konsumentbeteende - online - berghs
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Preso för Berghs om Konsumentbeteende - online. Inledninge handlar dock om ONLINE, inte just konsumentbeteende...TRANSCRIPT
Konsumentbeteende - online
...förstå den konsumentfokuserade
kommunikationsstrategiska processen
Säljer man ekologiska ärtor med färgen grön? En studie av
förpackningsdesignens betydelse för ekologiska
livsmedel
En helt annan vinkel...
Den stora bilden, typ
O U R M I SSIO N
T H E TO PIC
”Predicting the next 5,000 days of the web”
M A KE M E N T A L N OT E
Watch every movie on ted.com
T H E V I SIO N
”One machine”
T H E V I SIO N
1 HB (Human brain)• 1,5 billion PC• 3 billion cellphones• 30 million servers• 60 trillion links
T H E V I SIO N
6 billion ”one machine”
T H E P RO B L E M
The only thing we know for sure about the
future is that we will be
wrong!
H I STO R Y
” I’m old enough to know a lot of things from life experience.
I know that newspapers is where you get your political news and how you look for a job. I know that music comes from stores. I know that complicated things like software and encyclopedia have to be created by professionals.
And in the last 15 years, I’ve had to unlearn every one of those things and a million other because they stopped being true.”
M A KE M E N T A L N OT E
Clay Shirky : ”Here comes everybody”
O K , T H E F UTU R E
4 ( + 2 ) ” S U R E ” B U L L E TS
S P E E D
Darwins law
S P E E D O F C H A N G E
It is not the strongest of thespecies that survivenor the most intelligentbut the one most responsive tochange
T H E BIG T W O
Google: ”all the information”Facebook: ”all the people”
M A KE M E N T A L N OT E
Check out mindpark.se
A N OT E
” S U R E ” B U L L E TS
Four things• You are your identity• You are your network• You are internet• You don't care. Kind of.
1 . I D E N T I T Y
1 . I D E N T I T Y
1 . I D E N T I T Y
1 . I D E N T I T Y
2 . N E T W O R K
the blogosphere
2 . N E T W O R K
... it's people
2 . N E T W O R K
and always has been...
2 . N E T W O R K
social knots
2 . N E T W O R K
3 . Y O U A R E I N T E R N E T
Sharing is caring
3 . Y O U A R E I N T E R N E T
3 . Y O U A R E I N T E R N E T
Transparency vs. integrity
3 . Y O U A R E I N T E R N E T
Ur Resumé 14/4 2009
3 . Y O U A R E I N T E R N E T
then...
3 . Y O U A R E I N T E R N E T
3 . D U Ä R I N T E R N E T
4 . Y O U D O N ' T C A R E
The geeks don't rule
4 . Y O U D O N ' T C A R E
A new solution to an old problem?
4 . Y O U D O N ' T C A R E
”One machine”
4 . Y O U D O N ' T C A R E
Ubiqutuous
4 . Y O U D O N ' T C A R E
A new look at knowledge
4 . Y O U D O N ' T C A R E
Convergens
4 . Y O U D O N ' T C A R E
It's a new way
4 . Y O U D O N ' T C A R E
and we really don't care
4 . Y O U D O N ' T C A R E
4 . Y O U D O N ' T C A R E
like electricity in the wall or water in the tap
CO N C LU SIO N
4 abstract +2 direct• You are your identity• You are your network• You are internet• You don't care. Kind of.• Eyes on Google och Facebook• Speed and adaptability is a MAJOR issue
N OT E S TO M E DI A
Content isn't king,conversation is
Content is just the stuff we talk about
N OT E S TO M E DI A
conversation pieces - as always
N OT E S TO M E DI A
N OT E S TO M E DI A
size matters
N OT E S TO M E DI A
Hubert Burda:”The problem is that we don't understand that software is what is most important. People think that a website with 40 editors is better than 20 editors. And then Google comes and take over the world with an algorithm. Nobody in my business vicinity has written an interesting algorithm.
Google is not too powerful, Google is opening new markets for us. We have to be creative everyday to build our brands for meeting the new markets that Google bring us”
N OT E S TO M E DI A
Google says• initially ignore
• bandwith• cpu• storage
• monetization• fokus on the user - and the rest will follow
N OT E S TO M E DI A
”What would google do”
N OT E S TO M E DI A
and what would facebook do
N OT E S TO M E DI A
Gray matter matters
N OT E S TO M E DI A
Five action points• Conversation matters• Size matters• Pure players matters• Grey matter matters
• Walk the talk
