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Knowledge Peers
The Networked Businessof the Future
14 September 2011
dch.co.uk@DCH_Agency
Nicholas GillPlanning Director, DCH
Some of the themes on Social Business are derived and adapted form the Dachis Social Business Summit. See bluurb.wordpress.com and search social business for further reading.
Ben Hammersley, Wired. 2011.(this week)
benhammersley.com
“The internet is the dominant platform for life in the 21st Century… it is the central platform for business, culture and personal relationships.”
Image source: InnovativeThunder.com eBook
We are now in the information ageBut we act as if we’re still in the industrial age
• Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices
• Our 9-5 is not linear• It is lumpy• We compensate for lumpiness
with meetings• But some companies embrace
downtime and change the world
Image source: apworldhistorywiki, ThinkGeek, Google
We are now in the information ageBut we act as if we’re still in the industrial age
• Repeatable, factory processes replaced by the knowledge economy but constrained by the same working practices
• Our 9-5 is not linear• It is lumpy• We compensate for lumpiness
with meetings• But some companies embrace
downtime and change the world
Image source: apworldhistorywiki, ThinkGeek, Google
Image source: apworldhistorywiki, ThinkGeek, Google
A shift is needed. Across the enterprise.We need to become social businesses.
• This is hard.• We have jealously guarded our
knowledge• We now need to become:
– Open– Collaborative– Sharing
Image source: soundcloud.com
Silo models inhibit growthPorous silos improve productivity and profit
• HP saved $10bn in customer service
• SAP reduced issue resolution to 17 mins average from weeks
• P&G get 50% of all NPD from active social listening
Image source: http://www.flickr.com/photos/joeyharrison/51581489/
It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
• Repeatable, factory processes• Honed on a familiar media
consumption diet• Then technology changed
(and continues to change) the media landscape
It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
• Repeatable, factory processes• Honed on a familiar media
consumption diet• Then technology changed
(and continues to change) the media landscape
It’s the same with marketing communications
Image source: Razorfish Liminal report 2010
Silo models inhibit growthDon’t cross the streams
• The marcomms mix became silos in organisations
• Consumers escaped from the box and became people
• And crossed the streams• Doing things brands would not
do• We need to cross our streams
Image source: xenafan.com
Simultaneous consumption is now normal
Image source: digital buzz blog infographic, Info source: Media Guardian 2011
• 86% of mobile phone users are using their phone at the same time as watching TV– Communal– Enriching– Added excitement/interest
• The mobile device becomes the most valuable tool in the marketers box
Mobile represents as a big a shift as TV did
Image source: Blis Mobile
• Location• Context• Real time• Connected
(friends)• Frictionless• Integrates and
amplifies
Contrary to popular belief, TV is not dead
Info source: Media Guardian, 2011, eMarketer September 2011, Image source: ukhdtv.uk
• We spend MORE time watching TV than any other activity– 35x Facebook– +6% YoY
• We just do it in different ways– Time-shifting– Mobility
• But appointment to view TV is bigger than ever
• Forcing brands to behave differently
Be brave, have budget, cross the streams
Community
Brand
Consumer
Be relevantRight deviceAdd valueFacilitate
ShareableSociable
Topical
AuthenticOpen
Transparent
Knowledge Peers
Thank you
dch.co.uk@DCH_Agency
Find this deck & transcript at bluurb.wordpress.com@nicholasrgill
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