Web 2.0 Strategy— Doing Good While Making Money October 1 st , 2009, Brussels, Belgium DesignForPersuasion Conference Afternoon Presentation Professor Amy Shuen, CEIBS Formerly of Wharton & Berkeley www.amyshuen.com

What is Web 2.0? 2005 Person of the Year Users Create Value Best Inventions of 2007 iPhone & App Store Twitter in 2009: Viral Mobile Social Media Professor Amy Shuen www.amyshuen.com Source: Google images Time Magazine Front cover

Users create value: social+mobile+viral *Fogg Behavior Model, 2009 How does Web 2.0 impact user behavior- Motivation, Ability and Triggers*? Professor Amy Shuen www.amyshuen.com Source: Google images Time Magazine Front cover

Motivation + Ability + Hot Triggers*: Did you download the Obama iPhone app? Obama “Action List” Menu Obama web statistics & “comps” Professor Amy Shuen www.amyshuen.com *Fogg Behavior Model, 2009

Obama “Action List” Menu

Obama web statistics & “comps”

Micro-campaign manager “dashboard” for Obama 08, Avon, Coke or Komatsu? Professor Amy Shuen www.amyshuen.com Source: Google Images

The Obama i-Phone App: 5k downloads first day, 500k calls in 5 days, 500k users Obama “free” iPhone application McCain Robocalling ROI=Return on Investment Direct Return=# downloads, calls Indirect Return=Votes, $$ Professor Amy Shuen www.amyshuen.com Source: Web 2.0: A Strategy Guide

Flickr vs. Shutterfly vs. Retail store Flickr Shutterfly Retail $$30M Professor Amy Shuen www.amyshuen.com Source : Web 2.0: A Strategy Guide

Kiva Fund-raising: Facebook and an online poker community vs. Skype Facebook, Youtube, social media Email Skype Professor Amy Shuen www.amyshuen.com Source: Web 2.0: A Strategy guide

Facebook, LinkedIn and Twitter powers up Connectors, Mavens, Salesmen & the Bass curve of social influence… Facebook LinkedIn Twitter, Amazon Reviews, TripAdvisors Exponential thinking: 10x users, 10x partners, 10x speed = 1000x Professor Amy Shuen www.amyshuen.com Source : Web 2.0: A Strategy Guide

Web 2.0 Goes From Home to Work From Sunday morning To Monday work morning Professor Amy Shuen www.amyshuen.com Source: Google images Time Magazine Front cover

From a Web 2.0 Sunday morning… 9am. Google “leaky faucet”. Watch YouTube video on how to fix, turn off water & replace o-ring. 10am . iPhone text message from Obama over coffee. Make calls to friends voting in PA & FL. 10:30 am. Facebook, LinkedIn, Twitter updates. Mars Rover pix & FDA warning on spinach salad. 11am. Google-GE Smart Energy app tells me it’s a “smart” time to do the laundry & dishwasher. Noon. After brunch, the kids play Webkinz and Grandpa plays Wii Fit both for exercise and auto insurance reduction…. Professor Amy Shuen www.amyshuen.com

9am. Google “leaky faucet”. Watch YouTube video on how to fix, turn off water & replace o-ring.

10am . iPhone text message from Obama over coffee. Make calls to friends voting in PA & FL.

10:30 am. Facebook, LinkedIn, Twitter updates. Mars Rover pix & FDA warning on spinach salad.

11am. Google-GE Smart Energy app tells me it’s a “smart” time to do the laundry & dishwasher.

Noon. After brunch, the kids play Webkinz and Grandpa plays Wii Fit both for exercise and auto insurance reduction….

To a Web 2.5 Monday work morning… 9am. i Google sales #s, IBM Innovation jam in Second Life , see online results of Netflix contest. 10am . Blackberry text message from Avon “manager” over coffee. IM & text “friends” on new promos & check week’s commission bonus. 10:30 am. Facebook, LinkedIn, Twitter updates. Tweet the Genentech “Peeps” expert network. 11am. WebSquared. My Komatsu sensor app texts me it’s a “smart” time for a tractor tune-up. Noon. Watch “smart’ emergency phone use for co-worker with medical bracelet barcode . Professor Amy Shuen www.amyshuen.com

9am. i Google sales #s, IBM Innovation jam in Second Life , see online results of Netflix contest.

10am . Blackberry text message from Avon “manager” over coffee. IM & text “friends” on new promos & check week’s commission bonus.

10:30 am. Facebook, LinkedIn, Twitter updates. Tweet the Genentech “Peeps” expert network.

11am. WebSquared. My Komatsu sensor app texts me it’s a “smart” time for a tractor tune-up.

Noon. Watch “smart’ emergency phone use for co-worker with medical bracelet barcode .

The future is Collaborative Innovation The iPhone App Store combines… Platform innovation Recombinant innovation Democratized innovation Crowdsourcing innovation Professor Amy Shuen www.amyshuen.com Source: Web 2.0: A Strategy Guide

What to do right now— A 3-Step Action Plan Web 2.0 ROI : What is your current/estimated/forecast business cashflow ROI curve? Write down 3 different ways you could improve its shape and timing using Web 2.0 best practices? (Clue: Kiva example and 10x customers, 10x partners, 10x speed) Social media : How could you quickly activate, motivate, engage and “hot trigger” your existing as well as new users, social network, partners, ecosystem? What could they contribute of value? Write down 3 ideas you got from Obama, Flickr, iPhone, Blackberry, IBM innovation jam, GE smart grid, Genentech, Komatsu, Smart Health, Wii, Avon, Netflix, Mars Rover, FDA, Twitter examples…How could you test, rollout & measure your ideas with low risk, low capital expenditure and potentially high returns? Collaborative Innovation : Write down several ways you could use platform innovation, recombinant innovation, democratized innovation, crowdsourcing innovation to enhance and expand your customers, partners, visibility & innovation with low risk to your core brand image. (Clue: iPhone App Store). Professor Amy Shuen www.amyshuen.com

Web 2.0 ROI : What is your current/estimated/forecast business cashflow ROI curve? Write down 3 different ways you could improve its shape and timing using Web 2.0 best practices? (Clue: Kiva example and 10x customers, 10x partners, 10x speed)

Social media : How could you quickly activate, motivate, engage and “hot trigger” your existing as well as new users, social network, partners, ecosystem? What could they contribute of value? Write down 3 ideas you got from Obama, Flickr, iPhone, Blackberry, IBM innovation jam, GE smart grid, Genentech, Komatsu, Smart Health, Wii, Avon, Netflix, Mars Rover, FDA, Twitter examples…How could you test, rollout & measure your ideas with low risk, low capital expenditure and potentially high returns?

Collaborative Innovation : Write down several ways you could use platform innovation, recombinant innovation, democratized innovation, crowdsourcing innovation to enhance and expand your customers, partners, visibility & innovation with low risk to your core brand image. (Clue: iPhone App Store).