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greenMan marketing leighhimel.blogspot.com All rights reserved yada yada part I
The introduction of any new medium has always had a profound  effect  on the way we  communicate
“ Allow  events to  change  you” - Bruce Mau  "Incomplete Manifesto for Growth"
To strategize and plan within the digitally empowered world, we need to start with the underlying  dynamics
That’s where mother nature comes in
To understand  digital , and the new ecology of networks, you have to first get  ecosystems
Because  networks are  ecosystems
Ecosystem: a system  formed by the interaction  of a community  of organisms  with their  environment* *dictionary.com
Ecosystems have 5 key characteristics
1.  Ecosystems are the consequences of relationships
2.  Ecosystems are open to energy and material flow
3.  Ecosystems have no boundaries
4.  In an ecosystem, everything is linked to everything else
5.  Ecosystems are intractable  (not easily manipulated or managed)
Ecosystems are  complex systems
Where relationships are not prescribed but rather ‘emerge’
Relationships in ecosystems: Implicit& Inferred Cumulative vs. Individual Close  &  Weak ties
Ecosystems are  self-organizing
Self organizing behaviour increases the complexity of the system over time  without  being guided or  managed  by an outsi...
“ The opposite of an imposed structure is  not chaos …the opposite of an imposed structure is an  emergent structure , one...
How does this mesh with  traditional  business  thinking ?
It doesn’t ;)
“ Ecosystem are not only more complex than we think, ecosystems are more complex than we  can  think” - FB Golley, 1993
Lessons From:   Environmental Theory & Management
Environmentalists used to manage the environment the same way that many businesses manage their customers, employees and b...
Early approaches to environmental management Clear cut forest in Algonquin Park
Knowledge as a tool for domination Model of masters and servants Top-down system of control Belief that internal borders m...
Early approaches to digital environmental management America Online Closed Community
Later approaches to environmental management Cane toad introduction in Australia
We are outside of the ecosystem Model of parent and child Belief the system can be engineered Belief that changes can be p...
Later approaches to digital environmental management Microsoft’s What We Think is Best For You Approach
A new school of thought has emerged with its roots based in the philosophy of  ecosystem  thinking
‘ The Ecosystem Approach’
The ecosystem approach believes that we are not outside of the system we are  part   of it
That ecosystems cannot be controlled or managed
That healthy ecosystems are open
And that ecosystems are alive, organic and constantly evolving
Finally, the ecosystem approach understands that as the system changes, so do we
The Ecosystems Approach Google’s open and distributed approach  James Lovelock’s Gaia Theory
How will this  effect  how we do  business  day today ? I’ll discuss that in Part II coming soon….but for now…
Remember to think  networks, ecosystems
From  old  world  hierarchies
To a  new  world order -  self-organizing  and  emergent
Until then :) leighhimel.blogspot.com
sources <ul><li>ESF Scientific Programme (Jan 2000) “Linking Community and Ecosystem Ecology (LINKECOL) </li></ul><ul><li>...
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Ecosystem Marketing

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An ecosystem approach to digital networks

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Transcript of "Ecosystem Marketing"

  1. 1. greenMan marketing leighhimel.blogspot.com All rights reserved yada yada part I
  2. 2. The introduction of any new medium has always had a profound effect on the way we communicate
  3. 3. “ Allow events to change you” - Bruce Mau &quot;Incomplete Manifesto for Growth&quot;
  4. 4. To strategize and plan within the digitally empowered world, we need to start with the underlying dynamics
  5. 5. That’s where mother nature comes in
  6. 6. To understand digital , and the new ecology of networks, you have to first get ecosystems
  7. 7. Because networks are ecosystems
  8. 8. Ecosystem: a system formed by the interaction of a community of organisms with their environment* *dictionary.com
  9. 9. Ecosystems have 5 key characteristics
  10. 10. 1. Ecosystems are the consequences of relationships
  11. 11. 2. Ecosystems are open to energy and material flow
  12. 12. 3. Ecosystems have no boundaries
  13. 13. 4. In an ecosystem, everything is linked to everything else
  14. 14. 5. Ecosystems are intractable (not easily manipulated or managed)
  15. 15. Ecosystems are complex systems
  16. 16. Where relationships are not prescribed but rather ‘emerge’
  17. 17. Relationships in ecosystems: Implicit& Inferred Cumulative vs. Individual Close & Weak ties
  18. 18. Ecosystems are self-organizing
  19. 19. Self organizing behaviour increases the complexity of the system over time without being guided or managed by an outside source…….and the system starts to display emergent properties that you couldn’t have predicted before you started
  20. 20. “ The opposite of an imposed structure is not chaos …the opposite of an imposed structure is an emergent structure , one that forms over time based on the interactions of a lot of people” Andrew Mcafee, HBS
  21. 21. How does this mesh with traditional business thinking ?
  22. 22. It doesn’t ;)
  23. 23. “ Ecosystem are not only more complex than we think, ecosystems are more complex than we can think” - FB Golley, 1993
  24. 24. Lessons From: Environmental Theory & Management
  25. 25. Environmentalists used to manage the environment the same way that many businesses manage their customers, employees and brands today
  26. 26. Early approaches to environmental management Clear cut forest in Algonquin Park
  27. 27. Knowledge as a tool for domination Model of masters and servants Top-down system of control Belief that internal borders matter Belief that ecosystems are static ‘ Command & Control’
  28. 28. Early approaches to digital environmental management America Online Closed Community
  29. 29. Later approaches to environmental management Cane toad introduction in Australia
  30. 30. We are outside of the ecosystem Model of parent and child Belief the system can be engineered Belief that changes can be predetermined and have desirous effects Belief that ecosystems are linear ‘ Resource Management’
  31. 31. Later approaches to digital environmental management Microsoft’s What We Think is Best For You Approach
  32. 32. A new school of thought has emerged with its roots based in the philosophy of ecosystem thinking
  33. 33. ‘ The Ecosystem Approach’
  34. 34. The ecosystem approach believes that we are not outside of the system we are part of it
  35. 35. That ecosystems cannot be controlled or managed
  36. 36. That healthy ecosystems are open
  37. 37. And that ecosystems are alive, organic and constantly evolving
  38. 38. Finally, the ecosystem approach understands that as the system changes, so do we
  39. 39. The Ecosystems Approach Google’s open and distributed approach James Lovelock’s Gaia Theory
  40. 40. How will this effect how we do business day today ? I’ll discuss that in Part II coming soon….but for now…
  41. 41. Remember to think networks, ecosystems
  42. 42. From old world hierarchies
  43. 43. To a new world order - self-organizing and emergent
  44. 44. Until then :) leighhimel.blogspot.com
  45. 45. sources <ul><li>ESF Scientific Programme (Jan 2000) “Linking Community and Ecosystem Ecology (LINKECOL) </li></ul><ul><li>Hollick, Malcolm (1993) “Self-organizing systems and environmental management” Centre for water research, University of Western Australia </li></ul><ul><li>Katsoupas, Vassilios (1992) “Mobilizations to Safe the Kalamas River” Masters Thesis </li></ul><ul><li>Korn, Stadler, Maltby & Kerr (Eds) “Report of the scientific workshop on “The ecosystem approach - what does it mean for European ecosystems?” </li></ul><ul><li>Laffoley, D.d'A., Maltby, E., Vincent, M.A., Mee, L., Dunn, E., Gilliland, P., Hamer, J.P, Mortimer, D., and Pound, D. 2004. The Ecosystem Approach. Coherent actions for marine and coastal environments. A report to the UK Government. Peterborough, English Nature. 65pp. </li></ul><ul><li>Lovelock, James (1982) The Gaia Theory:A New Look Of Life On Earth </li></ul><ul><li>Leibow, Edward (March 2007) “Environmental Management and Development” Geographical Research 45(1): 105-115 </li></ul><ul><li>Wylynko, Bradley D. “Beyond Command and Control: Regulating in an Era of Uncertainty” </li></ul><ul><li>Photo Credits* </li></ul><ul><li>P. www . krazydad.com/gustavog/poster/finder.html </li></ul><ul><li>P. aol.bfxmedia.com/aol_disk11.jpg </li></ul><ul><li>P “Vines” by imbadatthis www.flickr.com/photos/8524543@N06/ </li></ul><ul><li>P “Rain Forest” by januszbc I ww.flickr.com/photos/januszbc/ </li></ul><ul><li>P “footprints in snow” by bram app www.flickr.com/photos/bramapp </li></ul><ul><li>P “chaotic star” by accrama www.flickr.com/photos/mariodeleo/ </li></ul><ul><li>P “wide open sky” by duluthquims www.flickr.com/photos/duluthquism/ </li></ul><ul><li>P “breath of fresh air” by aflodan www.flickr.com/photos/asbjorn_floden/ </li></ul><ul><li>P”earth day every day by montana raven www.flickr.com/photos/montanaraven/ </li></ul><ul><li>*Some photo credits were lost so if you see a photo and recognize it please email me and I”ll update the presentation with it </li></ul>

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