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Web 2.0 and the end of hierarchical systems ofcontent production and distribution
Twelve years ago Bill Gates said:
“The really interesting highway applications will grow out of the participation of tens of hundreds or millions of people, who will not just consume entertainment and other information, but will create it, too. Until millions of people are communicating with one another, exploring subjects of common interest and making all sorts of multimedia contributions, including high-quality video, there won’t be an information highway.”
When Johannes Gutenberg invented the publishing press in 1440, it sparked a publishing boom and information revolution, which resulted the mass media model: persons or societies who own the publishing machinery control the information. This hierarchical system exists within the company too: some elite holds information that they distribute to customers, employees, investors or the press.
Web 2.0 consist on creating a value from employees, customers and suppliers.It is a completely inversed model of the system of content production and distribution we had in the past.
Content production and distribution
biefore Web 2.0 Web 2.0Author to public MultidirectionalUnidirectionnal DirectMediation Many to manyOne to many
In parallel to the mass media are emerging the media of the masses. The division between publisher and public is disappearing.It is a radical conversion that impacts all business models.
“Web 2.0 is distributed technologies build to integrate that collectively transform mass participation into valuable emergent outcomes.”
Ross Dawson, Chairman, Future Exploration Network
They are two principal ways a business could take profit of Web2.0: Within the firm, in the knowledge and information management and
at the marketing and external communications level.
Enterprise 2.0
Refers to web 2.0 applications and culture used inside organizationsIs about creating value from the participation of employees, customers and suppliersRelated to the knowledge and the information management
Applications
CollaborationProject managementWorkflowKnowledge managementInternal communicationLearning and developmentInnovationExpertise locationSearch and information acces
How Web2.0 is impacting traditionnal organizational models?
Mostly by destroying hierarchical relations: the Tylor’s model is dayingBy generating a value from collaboration and more effective distribution of ressources
The collaborative cycle
5 stages within the collaborative cycle:Co-analyse of situation or problem to solveCo-elaboration of an action planCo-action, co-production of resultsCo-managing of the processes and mid-term results
Collaboration=Communication (interaction)+co-perating
(resources’distribution)+coordination (syncronisation).
Collaboration and knowledge management
Knowledge generated within the firm is a commonly managed inheritanceThe succes of the business depends of that common memory of the firmCollaboration help to preserve, collect, transfer knowledge within the organization In the information (> knowledge) society
this value of the organisation is essential
The network organisation
New structure based on working in networkCollaborative networks mobilise collective intelligencePractice communities
Practice communities: the and of the hierarchical management?
KnowledgeDevelopment & valorisation of knowledge & know-how
CapitalDevelopment & valorisation of a capital
Dominant value
Participation, discussions, coachingRools, processes, educationKnowledge transfer
Network, cooperative relationsHierarchy, subordination relationsRelations model
Connexion, potential of assistance and mobilisation of others
Ownership of knowledge & decision power
Power
Definition of the exchange framework
Definition of rools and processesStructure
ParticipationActionActivity
InfluenceDecisionManagement logic
RoleStatusIndividual’s positionning
Practice communityTraditional organisation
Marketing 2.0
Enormous is the impact of web 2.0 on the way we consume informationThere is a huge potential for marketers HypertargetingInfluention marketingTests, CRMInnovation (generation of new ideas, marketing researches)Cost of content creationPersonnalisation
There are some 9 million blogs out there, with 40000 new ones poping up each day.
Let’s assume that 99.9% are equally off point…That leaves some 40 new ones every day that could be
talking about your business, engaging your employees or leaving those merger discussions you though were hush-hush.
Stephen Baker and Heather Green, in Social Media Will Change Your Business, http://www.businessweek.com , February 20, 2008
The scale value of Web 2.0
Web 2.0 is expanding as a nuclear bomb!If a content could generate some value for you that content can be used and re-used (multiplated) by more and more people without your participationThe same thing, if the content is ‘negatif’ (exemple: the video of N.Sarkozi at the Agriculture’s forum in Paris)
« ROI (Return on Investment) of General Motor’s Fast Lane blog in the first year: 99% »
Forrester Research
There is complementary value to content producers in direct distribution(end-user relationships, and no sharing revenues) Personalization is a big factor of value creation for the web2.0-based busnessesIncrementing contents in other contents (ads in videos, profiled content) or modularity of medias increases the impact of the marketing communicationReactivity to the market
The active position of the customer
One of the results of Web 2.0 is that the customer is becaming more and more active, witch could create new usages of ‘new medias’ or products.
So, in the future I imagine that active ‘client’ will experiment new uses of new product and this way create new products him-self.
Exemple: recently I was in a party where peaple didn’t put some CD in a CD player or some music on the radio, but they went to You tube and played a playlist of videos.
CD player
Video player
YouTube/online media
Use contained in the concept
New uses Web2.0-culture customers
New productsVia CRM & Marketing
Sources
Social Media Will Change Your BusinessBy Stephen Baker and Heather Green,http://www.businessweek.com/
Future of Media, Report 2007, Ross DawsonWeb2.0 Framework, Future Exploration Network,
www.futureexploration.netOnline video, Pew Internet & American Life Project
My forecast for the futureThe concepts of offer and demand will loose their sensID numbers could be replaced by an Profile in centralised social media (like Facebook), to develop all our life, adding further information (children, divources…)After some big struggle, social media will merge in one ‘Facebook’, where a person could make all: shopping, booking tickets, have some distance-learning course…Luxe will dissapear, because of the customisation: all the things we buy on Internet could be personnalized (so ‘prêt-à-proter’ will dissapear too) Firms will dessapear and will be replaced by peaple joining a group for a project; a lot of people will manage businesses from home, using consultants and integrated Project management softwear (like ERP’s)Educational levels will be replaced by modular learning ad-hoc…
Metamodel of Facebook = our future ID?
