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Similaire à Showcase of the world's top meetings and how to innovate like them (20)
Plus de Laurent Haug (17)
Showcase of the world's top meetings and how to innovate like them
- 2. hello@laurenthaug.com © 2017
Founder of Lift conference (exit in 2012)
Organizer, curator, speaker, moderator,
emcee
Now experimenting with smaller formats
with www.200ideas.com
- 11. hello@laurenthaug.com © 2017
Is innovation an app? If you ask anyone inside a large
organization to come up with an innovative idea,
chances are they will say “my idea is an app that…”
- 15. hello@laurenthaug.com © 2017
Sometimes innovation is to remove technology, like Balestrafic did
asking drivers to stop depending on GPS technology. Everyone
has GPS, so getting rid of it is the only way to stand out!
- 19. hello@laurenthaug.com © 2017
Supermarket
Amazon
1995 - 2015
2015 - ?
Future = hybrid digital & offline
Digitization of retailBecause the future is a hybrid of online and offline! Customers won’t make a
difference between online and offline in a few years. They just want to interact
with you and have a consistent experience regardless of the channel.
- 23. hello@laurenthaug.com © 2017
New tools Do what people need
(empathy)
New assets (reputation,
attention, network)
Find the most effective way to
do things (common sense)
Changing vs not changing
New opportunities, new
challenges, new competitors
Innovate constantly
(something we are RE-
discovering)
What changed What hasn’t changed
So remember some things change, but a lot hasn’t changed too!
- 33. hello@laurenthaug.com © 2017
Athlete
Sponsor Television
Federation
Olympics
Gives:
Information
Receives:
Attention, Experience, Identity
Gives:
Money
Receives:
Attention, Identity
Gives:
Money, Attention
Receives:
Information
Receives:
Money,
attention
This is how the Olympic games work: they trade different assets (currencies)
with their key stakeholders (only 4 shown here for simplification)
- 35. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
What you get from
selling services
and products. It’s
your business
model!
Everybody’s
money is
interchangeable.
Only way to make
a difference with
money is via
quantity.
Content, data,
insights, reports,
stories, videos,
images, text, etc
Not to be
confused with
visibility. Showing
something is ont
thing, having
people pay
attention to it is
another!
Not to be
confused with
connections. 4
steps: awareness,
attention,
connection,
relationships.
Relationship is
when you can
withstand conflict,
and when you can
ask people to
engage in time
consuming tasks.
Something that
appeals to all
senses, important
because it can’t
be replicated by
technology.
Reputation,
legitimacy,
something you
trade by
endorsing or
being endorsed
(for example)
21st century key assets
What are these
key assets?
- 36. hello@laurenthaug.com © 2017
Money Service Information Attention Relationships Experience Identity
We tend to
think we trade only this…
…while we have other “currencies” to
trade with people
We need to go beyond the
money vs service logic
- 37. hello@laurenthaug.com © 2017
How platforms work
• They gather currencies / assets and trade them with their
key stakeholders. All types of assets get exchanged even if
they don’t correspond. For example: money is traded for
attention and reputation.
• They setup unique, fair, constantly evolving, mutually
beneficial exchanges with their stakeholders.
• As they assets grow thanks to improving exchanges, they
initiate a virtuous circle that increases their impact.
- 51. hello@laurenthaug.com © 2017
La Granja Ibiza is an hotel you need to become
a member of, and where they try to build
meaningful relationships with customers
- 52. hello@laurenthaug.com © 2017
My personal project www.200ideas.com, VIP
dinners with incredible people (in this case,
Yves Daccord, Director General of the ICRC)
- 55. hello@laurenthaug.com © 2017
PROGRAMME
Grand Connaught Rooms, London, 13 November 2017
09:45 - 10:00 Grand Hall:
Welcome to Thinkers50 2017: Stuart Crainer & Des Dearlove
10:00 - 11:00 Grand Hall: MERCHANTS OF WOW!
A unique opportunity to hear Tom Peters, one of the pioneers of modern management thinking, in conversation
with Nilofer Merchant, the author of The Power of Onlyness.
Facilitated by Stuart Crainer.
11:00 - 11:30 THINKERS50 TEA AND NETWORKING
11:30 - 12:30 Edinburgh Room:
PANEL DISCUSSION #2
Grand Hall:
PANEL DISCUSSION #1
Or create an award show, and make
people special by giving them prices!
- 66. hello@laurenthaug.com © 2017
Platform
Attention Money Information
Relationships Experience Identity
ExposantJournalists Sponsors
PoliticiansAttendees Speakers1. Who are your stakeholders?
- Add / remove
- Prioritize
2. What are your key assets?
- Add / remove
- Prioritize
- Create asset specific strategy
3. What are the exchanges?
- Define who gets what
- Define who gives what
Ask yourself
three questions
- 68. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
How do you make
money?
What products and
services do you
sell?
What information /
data / insights /
stories do you
have?
Which media do you
own?
Who covers what
you do?
Do you advertise
somewhere?
Who do you know?
Who does your staff
know?
What experiences
can you create for
people?
Is your brand
famous?
Do people ask you
for endorsement?
Step 2: inventory your key assets
- 69. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Speakers
RECEIVE
Speaking fee (if
high level
speaker)
Audience
attention
Online video
Media coverage
Access to event’s
network
Event’s
experience
Event’s reputation
Speakers
GIVE
Presentation /
workshop
Promotion of
event to own
community
Access to
speaker’s network
Speakers’
reputation
Step 3: for each stakeholder, define which assets they get and give.
Ex: speaker
- 70. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Sponsors
RECEIVE
Access to
exclusive content.
Media coverage
Access to event’s
network
Unique
experiences for
sponsor’s VIPs
Event’s reputation
Sponsors
GIVE
Financial support
Access to
sponsor’s insights
Coverage on own
media
Access to
sponsor’s network
Sponsor’s
reputation
Step 3: for each stakeholder, define which assets they get and give.
Ex: sponsor
- 73. hello@laurenthaug.com © 2017
Paid participants
Sponsors
Speakers
Exposant
Journalists
Politicians
Next generations
New industries
New cultures
Etc..
What new stakeholders can you add?
- 75. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
Find more sponsors
Launch new
services
Develop new
revenue streams
Gather data on
participants before,
during and after
event
Interact with
speakers during
their preparation to
better understand
what they work on
and cover it
Launch more owned
media
Get more media and
social media
coverage
Develop paid media
capabilities
Have a real strategy
to grow networks.
Develop referral
program within the
community.
Inventory every
single connection of
each member of
your community
Develop smaller
events to exist
between big meet
ups
Improve
participant / public /
sponsor experience
Develop new
experiences using
new technologies
(VR, AR, etc)
Consolidate brand
through rituals and
use of history.
Leverage speakers
and attendees
personal brands to
grow your brand.
Which assets can you grow? How?
- 77. hello@laurenthaug.com © 2017
Money Content Attention Relationships Experience Legitimacy
SPEAKERS
RECEIVE
Speaking fee (if
high level
speaker)
Speakers can
receive content
from community
Audience
attention
Online video
Media coverage
Access to event’s
network
Event’s
experience
Event’s legitimacy
SPEAKERS
GIVE
Paid speaking
slots?
Presentation /
workshop
Promotion of
event to own
community
Access to
speaker’s network
Speakers can
take a small group
of people through
a particular
experience
Speakers’
legitimacy
Improve your exchanges?
- 81. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
What are the activities you do
that generate cash?
What exclusive content,
information or data do you own?
Which media do you own?
Which media can you earn
(press coverage)? Which media
can you buy?
Who do you know? Who does
your organization know? What
can you ask to these people?
What experiences money can’t
buy do you have access to?
What tokens of identity can you
give people (diplomas statuses)?
What mechanism do you have in
place to establish your identity
and reputation?
Inventory your assets
- 82. hello@laurenthaug.com © 2017
Money Information Attention Relationships Experience Identity
How to you make more money?
Improve your business model,
add new clients, etc.
What new content can you
create? What data can you
capture? What knowledge can
you produce?
Can you launch new
communication channels
(“owned media”)? Can you get
more press coverage (“earned
media”)?
How can you grow your
network? How can you improve
your relationships with the
people you know?
What experiences could you
create by leveraging your assets
and network?
How can you grow your
reputation?
Explain how you can grow each asset