crossing boundaries 4: your most important stakeholders: your customers
DESCRIPTION
Fourth in our series, Crossing Boundaries: Implications for the Content Industries, for Adobe. Link to the full webinar recording is here: http://adobe.ly/17LWTCM In the new digital society that we are building, enterprises are identified not only by their products, but also, and perhaps more importantly, by the image that consumers frame of them with their online comments and opinions. A company whose consciousness cannot be raised by its own customers is in peril of losing everything.TRANSCRIPT
Ray Ga
llon & Neu
s Loren
zo
Crossing Boundaries: Implications for the Content Industries
-4-
Your Most Important Stakeholder: Your customers
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Ray Ga
llon & Neu
s Loren
zo
Communities for Prosperity Thank you for sharing your insights with us!
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Ray Ga
llon & Neu
s Loren
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Product
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Enterprise Stakeholders
Product Enterprise Stakeholders
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Product in the age of abundance: changing the concept
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Generalised consumpAon, a 21st c. democraAc right.
What do they have in common? • It’s not just the product: maintenance, updates, consumables…
• Unique experience
• EmoAons
• Self-‐image
• ImaginaAon
• Social context
Products in the digital age: dematerialised added value
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Content Evolution: Services, Events, Customer Personalisation
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Does the Logo Relate to the Product?...
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This brand sells sot products… to hard people. It’s about emoAons, man!
The Enterprise: An Interaction-rich Environment
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Inspired: by Steven Johnson: Where good ideas come from?
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Inspiration: Where does it come from? Flash Moment or Liquid Network?
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External Point of View: The bird’s-eye lacks detail
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Point of View: Up Close, We Can Imagine the Effort and Pain
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The Gardener Knows the Flower Because He is an Expert in his Field
Picture: Greg Scullin. h=p://www.weeklyAmesnow.com.au/arAcle/2013/03/20/563539_business-‐news.html
The bee knows the flower from experience and need
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Involvement Favors Connective Minds
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Inspired by Steven Johnson: Where do good ideas come from?
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• Ask users • Contextualizing • Inquiry • Repurposing • Problem solving • CreaAvity • Cost reducAon • Sustainability • … …
What “Customers” Experience and Need
2008 Financial Crisis
80% of French populaAon believe that the current economic crisis is result of a “crisis of values”
57% believe tha
t if relaAons
between peopl
e were
improved, the eco
nomic
crisis would disa
ppear
The Call for Values
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Belonging and becoming
The Call for Values
The use of “values” is based on “respect” – which implies recognizing the singularity of the individual
The economic model of happiness has gone too far
Develop new ideas and ideals in a small circle around themselves, with other, similarly minded people
Not individualist, it’s formed around communiAes of interest
BUT: Universal values are no longer enough to create social cohesion
“No one may speak in my name – not poliAcians, not companies, not adverAsers”
Participatory Culture
• Affiliations • Expressions
SOURCE: “Confronting The Challenges Of Participatory Culture,” MIT PRESS, 2009
-‐Henry Jenkins, Annenberg School of CommunicaAons, Stanford University
• Collaborations • Circulations
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Context is everything
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How Do We Build Participatory Culture?
• Set of values tailored to the customer base.
• Use the social networks for individualised unique experiences. – We need the community to resource all the different possible
ideas for meeting the variety of demands we face.
• Interesting note: France is preparing to create a new type of social economy company that will operate like an association, but has the right to be capitalised and make limited profit.
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Organization of Integrated Stakeholder Communities
Shared strategies and experiences: I have trouble doing this – anyone else? I’ve found a great way to do this! Has anyone ever had to…? IntegraAon of experiences back into the product
Requires a well designed overall Content Strategy
Capturing Value from your Integrated Learning Community
• Use animators to enable participants
• Open structures that facilitate multiple interactions (Google+ circles rather than Facebook “friends”)
• Use your own judgment, but first listen carefully to other participants in the community.
• Foster and encourage creativity.
• Ask for input: – Don’t promise to publish
– Do promise to take it seriously – Follow up on that promise.
Ray Ga
llon & Neu
s Loren
zo
Some Implications of Stakeholder Integrated Learning Communities
Some Implications of Stakeholder Integrated Learning Communities
• Thinking goes beyond continge
nt need,
for example:
– “What I do can be useful for othe
rs?”
– “What others do has an effect on
what I can
use”
Ray Ga
llon & Neu
s Loren
zo
Some Implications of Stakeholder Integrated Learning Communities
Customer adhe
rence to
product & company gr
ows
They feel they’
ve contributed
to
design and deve
lopment.
Value from community is captured and fed back to system
Ray Ga
llon & Neu
s Loren
zo
Communities for Prosperity
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From Social TransformaAon to TransformaAon Society
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Transforming Expectations
How Do We Start?
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Calling for Honesty
What is Our Message?
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The Power of Many – from the ground up
Where is the Added Value?
"...the key question is whether citizens will be potent, sovereign and knowing enough to enforce this deeply human want."
-David Brin
Privacy is only possible if freedom (including the freedom to know) is protected first.
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Privacy
The Transparent Society (1998) by David Brin h=p://en.wikipedia.org/wiki/The_Transparent_Society
Where is the Weak Spot?
“… It would only be an extension of what already gave us the Enlightenment (freedom and individual protecAon) except for the fact that we are now asking for privacy and autonomy.”
The Transparent Society (1998) by David Brin h=p://en.wikipedia.org/wiki/The_Transparent_Society
“Most of the people, knowing most of what's going on, most of the Ame?”
Transparency
How Do We Empower Stakeholders?
Bedford Hours, Add. MS 18850, BriAsh Library, London
Collaborative Problem Solving
Plurality of views for prosperity: Culture of enriched parAcipaAon that includes execuAves, producers and customers.
Ray Ga
llon & Neu
s Loren
zo
THANK YOU
Ray Email: [email protected] TwiGer: @RayGallon LinkedIn: Ray Gallon Google Plus: +Ray Gallon Blog – Rant of a Humanist Nerd: h=p://humanistnerd.culturecom.net
Neus Email: [email protected] TwiGer: @NewsNeus LinkedIn: Neus Lorenzo
Next Webinar: “The End of the Job Ethos: Blending professional and private acAvity” 12 December 2013