Marketing Chaos

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by Don Peppers http://www.1to1media.com/speakingservices.aspx

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<ul><li>1.COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 1 </li></ul><p>2. 20 million+ Google searches every hour, 24/7 COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 2 3. New technical information nowdoubles every two years. By 2015 itwill be doubling every 72 hours COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 3 4. 80% of companies useLinked In to recruitemployees COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.4 5. Generation Yconsiders email old-fashioned COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 5 6. 1 out of every 8US couplesmarried in 2008 met online COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 6 7. No matter howtomorrow itinnovative yourwill still be aproduct is today...commodity. COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 7 8. tomorrow itwill still be aAnd commodity.And tomorrow comes fasternow than it used to COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.8 9. AccelerateNatural Dietary Supplement ENERGY BOOSTImpact Guaranteed Technological Progress is Accelerating COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 9 10. driving faster and faster economic growth COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 10 11. By 1960, growth increased again, to about 2.3% p.a.By 1900, the rate of growthhad climbed to 1.5% p.a.Around 1700, steady economicgrowth started, at about 0.75% p.a.For 100,000 years, the average human being lived on the equivalent of $400 to $600 p.a. COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 11 12. Question:Of the 100 entities in the world generatingthe most revenue, how many are nation-states, and how many are businesses?76 businesses24 nations COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 12 13. Competing now in a different dimension Strategy. Execution. Results. CustomerNeeds Relationships are requiredSatisfiedCustomer CentricityShare ofcustomerProductCentricityMarket share Customers Reached COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.13 14. Managing customer relationshipsIdentifyDifferentiateInteractCustomizecustomers asby value, more cost - some aspect of unique addressablebehavior andefficiently and the companys individualsneedseffectively behavior, offerings, or communicationsCustomer InsightCustomer ExperienceCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 14 15. Competing now in a different dimension Strategy. Execution. Results. CustomerMaximizing the valueNeeds created by each customerSatisfiedCustomer CentricityShare ofcustomerMaximizing the valuecreated by each product ProductCentricityMarket share Customers Reached COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.15 16. The Goldfish PrincipleStrategy. Execution. Results.Hey! Look at that! Wow! Look at that! COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 16 17. Strategy. Execution. Results.Optimizing by customer COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 17 18. Two Strategy. Execution. Results. RequirementsFor Earning Customer Trust Intentionto act in the customers interestCompetenceto carry out thatintentionCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 18 19. Strategy. Execution. Results. Acting in the Customers Interest COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 19 20. Strategy. Execution. Results.Lack of trust slows transactionsdown and imposes frictional costs When more trust is required, business thrives, as obstacles are reducedThe Need for More Trust Has Boosted Business COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 20 21. works because customers Strategy. Execution. Results.are social animalsBees and ants communicate newdiscoveries to benefit the groupCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.21 22. Strategy. Execution. Results.In the absence of communicationamong your customers, advertising rules But when customers talk to each other,its the customer experience that countsNow suppose you were a food source for beesCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 22 23. Emergent Behavior Strategy. Execution. Results.Why do groups makebetter decisions? Diverse Perspectives COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 23 24. Strategy. Execution. Results. Four key space shuttle contractors Jan 28, 1986 11:39am Rockwell Lockheed MartinMorton built themanagedMariettaThiokol built Challenger ground built the the solid fuel and itssupportexternal fuel boosters engines tankNo clues on the day of the event, and the actual investigation required six months to completeBut by 11:50 am, Thiokols stock was down the most and remained lowest throughout the investigationCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 24 25. Strategy. Execution. Results. Four key space shuttle contractors Jan 28, 1986 11:39am Rockwell Lockheed MartinMorton builtmanagedMariettaThiokol built Challenger ground built the the solid fuel and itssupportexternal fuel boosters engines tankHow did themarket know? COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 25 26. Death by word of mouth Strategy. Execution. Results. Box office receipts down40% the day after release!COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 26 27. Screw up today, and the Strategy. Execution. Results.news will be permanent Youcant un-Google YourselfLinda Kaplan Thaler, CEO, Kaplan Thaler Group COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.27 28. Screw up today, and the Strategy. Execution. Results.news will be permanent You can't take something bad off the Internet. That's like trying to take pee out of a swimming pool. Grant Robertson, blog post, May 1, 2007 COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 28 29. What are brand advocates worth?One academic study of customers compared spending to referral value LTV = CLV + CRV (i.e., spending plus referrals) Surprise: Highest spenders arentalways the best references! Source: How Valuable is Word of Mouth? Harvard Business Review, October 2007COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.29 30. A telecom company CLV vs. CRV - Telecom Company $2,500 $2,000 $1,500Most valuable referrersValue CLV$1,000 CRV$500$-123 456 7 8 9 10Most valuable spendersCustomer Decile Source: How Valuable is Word of Mouth? Harvard Business Review, October 2007COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.30 31. Strategy. Execution. Results.Networks evolve,using preferentialattachment Preferential attachmentcan create acascading effect COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 31 32. Strategy. Execution. Results. Cascading is Unpredictable COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 32 33. Strategy. Execution. Results. Netscape has a million collaborating membersBut 13% of Netscapesmost popularpostings were doneby a single user Cascading is Unpredictable COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.33 34. Strategy. Execution. Results. Netscape has a million collaborating members 900,000 registered But 13% of Netscapesmost popular users on Digg, butpostings were done one third of allby a single userhome-page postings come from just 30 usersCascading is Unpredictable COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.34 35. Strategy. Execution. Results. 900,000 registered users on Digg, but one third of allhome-pagepostings come fromReddits mostjust 30 userswidely read user, Cascading is Adam Fuhrer, has millions of page Unpredictable views, including MS Vista reviews COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.35 36. Strategy. Execution. Results.Reddits mostwidely read user, Cascading is Adam Fuhrer, has millions of page Unpredictable views, including MSVista reviews AdamFuhrer is 12 years old!COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 36 37. Strategy. Execution. Results. Cascading is UnpredictableAdam Fuhrer is 12years old!COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 37 38. Path dependent local randomness Strategy. Execution. Results.Collectively predictable emergent behaviorNETWORKShave COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 38 39. and sometimes networks get it completely wrongStrategy. Execution. Results.In 2005, a blogger wrote about bad service with Dell This Dell Hell story cascaded online, until BusinessWeek and The New York Times picked it upDells reputation suffered terribly, and its financial results declined, as well One year later, a UK consulting firm analyzed the incident and concluded it was not Dells fault at allMost of the controversy was generated by misinformation thatcascaded through the online network of bloggers COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 39 40. Evolution operates as a network also Strategy. Execution. Results. A total of 35 completely new body plans emergedduring the Cambrian Explosion, 570 million years ago. No new body plans have evolved since that time! Multi-cellularity Discovered Path dependentlocal randomness Bacteria ComplexInsectsInteractions Invertebrates Vertebrates Collectively predictable emergent behavior COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.40 41. Evolution operates as a network also Strategy. Execution. Results. Path dependentlocal randomness Collectively predictable emergent behavior COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.41 42. Evolution operates as a network alsoStrategy. Execution. Results.Path dependent Collectively predictable local randomnessemergent behavior COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.42 43. Business innovation takes an evolutionary path Organizations compete to survive in an evolutionary economic systemOver time, as in life, business models evolve into more complex and highly ordered species COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 43 44. Because innovation proceeds by trial and error Lisa computer failed Apple Macintosh succeeded Newton PDA failed success iPod succeededcomes to First phone (with Motorola) failed those who fail wisely iPhone succeeded COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 44 45. Failing WiselyThe Wright brothers tested 200 wingdesigns and crashed seven timesbefore their first successful flight James Dyson built 5,127 vacuumcleaner prototypes Why is WD-40 called WD-40? COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 45 46. Failing Wisely Because the first 39 water displacement formulas designed by the Rocket Chemical Company in 1953 failed Why is WD-40 called WD-40?COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 46 47. Collectively predictable,locally randomIf we mapped 3Ms portfolio of business units on a strategic planning matrixthe matrix would utterly fail to capture how this portfolio came to be in the first place. Jim Collins and Jerry PorrasBuilt to Last, 1994 COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 47 48. Collectively predictable, locally randomWorlds largest camera company? Worlds largest music retailer? COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 48 49. Scary thought:By 2010, Gen Y consumers willGeneration Gap? outnumber Baby Boomers COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 49 50. 96% of Gen Y consumers belong to a social network COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 50 51. Ask a Gen Y about privacy COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 51 52. The future is already here. Its just not evenly distributed yet.William Gibson COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 52 53. Source: SAS for Social Marketing, 2009 Leader: High number ofNetworkcontacts in his/her community and reciprocity Socialamong them. Follower: Person with a Analysis similar profile to leader but inless grade. He/She hasdirect communication withthe leader.Outlier: Person with a high number of contacts both ways, but with low reciprocity.1st Grade Marginal: Person with a profile similar to the follower, but he/she is not near the leader.2nd Grade Marginal: Profile not similar to the rest of the roles. He/She has few or no bidirectional relationships.COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 53 54. DoubleClick identifiedQuantitative network survey of 6,000 Web users influencers 1,000 influencers with certain traits Use the Web more than twice as much People often ask myPay more attention to online ads, and advice aboutwant more relevance I am an expert inBut also more likely to clear their cookies certain areasregularly, as well as fast forwardingthrough video commercialsCOPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 54 55. Within Social NetworksThe only way to succeed in anetworked world Build and influencers and maintain a connectorsreputation for are curious and trustability inquisitive people. COPYRIGHT 2009 PEPPERS &amp; ROGERS GROUP|ALL RIGHTS PROTECTED AND RESERVED | 55 56. Computers will never do everythingStrategy. Execution. Results. COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 56 57. The real secret to a great brandThe Mechanical Turk COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 57 58. There has to be a person in thereWhat you want:Self-organization Your employees need to be Engaged in their work andEnabled to accomplish their missionCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 58 59. Strategies for succeeding in a random worldIdentify emergent behavior early, and make plans for dealing with itThe direction of innovation is predictable, so plan for the capability, not the technology Word of mouth is random, but can be maximized with transparency and straight talkCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 59 60. Strategies for succeeding in a random world Recognize that inputs are more important than outputsMeasure performance not just by outcomes, but by effort, creativity, and preparation Celebrate wise failures, and promoteexperimentationCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 60 61. Strategies for succeeding in a random worldFocus on your companys culture, and encourage self-organizationDo a network analysis of your own employeesto identify key influencers Develop a philosophy of business based on customer trustCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 61 62. Strategy. Execution. Results.Come face to face with a realcustomer at least once a week Facilitate networked, moderatedproduct reviews, including your own Some things you can do nowCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 62 63. Strategy. Execution. Results. In B2B: Help advocates within prospects by providing ready-to-use PPT decksProvide location-based information to fit personal mobile technologiesLet customers sign up buddy lists for checking their friends opinionsCOPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED. 63 64. Strategy. Execution. Results. Mix up your business groups juniors, seniors, male, female, trends and tattoosAssign a 20-something to monitor your brand mentions on social media sitesAbove all, have fun! People like to connect with other people. Help them!COPYRIGHT 2009. ALL RIGHTS PROTECT...</p>