Publishers Forum 2012

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Publishers Forum 2012

  1. 1. Social Media Impact Prof. Tim Bruysten richtwert GmbH | Mediadesign HochschulePublishers Forum 2012 | publishersforum.de
  2. 2. AgendaA B C DBeyond Push & Pull Brands and Networks Definition Social Media Discussion
  3. 3. A Beyond Push and Pull
  4. 4. Push `n Pull? Conference Büro Family Kegelklub Customer Friends Shopping-Center
  5. 5. Push `n Pull? Conference Office Family Bowling Customer Friends Social Graphs Shopping-Center
  6. 6. Exampleisraelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk”katrinayellow: “@israelconsulate PM Lieberman? not FM?”israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.”katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would be interesting :)”israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would beway too complicated”gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keep it, willyou.”israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our next momentof inspiration.
  7. 7. Social Redaktion“Conversation is King, contentis just something to talk about.”—Cory Doctorow
  8. 8. 3 Axioms, why this is true…
  9. 9. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center
  10. 10. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center Run innovation? Win an election? Save the Euro? Heal Illnesses?
  11. 11. Bomardier | YouRail | http://goo.gl/ROcvT
  12. 12. Product Lifecycle„classical Lifecycle“ 100 75 50Absatz 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  13. 13. Product Lifecycle „Web2.0 Lifecycle“ 100Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  14. 14. Product Lifecycle „Web2.0 Lifecycle“ 100Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  15. 15. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
  16. 16. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
  17. 17. 2 Digitalization is Everywhere
  18. 18. 3 Networks can be created spontaneously
  19. 19. 3 Networks can be created spontaneously …to connect those who share a necessity
  20. 20. 3 Networks can be created spontaneously …to connect those who share a necessityCommonalities Complements Discurses Conflicts
  21. 21. Taxonomy of Situations Commonalities Complements Discurses Conflicts destruktive Destruction Cell Conflict War coordinative Planning Dialog Argument Attack cooperative Prayer Conversation Debate Maneuver collaborative Project Product Change Proces co-creativ Vision Procreation Society Discovery disruptive Utopy Creation Divorce Dystopy
  22. 22. B Three Levels of Understanding Brands in Networks
  23. 23. 1 The Roles in a Network
  24. 24. 1 The Roles in a Network
  25. 25. 2 Understanding your Brand-Archetype
  26. 26. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller
  27. 27. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller
  28. 28. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller Influence Power
  29. 29. 3 Quality of Networks
  30. 30. 3 Quality of Networks 1 2 3 4 physical network digital assisted network digital network algorithmic network rising complexity
  31. 31. 3 Quality of Networks physical network digital assisted network digital network algorithmic network rising complexity
  32. 32. 3 Quality of Networks natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
  33. 33. 3 Quality of Networks analog formal digital evolutionary disruptive natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
  34. 34. 3 Quality of Networks„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  35. 35. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  36. 36. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan Net Range Index„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  37. 37. C Definition Social Media
  38. 38. Book AudioBook eBookDocuments
  39. 39. Book AudioBook eBook ExperienceDocuments Performances
  40. 40. Book AudioBook eBook ExperienceDocuments PerformancesDefined through the producer Defined by Society
  41. 41. Definition Social Media
  42. 42. Definition Social Media ok be tt er er ns ks TV nt ss b o tu i ap zi oo e re ce u Tw s p ga B rl am ng a Yo ew a o F N M Pa C The Public Social Media / Social Networks Society (Family, Club, Company, Parties, …)
  43. 43. The Role of the MiddlemanStructural Holes are closed by the digitalization.This is what makes numerous middleman obsolete
  44. 44. The Role of the MiddlemanStructural Holes are closed by the digitalization.This is what makes numerous middleman obsoleteIf you‘re discovering structural holes in the meta-levelof our culture, than you may have a new market.
  45. 45. Evolution of Markets Space Medium Borders Themes Inhabitants User Territory Network Property Awareness Spatiale Culture Communication Culture Territorial Laws Educational Strategy
  46. 46. Evolution of Societieshttp://www.rand.org/pubs/working_papers/WR433.html
  47. 47. D Discussion
  48. 48. You can‘t fight complexityNiklas Luhmann
  49. 49. Contact xing.com/profile/Tim_BruystenProf. Tim Bruysten facebook.com/bruystenwww.bruysten.com de.linkedin.com/in/bruysten twitter.com/timbruystenrichtwert GmbHwww.richtwert.euInformation: http://richtwert.eu/publishersforum2012/

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