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MEMEDGE CONSULTINGMEMEDGE CONSULTING

MemedgeMemedge

Consulting Consulting isis

a a youngyoung

SwissSwiss companycompany

locatedlocated

in the in the lemaniclemanic

regionregion, ,

providingproviding

services in: services in: --

communicationcommunication

--

collaborationcollaboration--

business intelligencebusiness intelligence

… just

as the world wide

web combines contents contents basedbased

communicationcommunication, collective collective

creationcreation, while

being

the best intelligence the best intelligence platformplatform

availableavailable

WeWe

integrateintegrate

communication, communication, collaboration and business collaboration and business intelligence in a single service intelligence in a single service providingproviding

conceptconcept……

CommunicationCommunication

CollaborationCollaboration Business intelligenceBusiness intelligence

Coaching of Coaching of managerialmanagerial communication on web 2.0 communication on web 2.0 toolstools

PlatformsPlatforms

selectionselection

Support & Support & mentoringmentoring

for for virtualvirtual

teamsteams

Communication & Communication & promotionalpromotional

materialsmaterials

CorporateCorporate

storytellingstorytelling

Contents Contents spreadingspreading

plans plans shapingshaping

Open innovation Open innovation strategiesstrategies

Alliance managementAlliance management

ScoutingScouting

We

build websites

WhyWhy

««

MemedgeMemedge

ConsultingConsulting

»»? ?

MemedgeMemedge

isis

the contraction of the contraction of ««

memememe

»»

and and ««

edgeedge

»»

A

memememe

is

a cultural unit transmissible from

mind

to mind

;

It can

be

depicted

as an information pattern than

can

be replicated

in individuals’

memories

and brains

A jingle is

a meme, as well

as a a brand name, a motto

or a successful

story

In the business context, memetics

(the discipline that

studies the replication, spread

and evolution

of memes) is

useful

in

the fields

of viral marketingviral marketing

or rumorsrumors

dissemination

We

could

mention viral viral videosvideos, or any

buzzbuzz

on the web to show successful

memes

« The edge

» is either a brink

or an advantage

in competition. Today’s

landscape

is

shaped

by

hypercompetition. Gaining

an edge

implies

innovation.

MemedgeMemedge™™

isis

a a methodologymethodology

createdcreated

in in orderorder

to to provideprovide

solutions for solutions for thosethose

whowho

wantwant

to use to use

cultural forces in a cultural forces in a corporatecorporate

environmentenvironment

Contents & Contents & informationinformation

SelectiveSelective

pressurepressure

MemeMeme--EdgeEdge

CompetitionCompetition

ConflictConflict

withwith existingexisting

cultureculture

Contents, Contents, ideasideas

and and ««

cultural cultural unitsunits

»»

face face selectionselection

WhatWhat

isis

atat stakestake? ?

WhatWhat

are the are the keykey

goals?goals?

Data

Knowledge

Messages

Contents

Contents Contents spreadingspreading

plan plan

strategystrategy

KM programs are KM programs are oftenoften

aimedaimed

atat

makingmaking

tacittacit

knowledgeknowledge

explicit, but explicit, but whatwhat mattersmatters, over and , over and aboveabove, in a , in a compagnycompagny

isis

living living knowledgeknowledge

Intranet

Corporate

channels

Web 2.0 platforms

A contents A contents drivendriven

approachapproach

Documents

Databases, CRM systems

Presentations

Training materials

ContentsContents

Business village meetings

Competitors communication

Newspapers

InternalInternal sourcessources

ExternalExternal sourcessources

CorporateCorporate channelschannels

Seminars

Day to day

meetings

Intranet

Print

documents

Web 2.0 platformsSelectionSelection

Changes in culture follows

from

the coherence

between

an information disseminating

strategy

and socialization

channels

within a firm

What makes social cohesion is social What makes social cohesion is social relationalityrelationality

Web 2.0 is

the gathering

of contents based communication, co-creation,

selection/rating

and

social networking

Web 2.0 Web 2.0

A few web 2.0 A few web 2.0 platformsplatforms

applicationsapplicationsBusiness Business communitiescommunities

management management

Today

community

management is

a key

concept, for brands as well

for businesses that

tend to organize

networks, ecosystems

(consider

open innovation models)

Alliances (or joint Alliances (or joint venturesventures) management) management

A dedicated

feed

of information can

be

shaped, involving

all partners, to rise

the chances of success

Network of experts management Network of experts management

Businesses having

to gather

a lot of expertises can

extract

much

value from

the opportunity

to tap

experts online

Events Events relatedrelated

platformsplatforms

People can

network and exchange the day

of the event, and longer after

online!

««

MultichannelMultichannel

»»

corporatecorporate

leadershipleadership

Corporate

leadership has now

to be

expressed

through

online channels

Web 2.0: no pain, no gain

The (expected) gains

«

Many

companies

experiment

with

Web 2.0 technologies, but creating

an environment

witha critical

mass of users

is

more difficult. The survey

results

confirm

that

successful

adoption requires

that

the use of theses

tools

be

integrated

into

the flow of user’s

work. Furthermore, encouraging

continuing

use requires

approaches

other

than

the traditional

financial

or performance incentives

deployed

as motivational

tools. In the Web community, status

is

often

built

on a reputation

for meaningful

contributions. Respondents

say

informal

incentive

incorporating

the Web ethos such

as rating by peers

and online recognition of status

(…). They

also

say

role

modeling

–

active Web use by executives

–

has been important for encouraging

adoption

».

The (not so fearsome)

painSource: Mc Kinsey, How companies

are benefiting

from

Web 2.0

WhyWhy

do do wewe

call call MemedgeMemedge Consulting? Consulting?

A few insights A few insights

A few projects

on which

we could

work

together

Press

review

Contact

Balance face to face and Balance face to face and virtualvirtual interactionsinteractions

NurtureNurture

youryour

business business communitycommunity

Shape a Shape a dedicateddedicated

communication communication program program relatedrelated

to to anyany

major major projectproject

in in

youryour

corporationcorporation

ActAct

as if as if youryour

ideasideas

hadhad

to struggle for lifeto struggle for life

Organisations have Organisations have nownow

to balance face to to balance face to face interaction face interaction withwith

virtualvirtual

interactioninteraction

Are real meetings devoted

to provide

strategic insights and group experiences

that

strenghtens

collective ties

and commitment…

…while

most

of the job is

to be

done

through collaborative platforms, and is

then

being

virtualized?

BlueprintBlueprint

NurtureNurture

youryour

business business communitycommunity

A «

networked

company

»

can

be

depicted

as an organization managing

complex

relations. One of the main goal of web

2.0 technologies is

harnessing

the value generated

by close ties

with

customers, partners, suppliers

or experts.

As it

is

often

obvious

that

a few get

most

of the gains of a collective initiative, the initiators

of a network have to be

very

careful

at

rewarding

all contributors.

In a complex

environment, success

is

brought

by the ability

to mingle

in all social & business circles.

Networking is

not just

building links; it

is

the knowledge

of gathering

the right minds

at

the right time. Some

of them

could

be

of high

support. Some

others

could

bring

contradiction, warning or dissent. But don’t

forget

the word

of Patton: «

when

everyone agrees, then someone is not doing his job ».

Networks generate

a living knowledge, exactly

the sort that KM initiatives tried

to capture.

Shape a Shape a dedicateddedicated

channelchannel

relatedrelated to to everyevery

major major corporatecorporate

programprogram

Projects

(as well

as alliances) failures

are most

of the time due to a lack

of communication

Therefore

it

is

wise

to act

as if a kind

of channel

(or a dedicated media) had

to be

managed

by integrating

all means

of

information delivering, such

as:

-

meetings;

-

training sessions;

-

intranets;

-

web 2.0 platforms

& web hosted

project

management tools…

It is

much

useful

to turn

the program or (alliance) related

medium interactive. On web 2.0 platforms, gathered

microcontents

have

a high

added

value considering

both

the contents for themselves and the involvment

of contributors.

ActAct

as if as if youryour

ideasideas

hadhad

to struggle to struggle for lifefor life……… indeed, they

have to.

When

it

is

time to launch

an initiative, ask:

- what

are the ways

to spread

ideas?

-

what

could

be

good replicators

of them?

- what

is

the signal/noise ratio?

-

what

is

the sort of selective

pressure applied

by the context, in order

to find

out the best way

to communicate, following

the

chosen

strategy?

It is

now

usual

to hear

about «

share

of market

»

or «

share

of voice

». We

should

refer

to share

of mind

too.

Thinking

in terms

of selection

is

relevant as it

makes

clear

that nothing

has to be

taken

for granted. Cultural forces, as well

as

well

designed

process

or clever

plans contribute

to performance.

Contact Contact Denis Vitel

graduated

from

the Institute of Political

Studies

of Paris and is

a pharmacist

(Paris 5 University). He owns

a master in pharmaceutical

sciences of the

University

of Geneva, certificates

in biotechnology &

pharmacology

and a bachelor

in philosophy

(Paris

IV Sorbonne) and has been working

6 years

for communication & advertising

agencies.

Denis Vitel

specialized

in providing

added

value contents. He has extensive experience

in «

business

village

»

events, focus groups, experts boards

coverage. He works

as a facilitator

and as an editor, to improve

meetings and extract

their

key

contents to keep momentum.

In March 2009, he

launched

Memedge

Consulting, which

is

based

in Switzerland

(Vaud County). It is

aimed

at

spreading

an integrated

approach

of communication, collaboration and business intelligence.

Denis Vitel

+41 78 935 31 18

[email protected]