Future TrendsInnovation
BriefingFebruary 2011
http://www.flickr.com/photos/mojodenbowsphotostudio/
Please note: Sample presentation only, please download the full presentation from:
http://econsultancy.com/reports/future-trends-innovation-briefing
neilperkin.typepad.com
@neilperkin
What I’m going to talk to you about today
• New and interesting digital models, ideas• New processes, techniques and ways of working• Ideas that are not new, but which are being applied in
new ways …and are informed by a close understanding of consumer needs
SocialData
GamingMobileContentUtility
Agile working
Opportunity often sits at the confluence of two or more trends
http://www.flickr.com/photos/8340753@N04/501465437/
WHAT IS INNOVATION?http://www.flickr.com/photos/fabiano/
INVENTIONINNOVATIONDIFFUSION
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
…originating ideas…commercialisation of ideas…spread, adoption, imitation
http://www.oneeyeland.com/member/member_home.php?pgrid=3&imgid=270
“2011 will be somewhat less about
talk and more about action. We
should know by now what we need
to be doing, the challenge is about
execution. And that’s about good
old fashioned things like people,
process and technology.” Ashley
Friedlein
2011 will be about putting all the thinking into action
'arranging the economic requirements for implementing an invention’
http://www.flickr.com/photos/thomashawk/
2011 will be about true innovation: the commercialisation of principles or ideas
http://www.noahbrier.com/archives/2010/04/thinking_about_innovation.php
“The steeper the curve of change, the more we need a little time to digest; work out what's a fad versus what's really interesting.” Mel
Exon, BBH Labshttp://bbh-labs.com/think-while-you-make-make-while-you-thinkhttp://www.flickr.com/photos/publicdesigncenter/
But focus on ‘doing’ doesn’t mean we shouldn’t pause to reflect…
But there is an inherent recognition of the importance of innovation
• Organisations not only felt bombarded by change, but that many are struggling to keep up.
• 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study in 2006
http://www-935.ibm.com/services/uk/gbs/html/ceostudy2008.html
It will be increasingly
important for businesses to
focus on ways to unlock innovation
http://www.flickr.com/photos/62586822@N00/3852562268/
We will get past the endless babble about social media platforms, and more companies will begin embedding it into practices,
strategies and workflows
INNOVATION IN THE SOCIAL WEB
http://mashable.com/2010/12/08/dell-social-listening-center/
Engagement with ‘social’ will increasingly be more than just comms…
Gartner predicts that by 2016, social technologies will be integrated with most business applications bringing social CRM, internal communications
and collaboration, and public social site initiatives into a coordinated strategy.
http://www.gartner.com/it/page.jsp?id=1454221
The Eureka Myth – the myth of the lone-
creative genius with a spark of sudden
inspiration
Ideas take a long time to mature, sometimes
laying dormant (in the form of 'partial hunches'
or half-ideas) for years.
It is the collision of these half-ideas, whether
our own or from others, that enables
breakthroughs to happen. Rather than being a
single thing, ideas are networks, or new
configurations.
Porous Enterprise - Chance favours the connected mind
The great driver of innovation has been
the historic increase in connectivity
between us that creates infinite
possibilities for ideas to be swapped
Agile enterprises that understand this
create and enable spaces (physical and
virtual) where ideas can mingle (in the
way that coffee houses did in The
Enlightenment)
Porous Enterprise - Chance favours the connected mind
http://thisisindexed.com/
Employees who increasingly recognise the value of being connected to the interesting ideas in their own and related markets
Employers who encourage their employees to connect
Enterprises will become increasingly ‘porous’
• Connected employees bring new thinking into the organisation
• Allows for innovation at the edges – non-core thinking
• Relationships seen as valuable assets
• Flow of ideas into and within organisations
• Companies less reliant on ‘stocks’ of knowledge, and more connected to ‘flows’ of knowledge
Porous Enterprise
https://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
A new class of company is emerging—one that uses
collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and
suppliers
The Networked Enterprise
“…fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management
practices that lead to margins higher than those of companies using the Web in
more limited ways.”
But content on the social web will continue to become ever more
important…
radiomags
newspapers
online adsoutdoor
television
‘advertising’
socialmedia
natural search campaigns
affiliates
corporatewebsite
community
productsite(s)
campaignsite(s)
video sharingsocial networks
blogs
forumspersonal pages
BOUGHT MEDIA
EARNED MEDIA
OWNED MEDIAAll media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media
Typical corporate media spend Drives people to Owned Media
First-person commentary and content about the brand posted and shared across a variety of venues
“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)
THE NEW CONTENT ECOSYSTEM
Spend will grow in earned and owned media initiatives faster than bought media
Brands taking an ever more significant, diverse and assured role as content producers
Morgan Stanley Internet Trends Report 2010
The web is inherently social
Building platforms for longer-term, sustainable relationships with customers
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
Make it as easy as possible for your fans to find it and spread the word
If the web is a mass of conversations, then get talked about
http://www.flickr.com/photos/oldflints/
The spreadability of ideas and content
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Marketing spend generates traffic
Some of that traffic sticks
Users are inspired and enabled to talk about your
product
They spread the message around the network
Developing strategies to turn followers into advocates
Please note: Sample presentation only, please download the full presentation from:
http://econsultancy.com/reports/future-trends-innovation-briefing
| 13 January 2008 | Course Title | 27
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