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The Third Wave of the Internet is expected to be more disruptive to our economy than both previous waves combined.
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Intro Edwin Korver (48)HTS Civil EngineeringSoftware / Dow JonesHostingprovider - webdeveloperRadio: http://deDigitaleMedia.nlBlog: http://deSocialeMedia.nlCorporate: http://www.enterpride.com
The greatest tragedy is indifference.
The first
wave of the
internet
1991 WORLD WIDE WEBTim Berners-Lee (CERN)Search (Altavista vs Google)Browsers (Netscape vs Chrome)Webservers (Apache, IIS)LiveJournal (proto-social network)Technology driven
The first
wave of the
internet
1991 WORLD WIDE WEB
Paradigm = CONNECTED
We discovered the world online, but kind of lost ourselves in the process.
The second
wave of the
internet
2001 SOCIAL MEDIAWeb 2.0 technologiesSocial networks - Friendster, 2002Fans - MySpace, 2003Friends - Facebook, 2004Opinions - Twitter, 2006Photos - Instagram, 2010Video - Vine, 2013
The second
wave of the
internet
2001 SOCIAL MEDIASharing experiencesWord of Mouth (WoM)
“70% trust recommendations of other users. 92% trust their friends”
Engagement – content marketing”Experience-initiated, conversation-based, extending WoM”
Customer Centricity (needs)Human driven
Trust + Context = Trustworthiness = Honesty + Commitment + Competence
The second
wave of the
internet
2001 SOCIAL MEDIA
Paradigm = ENGAGEMENT
By sharing experiences online we define our social self in an intimately connected world.
“You will attract those that believe what you believe” ~ Simon Sinek
What’s next?
The thirdwave
of the internet
2011 CO-ECONOMYCollaborative consumptionBased on trust & reputationShared goods & servicesCo-ownership, co-creation, co-funding, co-makership, ..Micro-entrepreneurship
The thirdwave
of the internet
2011 CO-ECONOMY
Paradigm = SHARE
Built on trust we seek to collaborate with our peers to achieve new moral goals and redefine our society.
The thirdwave
of the internet
Airbnb
Started in 2008140.000+ overnight stays every day200.000+ rooms listedActive in 192 countriesRaised $160 million in funding
Fight it or ..
The thirdwave
of the internet
Airbnb
Airbnb: “Our guests stay longer and spend more than hotel guests, contributing $56M to the San Francisco economy” (nov. 2012)
Source: http://techcrunch.com/2012/11/09/airbnb-research-data-dump/
The thirdwave
of the internet
Airbnb
Airbnb: “Because they save a little bit of money each day in lodging fees, they end up staying longer than typical San Francisco tourist”
The thirdwave
of the internet
Airbnb
Airbnb: “More than 90 percent say staying in non-tourist areas is important to their stay. That translates into real money for neighborhood businesses in which Airbnb guests stay.”
The thirdwave
of the internet
Airbnb
Opened up a whole new marketGenerates revenues for the whole neighborhoodInitiated tourism that might not otherwise existStimulates micropreneurship
The thirdwave
of the internet
Collaborative consumption
Overall consumption will decreaseDisruptions of old notions about consumption and ownershipLarge organization won’t be able to find new markets, unless ..The market ‘owns’ your product
The thirdwave
of the internet
Collaborative consumption
Service needs to replace loss of revenue from one-off salesSustainable build-to-last in steadof unsustainable build-to-failHuman centricityRedistribution of wealth and power
The thirdwave
of the internet
The thirdwave
of the internet
Research shows ..
1 properly shared car reduces the need for 9 other carsForbes: the average car is $30.000Loss of revenue to car manufacturer:
$270.000 Impact on the whole ecosystem:
$1.000.000 (insurance, loans, etc.)Source: http://desocialemedia.nl/2013/06/22/jeremiah-owyang-the-collaborative-economy/
The thirdwave
of the internet
Why now?
Generations – Gen-X and Gen-YLend & rent is socially acceptableKondratieff - crisisOxytocin - social hormone
The thirdwave
of the internet
Why now? Gen’s1965-1982: Generation X
Xplorers. Entrepreneurial spirits, idealists, celebrators of individualeffort and risk-taking. Family-minded. Status sensitive.
The thirdwave
of the internet
Why now? Gen’s
1983-2001: Generation Y
WhY? Low average income andspending due to crisis. New lost generation? High tech adoption. Status averse.
Earth provides enough to satisfy every man's needs, but not every man's greed.
Mahatma Gandhi
He who is not contented with what he has, would not be contented with what he would like to have.
Socrates
The second
wave of the
internet
Why now? Gen’s
McDonald's is losing its appeal to Gen-Y. This generation is moving toward a focus on healthy and fresh eating. It's the largest generation thus far.
The thirdwave
of the internet
Why now? Gen’s
It is Gen-Y that has lead us to the collaboration economy. Short on cash and highly technology driven, they have embrassed social media and use it to redefine our currentstatus driven society.
The thirdwave
of the internet
Why now? Acceptable
How many lawn mowers, hedgetrimmers, stepladders and leafblowers are in your street?
In the share economy, renting andlending to/from peers is acceptable, meaningful and bonding.
The thirdwave
of the internet
Why now? Kondratieff
Russian economistStalin: socialism versus capitalismCapitalism prevailed, growthLong-cycles between 50-60 yearsCurrent: winter, deflationNext cycle: 2015 or 2020?
The thirdwave
of the internet
Why now? Kondratieff
The thirdwave
of the internet
Why now? Oxytocin
When we hug oxytocin is releasedin our brain and in our bloodIf we give, oxytocin is released, as well as when we receive.Oxytocin is the social superchargerIt also lowers our cortisol (stress)
The thirdwave
of the internet
The hug-hormone.
Jeremiah Owyanghttp://web-strategist.com
Altimeter Group
The thirdwave
of the internet
Quotes
The biggest threat to businesses today is the failure to anticipate and adopt to the disruptive threats in their respective ecosystems.
The thirdwave
of the internet
Quotes
Many industries are now feeling the pain of the collaborative economy, where sharing is preferred to owning by a new generation of consumers.
The thirdwave
of the internet
Quotes
The difference between surviving and thriving over the next five years for most established companies will be a direct result of the degree to which each creates a culture that embraces curiosity, creativity, agility, speed, courage and resilience.
The thirdwave
of the internet
Quotes
Contrary to what any business plan may say, I believe the single biggest competitive threat to our business is underestimating the competitor we don’t yet have.Source: http://www.edelman.com/post/why-ideas-are-needed-to-survive/
The thirdwave
of the internet
Quotes
We all need to start asking more questions like: “Why?”“What if?”“Why not?”Source: http://www.edelman.com/post/why-ideas-are-needed-to-survive/
The thirdwave
of the internet
Social Business Strategy
The Social Business Strategy aligns people, departments and all of the stakeholders into a common vision and strategy tying social media initiatives to strategic business objectives and priorities.
The second
wave of the
internet
Social Business Strategy
Social media is just one channel. A comprehensive content strategyshould be multi-channel. Therefor a social media strategy is a part of your content strategy.
The thirdwave
of the internet
Social Business StrategyAnd a content strategy derives from a social business strategy.
SocialBusiness Strategy
Content Strategy Social Media
Strategy
The thirdwave
of the internet
Social Business Strategy
The thirdwave
of the internet
Social Business Strategy Social businesses are based on true valuesRequiring transparency (accountability)Commitment, vision, leadership and trustA true social business takes care of all of its
stakeholders, not just its shareholdersRequires top-down leadership
Don’t fight the disruption – learn from it.
The thirdwave
of the internet
Social Business StrategyHarmut Esslinger (designer) on Steve Jobs, Apple:(Steve Jobs) recognized design was crucial, and admitted Apple wasn't meeting its potential. Jobs wasn't sure how to fix that. For his part, Esslingerinsisted that design had to come from the top down:
"I explained that to make design a core element of Apple’s corporate strategy, it would have to be seen as a leadership issue; world-class design can’t work its way up from the bottom, watered down by the motivations and egos of every layer of management it passes through.“
Source: http://www.theverge.com/2013/10/4/4802312/influential-apple-designer-calls-jobs-biography-disappointing
Your Social Business Strategy needs leadership too!
The thirdwave
of the internet
Questions
How do you want your organisation to beperceived and why do you care?
What value will you bring to your market?
Can you lead the social business evolutionin your organisation?
Are you ready for transparency?
Contact Let’s shareInternational blog on social business: http://SocialBusinessStrategy.com (new)
@edwinkorver @socialbstrategy (English) @desocialemedia (Dutch)
Telephone: +31-88-1231133Mobile: +31-6-52341111E-mail: [email protected]
