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 WEB

Tim 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.

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internet

2001 SOCIAL MEDIAWeb 2.0 technologiesSocial networks - Friendster, 2002

Fans - MySpace, 2003Friends - Facebook, 2004Opinions - Twitter, 2006Photos - Instagram, 2010Video - Vine, 2013

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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

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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?

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internet

2011 CO-ECONOMYCollaborative consumptionBased on trust & reputationShared goods & servicesCo-ownership, co-creation, co-funding, co-makership, ..

Micro-entrepreneurship

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2011 CO-ECONOMY

Paradigm = SHARE

Built on trust we seek to collaborate with our peers to achieve new moral goals and redefine our society.

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internet

Airbnb

Started in 2008140.000+ overnight stays every day

200.000+ rooms listedActive in 192 countriesRaised $160 million in funding

Fight it or ..

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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/

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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”

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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.”

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Airbnb

Opened up a whole new market

Generates revenues for the whole neighborhood

Initiated tourism that might not otherwise exist

Stimulates micropreneurship

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internet

Collaborative consumption

Overall consumption will decrease

Disruptions of old notions about consumption and ownership

Large organization won’t be able to find new markets, unless ..

The market ‘owns’ your product

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internet

Collaborative consumption

Service needs to replace loss of revenue from one-off sales

Sustainable build-to-last in stead of unsustainable build-to-fail

Human centricityRedistribution of wealth and power

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internet

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internet

Research shows ..

1 properly shared car reduces the need for 9 other cars

Forbes: 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/

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Why now?

Generations – Gen-X and Gen-Y

Lend & rent is socially acceptable

Kondratieff - crisisOxytocin - social hormone

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internet

Why now? Gen’s1965-1982: Generation X

Xplorers. Entrepreneurial spirits, idealists, celebrators of individual effort and risk-taking. Family-minded. Status sensitive.

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internet

Why now? Gen’s

1983-2001: Generation Y

WhY? Low average income and spending 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 GandhiHe 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 third wave 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 current status driven society.

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internet

Why now? Acceptable

How many lawn mowers, hedge trimmers, stepladders and leaf blowers are in your street?

In the share economy, renting and lending to/from peers is acceptable, meaningful and bonding.

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internet

Why now? Kondratieff

Russian economistStalin: socialism versus capitalism

Capitalism prevailed, growthLong-cycles between 50-60 years

Current: winter, deflationNext cycle: 2015 or 2020?

The third wave of the

internet

Why now? Kondratieff

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internet

Why now? Oxytocin

When we hug oxytocin is released in our brain and in our blood

If we give, oxytocin is released, as well as when we receive.

Oxytocin is the social supercharger

It also lowers our cortisol (stress)

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internet

The hug-hormone.

Jeremiah Owyanghttp://web-strategist.com

Altimeter Group

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Quotes

The biggest threat to businesses today is the failure to anticipate and adopt to the disruptive threats in their respective ecosystems.

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Quotes

Many industries are now feeling the pain of the collaborative economy, where sharing is preferred to owning by a new generation of consumers.

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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.

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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/

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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/

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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 strategy should be multi-channel.

Therefor a social media strategy is a part of your content strategy.

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internet

Social Business Strategy

And a content strategy derives from a social business strategy.

Social Business Strategy

Content Strategy

Social Media

Strategy

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Social Business Strategy

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Social Business StrategySocial businesses are based on true values

Requiring transparency (accountability)Commitment, vision, leadership and trustA true social business takes care of all of its stakeholders, not just its shareholders

Requires top-down leadership

Don’t fight the disruption – learn from it.

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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, Esslinger insisted 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!

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Questions

How do you want your organisation to be perceived and why do you care?

What value will you bring to your market?

Can you lead the social business evolution in your organisation?

Are you ready for transparency?

Contact Let’s share

International blog on social business: http://SocialBusinessStrategy.com (new)

@edwinkorver @socialbstrategy (English) @desocialemedia (Dutch)

Telephone: +31-88-1231133Mobile: +31-6-52341111E-mail: info@edwinkorver.com