How technology and business is changing communication
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1. The document discusses technology, business, and how they relate to people and change. 2. It argues that technology itself does not solve problems, but rather creates new opportunities and habits by enabling change. How people adjust to and harness change is more important than the technology itself. 3. Business and brands must understand customers' perspectives on change and ensure new technologies meet customer needs and promises. The most important factors are humans, understanding change, and aligning technology and business with customer priorities.
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How technology and business is changing communication
- 1. @congbo
- 5. The communication industry is doing the same thing it has been doing for the last fifty years. George Lois - advertising Paul Rand - design Bill Bernbach - public relations @congbo THEGAP
- 6. what about the next fifty? @congbo THEGAP
- 7. WIRED UK: If you had to list some industries right now that are in either a state of disruptive crisis or will be soon, what would they be? Journalism, certainly, and publishing, broadly. Anything supported by advertising. That all of this is being disrupted is beyond question. - Clayton Christensen, Professor of Business Administration at the Harvard Business School, Awarded the Number 1 Management Thinker in the World @congbo THEGAP
- 8. Is technology changing people, or just our access to them? @congbo THEGAP
- 10. ...and technology does... Image by Moff on Flickr.com @congbo THEGAP
- 12. 1a. The Changing role of the CMO
- 16. "IN 2008 WE WERE ON BARACKOBAMA.COM, IN 2012 WE WERE EVERYWHERE" - JIM MESSINA - @congbo Business Thechanging roleofthecmo
- 20. Image by Jonas K on Flickr.com @congbo Business Customer Centricity
- 21. "Customer centricity is not a new concept, but it has taken on increasing importance in today's business environment, marked by the empowered consumers who want to interact with a brand on their own terms. For many organizations, the challenge lies in finding innovative ways to capture the "voice of the customer" and infuse customer insight across all business functions, from the point of sale to the call centre, in order to create business value." - Voice of the customer, whose job is it, anyway? - SAS Institute and The Economist Intelligence Unit @congbo Business Customer Centricity
- 24. 1C. New demand patterns IMAGE BY MIUENSKI ON FLICKR.COM
- 25. This is not the first time: "every century or so, fundamental changes in the nature of consumption create new demand patterns that existing enterprises can't meet." - Shoshana Zuboff, McKinsey Quarterly - [its not about you - its the market that changes, businesses can get busy or get protective] @congbo Business Newdemand patterns
- 32. Sharp increases in higher education, standards of living, social complexity, and longevity over the past century gave rise to a new desire for individual self- determination: having control over what matters, having one’s voice heard, and having social connections on one’s own terms. - Shoshana Zuboff @congbo Business Newdemand patterns
- 33. Image by Den (Digital Erfgoed Nederland) on Flickr.com @congbo Business Newdemand patterns
- 35. Image by Lotus Carroll on Flickr.com @congbo Business Newdemand patterns
- 36. HMV and Jessops are both in administration. It’s not that people don’t want to buy things, rather .. they want more than just to buy things @congbo
- 37. proof! “Whether physically or through connected technologies, shopping is still best experienced socially” - PSFK Future of Retail report @congbo Business Newdemand patterns
- 38. 1d. Products and business design
- 40. promise proof Whatdoesthe brandwant? Whatdoesthe consumerwant? meetingplace From promise to proof @congbo Business Products andbusiness design
- 41. promise proof Whatdoesthe brandwant? Whatdoesthe consumerwant? meetingplace The elements of communication CULTURE Kulturbygging og identitet internt BRAND SALE Creating new customers BUSINESS DEVELOPMENT Services- and product development LOYALTY Establish and strengthen relations DELIVERY FRAGMENT & CATEGORIZE @congbo Business Products andbusiness design
- 42. Customers are more interested in a company's integrity and engagement than their products. - Edelman Trust Barometer - Weareseeingthatwherecompaniesmeetpeoplearethroughtheirproducts,butwheretheymeansomethingis thorughtheircommunicationthereisagapandanopportunityhere @congbo Business Products andbusiness design
- 44. People, change, opportunity and choice is [understanding] 2. technology not 1's and 0's
- 45. Technology doesn't solve problems, it creates new ones. Technology invites people to change their habits and behavior - that's what it has always done. Our problems, and especially in communications, is when we try to force new technology to solve old problems, or force it to prove its worth while doing stuff it can't do. or the other way around - use old technology to solve new problems - without adjusting it first. Image by Stuck in Customs on flickr.com @congbo Technology
- 46. We think of technology as digital communications technology, but that is just a small - and one of the most recent forms of technology. Technology is (almost) the consequence of all human creation. It's all around us: bread, chairs, asphalt, shoes, pillows, coffee ... Image by Claudio.Ar on flickr.com
- 47. Almost everything has at one point been a technology, but what happens is that people adjust, and then we redesign the technology to accommodate this. So the technology creates a new need, and then we redesign the technology to this need. Nobody used to sit on their sofa just staring at the wall, that is something we've started doing after we got the TV. It used to be the case that people could bore themselves for two minutes - now we have our mobile phones.
- 48. The consequence of all new technology is change, and it is change people resist. Few people have anything against technology itself (that would be similar to opposing water, our lunges or outer space). What people react to is change. (And then its good to know that the old stuff always survives). Image by caste_aka_adrem on flickr.com Technology
- 49. Image by caste_aka_adrem on flickr.com What people, your customers, care about is change, technology is the stuff that makes change possible. Instead of opposing or embracing technology we have to understand that technology itself is not interesting - its the change in habits and behaviors we have to study - and understand if the consequence of new technology brings about new opportunities or new challenges. @congbo Technology
- 50. "If you have the whole world available through this box, why on earth would you sit there staring out the window inside a tunnel?" - my sister - @congbo Technology
- 51. Technology is about people and change, more opportunities and choice - not 1's and 0's - Image by Tau Zero on flickr.com @congbo Technology
- 52. 3. the complete picture HUMANS TECHNOLOGY BUSINESS BRAND
- 54. Putting the purpose, customer promise and positioning at the center of the company's customer experience demands that opportunities proposed by technology, people or market get filtered by the brand. Image by mark knol on Flickr.com @congbo