Seeing Relationships

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Seeing Relationships

  1. 1. Seeing Relationships Matt Moore
  2. 2. Cisco: Traditional Business Transactions Only Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/
  3. 3. Cisco: Note high number of knowledge and intangible exchanges – key to ability to partner Digital Capital , Tapscott, Ticoll, Lowy (2000) Future of Knowledge , Allee (2003) http://www.value-networks.com/
  4. 4. http://www.value-networks.com/
  5. 5. http://www.value-networks.com/
  6. 6. Analysis <ul><li>Who is involved? </li></ul><ul><li>What do different roles get (& how does it benefit them)? </li></ul><ul><li>What do different roles give (& how much does it cost them)? </li></ul><ul><li>To what extent are these exchanges tangible or intangible? </li></ul><ul><li>Are any of the above changing? </li></ul>
  7. 7. Applications <ul><li>Strategy: How does visualising stuff help us understand our situation in a new way? </li></ul><ul><li>Communication: How do we get different people to buy into our view of the world? Or tell us theirs in a mutually intelligible way? </li></ul><ul><li>Measurement: Does this help us to work out what to measure (tangible or not)? </li></ul>
  8. 8. Marketing – 20 th Century Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention
  9. 9. Marketing - Now Audience Demographics Reliability / Trustworthiness Publisher/Broadcaster Corporate Audience Ad Messages Ratings Money Content + Ad Messages Money (sometimes) Money Product Attention Employees Other Consumers
  10. 10. What Does This Map Look Like For You?
  11. 11. Implications <ul><li>Your brand is the totality of exchanges within a value network. </li></ul><ul><li>You only own your role in the network... </li></ul><ul><li>...but you can influence others. </li></ul><ul><li>This network is dynamic. </li></ul>

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