Social Media for Communicators (Web2.0) - IABC

implications of Web2.0 for

communicators Alexander Osterwalder, PhD

alex@arvetica.com

Geneva, 15. Mai 2007

what are your worst professional fears as a communicator regarding the Web(2.0)?

what are your hopes as a communicator regarding the Web(2.0)?

what does the web2.0 world look

like today?

When people talk, listen completely. Most people never

listenErnest Hemingway (1899 – 1961)

the cost of creation and

distribution has collapsed

1

“near professional” technology costs nothing

distribution is essentially free

plentiful, cheap, but of low nutritional value…

…but some stand out!

passionate people are creative +/-

much more creative resources to come

we live in an era of participation

2

blogs have democratized publishing

RSS & aggregators

(peer-) rated content enforces meritocracy

when it’s made easy people care

a lot of what matters to your business

happens outside your control…

3

… and it happens faster and faster

[source: Fortune, 2005]

employee bloggers

video interviews with opinion leaders and industry innovators

out-of-the-box thinking

community creation (rss)

aggregation of industry reports

content syndication

private banking library

EXAMPLE

customers increasingly share their experiences online

526 comments !!! to Jeff Jarvis’ post about his Dell

machines

what are customers saying about your company?

co-creating value leverages resources

4

Goldcorp crowd-sourcing

IBM innovation jam

from copyright to creative commons

multi-media content syndication

collective intelligence is often superior to expert knowledge

5

wikis

vs.

from taxonomy to folksonomy by tagging

prime time is dead

6

one size fits no one

niche communities are blossoming

from bloated head to the long tail

people carefully cultivate their online

existence

7

creating identity online: myspace.com

exhibitionism

me, myself and I…

networks rule1 + 1 = 3

8

online social networking leverages your impact

connectors / mavens / salesmen

plug & play: connecting applications in mash-ups

markets are conversations

9

from anonymous organizations to…

… conversations & relationships

Irving Wladawsky-Berger, IBM, VP Technical Strategy and Innovation

“in-world” interviews in an auditorium…

key take-away…

1) Web2.0 is all about web-based bottom-up social media…

2) … that make your stakeholders gain power…

3) … so learn to lose control…

4) … and embrace and leverage the “outside world”…

5) … by integrating stakeholders, …

6) … tapping into collective intelligence…

7) … and taking people seriously

1 - 2 3 4 5 +

A we know where our customer post home made ad-hoc content about us

B we help customers actively participate in creating our brand

C we know the online areas outside of our control that (could) impact our brand

D we integrate people outside our company to co-create business value

E we tap into internal/external collective intelligence to leverage our resources

F we know the online communities related to our brand and listen to them

G we know the online identities our customers cultivate and understand them

H we leverage our networks

I we relate to our customers on a personal level

Web2.0 business readiness self assessment canvas

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Alexander Osterwalder, PhD

alex@arvetica.comwww.arvetica.com

we co-create

Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together

we operationalize

Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects.

we manage change

Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values.

we build knowledge

When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization.

we connect

Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts.

Thank you

Andreas Reinhold

Jimmy Smith

Rafael López Diez

Uwe Klockmann

Diana Castillo

Uwe Klockmann

Ricardo Junqueira

Anita Bezanson

Ross Mayfield

Sam Teigen

Jason de Fillippo

Guy Mason

Barbara

grintz

99zeros

Galdo Trouchky

Adeghord Malthus

slworking2

Kosmar

Meet Charliehttp://www.slideshare.net/slgavin/meet-charlie-what-is-enterprise20

Approaches of Companies in Germany to the Social Webhttp://www.slideshare.net/apalme2003/approaches-of-companies-in-germany-to-the-social-web

Corporate Excellence through Social Mediahttp://www.slideshare.net/prpoint/corporate-excellence-through-social-media/

useful Web2.0 presentations