The document discusses trends in innovation and digital models for 2011, emphasizing the need to focus on execution and embedding social media into business practices. It highlights the importance of connectivity and collaboration within organizations to foster innovation, as well as the changing landscape of content and marketing on the social web. The piece argues that successful companies will leverage networks to enhance creativity and adaptability in a rapidly evolving business environment.

1. Future TrendsInnovation BriefingFebruary 2011http://www.flickr.com/photos/mojodenbowsphotostudio/

2. Please note: Sample presentation only, please download the full presentation from:http://econsultancy.com/reports/future-trends-innovation-briefing

3. neilperkin.typepad.com@neilperkin

4. What I’m going to talk to you about todayNew and interesting digital models, ideasNew processes, techniques and ways of workingIdeas that are not new, but which are being applied in new ways …and are informed by a close understanding of consumer needs

5. Opportunity often sits at the confluence of two or more trendsSocialDataGamingMobileContentUtilityAgile workinghttp://www.flickr.com/photos/8340753@N04/501465437/

6. WHAT IS INNOVATION?http://www.flickr.com/photos/fabiano/

7. …originating ideasINVENTIONINNOVATIONDIFFUSION…commercialisation of ideas…spread, adoption, imitationhttp://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php

8. 2011 will be about putting all the thinking into action“2011 will be somewhat less about talk and more about action. We should know by now what we need to be doing, the challenge is about execution. And that’s about good old fashioned things like people, process and technology.” Ashley Friedleinhttp://www.oneeyeland.com/member/member_home.php?pgrid=3&imgid=270

9. 2011 will be about true innovation: the commercialisation of principles or ideas'arranging the economic requirements for implementing an invention’http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.phphttp://www.flickr.com/photos/thomashawk/

10. But focus on ‘doing’ doesn’t mean we shouldn’t pause to reflect…“The steeper the curve of change, the more we need a little time to digest; work out what's a fad versus what's really interesting.” Mel Exon, BBH Labshttp://www.flickr.com/photos/publicdesigncenter/http://bbh-labs.com/think-while-you-make-make-while-you-think

11. But there is an inherent recognition of the importance of innovationOrganisations not only felt bombarded by change, but that many are struggling to keep up.

12. 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html

13. It will be increasingly important for businesses to focus on ways to unlock innovationhttp://www.flickr.com/photos/62586822@N00/3852562268/

14. INNOVATION IN THE SOCIAL WEBWe will get past the endless babble about social media platforms, and more companies will begin embedding it into practices, strategies and workflows

15. Engagement with ‘social’ will increasingly be more than just comms…Gartner predicts that by 2016, social technologies will be integrated with most business applications bringing social CRM, internal communications and collaboration, and public social site initiatives into a coordinated strategy.http://mashable.com/2010/12/08/dell-social-listening-center/http://www.gartner.com/it/page.jsp?id=1454221

16. Porous Enterprise - Chance favours the connected mindThe Eureka Myth – the myth of the lone-creative genius with a spark of sudden inspirationIdeas take a long time to mature, sometimes laying dormant (in the form of 'partial hunches' or half-ideas) for years. It is the collision of these half-ideas, whether our own or from others, that enables breakthroughs to happen. Rather than being a single thing, ideas are networks, or new configurations.

17. Porous Enterprise - Chance favours the connected mindThe great driver of innovation has been the historic increase in connectivity between us that creates infinite possibilities for ideas to be swappedAgile enterprises that understand this create and enable spaces (physical and virtual) where ideas can mingle (in the way that coffee houses did in The Enlightenment)

18. Enterprises will become increasingly ‘porous’Employees who increasingly recognise the value of being connected to the interesting ideas in their own and related marketsEmployers who encourage their employees to connecthttp://thisisindexed.com/

19. Porous Enterprise Connected employees bring new thinking into the organisation

20. Allows for innovation at the edges – non-core thinking

21. Relationships seen as valuable assets

22. Flow of ideas into and within organisations

23. Companies less reliant on ‘stocks’ of knowledge, and more connected to ‘flows’ of knowledgeThe Networked EnterpriseA new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers“…fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.”https://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716

24. But content on the social web will continue to become ever more important…

25. campaignsite(s)corporatewebsiteSpend will grow in earned and owned media initiatives faster than bought mediaradiomagsnewspapersonline adsoutdoortelevisionTHE NEW CONTENT ECOSYSTEMEARNED MEDIAFirst-person commentary and content about the brand posted and shared across a variety of venues“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)productsite(s)‘advertising’OWNED MEDIAnatural search campaignsAll media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Mediaaffiliatesvideo sharingsocial networksblogsforumspersonal pagesBOUGHT MEDIAsocialmediacommunityTypical corporate media spend Drives people to Owned MediaemailBrands taking an ever more significant, diverse and assured role as content producers

26. The web is inherently socialBuilding platforms for longer-term, sustainable relationships with customers Morgan Stanley Internet Trends Report 2010

27. “Communities already exist. Instead, think about how you can help that community do what it wants to do”Mark Zuckerberg