Social Media for Communicators (Web2.0) - IABC

implications of Web2.0 for communicators Alexander Osterwalder, PhD [email_address] Geneva, 15. Mai 2007

what are your worst professional fears as a communicator regarding the Web(2.0)?

what are your hopes as a communicator regarding the Web (2.0) ?

what does the web2.0 world look like today?

When people talk, listen completely. Most people never listen Ernest Hemingway (1899 – 1961)

the cost of creation and distribution has collapsed 1

“ near professional” technology costs nothing

content manipulation is becoming ever simpler and accessible

distribution is essentially free

plentiful, cheap, but of low nutritional value…

… but some stand out!

passionate people are creative +/-

much more creative resources to come

we live in an era of participation 2

blogs have democratized publishing

RSS & aggregators

(peer-) rated content enforces meritocracy

when it’s made easy people care

power law of participation (Ross Mayfield)

a lot of what matters to your business happens outside your control… 3

… and it happens faster and faster

[source: Fortune, 2005]

employee bloggers

video interviews with opinion leaders and industry innovators
out-of-the-box thinking
community creation (rss)
aggregation of industry reports
content syndication
private banking library
EXAMPLE

customers increasingly share their experiences online

526 comments !!! to Jeff Jarvis’ post about his Dell machines

what are customers saying about your company?

co-creating value leverages resources 4

Goldcorp crowd-sourcing

IBM innovation jam

from copyright to creative commons

multi-media content syndication

collective intelligence is often superior to expert knowledge 5

wikis vs.

from taxonomy to folksonomy by tagging

prime time is dead 6

one size fits no one

niche communities are blossoming

from bloated head to the long tail

people carefully cultivate their online existence 7

creating identity online: myspace.com

exhibitionism

me, myself and I…

networks rule 1 + 1 = 3 8

online social networking leverages your impact connectors / mavens / salesmen

plug & play: connecting applications in mash-ups

markets are conversations 9

from anonymous organizations to…

… conversations & relationships

Irving Wladawsky-Berger, IBM, VP Technical Strategy and Innovation

“ in-world” interviews in an auditorium…

key take-away…
Web2.0 is all about web-based bottom-up social media…
… that make your stakeholders gain power…
… so learn to lose control…
… and embrace and leverage the “outside world”…
… by integrating stakeholders, …
… tapping into collective intelligence…
… and taking people seriously

Web2.0 business readiness self assessment canvas we don’t care we excel at this we’ve started I H G F E D C B A 5 + 4 3 2 1 - we relate to our customers on a personal level we leverage our networks we know the online identities our customers cultivate and understand them we know the online communities related to our brand and listen to them we tap into internal/external collective intelligence to leverage our resources we integrate people outside our company to co-create business value we know the online areas outside of our control that (could) impact our brand we help customers actively participate in creating our brand we know where our customer post home made ad-hoc content about us

Alexander Osterwalder, PhD [email_address] www.arvetica.com

When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization. we build knowledge Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values. we manage change Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts. we connect Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects. we operationalize Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together we co-create

Thank you
Andreas Reinhold
Jimmy Smith
Rafael López Diez
Uwe Klockmann
Diana Castillo
Uwe Klockmann
Ricardo Junqueira
Anita Bezanson
Ross Mayfield
Sam Teigen
Jason de Fillippo
Guy Mason
Barbara
grintz
99zeros
Galdo Trouchky
Adeghord Malthus
slworking2
Kosmar

Meet Charlie http://www.slideshare.net/slgavin/meet-charlie-what-is-enterprise20
Approaches of Companies in Germany to the Social Web http://www.slideshare.net/apalme2003/approaches-of-companies-in-germany-to-the-social-web
Corporate Excellence through Social Media http://www.slideshare.net/prpoint/corporate-excellence-through-social-media/
useful Web2.0 presentations

http://business-model-design.blogspot.com	45
http://emprende.emprecol.com	43
http://noodles.myfenek.com	41
http://www.slideshare.net	23
http://www.arvetica.com	5
http://blog.futurelab.net	4
http://www.e-presentations.us	2
http://emprendecolaborativamente.wordpress.com	2
http://static.slideshare.net	2
http://www.paperblog.fr	2
http://www.moodle-france.com	1
http://messian.5mp.eu	1
http://www.business-model-design.blogspot.com	1
https://bb.cocc.edu	1

Social Media for Communicators (Web2.0) - IABC

by Alexander Osterwalder on May 17, 2007

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Social Media for Communicators (Web2.0) - IABC — Presentation Transcript