beta
new management practices for the digital age.
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digital revolution. management evolution.
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NEW TIMES the web 2.0 revolution
"Revolution 2.0"
"We are the Web"
"Workplace 2.0"
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"Person of the Year: YOU."
NEW TIMES the media revolution
Video Link: The Media Revolution
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NEW TIMES the media revolution
(cc) Lynette Webb, 2006
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NEW TIMES consumers have changed
Video Link: The Break-Up
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NEW TIMES I am the media
14,463,346 auctions www.ebay.com 21 Nov 2006
Almost 4,000,000 articles (10 languages)
“The workers should appropriate the means of production�
33,347,000 profiles
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[Figures as of 2006/07]
200,000,000 blogs
>100,000,000 videos (65,000/day)
1.5 million residents
NEW TIMES mass marketing is dead
"The Traditional Marketing Model we all grew up with is obsolete“ Jim Stengel, Global Marketing Officer P&G
"Massmarketing is a massmistake"
Larry Light, Chief Marketing Officer McDonalds
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2006
NEW TIMES the digital connected world Everybody and every product is being connected and exposed to the world. The convergence and integration of technologies, devices, web-based services and content is changing the customer experience. New products must provide more than mere interoperability and synergy. They must deliver customer-centric solutions. With Web2.0, consumers take the power and brands are losing the lead. Consumers redefine the rules regarding what they actually like and want to get. They connect with each others, produce and share new media content and ideas. Consumers become "prosumers". Traditional medias lose of their importance whilst internet becomes the main media. Younger people spend more time surfing than watching TV. They connect with their 'buddies' in communities. Companies must rebalance their mix to digital media and drive customer-centric communications. In-house innovation is not sufficient anymore whilst product differentiation becomes thinner with the digitalization. Companies must cooperate and define new adding value models. The market speed in some industries like consumer electronics, IT and telecoms is increasing dramatically whilst product lifecycles shorten. And in too many companies the internal communication remains fragmented and based on IT tools of the last century. They don’t fit to the new world. Companies must adopt the new collaborative tools based on web 2.0.
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NEW TIMES facts & figures
[Figures as of 2007]
Communities MySpace: 180 million users worldwide – 50% of L.A. and N.Y. are members – 80% of US teenagers manage their contacts there. CyWorld: 90% of Koreans under 25 are members. Blogs Almost 100 million blogs registered by Technorati. 120.000 new blogs created everyday. Media
54% of US consumers avoids products & services which “overwhelm” with advertising 69% people are interested in ad blocker technology. 76% people don't believe that companies tell the truth in advertisements. 78% of Germans are irritated by advertising, only 24% actually still watches it (GfK) 85% of Chinese stop watching TV during commercial breaks. (McKinsey & Co.) 90% people trust friends recommendations.
Enterprise 2.0 45% of German companies use a a wiki.
FACTS & FIGURES WILL BE UPDATED
NEW TIMES the long tail economy
20th century The "Hit" Economy
21th century (digital world) The "Long Tail" Economy
• "Hit list is better" • One fits all • Limited Choice
• "Niche is better" • Personalized content • Unlimited choice
surf down the ta
bestsellers
il thanks to fil ters and reco mmandations
(ranking and communities )
the long tail = unlimited choice
• At least as much business in the Long Tail as in the Head • Addressing the Long Tail is cost effective in the digital world • Good filters lead to success - e.g. Amazon, Google, Netflix www.fmartin.info
NEW TIMES from red to blue oceans Red Oceans
Blue Oceans
Compete in existing market space Beat the competition Exploit existing demand Differentiation OR low cost strategy
Create uncontested market space Make the competition irrelevant Create and capture new demand Differentiation AND low cost
e.g. Apple, Nespresso, Mini etc
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NEW TIMES from Web 1.0 to Web 2.0 Web 1.0
Read only Static Personal websites Page Views Google Click Publishing Content Management Directories (taxonomy) Stickiness Informative
Web 2.0
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Read and Write Live Blogs Pay-per-click Google AdSense Participation Wikis Tagging (folksonomy) Syndication Productive
NEW TIMES from Mkg 1.0 to Mkg 2.0 Marketing 1.0
Mass media Top down message Consumers Target groups B2C Competition benchmark Market surveys Market share target Website PR Banners marketing
Marketing 2.0
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New media, long tail Conversation Customers, Prosumers You B2C, C2B, C2C Value innovation Buzz & conversation tracking New value space Blogs PR 2.0 Community, blog, viral marketing
NEW TIMES from Enterprise 1.0 to E 2.0 Enterprise 1.0
Business management Defend own business Top down & authority Desktop tools Market research dpt. Fixed office Fixed hours and working place Hire agencies
Enterprise 2.0
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Ecosystem management Cross fertilization Participation management Collaborative tools Collective intelligence Virtual office Work anything anytime anywhere Network outsourcing
WEB 2.0 the interactive web "collective intelligence" publishing tools blogs, wikis …
sharing tools
links, photos, videos, FAQ …
WEB 2.0 collaborative work
collaborative info mngt
groupware, online suites …
folksonomies, recommendation search engines …
semantic web
RSS, microformats, structured blogging …
web services
social networks
Mashup, API …
contacts and intermediation …
"Web as a platform"
"Web as a platform"
for users
for services
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WEB 2.0 a full platform of services
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WEB 2.0 unlimited choice of services
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VISION Digital Tech. Enable New Possibilities New Business Opportunities Efficient Operations 1:1 communication
Mobile I Social Networks Internet I Digital TV
Enterprise 2.0
INDIVIDUAL
WORKPLACE
HOME http:// Web 2.0 I Cloud Computing
OUTDOOR
Augmented Reality
SHOPS
Digital Signage www.fmartin.info
Near Field Communication
VISION Digital Innovation Unleashes Business
IT process
Product /services
Innovation 2.0
sales marketing
turning the bits & pieces into powerful & dynamic business ecosystems by leveraging web 2.0 & digital tech that "synergize" resources. www.fmartin.info
VISION The New Temple of Value Creation
Networked Resources
+
partners
i-Collaboration
collaborators
+
Unique User Experie n ce
prosumers
[the Digital Agora]
COLLECTIVE & REALTIME INTELLIGENCE
Interactive & Realtime Technologies www.fmartin.info
PRODUCT & MARKETING 2.0
BUSINESS & PROCESS 2.0
DYNAMIC BUSINESS VALUE CREATION 2.0
a selection of books & links
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BIBLIOGRAPHY recommended books
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BIBLIOGRAPHY web litterature Live Web, Digital Trends, new Marketing & Productivity 2.0 Frederic Martin What is Web 2.0? Tim O’Reilly, Publisher O’Reilly & Associates Rise of the Participation Culture Connecting The Dots MySpace Generation Business Week The New Wisdom of the Web Newsweek Convergence Culture: Where New and Old Media Collide Henry Jenkins Smart Mobs: The Next Social Revolution Howard Rheingold Web 2.0 changes the information workplace Forrester Research Tipps for gaining adoption of Enterprise 2.0 technologies The Fast Forward Blog Report on Digital Media Trends AvenueA | Razor Fish How Businesses are Using Web 2.0 McKinsey How Companies Can Make the Most of User-Generated-Content McKinsey Business Embracing Web 2.0 BusinessWeek Web 2.0, The New Guy at Work BusinessWeek Digital Outlook Report 2007 Avenue A I Razofish Enterprise 2.0: the dawn of emergent collaboration A.P.McAffee Prepare for the Impact of the Increasing Power of Individuals Gartner
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BIBLIOGRAPHY blogs & videos blogs
Blognotes Live Web, Digital Trends, New Marketing, Enterprise & Productivity 2.0 Techcrunch the most popular US blog on digital trends Mashable Social Networking News Read/Write Web WebTech News Dion Hinchcliffe's Web 2.0 Web 2.0 trends Web 2.0 Workgroup network of premium blogs on web 2.0 The Fast Forward Blog Enterprise 2.0 eMarketer network of e-marketing specialists iMediaConnection connected marketing community Robin Good a master of new media Programmable Web web 2.0 toolbox Irresistible!Electronics Meta-Value in Consumer Electronics
videos
Mr.Advertiser and Ms. Consumer Break Up Microsoft We are the Web nice video on the web evolution Prometeus - the media revolution a look into the future of media Your digital life in the future your daily life in a couple of years www.fmartin.info
thank you !
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