eo-malaysia craig rispin keynote january 27, 2015
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Craig Rispin CSP
“Craig we’ve seen more change in the last 3 years
than in the last 30.”
Technology Changes Exponentially
People Think Linearly
We Live in Times ofAccelerating Change
Every Industry in Every Country has
Seen Massive Change
Many of Us Still Operate a Business Model
Invented in the 1600s
Malaysia, a major exporter of liquefied natural gas and oil,
is suddenly faced with the risk that the cheapness of oil and other
commodities will drive the current account into a deficit.
People
Business Technology
Life SciencesWork/Life Shift A
cceleration
Age Gap
Education Re-Engineering
Global Mobility
Free Agency
End ofRetirement
Emerging Models
OutrageousOutsourcing
MarketingMegatrend
InnovationImperative
Speed & Size
Cloud Computing
SecurityScare
Coworking &Collaboration
Massively Mobile
Internet ofThings
Big Data
What was Sci-Fi Just a Few Years Ago...
Is Sci-Reality Today...
Has Another Sci-Fi Film Inspired the Next
Inventors?
Did You Know?
Discuss with a Partner:
What Did You Find Most Surprising in the Video?
How Much Change Have You Seen In Your Industry
In The Last Few Years?
“If change is happening on
the outside faster than on
the inside -the end is in
sight.”
-Jack Welch
As Some Opportunities Sunset...
U.S. Consumer Media Consumption Share
Other Opportunities Emerge...
Individuals Can Now Do... What Companies Used to Do
Companies Can Now Do... What Countries Used to Do
What Will You Do?
Massively Mobile
"Today I run my business from my
phone, I could never have
imagined that a few years ago."
~ Marc Benioff - CEO of Salesforce.com
How Big is Mobile Today?
7B People in the World
6.8B Mobile Subscribers
1.5B 3G/LTE Subscribers
1.8 Billion Mobiles Sold in 2013
97%Phones per 100 Citizens
Malaysia is extremely mobile friendly, with mobile penetration rates higher than its famous neighbour, Indonesia, and the US.
Beating Indonesia & USA
!Source: The World Bank (2012)
How Many Mobile Internet Devices in Your House?
Smart TVs
Wearables
The Future of Mobile is Massive!
This is Leading Many Organisations to Have a
‘Mobile First Policy’...
The Internet of Things:50 Billion Devices
by 2020?
MWC IoT: 50 Billion Is Only the Beginning!
What Year Does the Number of Devices on
the Internet Exceed Number of People?
2006
Confidential and Proprietary space150 ©2013
iBeacon was created to enable your phone to do things when you’re
close to a specific location
like alert you when you’re in front of this Apple Store
image source: Apple
Retail foot traffic is downFoot traffic is down 50% in three years from 2010 to 2013. !Online commerce is having a large and permanent impact on the traditional retail environment. !!!!!!
source: Wall Street Journal
E-commerce continues to growDigital sales are growing at the expense of offline sales. !“growth is coming from existing online shoppers who are spending more time and money - and in a wider variety of categories - online” !!!!!
source: Mashabl
V2V (M2M): Connected Cars
V2V: Will Be Mandated in All New Vehicles by
2017
Reaching Global Executives:12Megatrends in B2B Marketing
sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
Thought Leadership Marketing –Tops for Marketers & Buyers
� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
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75%
Case Study of CFPCreated His Thought Leader Master Message:“Will Your Money Last as Long as You Will?”Researched Longevity Conferences, Dates, Organiser Details, # of Delegates Using ElanceDetermined There Were 50 Conferences per Year, with an Average of 350 Delegates - 17,500 LeadsUsed Fiverr to Create PowerPoint Template and Presentation Flyer LayoutHired On-Demand VA Service to Market and Answer Requests to Speak
Thought'Leadership'Marketing'Toolkit
Emerging Business Models
Warby Parker
Naturebox.com
Uber.com
You’re holding a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow’s enterprises. It’s a book for the…
written byAlexander Osterwalder & Yves Pigneur
co-created byAn amazing crowd of 470 practitioners from 45 countries
designed byAlan Smith, The Movement
Collaboration & Coworking
“Collaborate or perish!”
Deloitte was asked by Google Australia to quantify the value of greater workplace collaboration, and the number is big:
$46 billion per year – the value of faster-growing, profitable businesses with collaboration at their core
$9.3 billion per year – additional value if companies make the most of opportunities to collaborate more.
Companies that prioritise collaboration:
5X more likely to experience a considerable increase in employment
2X as likely to be profitable
2X as likely to outgrow competitors
1/2 of Australian businesses have no collaboration strategy
Successful Collaboration Ultimately Can Change The Core Strategy And Social Purpose Of
The Business Enterprise
Michael Porter, et al
But...
Transformational Collaboration Requires A Commitment To
Build And Sustain Relationships Over The Longer Term
Executives Must Possess A System-level Understanding Of
Societal And Environmental Changes That Are Transforming
The Global Economy
The Origin of the Mastermind Group
The Peer Discussion Group Becomes a Marketing Group
Let Me Ask You This Q:
Who’s the Top X in the Your Area?
What About a Buying Group?
Coworking
Craig Rispin CSP
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