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New business organisational structures
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New business organisational structures
, Digital Programme Manager
Royal Shakespeare Company
Mar 23, 2012
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Transcript of "New business organisational structures"
1. TOWARDS CONTEMPORARYARCHITECTEDINTERACTIVE, SOCIAL BUSINESSWhat do we have to do internally?“EMERGENT ARCHITECTURE, COOPERATIVE IT, CONTINUOUS ITERATIVE DEVELOPMENT , CROWDSAND ‘ASTROTURFING’ NOT ‘TOP DOWN’ APPROACHES.What do we have to do externally?“LISTENING TO CONSUMERS IN DIFFERENT WAYS, LEARNING WHAT THEY LIKE, ENTERING INTO AVALUE EXCHANGE WITH THEM, ENCOURAGING THEM TO TALK© @dickyadams 2012 1
Change in the comms model forcing symbiotic change in IT and business OLD MODEL NEW MODEL: Top down ”broadcasting” approach” bottom up networked approach… In a post digital world where all media is now “digital”, experience, networking and big, smart data are king© @dickyadams 2012 2
11, 000 People are exposed to thousands of messages per day 3 They remember very few.© @dickyadams 2012
It ’s happening faster and faster… http://www.personalizemedia.com/the-count/© @dickyadams 2012 4
We are now at the tipping point…© @dickyadams 2012 5
"The EXPECTATION ECONOMY is an economy inhabited by experienced, well- informed consumers from Canada to South Korea who have a long list of high expectations that they apply to each and every good, service and experience on offer. Their expectations are based on years of self-training in hyper consumption, and on the biblical flood of new-style, readily available information sources, curators and BS filters. Which all help them track down and expect not just basic standards of quality, but the best of the best.“ • http://www.trendwatching.com/trends/expectationeconomy.htm© @dickyadams 2012
What platforms/tech do we Key drivers use to best engage the audience? How does eCRM become more participative? How do we enable buzz? How do we make it easy to share content both on site and on social Tech is easy and internet? Participation available How do we best enable Tech just has to work! End presence and availability? of! It has to work to the point of being invisible. Personalisation, smartness and NPD – heavy duty IT and big data How useful is what we present? Is the tech the wrong tech? How do we enable How do we build platforms curation and manage and support gameification content – ppl expect to of the interaction layer to be able to curate and encourage active to access curated participation. material© @dickyadams 2012 7
© @dickyadams 2012 21st century business – holistic, always-on, real-time, iterative, collaborative, seamless 8 experience
We need to support new approaches to customer data We need to understand customers’ connections better than we do. Cookies are no longer allowed for behavioural tracking without express permission – this will lead to big drop off in use. How do we mine and use the FB social graph? How do we mine data about values and real behaviour, interlinking and engagement that give us real insight? How do we build our own social graph? The Dunbar number states that the maximum number of people in a group that allows them to know everyone is around 150 – we should be thinking in terms of cohorts of 150 linked customers. Daily Usage The social graph describes the relationships between Weekly Usage individuals online, as opposed to the concept of a Monthly Usage social network, which describes relationships in Rare usage the real world. the challenge is how to map this and meaningfully use it. Reads Foru ms Foru Comments/ Tags ms Edits/ Organises 9 Advocate/ Partner© @dickyadams 2012 http://budesigns.com/images/SocialGraph3.gif
We’ve talked about this for a long time and it’s finally happening…. "The [broadcasting system] must be changed from a distribution system into a communication apparatus. The broadcasting system would be the most wonderful communication apparatus imaginable in public life, a fantastic channel system, that is, if it understood not only to transmit but also to receive, in other words, to make the listener not only hear but also speak, and not to isolate him but to involve him in a relationship.” Berthold Brecht 1926© @dickyadams 2012 10
Things to think about (1) 1 2 3 Architecture principles for Personal tech BYO IT – cloud, thin Architecture principles for Big Data emergent, distributed, continuous clients etc. and iterative IT. 4 5 6 Understand how big data will Always-on/real time working True agility in dev, test and NPD impact NPD. practices How to handle customer co- creation of products.© @dickyadams 2012 11
Things to think about (2) Ask these questions every time we are asked to do something. Is it useful? Is it interactive? Is it social? Does it tell us more about our customers and their behaviours? Is it something we ourselves would like to use? Is the tech/interface/experience invisible?© @dickyadams 2012 12
User centred Data driven insight Knowledge driven© @dickyadams 2012 13