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implications of Web2.0 for communicators   Alexander Osterwalder, PhD [email_address] Geneva, 15. Mai 2007
what are your worst professional fears as a communicator regarding the Web(2.0)?
what are your hopes as a communicator regarding the Web (2.0) ?
what does the web2.0 world look like today?
When people talk, listen completely. Most people never listen Ernest Hemingway (1899 – 1961)
the cost of creation and distribution has collapsed 1
“ near professional” technology costs nothing
content manipulation is becoming ever simpler and accessible
distribution is essentially free
plentiful, cheap, but of low nutritional value…
… but some stand out!
passionate people are creative +/-
much more creative resources to come
we live in an era of participation 2
 
blogs have democratized publishing
RSS & aggregators
 
(peer-) rated content enforces meritocracy
 
when it’s made easy people care
power law of participation (Ross Mayfield)
a lot of what matters to your business happens outside your control… 3
…  and it happens faster and faster
[source: Fortune, 2005]
employee bloggers
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EXAMPLE
customers increasingly share their experiences online
526 comments !!! to Jeff Jarvis’ post about his Dell machines
what are customers saying about your company?
co-creating value leverages resources 4
 
Goldcorp crowd-sourcing
IBM innovation jam
from copyright to creative commons
multi-media content syndication
collective intelligence is often superior to expert knowledge 5
wikis vs.
from taxonomy to folksonomy by tagging
prime time is dead 6
one size fits no one
niche communities are blossoming
from bloated head to the long tail
people carefully cultivate their online existence 7
creating identity online: myspace.com
exhibitionism
me, myself and I…
networks rule 1 + 1 = 3 8
online social networking leverages your impact connectors / mavens / salesmen
plug & play: connecting applications in mash-ups
markets are conversations 9
from anonymous organizations to…
…  conversations & relationships
Irving Wladawsky-Berger, IBM,  VP Technical Strategy and Innovation
“ in-world” interviews in an auditorium…
key take-away… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
 
Alexander Osterwalder, PhD [email_address] www.arvetica.com
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
Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],useful Web2.0 presentations

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