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Some insights from Memedge Consulting
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MEMEDGE CONSULTINGMEMEDGE CONSULTING
Memedge Consulting is a young Memedge Consulting is a young Swiss company located in the Swiss company located in the lemanic region, providing lemanic region, providing services in: services in: - - communicationcommunication - - collaborationcollaboration - - business intelligencebusiness intelligence
… just as the world wide web combines contents based contents based communicationcommunication, collective collective creationcreation, while being the best the best intelligence platform availableintelligence platform available
We integrate We integrate communication, communication, collaboration and collaboration and business intelligence in business intelligence in a single service a single service providing concept… providing concept…
CommunicationCommunication
CollaborationCollaboration Business Business intelligenceintelligenceCoaching of managerial Coaching of managerial
communication on web 2.0 communication on web 2.0 toolstools
Platforms selectionPlatforms selection
Support & mentoring for Support & mentoring for virtual teamsvirtual teams
Communication & Communication & promotional promotional materialsmaterials
Corporate Corporate storytelling storytelling
Contents spreading Contents spreading plans shapingplans shaping
Open innovation Open innovation strategiesstrategies
Alliance Alliance managementmanagement
ScoutingScouting
We build websites
Why « Memedge Consulting »? Why « Memedge Consulting »?
Memedge is the contraction of Memedge is the contraction of « meme » and « edge »« meme » and « edge »
A memememe is a cultural unit transmissible from mind to mind ;
It can be depicted as an information pattern than can be replicated in individuals’ memories and brains
A jingle is a meme, as well as a a brand name, a motto or a successful story
In the business context, memetics (the discipline that studies the replication, spread and evolution of memes) is useful in the fields of viral marketingviral marketing or rumorsrumors dissemination
We could mention viral videosviral videos, or any buzzbuzz on the web to show successful memes
« The edge » is either a brink or an advantage in competition. Today’s landscape is shaped by hypercompetition. Gaining an edge implies innovation.
Memedge™ is a methodology Memedge™ is a methodology created in order to provide solutions created in order to provide solutions for those who want to use cultural for those who want to use cultural forces in a corporate environment forces in a corporate environment
Contents & Contents & informationinformation
Selective Selective pressurepressure
Meme-Meme-EdgeEdge
CompetitiCompetitiononConflict Conflict with with existing existing cultureculture
Contents, ideas and « cultural units » Contents, ideas and « cultural units » face selectionface selection
What is at What is at stake? stake?
What are What are the key the key goals?goals?
Data
Knowledge
Messages
Contents
Contents Contents spreading spreading plan plan strategystrategy
KM programs are often aimed at making tacit KM programs are often aimed at making tacit knowledge explicit, but what matters, over and above, knowledge explicit, but what matters, over and above, in a compagny is in a compagny is living knowledgeliving knowledge
Intranet
Corporate channels
Web 2.0 platforms
A contents driven A contents driven approach approach
Documents
Databases, CRM systems
Presentations
Training materials
ContentsContents
Business village meetings
Competitors communication
Newspapers
InternaInternal l sourcesourcess
ExternExternal al sourcesourcess
Corporate Corporate channelschannels
Seminars
Day to day meetings
Intranet
Print documents
Web 2.0 platforms
SelectiSelectionon
Changes in culture follows from the coherence between an information disseminating strategy and socialization channels within a firm
What makes social cohesion is social relationalityWhat makes social cohesion is social relationality
Web 2.0 is the gathering of contents based communication, co-creation, selection/rating and social networking
Web 2.0 Web 2.0
A few web 2.0 platforms A few web 2.0 platforms applicationsapplicationsBusiness communities management Business communities management
Today community management is a key concept, for brands as well for businesses that tend to organize networks, ecosystems (consider open innovation models)
Alliances (or joint ventures) managementAlliances (or joint ventures) management
A dedicated feed of information can be shaped, involving all partners, to rise the chances of success
Network of experts management Network of experts management
Businesses having to gather a lot of expertises can extract much value from the opportunity to tap experts online
Events related platforms Events related platforms
People can network and exchange the day of the event, and longer after online!
« Multichannel » corporate leadership« Multichannel » corporate leadership
Corporate leadership has now to be expressed through online channels
Web 2.0: no pain, no gain
The (expected) gains
« Many companies experiment with Web 2.0 technologies, but creating an environment with a critical mass of users is more
difficult. The survey results confirm that successful adoption requires that the use of theses tools be integrated into the flow of user’s work. Furthermore, encouraging continuing use requires approaches other than the traditional financial or performance incentives deployed as motivational tools. In the Web community, status is often built on a reputation for meaningful contributions. Respondents say informal incentive incorporating the Web ethos such as rating by peers and online recognition of status (…). They also say role modeling – active Web use by executives – has been important for encouraging adoption ».
The (not so fearsome) painSource: Mc Kinsey, How
companies are benefiting from Web 2.0
Why do we call Memedge Why do we call Memedge Consulting? Consulting?
A few insights A few insights
A few projects on which we could work together
Press review
Contact
Balance face to face and virtual Balance face to face and virtual interactionsinteractions
Nurture your business Nurture your business community community
Shape a dedicated Shape a dedicated communication program communication program related to any major project in related to any major project in your corporationyour corporation
Act as if your ideas had to Act as if your ideas had to struggle for lifestruggle for life
Organisations have now to Organisations have now to balance face to face interaction balance face to face interaction
with virtual interactionwith virtual interactionAre real meetings devoted to provide strategic insights and
group experiences that strenghtens collective ties and commitment…
…while most of the job is to be done through collaborative platforms, and is then being
virtualized?
BlueprintBlueprint
Nurture your business Nurture your business communitycommunityA « networked company » can be depicted as an organization managing complex relations. One of the main goal of web 2.0 technologies is harnessing the value generated by close ties with customers, partners, suppliers or experts.
As it is often obvious that a few get most of the gains of a collective initiative, the initiators of a network have to be very careful at rewarding all contributors.
In a complex environment, success is brought by the ability to mingle in all social & business circles.
Networking is not just building links; it is the knowledge of gathering the right minds at the right time. Some of them could be of high support. Some others could bring contradiction, warning or dissent. But don’t forget the word of Patton: « when everyone agrees, then someone is not doing his job ».
Networks generate a living knowledge, exactly the sort that KM initiatives tried to capture.
Shape a dedicated Shape a dedicated channel related to every channel related to every major corporate programmajor corporate programProjects (as well as alliances) failures are most of the time due to a lack of communication
Therefore it is wise to act as if a kind of channel (or a dedicated media) had to be managed by integrating all means of information delivering, such as:
- meetings;
- training sessions;
- intranets;
- web 2.0 platforms & web hosted project management tools…
It is much useful to turn the program or (alliance) related medium interactive. On web 2.0 platforms, gathered microcontents have a high added value considering both the contents for themselves and the involvment of contributors.
Act as if your ideas had to Act as if your ideas had to struggle for life…struggle for life…… indeed, they have to.
When it is time to launch an initiative, ask:
- what are the ways to spread ideas?
- what could be good replicators of them?
- what is the signal/noise ratio?
- what is the sort of selective pressure applied by the context, in order to find out the best way to communicate, following the chosen strategy?
It is now usual to hear about « share of market » or « share of voice ». We should refer to share of mind too.
Thinking in terms of selection is relevant as it makes clear that nothing has to be taken for granted. Cultural forces, as well as well designed process or clever plans contribute to performance.
Contact Contact Denis Vitel graduated from the Institute of Political Studies of Paris and is a pharmacist (Paris 5 University). He owns a master in pharmaceutical sciences of the University of Geneva, certificates in biotechnology & pharmacology and a bachelor in philosophy (Paris IV Sorbonne) and has been working 6 years for communication & advertising agencies. Denis Vitel specialized in providing added value contents. He has extensive experience in « business village » events, focus groups, experts boards coverage. He works as a facilitator and as an editor, to improve meetings and extract their key contents to keep momentum. In March 2009, he launched Memedge Consulting, which is based in Switzerland (Vaud County). It is aimed at spreading an integrated approach of communication, collaboration and business intelligence.
Denis Vitel
+41 78 935 31 18
