Deutscher Online Handelskongress

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Meine Folien zu meiner Keynote auf dem Deutschen Online Handelskongress am 09.05.2012 in Frankfurt.

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Deutscher Online Handelskongress

  1. 1. Future Trends for Local, Mobile & Social Commerce Prof. Tim Bruysten richtwert GmbH | Mediadesign Hochschule Deutscher Online Handelskongress 2012
  2. 2. AgendaA B CBeyond Push & Pull Brands and Networks Customer of the Future
  3. 3. A Beyond Push and Pull
  4. 4. Push `n Pull? Conference Office Family Bowling Customer Friends Social Graphs Shopping-Center
  5. 5. Exampleisraelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk”katrinayellow: “@israelconsulate PM Lieberman? not FM?”israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.”katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would beinteresting :)”israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality wouldbe way too complicated”gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keepit, will you.”israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our nextmoment of inspiration.
  6. 6. Social Redaktion“Conversation is King, contentis just something to talk about.”—Cory Doctorow
  7. 7. 2 Indizien…
  8. 8. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center
  9. 9. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center Run innovation? Win an election? Save the Euro? Heal Illnesses?
  10. 10. Product Lifecycle„classical Lifecycle“ 100 75 50Absatz 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  11. 11. Product Lifecycle „Web2.0 Lifecycle“ 100Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  12. 12. Product Lifecycle „Web2.0 Lifecycle“ 100Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
  13. 13. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
  14. 14. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
  15. 15. 2 Networks can be created spontaneously
  16. 16. 2 Networks can be created spontaneously …to connect those who share a necessity
  17. 17. 2 Networks can be created spontaneously …to connect those who share a necessityCommonalities Complements Discurses Conflicts
  18. 18. Taxonomy of Situations Commonalities Complements Discurses Conflicts destruktive Destruction Cell Conflict War coordinative Planning Dialog Argument Attack cooperative Prayer Conversation Debate Maneuver collaborative Project Product Change Process co-creative Vision Procreation Society Discovery disruptive Utopy Creation Divorce Dystopy
  19. 19. B Three Levels of Understanding Brands in Networks
  20. 20. 1 The Roles in a Network
  21. 21. 1 The Roles in a Network
  22. 22. 2 Understanding your Brand-Archetype
  23. 23. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller
  24. 24. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller Influence Power
  25. 25. 3 Quality of Networks
  26. 26. 3 Quality of Networks 1 2 3 4 physical network digital assisted network digital network algorithmic network rising complexity
  27. 27. 3 Quality of Networks physical network digital assisted network digital network algorithmic network rising complexity
  28. 28. 3 Quality of Networks natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
  29. 29. 3 Quality of Networks analog formal digital evolutionary disruptive natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
  30. 30. 3 Quality of Networks„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  31. 31. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  32. 32. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan Net Range Index„Genotype“ analog formal digital evolutionary disruptive„Sociotype“ natural artificial aesthetic„Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
  33. 33. C Customer of the Future
  34. 34. Book AudioBook eBookDocuments
  35. 35. Book AudioBook eBook ExperienceDocuments Performances
  36. 36. Book AudioBook eBook ErfahrungenDokumente PerformateDefined through the producer Defined by Society
  37. 37. FamilieEmpfehlungen Freunde80% der Menschen vertrauen KonferenzEmpfehlungen von Freunden. Kunde(nur 14% vertrauen der Werbung)
  38. 38. Familie KegelklubBelohnung (Motivation) Freunde Konferenz Kunde
  39. 39. Evolution of Markets Space Medium Borders Themes Inhabitants User Territory Network Property Awareness http://www.rand.org/pubs/working_papers/WR433.html Spatiale Culture Communication Culture Territorial Laws Educational Strategy
  40. 40. Future Consumer… Conference Office Family Bowling Customer Friends Shopping-Center
  41. 41. You can‘t fight complexityNiklas Luhmann
  42. 42. Contact xing.com/profile/Tim_BruystenProf. Tim Bruysten facebook.com/bruystenwww.bruysten.com de.linkedin.com/in/bruysten twitter.com/timbruystenrichtwert GmbHwww.richtwert.euInformation: http://richtwert.eu/dohk2012/

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