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Growth versus Contribution

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This slideset is especially made for companies serving consumers. It is made to show you the biggest change in business since the start of stock markets. It shows you the force that will move us from: ...

This slideset is especially made for companies serving consumers. It is made to show you the biggest change in business since the start of stock markets. It shows you the force that will move us from: Growth to Contribution

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  • Full Name Full Name Comment goes here.
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  • Will it be the power of the collective or the action of the collective? At the heart there is still only a small originating group, the power of distribution enables the crowd to impact the dynamics. The power is in the reduced encumbrance for the feedback loop to happen. One person downloads, looks, reviews and then they or really less than 1% of they comment, suggest a feature, point to what's broken and the loop starts. 4 comments out of 2977 views, .13%.
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  • Thanks for contributing with your slides.

    You make an interesting connection about the current process in many business... Is necesary to make the difference between both point of view.

    Thanks again.

    Mauricio D.
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  • Indeed a great presentation. Good to see such ambitions from a large corporation. I've also put the slides on my blog: http://www.crowdsourcingdirectory.com/?p=42
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  • Wow! This is great. I will blog about it.
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Growth versus Contribution Growth versus Contribution Presentation Transcript

  • Growth versus Contribution Changing the purpose of business Raimo van der Klein http://contributionmarketing.wordpress.com January 2007
  • About this slideset
    • This slideset is especially made for companies serving consumers.
    • It is made to show you the biggest change in business since the start of stock markets.
    • It shows you the force that will move us from:
    • Growth to Contribution
  • People are Connected Email Blogs Instant Messaging Cellphones VOIP SMS
  • Connected people create their own connected markets Crowdsourcing Co creation Crafting User Generated Content Recommendations (V)Blogs Peer2Peer Comments
  • A new Democracy is forming..
  • Companies are isolated No Dialogue with customers Mass marketing Advertising agencies Not transparant(fear) Research companies
  • Stuck in an isolated input/output mechanism “ How do I get attention?” “ How do I differentiate from my competitor?” “ What is my ROI?” “ I am a moneymaking machine”
  • Focussed on growth and profit
  • Isolated Companies focus on own growth ( solitairy survival ) Connected People focus on contribution to the collective ( protecting the group )
  • Something has got to break..
  • The Bad News
    • Many new companies will arise from within the connected networks.
    • Started by individuals..
    • .. They will gain momentum
  • The Good News
    • Through changing your strategy from growth to sustainable contribution you can survive.
    • It is a big change!
  • The Dilemma Growth Contribution An isolated machine(Clock) Part of a machine( pendulum) Defines itself by what it is Defines itself by why it is Focussed on input/output Focussed on adding value I am a ... My part takes care of...
  • The Dilemma Growth Contribution More, more, more Enough is enough Selling Facilitate buying Seller Servant Constant inbalance Sustainable balanced market between reality and ambitions Do you want to sell? or have someone buy?* *Sharon Drew Morgan
  • The Dilemma Growth Contribution Broadcast the message Listen to the message Selling the idea Providing a solution Brand Reputation
  • The Dilemma Growth Contribution Closed Open
  • The Dilemma continued
    • Customers will ask you(if your lucky):
      • to open up your resources
      • how you will contribute to a better life
      • to please stop asking for attention
      • Which intrinsic values your product has:
        • Design, greener, healthier, cheapier, easier, entertaining, cleaner
      • To serve them 100%
  • Dynamics of Scale
    • Scale can help you..
    • reduced costs
    • innovation
    • Scale can hurt you..
    • standardization
    • slow and remote
  • Process of Change Select a market What are your resources? What are your capabilities? What is easy to attain for you? Select a group of people you know You have access to them? You have details on them? You are them? Ask how you can contribute with your resources ..and start the dialogue
  • Contribution Marketing
    • Serving a selected group of networked individuals within your selected market .
    • Build products around intrinsic product values.
    • Grow from there...
    • Get connected and serve !
  • Timeline
    • 2007 :
    • Broad awareness for the growing power of the Collective.
    • The power of the collective will start to influence us beyond the boundaries of Media/ICT(web 2.0).
    • People seek sustainability , contribution to their life and that of the community, transparancy and intrinsic product values.
  • Timeline
    • 2008 :
    • Customer Facilitation
    • User Generated Products
    • Crafting
    • Amazon/Ebay Time!
    • Social trade market gets mature
  • Power2thePeople
  • About Author
    • Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager.
    • Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Cocreation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR.
    • For more information contact me at [email_address]