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London Business School Lecture 2016

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Alastair Banks talks digital disruption, the past, present and future.
This presentation also covers persona development, social media, context marketing, content marketing and SEO.

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London Business School Lecture 2016

  1. 1. Agenda (ish) A look at the digital landscape - 1 hr Coffee Break - 15 mins My Case Studies - 1 hr Pairs Exercise - 30 mins Q & A
  2. 2. #letstalkdigital
  3. 3. No Social Media!!!
  4. 4. Disruption
  5. 5. 35% marriages - 2005 & 2012 started online 50% through dating sites 20% social networks 15% chat rooms / messaging
  6. 6. • World’s largest taxi company owns no taxis (Uber) • Largest accommodation provider owns no property (AirBnB) • Largest phone companies owns no telco infrastructure (skype,wechat) • Most valuable retailer owns no inventory (Alibaba) • Most popular media owner creates no content (Facebook) • Largest movie house owns no cinemas (Netflix) • Largest software vendors don’t write the software (Apple and Google) Source: @ibmge Digital Disruption
  7. 7. A quick look back at 2015 bit.ly/optixdigital
  8. 8. The Rise of the YouTuber
  9. 9. 4,908,576 subscribers • 349,515,420 views
  10. 10. 7,376,939 subscribers • 829,433,481 views
  11. 11. 9,920,949 subscribers • 946,861,280 views
  12. 12. 10,079,850 subscribers • 675,172,769 views
  13. 13. 10,079,850 subscribers • 675,172,769 views
  14. 14. Two Lessons
  15. 15. Lesson 1.
  16. 16. 10,079,850 subscribers • 675,172,769 views
  17. 17. Lesson 2.
  18. 18. The Rise of the Millennial millennial mɪˈlɛnɪəl/noun plural noun: millennials a person reaching young adulthood around the year 2000.
  19. 19. How long do you spend online each day? I'm online for my job and my downtime. I'm constantly connected, even down to my entertainment, it's all streamed through Netflix, Now TV or Catch up channels. When I'm awake: I'm connected. Can you imagine a world without the internet? I can imagine it, but it would be a struggle!
  20. 20. Millennials turn to YouTube before Google
  21. 21. 2016 - What’s Important RIGHT NOW
  22. 22. 1). The space I own
  23. 23. 84
  24. 24. Define ‘Reach’: In the application of statistics to advertising h refers to the total number of different people or households exposed, at least once, to a med
  25. 25. 2). Influencer Marketing
  26. 26. diff between celeb and influencer - show of hands Is this an Influencer? - lady Ga Ga
  27. 27. diff between celeb and influencer Is this an Influencer? - Paul Boag
  28. 28. 3). Persona Development
  29. 29. Buyer personas are fictional, generalised representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.
  30. 30. Bob Lucy
  31. 31. https://yougov.co.uk/profiler#/
  32. 32. 4). Becoming a Social Selling Expert
  33. 33. 5). Understand Context Marketing
  34. 34. ing the right content, to the right people, at the right time across t
  35. 35. 6). Consistent Content Marketing
  36. 36. https://www.youtube.com/ watch?v=jAF2hZxdFRE Emirates 2,176,818 views
  37. 37. 16,658 views
  38. 38. 2,359,627 views
  39. 39. 7). Google is still HUGE
  40. 40. 100 Billion Searches Per Month
  41. 41. Source: MOZ
  42. 42. 1. Outreach 2. Content Review 3. Site Improvements
  43. 43. Search is changing…
  44. 44. Google voice - 2011
  45. 45. 8). The rise of Visual Platforms
  46. 46. 9). Team Engagement
  47. 47. Coffee Time
  48. 48. Welcome Back
  49. 49. Project 1 We aim to revolutionise the work dining experience, by enabling employers to benefit their employees through partial meal sponsorship. We target London-based companies in IT and financial sectors that want to offer additional benefits to their employees. Employees will be issued with a (contactless) payment card which they can use to pay for their meals. Meal costs will be covered by the employer as a benefit, by the employee through salary sacrifice or via regular top-up. This unexpected benefit to employees will increase employer attractiveness, improve motivation, productively and will lead to various cost savings.
  50. 50. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu
  51. 51. Your brand is your reputation – the perception of you held by the external world. It is the combination of personal attributes, values, drivers, strengths, and passions you draw from that differentiates your unique promise of value from your peers, and helps those assessing you to determine if they should hire you or do business with you. http://www.careercast.com/career-news/10-step-personal-branding-worksheet
  52. 52. Trust, Authenticity, Consistent
  53. 53. Persona Development
  54. 54. Bob Lucy
  55. 55. https://yougov.co.uk/profiler#/
  56. 56. Owned Space
  57. 57. Company Blog Sites - Show Personality - Hubspot Solve My probs
  58. 58. Be Useful Be Engaging Be Different
  59. 59. Reed Global • Planned & Executed entire employers advice hub. • 69 new pages indexed on Google. • Over 100 new rankings. • 14642 new page views since we’ve been working together.
  60. 60. answerpublic - emp ben
  61. 61. • followerwonk - HR directors
  62. 62. • linkedin - HR directors
  63. 63. youtube interviews?
  64. 64. Project(s) 2 i) The business idea is to establish a premium speciality coffee roastery/shop chain that sources premium coffee from a single plantation around the world, roast it to perfection and deliver a freshly brewed cup to coffee enthusiasts. Our customers will come for the experience, to socialize, to interact with baristas, learn about coffee and trace their favorite coffee’s origin. We aim to be part of the cultural and artistic scene in the cities we operate in, creating a hip and friendly urban atmosphere and elevating the taste and passion for coffee. ii) Curating exceptional wines from relatively unknown suppliers, in the process helping quality producers manage ebbs and flows in production and cash flow. We package this top quality product into our own branded lightweight, portable and unbreakable, 1.5lt boxes. Box wine our customers can enjoy anywhere —without having to worry about a corkscrew or broken glass. It’s eco-friendly, requiring less energy and cost to produce, store and transport than bottled wine. An understated brand promoted solely through influencers that allows our confident, informed customers to enjoy exceptional wine, at a significantly lower price, that stays fresh for at least four weeks after opening.
  65. 65. Owned Space
  66. 66. ?
  67. 67. Final Few
  68. 68. Connect with me: Blog: www.iambanksy.co.uk YouTube: www.youtube.com/alastairbanks Twitter: @banksy6 LinkedIn: uk.linkedin.com/in/alastairbanks Instagram: www.instagram.com/banksy6 Snapchat: banksy_66
  69. 69. www.YouTube.com/c/alastairbanks
  • michaelslane

    Sep. 21, 2016

Alastair Banks talks digital disruption, the past, present and future. This presentation also covers persona development, social media, context marketing, content marketing and SEO.

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