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
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