Ecosystem Marketing

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greenMan marketing leighhimel.blogspot.com All rights reserved yada yada part I

The introduction of any new medium has always had a profound effect on the way we communicate

“ Allow events to change you” - Bruce Mau "Incomplete Manifesto for Growth"

To strategize and plan within the digitally empowered world, we need to start with the underlying dynamics

That’s where mother nature comes in

To understand digital , and the new ecology of networks, you have to first get ecosystems

Because networks are ecosystems

Ecosystem: a system formed by the interaction of a community of organisms with their environment* *dictionary.com

Ecosystems have 5 key characteristics

1. Ecosystems are the consequences of relationships

2. Ecosystems are open to energy and material flow

3. Ecosystems have no boundaries

4. In an ecosystem, everything is linked to everything else

5. Ecosystems are intractable (not easily manipulated or managed)

Ecosystems are complex systems

Where relationships are not prescribed but rather ‘emerge’

Relationships in ecosystems: Implicit& Inferred Cumulative vs. Individual Close & Weak ties

Ecosystems are self-organizing

Self organizing behaviour increases the complexity of the system over time without being guided or managed by an outsi...

“ The opposite of an imposed structure is not chaos …the opposite of an imposed structure is an emergent structure , one...

How does this mesh with traditional business thinking ?

It doesn’t ;)

“ Ecosystem are not only more complex than we think, ecosystems are more complex than we can think” - FB Golley, 1993

Lessons From: Environmental Theory & Management

Environmentalists used to manage the environment the same way that many businesses manage their customers, employees and b...

Early approaches to environmental management Clear cut forest in Algonquin Park

Knowledge as a tool for domination Model of masters and servants Top-down system of control Belief that internal borders m...

Early approaches to digital environmental management America Online Closed Community

Later approaches to environmental management Cane toad introduction in Australia

We are outside of the ecosystem Model of parent and child Belief the system can be engineered Belief that changes can be p...

Later approaches to digital environmental management Microsoft’s What We Think is Best For You Approach

A new school of thought has emerged with its roots based in the philosophy of ecosystem thinking

‘ The Ecosystem Approach’

The ecosystem approach believes that we are not outside of the system we are part of it

That ecosystems cannot be controlled or managed

That healthy ecosystems are open

And that ecosystems are alive, organic and constantly evolving

Finally, the ecosystem approach understands that as the system changes, so do we

The Ecosystems Approach Google’s open and distributed approach James Lovelock’s Gaia Theory

How will this effect how we do business day today ? I’ll discuss that in Part II coming soon….but for now…

Remember to think networks, ecosystems

From old world hierarchies

To a new world order - self-organizing and emergent

Until then :) leighhimel.blogspot.com

sources <ul><li>ESF Scientific Programme (Jan 2000) “Linking Community and Ecosystem Ecology (LINKECOL) </li></ul><ul><li>...

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