digital innovation, a how-to guide
DESCRIPTION
Presented at the DMA Detroit Educational Conference. Highlights how marketers can leverage insights from inside and outside their organization to help improve products/service or help ensure the company captures new markets. Special thanks to Julie Anixter of Think Remarkable for contributing to the slides provided.TRANSCRIPT
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Welcome#dmaDetroitEd
Melissa Fisher | February 28, 2014
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Digital InnovationNew Technologies– something for everyone.DMA Detroit | Melissa FisherFebruary 2014
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2.5 Billion Searches Daily
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But wait, there’s more…
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by James Faulkner
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NFC-Enabled Smartphones Replace Hotel Room Keys and Check-ins at Clarion Hotels
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Digital Innovation WorkshopSocial Media – something for everyone.
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600 Million Active Facebook Users
10
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Rapid Fan Page Growth Requires Focused Effort
2010 2011
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Social Media: Facebook Leads while others are rising fast
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2+ Billion Videos Watched Daily
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Twitter: 200 Million UsersTweets: Almost 100 Million per day
Source: Mashable
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200+ MillionThe number of blogs on the Internet.
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227 Million Users187 Million Unique Visitors per Month
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• 40% check in daily, 92% after work• 3M company sites but only 1.2 featuring products/services
• 2.1 Million Groups• 75,000 developers using Linkedin’s API
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The Mass Market• your clients• your customers• your employees• your channel partners• your volunteers• your investors• your donors• your critics• your fans• your competition.... • anyone who has internet access…..and an opinion.
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DMA Detroit | February 2014Melissa Fisher
Social Innovation for Marketers
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How Do Brands Innovate Online? 1. They Experiment2. They Plan3. They Listen4. They’re Transparent5. They Share6. They Get Personal7. They Contribute8. They Welcome Criticism9. They’re Proactive10. They Measure
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How Do Brands Need to Collaborate?
1. With their customers2. With their customer data in mind3. With their agencies in new ways
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Socially InnovatingInnovation: Doing something different
Social: With other people
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Source: Rowan Gibson
Social Media as Innovation CAPABILITY
Outside
Inside
Incremental Disruptive
Increase Revenue
Reduce Expenses
Improve Customer Experience
Another Company Strategy or Goal
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Crowd Sourcing to Improve… Submit, Discuss, Vote
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Crowd Sourcing to Improve… Submit, Discuss, Vote
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Crowd Sourcing to Improve…
Buy-In Across The EnterpriseStrategic Planning
Retiree Solutions, EAG/Key, Health Plans, Accredo, Wireless Strategy, DNA Direct, Verbal Rx
Sparx
30 events3,000+ unique participants2,800+ ideas
Process Improvement
Proposals, UHG, Accredo Sales Forum, PBM Revenue Admin., UBC Recruiting, Accredo Nurse Scheduler
Technology Enhancements
•Screen prototypes across all BPR work streams•iPad screen prototypes for Accredo in-home nurses
SWAT
Healthcare Operations, Physician Operations, Patient Operations, Order Processing
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Sponsor Testimonial“Our main focus was strategic planning for this year and beyond. Specifically, we wanted to identify ways to enhance our existing programs and create a future road map aligned with Medco’s objectives of winning and retaining new business, improving profitability, and driving a sustainable service margin.
Sparx enabled us to seamlessly connect all of our employees and expedite our planning process that otherwise would’ve taken a much longer time to complete. The amount of idea generation and documentation that we accomplished through virtual conversations was incredible.”
- Event Sponsor Medco Extra, January 20, 2013
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Crowd Sourcing to Develop the Next… Submit, Discuss, Vote
“One challenge. One idea. Millions of dollars in results.
One idea. Several billion dollar businesses.”
MIKE NEFF, Director Consumer ProductsComputer Science Corporation, Detroit
Mr. Neff is a partner in CSC's Global Technology and Consumer Vertical and a Practice Director for the Consumer/Retail Segment.
“115X ROI”
JEFF PIERCE, Innovation ArchitectPITNEY BOWES
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Targeted Social-Mobile to Drive Trial
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Keeping Fans Engaged
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“Self Expression is the new entertainment.” - Arianna Huffington
Why Are People Doing This?
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Create Your Own Private Online Communities
Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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If you don’t, they will…
• http://www.youtube.com/watch?list=RDAy7hFIYQFnw&v=5YGc4zOqozo
1:36
Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Crowd Sourcing to Improve…
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Social Product Development
https://www.quirky.com/ge
Crowd Sourcing to Develop the Next…
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Fan Favorites
Crowd Sourcing to Develop the Next…
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Adding FB, Twitter, to enterprise innovation
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“Social” as the Innovation Platform
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Google’s Invitation …to Play in Their Lab
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Using Linked In to Engage Innovators
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Business School. Interns & Insights
Business Development Partnership
Got Stuck. Got Help.
Knowledge Exchange
Stayed Connected
Customer Insights
Knowledge Exchange
Knowledge Exchange
Career Opportunity
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Takeaways• It’s a blend: use Social Innovation leveraging your
networks inside + outside• Social Innovation builds community + company• Communities = shared entertainment + shared
innovation• B2C Social strategies can be repurposed for B2B • Where do you focus? Internal or Externally • What do you use? Facebook, Twitter, YouTube, LinkedIn• Get going…
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Experiment!
Experiment personally before professionally
Join some LinkedIn groups
Try a variety of social toolsBe yourself, make some friends, and share
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Workshop Instructions• Pick one quadrant you want to explore• Borrow one of these takeaways or another idea• Blend• Share with partner• Share with us and get feedback / questions
Takeaways• Giving it away “free” is not free, i.e. have a social media budget• Free (great) content builds community + company• Communities = shared entertainment + shared innovation• Social strategies can be repurposed for B2B • Internal or Externally: Facebook, Twitter, YouTube, Linked In, etc.• Get going…
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Workshop on Social Innovation
Outside
Inside
Incremental(product, service)
Disruptive(the future)
Increase Revenue
Reduce Expenses
Improve Customer Experience
Another Company Strategy or Goal
Innovation: Doing something differentSocial: With other people
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Customer Centric Innovation Marketing & Gaining Executive Buy In
Linking new marketing strategies to core business value
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Winds of Change
http://www.youtube.com/watch?v=zxDfcyT92wQ
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Define Your Market Segments Both Internally & Externally
What motivates your CMO, CFO or CEO?
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Price
C.O.G.S.Margin
Errors &Mistakes
A/R Days
G&A Expenses
Labor Cost
Service Time
Ancillary Sales
8 Cash Flow & Profit Drivers
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Filter for Priorities That Deliver One of 4 Key Deliverables
Increase Revenue
Reduce Expenses
Improve Customer Experience
Another Company Strategy or Goal
To get the true attention of senior leaders…When selling new strategies & tactic's, correlate them to delving business value.
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Do You Find Gaining Funding Easy?How do you gain support?
(group discussion)
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Thank You…Personal email: [email protected]
Professional: [email protected]
LinkedIn.com/in/MelissaFisher7
Twitter.com/MelissaFisher7
Google+/MelissaFisher7
www.RebootPartners.com ©