Deutscher Online Handelskongress
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This document provides an overview of future trends for local, mobile, and social commerce presented by Prof. Tim Bruysten at the 2012 German Online Retail Congress. The presentation covers 3 main topics: (1) moving beyond push and pull marketing by leveraging social networks, (2) understanding brands and networks by examining brand archetypes and network quality, and (3) the evolving customer of the future who is defined more by their social connections than traditional demographics.
Deutscher Online Handelskongress
- 1. Future Trends for Local, Mobile & Social Commerce Prof. Tim Bruysten richtwert GmbH | Mediadesign Hochschule Deutscher Online Handelskongress 2012
- 2. Agenda A B C Beyond Push & Pull Brands and Networks Customer of the Future
- 3. A Beyond Push and Pull
- 4. Push `n Pull? Conference Office Family Bowling Customer Friends Social Graphs Shopping-Center
- 5. Example israelconsulate: “PM Lieberman in Haaretz #interview: Israel ready for mutual #peace. http://bit.ly/JFbIk” katrinayellow: “@israelconsulate PM Lieberman? not FM?” israelconsulate: “@katrinayellow Our bad. PM Netanyahu, FM Lieberman.” katrinayellow: “@israelconsulate yeah I thought I woke up in an alternate reality. now THAT would be interesting :)” israelconsulate: “@katrinayellow Well we, for one, represent only one government, an alternate reality would be way too complicated” gyokusai: “@israelconsulate ROFL I so love your subtle laugh-out-loud sense of humor. Just promise to keep it, will you.” israelconsulate: @gyokusai We’ll do our best. Trying for witty response, but you’ll have to wait for our next moment of inspiration.
- 6. Social Redaktion “Conversation is King, content is just something to talk about.” —Cory Doctorow
- 7. 2 Indizien…
- 8. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center
- 9. 1 Network-Connections are always possible Conference Office Family Bowling Customer Friends Shopping-Center Run innovation? Win an election? Save the Euro? Heal Illnesses?
- 10. Product Lifecycle „classical Lifecycle“ 100 75 50 Absatz 25 0 Entwicklung Einführung Wachstum Reife Rückgang
- 11. Product Lifecycle „Web2.0 Lifecycle“ 100 Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
- 12. Product Lifecycle „Web2.0 Lifecycle“ 100 Netzwerk Involvierung 75 50 25 0 Entwicklung Einführung Wachstum Reife Rückgang
- 13. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
- 14. Involvement ri ng ng on -X cy ci ti o cr a ito ur va C o on dSo n no em M I D S M row en id C p u O L iq
- 16. 2 Networks can be created spontaneously
- 17. 2 Networks can be created spontaneously …to connect those who share a necessity
- 18. 2 Networks can be created spontaneously …to connect those who share a necessity Commonalities Complements Discurses Conflicts
- 19. Taxonomy of Situations Commonalities Complements Discurses Conflicts destruktive Destruction Cell Conflict War coordinative Planning Dialog Argument Attack cooperative Prayer Conversation Debate Maneuver collaborative Project Product Change Process co-creative Vision Procreation Society Discovery disruptive Utopy Creation Divorce Dystopy
- 20. B Three Levels of Understanding Brands in Networks
- 21. 1 The Roles in a Network
- 22. 1 The Roles in a Network
- 23. 2 Understanding your Brand-Archetype
- 24. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller
- 25. 2 Understanding your Brand-Archetype Servant Seller Seducer Controller Influence Power
- 27. 3 Quality of Networks
- 28. 3 Quality of Networks 1 2 3 4 physical network digital assisted network digital network algorithmic network rising complexity
- 29. 3 Quality of Networks physical network digital assisted network digital network algorithmic network rising complexity
- 30. 3 Quality of Networks natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
- 31. 3 Quality of Networks analog formal digital evolutionary disruptive natural artificial aesthetic physical network digital assisted network digital network algorithmic network rising complexity
- 32. 3 Quality of Networks „Genotype“ analog formal digital evolutionary disruptive „Sociotype“ natural artificial aesthetic „Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
- 33. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan „Genotype“ analog formal digital evolutionary disruptive „Sociotype“ natural artificial aesthetic „Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
- 34. Electronic Stock Exchang 3 Quality of Networks Workplace Friends Family Party Clan Net Range Index „Genotype“ analog formal digital evolutionary disruptive „Sociotype“ natural artificial aesthetic „Phenotype“ physical network digital assisted network digital network algorithmic network rising complexity
- 35. C Customer of the Future
- 36. Book AudioBook eBook Documents
- 37. Book AudioBook eBook Experience Documents Performances
- 38. Book AudioBook eBook Erfahrungen Dokumente Performate Defined through the producer Defined by Society
- 39. Familie Empfehlungen Freunde 80% der Menschen vertrauen Konferenz Empfehlungen von Freunden. Kunde (nur 14% vertrauen der Werbung)
- 40. Familie Kegelklub Belohnung (Motivation) Freunde Konferenz Kunde
- 42. Evolution of Markets Space Medium Borders Themes Inhabitants User Territory Network Property Awareness http://www.rand.org/pubs/working_papers/WR433.html Spatiale Culture Communication Culture Territorial Laws Educational Strategy
- 43. Future Consumer… Conference Office Family Bowling Customer Friends Shopping-Center
- 44. You can‘t fight complexity Niklas Luhmann
- 45. Contact xing.com/profile/Tim_Bruysten Prof. Tim Bruysten facebook.com/bruysten www.bruysten.com de.linkedin.com/in/bruysten twitter.com/timbruysten richtwert GmbH www.richtwert.eu Information: http://richtwert.eu/dohk2012/