This document provides an overview of a presentation given at the International Business School on understanding how the web changes business organization and organization of business. The presentation discusses the state of social media, presents a case study, and allows for discussion. It outlines the evolution of search industry life cycles and hype cycles. It also discusses how social technologies allow businesses to connect with consumers for collaborative efforts. The presentation addresses the impact of these changes on areas like market research, communications, and business models. It advocates for inviting both internal and external people to co-create through a platform organization model with 90% of energy coming from outside.

1. Presentation International Business School “Understanding how the web changes the organization of business and the business of organization”

2. Introduction: Who am I? GianluigiCuccureddu SMP Managing Partner 90:10 Group (Netherlands) We are a European crowd of multi-lingual, multi-national researchers, planners, brand strategists, web developers, mobile and social media specialists. We use methods of co-creation to deliver insight, innovation and action for organisations. We make your products, services and communications a better fit for the intended consumer – helping to build a better business.

3. 3 Presentation IBS| Agenda Meeting: 13:30 – 15:00 – 24th of March State of Social Media Case Discussion

4. BUT FIRST….

5. WHAT ABOUT YOU?

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7. SUPPLY

8. Evolution Industry Life Cycle 8 years on this is how the Search Industry looks Licensing of tools, outsourcing and development of internal teams is all required. Outsourcing accounts for 54% of spend. Search Engine Marketing (SEM) in its early days played on the ignorance of clients and the mystery of its success. This is sadly the case for social media now.

9. Hype Cycle mechanics

10. Future of Open Business Business open to its consumer. Social technologies offer the ability to connect with them for collaborative action in a scalable and cost efficient manner. By collaborating with the consumer you co-create your business output with them. An output they buy into. This often means cheaper and more effective service, products and communications as well as deeper consumer loyalty.

11. DEMAND

12. People have always been activists

13. With opinions With

14. BUT!

15. Then: Locally

16. Now: Globally Connected

17. They are in control.Friend or Foe.

18. TV Ads may entertain but do they convince

19. Age of innocence lost Age of Ad Innocence is lost.. Forever

20. Pull not push The User is the Destination

21. Feed Me! Getting what I want When I want Where I want How I want Result: Media Fragmentation.

22. Culture of Niche Personalisation Diversification Fragmentation The only reach is Long-tail

23. Power of Niche

24. TRANSFORMATION

25. So invite your greatest assetPEOPLE both Inside & Out Inside to Co-Create

27. Greater operational efficiencies

28. Direct and unmediated relations with consumers

29. Resulting decreased dependencies on 3rd party mediators (agencies & media owners)

30. Less message more action drivenNB: Applied to typical Product & Service Supply Chain

31. Answers Impact to Market Research Answers without questions Global real-time data Contextual social profiling Massive reduction in cost Real scale for Qual research More Answers

32. Impact on Communications Less broadcast & eyeballs More conversational No spin rather open transparency Requires engagement Requires P2P transmission Greater ROI and conversions

33. This does not mean you give everything over to the mob. No you do still have a role. Create something inviting. Curate their ideas A platform organization uses its available resources to find, connect and support those who share its Purpose. At the heart of everything we do is the ratio 90:10. We believe that every organization can be a 90:10 one. 90% of the energy behind your output coming from outside your organization with the 10% coming from your internal resources as a platform of delivery.

34. 30 Presentation IBS| Agenda State of Social Media Case Discussion

35. 90:10 Group Case

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37. 33 Presentatie IBS| Discussion & questions