It was a freezing but beautiful Monday morning here in Paris (after weeks of constant rain) that we all got up to Etoile and Hotel Napoleon for the, almost, monthly Innovation Napoleon event (#InnoNapo) co-organised by Minter Dial.
Today’s topic; The inescapable digital transformation. And with a respected keynote speaker; Brian Solis.
The inescapable digital transformation
Some 12 years after the dot-com boom, this is a topic that is more relevant than ever. Why? It is now that the digital media affects everyone, regardless if you’re participating or not. This digital transformation is obviously more prevailing in certain industries than others, but few if none, will go untouched.
On the very tactical level we can talk about how brands should be better at social media marketing. But the digital transformation is a force that requires large strategic initiatives, considering everything from how we treat customers and employees to our business model.
Brands, employees, shareholders and consumers, they all play a part in the digital transformation. Consumers are equipped with always connected, easy to use, mobile devices. Most of them are on social networks like Facebook and Twitter, ready to share their experiences with brands.
But consumers are also employees, and the lines between them two are starting to blur out.
Brands are confused with how to approach the digital transformation. Who should they please, consumers or shareholders?
What’s the future for business leaders in 2013?
What’s the future of business? Brian Solis takes stage and shares his advice for the people inside the companies leading this digital transformation.
It’s a misperception that brands are leading the digital transformation. It’s merely a slow response to adaptation to the digital, always connected, more informed and smarter consumer of today.
As long as people love to express themselves, as long as they have the enabling technology, the society and business landscape will be impacted and changed. This is the force leading today’s digital transformation.
Who will lead the digital transformation internally? Businesses need fewer managers and more leaders. Businesses needs leaders that recognise change, finds solutions and manage to lead people around herself to implement change.
Sure, leaders could be managers, but that’s not always the case.
70% of Fortune 1000 companies will be replaced in a few years
Not because they didn’t get enough Facebook fans or Twitter followers, but because they didn’t adopt to the new networked society. Business need to recognise their consumers’ change in behaviour. Look at companies such as amazon and netflix versus their traditional counterparts.
Amazon and Netflix got into a very crowded industry but recognised that consumers have changed their way of consuming media. Their ability to recognise this change and provide a solution have helped them to almost lead this change.
The rise of Generation C
The youngest generation growing up in our society today are the connected generation, or generation “C” as Brian Solis call them. Mobile devices allows them to be always connected, social media profiles allows them to engage with their network at anytime, they are smarter and more informed thanks to the intelligence on the Internet.
But most importantly, they know nothing else:
“To my 1-year old daughter a magazine is an iPad that does not work, and it will remain so for the whole of her life”
The people formerly known as “The audience” have today changed to “The audience with their own audiences”. Think when a customer service rep sends an email reply and that reply ends up in a forum or twitter, that’s your audience’s audience.
Customers are becoming increasingly informed, empowered and demanding. What strategies do you install to meet the demand of the smarter customer?
Customer with a higher digital social status, a bigger audience, will be treated differently and consumers trust are drastically changing to “people like ourselves”.
Today’s connected consumers turns to their public streams and ask “has anyone tried… is this good… etc”. What comes back is information based on peoples experience. Businesses cannot impact this experience like they are used to with channels they could control.