Trying to demonstrate that the Web is a matter of consequence in 2014 may seem completely irrelevant at a time when 90% of English users are checking their bank accounts online and hardly a minute passes when somebody doesn't check his Smartphone for a definition on Wikipedia or on n online dictionary, a piece on a blog or digitalised newspaper etc. Yet, a lot of business people are still struggling to see and understand and use properly a tool which has become a part of our daily lives. How come is it so hard to understand the obvious. In this presentation delivered to a large international - unnamed - account, I have decided to demonstrate the significance of the Web by the absurd. What if your Website disappeared...?

1. @ygourven
@vismktg
The Web doesn’t matter…
Well, maybe it does a little after all
http://bit.ly/webdoesnotmatter
Paris, Oct 7, 2014
visionarymarketing.com
Yann Gourvennec
CEO & Founder, Visionary Marketing
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2. download the presentation from http://slideshare.net/ygourven or by scanning the QR code
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bit.ly/webdoesnotmatter
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3. Inspiration
http://bit.ly/ITCarr
2003
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4. What if?
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5. On our agenda today
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6. + a freebie that’ll keep us talking over dinner
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7. I mean business
A dual perspective: technological and business-orientated
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8. Where we start
from
Are we communicating?
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9. More of the same
The Dilbert Principle
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10. Fighting spirit
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11. Indeed, this gentleman never made money
photo Time magazine
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12. Nor this one
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13. And that guy never understood anything
about technology
photo Walter Isaacson
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14. But we deal in “matters of consequence”
I can't stop . . . I have so
much to do! I am
concerned with
matters of consequence.
I don't amuse myself with
balderdash.
Two and five make seven .
. ."
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15. What path?
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16. Because we are all nerds now aren’t we?
photo by tomtom
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17. And the Web has been around for a while
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18. What if I convinced you NOT to do Digital?
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19. + not yet time for your freebie, sorry …
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20. First of all, let us debunk the ‘digital
transformation’ myth
• ‘webification’?
• mobile first, mobile only?
• Digital über alles?
• Internal use of Digital?
• Internal productivity gains?
• Advertising gimmick?
• Business transformation?!
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21. A catch-all phrase, a blurry subject
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22. revenons à la réalité
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23. What some (and we) have done
[Fr] http://bit.ly/tanguym
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24. 7 reasons why you shouldn’t
… digitalise your enterprise
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25. Reason no.1
It’s just a new fad
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26. Then how come…
We’ve been at it for 20 years?
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27. all rights reserved – mastering digital marketing like a boss - 2014 27
the Internet revolution: stages and evolution
Take-off & bubble: the Web
at last accessible to most,
prices go down, e-commerce
starts booming … and the
economy overheats as
financial speculation thrives
Mobile boom: the Web becomes
mobilethanks to Apple (2007) which
manages to make universal mobile
access popular even though it had
been marketed by Qtec with Ms
Windows CE 5 years earlier!
1 6
89-90
Genesis*
B U B B L E
94-95
3 4
bubble ripple effect
Web 2.0
01-02 2001-2
2
take-off & bubble 
2007
5
mobile boom
Web/mobile/
social media
convergence
2011-12
Genesis: the Web in the
hands of a few
priviledged users. The
Web on TV (mostly
US & UK) whereas
average
punters can’t
see it
Bubble ripple effect: the
market is being sanitised and
future Internet champions set up
shop at the worst possible
moment and the Web matures
and develops
Web 2.0 : true explosion of
creativity and birth of social
networks as described
byTim O’Reilly in his classic
2004 piece
Convergence:
not about
innovation but
maturity. Merger
of all Internet
acces modes
fulled by cloud
computing boom.
Ubiquitous
computing dream
nearing
* from the invention of the World Wide Web, notwithstanding that of physical Internet and pre-Internet infrastructure

28. Reason no.2
Only a matter of
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29. illustration
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30. The Web doesn’t matter
“Twitter followers are a 38,000; […] that’s
a mere quarter of the (relatively inactive)
anti-BP protest site @BPGlobalPR. So
when BP’s social media manager tweets
or posts the numerous YouTube videos
about environmental and economic
restoration, the public impact is limited”
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31. all rights reserved – mastering digital marketing like a boss - 2014 31
under the radar functional beloved sensitive
characteristics little or no buzz
make it work
or fix it!
conversations health, safety, children
tactics do something different
community
management
(forums/social media)
nurture community (ies) reassure
4 types of brand

32. + not yet time for your freebie, sorry …
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33. Reason no.3
Technology is of no consequence
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34. Mea culpa
History of a major failure
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35. Reason no.4
Top management will tell us
which way to go
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36. Field experience
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37. Reason no. 5
Mimicking others suffices
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38. anecdote
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39. Reason no. 6
Take it easy, dude!
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40. classic vs innovative project management
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41. Reason no.7
success in change management
means you have to aim for the
most difficult subjects and
change everything in one go!
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42. Comparison
Metro (2004) Leroy Merlin (2013)
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43. the future of CDOs? (Gartner)
1995 2000 2005 2010 2015 2020 2025
E-business
Mania
Visionary © 2014 Gartner, Inc. Marketing and/or its affiliates. All - rights cc reserved.
2014 - visionarymarketing.com 43
Great
Recession
Digital
Readiness
BRICs
Boom
Level of
Influence
Chief
Information
Officer
Head of E-business
Chief Digital Officer
(strategy)
CIO
(revenue &
strategy
CIO
(back office)
Chief
Data
Officer
The CDO Landscape 2020

44. now is time for your freebie, Yeah!
http://1drv.ms/1dBhRoz
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45. While we wait for the English version
la face cachée
de la
transformation
digitale
http://visionarymarketing.com/transfo
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46. LIKE-A-BOSS.CO
soon to be published

47. thank you
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48. contact details
Visionary Marketing a member of
80 rue Taitbout
F-75009 Paris - France
01 40 18 54 04
contact@visionarymarketing.com
@vismktg
@ygourven
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