knowledge peers event share version
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The Networked Business of the Future. Presented at Knowledge Peers event, 14.09.11. Transcript and background at bluurb.wordpress.comTRANSCRIPT
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Knowledge Peers
The Networked Businessof the Future
14 September 2011
dch.co.uk@DCH_Agency
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Nicholas GillPlanning Director, DCH
Some of the themes on Social Business are derived and adapted form the Dachis Social Business Summit. See bluurb.wordpress.com and search social business for further reading.
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Ben Hammersley, Wired. 2011.(this week)
benhammersley.com
“The internet is the dominant platform for life in the 21st Century… it is the central platform for business, culture and personal relationships.”
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Image source: InnovativeThunder.com eBook
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We are now in the information ageBut we act as if we’re still in the industrial age
• Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices
• Our 9-5 is not linear• It is lumpy• We compensate for lumpiness
with meetings• But some companies embrace
downtime and change the world
Image source: apworldhistorywiki, ThinkGeek, Google
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We are now in the information ageBut we act as if we’re still in the industrial age
• Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices
• Our 9-5 is not linear• It is lumpy• We compensate for lumpiness
with meetings• But some companies embrace
downtime and change the world
Image source: apworldhistorywiki, ThinkGeek, Google
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Image source: apworldhistorywiki, ThinkGeek, Google
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A shift is needed. Across the enterprise.We need to become social businesses.
• This is hard.• We have jealously guarded our
knowledge• We now need to become:
– Open– Collaborative– Sharing
Image source: soundcloud.com
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Silo models inhibit growthPorous silos improve productivity and profit
• HP saved $10bn in customer service
• SAP reduced issue resolution to 17 mins average from weeks
• P&G get 50% of all NPD from active social listening
Image source: http://www.flickr.com/photos/joeyharrison/51581489/
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It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
• Repeatable, factory processes• Honed on a familiar media
consumption diet• Then technology changed
(and continues to change) the media landscape
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It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
• Repeatable, factory processes• Honed on a familiar media
consumption diet• Then technology changed
(and continues to change) the media landscape
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It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
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Silo models inhibit growthDon’t cross the streams
• The marcomms mix became silos in organisations
• Consumers escaped from the box and became people
• And crossed the streams• Doing things brands would not
do• We need to cross our streams
Image source: xenafan.com
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Simultaneous consumption is now normal
Image source: digital buzz blog infographic, Info source: Media Guardian 2011
• 86% of mobile phone users are using their phone at the same time as watching TV– Communal– Enriching– Added excitement/interest
• The mobile device becomes the most valuable tool in the marketers box
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Mobile represents as a big a shift as TV did
Image source: Blis Mobile
• Location• Context• Real time• Connected
(friends)• Frictionless• Integrates and
amplifies
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Contrary to popular belief, TV is not dead
Info source: Media Guardian, 2011, eMarketer September 2011, Image source: ukhdtv.uk
• We spend MORE time watching TV than any other activity– 35x Facebook– +6% YoY
• We just do it in different ways– Time-shifting– Mobility
• But appointment to view TV is bigger than ever
• Forcing brands to behave differently
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Be brave, have budget, cross the streams
Community
Brand
Consumer
Be relevantRight deviceAdd valueFacilitate
ShareableSociable
Topical
AuthenticOpen
Transparent
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Knowledge Peers
Thank you
dch.co.uk@DCH_Agency
Find this deck & transcript at bluurb.wordpress.com@nicholasrgill