Collective Intelligence Framework in Networked Social Movements
MARKETING IN THE AGE OF NETWORKED INTELLIGENCE · MARKETING IN THE AGE OF NETWORKED INTELLIGENCE ....
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Google Confidential and Proprietary September 12, 2013 Don Tapscott MARKETING IN THE AGE OF NETWORKED INTELLIGENCE
Transcript of MARKETING IN THE AGE OF NETWORKED INTELLIGENCE · MARKETING IN THE AGE OF NETWORKED INTELLIGENCE ....
Google Confidential and Proprietary
September 12, 2013
Don Tapscott
MARKETING IN THE AGE OF NETWORKED INTELLIGENCE
Wikinomics
2007
The Current
Crisis
MacroWikinomics
2012
A Turning Point in History: Rebooting our Institutions
Age of
Networked
Intelligence
Industrial
Age
Agrarian
Age
Printing Press Internet
THE
TECHNOLOGICAL
REVOLUTION
Drivers for Change
BROADBAND MOBILITY WEB SERVICES Taxonomy of the
Social Web
Brazilians are more connected than ever
•
Source: Ibobe 2012, comscore e OMB, Teleco
100M users online
20M broadband access
51M smartphone
86% of smartphones users access
internet everyday
6bi of videos watched per month on
YouTube
E-commerce continues to grow
R$12,7bi of revenue in the 1o semester of 2013 (+24% vs 2012)
46M of e-consumidores
3,6% M-Commerce (volume transactions)
R$359,5 average ticket
Fonte: Webshoppers 2013
THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
Drivers for Change
Growing Up Digital
1997
Grown Up Digital
2008
The Louder Echo
Digital Natives:
The Net Generation
The Net Generation
The Net Generation Norms
1. Freedom
2. Customization
3. Scrutiny
4. Integrity
5. Collaboration
6. Entertainment
7. Speed
8. Innovation
THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
Drivers for Change
Population pyramids differ greatly across countries
Population pyramids differ greatly across countries
Demographic Reversal: Global Increase in Urbanization
The Rise of Collaborative Communities
New Models of Citizen Engagement: Wikinomics and Obama
The Arab Spring
THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
THE
ECONOMIC
REVOLUTION
Drivers for Change
The Economics of Collaboration: New Competitive Space
The Economics of Collaboration: New Competitive Space
Business
Webs
Extended
Enterprise
Industrial Age
Corporation
VALUE
CREATION
Mass
Collaboration
Physical Financial Networked Intelligence CRITICAL RESOURCES
Self-
Organization
Traditional
Hierarchy
A 50-year-old mining
company creates an
Ideagora (open market
for uniquely qualified
minds) to explore the
extent of a rich new find.
Ideagoras (Open Markets for Innovation)
Inno-360.com
Ideagoras (Open Markets for Innovation)
Drivers for Change
THE
TECHNOLOGICAL
REVOLUTION
THE NET
GENERATION
THE
SOCIAL
REVOLUTION
THE
ECONOMIC
REVOLUTION
A Burning Platform for Change
Five Principles for Marketing in the New Age
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Stage
Experiences
Make
Goods
Deliver
Services
Customization
Commoditization Commodities
Extract
Stage
Transformations
Customization
Customization
Commoditization
Commoditization
Source: B. Joseph Pine II and James H. Gilmore,
The Experience Economy: Work Is Theatre & Every Business a Stage,
(Boston: Harvard Business School Press, 1999), p.72. © 1999 Strategic
Horizons LLP
Consumer Experiences Transformational Relationships
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Consumer Experiences
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Anyplace
Online Everywhere
44 | © 2012 The Tapscott Group. All Rights Reserved.
Place is still important
mint.com
Anyplace
46 | © 2012 The Tapscott Group. All Rights Reserved.
metail.com
Anyplace
grocerygateway.com
Anyplace
Anyplace
google.com/glass
Anyplace
mint.com
shop.ca
ups.com/mychoice
squareup.com
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
ebay.com
Discovery Mechanism for Price
groupon.com
Discovery Mechanism for Price
demeure.com
Discovery Mechanism for Price
exchangesolutions.com
Discovery Mechanism for Price
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Engagement: The Wikinomics Playbook
The Music Industry
Prosumers: Turning customers into producers
threadless.com
65 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
65 | © 2012 The Tapscott Group. All Rights Reserved.
66 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
67 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Doritos Crash the SuperBowl Contest
crashthesuperbowl.com
Knix Wear
68 | © 2012 The Tapscott Group. All Rights Reserved.
Engagement: Venture Capital 2.0
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
70 | © 2012 The Tapscott Group. All Rights Reserved.
Brand Architecture
70 | © 2013 The Tapscott Group. All Rights Reserved.
The New Brand: Having your cake and eating it too.
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences Product
Place
Price
Promotion
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
The 4 P’s of Marketing
The New Practice of Marketing
Consumer Experiences
Anyplace (From market place, market space to market face)
Discovery Mechanism for Price
Engagement
Brand
A Turning Point in History: Rebooting our Institutions
Paradigm shifts involve dislocation, conflict, confusion,
uncertainty. New paradigms are nearly always received with
coolness, even mockery or hostility. Those with vested
interests fight the change. The shift demands such a
different view of things that established leaders are often last
to be won over, if at all.
Google Confidential and Proprietary
Don Tapscott
www.dontapscott.com
twitter: @dtapscott
(416) 863-8801
