Lethal generosity - Shel Israel - Webranking 2015
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Transcript of Lethal generosity - Shel Israel - Webranking 2015
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EUROPEAN SEMINAR
ON DIGITAL CORPORATE COMMUNICATIONS
@shelisrael
SHEL ISRAELWriter and thought leader on technology’s
impact on business and life.
“Lethal Generosity: Contextual Technology & the
Competitive Edge. Being generous to customers is
lethal to competitors and this has ramifications for
corporate communications”
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Lundquist Digital Seminar
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LETHAL GENEROSITY
Treat all stakeholders with
extreme kindness. It kills
competitors.
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Lose to Gain
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WIKI GENEROSITY
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MOLSON CHALLENGE
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MILLENNIALS
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CONVERGENCE
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MILLENNIAL CUSTOMERS
50 years
Public shapes brand
Always, always on
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MILLENNIAL EMPLOYEES
• ‘Trust me 1st’
• Facebook challenge
• Culture change
• Flatter organizations
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CONTEXTUAL
COMPETITORS
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WHAT’S TO SHARE? Software > bricks
Experience > brand
Power > buyer
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Cause Marketing
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WHAT’S A
BRAND TO DO?
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JOIN, DON’T BEAT
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SMASHING SILOS
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BLURRING LINES
OF
COMMUNICATIONS
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GENEROUSLY LETHAL
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Game before the Game
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THAI INSURANCE
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CHATTY BILLBOARDS
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SENSORS & STORIES
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Conversation Changer
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NICHE COMMUNITIES
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PINPOINTS
& HUMANS
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PINPOINT MARKETING
Technology-enhanced experiences
based on context of customer ‘who,
where & what.’
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HUMAN V. MACHINE
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HUMAN FACES
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TAKEAWAYS
• Generosity raises profits & reduces costs
• Converging millennials & tech shift power
• Tech can scales personalization
• Human-centric strategies win
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Shel IsraelAuthor. Speaker. Nice Guy.
http://shelisrael.com
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14TH WEBRANKING AWARDS
#webranking
EUROPEAN SEMINAR
ON DIGITAL CORPORATE COMMUNICATIONS
in collaboration with
&