Doing Better with Less
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Doing Better with Less

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An alternative perspective on the implications of social networks to business and society

An alternative perspective on the implications of social networks to business and society

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Doing Better with Less Doing Better with Less Presentation Transcript

  • Doing better with less
    • Why is the social networks phenomenon relevant to business?
    London, 22 nd October 2003
  • Agenda
    • Context, purpose, objectives
    • Why is the social networks phenomenon relevant to business?
    • What does this mean for you?
    • Discussion, Q&A
  • The law firm group
    • History
    • Recently worked on
        • Metrotwin – social utility
          • British Airways
          • Recommendation engine
        • Carphone Warehouse
          • Social, eCommerce strategy
    • Working on
        • User generated viral video
          • Food brand
        • Web syndication engine
          • Transactions in the ‘long tail’
          • Insurance industry
  • The Big Picture – Arrival of the Network Economy
  • The Big Picture – Hierarchy to Network
    • Open Source
        • Slime mould, Swarms & Emergent behaviour
        • Peer production proven to outperform conventional command & control organisation
        • SourceForge: 180k projects, 1.9m users
        • Yochai Benkler – Linux and the nature of the firm
    • Open Source Census
        • Europe shows the highest usage with the United States lagging behind
        • US Law: Open Source mandated for IT healthcare systems
        • The rise of Ubuntu (& the fall of Microsoft?)
  • The Big Picture – Social software changes behaviour
    • The Social Software Revolution
        • 300m+ individuals in social networks and online communities (internet users just passed 1bn mark)
        • YouTube grew from 1 to 100 million users in 18 months; Google took 72 months
        • At December 2007, there were 50m virtual world users, led by Second Life with 11m
        • Facebook
          • More than 150 million active users
          • More than 800 million photos uploaded to the site each month
          • More than 20 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each month
          • More than 20 million active user groups exist on the site
  • The Big Picture – Markets are conversations
    • The year of Twitter
        • 2000 new users per day
        • Approaching 5m users
        • Celebrity take up
          • Stephen Fry
          • Jonathan Ross
          • Comedians
          • Obama has the highest number of followers on Twitter
        • Serious business use
          • News gathering
          • Market intelligence
          • Product announcements
            • Dell, Ford, Kodak, Samsung, Starbucks
        • New ways of story telling
          • Japan
    • The year of monetizing data
        • ‘ Sentiment engines’
  • So what?
  • So what? Classes of Business Benefit Intangible Tangible Source of contribution Customer Loyalty & Brand Awareness Direct Revenue Lower Operational Expense Comment Customer/Member profile √   √ Customer intelligence & extending market reach at low cost Advocacy/pass through revenue √ √ √ Sales channel for complimentary products/services Group Discounts √ √   Special offers to subscribers Affiliation √ √   Viral sales Member-Member commerce √ √   Packaging brand products to serve customer's own network Offline events √ √   Forms deeper relationships Competitive research √ √ √ Access to opinions using polls/surveys Product development & feedback √ √ √ Lower service development costs Peer-to-peer self-help √ √ √ Reduces contact centre traffic Membership √ √ √ Friends invitations. Member get member
  • How?
    • The implications of the end user supplying itself are far reaching
    • Small pieces loosely joined
    • Simple, lightweight tools (‘doing better with less’)
          • Mashups, widgets
          • Web 1.0 vs Web 2.0
            • 1.0 Centralised. People come to you (pull)
            • 2.0 De-centralised. Go to where people are (push)
          • Imaginative use of ‘ Cloud Web services’
    • Smarter organisation
        • Re-use of excess capacity
        • ‘ Bioteams’
          • Swarm behaviour
        • From Intranets to social networks
  • Network statistics
    • “ People have figured out they get far better information and support from one another than the companies that are supposed to serve them”.
  • Discovery of unmet needs
  • Discuss, Q&A
    • L’Oreal – Write a priceless ad
    • McDonald’s Global Casting
    • Nokia – Share your idea
    • Muji
    • “ make and send us an object for a place in your home we don’t have a product for”