From Main Street toWall Street

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)?

Inside Enterprise: Below the C-Suite

Our context:

Healthcare brand managers and directors

Cause marketers

Military

Institutions

So....what are our customers thinking?

C-Suite Vision

D-Suite Execution

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.

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.

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.”

So....what are our customers thinking?

C-Suite Vision

D-Suite Execution

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?

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?

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’?

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)

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.

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.

From Wall Street to Silicon Valley and Back Again

Metanomics and FASRI

Community

Content

Celebrity

Lessons from Social Media

Harvard Business Review Model for Social Media

Nodes

Celebrities

Causes

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

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

The “Money Slide”

Crossing the ChasmLink to Other Chasms

Social media adoption

Distance collaboration

Rapid prototyping

Human-centered and design thinking

Create Migration Paths forChange Management

Metanomics

Virtual world-based events

Web-based content distribution

Social media promotion

Community-based collaboration

Community-based learning

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

Create Migration Paths forChange Management

Internal Training (Sales)

Virtual world event (“celebrity” driven)

Internal collaboration (goal-driven)

Immersive training

Team collaboration (‘department’ driven)

The Challenge of Measurement:The Language of Brands

Social Media Ad Metrics Definitions Released May 2009

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)

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

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.

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?