This document discusses how communication technologies are enabling new forms of cooperation and connectedness on a global scale. Key themes driving this change include scalability through networks, direct communication removing intermediaries, seamless cooperation without centralized coordination, access anytime and anywhere through mobile devices, and increased transparency. These shifts are creating new paradigms where cooperation occurs without top-down control through networks that self-organize based on shared interests.

1. From Pyramids to Pancakes
Towards a connected world
Martijn Kriens | @martijnkriens

2. Martijn Kriens
Business|Science|Government|Innova2on|
ICT|eHealth8Cloud|Pancakes|Upstream|
RTLNieuws|iCrowds|AIM|IIPSaaS8
WirelessArnhem|Vlieger|Recalcitrant|8....8
@martijnkriens | martijn@upstream.nl

3. UPSTREAM
Marketingfact, TravelNext, FoodNext,
SportNext, UMCN St. Radboud, Deli
XL, HAN, Rabobank, ING, WNF,
Efteling, TUI Nederland, Omroep
Gelderland, TMG, Arnhem Dichtbij,
RTL, Cito, Bank van Morgen, AIM,
Gemeente Nijmegen, RTLNieuws
@upstream | www.upstream.nl

4. “Our%wri(ng%equipment%
takes%part%in%the%forming%of%
our%thoughts”%
%
8
Friedrich8Nietzsche8
18448M819008
8

6. Conversation and communication

7. Conversation and communication

8. Conversation and communication

9. Conversation and communication
Page ! 9

10. Broadcast

11. Community

12. Connected

13. From
the
century
of my
father
to the
century
of my
son

14. Digital realities
The double helix of digital and physical
realities

15. Mixed realities
Physical%and%Digital%

16. Digital space

17. DigitalPub

18. 18Billion8digital8friends8

19. Digital marketplace

20. Digital search

22. Facebook
Daily in NL
12.000.000%

23. Twitter
Daily tweets in NL
5.000.000%

24. Sources Dutch social web
In the Netherlands
390.000%

26. Not just the technology
People%helping%each%other%is%scalable%
M Customers%
M Pa(ents%
M …%

27. Direct8communica2on8
from8poli2cian8and8
with8poli2cians8

29. Cooperative Travel

30. Hilton
• Founded in 1919
• 3897 locations, 642.000
rooms in 91 countries
• 135.000 employees

31. Booking.com
• 3000 employees
worldwide
• 30 million visitors
• 250.000 hotels in 177
countries
• 350.000 rooms per
night
• Estabished in 1996

32. Airbnb.com
• Founded 2008
• 192 countries, 26.000
cities, 200.000 listings
• 40.000 reservations per
day
• 300 employees

33. Couchsurfing.org
• 4.8 million homes, 94.000
cities in 207 countriies
• Launched in 2004 as a
volunteer organisation
• Changing to commercial
organisation

34. Google.com
• Ecosystem of 80 billion
turnover for 1,8 million
companies
• 32.000 employees
• Google shopping, local >
local sites

35. Age Rooms Hotels Countries
Couchsurfing 8 1.200.000 237
Intercontinental 60 645.000 4400 100
Accor 43 500.000 4100 90
Hilton 90 3400 79
Marriott 50 3000 67
Source: Robin Chase

36. The undertow
Many effects, few causes

37. Crisis

38. (18−8z38/86)8/8(z8−8z28/82)28+8c8 (18−8z38/86)8/8(z8−8z28/82)28+8c8

39. Hidden Themes
That drive the change
Scalability8

41. Hidden Themes
That drive the change
Communica2on8

43. Voorspellende waarde
Op basis van aantallen berichten, berekend op basis van trendlijnen
PremierMdebat8
VVD8888888 8418
PVDA8888 8408
8
8
8
8
SP 8 8158
PVV 8 8158
CDA8 8128

44. Hidden Themes
That drive the change
Coopera2on8

46. Hidden Themes
That drive the change
Any2me8
Anyplace8

48. Hidden Themes
That drive the change
Transparancy8

50. Project X Haren
Tweet from NOS on 15:29 starts the real buzz on social
media

51. Hidden Themes
That drive the change
• Scalability/Adaptability
• Direct Communication
• Seamless Cooperation
• Anytime, Anywhere
• Transparency

52. New paradigm
“The invisible hand”
Coopera'on)without)Coordina'on)
)
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Clay%Shirky%

53. Van Udenhout
• Aandacht en activiteit aanwezig!
• Wie wil je zijn?
• Wat is het verhaal van Van Udenhout?
– Geen about eigen site
– Laat anderen verhaal vertellen (bv sponsoring)
– Laat de eigen mensen zien (bv vacatures)
• Thema overal terug laten komen
– Bourgondisch, maatschappelijk, ..
• Koppelen met hobbyisten?
• Niet alleen pushen maar welke behoefte?

54. Auto)=)Passie!)

55. Van Udenhout
• Schaalbaar
– Klanten helpen klanten?
• Direct Communication
– Contact met monteur?
• Seamless Cooperation
– Makkelijk vragen stellen over tikjes?
• Anytime, Anywhere
– Real time zien of je auto klaar is?
• Transparency
– Reviews stimuleren?

58. Marketingfacts jaarboek 2012
http://www.marketingfacts.nl/jaarboek/

59. UPSTREAM
It’s all about Content, Conversation and Collaboration
CONTENT8
Questions?
CONVERSATION
COLLABORATION%
@martijnkriens | martijn@upstream.nl | Martijn Kriens