Exploring You


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This was the deck I put together for 'Open & Exchange London' on - Customer/Consumer Behaviour & Your Social Business'.

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Exploring You

  1. 1. 1 © 2013 IBM Corporation … Consumer behaviour will increasingly drive companies (Outside In) and not the traditional approach of companies working from the ‘inside out’, with customer and consumer behaviour a secondary consideration. You can’t change consumer behaviour – but you can work with it, understand it, leverage it and positively address your bottom line
  2. 2. © 2013 IBM Corporation Exploring you Open & Exchange London Guy Stephens, IBM, 28.08.13
  3. 3. 3 © 2013 IBM Corporation "A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies” “There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone” “The new Web is...a shared canvas where every splash of paint contributed by one user provides a richer tapestry for the next user to modify or build on” “We are increasingly becoming one another’s infrastructure” “When we change the way we communicate, we change society” 1999 2006 2010 2011 ‘What happens when we treat customers as part of the company?’ “Born cloud, raised mobile, growing up social” 2011 JPRangaswami LyleFong “The goal of any adaptive business is to sense empathy along with the opportunities for real- time and right-time engagement” 2011 BrianSolis “The social network will be the new production line in a company” 2012 GinniRometty DonTapscott ClayShirky The changing landscape
  4. 4. © 2013 IBM Corporation The Law of Requisite Variety WR Ashby, An Introduction to Cybernetics (1956)
  5. 5. © 2013 IBM Corporation 1. Innovative & contextual methods 2. Self-selection of tools 3. Willing co-operation 4. Duty of being transparent 5. Sharing our knowledge Principles of Networked Unmanagement Harold Jarchehttp://www.jarche.com/2012/10/principles-of-networked-unmanagement/ http://www.jarche.com/2013/08/dismantling-hierarchies/
  6. 6. © 2013 IBM Corporation Customer service is the new black Customer service is the new marketing Disruption is the constant Transparent, authentic, open, empower don’t be/come a cliché: learn to discern
  7. 7. © 2013 IBM Corporation Sharing is a currency: Learn the value of sharing What do I share? How do I share? When do I share? Where do I share? What do I want you to share with me? When do I want you to share with me? Do I want you to share with me? What do you want me to share with you? Sharing with friends Sharing with colleagues Sharing with anyone Does anyone want to share with me? Does anyone want me to share with them? Does anyone care? Do I care? Can I be bothered?
  8. 8. © 2013 IBM Corporation Design for the moment Understand the medium Don’t over think Start small Do
  9. 9. © 2013 IBM Corporation You are You Learn from others, but find your own way, find your own ‘literacies’ You are not Dell, BT, Zappos, Burberry, JetBlue, ASOS, O2… You are [Insert Your CompanyName here]. It’s your journey, not theirs!
  10. 10. © 2013 IBM Corporation be BOLD @lesanto We’re all explorers…
  11. 11. © 2013 IBM Corporation @guy1067 is a work in progress
  12. 12. © 2013 IBM Corporation “Come to the edge, he said. We are afraid, they said. Come to the edge, he said. They came to the edge, He pushed them…and they flew.” Guillaume Apollinaire, French Poet