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1!
THE !
ULTIMATE GUIDE !
TO EXPLAIN DIGITAL!
(to my colleagues)!
Produced with love by
Gregory Pouy!
LaMercatique
2!
This guide is a concentrate of a larger
presentation that I give to Top Executives
worldwide to help them better unders...
3!
DIGITAL IS ON EVERYONE’S
LIPS & SEEMS LOGICAL
BUT…!
4!
NOT EVERYBODY IS TALKING
ABOUT THE SAME THING!
5!
DIGITAL DOESN’T MEAN

"FIXING COMPUTERS"!
6!
DIGITAL IS NOT

A MAGIC WAND!
7!
DIGITAL IS NOT (ONLY)

TWITTER, FACEBOOK &

YOUTUBE!
8!
YOU NEED TO BREAK
DOWN THE SILOS!!
Companies still sometimes view “online” and !
“offline” as silos.!
Organizations are ...
9!
DIGITAL MAY SOUND

COMPLICATED!
You probably feel like
that person....!
10!
BUT DIGITAL IS MUCH
LIKE… A PEN!
I often compare Digital to a Pen. It’s complicated in a!
company if you don’t know ho...
11!
DID YOU REALIZE THAT

THE WORLD IS FLAT?!
Thomas Friedman wrote this amazing book years!
ago and the expression has ne...
12!
IN AN ACCELERATED WORLD, 

PLEASE SLOW DOWN!
In this fast environment, I know you may feel confused or lost and want t...
13!
" BRANDS NEED TO CHANGE THE
WAY THEY CHANGE " 

Gary Hamel - Consultant!
At this stage, you have to make the move from...
14!
LET’S FOCUS ON THE 6 MAJOR AREAS
OF IMPACT FOR BRANDS*!
*Digital is a bottomless pit and the objective here is to give...
15!
THE MARKETING PERSPECTIVE!
CUSTOMER!
KNOWLEDGE!
PRODUCT
DEVELOPMENT!
A NEW
PERSPECTIVE!
MARKETING IS MOSTLY ABOUT LIST...
16!
Big data is in everyone’s mouth. What’s powerful with!
connected objects like Nike Fuelband is not only the product!
i...
17!
NEST DISRUPTS....
THERMOSTATS !
From a static thermostat to an intelligent and
mobile system.!
Unfortunately, it is ra...
18!
DON’T WAIT FOR A DOWNTURN IN
PROFIT TO ADAPT...!
Deep change in big companies usually happens when there is a downturn...
19!
PLEASE STOP LOOKING!
FOR “THE BUZZ”... !
On the average, marketers stay 18 months in a
given position and therefore wa...
20!
THE HUMAN RESOURCE PERSPECTIVE!
RECRUITMENT!
COMMUNICATION!
ORGANIZATION &
MANAGEMENT!
IN A DIGITAL ERA, BRANDS NEED T...
21!
LOOKING FOR!
A BRAND MANAGER IN THE
BEAUTY INDUSTRY!
SO YOU WANT THE EXACT SAME
PERSON FOR THE JOB?!
For years, we’ve ...
22!
Ideas come from everywhere and we expect
everybody to have an idea.!
As a Manager you need to create a system
where pe...
23!
WALT DISNEY INTERACTS ON LINKEDIN
EVERYDAY!
The company provides business advice and tries to “stay fresh by
reaching ...
24!
THE IT MEDIA GROUP ENCOURAGES
ITS EMPLOYEES TO HELP.!
The IT Group is a multi-media company specialized in C-level
mar...
25!
YOU CAN GET A LOT FROM INTERNAL
COMMUNICATIONS TOOLS!
The traditional intranet is top down and linear (and rarely visi...
26!
SO HOW DO WE ORGANIZE?!
The reality is that job descriptions are changing !
and it is hard work to properly integrate ...
27!
WHO’S THE BOSS
HERE?!
Digital is very horizontal, whereas management
is still mainly vertical.!
This brings a new rela...
28!
THE CRM PERSPECTIVE!
CHANGE THE
MINDSET!
CUSTOMER
EXPERIENCE!
CRM ISN’T JUST A COST, IT’S YOUR MAJOR ASSET!
Let’s face...
29!
85% of firms have no systematic approach to
determine what a differentiated customer
experience is.

Forrester studies!...
30!
Adopt practices that
enable the organization to
find broken customer
experiences, fix them, and
measure the results.!
TH...
31!
IT IS NOT JUST ABOUT HAVING A
FACEBOOK PAGE.!
Everybody is now talking about Social CRM, which basically implies that ...
32!
“BUT IF I START TO ANSWER, I WILL
RECEIVE MORE QUESTIONS”

!-A marketing director!
Probably, but it also means that yo...
33!
BEST BUY WILL ANSWER YOU
24/7 ON TWITTER!
Best Buy created the Twelpforce, allowing its employees to respond right awa...
34!
STOP DECIDING BY INSTINCT AND
GET ORGANIZED!!
In order to fix experiences that had upset customers, Region Bank formed ...
35!
THE EDUCATION PERSPECTIVE!
INITIAL LEARNING!
PROFESSIONAL
EVOLUTION!
BUSINESS
TRAINING!
[RE] THINK THE WAY YOU THINK!
...
36!
The Victorians engineered a [schooling] system
that was so robust that it's still with us today,
continuously producin...
37!
WHAT IS GOING TO BE THE
FUTURE OF EDUCATION? !
In 1999, India had a shortage of good teachers. Therefore, Sugata Mitra...
38!
MOOCs:

MASSIVE, OPEN, ONLINE!
As you’ve probably guessed, MOOCs stand for Massive Open
Online Courses and this is maj...
39!
GAMIFICATION RESHAPES
CORPORATE TRAINING!
Deloitte has a academy aimed at 10,000 senior executives in over 150 compani...
40!
THE COMMERCE PERSPECTIVE!
E-COMMERCE!
RETAIL IS
CHANGING!
EMPOWERED
CUSTOMERS!
MAYBE IT’S TIME TO DROP THE “E”!
E-comm...
41!
SOMETIME E-COMMERCE DEVELOPS
WHERE YOU LEAST EXPECT IT...!
In Kuwait, some small brands are using Instagram as a
showr...
42!
CAN WE STILL TALK
ABOUT E-COMMERCE?!
I know some people are still engaged in this
nonsense battle between on & offline ...
43!
“OVERWHELMINGLY POSITIVE”!
Mercedes-Benz, financial department!
When the Financial Department describes a pilot as bein...
44!
HOW TO TARGET PEOPLE 

WHO ARE FAR FROM YOUR STORE? !
In South Korea, E-mart launched balloons that enable people to
c...
45!
HOW TO CONNECT THE ONLINE
PREPARATION FOR THE RETAIL EXPERIENCE?!
It is very boring to prepare everything at home and ...
46!
LET ME PRINT THAT

FOR YOU!
Amazon and its competitors are now competing on “same day
delivery” which is what the cust...
47!
THE COMMUNICATION PERSPECTIVE!
A NEW PARADIGM!
COMMUNICATE IN A
FLAT WORLD!
SMARTER
COMMUNICATION!
SORRY GUYS, ADVERTI...
48!
A NEW RELATIONSHIP
WITH ANY AUDIENCE!
Communication is probably the very first field that
comes to mind when talking abo...
49!
DO YOU THINK YOU’RE IN
CONTROL? REALLY?!
It’s very new thing for customers to be able to express!
themselves (text, vi...
50!
A COMPANY CAN’T AFFORD TO
DEVELOP TOUCHPOINTS IN
SILOS!
Your communication needs to be integrated and I don’t care if
...
51!
CHANGE THE NOTION OF
BEGINNINGS & ENDS!
A consumer has a pathway to your brand and it might not begin with the touchpo...
52!
DON’T TELL ME YOU’RE FUNNY,

MAKE ME LAUGH!
This campaign from American Express is a great example of an!
integrated c...
53!
DO YOU THINK YOU HAVE A

CHOICE?!
All media are becoming digital.!
Hulu or Netflix are already transforming the TV expe...
54!
THE “PAID, OWNED, EARNED” MODEL IS DEAD.

WHAT’S NEXT?” Nate Elliot - Forrester!
This “Paid, Owned, Earned” media mode...
55!
BUILD YOUR PLAN AT
EACH STEP!
CONSIDER! EVALUATE! BUY! ADVOCATE!
McKinsey came up with this model a few years ago, whi...
56!
CONSIDER!
EVALUATE!
BUY!
ADVOCATE!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!
For starters, you should put all yo...
57!
WHAT ABOUT THE
PR INDUSTRY?!
As digital enables people to express themselves, some are
more visible than others. Some ...
58!
ON THE SUBJECT OF R.O.I.....!
59!
DIRECT
FINANCIAL!
LONG
TERM!
SHORT
TERM!
FINANCIAL
PERSPECTIVE!
!
(HAVE YOUR ACTIONS
INCREASED SALES ?)!
RISK MANAGEME...
60!
DIRECT
FINANCIAL!
LONG
TERM!
SHORT
TERM!
FINANCIAL
PERSPECTIVE!
!
(HAVE YOUR ACTIONS
INCREASED SALES ?)!
RISK MANAGEME...
61!
YOU CAN IGNORE IT....

ACTUALLY NO, YOU CAN’T!
Whether you like it or not, this is happening.!
Most of the time, estab...
62!
READY?

I PROMISE IT WON’T HURT !!
63!
THANKS!
!Gregory Pouy!
!gregory.pouy@lamercatique.com!
!http://www.lamercatique.com!
!@gregfromparis!
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19! PLEASE STOP LOOKING! FOR The ultimate guide to explain Digital (to your colleagues)

Télécharger pour lire hors ligne

19!
PLEASE STOP LOOKING!
FOR “THE BUZZ”... !
On the average, marketers stay 18 months in a
given position and therefore want their
resumes to shine. This often leads to short-
term shiny operations and no long-term
strategic moves.!
Even though the web moves very fast, it also
has a memory and people will remember.!
Digital is not about racing ahead...!
THE MARKETING PERSPECTIVE/!
A NEW PERSPECTIVE!

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19! PLEASE STOP LOOKING! FOR “THE BUZZ”... ! On the average, marketers stay 18 months in a given position and therefore want their resumes to shine. This often leads to short- term shiny operations and no long-term strategic moves.! Even though the web moves very fast, it also has a memory and people will remember.! Digital is not about racing ahead...! THE MARKETING PERSPECTIVE/! A NEW PERSPECTIVE!

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