Prof. Dr. Marc Drüner, Innovation & Media management Steinbeis University Berlin (private)
Observations:
A goodlooking, smiling, sun tanned, fit and VERY trendy professor meet us for ½ hour interview. Luckily we got 2 hours.
4 major areas of observations and statements.
1. Analysis /Attention management
- “Arena thinking”, i.e. in the fight for attention, don’t forget the surrounding world; not only the closest competitors fight for your customers attention and in the long run money
- Topic specific sites and communities may be “cut” differently, look at the users interest, not own business limits
- digg.com
2. Web 2.0 is definetely here to stay.
- Content driven communities where the users create the content via their own experiences. Eg. Programmableweb.com
- Massups (user generated content) services for different target groups
- Facebooks is an industry in itself
- Community in Germany was 2% in 2000. Today 16% of germans are part of a community on the web.
- Innovation is created by new content built by the users themselves! Brilliant.
- Communities belong to all ages. Generation 45+ is just as active as the unger generation.
- Internal communities within the company
3. Behavior & media
- The big new thing is the shift between offline and online marketing
- The “old” industry (media agencies) holds on to their old business model.
- Consumer behavior has NOT changed! But the channel has changed
- The tipical consumer behavior both online and offline
- Local, personal and regional experiences are of interest to the individual
- Retention and involvement management is the KEY in the future (via communities).
- In 5-10 years all industries will have a mix of online and offline channels.
4. Vertical travel industry
- Holiday and travel is a highly emotional product – perfect for the web 2.0
- Experiences are the most important thing for people – and to share them with others is even better.
- Using communities, user driven content and start with a selected areas of interest to the customers is the way to move forward
- Nice brand and big companies are commercial – users know that. As long as the site facilitates the content creation this is fine with the consumers
- LET GO OF THE CONTROL…Let the users built the site…But before launching, be aware that considerable internal resources are needed!
- Infiltrations of communities is possible – but not recommendable.
- Travel shops will remain. New form (conceptstores, megastores) with focus on experiences with all senses (not a salesperson and a catalogue).
- Less but bigger travel shops
- Blue concepts community
A session worth thinking about!
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