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Impression To Expression

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Stephen Randall
Stephen Randall

Stephen Randall, CEO of Locamoda, gave a presentation at the Design Management Institute's Design/Management Annual conference about how businesses need to shift from a model of impression and passive media to one of expression, interactivity, and user-generated content using social media and open platforms. He argues that the platform itself has become disruptive and businesses risk failure if they do not engage with customers in real-time through open dialogues across connected digital channels. Randall cites the example of how Locamoda grew its Twitter followers to over 1 million in under 6 months and outlines ten signs a business truly understands this new paradigm.

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FROM IMPRESSION TO EXPRESSION! STEPHEN RANDALL, CEO LOCAMODA! Design Management Institute! Design/Management Annual 34 ! October 20, 2009! Cambridge, MA EMAIL: srandall@locamoda.com TWITTER: stephenrandall © 2009 Stephen Randall 1
IMPRESSION / PASSIVE / PUSH / MONOLOGUE / REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED / ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION © 2009 Stephen Randall 2
MY GOAL TODAY… Demonstrate why misunderstanding the impact of social media will cost you your business. © 2009 Stephen Randall 3
ITʼS NOT ABOUT TWITTER! © 2009 Stephen Randall 4
ITʼS NOT ABOUT FACEBOOK! © 2009 Stephen Randall 5
ITʼS NOT EVEN ABOUT MOBILE! © 2009 Stephen Randall 6
ITʼS ABOUT CHANGING FROM THIS…! © 2009 Stephen Randall 7
TO THIS! © 2009 Stephen Randall 8
THE CONNECTED CLASS © 2009 Stephen Randall 9
THE USER GAME ! CHANGER! HAS THE REMOTE CONTROL © 2009 Stephen Randall 10
YOU KNOW THE STORY…! Open! Real-Time! Connected! Cross Channel! Cross Platform! User-Generated Content! Web as Platform! Personalization! Collaboration! Mobile! Trust! © 2009 Stephen Randall 11
100 billion clicks per day! 55 trillion links! 1 trillion urls in 6,000 days! 2.3 trillion text messages per year ! 2 million emails per second! 1 million IM messages per second! 65 billion phones calls per year! Source – Kevin Kelly “The next 5,000 days” ! © 2009 Stephen Randall 12
ITʼS ALREADY CHANGED! ! © 2009 Stephen Randall 13
HIGHLY RECOMMENDED © 2009 Stephen Randall 14
CASE STUDY:! (Disclaimer - itʼs a little bit about Twitter)! © 2009 Stephen Randall 15
May 2009! © 2009 Stephen Randall 17 16
Over 1 million followers ! added in under ! 6 months! © 2009 Stephen Randall 17
“Your competitors are already there. Your customers have been there for a long time.” Business Week, February 19, 2009 © 2009 Stephen Randall 18
SO WHAT DOES THIS MEAN?! © 2009 Stephen Randall 19
web as plat·form The unique aspect is that "customers are building your business for you.” Tim O’Reilly and John Batelle outlined their definition of the "Web as Platform” in their opening remarks at the first Web 2.0 conference in 2004. © 2009 Stephen Randall 20
“The most fascinating thing about Twitter is not what it's doing to us. It's what we're doing to it.” Steven Johnson, Time Magazine Cover story, June 2009 © 2009 Stephen Randall 21
THE PLATFORM IS THE DISRUPTOR © 2009 Stephen Randall 22
the platform is the disruptor © 2009 Stephen Randall 23
the platform is the disruptor © 2009 Stephen Randall 24
the platform is the disruptor © 2009 Stephen Randall 25
the platform is the disruptor © 2009 Stephen Randall 26
IS THE JURY STILL OUT? © 2009 Stephen Randall 27
YOU KNOW YOU GET IT WHEN… 1. Your web presence is way bigger than your website 2. You’re not afraid of being authentic. Warts ‘n’ all 3. You promote/link/praise other sources 4. You don’t let negative feedback paralyze your efforts 5. You have a dialogue with your customers/audience 6. You react to your customers in real-time 7. You embrace open platforms not proprietary systems 8. You know the risk of not engaging > risk of engaging 9. You cannibalize yourself before your competitors can 10. You keep with it. Evolving, learning and leading © 2009 Stephen Randall 28
THANKS!! FOLLOW ME ON TWITTER! stephenrandall © 2009 Stephen Randall 29

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Impression To Expression

  • 1. FROM IMPRESSION TO EXPRESSION! STEPHEN RANDALL, CEO LOCAMODA! Design Management Institute! Design/Management Annual 34 ! October 20, 2009! Cambridge, MA EMAIL: srandall@locamoda.com TWITTER: stephenrandall © 2009 Stephen Randall 1
  • 2. IMPRESSION / PASSIVE / PUSH / MONOLOGUE / REACTIVE / ON-DEMAND / PULL / USER-INFLUENCED / ACTIVE / REAL-TIME / CONNECTED / DIALOGUE / INTERACTIVE / USER GENERATED / EXPRESSION © 2009 Stephen Randall 2
  • 3. MY GOAL TODAY… Demonstrate why misunderstanding the impact of social media will cost you your business. © 2009 Stephen Randall 3
  • 4. ITʼS NOT ABOUT TWITTER! © 2009 Stephen Randall 4
  • 5. ITʼS NOT ABOUT FACEBOOK! © 2009 Stephen Randall 5
  • 6. ITʼS NOT EVEN ABOUT MOBILE! © 2009 Stephen Randall 6
  • 7. ITʼS ABOUT CHANGING FROM THIS…! © 2009 Stephen Randall 7
  • 8. TO THIS! © 2009 Stephen Randall 8
  • 9. THE CONNECTED CLASS © 2009 Stephen Randall 9
  • 10. THE USER GAME ! CHANGER! HAS THE REMOTE CONTROL © 2009 Stephen Randall 10
  • 11. YOU KNOW THE STORY…! Open! Real-Time! Connected! Cross Channel! Cross Platform! User-Generated Content! Web as Platform! Personalization! Collaboration! Mobile! Trust! © 2009 Stephen Randall 11
  • 12. 100 billion clicks per day! 55 trillion links! 1 trillion urls in 6,000 days! 2.3 trillion text messages per year ! 2 million emails per second! 1 million IM messages per second! 65 billion phones calls per year! Source – Kevin Kelly “The next 5,000 days” ! © 2009 Stephen Randall 12
  • 13. ITʼS ALREADY CHANGED! ! © 2009 Stephen Randall 13
  • 14. HIGHLY RECOMMENDED © 2009 Stephen Randall 14
  • 15. CASE STUDY:! (Disclaimer - itʼs a little bit about Twitter)! © 2009 Stephen Randall 15
  • 16. May 2009! © 2009 Stephen Randall 17 16
  • 17. Over 1 million followers ! added in under ! 6 months! © 2009 Stephen Randall 17
  • 18. “Your competitors are already there. Your customers have been there for a long time.” Business Week, February 19, 2009 © 2009 Stephen Randall 18
  • 19. SO WHAT DOES THIS MEAN?! © 2009 Stephen Randall 19
  • 20. web as plat·form The unique aspect is that "customers are building your business for you.” Tim O’Reilly and John Batelle outlined their definition of the "Web as Platform” in their opening remarks at the first Web 2.0 conference in 2004. © 2009 Stephen Randall 20
  • 21. “The most fascinating thing about Twitter is not what it's doing to us. It's what we're doing to it.” Steven Johnson, Time Magazine Cover story, June 2009 © 2009 Stephen Randall 21
  • 22. THE PLATFORM IS THE DISRUPTOR © 2009 Stephen Randall 22
  • 23. the platform is the disruptor © 2009 Stephen Randall 23
  • 24. the platform is the disruptor © 2009 Stephen Randall 24
  • 25. the platform is the disruptor © 2009 Stephen Randall 25
  • 26. the platform is the disruptor © 2009 Stephen Randall 26
  • 27. IS THE JURY STILL OUT? © 2009 Stephen Randall 27
  • 28. YOU KNOW YOU GET IT WHEN… 1. Your web presence is way bigger than your website 2. You’re not afraid of being authentic. Warts ‘n’ all 3. You promote/link/praise other sources 4. You don’t let negative feedback paralyze your efforts 5. You have a dialogue with your customers/audience 6. You react to your customers in real-time 7. You embrace open platforms not proprietary systems 8. You know the risk of not engaging > risk of engaging 9. You cannibalize yourself before your competitors can 10. You keep with it. Evolving, learning and leading © 2009 Stephen Randall 28
  • 29. THANKS!! FOLLOW ME ON TWITTER! stephenrandall © 2009 Stephen Randall 29