Innovation und Technologie

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  • Regarding YouTube: At the time, this presentation will be over (45min), another almost 600 minutes (10hrs) of video have just been uploaded and published.
  • Authority: Traditionalists accept and trust, … Gen X openly questionend thus othen cited as cynics or skeptics – Millennials are ok provided it earns respect Content: BabyBoomers concerned about content in relevance to the end result and their “own reward” – Millennials view it under the premise: It find it when I need it because it is online Trait: Traditionalists are loyal, Baby Boomers value competition, Gen X is “self-reliant”… Millennials revolve around immediacy and the gen2020 is about hyper-connectedness
  • Authority: Traditionalists accept and trust, … Gen X openly questionend thus othen cited as cynics or skeptics – Millennials are ok provided it earns respect Content: BabyBoomers concerned about content in relevance to the end result and their “own reward” – Millennials view it under the premise: It find it when I need it because it is online Trait: Traditionalists are loyal, Baby Boomers value competition, Gen X is “self-reliant”… Millennials revolve around immediacy and the gen2020 is about hyper-connectedness
  • Authority: Traditionalists accept and trust, … Gen X openly questionend thus othen cited as cynics or skeptics – Millennials are ok provided it earns respect Content: BabyBoomers concerned about content in relevance to the end result and their “own reward” – Millennials view it under the premise: It find it when I need it because it is online Trait: Traditionalists are loyal, Baby Boomers value competition, Gen X is “self-reliant”… Millennials revolve around immediacy and the gen2020 is about hyper-connectedness
  • Aug 15, 2011 ~ 10 Million hits on Google for Facebook Addiction Disorder ~ 90 Thousand hits on Google for Pathologic Media Usage Disorder (mostly IAD)
  • Regarding YouTube: At the time, this presentation will be over (45min), another almost 600 minutes (10hrs) of video have just been uploaded and published.
  • Regarding YouTube: At the time, this presentation will be over (45min), another almost 600 minutes (10hrs) of video have just been uploaded and published.
  • Mobile
  • Authority: Traditionalists accept and trust, … Gen X openly questionend thus othen cited as cynics or skeptics – Millennials are ok provided it earns respect Content: BabyBoomers concerned about content in relevance to the end result and their “own reward” – Millennials view it under the premise: It find it when I need it because it is online Trait: Traditionalists are loyal, Baby Boomers value competition, Gen X is “self-reliant”… Millennials revolve around immediacy and the gen2020 is about hyper-connectedness
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Identify: Define what success looks like for the various parts of the business (business use objectives) Identify transactional / value chain situations where application of social media is assumed to make a change – the business process view Identify „social“ dimensions (barriers etc.) in collaboration which prevent leveraging the full potential – community and individuals view Measure: Establish a system of indicators to track and measure usage of social media tools Establish a system of interaction with groups of people to identify how social media is helping them doing the job Support: Provide tools training Work seriously and top-down on changing the culture Work on inclusive leadership thinking and behaviour
  • Innovation und Technologie

    1. 1. swiss social media forum innovation and technology thomas a. bryner | executive social business and collaboration consultant | IBM Corporation thomas.bryner@ch.ibm.com | Tue, Sept 6, 2011mab_plc | flickr © 2011 IBM Corporation | Thomas A. Bryner | 1
    2. 2. www.benm.at © 2011 IBM Corporation | Thomas A. Bryner | 2
    3. 3. 96% of the Millennials in Germany are active on a social network.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 3
    4. 4. 25% of the global search results for the most important brands link to user content.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 4
    5. 5. 80% of managers dealing with Social Media think they have just basic knowledge.Social Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 5
    6. 6. FAD? Facebook Addiction Disorderorigami_potato | flickr © 2011 IBM Corporation | Thomas A. Bryner | 6
    7. 7. delivery and access trends operations hybrid-cloud provisioning rental usage mobile © 2011 IBM Corporation | Thomas A. Bryner | 7
    8. 8. markets are conversationsDocman | flickr / see also: Cluetrain Manifest © 2011 IBM Corporation | Thomas A. Bryner | 8
    9. 9. I C O N I CT U R N © 2011 IBM Corporation | Thomas A. Bryner | 9
    10. 10. society, behavior,and technology – trendshit mainstream curation relevance crowd-sourcing silver surferssocial explosion extreme urbanization „friending“ pro-sumer anonymity emotional experience next-besting inbound streamchannels augmented reality xing apps  html5? google+ twitter browser qr codes facebook hyper digitization ria linkedin other 3d-printing digital shadow mobile data growth real-timegeotargeting © 2011 IBM Corporation | Thomas A. Bryner | 10
    11. 11. paradigm change One – to – One One – to – Many Many – to – Many © 2011 IBM Corporation | Thomas A. Bryner | 11
    12. 12. trust People trust people when taking decisions. Blogs and Facebook are trusted almost the same. Twitter is three times less trusted... Traditional marketing has the same trust level like e.g. Twitter. © 2011 IBM Corporation | Thomas A. Bryner | 12
    13. 13. business goals Reputation Marketing Recruiting Customer Relation / Retainment Knowledge Capturing & Sharing Product Ideation & Innovation Viral Marketing Search Engines Optimization Crisis Management & Communications Crowd Sourcing Word of Mouth (World of Mouth) ... © 2011 IBM Corporation | Thomas A. Bryner | 13
    14. 14. channels Facebook Twitter Subject Matter Forums & Blogs – e.g. Influencer – e.g. Brand Advocates Media Sharing Sites Business (Social) Networks Consumer Portals / Rating Portals Q & A Portals ... © 2011 IBM Corporation | Thomas A. Bryner | 14
    15. 15. problem © 2011 IBM Corporation | Thomas A. Bryner | 15jimhartland | flickr
    16. 16. practice Establish (Social) Marketing Strategy Research influencers and their channels Content and Value is Key Define Your „Home Media Platform“ Define Channels to work and create traffic to Your Home Media Platform Prepare Channel-specific Information Supporting Your Activity Goals Generate Interest, Fun, Emotion! Open & Honest Timely Good... but not Glossy! © 2011 IBM Corporation | Thomas A. Bryner | 16
    17. 17. practice Example: Strategic Targets Measures KPIs Ratios Brand Support Activate conversations Volume of a topic against Listings of my brand all conversations against total brand or listings Brand Presence Foster Brand Evangelists Active brand evangelists Active brand evangelists per period (30 Days) / Total number of brand enangelists Customer Satisfaction Improve customer Number of solved Solved customer service customer incidents incidents / Total number of requests Innovation leadership Foster Innovation Tonality per period Positive : Neutral : Negative – Brand Listings / All brand listingsEstablished & managed e.g. thru Balanced Scorecard and Strategy MapsSocial Media Marketing, Heymann-Reder © 2011 IBM Corporation | Thomas A. Bryner | 17
    18. 18. whyrepurposing? linkjuice...! © 2011 IBM Corporation | Thomas A. Bryner | 18
    19. 19. opinion spam © 2011 IBM Corporation | Thomas A. Bryner | 19
    20. 20. tools social business social crm IBM Connections enterprise analytics mktg mgmt IBM Connections UNICA – an IBM Company UNICA – an IBM Company Coremetrics – an IBM Company SPSS – an IBM Company © 2011 IBM Corporation | Thomas A. Bryner | 20
    21. 21. next technologiesIBM Research | flickr © 2011 IBM Corporation | Thomas A. Bryner | 21
    22. 22. Thomas A. BrynerExecutive Social Business & Collaboration Consultant IBM World-wide Collaboration Tiger Team thomas.bryner@ch.ibm.com thank you. © 2011 IBM Corporation | Thomas A. Bryner | 22

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