I was invited by the International Association of Bussiness Communicators to talk about how social media (Web2.0) is changing their landscape

1. implications of Web2.0 for communicators Alexander Osterwalder, PhD [email_address] Geneva, 15. Mai 2007

2. what are your worst professional fears as a communicator regarding the Web(2.0)?

3. what are your hopes as a communicator regarding the Web (2.0) ?

4. what does the web2.0 world look like today?

5. When people talk, listen completely. Most people never listen Ernest Hemingway (1899 – 1961)

6. the cost of creation and distribution has collapsed 1

7. “ near professional” technology costs nothing

8. content manipulation is becoming ever simpler and accessible

9. distribution is essentially free

10. plentiful, cheap, but of low nutritional value…

11. … but some stand out!

12. passionate people are creative +/-

13. much more creative resources to come

14. we live in an era of participation 2

16. blogs have democratized publishing

17. RSS & aggregators

19. (peer-) rated content enforces meritocracy

21. when it’s made easy people care

22. power law of participation (Ross Mayfield)

23. a lot of what matters to your business happens outside your control… 3

24. … and it happens faster and faster

25. [source: Fortune, 2005]

26. employee bloggers

28. customers increasingly share their experiences online

29. 526 comments !!! to Jeff Jarvis’ post about his Dell machines

30. what are customers saying about your company?

31. co-creating value leverages resources 4

33. Goldcorp crowd-sourcing

34. IBM innovation jam

35. from copyright to creative commons

36. multi-media content syndication

37. collective intelligence is often superior to expert knowledge 5

38. wikis vs.

39. from taxonomy to folksonomy by tagging

40. prime time is dead 6

41. one size fits no one

42. niche communities are blossoming

43. from bloated head to the long tail

44. people carefully cultivate their online existence 7

45. creating identity online: myspace.com

46. exhibitionism

47. me, myself and I…

48. networks rule 1 + 1 = 3 8

49. online social networking leverages your impact connectors / mavens / salesmen

50. plug & play: connecting applications in mash-ups

51. markets are conversations 9

52. from anonymous organizations to…

53. … conversations & relationships

54. Irving Wladawsky-Berger, IBM, VP Technical Strategy and Innovation

55. “ in-world” interviews in an auditorium…

57. Web2.0 business readiness self assessment canvas we don’t care we excel at this we’ve started I H G F E D C B A 5 + 4 3 2 1 - we relate to our customers on a personal level we leverage our networks we know the online identities our customers cultivate and understand them we know the online communities related to our brand and listen to them we tap into internal/external collective intelligence to leverage our resources we integrate people outside our company to co-create business value we know the online areas outside of our control that (could) impact our brand we help customers actively participate in creating our brand we know where our customer post home made ad-hoc content about us

59. Alexander Osterwalder, PhD [email_address] www.arvetica.com

60. When you stop learning, you stop competing. We scan the knowledge universe for you, across disciplines and industries. We transfer the best methods, tools and theory in business to your organization. we build knowledge Change does not happen accidentally it has to be managed. We help you align strategy, people and processes with respect to your organizational culture and values. we manage change Specific problems require specific skills that you do not necessarily dispose of in-house. Through our interdisciplinary network we connect you with leading domain experts. we connect Having a great vision is not sufficient - implementation counts. We help you reconcile long term views with short term actions. We make strategy everyone's job by translating it into pragmatic and prioritized projects. we operationalize Nobody knows your business environment better than yourself. We co-design your strategic vision by building on your knowledge. Through group thinking we find the right answers to the right questions together we co-create