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© 2009 Stephen Randall 1
FROM IMPRESSION TO EXPRESSION!STEPHEN RANDALL, CEO LOCAMODA!
Design Management Institute!Design/Management Annual 34 !October 20, 2009!Cambridge, MA
EMAIL: [email protected] TWITTER: stephenrandall
© 2009 Stephen Randall 2
IMPRESSION / PASSIVE /PUSH / MONOLOGUE /REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED /ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION
© 2009 Stephen Randall 3
MY GOAL TODAY…
Demonstrate why misunderstanding the impact of social media will cost you your business.
© 2009 Stephen Randall 4
ITʼS NOT ABOUT TWITTER!
© 2009 Stephen Randall 5
ITʼS NOT ABOUT FACEBOOK!
© 2009 Stephen Randall 6
ITʼS NOT EVEN ABOUT MOBILE!
© 2009 Stephen Randall 7
ITʼS ABOUT CHANGING FROM THIS…!
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TO THIS!
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THE CONNECTED CLASS
© 2009 Stephen Randall 10
THE USER HAS THE REMOTE CONTROL
GAME !CHANGER !
© 2009 Stephen Randall 11
Open!
Connected!
Personalization!Web as Platform!
Collaboration!
User-Generated Content!Cross Platform!
Real-Time!
Trust!Mobile!
YOU KNOW THE STORY…!
Cross Channel!
© 2009 Stephen Randall 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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ITʼS ALREADY CHANGED!!
© 2009 Stephen Randall 14
HIGHLY RECOMMENDED
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CASE STUDY:!
(Disclaimer - itʼs a little bit about Twitter)!
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May 2009!
© 2009 Stephen Randall 17 © 2009 Stephen Randall 17
Over 1 million followers !
added in under !6 months!
© 2009 Stephen Randall 18
“Your competitors are
already there. Your customers have been there for a long time.”
Business Week, February 19, 2009
© 2009 Stephen Randall 19
SO WHAT DOES THIS MEAN?!
© 2009 Stephen Randall 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 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 22
THE PLATFORM
IS THE DISRUPTOR
© 2009 Stephen Randall 23
the platform
is the disruptor
© 2009 Stephen Randall 24
the platform
is the disruptor
© 2009 Stephen Randall 25
the platform
is the disruptor
© 2009 Stephen Randall 26
the platform
is the disruptor
© 2009 Stephen Randall 27
IS THE JURY STILL OUT?
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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
YOU KNOW YOU GET IT WHEN…
© 2009 Stephen Randall 29
THANKS!!FOLLOW ME ON TWITTER!stephenrandall