markets are conversations

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1 UNIVERSITY OF JOHANNESBURG 5 of September 2007 Overview of WEB 2.0 Markets are conversations Rosario Sica e-mail: [email protected]

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Page 1: Markets are  conversations

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UNIVERSITY OF JOHANNESBURG

5 of September 2007

Overview of WEB 2.0Markets are conversations

Rosario Sica

e-mail: [email protected]

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Scenario del WEB 2.0Age of “user-generated content”

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A big phenomenon: the barriers of technology fall awayThe era of “user-generated content”

Open encyclopaedia

60 mil. Access a day Over 5 mil of entries worldwide (+107%) (201.000 in Italy, + 80%). 4 million registered users

300 mil pages viewed a day(+122% ultimo anno)

7,5 mil registered users 400 million pages viewed a

day

120 mil registered users[Google bought for $1,6 Bil]

[News Corp bought for $580 Mil]

65 mil users registered

social book marking and folksonomy

( 2003)

business networking and endorsement

social broadcasting( 2004)

Social networking

[Yahoo bought in 2006]

6 mil users registered

sharing photos with people ( 2003)

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Web 2.0: overview

Web 1.0 Static view Browsing HTML

Personal site Content Mgmt system Directory / Taxonomy Top down

Web 2.0 Social platform Feed reader/Syndication AJAX/ Portlet assembled

by the user Blog Wiki Tag/Folksonomy Peer to peer

Web 2.0 facilitates collective intelligence

Collaboration, Capitalization, Knowledge Sharing, ConvergenceSource: www.oreillynet.com

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From Gutenberg to Berners-Lee Some specific phenomena

The users are the goal Target/Segment of the market Hierarchy Taxonomy Production capacity Mass market Top down/Bottom up Push

Discussions

The users are the producers Community Social Networking Folksonomy Reputation and competency Market mass Peer to peer Pull

Conversations

GutenbergThe era of mass media

Berners-LeeThe era of social networking

and conversation

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The cluetrain Manifesto

The end of business as usual Naked conversations

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Theses 1 – 6: Markets are Conversations

….95 theses…

Historically, the authors state, the marketplace was a location where people gathered and talked to each other (thesis 1): they would discuss available products, price, reputation and in doing so connect with others (theses 2-5.) The authors then assert that the internet is providing a means for anyone connected to the internet to re-enter such a virtual marketplace and once again achieve such a level of communication between people. This, prior to the internet, had not been available in the age of mass media (thesis 6.)

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The voice of the customer: market becoming conversation

Companies are developing new ways of relating to the market, thus taking the client inside the processes of communication and innovation of the companies.

This process of innovation concerns all the companies that are already using the mode of conversation with customers to gain a competitive edge and others that are using the web 2.0 to begin a new relationship with the customer.

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The phenomenon of Blog

http://news.netcraft.com/archives/web_server_survey.html

Over 50 million of Blogs (as at 09/2006). Doubling every six months

75.000 Blogs created every day

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Is it true that markets are conversations?The future of the brands is in the interactions withclients, not in the products”

The Blog of the President of Sun Microsistems, Jonathan Schwartz

http://blogs.sun.com/jonathan/

The launch of the Fiat Bravo with the conversations of clients

www.quellichebravo.it

Innovation of new product (Lego Mindstorm) with communities of customers

The Blog of the CEO of DUCATI

http://blog.ducati.com/

The company answer the case

Kriptonite http://www.blogs4biz.info/index.php?title=la_lezione_di_kriptonite_e_kensington&more=1&c=1&tb=1&pb=1

Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Hardcover)

ROBERT SCOLBE

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Is it true that markets are conversations?The future of the brands is in the interactions with clients, not in the products”

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Fiat: a case of innovation in the greatest turnaround of all time

The contest of the turnaround♦ June 2004:

10 bil. € loss in past five years Company on the edge of

bankruptcy.♦ September 2006:

Increase in sales of 21% Market share in Europe up to

7,7% Operating Margin of 1,2%

♦ December 2006: Turnover of 52 bil. €

♦ Business Plan 2007-2010: Market share in Europe over 11% Operating Margin in 2010 over

6%

Case history♦ Fiat Bravo♦ Fiat 500

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The launch of a new product based on conversations with client

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Conclusion

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The “Millennials” Generation

Born 1980 - 2000 Raised with internet Always online Multitasking is their mode of operation They prefer multimedia rather than text

– What they ask?

Working in teams in a collaborative environment Up-to-date technology A forward thinking, responsive and innovative

company

Source: Is Europe ready for the millennials? Forrest Consulting Research, November 2006

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References: Forrester Consulting Research: Is Europe Ready For The Millennials? Don Tapscott and Anthony D. Williams: WIKINOMICS Jane Klobas: Over WIKIPEDIA Clutrain Manifesto: Rick Levine,Christofer Locke, Doc Searls e David Weinberger Thomas Friedman: The world is flat David Kline: BLOG! Community management: Processi informali, social networking e tecnologie Web 2.0 per coltivare la

conoscenza nelle organizzazioni di Rosario Sica e Emanuele Scotti

http://del.icio.us http://www.oreillynet.com http://www.go2web20.net

“A computer without internet is like a paperweight .”

- e-mail: [email protected] -