1. The Future is NowInnovation, New and Old Business modelsfacing the Social Media Revolution Alberto Di Minin In collaboration with Elena Casprini and Leonardo Dri Istituto di Management Scuola Superiore SantAnnawww.diminin.it 2012 Alberto Di Minin

2. Digital Revolutions 2012 Alberto Di Minin 3. Facing a Social Revolution (way beyond business) 2012 Alberto Di Minin 4. The real embrace 2012 Alberto Di Minin 5. A life of its own 2012 Alberto Di Minin 6. 2012 Alberto Di Minin 7. Rick Wion:McDonalds social media directorWe saw this rightIt wasnt 2Weaway hoursworking! pulled itdownAnd most importantly, Rick.. What do you mean:we pulled it down?? 2012 Alberto Di Minin 8. Lets Review what Happenedduring the 1st Digital Revolution 2012 Alberto Di Minin 9. A Good Reading for the 1st Revolution Analog Economics Still Apply -Shapiro, Carl, and Hal R. Varian. Information rules:a strategic guide to the network economy. Harvard Business Press, 1998. 10. Another lesson for the 1st Revolution IT is an enabling technology -Carr, Nicholas G. Does IT matter?: information technology and the corrosion ofcompetitive advantage. Harvard Business Press, 2004. 11. Three types of strategies back then Deny React Reinvent 2012 Alberto Di Minin 12. Three types of strategies back then React 2012 Alberto Di Minin 13. Three types of strategies back then Reinvent 2012 Alberto Di Minin 14. How about the Second Revolution? 2012 Alberto Di Minin 15. Manuel Castells: Father of the Network SocietyCONNECTIVITY CONTENT 2012 Alberto Di Minin 16. Deny Content?Three days of social media silence by Costa andCarnival 2012 Alberto Di Minin 17. Or not Deny?BP starts an open campaignrequesting ideas for the Oil Spill thousands of ideas within days. The suggestion box itselfstarted SPILLING! 2012 Alberto Di Minin 18. User Led Innovation VON HIPPEL True innovation sits at theintersection between Users andProducers Means to prevent suchinteraction are obstacles toinnoveation. 2012 Alberto Di Minin 19. Reinvent T-Shirts 2012 Alberto Di Minin 20. Neo Tribalism Consumption &Individualism + Use value type of value Tribalism + Linking value Consumption Individualism behaviourNeo-tribalism 1950sXXIst CenturyView Modernity Post-modernityCova, B. (1995) Community and consumption. Towards a definition of the linking valueof product or services. European Journal of Marketing 31 (34): 297-316 21. Attempting to React 22. Chen, Y., S. Fay, et al. (2011). The role of Marketing in social media: howonline consumer reviews evolve. Journal of Interactive Marketing 25: 85-94. Publicize and share WOMPsychological motivationsproduct experiences lead consumers to post and opinionsCustomer online reviews reviews SOCIAL MEDIAImpact on productsalesFirm level Impact on marketing strategies 2012 Alberto Di Minin 23. React maybe not like this 2012 Alberto Di Minin 24. React: Review your BMWroe Alderson (18981965) 2012 Alberto Di Minin 25. Towards a New Marketing MixWeb Experience The Web Experience is the consumersimpression about the online company (Constantinides, p. 60)SS SCOPE SYNERGYTraditional Marketing Mix(Borden, 1964)Operational VS Strategic ToolThe Web Marketing Mix Model3 levels:SS Strategic SITESYSTEMOperational Organisational+Other issues E. Constantinides (2002), The 4S Web-Marketing Mix Model, Electronic Commerce Research and Applications, Vol. 1, pp. 57-76 26. Reinvent Music 2012 Alberto Di Minin 27. Reinvent Investment 2012 Alberto Di Minin 28. Outliers: the history of success Gladwell, Malcolm. Outliers: The story of success. Little, Brown, 2008. 29. Alberto Di MininIn collaboration with Elena Casprini and Leonardo DriIstituto di Management Scuola Superiore SantAnna www.diminin.itGrazie per lattenzione!DONT FORGET THE PAST& BE AN OUTLIER FOR THE FUTURE 2012 Alberto Di Minin