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