The slides I use for my guest lecture for the Sustainable Business Game organized by Delft Centre for Entrepreneurship (university of Delft

1. Social Media – Down the Rabbit Hole Rick Mans - Social Media Evangelist

2. The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well. Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next. First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

3. Average 18% revenue growth during the crisis

4. Background In 2006 and 2007, mainstream media caught on to Web 2.0, driven in large part by major acquisitions in the space — News Corporation bought MySpace.com for $580 million in 2005, and Google bought YouTube for $1.65 billion in Google stock in late 2006. There are now almost daily articles in publications like The Wall Street Journal, The New York Times, and BusinessWeek touting the virtues of, marking the stumbling blocks for, and explaining how businesses and consumers alike should approach Web 2.0. Time Magazine even went so far as to declare “You” the Time “Person of the Year” for 2006 as a result of Web 2.0- enabled communities and collaborators. Background Hype In 2005, the term Web 2.0 took off, giving a name to a nascent product category and a marketing lift to fledgling vendors. Dense or imprecise definitions of the phenomenon also gave rise to opportunistic startups looking to ride the wave of giddy exuberance. In all, Google now turns up more than 18 million hits for “Web 2.0;” the O’Reilly- and CMP-hosted Web 2.0 Summit and Web 2.0 Expo are among the most popular tech conferences today; and, in 2007, the World Economic Forum in Davos, Switzerland, held a series of panels on the impact of Web 2.0. Business Adoption Businesses have by no means sat on the sidelines these past four years. Large enterprises such as McDonald’s, Northwestern Mutual Life Insurance, Wells Fargo, and General Motors have all made heavy use of Web 2.0 technologies for customer and prospect outreach, as well as internal worker productivity and collaboration. The rest of the market is quickly catching up — 56% of North American and European enterprises consider Web 2.0 to be a priority in 2008, and adoption of major Web 2.0 technologies is expected to grow at a healthy clip as a result. Media Coverage

5. Hype Cycle for Social Software

6. The worldalwayschanges

7. Social tools a disruptive technology? Managers were afraid Excel was to stimulate workers to make sports- or grocery lists during work hours

9. Going from a Web of connected documents to a Web of connected data

10. Less of a catalog and more of a guide

12. Modularity and Open Source provides the basis for continuous improvement

13. Widespread participation through ease of use: people creating the content

14. Fast, interactive, and personalized

16. Setup of protocols, standards and languages

17. Creation of Web sites, Web browsers and key portals by organizations

18. Internet access through Internet Service Providers Time

19. I don't believe there's an atom of meaning in it. http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

20. Just don’t do versioning

23. Younger techno savvy generations pioneer the use of personal networks and viral communication.Source: Forrester (2006) – Social Computing.

24. Another big switch Read Read / Write Traditional media Google search Flickr Mainly Broadband Mainly narrow band Alternative media netvibes Publishing is complex and limited to few traditional media and online merchants Value is created by aggregating content (portals) Wikipedia Easy and free publication for all Value is generated by tools allowing to publish easily 2004 2005 Broadband is (becoming) a right in Spain and Finland

25. On a Global Scale, Internet Adoption Has Been Quite Significant 100 billion Number of clicks per day55 trillion Links on the Internet 5%Percentage of global electricity used for the Internet 90 trillion Number of emails sent in 2009 81% Percentage of emails that were spam 200 billionNumber of spam emails per day (assuming 81% are spam).1 million IM messages per second 8 terabytes Traffic per second 234 million Number of websites as of December 2009 47 millionWebsites added in 2009

26. Social Media statistics 24 – Hours of video uploaded every minute onto YouTube 600k - new members on Facebook per day 900.000 -The number of blogs posts put up every day 700 million – The number of photos uploaded per day on Facebook 400 million – People on Facebook. 50% – Percentage of Facebook users that log in every day. 500,000 – The number of active Facebook applications. 84% – Percent of social network sites with more women than men. 1,73 billion – Internet users worldwide (September 2009). 18% – Increase in Internet users since the previous year. 126 million – The number of blogs on the Internet (as tracked by BlogPulse). 27.3 million – Number of tweets on Twitter per day (November, 2009) 57% – Percentage of Twitter’s user base located in the United States. 5 million – People following @britneyspears (Britney Spears, is Twitter’s most followed user).

27. THE END OF THE WEB AS WE KNOW IT http://www.flickr.com/photos/naturalturn/3264726560/

33. Social Media is a set of communication and collaborationtechnologiesadoptedbypeople in theirdaily lives Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests

34. Social Media is: Humaninteraction in a virtualworld

35. Who are YOU?' said the Caterpillar. This was not an encouraging opening for a conversation. Alice replied rather shyly, 'I -- I hardly know, sir, just at present -- at least I know who I was when I got up this morning, but I think I must have been changed several times since then.' http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

36. Yourgeneration Generation Y, The Millenials, Digital Natives… the futuregenerations are infinatelyconnected, born and raised digital, and favourvaluessuch as connectedness / community, environmentalawareness, authenticity, freedom and friendshipabove all else. What does thismeanfor a company Cut and paste Generation: Today’syouthcreatetheirownauthenticstylebutcombining different styles. Generation Search: S=searching and sharing, E=equilibrium, A=achieving, R=rules, C=commitment, H=harmony. My Media Generation: Today’syouth have threebasicneeds: community, selfexpression and personalisation; the first 'global' generationThatcancustomizeeverything to itsown taste and wants. GenerationEinstein: Todaysyouth is smarter, stronger and more social: the firstpositivegeneration!

37. Generation V Generation Virtual is used to describe a growing online culture in which people participate, often anonymously, through personas in a flat, virtual environment. Generation Virtual is not defined by age, gender, social demographics or geographic location. It is based on demonstrated accomplishments (merit) and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights. The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087

38. Or in a more visual wayMultiple Online Personas gender accomplishments demonstrated achievement use of digital media age social demographic geography “Twitterati” “Clouderati”

39. Netocracy A portmanteau of internet and aristocracy, netocracy refers to a perceived global upper-class that bases its power on a technological advantage and networking skills, in comparison to what is portrayed as a bourgeoisie of a gradually diminishing importance.

40. Consumerson the Web 2.0

42. But then, shall I never get any older than I am now? That'll be a comfort, one way -- never to be an old woman -- but then -- always to have lessons to learn! http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

43. Teensaren’tthat Internet savvy

45. Social media usage has gone mainstream attracting the older age groups as well Social media use 18 24 30 18 24 30 40 50 18 24 30 40 50 65 years old Distribution of Ages of Facebook Users, Worldwide, January 2005-09 In the US, 41% of Facebook users in March 2009 were between 25-44 years old 15% 10% 5% 5% January 2005 January 2007 January 2009

46. Facebook getting older, Twitter getting younger Facebook is seeing a strong rise in activity from an older demographic… …While Twitter appears to be exhibiting the opposing trend Facebook Users by Age (%), US, Oct 2007 – July 2009 Unique Visitors by Age (%), US, July 2008 – July 2009 Source: Nielsen, Global Faces and Networked Places, March 2009; Comscore press releases Note: Member Community implies Social Networking and Blogging websites

47. "Take some more tea," the March Hare said to Alice, very earnestly. "I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more." "You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

49. The LONG TAIL of music

51. 65% of the people believe that there is an advertising flood on TV

52. 56% of the people avoid purchasing products from heavy advertisers

53. Every $1 spent on advertising results in a sales return of meager 54 cents

54. Only 18% of TV ads generate positive ROI for companies% Percentage growth in 2008 Local TV Magazines Audio Newspapers Network Consumer media consumption habits are radically changing

55. 25 The rise of social media Social communities are attracting a significant part of consumer time spent online Internet use is growing exponentially, while use of all other media is stagnant or shrinking “In a typical week, how many hours do you spend on each of the following?” Time Spent (hours per week), US % Change (2004 to 2009) Videos/Movies 0 % Watching TV Member Communities Search E-mail 117 % Using the Internet -18% Listening to the Radio -17 % Reading Newspapers -6 % Reading Magazines Hours per week 2004 2009 Base: 230,000 US Internet Users and 30,000 sites Base: 47,496 US Adults Time spent online will continue to increase as all other forms of media are being made available online. Subsequently, social media will follow as it is a global media distribution hub. Source: Forrester, “The State Of Consumers And Technology: Benchmark 2009”. Nielsen: The Global Online Media Landscape, April 2009.

56. Social networking websites have evolved from basic one-to-many text communication tools to highly interactive platform-agnostic services 1995-02 2007-08 2009 2005-06 2004-05 2003-04 Bulletin BoardsBasic one-to-many text communication forums Have largely remained the same Profile & Content-based Social Networks Many to many communication platforms Microblogging based Social Networks Communication through status updates Mobile Social NetworksSocial networking on the mobile platform Pervasive Social Networks Across platforms such as TV and gaming consoles

57. What is your business model

59. Movies and TV shows cost less to watch. I used to pay Comcast about $60 per month for basic cable service. I ditched the service more than a year ago and watch TV programs through a variety of Internet based services such as Hulu.

60. Newspaper and magazines are available online for free. I used to subscribe to daily newspapers and many magazines. I don’t anymore yet I get nearly the same access to those products for nearly free - just the cost of my ISP.

62. YourBrainCanOnlyHandleThisManyFriends 150

63. In marketing or politics, the weak ties enable reaching populations and audiences that are not accessible via strong ties. The Strength of Weak Ties – Mark Granovetter

64. 1000 True Fans http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php

65. I prefer to make other people famous, as it scales better. Makeitscalable

66. "Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

70. Create an environment that promotes and enables co creation

74. Youshould have started 6 monthsago Ifyou want to have successwithsocial media right now

76. everything you do should at least create the beginning of a relationship Whenyou are in social media

78. If you don’t understand the web and strategic application as a marketer, PR professional or member of the media, it shows you don’t care. There’s no way around this, if you truly cared about your profession and craft you’d embrace what’s new and ultimately better as opposed to rallying against it or outright ignoring the market. The web isn’t new or novel, and if you think it is you’ve been too stuck in your ways to see the most clear trend of the last century. Analog has no future in a connected society. If You Don’t Embrace The Web, It Shows You Don’t Care

80. People trust people Teens don't hate advertising, but they rely more on friends. More than twice as many teens as adults — 38% versus 17% — say advertising helps them decide what to buy. That may sound encouraging, but marketers must also take into account that, at the same time, nearly twice as many teens as adults (47% versus 25%) rely on recommendations from friends and family. They are also far more likely to spread the word about products they like (67% versus 39) Blending advertising with social marketing is absolutely critical for marketers targeting this segment.

81. "You've got no right to grow here," said the Dormouse."Don't talk nonsense," said Alice more boldly: "you know you're growing too." "Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion." http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

82. 5 Social media websites are fast overtaking traditional sites and online activities Take up a significant time of online use And are forever changing the ways the world communicates Social media websites have penetrated the Top 10 in traffic Usage across the US, Europe, Australia and Brazil Global online usage, 2008 Users in Mn 22% +31% +21% 35% 16% 6% 14% 8% Category did not exist 4 years ago Communication Social Communication Entertainment & Leisure Shopping & Travel Social Network Use Email Use Business & Education Other 2009 2008

83. Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010 2005 2007 2009 2010? MSN Groups MySpace Facebook Facebook 1 Classmates Facebook MySpace Twitter 2 AOL Hometown Classmates Twitter MySpace 3 MySpace Windows Live Classmates LinkedIn 4 Windows Live AOL Hometown Linkedin Classmates 5

84. The World is NotAbout Facebook

85. " I have an excellent idea. Let's change the subject. “ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

87. Evolution of Marketing “ Personalized Internet” Traditional Marketing “Pre Internet Explosion” “The World is Online” One-way communication One-way communication Two-way communication TV, Radio, Newspaper, magazines, Direct Mail, etc. Paid placement online, paid search listings, online classifieds, etc. Communication Social Media Company Company Company Consumers Consumers Consumers Highest Lower than in the previous scenario Lower than in the case of traditional marketing Cost Consumers can only look and listen High; consumers connect both with companies and each other Low; ads appear by specific searches and “clicking” may offer more info Level of Interaction Reach/Scope Narrow; more focused on specific consumer interests Narrower; personalized and custom tailored content Wide; usually geared for the general public

89. Number of unique visitors

90. Number of subscribers

91. Ad impressions

92. Number of referral

93. Number of comments

94. Time spent on website

95. Cost per click

96. Cost per action

97. Satisfaction with brand

98. Willingness to recommend

99. Frequency of visit

100. Variation in the amount of purchase over time

101. Return on marketing objectives

102. Sales impact from an initiative

103. Customer profitability

104. Number of people exposed to the social media activity

105. Consumers feeling about products and services

106. Consumer attitude and behavior towards marketing activities

108. Allows comparison with competitors as most companies reveal it

109. Cost comparisons with other online tools / channels

110. Long-term view on consumer attitude and behavior

112. Lacks the long-term view on consumer attitude and behavior

113. No insights about effectiveness of different media channels

114. No insights on consumer sentiments, need accurate financial info to build this metricsMarketers must go beyond traffic to measure ROI and should develop a collaborative approach in line with company’s objectives Source: The Interactive Marketing Metrics You Need: Forrester

116. The market for virtual goods in the US is estimated to double to over $2 bn in 2010

117. The virtual goods space is already witnessing significant activity:

118. EA purchased Playfish, a social gaming developer for $275 Mn in Nov 2009

119. Zynga, makers of popular games such as Farmville, raised over $180 Mn on an estimated revenue base of over $300 Mn

120. Internet advertising is showing signs of decline, forcing developers to push for paid approaches:

121. Social gaming firm Crowdstar abandoned in-game ads in favor of virtual goodsSource: eMarketer, “Worldwide Social Network ad spending”, Mar 2009; Piper Jaffray, “Pay to Play: Paid Internet Services”,July 2009; Reuters, “Virtual goods give Web firms new revenue in ad slump”, Dec 2009 Note: a) Paid services include membership fees, premium features and virtual goods

122. Subscription based models are emerging as a viable option for niche social networks Although paid subscribers form a minority on niche social networks such as Xing… …However, they contribute the bulk of the revenues through subscriptions Revenues by Segment, Euro (Mn), Xing, Q2 08 – Q2 09 User Split Between Free and Paid (Mn), Xing, Q2 08 – Q2 09 Over 75% revenues of popular business-user oriented social network, LinkedIn, comes from paid products. Source: Capgemini TME Strategy Lab analysis; Company websites and annual reports

123. Increasing consumer need to access social networks on-the-go will drive higher adoption of social networking on the mobile platform Mobile Content Consumption Preferences, Survey Results, US, 2009 Global Mobile Social Networking Sessions (Millions), 2008-2013E CAGR 50% Source: Capgemini TME Strategy Lab analysis; Informa,” Mobile Social Networking Forecasts”, 2009; Comsore MobilLens through Morgan Stanley, “Mobile Internet Report”, Dec 2009

124. Consumers are rapidly scaling up their usage of social networking on the mobile Consumers are increasing their consumption of social networking on the mobile Networks such as Facebook are now seeing significant traffic from their mobile users Mobile Internet Audience Growth, % of Market1, UK, May 08-09 Usage per day (Mins) and Visits per day, Facebook-on PC and Mobile, UK, 2009 27% 150% PC Mobile Increased usage of social networking on the mobile platform is likely to drive mobile data traffic Note: 1) % of total market refers to the number of mobile users using mobile Internet services during the three-month periods ending May -8 and May-09 Source: Comscore, “Social Networks on the Move”, Sept 2009

125. In the process, they have also succeeded in weaning away users from traditional horizontal portals Share of Online Time Spent (%), Global, June 2006-June 2009 Source: Comscore through Morgan Stanley, “Economy and Internet Trends”, Oct 2009

126. " Sentence first -- verdict afterwards.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

127. Twitter 'costs British economy £1.38bn'

128. Twitter joke led to Terror Act arrest and airportlife ban

129. Nathalie Blanchard

130. Gunsdon’tkillpeople

131. Whatguns do

132. Earthquake in China 3 minutes VS 3 months

133. Twitter 'costs British economy £1.38bn' Talking about last night's Eastenders costs British economy £1.38bn Eating biscuits costs British economy £1.38bn Unjamming the photocopier costs British economy £1.38bn

134. " Off with her head!” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

135. Social media as killer feature forMotrin The ad What happened Wearing your baby seems to be in fashion. I mean, in theory it’s a great idea. There’s the front baby carrier, sling, schwing, wrap, pouch. And who knows what else they’ve come up with. Wear your baby on your side, your front, go hands free. Supposedly, it’s a real bonding experience. They say that babies carried close to the body tend to cry less than others. But what about me? Do moms that wear their babies cry more than those who don’t. I sure do! These things put a ton of strain on your back, your neck, your shoulders. Did I mention your back? I mean, I’ll put up with the pain because it’s a good kind of pain; it’s for my kid. Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why. It all began with an online ad posted Saturday (15 november 2008) on the company’s website. It was about “baby wearing” — i.e. carrying a child in a sling or a wrap, rather than pushing them in a stroller or carrying them in your arms. For some parents it is something they do simply because it works. For others it goes far deeper than that — part of a philosophy of being close to the baby whenever possible. Developments By Saturday evening they were the most tweeted subject on Twitter. By Sunday there was a nine minute video on YouTube, to the tune of Danny Boy, showing screen shots of the outraged twitter posts interspersed with photos of Moms carrying babies in slings. Bloggers began calling for boycotts. Bloggers asked their readers to alert the mainstream press. By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn’t know a lot about Twitter and didn’t seem to have a clue that there was so much anger piling up online http://parenting.blogs.nytimes.com/2008/11/17/moms-and-motrin/

136. HowdidMotrinrespond Developments By Sunday evening the ad was taken offline by McNeil Consumer Healthcare, the maker of Motrin. The response I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters. We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution. -Kathy Kathy WidmerVP of Marketing - Pain, Pediatrics, GI, SpecialtyMcNeil Consumer Healthcare # times Motrin was mentioned Motrin peaked on Twitter http://parenting.blogs.nytimes.com/2008/11/17/moms-and-motrin/

139. Sony Fake fan blog: http://www.alliwantforxmasisapsp.com/blog/ A poorly disguised marketing effort—the URL was registered to Zipatoni (PR firm). After discovery Sony responds: “Charlie” keeps posting his denials, in pseudo hip-hop speak. More than once he writes, “yo where all u hatas com from... juzcuz you aintfeelin the flow of PSP dun mean its sum mad faek website or summ... youall be trippin.” “Busted. Nailed. Snagged. As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony. Guess we were trying to be just a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP. Sony Computer Entertainment America.”

140. Ketchum and FedEx This particular Twitter posting came back to bite the agency person from Ketchum (New York office) who made some unflattering remarks about Memphis this morning before he presented on digital media to the worldwide communications group at FedEx (150+) people. Not only did an employee find it, they were totally offended by it and responded to the agency person. The kicker is that they copied the FedEx Coporate Vice President, Vice President, Directors and all management of FedEx’s communication department AND the chain of command at Ketchum. Mr. Andrews, the Ketchum presenter, did not take into account that many FedExers are native Memphians and are fiercely defensive of their city and their company.

141. "Door: Why it's simply impassible! Alice: Why, don't you mean impossible? Door: No, I do mean impassible. (chuckles) Nothing's impossible!" http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

143. Facebook increased traffic to Animoto 120x Amazon EC2 easily scaled up and down to handle additional trafficPeak of 5000 instances Number of EC2 Instances Launch of Facebook modification. Steady state of ~40 instances 4/12/2008 4/14/2008 4/15/2008 4/16/2008 4/18/2008 4/19/2008 4/20/2008 4/17/2008 4/13/2008

144. And have a 400% increase in ROI Spendyour budget on different media

145. Beinggirl Procter & Gamble's Being Girl community is an online community targeted at young girls. P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them. What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.

146. 1.73 billion Internet users Get to youraudience

147. Almost 25% of the Internet users have a Facebook account Facebook couldbeinteresting

148. "But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

149. It’s big business on Facebook Curling

151. 639.552 fans?

152. Monetization

153. Ernst & Young can reach out to more than 35000 potential new hires and recruiters on Facebook within minutes.

154. Facebook as an Intranet

155. Identity? Facebook Connect!It’s the social graph that counts!

156. Buildyour platform on a platform

157. Farm withyourfriends

158. "Now, I give you fair warning," shouted the Queen, stamping on the ground as she spoke; "either you or your head must be off, and that in about half no time! Take your choice!" http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

159. H&M Rumorsabout H&M is throwingawayunused and unsoldclothes 1299 respond to these rumors (negatively!) 400 people ‘Liked’ the respons of H&M H&M reply was effective to prevent a disaster

160. The White Rabbit put on his spectacles. "Where shall I begin, please your Majesty?" he asked."Begin at the beginning," the King said gravely, "and go on till you come to the end: then stop.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

161. It starts with a relationship Networkeffects

162. Ford 100 Fiestas 37% of Generation Y 25% marketing spendonsocial media No Governmentloan

163. Dell In June PC firm Dell revealed it had made a total of $3m from activity on the micro blogging service. Of that $2m was made directly and another $1m was accounted for when traffic to Dell.com was factored in. The $3m included both 2007 and 2008 when there was minimal Twitter activity, but the 2009 figure ($6.5m) shows real growth that has come during the year the number of people using Twitter within the Dell organisation has increased to somewhere between 100-200.Some of the strongest growth Dell is seeing is coming from emerging markets. It highlighted Brazil as one area it was doing particularly well. Dell's operation in Brazil via its @DellnoBrasil Twitter account has generated $800,000 in eight months of activity.

164. Recession case 99 cents Got coverage on Geardiary, Gizmodo, Engadget, TechCrunch, CNET, Mashable and many more big blogs Result: Broke site traffic record by five times All time revenue record Facebook and Twitter traffic skyrocketed In four days 7000 cases

165. Blendtec BlendTecincreased its sales by 20% by running the often humorous "Will it Blend" Videos on YouTube, blending everything from an iPhone to a sneaker.

166. Alice: I'm sorry I interrupted your birthday party.March Hare: Why my dear child this is not a birthday party.Mad Hatter: Heavens no. This is an unbirthday party!Alice: Unbirthday? I'm sorry, but I don't quite understand.March Hare: It's very simple. Now, thirty days has Septem -No. wait... An unbirthday, if you have a birthday, then you - [laughs] She doesn't know what an unbirthday is!Mad Hatter: You see, you have 1 birthday a year, how silly, but you have 364 UNBIRTHDAYS each year. Today's our unbirthday.Alice: Why, I believe it's my unbirthday too!Mad Hatter: What a small world!! http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

167. MakeitanunbirthdayeverydayforyourcustomerS

169. Nike and Apple mashup addresses the community of runners

170. Lego allows customers to design their own LEGO pieces

171. Enter new markets

172. Increase customer satisfaction

174. Actual printing of the roof foil is only available in Italy as of December 2007 for 400 EUR, roll-out in Germany and the rest of Europe is planned

177. Nike+ was born as a multi-channel, multi-sensory marriage of Nike and Apple technologies

179. Delivers increased value to Nike users through a unique way of collaborating

180. Engages current and prospective Nike users with uninterrupted and targeted advertising

181. 20% reduction in ad budgets as Nike is moving towards developing its own media network through such technological endeavorsI II III III II I Source: MRD Lab Analysis. Nike+ website. ‘Nike does business 3.0’ Phill Butler, 2007.

183. These groups maintained large online presence; operated independently of the company; exchanged and showed creative toy designs and models amongst themselves

185. Other users on the site can buy uploaded designs in the gallery, and will receive both the bricks for the model as well as the building instructions

186. Through the Lego Factory, the company has taken a step further in the evolution of user involvement, building strong brand relationship

187. The initiative has created high levels of awareness and interest with the consumers

188. The initiative has put Lego a step ahead of competition by moving out of closed proprietary content mode and involving fresh ideas from consumers and community for New Product Development

189. Users interested in custom-designing their own Lego models have to download and install the ‘Lego Digital Designer’ –

190. In the designer, the user can drag and drop to create a virtual toy design

191. Once the user has created a design, he can upload the same to the online gallery

192. Lego approves all designs before they are added to the online gallery, to filter out models for appropriateness for all age groupsSource: MRD Lab Analysis. Capgemini, “ECR Europe Conference: Future Consumer Presentation”, May 2008. coBrandit.com, “Lego Co-creation Presentation by Mark Hansen: Video”, September 2006. Crowdsourcingdirectory.com, “Co-Creation in Lego Factory”, September 2007. European Centre for the Experience Economy, “Lego’s participative army marches on”, April 2008.

194. Boeing used co-creation to reduce development time of new airplane models

196. Single vendor strategy

197. Open industry standards

198. Modular architecture

199. The portal is expected to have advance features such as:

200. RSS Feeds : integration of any content in any context

201. Personalized news : subscription, alerts: Filter information flows according to business needs

202. WorkSpace (sharing): share documents and knowledge

203. Forum: to discuss topics globally, or locally (based on restricted groups or as part of your Intranet-Portal / article)

204. Wiki: to enable editing and modification of articles with reduced workflow

205. Networking / About Me / My Profile: To enable find colleagues with common profiles, projects and interests

207. The Company initiated a corporate intranet improvement project with the aim to:

208. Personalize the intranet:

209. Provide customized information based on a user’s affiliation to a business unit

210. Provide options to personalise users’ information environment to better suit their needs

211. Provide faster and easier access to the intranet

213. Greater sharing/reuse of intellectual capital and increasing collaboration will enable better and faster business results

215. TechnoVision Technology Cluster: Process on the Fly

220. Proctor & Gamble now generates 35% procent of new product features through crowdsourcing

223. generate new designs

224. evaluate submitted designs

225. sell products via affiliate marketing systems

226. THREADLESS: A community-based tee shirt company with an on-going, open-call for design submissions, most voted designs are produced

228. Facilitates early customer commitment thus reducing new product development risk

229. Offers ‘exclusivity’ phenomenon to customers as only the ordered few number of tee shirts in a span of two weeks are produced

230. Eliminates waste and ensures low inventory as production begins once the order is placedSource: MRD Lab Analysis. Threadless website. Look Zippy website. “Collective Customer Commitment and Crowdsourcing: How Look-Zippy is bringing the Threadless model to the next level”, 2006.

233. Their R&D productivity had leveled off, and innovation success rate had stagnated at about 35%, whereas innovation costs were climbing faster than top-line

235. R&D productivity increased by nearly 60%

236. R&D investment as a percentage of sales is down from 4.8% in 2000 to 3.4% in 2006

237. P&G’s average two-month cycle of generating physical prototypes and testing them with consumers has reduced to around 24 to 48 hoursP&G’s 7500+ R&D team work on solutions suggested and with internal communities INNOVATIONS In Areas Of Packaging, Design, Marketing Models, Research Methods, Engineering, Technology, Etc Source: MRD Lab Analysis. Harvard Business School, Working Knowledge, “P&G's New Innovation Model”. Leveraging Ideas for Organizational innovation Blog, Dr. Kevin Desouza, “ Connect & Develop Innovations the P&G Way”. P&G, “P&G Connect & Develop – Brochure”.

238. So she sat on, with closed eyes, and half believed herself in Wonderland, though she knew she had but to open them again, and all would change to dull reality--the grass would be only rustling in the wind, and the pool rippling to the waving of the reeds--the rattling teacups would change to tinkling sheep-bells, and the Queen's shrill cries to the voice of the shepherd boy--and the sneeze of the baby, the shriek of the Gryphon, and all thy other queer noises, would change (she knew) to the confused clamour of the busy farm-yard--while the lowing of the cattle in the distance would take the place of the Mock Turtle's heavy sobs. Lastly, she pictured to herself how this same little sister of hers would, in the after-time, be herself a grown woman; and how she would keep, through all her riper years, the simple and loving heart of her childhood: and how she would gather about her other little children, and make their eyes bright and eager with many a strange tale, perhaps even with the dream of Wonderland of long ago: and how she would feel with all their simple sorrows, and find a pleasure in all their simple joys, remembering her own child-life, and the happy summer days. http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

239. Alice laughed. “There's no use trying,” she said “one can't believe impossible things.” “I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

240. Rick Mans rick.mans@capgemini.com+31 6 512 10 144http://twitter.com/rickmanshttp://www.linkedin.com/in/rickmans