Ketchum report: Media Myths and realities and Gary Hamel

1). the way professionals communicate is out of sync with the way consumers use media;
2). communicators need to include focusing on connecting with individuals in addition to mass media channels;
3). consumers in emerging markets are setting the pace for media use; and,
4). social networking sites lag far behind other established media channels and sites in overall usage by consumers.

Says Womma on the Ketchum report- Media Myths & Realities: A Public of One

And Gary Hamel advises corporation in his latest book that they need to think about these key issues as they embrace the digital age

1. Design flaw #1: Share of voice equals share of power. Solution? Democratize ideas. Encourage meaningful, cross-boundary conversation.

If you want to dramatically increase the quality of dialogue—and decisions—in your company, you have to think boldly. What if your company encouraged people to write critical in-house blogs (and allowed them to do it anonymously if they so wished)? What if it tracked the number of responses each blog posting generated (its “authority index”) and then required senior executives to respond to those that garnered the most feedback? What if it appointed an employee jury to award a monthly prize for the best blog posting—as a way of rewarding the most thoughtful, amusing, or courageous contributors?

2. Design flaw #2: Creative apartheid. Make innovation everyone’s job.

Make no mistake, your company is filled with video bloggers, mixers, hackers, mashers, tuners, and podcasters. Like everyone else with a computer, they have been using Photoshop, TypePad, GarageBand, Final Cut Express, ProTools, VideoStudio, Home Designer Pro, and thousands of other creativity-boosting applications to give vent to their artistic urges. The question is what is your company doing to help all of these ingenious people become fully empowered business innovators? Has your company given every employee access to a comprehensive suite of business innovation tools?

3. Design flaw #3: Under-informed decisions. Use opinion markets to gather the wisdom of the in-house crowd.

4. Design flaw #4: A monopsony for new ideas. Set up in-house angel decision-makers who can invest in the ventures of intrapreneurs.

A new breed of online peer-to-peer banks, such as Zopa and Prospect, are helping lenders and borrowers to find each other and do business without the overhead of, well, bankers. These social markets provide a model for how your company might create more funding options for employees eager to experiment with new ideas.

5. Design flaw #5: Persistent misalignment between power and competence. Fluid authority.

Via Internet Timeblog

As Hamel wrote in his last book the future of commerce will be in the leaps of the human imagination.

We are rapidly moving to a world where everyone can be connected and by 2015 five billion people will be connected via a mobile device - that is a 100 fold increase in networked traffic. Networks Economic, Cultural and Media are becoming the nervous system of society believes Manuel Castells

This suggests that our world of media and communications is evolving from the straight road of an industrial era to the more complex and networked world that mimics nature. Our new media world isn't about content and distribution. It is about people, connections and social networks.

If we accept that as a truth then that truth changes what we make, how we make it and how in fact we market and communicate with our customers. It requires a new logic

This is the wealth of networks. Just look at Googles Open Social project of the shape of things to come.

Have a read of When push comes to pull. The new economy & culture of networking technology

Comments

[jim wilde]

Hi,

Thank you for the information. You know, most agencies and businesses still don't know anything about social networks, virtual communities, blogs, tagging, or rss. They've never created a blog post or left a comment.

[Alan Moore]

I know Jim, I know

And thanks for posting

Alan