Stephen Randall, CEO of Locamoda, gave a presentation at the Design Management Institute's Design/Management Annual conference about how businesses need to shift from a model of impression and passive media to one of expression, interactivity, and user-generated content using social media and open platforms. He argues that the platform itself has become disruptive and businesses risk failure if they do not engage with customers in real-time through open dialogues across connected digital channels. Randall cites the example of how Locamoda grew its Twitter followers to over 1 million in under 6 months and outlines ten signs a business truly understands this new paradigm.

1. FROM IMPRESSION
TO EXPRESSION!
STEPHEN RANDALL, CEO LOCAMODA!
Design Management Institute!
Design/Management Annual 34 !
October 20, 2009!
Cambridge, MA
EMAIL: srandall@locamoda.com
TWITTER: stephenrandall
© 2009 Stephen Randall 1

2. IMPRESSION / PASSIVE /
PUSH / MONOLOGUE /
REACTIVE / ON-DEMAND /
PULL / USER-INFLUENCED /
ACTIVE / REAL-TIME /
CONNECTED / DIALOGUE /
INTERACTIVE / USER
GENERATED / EXPRESSION
© 2009 Stephen Randall 2

3. MY GOAL TODAY…
Demonstrate why misunderstanding the impact
of social media will cost you your business.
© 2009 Stephen Randall 3

4. ITʼS NOT ABOUT TWITTER!
© 2009 Stephen Randall 4

5. ITʼS NOT ABOUT FACEBOOK!
© 2009 Stephen Randall 5

6. ITʼS NOT EVEN ABOUT MOBILE!
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7. ITʼS ABOUT CHANGING FROM THIS…!
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8. TO THIS!
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9. THE CONNECTED CLASS
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10. THE USER
GAME !
CHANGER!
HAS THE
REMOTE
CONTROL
© 2009 Stephen Randall 10

11. YOU KNOW THE STORY…!
Open!
Real-Time!
Connected!
Cross Channel!
Cross Platform!
User-Generated Content!
Web as Platform!
Personalization!
Collaboration!
Mobile!
Trust!
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12. 100 billion clicks per day!
55 trillion links!
1 trillion urls in 6,000 days!
2.3 trillion text messages per year !
2 million emails per second!
1 million IM messages per second!
65 billion phones calls per year!
Source – Kevin Kelly “The next 5,000 days” !
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13. ITʼS ALREADY CHANGED!
!
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14. HIGHLY RECOMMENDED
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15. CASE STUDY:!
(Disclaimer - itʼs a little bit about Twitter)!
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16. May 2009!
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16

17. Over 1 million
followers !
added in under !
6 months!
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18. “Your
competitors are
already there.
Your customers
have been there
for a long time.”
Business Week, February 19, 2009
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19. SO WHAT DOES THIS MEAN?!
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20. web as plat·form
The unique aspect is that
"customers are building
your business for you.”
Tim O’Reilly and John Batelle outlined their definition of
the "Web as Platform” in their opening remarks at the first
Web 2.0 conference in 2004.
© 2009 Stephen Randall 20

21. “The most
fascinating
thing about
Twitter is
not what it's
doing to us. It's
what we're
doing to it.”
Steven Johnson, Time Magazine
Cover story, June 2009
© 2009 Stephen Randall 21

22. THE
PLATFORM
IS THE
DISRUPTOR
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23. the
platform
is the
disruptor
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24. the
platform
is the
disruptor
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25. the
platform
is the
disruptor
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26. the
platform
is the
disruptor
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27. IS THE JURY STILL OUT?
© 2009 Stephen Randall 27

28. YOU KNOW YOU GET IT WHEN…
1. Your web presence is way bigger than your website
2. You’re not afraid of being authentic. Warts ‘n’ all
3. You promote/link/praise other sources
4. You don’t let negative feedback paralyze your efforts
5. You have a dialogue with your customers/audience
6. You react to your customers in real-time
7. You embrace open platforms not proprietary systems
8. You know the risk of not engaging > risk of engaging
9. You cannibalize yourself before your competitors can
10. You keep with it. Evolving, learning and leading
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29. THANKS!!
FOLLOW ME ON TWITTER!
stephenrandall
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