Created by the people for the people

“ This population is made up not of customers to whom you must sell, or even constituents to whom you must pander, but of partners on who you can rely and with whom you can act. Treat them as such, and you might be surprised by how much you get done together” Douglas Rushkoff

“ This population is made up not of customers to whom you must sell, or even constituents to whom you must pander, but of partners on who you can rely and with whom you can act.

Treat them as such, and you might be surprised by how much you get done together”

Douglas Rushkoff

For this presentation pretend Treat them as such and you will believe

If you had a pre-launch startup that knew how many partners “Beyond Reasonable Doubt” would open their wallets (to invest) had a value proposition road tested before spending any cash knew how and when their customers would leave the competition and partner with you ? Would you be interested?

knew how many partners “Beyond Reasonable Doubt” would open their wallets (to invest)

had a value proposition road tested before spending any cash

knew how and when their customers would leave the competition and partner with you ?

Being interested is NOT enough Beliefs on how business interacts with people must be tweaked Can you change?

Beliefs on how business interacts with people must be tweaked

Then it is time to adjust A market paradigm shift has occurred And these are the new rules

A market paradigm shift has occurred

Paradigm Shift 1* Researching = Listening What are people saying about you? http://www.forrester.com/Groundswell/ladder.html

Researching = Listening

Paradigm Shift 2 It’s a conversation not a shouted monologue Marketing = Conversation

Paradigm Shift 3 Sales = Invigorating Help people recruit others

Sales = Invigorating

Business Engine Shift 4 Development = Embracing Yes you know best but don’t second guess

Development = Embracing

Business Engine Shift 5 Support = Supporting Help people support each other

Support = Supporting

Partners express what they want when they want it how much it costs And who manages it A great company can be built when By providing…

Partners express

what they want

when they want it

how much it costs

And who manages it

What: Features, Demographics, Friends, Competitor Data, Values, Capital Branding, Company Name, Strategy When: Signup, Launch, Contract Exits How: Spend limits, pricing, costs, profits Who: Employ, partner, advertise Through Participation Partners Contribute How do we make all this information useful?

What: Features, Demographics, Friends, Competitor Data, Values, Capital Branding, Company Name, Strategy

When: Signup, Launch, Contract Exits

How: Spend limits, pricing, costs, profits

Who: Employ, partner, advertise

What: Projections, Forecasts, Optimal Service Offerings, Intelligence, Open Democracy Tools, Project Management When: Go Live Dashboard How: Price Indicators, Working Capital Who: Hiring Guidelines, Criteria We Synthesize to Support Community Decision Making The What, When, How and Who evolve as the company grows

What: Projections, Forecasts, Optimal Service Offerings, Intelligence, Open Democracy Tools, Project Management

When: Go Live Dashboard

How: Price Indicators, Working Capital

Who: Hiring Guidelines, Criteria

Partner Participatory Cycle

An example for YourMobile

How do we discover our partners? Startups that engage a select audience via the correct medium and offer an opportunity to define their own value proposition can mitigate many risks facing new ventures today. Meeting needs realtime

Startups that engage a select audience via the correct medium and offer an opportunity to define their own value proposition can mitigate many risks facing new ventures today.

A Social Strategy Framework* People Objectives Strategy Technology * http://blogs.forrester.com/charleneli/2007/12/the-post-method.html

People

Objectives

Strategy

Technology

A Great Partner? 15 to 35 Early Adoptor Regular internet user Off plan Own handset outright Do not have company phone Sure, but what else do we have to know?

15 to 35

Early Adoptor

Regular internet user

Off plan

Own handset outright

Do not have company phone

If we know how our potential partners engage the online realm. We can build a winning crowd of participatory partners

Forrester defines five characteristics of online behavior* Spectators Joiners Collectors Critics Creators *http://www.forrester.com/Groundswell/ladder.html

Spectators

Joiners

Collectors

Critics

Creators

Spectators Read Blogs and News Portals Listen to Podcasts and Music Watch You Tube and Video We need a lot of Spectators

Read Blogs and News Portals

Listen to Podcasts and Music

Watch You Tube and Video

Joiners Active in Social Networks In the initial stages all partners will have to be Joiners

Active in Social Networks

Collectors Make Lists Tag Content Aggregate RSS feeds These guys are important to generate presence and identify our territory to the market

Make Lists

Tag Content

Aggregate RSS feeds

Critics Comment on Blogs Engaging in Discussion Edit Wikipedia Critics are critical for the discourse required to make solid decisions

Comment on Blogs

Engaging in Discussion

Edit Wikipedia

Creators Shoot Video Host Podcasts Share photos Write Blogs Build Software We need Creators to build Social Objects and Capital

Shoot Video

Host Podcasts

Share photos

Write Blogs

Build Software

Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com

Objectives, strategy and technology should marry with the demographic + online behaviors

Objectives, strategy and technology should marry with the demographic + online behaviors

Objectives Goals that couple with our business model and can be measured by who we are listening, talking, invigorating, embracing and supporting

Objective Example? Identify and listen to twenty, 18 to 25 year old Australian males with a social networking presence who have opinions on mobile phones and influence peers on features and providers. Collect 300 size record set outlining x, y, z Spectator, Joiner, Critic What will we do?

Strategy What we are going to do to get a group of online users to participate in self organizing company owned by them… How do we get there?

Technology The last thing to think about!

Who does what?

Who does what?

I provide the community for partners Community Development & Strategy

I provide the community for partners

You provide the technology that bonds community New Mobile Technology Provider

You provide the technology that bonds community

Others elected by our partners fill the important gaps The Talent

Others elected by our partners fill the important gaps

Lets stop here and give it time to digest In the meantime start thinking about the people. Our partners

Lets stop here and give it time to digest

In the meantime start thinking about the people.

Our partners

OK, a quick scenario implementing technology

OK, a quick scenario implementing technology

Strategy Scenero Invite partners to join a group to be involved in an experiment to born a mobile company that they have part ownership and control. How do we get there?

Interested?

Express it

Are my friends In?

Then what? NING to move off Facebook Platform* Talk Shoe to open up verbal discussion* (weekly partner meetings) Voting systems Video for new employee resumes Presentations to the partners from US Chrisbrogan.com ‘s strategy used with the grasshopper crew http://grasshoppers.ning.com/

NING to move off Facebook Platform*

Talk Shoe to open up verbal discussion* (weekly partner meetings)

Voting systems

Video for new employee resumes

Presentations to the partners from US

This company, your company the above strategy will not work without extraordinary people Are you into the greater good? The personal competitive advantage of such individuals will be selflessness

Find Me http://twitter.com/cama http://growing.grassrootnetworks.com

http://twitter.com/cama

http://growing.grassrootnetworks.com