Social Media for Communicators (Web2.0) - IABC


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I was invited by the International Association of Bussiness Communicators to talk about how social media (Web2.0) is changing their landscape

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Social Media for Communicators (Web2.0) - IABC

  1. 1. implications of Web2.0 for communicators Alexander Osterwalder, PhD [email_address] Geneva, 15. Mai 2007
  2. 2. what are your worst professional fears as a communicator regarding the Web(2.0)?
  3. 3. what are your hopes as a communicator regarding the Web (2.0) ?
  4. 4. what does the web2.0 world look like today?
  5. 5. When people talk, listen completely. Most people never listen Ernest Hemingway (1899 – 1961)
  6. 6. the cost of creation and distribution has collapsed 1
  7. 7. “ near professional” technology costs nothing
  8. 8. content manipulation is becoming ever simpler and accessible
  9. 9. distribution is essentially free
  10. 10. plentiful, cheap, but of low nutritional value…
  11. 11. … but some stand out!
  12. 12. passionate people are creative +/-
  13. 13. much more creative resources to come
  14. 14. we live in an era of participation 2
  15. 16. blogs have democratized publishing
  16. 17. RSS & aggregators
  17. 19. (peer-) rated content enforces meritocracy
  18. 21. when it’s made easy people care
  19. 22. power law of participation (Ross Mayfield)
  20. 23. a lot of what matters to your business happens outside your control… 3
  21. 24. … and it happens faster and faster
  22. 25. [source: Fortune, 2005]
  23. 26. employee bloggers
  24. 27. <ul><li>video interviews with opinion leaders and industry innovators </li></ul><ul><li>out-of-the-box thinking </li></ul><ul><li>community creation (rss) </li></ul><ul><li>aggregation of industry reports </li></ul><ul><li>content syndication </li></ul><ul><li>private banking library </li></ul>EXAMPLE
  25. 28. customers increasingly share their experiences online
  26. 29. 526 comments !!! to Jeff Jarvis’ post about his Dell machines
  27. 30. what are customers saying about your company?
  28. 31. co-creating value leverages resources 4
  29. 33. Goldcorp crowd-sourcing
  30. 34. IBM innovation jam
  31. 35. from copyright to creative commons
  32. 36. multi-media content syndication
  33. 37. collective intelligence is often superior to expert knowledge 5
  34. 38. wikis vs.
  35. 39. from taxonomy to folksonomy by tagging
  36. 40. prime time is dead 6
  37. 41. one size fits no one
  38. 42. niche communities are blossoming
  39. 43. from bloated head to the long tail
  40. 44. people carefully cultivate their online existence 7
  41. 45. creating identity online:
  42. 46. exhibitionism
  43. 47. me, myself and I…
  44. 48. networks rule 1 + 1 = 3 8
  45. 49. online social networking leverages your impact connectors / mavens / salesmen
  46. 50. plug & play: connecting applications in mash-ups
  47. 51. markets are conversations 9
  48. 52. from anonymous organizations to…
  49. 53. … conversations & relationships
  50. 54. Irving Wladawsky-Berger, IBM, VP Technical Strategy and Innovation
  51. 55. “ in-world” interviews in an auditorium…
  52. 56. key take-away… <ul><li>Web2.0 is all about web-based bottom-up social media… </li></ul><ul><li>… that make your stakeholders gain power… </li></ul><ul><li>… so learn to lose control… </li></ul><ul><li>… and embrace and leverage the “outside world”… </li></ul><ul><li>… by integrating stakeholders, … </li></ul><ul><li>… tapping into collective intelligence… </li></ul><ul><li>… and taking people seriously </li></ul>
  53. 57. Web2.0 business readiness self assessment canvas we don’t care we excel at this we’ve started I H G F E D C B A 5 + 4 3 2 1 - we relate to our customers on a personal level we leverage our networks we know the online identities our customers cultivate and understand them we know the online communities related to our brand and listen to them we tap into internal/external collective intelligence to leverage our resources we integrate people outside our company to co-create business value we know the online areas outside of our control that (could) impact our brand we help customers actively participate in creating our brand we know where our customer post home made ad-hoc content about us
  54. 59. Alexander Osterwalder, PhD [email_address]
  55. 60. When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization. we build knowledge Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values. we manage change Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts. we connect Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects. we operationalize Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together we co-create
  56. 61. Thank you <ul><li>Andreas Reinhold </li></ul><ul><li>Jimmy Smith </li></ul><ul><li>Rafael López Diez </li></ul><ul><li>Uwe Klockmann </li></ul><ul><li>Diana Castillo </li></ul><ul><li>Uwe Klockmann </li></ul><ul><li>Ricardo Junqueira </li></ul><ul><li>Anita Bezanson </li></ul><ul><li>Ross Mayfield </li></ul><ul><li>Sam Teigen </li></ul><ul><li>Jason de Fillippo </li></ul><ul><li>Guy Mason </li></ul><ul><li>Barbara </li></ul><ul><li>grintz </li></ul><ul><li>99zeros </li></ul><ul><li>Galdo Trouchky </li></ul><ul><li>Adeghord Malthus </li></ul><ul><li>slworking2 </li></ul><ul><li>Kosmar </li></ul>
  57. 62. <ul><li>Meet Charlie </li></ul><ul><li>Approaches of Companies in Germany to the Social Web </li></ul><ul><li>Corporate Excellence through Social Media </li></ul>useful Web2.0 presentations