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TOPICS
These
are some popular presentations. I am happy to work with you to
customize a presentation.
Everything is Miscellaneous
The Power of
the New Digital Disorder
For thousands of years, we've organized our
ideas the same way we've organized our laundry, separating them into
neat piles. In the digital age, this unnecessary limitation keeps
companies from getting maximum value from their knowledge, and
frustrates customers.
In this talk we look at the four new principles of
organization and how businesses are learning that they do best if they include
every piece of information they can find and allow their
customers to organize the information the way that works for
them.
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The
audience learns
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How to get more value from organizational
knowledge
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Why customers are rejecting traditional
authorities - including businesses and the media - and who they are
learning to trust
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The 4 new principles for organizing ideas and
information
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Web 2.0: The Myth and the
Meaning
The term "Web 2.0" entered our vocabulary so
quickly because we were eager to find a way to acknowledge the Web's
rapid evolution. But it's important to separate the myth from the
reality, and then -- even more crucially -- we should recognize what
the truth about Web 2.0 means for business and culture.
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From hugely successful Web-based collaborative
projects we learn that sometimes centralized control gets in the way of
rapid growth.
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From online businesses that "mash up"
information from many sources we learn that sometimes a company's
information asset has the most value when the company lets it
go.
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From social networking sites such as FaceBook
and MySpace we learn that not only is the line between the public and
the private changing, but their very nature is changing.
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From the popularity of social tagging we learn
that customers are now in control not just of the content of product
information, but the way that information is organized and
accessed.
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From the amazing growth of blogging, we learn
that sound of marketing - and politics - will never be the
same.
In this presentation, David Weinberger goes far
beyond the usual chatter about Web 2.0, and exposes its deepest meaning
for our business and our lives.
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The
audience learns
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What Web 2.0 is, and how to separate it from
the hype
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The business importance of the latest Web
trends
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The new expectations of their customers and
employees
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Why "user generated content" is less
important than "user generated organization"
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The advantages of loosening control over data
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What Blogging is Not
Business and the media have insisted on
misunderstanding weblogs so seriously that they can't see what's
valuable in them and how they are changing their basic relationship
with customers and audiences. Despite what you may have heard, blogs
are not like columns written by irresponsible people. The most
important bloggers are not the handful with hundreds of thousands of
readers but the tens of millions with only a few readers. And they're
important not because businesses can do one-to-one marketing to them -
it won't work and it will make your company look foolish - but because
weblogs are a new type of social group.
If your business can get past the misunderstands
this talk lays out, you have a way of building a new relationship with
your customers that will see you through hard times - blogging is great
for crisis management - and reward you in good times.
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The
audience learns
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The
five most common misperceptions about blogs - and how they get in the
way of your business
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How blogging can help increase customer
loyalty, innovation, employee retention and work for crisis management
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Why
blogging can be powerful medicine when taken internally
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The two
mistakes every business makes when it starts to blog
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The
War against Customers
What marketing can - and must - learn from the new
connectedness
For a hundred years, marketing has been waging war
against customers. It's time for a cease-fire.
The fundamental fact of marketing is that you're
trying to get an unwilling customer to do something they don't want to
do. That's why customers want to flee when they sense they're being
marketed to. But suppose waging war against our customers —
"targeting" them via "strategies" "tactics" -- isn't such a good idea?
And suppose customers simply won't stand for it any more?
The answer isn't to personalize
and do 1:1 marketing. That's like switching from
aerial bombardment to sending out hit squads. No, we need to change the
basic model of marketing that pits companies against their customers.
The problem goes back to the basics. Traditional
marketing views itself as a type of broadcast: a single voice gets to
send a message to a mass of people. This made sense when the mass media
were one-way. Back then, a company could control its market by
selectively releasing information about its products. In fact, markets
themselves are defined by this broadcast model, for a market these days
is a demographic segment that is likely to respond favorably to a
particular message lobbed at it.
But this old way of working has serious
disadvantages: customers don't trust messages and generally don't want
to listen to them. Now they don't have to. A staggering percentage of
the US market has another medium open to it: the Internet. Although the
Internet connects masses of people — over 500,000,000
worldwide so far — it is profoundly not a mass medium. It is
all about groups of people with passions in common talking to one
another in their own voice.
That makes the Internet the anti-broadcast medium:
it's not mass, it's not one-way, and it's not controlled by companies
that can pay to send out a message. The Internet is, in fact, a
conversation among your customers who are discovering that they are a
far better source of information about products and services than the
companies ever could be.
This is the most fundamental shift in marketing
since the creation of mass media. And it affects all marketing, on or
off the Web.
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The
audience learns
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How
the old techniques actually alienate customers who have learned a new
set of expectations thanks to their participation in the wired,
connected world
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The
keys to engaging in the new customer conversations the market expects
and demands
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To
anticipate the most important change in customer dynamics and in
marketing since the invention of mass media 80 years ago
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