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Crossing Boundaries 4: Your Most Important Stakeholders: Your Customers


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Fourth in our series, Crossing Boundaries: Implications for the Content Industries, for Adobe. Link to the full webinar recording is here:

In the new digital society that we are building, enterprises are identified not only by their products, but also, and perhaps more importantly, by the image that consumers frame of them with their online comments and opinions. A company whose consciousness cannot be raised by its own customers is in peril of losing everything.

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Crossing Boundaries 4: Your Most Important Stakeholders: Your Customers

  1. 1. Crossing Boundaries: Implications for the Content Industries -4h=p://   Ray  Gallon  &  Neus  Lorenzo   h=p://­‐content/uploads/2011/08/ weighing_the_balance1.jpg   Your  Most  Important  Stakeholder:   Your  customers  
  2. 2. Thank  you  for  sharing  your  insights  with  us!   Ray  Gallon  &  Neus  Lorenzo   Communities for Prosperity h=p://­‐management.gif  
  3. 3. Ray  Gallon  &  Neus  Lorenzo   Product Enterprise Stakeholders h=p://­‐boots.jpg?w=300&h=244  
  4. 4. Product Enterprise Stakeholders h=p://­‐content/uploads/2010/0 6/cellPhoneUsers.jpg   h=p://­‐5miibF7HOII/Tu-­‐945Uv4SI/AAAAAAAAAO8/h11VUt1EJG8/ s200/old+person+using+phone.jpg   -­‐mil nokia /The-­‐ 12/04   s/20 ee.gif pload 1/01/ ent/u s/201 -­‐cont ad wp t/uplo .com/ onten gizmo /wp-­‐c .uber .kh /cdn2 h=p:/ s.saba /new h=p:/ l.jpg  
  5. 5. Product in the age of abundance: changing the concept Generalised  consumpAon,   a  21st  c.  democraAc  right.   h=p://­‐ NEW_CARS_ARE_LOADED_ONTO_RAILROAD_CARS_AT_LASHER_AND_I-­‐75_-­‐_NARA_-­‐_549696.jpg   h=p://­‐baltC24-­‐40.jpg/640px-­‐Russo-­‐baltC24-­‐40.jpg  
  6. 6. What do they have in common? •  It’s  not  just  the  product:  maintenance,  updates,   consumables…  
  7. 7. Products in the digital age: dematerialised added value •  •  •  •  •     experience Unique EmoAons   Self-­‐image     maginaAon I xt   ocial  conte S h=p://­‐KD26fU0EGpqQL7   h=p://  
  8. 8. Content Evolution: Services, Events, Customer Personalisation h=p:// formad h=p://­‐gits002.jpg h=p://­‐set-­‐accesorios-­‐el-­‐zorro-­‐nino.jpg   h=p://­‐de-­‐robin-­‐zorro-­‐green-­‐lantern-­‐en-­‐latex-­‐disfraz-­‐_MLA-­‐O-­‐132942961_6546.jpg   .mx/bibliot eca/im h=p://­‐opfI/AAAAAAAACJA/56GOYzT7LDs/capa%20zorro_thumb agen/3 h=p://­‐LGB-­‐Li=le-­‐Golden-­‐Book-­‐Zorro-­‐and-­‐the-­‐Secret-­‐Plan-­‐1958-­‐A-­‐/00/s/ 70x277 %5B3%5D.jpg?imgmax=800   /642/6 MTYwMFgxMzkw/$(KGrHqRHJFME916qNbucBPed!R5BSQ~~60_35.JPG   4
  9. 9. Does  the  Logo  Relate  to  the  Product?... This  brand  sells  sot  products…     to  hard  people.  It’s  about  emoAons,  man!   h=p://­‐content/uploads/2013/08/bull.jpg   h=p://­‐content/uploads/2013/03/redbull_rb4_4.jpg   h=p://­‐content/uploads/2012/11/ryan-­‐dungey-­‐ktm-­‐red-­‐bull-­‐marque-­‐publicit-­‐x-­‐194699.jpg    
  10. 10. The Enterprise: An Interaction-rich Environment _liq /2011/04/logo p://frrl.files.w h= g   h=p://bro       therbang p-­‐conten Inspired:  by  Steven  Johnson:  Where  good  ideas  come  from?   t/upload s/2013/0 3/Google -­‐Office-­‐D g   h=p://  
  11. 11. Inspiration: Where does it come from? Flash Moment or Liquid Network? h=p://­‐acAve-­‐neurone.jpg  
  12. 12. External Point of View: The bird’s-eye lacks detail h=ps://scontent-­‐a-­‐­‐prn2/1450264_709641542386966_1807048068_n.jpg  
  13. 13. Point of View: Up Close, We Can Imagine the Effort and Pain h=ps://scontent-­‐a-­‐­‐frc3/1465354_708420959175691_773815790_n.jpg  
  14. 14. The Gardener Knows the Flower Because He is an Expert in his Field Picture:  Greg  Scullin.  h=p://­‐news.html  
  15. 15. The  bee  knows  the  flower   from  experience  and  need   h=p://­‐beauty  
  16. 16. Involvement Favors Connective Minds •  •  •  •  •  •  •  •  •  Ask  users   Contextualizing   Inquiry   Repurposing   Problem  solving   CreaAvity   Cost  reducAon   Sustainability   …      …   h=p://estaAcos01.cache.el-­‐   h=p://  
  17. 17. What “Customers” Experience and Need 2008  Financial  Crisis     laAons at  if  re  th elieve le  were   57%  b n  peop   ee nomic co betw ,  the  e pear   proved  disap im ld s  wou crisi 80%  o f believ  French  po pu e econo  that  the  c laAon   urren mic  cr t   “crisis isis  is   r  of  va lues”   esult  of  a    
  18. 18. The Call for Values Belonging  and  becoming h=p://­‐content/uploads/2013/10/cu-­‐core-­‐values.gif  
  19. 19. The Call for Values The  use  of  “values”  is  based  on  “respect”  –  which   implies  recognizing  the  singularity  of  the  individual   The  economic  model  of  happiness  has  gone  too  far   Develop  new  ideas  and  ideals  in  a  small  circle   around  themselves,  with  other,  similarly   minded  people   “No  one  may  speak  in  my  name  –  not   poliAcians,  not  companies,  not  adverAsers”   Not  individualist,     it’s  formed  around  communiAes  of  interest     BUT:  Universal  values  are  no  longer  enough    to  create  social  cohesion  
  20. 20. Participatory Culture • Affiliations   • Expressions   •  Collaborations   •  Circulations   -­‐Henry  Jenkins,  Annenberg  School  of  CommunicaAons,  Stanford  University   SOURCE: “Confronting The Challenges Of Participatory Culture,” MIT PRESS, 2009 h=p://­‐0-­‐0C77CBD200000578-­‐134_634x400.jpg   h=p://­‐Rzghhl2czRE/ULhQW3tLgzI/AAAAAAAAAjg/-­‐T1zwwhfJIQ/s1600/Non-­‐Matching-­‐Bridesmaid-­‐Dresses.png  
  21. 21. Context is everything h=p://­‐map.jpg  
  22. 22. How Do We Build Participatory Culture? •  Set  of  values  tailored  to    the  customer  base.     •  Use  the  social  networks  for  individualised     unique  experiences.     –  We  need  the  community  to  resource  all  the  different  possible   ideas  for  meeting  the  variety  of  demands  we  face.   h=p://­‐content/uploads/2013/06/Business-­‐Transparency-­‐is-­‐the-­‐New-­‐ Currency.jpg   •  Interesting  note:  France  is  preparing  to  create  a  new  type  of   social  economy  company  that  will  operate  like  an  association,   but  has  the  right  to  be  capitalised  and  make  limited  profit.  
  23. 23. Organization of Integrated Stakeholder Communities Shared  strategies  and  experiences:   I  have  trouble  doing  this  –  anyone  else?   I’ve  found  a  great  way  to  do  this!   Has  anyone  ever  had  to…?   IntegraAon  of  experiences  back     into  the  product   Requires  a  well  designed  overall  Content  Strategy  
  24. 24. Capturing Value from your Integrated Learning Community •  Use  animators  to  enable  participants   •  Open  structures  that  facilitate  multiple  interactions     (Google+  circles  rather  than  Facebook  “friends”)   •  Use  your  own  judgment,  but  first  listen  carefully  to    other   participants  in  the  community.   •  Foster  and  encourage  creativity.   •  Ask  for  input:     –  Don’t  promise  to  publish   –  Do  promise  to  take  it  seriously   –  Follow  up  on  that  promise.  
  25. 25. Ray  Gallon  &  Neus  Lorenzo   Some Implications of Stakeholder Integrated Learning Communities
  26. 26. Some Implications of Stakeholder Integrated Learning Communities gent  need,   yond  contin ing  goes  be •  Think  example:   for r  others?”      useful  fo    I  do  can  be n  what  I  can –   “What t  o has  an  effec   at  others  do –  “ W h use”  
  27. 27. Some Implications of Stakeholder Integrated Learning Communities Value  from  community  is  captured  and  fed  back  to  system   Ray  Gallon  &  Neus  Lorenzo   ce  to       n dhere  grows a omer   mpany C u st ct  &  co ed  to   t produ ntribu y’ve  co ent.   el  the e m They  f nd  develop a esign   d
  28. 28. Communities for Prosperity From  S ocial  T ransfo to  Tran rmaAo sforma n       Aon  So ciety   Ray  Gallon  &  Neus  Lorenzo   h=p://­‐300x300.png   h=p://­‐camp-­‐2010-­‐wordle1.jpeg  
  29. 29. How Do We Start? Transforming Expectations h=ps://scontent-­‐b-­‐­‐prn2/1451577_596825293700223_800332860_n.jpg  
  30. 30. What is Our Message? Calling for Honesty h=p://­‐catalog-­‐that-­‐believes-­‐reality-­‐can-­‐sell-­‐clothes-­‐be=er-­‐than-­‐photoshop?c=uv1  
  31. 31. Where is the Added Value? The Power of Many – from the ground up h=ps://scontent-­‐b-­‐­‐ash4/1390582_236416453183282_583127513_n.jpg  
  32. 32. Where is the Weak Spot? Privacy   h=p://­‐800wi   h=p://­‐Media-­‐Share-­‐Bu=on-­‐On-­‐Keyboard.jpg   "...the key question is whether citizens will be potent, sovereign and knowing enough to enforce this deeply human want." -David Brin   Privacy  is  only  possible  if  freedom  (including  the  freedom  to  know)  is  protected  first.   The  Transparent  Society  (1998)  by  David  Brin      h=p://  
  33. 33. How Do We Empower Stakeholders? Transparency   “Most  of  the  people, knowing  most  of     what's  going  on,     most  of  the  Ame?”   “…  It  would  only  be  an  extension  of  what  already  gave  us  the    Enlightenment  (freedom  and   individual  protecAon)  except  for  the  fact  that  we  are  now  asking  for  privacy  and  autonomy.”   The  Transparent  Society  (1998)  by  David  Brin    h=p://  
  34. 34. Collaborative Problem Solving   Bedford  Hours,  Add.  MS  18850,  BriAsh  Library,  London  
  35. 35. Plurality  of  views  for  prosperity:   Culture  of  enriched    parAcipaAon  that  includes execuAves,  producers  and  customers.    
  36. 36. Ray Neus Email:   TwiGer:  @RayGallon   LinkedIn:  Ray  Gallon   Google  Plus:  +Ray  Gallon       Blog  –  Rant  of  a  Humanist  Nerd:     h=p://     Email:   TwiGer:  @NewsNeus   LinkedIn:  Neus  Lorenzo     Ray  Gallon  &  Neus  Lorenzo   THANK YOU Next  Webinar:  “The  End  of  the  Job  Ethos:  Blending  professional  and  private  acAvity”   12  December  2013