innovation as a mindset - northern nevada business summit presentation
TRANSCRIPT
Confidential. Intellectual property of Noble Studios.
Innovation as a MindsetNorthern Nevada Business Summit · November 5, 2015
@ChadHallert@SharonLSperry
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Reno’s History of Innovation
@ChadHallert@SharonLSperry
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Autodesk Desk Google Partner
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Noble Studios: An Innovative Agency
@ChadHallert@SharonLSperry
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Chad HallertWinner of The Direct Marketing News' 40 Under 40 and an expert in Digital Marketing, Analytics and Optimization, Chad Hallert brings more than 15 years of digital marketing leadership experience to his role as Strategy Director at Noble Studios. Chad was also an honoree at last night’s Reno-Tahoe 20 under 40 Awards hosted by the Young Professionals Network and RGJ.
Some of Noble’s Top Innovators
Sharon SperryWith 20 years of experience in world-class organizations, Sharon Sperry is a master at building culture and high performance teams. Her focus is "elevating the nature of work." As the talent and organization director for Noble Studios, Sharon plays a vital role in the agency’s growth strategy and culture.
@ChadHallert@SharonLSperry
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• Illustrate Innovation Mindset in leadership, culture and technology
• Explore how mobile technology innovation has reshaped our world
• Provide inspiration for championing an Innovation Mindset
Objectives
Confidential. Intellectual property of Noble Studios.
Innovation Mindset inLeadership, Culture and Technology
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The act or process of introducing new ideas, devices, or methods
In·no·va·tion
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• A push to improve efficiency and effectiveness of organizations
• Growing consumer expectations
• Wanting to differentiate from the competition
• The amount of innovation your competitors are doing
• It’s human nature
Why Do We Innovate?
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Mindset •Toolset • Skillset
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Innovators – How do they think?
George Lucas – “Whatever has happened in my quest for innovation has been part of my quest for immaculate reality.”
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Innovators – How do they think?
Jeff Bezos (Amazon)– “Frugality, like other constraints, is a driver of innovation.”
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Innovators – How do they think?
Sergey Brin (Google) – “Once you get too many rules, that will stifle innovation.”
Confidential. Intellectual property of Noble Studios. 13
“Innovation distinguishes between a leader and a follower.” – Steve Jobs
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• Starts with a Noble Purpose
Characteristics of an Innovative Mindset
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• Starts with a Noble Purpose • Challenges the status quo
Characteristics of an Innovative Mindset
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• Starts with a Noble Purpose • Challenges the status quo• Strives for something better
Characteristics of an Innovative Mindset
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• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought
Characteristics of an Innovative Mindset
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• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)
Characteristics of an Innovative Mindset
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• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose
Characteristics of an Innovative Mindset
@ChadHallert@SharonLSperry
#InnovationMindset#NNBS1520
• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things
Characteristics of an Innovative Mindset
@ChadHallert@SharonLSperry
#InnovationMindset#NNBS1521
• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly
Characteristics of an Innovative Mindset
@ChadHallert@SharonLSperry
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• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly • Utilizes structure to foster innovation (vs. constrain movement)
Characteristics of an Innovative Mindset
@ChadHallert@SharonLSperry
#InnovationMindset#NNBS1523
• Starts with a Noble Purpose • Challenges the status quo• Strives for something better• Is open to diversity of thought • Generates a LOT of ideas (but only acts on the best ones)• Prioritizes with purpose• Tries new things• Iterates rapidly • Utilizes structure to foster innovation (vs. constrain movement)• Learns continuously
Characteristics of an Innovative Mindset
Confidential. Intellectual property of Noble Studios.
“A noble purpose inspires sacrifice, stimulates innovation and encourages perseverance.” – Gary Hamel
Confidential. Intellectual property of Noble Studios.
• Imagine the Future• Brainstorm
Possibilities• Discover Realities• Clarify
Expectations• Plan for Iteration
Think
• Design for inspiration
• Develop for quality • Prototype rapidly• Build iteratively
Make
• Utilization of marketing technology
• Marketing as art and science
• Continuous optimization Measure
Noble’s Innovative Approach
Confidential. Intellectual property of Noble Studios. 26
How Mobile Technology Innovation Has Reshaped Our World
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What was the first thing you did this morning, after waking up?
A) Brushed my TeethB) ExercisedC) Ate Breakfast D) Checked my Phone
Let’s Start with a Question
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Who Would Have Guessed It?
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What Would You Give Up For Your Smartphone?
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Computer
Shoes
Toothbrush
Sex
Exercise
Caffeine
Chocolate
Alcohol
0% 10% 20% 30% 40% 50% 60% 70% 80%
20%
21%
22%
33%
54%
55%
63%
70%
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A History of Innovation
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Fast Forward to 2015
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We All Saw It Coming
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What About Behaviors & Expectations?
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The average person checks their smartphone
150x per day
We Are Always Connected
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But, with only 177 minutes of time spent on our phones, the average session is just
1 minute and 10 seconds
We Are In a Hurry
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And We Are Expecting More
Exploration
One Size Fits All
Patience
Intent Driven
Context & Relevance
Immediacy
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Mobile Traffic
+20%
Session Duration
-18%
Conversion Rate
+29%
What The Data Shows
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Living in Micro-Moments
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An Even Better Definition
Google’s micro-moments
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The Moments That Matter
I want to know I want to go I want to do I want to buy
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I Want To Know MomentsSomeone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspiration, not the hard sell
Curiosity can be triggered by anything and satisfied at any time.
Of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial
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I Want To Go MomentsPeople are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment
Our digital lives connect us to our physical world.
“Near me” searches have grown 2x in the past year
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I Want To Do MomentsThese may come before or after the purchase. Either way, these are “how to” moments when people want to help with getting things done or trying something new. Being there with the right content is key.
We seek instruction for just about everything
Searches related to “how to” on YouTube are growing 70% year-over-year
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I Want To Buy MomentsThese are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
Mobile assists in purchases across channels
Of smartphone users consult with their phone while in a store
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A Real Life Example• Flight cancellations leaving 90,000
passengers stranded daily• “I-needa-hotel-ASAP” moment• Tracked flight delays in real time
and triggered targeted search ads:
“Stranded at the airport? Come stay with us!”
60% increase in bookings from search campaigns
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What Can You Do?
Be There Be Useful Be Quick
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• Create a Google My Business listing• Take ownership of 3rd party review sites • Identify key customer moments• Consider advertising
Be There90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online
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• Understand user intent• Have empathy• Utility over sexiness• Play the long game
Be Useful69% of smartphone users are more likely to buy from companies whose sites help them easily find answers to their questions.
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• Anticipate your customers’ needs• Eliminate steps to completion• Make your site fast • And then make it even faster
Be Quick40% of shoppers will wait no more than three seconds before abandoning a retail or travel site.
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The Payoff
Being there and being useful in micro-moments won’t only improve your customers’ lives; it’ll improve your bottom line.
Confidential. Intellectual property of Noble Studios. 51
Championing an Innovation Mindset
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“If you can dream it, you can do it.”
– Walt Disney
Dream it. Do it.
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How are you going to have an innovation mindset in 2016?
How are you going to innovate your marketing in 2016?
Brainstorm. Then jot down…
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• It all starts with Innovation Mindset in leadership, culture
• Mobile technology has changed the world around us, creating a greater need for innovation
• All of us can be champions of an Innovation Mindset
In Summary
Confidential. Intellectual property of Noble Studios.
Thank you.Visit noblestudios.com/innovation for a copy of our Innovation as a Mindset presentation.
@ChadHallert@SharonLSperry
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http://www.huffingtonpost.com/2011/08/03/how-americans-value-their-smartphones_n_917622.htmlhttp://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/http://abcnews.go.com/blogs/technology/2013/05/cellphone-users-check-phones-150xday-and-other-internet-fun-facts/https://www.thinkwithgoogle.com/collections/micromoments.htmlhttps://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.htmlhttps://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html“Work Rules” by Lazlo Bock
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