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Teko Design + Business
Social Media in The Perfect Storm
October 03, 2012 and January 8, 2013
http://www.slideshare.net/petersvarre/
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www.denperfektestorm.dk
Comments: @petersvarre Hash tag: #denperfektestorm
Source: socialsemantic.eu
Has your organization worked with social media initiatives
within the last year?
Source: socialsemantic.eu
Central coordination and targeted planning
Sporadic initiatives and no clear planning
We are testing
A couple of employees are testing without a clear
deadline
Other
The Result
Time to get serious!
Social Media is a Perfect Storm
Core business
Communication Organization
Core business
What is a perfect storm?
User Creation
Digitization
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
South West:
Traditional economy
North West:
Mass- customization
North East:
The Eye of the Perfect Storm
South East:
Digital Professional services
An example:
The Travel Business
There once was a travel agency:
=
• Purchase of flight tickets, hotel bookings etc.
• Customization of trip
• Find the cheapest trip
• Trip advice
Purchase of flight tickets, hotel bookings etc.
Price comparison (Find the cheapest trip)
Customization of trip
Trip advice
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
The perfect storm as a conveyor belt of innovation
ideas
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
Traditional business area
• Is the business becoming digital?
• Are there relevant devices? • Are people comfortable with
going digital? • Is the market free or
monopolized?
• Is there a potential for user creation?
• Is there sufficient motivation to sustain long term user creation?
• Is there a potential for user creation?
• Can you create the production and supply chain flexibility which is required for mass customization?
It is all about
Timing!
Exercise
Think of a business idea (maybe something you are working on). Where is it situated in the Storm? Why?
Communication
The old world
Organi-zation
Message
Media TV
Radio Papers
Communi-cation
Recipient Consumer
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
CANON Website
Wikipedia
User reviews
Blogs
EDB priser
CANON
The conversation takes place without the companies
But companies
can become part of this
conversation
3 basic rules
Choose the right platform
Speak the language
Be interesting
How do you become interesting?
Do platforms exist and can we use them?
Can you speak the language? Are your services interesting or can you make them interesting (to some or some of the time)?
Communication strategy
Involvement
• Co-creation of products
High
Low
• Involvements in products
• Creation of new involving product
• Creation of involving campaign
• Traditional one-way communication
Co-creation of products
Kakofoni Den Digitale Kakofoni Digital Kakofoni Kakofoniens Tidsalder Kakofoniens Stemme Forstå Kakofonien Stil ind på Kakofonien
Involvement in products
Creation of new involving product
Creation of involving campaign
On Twitter, @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?"
DIY
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