Lundquist.Digital Seminar
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A talk on my Lethal Generosity book to a group of Italian corporate communications executives in Milan, December 2015
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Lundquist.Digital Seminar
- 2. LETHAL GENEROSITY Treat all stakeholders with extreme kindness. It kills competitors.
- 3. Lose to Gain
- 6. MILLENNIALS
- 7. CONVERGENCE
- 8. MILLENNIAL CUSTOMERS 50 years Public shapes brand Always, always on
- 9. MILLENNIAL EMPLOYEES • ‘Trust me 1st’ • Facebook challenge • Culture change • Flatter organizations
- 11. WHAT’S TO SHARE? Software > bricks Experience > brand Power > buyer
- 12. Cause Marketing
- 13. WHAT’S A BRAND TO DO?
- 14. JOIN, DON’T BEAT
- 15. SMASHING SILOS
- 19. THAI INSURANCE
- 25. PINPOINT MARKETING Technology-enhanced experiences based on context of customer ‘who, where & what.’
- 26. HUMAN V. MACHINE
- 27. HUMAN FACES
- 28. TAKEAWAYS • Generosity raises profits & reduces costs • Converging millennials & tech shift power • Tech can scales personalization • Human-centric strategies win
- 29. Shel Israel Author. Speaker. Nice Guy. http://shelisrael.com
Editor's Notes
- What energy companies can do as part of crisis management Exxon.BP could have spent more/done more to show commitment to solving te messes they made.
- Hitachi Data Storage community. Open to all data storage community including competitors and their customers. Esablished Hitachi as a thought leader. Competitors could either follow that leadership or ignore a communty being joined by their own customers. This is an example of Lethal Generosity.
- Lat book talked about convergence of 5 forces into a superstorm of contextual technologies. Now, there is a convergence of those technologies with Millennials and it is of even greater impact. It will change relationships between the enterprise and it stakeholders, including investors; with partners and their customers. It changes how brands are shaped. It requires every company wishing to continue further than 10 years into the future to adpat to new marketplace rules.
- 3 new kinds of competitors: Sharing, Cause Marketers & Millennial Keiretsus.
- Millennials like to see brands helping to solve world problems. Pick something solvable such as clean water rather than ‘end climate change.’ The cause changes marketing and communications.
- 3 new kinds of competitors: Sharing, Cause Marketers & Millennial Keiretsus.
- Nordstrom partnering with Masai Mamas, Tom’s & Graw. Hotels using keyless locks, auto check in; Sensors eliminating tickets for planes and concerts.
- Telstra uses context to end channel silos, making end customer experience seamless betwwen online and instore shopping.
- 2.7 billion times daily people say what they like on Facebook. Then there’s Pinterest, Instagram, Snapchat, Twitter & the rest. VinTank just culled social convos on wine. Then paid attention to those who like high end wines. A visitor whose data shows a love for Cabernet comes to Napa, geofence hijacks him… W2O acquires them and will use VinTank social CRM tech to apply to other industries, agency stops calling itself. PR and becomes an integrated marketing service org. Shift hires Chris Penn an IT guy, who reshapes agency to become data-driven. He certifies six team members on Google Analytics. Now, agency can really, truly measure results of every single tactic—one placement vs another. Allowing agency to adjust course inb programs on a near-realtime basis.
- This is storytelling at it’s best. Each tells a story of people helping people—sometimes strangers, sometimes family members. There is always a health issue and generosity is part of it. They last 3-5 minutes and the only mention of Thai Insurance is at the sign-out point. Is this advertising or PR, again I don’t really know. The point is that where and how communications is changing. There is less self-promotion than media attemts of yore.
- Zurich billboard. Is this advertising or PR? I don’t know. The point is that it a nnew improved way to communicate, one that interacts with people in the context of what they are doing. In away that is not intrusive but gets attention.
- This is clearly an ad, using sensors and context. It stirred a conversation and I’m sure sold goods. But watch what happened next…
- Leveraging the attention generated by the shampoo ad, Barncancer Fonden, a Swedish Children’s cancer foundation posted these billboards. This time when the trains whizz past, a 14-year-old girl’s wig is blown completely off. This is communications, in my view in a very powerful way.
- Online mobile-based niche communities are also integrating marketing and communicating in new ways. Nike Women’s running community is open to all women runners, who share data, experience, advice and whatever they please. Nike never promotes itself or it’s products—except in the name of the community. While many of its users continues to find the best shoe for them is with other brands, Nike has discovered that being generous to other brand customers gets them incremental sales in athletic clothing, headbands, Fuelband watches and so on. By being generous to women athletes, Nike gains loyalty to competitor’s customers.
- Scott Monty was the Face of the Ford Brand on Social Media. He was the last of a series of Enterprise bloggers from Microsoft, Dell, Comcast and elsewhere, each being deleted as Marketers took over, as content marketing emerged. I maintain something is lost. Need to keep humanizing.