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Generali 3

This is my presentation to the Generali Communications Council in Bordeaux Sept. 19, 2015

shelisrael
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Generali 3

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Presentation Transcript

  1. Global Comm Council

  2. MY TRILOGY

  3. The Lethal Concept Being generous to customers is lethal to competitors. It lowers marketing costs, increases profits & creates user-champions.

  4. Lose to Gain

  5. Lethal Generosity Technology scales kindness, reduces marketing costs and raises profits. Sacrifices may cost you something today, only to provide greater ROI tomorrow.

  6. THE MOLSON CHALLENGE

  7. MILLENNIALS

  8. NEW CONVERGENCE

  9. MILLENNIAL CUSTOMERS  Experience matters most  Influenced by friends not brands  Driving customer trends  Will dominate for 50 years

  10. MILLENNIAL EMPLOYEES  Like solvable problems  Collaborate, don’t compete  Nodes on a network  Motivated by causes

  11. UNITED SOFTWARE • ‘Trust me 1st’ • Facebook challenge • Culture change • New clients

  12. CONTEXTUAL BUSINESS

  13. RAPID CHANGE  Software beating bricks  Loyalty is changing  Power shifting to buyer

  14. CAUSES & SHARING

  15. LOCATION AWARENESS

  16. NORDSTROM ADAPTS

  17. CONTACTLESS ECONOMY

  18. PINPOINT COMMUNICATIONS

  19. MARKETING CONVERGES  PR, ads, etc. lines blurring  Story-telling  Niche communities  Social media shifts conversation  New mobile mindset

  20. THE NEW PR  Everyone’s an influencer  Every company’s a media company  Data-driven

  21. VINTANK: IS IT PR?

  22. CONTEXTUAL BILLBOARDS CONTEXTUAL BILLBOARDS

  23. THAI INSURANCE THAI INSURANCE

  24. CONTEXT & STORIES

  25. CHANGING CONVERSATIONS

  26. NICHE COMMUNITIES

  27. GET SOCIAL W/CUSTOMERS  Agent is partner: User is the customer  Simplify everything  Use social/mobile for Inbound  Start a ‘live healthy’ community or Group  Use VinTank listening strategy  Simplify forms/explanations  % of premiums to designated causes

  28. A FEW IDEAS  Champion customers not agents  Start Generali Facebook Group  Start a ‘Live Healthy’ Community  Communicate directly to Millennials  Use Sharing before competitor does

  29. Shel Israel Writer. Speaker. Nice Guy. shelisrael.com shelisrael1@gmail.com

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