Knowledge peers event share version

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The Networked Business of the Future. Presented at Knowledge Peers event, 14.09.11. Transcript and background at bluurb.wordpress.com

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Knowledge peers event share version

  1. 1. Knowledge Peers <br />The Networked Businessof the Future<br />14 September 2011<br />dch.co.uk<br />@DCH_Agency<br />
  2. 2. Nicholas Gill<br />Planning Director, DCH<br />Some of the themes on Social Business are derived and adapted form the Dachis Social Business Summit. See bluurb.wordpress.com and search social business for further reading.<br />
  3. 3. “The internet is the dominant platform for life in the 21st Century… it is the central platform for business, culture and personal relationships.”<br />Ben Hammersley, Wired. 2011.<br />(this week)<br />benhammersley.com<br />
  4. 4. Image source: InnovativeThunder.com eBook<br />
  5. 5. We are now in the information ageBut we act as if we’re still in the industrial age<br />Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices<br />Our 9-5 is not linear<br />It is lumpy<br />We compensate for lumpiness with meetings<br />But some companies embrace downtime and change the world<br />Image source: apworldhistorywiki, ThinkGeek, Google<br />
  6. 6. We are now in the information ageBut we act as if we’re still in the industrial age<br />Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices<br />Our 9-5 is not linear<br />It is lumpy<br />We compensate for lumpiness with meetings<br />But some companies embrace downtime and change the world<br />Image source: apworldhistorywiki, ThinkGeek, Google<br />
  7. 7. Image source: apworldhistorywiki, ThinkGeek, Google<br />
  8. 8. A shift is needed. Across the enterprise.We need to become social businesses.<br />This is hard.<br />We have jealously guarded our knowledge<br />We now need to become:<br />Open<br />Collaborative<br />Sharing<br />Image source: soundcloud.com<br />
  9. 9. Silo models inhibit growthPorous silos improve productivity and profit<br />HP saved $10bn in customer service<br />SAP reduced issue resolution to 17 mins average from weeks<br />P&G get 50% of all NPD from active social listening<br />Image source: http://www.flickr.com/photos/joeyharrison/51581489/<br />
  10. 10. It’s the same with marketing communications<br /><ul><li>Repeatable, factory processes
  11. 11. Honed on a familiar media consumption diet
  12. 12. Then technology changed (and continues to change) the media landscape</li></ul>Image source: Razorfish Liminal report 2010<br />
  13. 13. It’s the same with marketing communications<br /><ul><li>Repeatable, factory processes
  14. 14. Honed on a familiar media consumption diet
  15. 15. Then technology changed (and continues to change) the media landscape</li></ul>Image source: Razorfish Liminal report 2010<br />
  16. 16. It’s the same with marketing communications<br />Image source: Razorfish Liminal report 2010<br />
  17. 17. Silo models inhibit growthDon’t cross the streams<br />The marcomms mix became silos in organisations<br />Consumers escaped from the box and became people<br />And crossed the streams<br />Doing things brands would not do<br />We need to cross our streams<br />Image source: xenafan.com<br />
  18. 18. Simultaneous consumption is now normal<br />86% of mobile phone users are using their phone at the same time as watching TV<br />Communal<br />Enriching<br />Added excitement/interest<br />The mobile device becomes the most valuable tool in the marketers box<br />Image source: digital buzz blog infographic, Info source: Media Guardian 2011<br />
  19. 19. Mobile represents as a big a shift as TV did<br />Location<br />Context<br />Real time<br />Connected (friends)<br />Frictionless<br />Integrates and amplifies<br />Image source: Blis Mobile<br />
  20. 20. Contrary to popular belief, TV is not dead<br />We spend MORE time watching TV than any other activity<br />35x Facebook<br />+6% YoY<br />We just do it in different ways<br />Time-shifting<br />Mobility<br />But appointment to view TV is bigger than ever<br />Forcing brands to behave differently<br />Info source: Media Guardian, 2011, eMarketer September 2011, Image source: ukhdtv.uk<br />
  21. 21. Be brave, have budget, cross the streams<br />Shareable<br />Sociable<br />Topical<br />Be relevant<br />Right device<br />Add value<br />Facilitate<br />Community<br />Consumer<br />Brand<br />Authentic<br />Open<br />Transparent<br />
  22. 22. Knowledge Peers<br />Thank you<br />Find this deck & transcript at bluurb.wordpress.com@nicholasrgill<br />dch.co.uk<br />@DCH_Agency<br />

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