2. Who is successful
today?
• Companies that utilize the long tail and
user generated content to increase sales
incentives and segmentation
• People who use social media to
communicate
• Brands are dominant the dominant player -
both for companies as well as for people -
company brands and people brands
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3. Problems companies
are facing today?
• Organizational and internal
• Technical
• Also a problem of perspective
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4. What is business
online?
• Sales
• When you think sales you think conversion
• Conversion is a purchase event of a
product of some kind
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5. Social media conversion
doesn’t work this way!
• The user is not a searcher, she is a browser
• You cannot sell effectively to a browser - banners
have proven this time and time again
• In order to be successful you will have to divide
your sales process into levels where you develop a
customer relationship over time
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6. Value Ladder
Returning
Customer Investment
in
Time
Lead or
Money
Prospect
Suspect
Customer Value
7. Before you do this however you have to
be prepared to do two things
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8. General rules of
success
• Be honest in what you do
• Don’t do things you don’t have time to do
• Don’t try to bend the truth, but tell it as it is
• Never break a promise
• If you said you would be there, then be there
• If you build a product, then let it be that product
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9. Most of you are not even there yet.
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11. Three things
• Emergence of Agent/Broker societies
• Education & Hiring
• The data driven web
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12. 1. Agent/brokers
• Everyone is producing content today
• Few or none are earning any money
• This is not durable
• What the web needs is social commerce
• Emerge: Independent agents and brokers
selling real stuff produced by people
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13. 1. Agent/brokers
• Why do I say this?
• The price of eCommerce is drastically decreasing
• Payment solutions are becoming well known,
trusted and virtually free to use
• What you need is supply and entrepreneurs
• Both of these groups are getting it!! So it is just a
matter of time
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14. 1. Agent/brokers
• What’s your opportunity?
• Give your products legs - split them into smaller
components
• Co-brand your brand with people - not with a
store
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15. 2. Education & Hiring
• The web is becoming language independent
• This gives access to a lot of knowledge
• The price of knowledge goes down
• The price of creativity goes up
• How do we educate and hire creative
people?
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16. 2. Education & Hiring
• What is your opportunity?
• Do not pay for knowledge, pay for
creativity and solutions.
• You can have a specialist at every single
position of your company without prices
sky rocketing
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17. 3. Data driven web
• What is the data driven web?
• Today we have documents that we give a specific
URL so that people can find them online
• The data driven web makes all of the words in
your document linked to related data that
describes them
• Complicated -- YES!!
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18. 3. Data driven web
• Example:
• You want to find all the restaurants in a city that is
liked by people who have similar taste as you
• Components
• City
• Liked restaurants
• Similar tastes
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19. 3. Data driven web
• Today we have a web consisting of content,
people and the links between them
• Tomorrow we will have a web that consist
of people, content and the data that relates
them to each other
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20. 3. Data driven web
• What’s the opportunity?
• What would you use all available
information in the world to create?
• Again -- Creativity...
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