik ben gepassioneerd door
de impact van het ‘digitale’
op producten, op
communicatie, op
communities, op gedrag,…
• Ik doe dat door zo veel
mogelijk te vertrekken vanuit
gebruikers en hun behoeften.
20 years experience in industries
that got disrupted by internet
Music
Industry
TV
Print
Media
Marketing
Govern-
ment

5. • Ik help organisaties om meer
uit het internet te halen.
• Ik ben gepassioneerd door
de impact van het ‘digitale’
op producten, op
communicatie, op
communities, op gedrag,…
• Ik doe dat door zo veel
mogelijk te vertrekken vanuit
gebruikers en hun behoeften.
Now: impact of digital
& what to do with it
+
Comms
Marketing
Business/
Product
Organi-
sation
Education

6. Some organisations
I worked with/for

7. Today’s storyO
FROM DIGITAL STRATEGY TO STRATEGY FOR A DIGITALWORLD
BusinessDev
Product
HR
Digital
…

8. Today’s objective: A-Ha!O

9. We live in a world…
1st

10. The amount ofyears running that
CEOs have pointed at technology
as the single most important
external force shaping their
organisations
4
IBM study

11. Average period a company
stays in S&P 500
!

12. WhyTap when we can Talk?wtf

13. Data-Driven Educationwtf

14. We knowwho /where you arewtf

15. Mobile internet >>
80% of adults have mobile phone
wtf

16. A/B Testing
Potato Fields
with Drones
wtf

17. • Technologie
• UX
• Data
• Resources
• Security
• KPIs
• Partners
• …
Ifwe do this peer-to-peer,
it gets cheaper
wtf

18. • How to get user data?
• How to learn from data?
• How to match data to your products?
• How to match data to our marketing?
• How to get data scientists?
DIY Self-driving carwtf

19. Biggest crowdfunding project
ever, with crypto-currency
wtf

20. We live in a world where…wtf
Your own
WTF moment
here…

21. Rest assured
photo by http://www.dallasclayton.com/
phew

22. 1998Q
Theywere 7 when
YouTube launched
Year of birth for people
who are/turn 18 this year

23. “If the rate of
change on the
outside exceeds
the rate of change
on the inside, the
end is near.”
-
Jack Welch,
ex-CEO General
Electric

24. Marketing innovation
WOW

25. #reach #target #segmentationYES!

26. #push
#pushharder
YES!

27. Let’s face itSO
15,7%
2014
20%
2015
26,3%
2016
32%
2017
% of internet users who installed ad blocking (US)

28. Tax on Irrelevance€€

29. You don’t reach
anybody.
You earn(a fraction of attention from)
somebody.

30. “It’s not about
innovation.
It’s competence.
It’s the basics. “
-
Russell Davies,
advertising strategist
Photo credit: https://www.flickr.com/photos/rooreynolds/560117125/

31. Redefine Digital
re:

32. Digital creates friction &
uncertainty
?
Technology
People Your Business
fact

33. Chase technology?
Impossible & tiring
Peak of inflated
expectations
Through of
Disillusionment
Slope of
Enlightenment
Plateau of
Productivity
fact

34. smile #weneedanapp
source: Phil Adams

35. People are the steady bitfact
Human needs
and motivations
remain pretty
constant
Technology is
volatile and
changes rapidly
+ = ?

36. Strategyfor a Digital World“”
Digital is not about implementing
technology.
It’s understanding and applying a set of
principles, ways ofworking and a
culture
to meet people’s needs, behaviours &
changing expectations.

37. This way ofthinking is pointlessnah
BusinessDev
Corporate
Product
HR
Digital
…

38. Myframework
The Flip

39. Putting people centralflip
TO STRATEGY FOR A DIGITALWORLDFROM DIGITAL STRATEGY
BusinessDev
Product
HR
Digital
…

40. Really, really, really
understanding people
1

41. • Ik doe stakeholder-interviews om inzicht te
krijgen in behoeften, verwachtingen en
hindernissen.
dixit FarisYakob
“Customers are not the same as
people.
Customers are to people as
waves are to water.”

42. Our brains are positive illusion factories. (…)
94% of college professors report doing
above average work.
“
Dan & Chip Heath,
authors of ‘Switch’

43. Functional / Convenience
00
Emotional
Individual Group
The multi-faceted user/customer

44. People & needs are fairly robustphew

45. Readyfor muddywaters oftech>>

46. Technology and what it means
forthe user
2

47. Catch the CODs*tech1
* COD = Characteristic of Digital

48. #personalisationcod

49. #decentral #bottom-up
#disintermediation
cod

50. #selfpublishing
(#pushydad) • Arcade City
cod

51. What user
need does the
technology
tap into?
tech2

52. #extreme-convenienceneed

53. #access #experience #belongingneed

54. #your-own-imaginationneed

55. Change in people’s expectation?tech3
source: commons.wikimedia.org

56. • How to get user data?
• How to learn from data?
• How to get data scientists?
Twitter is so sloooow!wtf

57. “You know I bought those shoes…”from

58. • How to get user data?
• How to learn from data?
• How to get data scientists?
“You know I’m feeling sad…”to

59. Pains & gains foryour business3
Mission
Product
Process
HR
MarComm
…

60. Creates different lenses
to spot opportunities
look

61. From What to Whyproduct
This afternoon:
More on the Jobs To Be Done methodology

62. Focus on the Whylove

63. As old as the job
“Marketing is not the
art of finding clever
ways to dispose of
what you make. It is the
art of creating genuine
customer value.”
-
Philip Kotler, inventor
of marketing
shock

64. FROM
Making People
Want Things
TO
Making Things
People Want
flip

65. sub
Content
WHAT
Channels
WHERE
Form
HOW
User
WHO
Needs
WHY
Evaluation
DATA
Why Care, Why Share?

66. ACTIVITIES
TOOLS
ADVERTS
CONTENT
PURPOSE
Impact on Messaging
Source: Faris Yakob
MC

67. MC User-centric channel thinking
Be where people care2.0
Be where people are1.0
Be where people share3.0

68. #Energyondemand

69. If something has a 1.5 viral lift
and 100,000 views and
above, that was worth doing.
It’s a failure ifyou have
400,000 views and a 1.1 or 1.2
lift. That’s a flop.
We all need some SHO
“
“
Matt Stopera,
Sr Editor Buzzfeed
SHO

70. Lean Start-
up Philosophy
Create
Measure
Learn
agile

71. “We’ve got some
budget left. We need to
spend it this year.”
NOT
A often-heard phrase around
October/November

72. The MarTec
Challenge
skill

73. # 1 attribute
for success in
digital world
according to
business
leaders? Empathy
study University of South California
skill

74. • Informeren →
“Ah ja, nu snap ik waar die opleiding over
gaat.”
• Image building →
“Wow, kijk eens wie er allemaal betrokken is
in deze opleiding"
• Vertrouwen →
“Maar het educatief luik is ook wel in orde.”
ZLM loves NPSbonus
-
Clay Christensen

75. Breathe in, breathe out
</>

76. Let’s put people in the middleLet’s
"Digital is not about implementing
technology.
It’s understanding and applying a set of
principles, ways ofworking and a
culture
to meet people’s needs, behaviours &
changing expectations."

77. Let’s look at
technology
as wind
Let’s

78. Let’s realise it’s a bumpy rideLet’s

79. Let’s all
embrace
each other
Let’s

80. Forthis afternoon#
Tweet me >>
What is the 1 thing
you would like to learn?
@gerriesmits

81. SEEYOU @ 1300 >>
gerrie@gerriesmits.com
+32 491 354 365
@gerriesmits