engage expo/3dtlc presentation
DESCRIPTION
Presentation at the Engage Expo in San Jose.TRANSCRIPT
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From Main Street toWall Street
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Inside Enterprise: Below the C-Suite
What motivates folks with (a bit of) budget (brands and marketing) to adopt innovative approaches to training and collaboration?
How do we create value propositions for the “simmularity”?
What have we learned from Metanomics and from selling the model to an institution (FASRI)?
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Inside Enterprise: Below the C-Suite
Our context:
Healthcare brand managers and directors
Cause marketers
Military
Institutions
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So....what are our customers thinking?
C-Suite Vision
D-Suite Execution
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Inside Enterprise: The C-Suite
Driving an innovation agenda through radical collaboration.
Design thinking as today’s equivalent of TQM.
Building a talent pool through innovative training and retention and thinking outside the organization.
AND
Highly metrics driven. Highly process oriented. Highly skeptical of enterprise-wide technology.
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Inside Enterprise: The C-Suite
Driving an innovation agenda through radical collaboration.
Design thinking as today’s equivalent of TQM.
Building a talent pool through innovative training and retention and thinking outside the organization.
AND
Highly metrics driven. Highly process oriented. Highly skeptical of enterprise-wide technology.
But not all companies focus on these goals.
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Inside Enterprise: Below the C-Suite
“We need to deal with this social media stuff. Hey, I’m on Facebook, and I kind of get it.”
“We need to stand out. We’re really big on innovation.”
“Tell me a little about ‘design’ as a way to think about our business.”
“I need to engage more with our stakeholders. But we also need to do more with less. And by more I mean something that will get me promoted but not cost a lot.”
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So....what are our customers thinking?
C-Suite Vision
D-Suite Execution
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So....what are our customers thinking?
Innovation through radical collaboration
How can I get opinion leaders on board?
How do I source ideas from my customers?
How do I get the attention of stakeholders and partners?
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So....what are our customers thinking?
Design thinking
How do I focus on creating and understanding customer experiences?
How do I move from product benefit to customer need?
How do I deploy lots of ideas and rapidly prototype?
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So....what are our customers thinking?
Building talent
How do I get my teams charged up and engaged?
How do I gain competitive advantage through knowledge?
How do I manage the ‘wired demographic’?
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So....what are our customers thinking?
Discipline
How do I leverage “project” into “process”?
How are we going to measure this?
Can I show how I’m leveraging investments? (Contain risk)
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Value Proposition for Immersive Media
Deepen the impact of your investments
In a world of Twitter and Wikipedia and youTube, immersive media provides an ‘island of calm’ and end-point deliverables
Part of a change management agenda that breaks dogma.
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Inside Enterprise: The C-Suite
Driving an innovation agenda through radical collaboration.
Design thinking as today’s equivalent of TQM.
Building a talent pool through innovative training and retention and thinking outside the organization.
AND
Highly metrics driven. Highly process oriented. Highly skeptical of enterprise-wide technology.
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From Wall Street to Silicon Valley and Back Again
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Metanomics and FASRI
Community
Content
Celebrity
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Lessons from Social Media
Harvard Business Review Model for Social Media
Nodes
Celebrities
Causes
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Immersive Media is Only Part Way There
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
- Wikipedia
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BUT...Immersive Media Helps to Cross the Social Media
ChasmSocial media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
- Wikipedia
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The “Money Slide”
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Crossing the ChasmLink to Other Chasms
Social media adoption
Distance collaboration
Rapid prototyping
Human-centered and design thinking
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Create Migration Paths forChange Management
Metanomics
Virtual world-based events
Web-based content distribution
Social media promotion
Community-based collaboration
Community-based learning
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Create Migration Paths forChange Management
Learning Communities (Lymphoma)
Sharing content via social media
Collaborating on problems
Event-based data exchange (RL conferences)
Peer-to-peer support system
Clinical data visualization
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Create Migration Paths forChange Management
Internal Training (Sales)
Virtual world event (“celebrity” driven)
Internal collaboration (goal-driven)
Immersive training
Team collaboration (‘department’ driven)
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The Challenge of Measurement:The Language of Brands
Social Media Ad Metrics Definitions Released May 2009
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IAB Social Media Metrics (Blogging)
• Conversion size (Conversation relevant sites, links, reach)
• Site relevance (Conversation density)
• Author credibility (Post relevance, links, earliest post date, latest post date, duration)
• Content freshness and relevance (By date, mean time)
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A Few Counter-Intuitive ClaimsAvatar identity and names - 70% decide not to adopt real names
Difficulty in learning new technology is a platform VALUE (internal training and collaboration)
Your technology barriers are an important output of this process
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Overcoming BarriersFinancial: Change management, lessons learned, go/no go and measurement
Technology: shift to external stakeholders as proving ground. Document the barriers as an important corporate lesson.
Security: it’s actually about control.
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DiscussionThere is more than one chasm to cross. What are your customers/stakeholders struggling with?
There are macro trends in measurement and control, how does immersive media fit in?
What does the ‘experience process’ of the future look like?
How do we map immersive media to a change management agenda?