Opportunities for CMA Members in a Changing World of Data and the Cloud,

Digital Marketing, and Social Media

Terry Brock, Your Host

Prepared exclusively for CMA, Cookware Manufacturers Association, Meeting in Chicago, IL, 15 September 2015.

Copyright (c) Terry Brock and Achievement Systems, Inc. 2015 All Rights Reserved

www.TerryBrock.com Terry@TerryBrock.com 407-363-0505

What We’ll Cover Today• Our Changing World - Cookware Ramifications

• How It is Different

• Role of Technology

• Role of Video in Cookware Digital Marketing

• The Cloud

• Big Data

• Digital Marketing

• Social Media

• Solutions For You To Get Results

A New Way of Thinking

The Power of Thinking “Not Yet!”

More Connected World Today

World-Wide Connections Today

Communication is the Key

CMA and Google Hangouts

Google+ Hangouts

Video - Not Just For TV Anymore

photo credit: http://www.flickr.com/photos/41836833@N06/4935804220/ Rantes

photo credit: http://www.flickr.com/photos/fredosan/353431741/ FredoAlvarez

Chef Dennis & Susan Serra

Blab.im & Cookware

Blab.im & Cookware

Periscope & Cookware

Periscope & CookwareLindsey Stirling -

Periscope Cooking

Your Thoughts: How Could Your Company

Use Tools Like Google+ Hangouts, Blab.im &

Periscope?

Business Use of The Cloud

The Cloud• Software As A Service SAAS

• Data Stored in Computers, Accessed With Devices

• Expandable

• Updated

• Secure

What is “The Cloud” and How Can Cookware Manufacturers Use It?

• Pay Only For What You Need

• Start Small, Build

• Seasonally Adjustable

• Continually Updated

• “Renting” Computer Space

Big Data

Big Data• Combination - As Never Before

• Massive Amounts of Information

• Analytics to Make Sense of It

• Tools Which Are Affordable

What is Big Data?• Massive amounts of information from billions and

trillions of data points

• In the aggregate, very powerful information on trends

• Better predictions

What Big Data Is

• Not Just “More Information”

• Massive Amounts (Think Petabytes and More!) of Data Which Are Analyzed To Reveal Previously-Hidden Solutions

• New Insights Previously Unavailable

“Today a street stall in Mumbai can access more information, maps, statistics, academic papers, price trends, futures markets, and data faster than a U.S. president could only a few decades ago.”

- Juan Enrique

“A fool with a tool is still a fool."

Grady Booch, Software Architect

Predicting the Future

flickr.com/photos/mcgraths/3248483447/">seanmcgrath

“It is hard making predictions, especially about the future” Yoggi Berra

Goal of using Big Data is to more accurately anticipate and predict the future based on immensely huge amounts of data points.

Instead of asking, "How can we get far more value from far more data?" successful big data overseers seek to answer, "What value matters most, and what marriage of data and algorithms gets us there?"

What Executives Don't Understand About Big Databy Michael Schrage http://blogs.hbr.org/schrage/2012/09/what-executives-dont-understan.html

Amazon.com

flickr.com/photos/tonythemisfit/2257309170/">Tony Fischer Photography

• Analyzing “historical arrest patterns”

• Cross-tabbing w/sporting events, rainfall, paydays, traffic flows, etc. to locate “hot spots”

• Force deployed to prevent potential disruptions

NYPD

Big Data & Airlines

http://www.flickr.com/photos/caribb/135096129/">caribb

• Flight Arrival Times - Critical• Used to only use pilots’ observations• Every 4.6 seconds, new info on

weather, congestion, new radar, etc.

• Virtually eliminated gaps• Knowing when plane will land

saves millions of $ each year • Using big data leads to better

predictions, and better predictions yield better decisions

.flickr.com/photos/caribb/98956751/">caribb

Using Big Data To Drive Retail Sales

flickr.com/photos/colorblindpicaso/2536802269/">colorblindPICASO

flickr.com/photos/thomashawk/21151707/">Thomas Hawk

Sears Holdings wanted to generate value from data it generated for personalized promotionsTook 8 weeks to put together using data warehousesUsing “Hadoop” technology and Big Data, they reduced time from 8 weeks to 1 weekThey could be more precise and timely with implementation due to dataBottom line - getting data faster allowed them to implement faster. Better decisions and more relevant

Other Applications

flickr.com/photos/dno1967b/7055247871/flickr.com/photos/dno1967b/7055247871/

Kohl’s & Wal-Mart using Big Data to capture relationships between weather, pricing, packaging, days of week, month, positioning on shelves and moreGoogle searches on flu symptoms and treatments predict volumes for emergency room volumesMatch.com and eHarmony.com predicting better relationships with key variables

Action Steps

1.Begin the Study

2.Task Force of IT, Marketing, Management and Other Key Stakeholders in Decision-Making

3.Collect Data Pertinent to Your Business

4.Select Tools for Analysis - Based on Real-World Need (one size does NOT fit all)

5.Continue to Refine & Modify

Digital Marketing

Blog/Website

Video Content

Articles Content

Audio Content

Word of Mouth

Whatever!!

Business Today - About Being a Resource

More Connected World Today

World-Wide Connections Today

Terry Brock, Former Editor-in-Chief for AT&T’s

Networking Exchange Blog 100+ Authors

Mobility, Cloud Computing, Security, Social Media

Full Disclosure

Sales For AT&T As A Result of R-Commerce Principles

• $800 Million

• $900 Million

• $1.3 Billion

Social Media

Social Media - Implications for Business

1. Not a fad 2. This is where customers

hang out 3. Focus on Business - but

remember it is Social! 4. Not Blasting, but Engaging 5. Develop Strategy and Plan

Primarily Focus on the “Big Four”

For CMA Members …Pinterest

and Instagram

Quick Video for Your Sales Force on How To Use Twitter To Increase Sales

Twitter for Sales - Special Video for You

http://tinyurl.com/Twitter4Sales

Applications for Google Hangouts

1. Meetings for Collaboration 2. New Product Announcements 3. Celebrity Events 4. Training 5. Meetings-in-a-Flash

Using Technology To Establish, Build & Maintain

Relationships

Collaboration From Anywhere“None of us is as smart as all of us”

Recommendations:

• Realize You Must Embrace These Trends

• Realize You Can’t Do It Alone

• Realize You Don’t Have To Do It Alone

• Get the Right Partners!

Your Questions?

Conclusion