Transcript Keynote Seminar Strategic Innovation Online Charles B. Kreitzberg, PhD Anne Pauker Kreitzberg www.cognetics.com About Us    Business Strategy Organizational Effectiveness Teaches at Wharton    Designer of Interactive Products Usability & User Experience Computer Science and Cognitive.

Keynote Seminar
Strategic Innovation Online
Charles B. Kreitzberg, PhD
Anne Pauker Kreitzberg
www.cognetics.com
About Us
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Business Strategy
Organizational
Effectiveness
Teaches at Wharton
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Designer of Interactive
Products
Usability & User
Experience
Computer Science and
Cognitive Psychology
Today’s Goal
We will leverage our collective
brain power to gain insight into
ways to create compelling
Web 2.0 products:
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Attract, engage and retain customers
engender loyalty
build communities
create profit
support innovation
are manageable
do good
Our Focus
Strategic
Design
Product
Organizational
Culture
You are engaged with Web 2.0
Several Problems Stand Out
Copyright 2008 by Cognetics Corporation.
You’re Making Progress
The Public is Engaged
Adults in the US who use the Internet:
Over 40%
Read customer reviews/ratings
Watch video posted by other users
Read online forums or discussion groups
Over 30%
Read blogs
Visit social networking sites
Over 20%
Update/maintain a profile on a social networking site
Contribute to online forums or discussion groups
Over 10%
Post ratings/reviews
Comment on someone else’s blog
Listen to podcasts
Use RSS feeds
“Vote” for websites on line (e.g., Digg)
Source: Forrester, The Growth of Social Technology Adoption (October 2008)
North American Technographics® Media And Marketing Online Survey, Q2 (2008)
Business is Responding
B2B use of emerging media
Source: Forrester, Making Social Media Work in B2B Marketing (October 2008)
Q1 2008 B2B Survey (Base = 189 companies)
What’s most useful
% That find the tool most useful for:
Brand
Awareness
Site
Traffic
Inquiries
Leads
Sales
Goodwill
Podcasts
27
13
11
26
6
9
Social networks
25
17
10
10
4
2
Communities/forums
25
6
23
2
6
25
RSS feeds
27
32
11
0
3
6
Blogs
24
14
22
5
2
9
Rich media apps
22
10
15
25
10
5
Display ads
25
26
14
23
5
1
Micro sites
17
12
11
53
4
0
Webinars
8
4
13
49
13
7
E-newsletters
22
20
11
20
4
17
B2B’s using this tool:
Source: Forrester, Making Social Media Work in B2B Marketing (October 2008)
Q1 2008 B2B Survey (Base = 189 companies)
Source: 2008 Tribalization of Business Study
Deloitte, Beeline and Society for New Communications Research
There are some things to be concerned about
Security
Empowerment
Transparency
Ensure security without
stifling creativity and
communication.
Employees can get info
they need and take
action.
Inaccuracies and gaffes
are quickly found and
spread.
Compliance
Balance enterprise needs
vs. ease and accessibility
of web tools.
Usability
Usability is not well
understood or a core
competence.
Competition
More agile, creative and
smaller companies may
present a real threat.
Public Face
User-generated posts
can remain available for
years - all over the web.
Generation Gap
Boomers and
Millennials use the
web differently.
Communication
Cross-functional teams
don’t communicate
well.
Behavior
Concern about sharing
of inappropriate or
sensitive information.
Web 2.0 is a Platform
Community
Computing
Content
The Three C’s of Web 2.0
The Underlying Technologies
Jazz-On-line
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Jazz-On-line
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Non-profit site
located in France
Established 2001 by Michel Essevaz-Roulet
http://www.jazz-on-line.com/
Mission Statement:
The Jazz on line website was created in 2001 by Michel Essevaz-Roulet to
provide access to the American music of the first half of the XX. secular.
First half XX. American music was recorded on 78 rpm shellac discs which are a
humanity treasure and are to be preserve. So is the purpose of Jazz on line, and
you are invited to help us to verify titles, executants, catalog numbers, matrix,
etc.
We intend also to find again the names of the authors or composers, which are
often omitted in the catalogs.
Jazz on line is a non- profit organisation (following the French law of July 1901.
Home Page
What We are Getting
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25,000 tracks of sound recordings from 1891-1956.
We have a preliminary legal opinion that these tracks
are public domain and can be used on the web and
downloaded.
The person from whom we are purchasing the DB will
continue to add tracks and will make them available to
us in exchange for a fee.
What the Current Website Offers
Search
Browse by
Artist
Playlists
Tracks
Download
Tracks
Listen
Online
Search Page
Playlists
Business Concept
Product Concept
Implementation
Concept
Sketches
High-Level
Design
Design
Details
Business
Analysis
Envision &
Discovery
Build
Other influences:
Finance
Sales & Marketing
Legal
Customer Support
Content
Engineering
Release
Idea
The Stages of Product Design (LUCID)
Group Activity: Brainstorming
Purpose: To generate ideas and audience segment to go with it.
Goal:
As a group try for at least 3 good ideas
Idea
Audience
What is the idea
Who is it for and why
One sentence
One sentence
Crystallize your thoughts to make them as specific as possible. If
necessary, rethink the idea until you can express it in the single
sentence.
Narrow Down (Voting)
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3 audience segments
5-6 key functions
Synthesize a High Concept
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25-50 words that express:
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What is the product
Who is it for
What benefits does it deliver to the audience that makes it
compelling and worth paying for
The Audience Model
External
Internal
Crowd
Mass Market
Enterprise
Niche
Special Interests
Team
Example of a Persona
Sue Hoffman
Key Attributes
Sue Hoffman teaches music at Fieldmark Middle School. She
leads the chorus and also teaches percussion for the orchestra
and marching band.
She graduated from Ohio State in 2003 with a degree in voice
and music education.
“I love music and
I live kids. My job
combines both of
them. And I get
the en tire
summer to
travel.”
• Age: 38, Married to
Mark, also a teacher. No
children
• Occupation: Music
Teacher Middle School
Her husband Mark teaches chemistry at the high school in the
same district so they can travel to work on most days.
• Lives in a garden
apartment complex,
hopes to buy a house in
the next 12-24 months.
She is always looking for creative ways to get her students
engaged with music.
• Uses her summer
vacations to travel
around the world
Her experience with technology is limited but she is willing to
try it. She took a course in MIDI and synthesizers in college and
enjoyed it but still finds it a bit challenging. However, she often
team teaches with Ron Davis who does a lot of sound
recording.
She likes classical music, opera and heavy metal.
• uses the Internet for
research to find
materials for her classes
Group Activity: What’s Meaningful?
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Working in your groups,
select one of the
audience segments that
we identified.
Use the form in your
handout to identify
elements in the site that
will engage this segment.
Current Business Models
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Subscription/Membership
Pay as you go
Advertising
Other models?
have content and you have audiences and in
“You
the end you can either sell content to your
audience or sell your audience to someone else.
”
Simon Alterman , Dow Jones
ASIDIC Meeting Fall 2008
E3T: Creating a Positive Experience
Engagement
Empowerment
Ease of Use
Trust
Six Degrees of Social Computing™
Dimensions of Community
Group Activity: Building Community
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Working in groups:
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Select one of the audience
segments
Brainstorm about
community features that
would work for this
segment.
Strategic
Design
Product
Organizational
Culture
Strategic Design
Implementation
Concept
Sketches
High-Level
Design
Design
Details
Business
Analysis
Envision &
Discovery
Build
Idea
Product Concept
Other influences:
Finance
Sales & Marketing
Legal
Customer Support
Content
Engineering
Release
Business Concept
The Five Pillars of a Web 2.0 Friendly Culture
Anne & Charlie Kreitzberg
[email protected]
[email protected]
Copyright 2009 by Cognetics Corporation.