Transformation is 24/7. How do global communications professionals deal with this new reality?
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Mark Mortell (FleishmanHillard) and Richard Wergan (Royal Phillips) presentation at the ICCO Summit 2014 in New Delhi
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Transformation is 24/7. How do global communications professionals deal with this new reality?
- 1. Transformation – a 24/7 reality Richard Wergan Royal Philips and Mark Mortell OneVoice New Delhi October 2014 ICCO Global Summit
- 2. IF YOU ARE IN BUSINESS… YOU’VE GOT PROBLEMS… David Burk
- 3. GLOBAL TRENDS The Re-imagination of Everything
- 4. EVERYTHING THAT CAN BE DIGITAL – WILL BE DIGITAL EVERYTHING THAT CAN BE CONNECTED – WILL BE CONNECTED
- 5. Everyone will be hyper-connected Africa (6%) Aisa (44%) Europe (23%) Middle East (3%) North America (13%) Latin America/Carib. (10%) Oceania/Australia (1%) In just over 10 years, 528% increase in online users now dominated by Asia… but wherever you are the trend is a steep, upward curve. Africa (6%) Asia (44%) Europe (23%) Middle East (3%) North America (13%) Latin America/Carib. (10%) Oceania/Australia (1%)
- 6. Everywhere… 1.1 BILLION 3G SUBSCRIBERS… 37% GROWTH
- 7. • There are now more connected devices than human beings To everything…
- 8. THE RE-IMAGINATION OF NEARLY EVERYTHING* *Following material adapted from KPCB’s Presentation: Internet Trends 2012
- 9. Computing escapes the desktop
- 11. All points become a point of sale
- 12. Entertainment leaves the building
- 13. Navigation goes off the map
- 15. Music enters the cloud
- 18. Journalism is a by product of ubiquitous connectivity
- 21. Brands now have tremendous direct reach
- 22. Some brands “out-reach” major publishers Brands are now media companies 12,530,474 25,164,485 63,378,241 124,679,586 145,866,966 Estimated Reach* Estimated Reach* Estimated Reach* Fans on social Estimated Reach*
- 23. Digital is the centre of human attention 23
- 24. CCS EU BIG5, 2012 63% OF 24-54 HOUSEHOLDS OWN 3+ CONNECTED DEVICES 7.5 HRS PER DAY INFRONT OF CONNECTED DEVICES ALL ADULTS We are Hyper-connected and “Always-Addressable”
- 25. Social is the dominant mode of communication 25
- 26. Commodities Goods Services Experiences Transformation Shift – availability to desirability
- 27. Markets Consumer needs, behaviours and expectations ‘Attention’ is now in new places New content creators ….everyday Transformation 24/7 All Change…
- 29. VT: 1. Global brand video
- 31. In 2013, Philips improved 1.8 billion lives with our innovation
- 33. We see a growing need for healthcare 2000 2050 The world’s population aged 60 and older
- 34. We see increased focus on personal well-being Only 62% of people around the globe rate their current state of health and well-being as “good” or “very good”. Well-being of people around the world
- 35. We see rising demand for energy-efficient solutions Lighting The world’s energy consumption Average saving we can make by switching to energy-efficient lighting solutions 40%
- 36. We manage a dynamic portfolio and we turn unexpected possibilities into great innovations +40 59,000 7% of sales businesses patents in R&D
- 37. Accelerate! delivering meaningful innovation to our customers in local markets faster and better than the competition.
- 38. Continuous Transformation Accelerate! change and performance improvement program making Philips a more agile and entrepreneurial innovator. resource business/market combinations to win end-to-end customer value chains simpler, standardized operating model growth and performance culture more customer focused
- 39. Philips leverages strengths across businesses and markets Philips Group Portfolio Deep Market Insights Technology Innovation Global Footprint The Philips Brand Our People Supported by a strong balance sheet • Global market leader in Lighting • Top 3 Healthcare player • Leadership positions in over half of Group revenues • Technology and know-how • Strong IP • Regional R&D centers • Loyal customer base in 100+ countries • 36% of group revenues from growth geographies • World’s 40th most valuable brand • Brand value of $10 billion • Content driven communications • Employee Engagement Index exceeds high performance benchmark • Culturally diverse top-200 leadership team
- 41. A Transforming Business Digital is core to everything we do
- 43. Philips Smart Air Purifier
- 45. Create lighting that matches your activity, or mood
- 47. VT: 9. Google glass edit video
- 49. Headlines Outlet “Philips Plans to Split into Two Companies “ WSJ Philips Business to Keep Cooperating on New Products Bloomberg “Breaking with Tradition, Philips Splits off Lighting” Reuters “ Uit elkaar is voor Philips Beter “ (Splitting is better for Philips) NRC (Netherlands) Philips Outlines Plans to slip into Healthtech, Lighting Solutions The Hindu Business Line Proactive media outreach: Capital Markets Day 2014
- 50. Focused on the EUR 100+ billion HealthTech opportunity Serving the Health Continuum Leveraging strengths of Healthcare and Consumer Lifestyle Royal Philips Focused on the EUR 60+ billion Lighting solutions opportunity Establishing stand-alone Lighting structure Philips Lighting Transforming into two focused companies • Higher growth and profitability • Improved customer focus in attractive markets • Faster decision making • Lean overhead structure • Considering options for capital market access for Philips Lighting • Release capital for investments in growth
- 52. How Communications can make the difference Transformation 24/7
- 53. 1. Brand Relevance Transformation 24/7
- 55. 1. Brand Relevance 2. Aligned Organisation Transformation 24/7
- 56. VT: 4. Time delay video
- 57. Centres of Excellence replace Operational Teams Government & Public Affairs InnovationFinancial Comms Issues & Crisis Comms SustainabilityBusiness Transform. Strategic & Management Comms Integrated Activation & Campaign Planning Conversations & Campaigning Content Optimization & Management (Curation) New Operating Model
- 59. 1. Brand Relevance 2. Aligned Organisation 3. Being Prepared - for what you know Transformation 24/7
- 60. • There are now more connected devices than human beings In the “always on” world
- 61. EPIC: Big, bold, strategic activations that seek mass reach and involve long lead times and multi-channel planning (e.g. Brand refresh ) TENTPOLE: mid-range activities that draft on a cultural agenda or seasonal cycles (e.g. WEF, IFA etc.) DRUMBEAT: Always-on blend of social and press office content that builds reach, relevance and buzz and helps “win the newsfeed” Content is managed at 3 speeds
- 62. Headlines Outlet “Visiq, nouveau système d’ échographie mobile de Philips “ L’Echo (Belgium) “Hightech Business in de Kankerzorg” (hightech business in cancer therapy) Financieele Dagblad (Netherlands) “‘Affordable Innovative Product” Harian Metro (Malaysia) Philips showcases innovations for HealthCare, Lighting” The Nation (Thailand) “Hospital in your Hands” Maariv (Israel) RTL Z
- 63. Headlines Outlet “Connectivity creates value for Consumers : Philips” CNBC “Philips goes all-in on the connected home “ USA Today “The Top 5 Hottest Tech Products from IFA 2014” Forbes Philips Wants to Cure Aches With Wireless Drug-Free Pain Relievers Gizmodo (Australia) “Low-Fat Fryer, this is Smart Living” JoongAng Ilbo (Korea)
- 64. 1. Brand Relevance 2. Aligned Organisation 3. Being Prepared - for what you know 4. ….and what you don’t Transformation 24/7
- 66. 1. Brand Relevance 2. Aligned Organisation 3. Being Prepared - for what you know 4. ….and what you don’t 5. Organise around Content Transformation 24/7
- 67. A Great Story- will capture our curiosity
- 69. …Transport us to another place and time
- 70. …Surprise!
- 72. Stories are old… The environment is new…
- 74. Annual report Microsite security breach Hue launch Aluminium issue Q1 financial results Rijksmuseum Prolonging the length of time and shape of the news cycle
- 75. Modern News Cycle: Tactics Lengthening the conversation cycle Develop responsive newsroom capabilities Segment audience into communities of interest Optimise for multiple platforms Search Engine Optimisation Raising the Conversation cycle Influencer Outreach Advocacy programmes Celebrity Endorsements Content partnerships Native advertising Network coordination Heightening the reach of the news cycle
- 76. The World is a NewsFeed
- 78. Winning the newsfeed ATTENTION Friends: a growing source of attention, distribution and loyalty. Editors: Influence still matters. Having an influencer relations programme is critical Robots: Algorithms increasingly stand between ourselves and our audience. Ignore them at your peril
- 81. 1. Brand Relevance 2. Aligned Organisation 3. Being Prepared - for what you know 4. ….and what you don’t 5. Organise around Content 6. Measure, Monitor and Adapt Transformation 24/7
- 82. MEASUREMENT & ROI Possible Financial Impact - ROI ACTION What actions if any has the target audience taken? INFLUENCE How we influenced perceptions & attitudes of the target audience ENGAGEMENTEXPOSURE Who is interacting & engaging with our content? How and where? To what degree have we created exposure to content and message? Non-Financial Impact – Value
- 83. The Online Portal • Interactive online dashboard • Historical data available • Data viewable by business unit and by market • Data available on the type of coverage generated by journalists. Evaluation Winner
- 84. Reporting • Snap-shot of KPIs: – Traditional media – Key blogs • Month-on-month perspective • Performance by market and business unit • Competitor analysis • Contextual analysis of KPI drivers and implications/insights
- 85. 1. Brand Relevance 2. Aligned Organisation 3. Being Prepared - for what you know 4. ….and what you don’t 5. Organise around Content 6. Measure, Monitor and Adapt Transformation 24/7
- 86. Transformation – a 24/7 reality Richard Wergan Royal Philips and Mark Mortell OneVoice New Delhi October 2014 ICCO Global Summit
Editor's Notes
- Clumsy cash registers that are fixed in place with heavy costs to set up and manage are being replaced. Now anyone with a mobile connection has a point of sale.. Which liberates millions of potential types of business and the idea that the Pop Up Shop is not just a fad but perhaps the wave of the future
- As everything that can be digital does become digital - The value of retail space for digital commodities stops making sense. Music stores, video stores… book stores…
- The old metaphor: find yourself on a map – is replaced. The digital map puts you at the center of the map – and it connects you to a world of new information…Open Street Maps, WAZE…
- In the past (read from slides). Punchline – In the world where everyone is connected, everywhere – the worker becomes a much more fluid asset – capable of more on-demand work from any location. We shall see an increasing shift from fixed work place to a highly mobile, distributed and on demand work force.
- Millions of vinyl geeks and music freaks can connect, share and remix as music continues to head into the cloud
- Books… Enough said here.
- We see the rise of visual storytelling as everyone becomes a photographer and we move from bulky devices and slow, costly processing to the instant gratification of Instagram..
- While we often critique the triviality of Twitter – there can be no doubt that when momentous events occur – people stop tweeting about what they had for breakfast and begin tweeting about what is taking place around them…