The power lies in the creation of self-organised
communities of like-minded people
...We grew up with the Internet and on the Internet. This is whatWe, the us
different; this is what makes the crucial, although surprising from your point of
view, difference: we do not ‘surf’ and the internet to us is not a ‘place’ or
‘virtual space’. The Internet to us is not something external to reality but a part
of it: an invisible yet constantly present layer intertwined with the physical
environment. We do not use the Internet, we live on the Internet and along
it. If we were to tell our bildnungsroman to you, the analog, we could say there
was a natural Internet aspect to every single experience that has shaped us.
We made friends and enemies online, we prepared cribs for tests online, we
planned parties and studying sessions online, we fell in love and broke up
online. The Web to us is not a technology which we had to learn and which we
managed to get a grip of. The Web is a process, happening continuously and
continuously transforming before our eyes; with us and through us.
Technologies appear and then dissolve in the peripheries, websites are
built, they bloom and then pass away, but the Web continues, because we are
the Web; we, communicating with one another in a way that comes naturally
to us, more intense and more efficient than ever before in the history of
so they can
buy it and
Adding Social Media
Culture eats strategy
Culture Eats Strategy for Lunch
A recommendation from a friend would
make 71% of people more comfortable
with a product or service – more so than
advertising (15%) or even personal
Lifetime Customer Referral
“The Social Web is distributing influence beyond the customer
landscape, allocating authority amongst stakeholders, prospects, and
peers.” – Brian Solis
The most responsive
company in the world
Decisions are effortless
2. Better decisions faster
New Business Models
Gather and Throw
Credits – images, docs and stats
Man in mask with gun – Julian Povey: http://www.flickr.com/photos/jpovey/5912287632/
Everything is Marketing – Hugh McLeod: http://www.gapingvoidart.com/everything-marketing-p-1917.html
Crowd Kiss: http://www.flickr.com/photos/acousticskyy/3651475141/
We, the Web Kids – Piotr Czerski: http://pastebin.com/0xXV8k7k
Shouting boy by fotologic: http://www.flickr.com/photos/fotologic/242616844/
Big Sandwich: Unknown
Jetfighter by familymwr: http://www.flickr.com/photos/familymwr/4929686927/
MediaLab study: http://www.buzzador.com/pressdocuments/Wheres_Debbie_MediaEdge.pdf
Clown Collective by LisaBK: http://www.flickr.com/photos/lisabk/3354010301
For further reading for new business model discussions:
The New Capitalist Manifesto by Umair Haque : http://www.amazon.co.uk/New-Capitalist-Manifesto-Building-
No Straight Lines by Alan Moore : http://www.no-straight-lines.com/
Notas do Editor
Marketing is Everything – Regis McKenna, HBS 1991TechnologyBut also
This is what we used to say when talking about creating social initiatives. These 5 steps.
Performance-oriented cultures possess statistically better financial growth, with high employee involvement, strong internal communication, and an acceptance of a healthy level of risk-taking in order to achieve new levels of innovation.
Culture eats strategy for lunch“if we get the culture right, then everything else, including the customer service, will fall into place” – Tony Hsieh, CEO
If it starts with “culture” it also starts with “product”
Looking back at the previous slide, we said we wanted social media to help the word spread about our products.This makes intuitive sense – our experience is that in many instances we ask friends for recommendations.
Customer Lifetime Value (revenue from customer and immediate family over lifetime) now becomes Customer Referral Value = a measure of advocacy and positive business value that an influencer bringsWe are now in a world that not only is forcing businesses to engage customers but to consider the influences on their business that rests among their partners, suppliers, prospects…hell, all the stakeholders in the company’s particular ecosystem.
Customer service centric approachTwitter especially
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