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2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
2009 - Sorry, where is the Generation Y?  Context elements for a digital strategy - Now (june 13) downloadable
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2009 - Sorry, where is the Generation Y? Context elements for a digital strategy - Now (june 13) downloadable

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  • 1. Excuse me, where is the Gen Z? Digital thoughts about social enterprise for today’s (& tomorrow) companies. Max Ardigo’ IBM transformation consultant
  • 2. Collaboration Agenda 2.0 A view of the new Digital Nations A view of what users do A view of generations @ workplace Detail on Gen Y and Z So what if… (ideas and solutions)
  • 3. Collaboration Agenda 2.0 The World (and the www) had a tremendous change in the last 4 years. The web - as we knew it - has become the “web 2.0”: where people not only read, but write, participate, generate knowledge and new business models. > Cont
  • 4. Collaboration Agenda 2.0 Yesterday. Today. Source: Forrester Research; IBM Institute for Business Value
  • 5. Collaboration Agenda 2.0 Yesterday. 2 Billion people will be on the web by 2011.* mobile phone subscribers worldwide by the end of 2008.* 4 Billion 1 Trillion connected intelligent devices in the world Today. Connected People Connected Things Source: Forrester Research; IBM Institute for Business Value
  • 6. Collaboration Agenda 2.0 > View Oct. 2008 – 500.000 english words. http://www.youtube.com/watch?v=cL9Wu2kWwSY
  • 7. Collaboration Agenda 2.0 English gets 1.000.000 words on Wednesday, site says June 10, 2009 - Updated 1328 GMT (2128 HKT) New English words: Web 2.0: the second generation of the Internet n00b: a new or inexperienced user, usually with technology Jai Ho: an exclamation of victory, from Hindi slumdog: an unkind term for a person who lives in a slum cloud computing: services delivered via the Internet carbon neutral: an activity that doesn't produce heat-trapping carbon emissions Source: Global Language Monitor june 2009 June 2009 Which is the real world?
  • 8. Collaboration Agenda 2.0 This means that today’s companies are immersed in this new digital, participative context, starting conversations with their friends, employees, partners and customers across the world. In new Digital Nations. Living, knowing, engaging, enlarging, retaining. > Cont
  • 9. Collaboration Agenda 2.0 COLOMBIA (’09) 44,977,758 population Area: 2.070.408 sq km 20,788,818 users as of Sept/09, 46.2% penetration, per CRT. 1.200.000 broadband subscribers as of dec/08, 5.78%.per TeleGeo AUSTRALIA (’09) 21,262,641 population Area: 7,682,557 sq km 17,033,826 users as of Aug/09, 80.1% penetration, per N-O. 4,700,200 broadband subscribers as of Sept/07, 23.0% p.r., per OECD Source: World Internet Stats 2010 Australia SOUTH AFRICA (’09) 49,052,489 population Area: 1,219,090 sq km 5,300,000 users as of Aug/09, 10.8% penetration, per WWW. 426,000 broadband subscribers as of dec/08, 0.9% p.r VENEZUELA (’09) 26,814,843 population Area: 916,445 sq km 8,293,734 users as of Sept/09, 30.9% penetration, per Conatel. 1.410.000 broadband subscribers as of dec/08, 5.0%.per TeleGeo ECUADOR (’09) 14,573,101 population Area: 272,046sq km 1,840,678 users as of Sept/09, 12.6% penetration, per Supertel. n.a. broadband subscribers PORTUGAL (’09) 10,707,924 population Area: 92,391 sq km 4,475,750 users as of Sept/09, 41.8% penetration, per ITU. 1,634,400 broadband subscribers as of dec/08, 36.0%.per ITU ROMANIA (’09) 22,215,421 population Area: 238,391 sq km 7,430,000 users as of Sept/09, 33.4% penetration, per GfK. 2,506,000 broadband subscribers as of dec/08, 34.0%.per ITU RUSSIA (’09) 140,041,247 population Area: 238,391 sq km 45,250,000 users as of Sept/09, 32.3% penetration, per POF. 9,280,000 broadband subscribers as of dec/08, 20.5%.per ITU Digital Countries – Political view
  • 10. Collaboration Agenda 2.0 Source: IBM Manyeyes / Social Networks Data 2009 Digital Nations – Human view INDIA DIGITAL WAR SCENARIO: Orkut vs. Facebook
  • 11. Collaboration Agenda 2.0 Digital Nations – Some details Source: Quancast 2010 People on Facebook More than 471 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 500 billion minutes per month. People on Linkedin LinkedIn connects marketers to over 50 million affluent, ambitious and influential professionals. People on Orkut 150 million of young Indian and Brazilian peers. People on V-Kontakte 68 million users mainly from Russia 815,789,490 pageviews per month.
  • 12. Collaboration Agenda 2.0 Digital Nations – Mail vs. Networks Source: Morgan Stanley Research April 2010
  • 13. Collaboration Agenda 2.0 Digital Nations – Mobile vs. Desktop Source: Morgan Stanley Research April 2010
  • 14. Collaboration Agenda 2.0 Digital Nations – Highest SN countries audiences Average hours / week per visitor Source: IBM Manyeyes / Social Networks Data Russia Brazil Canada P. RicoSpain Italy
  • 15. Collaboration Agenda 2.0 Forrester Technographics: what people do there Create and publish, innovate (Geeks) Post ratings/reviews of products/services, generate buzz Use RSS feeds, “Vote” for Web sites online Maintain profile on a social networking, socialize Read, Watch, Listen None of the above Creators Critics Collectors Joiners Spectators Inactives Creators Source: Forrester Technographics
  • 16. Collaboration Agenda 2.0 World / Forrester SN behaviour evolution ‘07-’09 Source: IBM Manyeyes / Social Networks Data Creators Critics Collectors Joiners Spectators Inactive
  • 17. Collaboration Agenda 2.0 US/Europe % SN mobile users ‘09 U.S. Italy Source: IBM Manyeyes / Social Networks Data
  • 18. Collaboration Agenda 2.0 Forrester - Australia AUSTRALIA (’09) 21,262,641 population Area: 7,682,557 sq km 17,033,826 users as of Aug/09, 80.1% penetration, per N-O. 4,700,200 broadband subscribers as of Sept/07, 23.0% p.r., per OECD Source: Forrester Technographics 2009 Australia
  • 19. Collaboration Agenda 2.0 Forrester - Japan JAPAN ('09) 127,078,679 population Area: 377,812 sq km 95,979,000 users as of Sept/09, 75.5% penetration, per ITU. 30,107,300 broadband subscribers as of June/09, per ITU Source: Forrester Technographics 2009 Japan
  • 20. Collaboration Agenda 2.0 Forrester - Metro China CHINA (’09) 1,338,612,968 population Area: 9,806,391 sq km 384,000,000 Internet users as of Dec/09, 28.7% penetration, per CNNIT 83,366,000 broadband Internet connections as of June/09, per ITU. Source: Forrester Technographics 2009 Metro Cina
  • 21. Collaboration Agenda 2.0 Forrester - South Korea SOUTH COREA ('09) 48,508,972 population Area: 99,268 sq km 37,475,800 users as of Jun/09, 77.3% penetration, per ITU. 15,474,900 broadband subscribers as of June/09, per ITU Source: Forrester Technographics 2009 South Korea
  • 22. Collaboration Agenda 2.0 Forrester - United States UNITED STATES (’09) 307,212,123 Population Area: 9,629,047 sq km 234,372,000 Internet users as of Nov/09, 76.3% penetration, NNV. 79,014,100 Internet broadband connections 31% as of June/09, per ITU. Source: Forrester Technographics 2009 United States
  • 23. Collaboration Agenda 2.0 Forrester - Europe EUROPE 803,850,858 population Area: 10,149,253 sq km 425,773,571 Internet users and a 53.0% penetration as of December 31/09 114,992,952 Broadband connections, 14.3% penetration as of Nov.30/08 Source: Forrester Technographics 2009 Europe
  • 24. Collaboration Agenda 2.0 Forrester - Europe - Italy ITALY ('09) 58,126.212 population Area: 301,323 sq km 30,026,400 Internet users as of Aug/09, 51.7% p.r., per N-O. 10,860,000 broadband connections as of June/08, per ITU, 36.2% p.r. Source: Forrester Technographics 2009 Italy Youngs like in South Korea?
  • 25. Collaboration Agenda 2.0 Italy - Facebook total growth / ’08-’10 08 09 10 Y/Y Italy Source: IBM Manyeyes / Social Networks Data
  • 26. Collaboration Agenda 2.0 Italy - Facebook Age and Growth / ’08-’09 638.540 2.600.000 3.000.000 2.000.000 1.620.460 1.278.040 Source: IBM Manyeyes / Social Networks Data Y/Y Italy Y-Z Gen 31/12/08 31/12/09
  • 27. Collaboration Agenda 2.0 Italy - Facebook Age and Gender / march 2010 Source: IBM Manyeyes / Social Networks Data Italy / Gender Y-Z Gen
  • 28. Collaboration Agenda 2.0 Companies are experiencing (ouch!) new digital models they’ve never imagined could become possible. The social models jump directly into their business models. > Cont
  • 29. Collaboration Agenda 2.0 To connect and have fun together… Social Experience
  • 30. Collaboration Agenda 2.0 To buy a new coffee machine @ the best price (from a friend) Social Commerce
  • 31. Collaboration Agenda 2.0 To be a part of something good! Genuine shared flavor
  • 32. Collaboration Agenda 2.0 To be a part of something big (12 countries, 1 Digital Nation)
  • 33. Collaboration Agenda 2.0 To live the full new product experience… Pervasive branding
  • 34. Collaboration Agenda 2.0 Talk about re-vamped super-drinks (Milk) Digital conversion
  • 35. Collaboration Agenda 2.0 To co-create new products together…and retain. Digital genuine vs. private labels
  • 36. Collaboration Agenda 2.0 To “Brand” dancedance (flashmood), callcallcall and blogblogblog… Social Flashmood
  • 37. Collaboration Agenda 2.0 and rate their experience with those products Digital arena
  • 38. Collaboration Agenda 2.0 To buy a house or select a bank like them… Thriller-commerce Subversive banking
  • 39. Collaboration Agenda 2.0 To evaluate a new candidate… Real democracy
  • 40. Collaboration Agenda 2.0 And choose a new president that has a clear (brand/web) strategy. How did Barack Obama come to dominate Facebook? One move that helped: Hiring Facebook co-founder Chris Hughes in early 2007. Hughes, 24, was Mark Zuckerberg's Harvard roommate. Now he runs Obama's own social network, My.BarackObama.com, which has 900k members (up from 850,000 a week ago, apparently, when BusinessWeek paid homage to Obama's Web strategy.) http://www.alleyinsider.com/2008/7/how-barack-obama-won-facebookReal democracy 67% were Y generation
  • 41. Collaboration Agenda 2.0 To work and evaluate their performances together Future work (now)
  • 42. Collaboration Agenda 2.0 To discuss with other peers how is to work in your company. Future recruitment (now)
  • 43. Collaboration Agenda 2.0 And have a straight view from people like them (recognized by the way they write). Future recruitment (now)
  • 44. Collaboration Agenda 2.0 People & workplace: by 2015, for the first time in the history, five generations may will be working, growing and learning together. > Cont
  • 45. Collaboration Agenda 2.0 Part of my daily routine Unfathomable if not provided On Demand Partner Team decided Collaborative Collaborative Collaborative and networked Continuous and expected 1975 ~ 2000 1995 ~ 20091960 ~ 19801946 ~ 19641922 ~ 1945Born Pocket mobile internet based IndependentFacilitatedClassroomLearning style Generation …NecessarySets me backUnwiseJob changing Lifelong use Unable to work without it UnsureUncomfortableTechnology use Continuous social sonar Weekly/DailyOnce per year No news is good news Feedback RSS ProtagonistCoach Get out of the way Command and control Leadership style Sonar / Individualistic Team includedTeam informedSeeks approvalDecision-making Global Tribe / Independent IndependentHorizontalHierarchicalProblem-solving Electro-social, highly connected Hub and spokeGuardedTop-downCommunication Playing Life Required to keep me Too much and I’ll leave The hard wayTraining Gen ZersGen YersGen XersBoomersSeniors A generational view: by 2015 IBM Elaboration from Lancaster, L.C. and Stillman, D. When Generations Collide: Who They Are. Why They Clash. How to Solve the Generational Puzzle at Work. Wheaton, IL. Harper Business, 2003. New!
  • 46. Collaboration Agenda 2.0 Gen Zers 5~20 Gen Yers 21~38 Gen Xers 39~49 Seniors 70+ Star Wars generational characters by 2015: Boomers 50~69 Very different. With common experiences.
  • 47. Collaboration Agenda 2.0 Gen Zers 5-20 Gen Yers 21-38 Gen Xers 39-49 Seniors 70+ Star Wars generational characters by 2015: Boomers 50-69 Yoda “Much to learn, you still have”. Knows all because invented it.
  • 48. Collaboration Agenda 2.0 Gen Zers 3-20 Gen Yers 21-38 Gen Xers 39-49 Seniors 70+ Star Wars generational characters by 2015: Boomers 50~69 Obi-Wan Kenobi “Patience. Think. Use the force”. Manage all, because built it.
  • 49. Collaboration Agenda 2.0 Gen Zers 5-20 Gen Yers 21-38 Gen Xers 39~49 Seniors 70+ Star Wars generational characters by 2015: Boomers 50-69 Han Solo “Watch your mouth kid, or you're gonna find yourself floating home. Here's where the fun begins! ”. Operates most, because enhanced it.
  • 50. Collaboration Agenda 2.0 Gen Zers 5-20 Gen Yers 21~38 Gen Xers 39-49 Seniors 70+ Star Wars generational characters by 2015: Boomers 50-69 Luke Skywalker & Princess Leia “Well why don't you outrun them? I thought you said this thing was fast! ”. Looking together for their place in the world
  • 51. Collaboration Agenda 2.0 Gen Y by 2015: Keywords Gen Yers 21~38 Networked Connected Ambitious Friendly Diverse Multitasking Open minded Performant Flexible Loyal Self esteem Hurried Lovemark Trust Green Feedback Collaborative Global Feedback Conversations Partecipative Honest Money
  • 52. Collaboration Agenda 2.0 Gen Y: 2015 portrait Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value Generation Y web sources. Gen Yers 21~38 Generation Y is Diverse, >25% network primarily with people of a different ethnicity. Generation Y is respectfully Unisex On the whole, Gen Y doesn’t make sexual differentiation or segregation when it’s time to work and collaborate. Generation Y understands and has Life Experience in the Global Marketplace In many ways, they cannot comprehend an environment that is not global.
  • 53. Collaboration Agenda 2.0 Gen Y: 2015 portrait Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value Generation Y web sources. Gen Yers 21~38 Generation Y Has a Sense of Security and is Ambitious 84% profess to be very ambitious. And feels they have no time! Invests in true stuff. Generation Y aims to be loyal. If you allow this. 45% expect to work for their current employer for their entire career. Great leader? Great place. Generation Y is green 86% say it’s important that their work make a positive impact on the world.
  • 54. Collaboration Agenda 2.0 Gen Y: 2015 portrait Generation Y is Tech Savvy, highly educated and many of its members will bring advanced degrees with them to the workplace. Generation Y is Networked and Partecipant by Nature Working in teams is a top motivator for Gen Y employees. They love to connect with others and enjoy working in offices that are open and conducive to socializing. They want people, even bosses, to be readily accessible. Gen Y is more connected than previous generations An overwhelming majority of Gen Y does use social networking. Social networks do not substitute personal relations, but extend and enrich them. Gen Yers 21~38 Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value Generation Y web sources.
  • 55. Collaboration Agenda 2.0 Gen Y: 2015 portrait Gen Y is naming their kids eccentrically Researchers found that in 1955, nearly one-third (32%) of boys received one of the ten most popular names, but by 2007, less than 10% got a common name. Generation Y marks the death of the mass-scale celebrity/influencer We have realized rather quickly it is more interesting to follow the lives of people we actually know, creating many micro- celebrities among peer groups and niches on the web. Gen Y is numb to mass advertising We grew up in a world with a constant onslaught of advertising and media messages. We’ve simply learned to tune them out and don’t buy into messages that come directly from companies we don’t trust and that haven’t built a relationship with us. Permission marketing, on the other hand, works wonderfully. Gen Yers 21~38 Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value Generation Y web sources.
  • 56. Collaboration Agenda 2.0 Gen Y 2015: socialize to engage & motivate Show them how they can grow if they apply Provide mentoring programs and global communities exchange Let them tell about your company Consider establishing a business presence on prominent social networking sites and providing information about working for your company via video or podcast, in addition to more traditional channels. Help them share Thanks to their natural skills, they are quick to build relations and share their knowledge and opinions with one another. Give assignments that stretch their skills and allow them to develop multiple competencies Gen Yers 21~38 Lovemark/Leader Attraction: Remember that this group is attracted by lovemarks. Size don’t matters. Create OneVoice dialogue Engage for partecipation. Make them feel that they’re in the right place, connected with the company, with its vision and core values, and with more people like them. Surprise them Engagement, Welcome, Birthdays Let them turn you to Z When it comes to the New Generations, Yers are the most valuable resource to revamp yourself
  • 57. Collaboration Agenda 2.0 Gen Zers 5~20 Gen Yers 21-38 Gen Xers 39-49 Seniors 70+ Boomers 50-69 C1-P8 / R2-D2 “ouuuiiuuoooiii. Bzzzioiooouui”. Are still in the space. Will remain? Source: Forrester Research; IBM Institute for Business Value Star Wars generational characters by 2015:
  • 58. Collaboration Agenda 2.0 Gen Z by 2015: Keywords Connected Wired Self directed Multitasking Fast Performant Mobile Loyal Commodity Lovemark Smart OpenBook Privacy Indipendent Tribal-Global Names Speed Community Demmon Intelligent Gen Zers 5~20 Group Sonar
  • 59. Collaboration Agenda 2.0 Gen Z: 2015 portrait Gen Z was born online A mix of the two generations, but more enabled, smarter and faster. They are Digital Natives with access to almost everything. 89% of this group is active online. Gen Z is well supplied, and are Geener than Y Children of older, wealthier parents with fewer siblings and more entertainment and technological options it is likely that they will be the most materially supplied generation of children ever. While Gen Y adopt social tools to enrich relations, Gen Z adopt them to create relations. They live in a word of screens and connections. And in this world is where their relations born and grow, so become real, by affinity, discovery or casualty. Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value, Strauss & Howe, Penelope Trunk/Bazeen Gen Zers 5~20
  • 60. Collaboration Agenda 2.0 Gen Z: 2015 portrait Gen Z will be more self directed (Strauss & Howe) Parents are no longer spending tons of time and money dragging their kids to the world of overachievers. They are hanging out at home instead. And so are the kids: everyone is learning about self-discovery. And self-discovery drives to self direction. Gen Z are Open Books Personal information is only sensitive when it comes to money. Everything else is fair game. Consider the issue of privacy as it cascades through Boomers, Gen X and Gen Y. Open Books enjoy life-streaming personal data on social networks. We will see what happens when Open Books hit the work world - no blur or public/private separation. Gen Z loves very targeted communication 60% of Gen Z enjoy pertinent, personal and relevant multichannel advertising. And accept (because in most cases do not understand) marketing full screening.Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value, Strauss & Howe, Penelope Trunk/Bazeen Gen Zers 5~20
  • 61. Collaboration Agenda 2.0 Gen Z: 2015 portrait Gen Z are Speed Demons Growing up on the web, Gen Z lives in a world of instant gratification. Speed Demons thrive on acceleration and next, next, next. To Gen Z, dial-up is as ancient as dinosaurs. This segment lives for speed and sluggish technology is useless technology. Gen Z will process information at lightning speed. The next generation will be so good at processing information that they will open doors we can only knock on today. Successful leaders of the next generation will move past the lament, to watching how people adapt to the change and leveraging that happens in the workplace. Gen Z are MicroMiners, and have to pay attention Today, attention spans could not handle even a 400-page book. Fast forward into the Gen Z's future and everything is broken into bite-size, manageable pieces. Micro miners thrive on small bits of information. And that’s will be a challenge when it comes to perform a complex task. Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value, Strauss & Howe, Penelope Trunk/Bazeen Gen Zers 5~20
  • 62. Collaboration Agenda 2.0 Gen Z: 2015 portrait Gen Z will not be team players... We know from Strauss and Howe that as generations cycle, the team generations (such as gen y) are usually followed by individualist generations. So it is not surprising to see trends that the same thing will happen over the next decade. …but Community-Organizers Gen Z has grown up with social communities. Meeting, befriending and interacting with the online community is second nature. Despite Strauss and Howe, the networked nature of the digital world and Gen Z's place in it might trump the theory of independence. …and high performance enabled workers Expectations from the future workplace are high… Source: Forrester Research; Harvard Business Review, Princeton, IBM Institute for Business Value, Strauss & Howe, Penelope Trunk/Bazeen Gen Zers 5~20
  • 63. Collaboration Agenda 2.0 Gen Z: 2015 quotes I would have liked to take my own laptop to work – not only is it better performing, but it also has its own configuration, it is lighter, and has a longer-lasting battery. Instant messaging is rapid, unified, fluid. It allows you to establish and confirm work objectives easily. Email is not always the best tool and many people do not take the time to respond to some mails. Two minutes on instant messaging can achieve the same results of 10 emails! Source: Accenture Millennial research 2008 Gen Zers 5~20 I use social networks in two different ways. First, in my personal life to establish an exchange of information – organizing a party, looking for comments on an exhibition. In my work life, I have a different profile and I manage my image; I choose what I share. If a tool brings value, the young people will convince the older team members to use it. “ “ “ “
  • 64. Collaboration Agenda 2.0 Gen Z 2015: prepare to attract and interact Understand them Just ask – they will tell you all. So collect. Build 121 value Show that you know them, they gave their permission Brand experience: personal or die Generation Z will be much less tolerant of businesses that prefer to maintain traditional forms of communication and marketing. they will want to research and buy online, pay immediately and receive an instant response so they can move onto the next thing. Leverage Social Don’t wait Gen Zers come to visit you. Reach them in those places where they live, in the way they accept to be contacted, with the right messages for them. They told you everything, so now act personal. Be Green/CSR enabled They know that their world is getting warm. They won’t accept further warming companies. New signs & channels Remember that this group has built its own signs to communicate and interact across all channels Enhance fast & clear dialogue Since they are opened books, they will speak clear and fast. They will pretend you know who they are (published!) Be prepared to interact in 2 ways, be prepared to scale with high volume dialogue. Anticipate them Act and think like them: prepare your Z strategy Gen Zers 3~20 Be Z Mom Enabled Recover the values that parents intend to transfer
  • 65. Collaboration Agenda 2.0 Ok. So what... if? > Cont
  • 66. Collaboration Agenda 2.0 - Respondents agree that the millennials have specific marketplace needs, but few organisations have formally prepared for the millennial customer strategic or marketing plans. - Companies have not kept pace yet with the millennials’ preference for interacting through newer, community-based technologies. - Peer recommendation and viral marketing are the best ways to comunicate. (Hahahaha).Economist Intelligence Unit, on behalf of Genesys,surveyed 164 C-level and other senior executives from around the world to understand how they are attracting and retaining millennial consumers. To attract and retain millennials as customers, organisations are figuring how to adapt business processes to enrich the customer experience and allow greater choice in customising products and services. How companies are still acting on this? The dark side:
  • 67. Collaboration Agenda 2.0 So what if we talk about a CollaboLab? A Lab to address your Next Company Digital Strategy A community of set-minded people to build the lighter side. Sales IT Mkt HR Operations R&D CFO CollaboLab
  • 68. Collaboration Agenda 2.0 Welcome to the CollaboLab Warning: challenges ahead
  • 69. Collaboration Agenda 2.0 CollaboLab Challenges Consolidate web ROI initiatives with a solid Enterprise Digital Strategy, push over the roadmap. Connecting company skills, generations & diversities across the world Attract, engage and retain top talented competences, segment and apply HR marketing Foster internal and external innovation with continuity Execute plans to engage the consumer of the future
  • 70. Collaboration Agenda 2.0 CollaboLab social initiative example # 1 Name: From IT to YT Young technologies program Type: internal Scope: Doing things faster & better with enterprise 2.0; support the adoption of new models in information technology to speed business Short description: - New project paradigms (2.0 development) - One Voice Program - HR Portals - Operation Portals - Collaboration Central / Communities of interest / practice - Career paths, best practices - Better operations
  • 71. Collaboration Agenda 2.0 CollaboLab social initiative example # 2 Name: COWORKERS Type: internal/global Scope: connect and collaborate to engage and retain top talented people; apply HR marketing to identify & segment Short description: - Providing support for all innovation initiatives both for internal or external scopes - Supporting product marketing to identify & model new interaction models - Enhancing internal organization & business process
  • 72. Collaboration Agenda 2.0 CollaboLab social initiative example # 2 Name: COWORKERS Type: internal/global Scope: connect and collaborate to engage and retain top talented people; apply HR marketing to identify & segment Short description: - Providing support for all innovation initiatives both for internal or external scopes - Supporting product marketing to identify & model new interaction models - Enhancing internal organization & business process The HR WW community
  • 73. Collaboration Agenda 2.0 CollaboLab social initiative example # 3 Name: COBRA/CSR Hear to Understand Type: internal/global Scope: discover opinions, trends, reputation, consumer feelings, competition, brand and management reputation Short description: - Advanced web analytics/sentiment analysis - Corporate social responsibility - Product exploration - Product feedback - Management feedback - Corporate / Brand reputation - Financial information Sentiment, Corporate Branding, Reputation, Insight
  • 74. Collaboration Agenda 2.0 CollaboLab social initiative example # 4 Name: InnovationFactorY Invent.Mix.Remix. Type: internal/external Scope: Foster internal and external innovation Short description: - Providing support for all innovation initiatives both for internal or external scopes - Enhancing internal organization & business process - Supporting product marketing to identify & model new interaction models - Making product cross fertilization with customers - Enabling controlled crowdsourcing
  • 75. Collaboration Agenda 2.0 CollaboLab social initiative example # 4.1 Name: RECRUYTERS (A attracts A) (B attracts C) Type: employee to talent / external Scope: engage and retain top talented competences, support university programs, speak for the company across channels Short description: - Employ Y-Z top talents to engage top talents - University programs to connect and engage - Digital Master Sponsorships - Digital Career Days (24/7) - Talking with new generations, polling, understanding, planning career meetings -Working on SOPO, FD Career, Lovemarks, Other Z networks
  • 76. Collaboration Agenda 2.0 CollaboLab social initiative example # 4.2 Name: POLLiNATION buzzzz-the-world Type: internal social / external buzzword contest Scope: amplificate marketing operations and prospect/customer engagement, collect social data and segment for future customer operations Short description: - Drive consistend digital strategy - One web: social connectd plattform, SSO - Socialize initiatives to magnify return and collection - Collect social data to segment and interact - Apply sentiment and predictive analytics - Drive to web and store - Build multichannel Lovemark baseline
  • 77. Collaboration Agenda 2.0 The solution to manage this… Press button to start.
  • 78. Collaboration Agenda 2.0 Multiplattform Portal 2.0 Virtual Portals Role/Rule based Personalization Composite Mashups Rich Client Mobile Accelleratori Commerce Sviluppo web2 Web analytics Dashboards Collaboration Social Networks Social Tools Real Time Chat/Call/Web me Awareness Webconf Sentiment, Corporate Branding, Reputation, Insight Web analytics, Continuous optimization, Sentiment analysis, Corporate & brand reputation Assemble Deliver Socialize in/out Customer intelligence Enterprise Master Data (extended user Business & Social data) Enterprise 2.0 Layer User experience, Social, Mobile, Touchpoints Portale KM& Collaborazione, Analytics Social Connectors Enterprise Customer Insight Enterprise User Mgmt Architecture 2.0 Essential Enterprise Social components
  • 79. Collaboration Agenda 2.0 INTERACTION SERVICES MULTIPLATTFORM – Linux Windows, AIX ecc. Personalization rules to deliver “my experience” Adaptive content (reccomendation, affinity etc) Campaign management Extended master data schema for social (merge business & social data to deliver personalized funny things) Virtual portals to extend branded propositions Ready to interact “portlets” DTP SSO integration, (things together) Multiple directory integration (people toghether) Portlet Factory for fast compotite apps (same feeling) Mashups, process integrations, etc. (all in one) What people want to have, in that moment, for them. Accelerators: collaboration, contentent, self service, process, dashboard, enterprise suite (serious stuff) 6000 portlets available (enough) Pervasive - Standard compliant for “in customer context delivery”: Portlet, WSRP, JSR168, Web Svcs, JSR170, RSS, XML, REST, AJAX, STRUTS, JSF, LDAP, Eclipse based... (go outside portal) Mobile Enterprise 2.0 Layer Dashboards Portal 2.0 Exceptional User Experience Framework for extremely personal delivery: They’ve told who they are. Give them what they expect.
  • 80. Collaboration Agenda 2.0 • Web content management: to manage fine detail delivery both in intranet/extranet/internet/mobile... Reusing the same document with different contents and presentation styles in each one of these contexts. • To manage what you want/have to see (by role, by interest, by affinity with users like you) • Changing access rules/priority by external events/data/rules or personal behaviours (personalization) • Delivering from portal through mail, mobile, with campaigns. • Web Analytics (Coremetrics in SaaS) • http://www.coremetrics.com/solutions/websphere-portal.php Enterprise 2.0 Layer Content 2.0 Advanced web content management to give what users want with intelligence:
  • 81. Collaboration Agenda 2.0 • Social Connections / SNA: enterprise social, with all the social services a company can need, both for internal or external use. Pervasive integration with other core plattforms (CRM, HR, Competence mgmt, ERP etc) to mix business/transactional and social data. • Social documents the fastest way to work on documents, both internally or externally with mixed teams. Pervasive integration with ERP’s & ECM systems (Filenet, Alfresco, Content manager, Sharepoint...) and awesome ease of use. • Real time IM, Awareness, Webconferences, VOIP, Virtual rooms, and more. This service extend the capability to talk with your peers also through your public site with no need to distribute SW or plugins. Enterprise 2.0 Layer Collaboration 2.0 Advanced social and collaboration tools, to be mixed into portal services, or used outside portal within other web apps. Build your “Facebook” interaction model with enterprise security.
  • 82. Collaboration Agenda 2.0 File Libraries, Blog, Wikis Instant Messaging, Web Conferencing E-mails, Calendar, Contacts Telephony, Video, VoIPDocuments, Presentations, Spreadsheets Digital Forms Profiles, Skills, Expertise Forum, Communities Shared Bookmarks Activities, Project Mgmt Scorecards, Dashboards Alerts Composite Applications, Business Mashups Enterprise 2.0 Layer Collaboration 2.0 Trustable. Secure. Flexible. Controlled. Web based. To share, extend and integrate without boundaries across the digital ecosystem. SNA Discovery Expert Discover Social Analytics
  • 83. Collaboration Agenda 2.0 Commerce 2.0 Deploy your commercial strategy on every social channel. Leverage customer knowledge, network and desires. Enterprise 2.0 Layer User generated Comments Customer blog entry Share to social networks Connections Ratings and Reviews Community Moderation Email to a friend • Intercepting all transactionds and social interactions to profile, build real-time dynamic navigation, target and diffuse commerce objects (items, remote widgets etc.) online • Triggering all the interaction, relations and behavipural data to execute precision marketing campaigns • Managing multimodel/multibrand and multichannel stores Publish remote widgets in social networks Integrate social SSO to shop in 1 click Enterprise Master Data (extended user Business & Social data) Control, collect and store all objects and internal or externmal interactions to build rules
  • 84. Collaboration Agenda 2.0 Change Banner $10 Off Next Order Send $10 Off SMS Coupon Thank you for your review. Receive $10 off next order Add to Active Participant Segment Targeted and Personalized Pcecision Social Mkt Share Your Favorites With Your Friends Commerce 2.0 Deploy your commercial strategy on every social channel. Leverage customer knowledge, network and desires. Enterprise 2.0 Layer
  • 85. Collaboration Agenda 2.0 Customer Intelligence 2.0 Advanced web analytics/sentiment analysis. Enterprise 2.0 Layer COBRA • Advanced web analytics/sentiment analysis • Corporate social responsibility • Product exploration • Product feedback • Management feedback • Corporate / Brand reputation • Financial information
  • 86. Collaboration Agenda 2.0 Cloud Collaboration 2.0 On Premise or in Cloud. Think about your next “career day” recruitment process, managed here. Enterprise 2.0 Layer
  • 87. Collaboration Agenda 2.0 Come iniziare http://www.linkedin.com/in/maxardigo ® Sana conversazione di 10 minuti col Max, se serve.

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