Seeing Relationships

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    Seeing Relationships - Presentation Transcript

    1. Seeing Relationships Matt Moore
    2. Cisco: Traditional Business Transactions Only Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/
    3. Cisco: Note high number of knowledge and intangible exchanges – key to ability to partner Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/
    4. http://www.value-networks.com/
    5. http://www.value-networks.com/
    6. Analysis
      • Who is involved?
      • What do different roles get (& how does it benefit them)?
      • What do different roles give (& how much does it cost them)?
      • To what extent are these exchanges tangible or intangible?
      • Are any of the above changing?
    7. Applications
      • Strategy: How does visualising stuff help us understand our situation in a new way?
      • Communication: How do we get different people to buy into our view of the world? Or tell us theirs in a mutually intelligible way?
      • Measurement: Does this help us to work out what to measure (tangible or not)?
    8. Marketing – 20 th Century Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention
    9. Marketing - Now Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention Employees Other Consumers
    10. What Does This Map Look Like For You?
    11. Implications
      • Your brand is the totality of exchanges within a value network.
      • You only own your role in the network...
      • ...but you can influence others.
      • This network is dynamic.

    + Matt MooreMatt Moore, 2 years ago

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