hello everyone marco montemagno here
digital domination summit 2013 and with
me Jeremiah
o younger is Jeremy ax is the right way
to pronounce your surname yes or no you
did a great job I was right I’m so bad
with all the third different surnames
starting from – so difficult right Jamia
you are the person that I always go to
read for years now every time there is
something social media related and our
social media new technology impact on
business is your for me your blog is the
Bible where I go to check you know and
take notes of everything that is that it
makes any interest so let’s start from
this hot topic that you’re talking about
this collaborative economy you’re giving
this I would say this tag you know you
you launching this buzzword what is all
about I mean is something different
between paid earn its media or no it’s
nothing new sharing is not new at all
Marco in fact you know our moms told us
to share for years but now the
difference is because of social and
mobile technologies you can share
quickly with other people but not just
ideas or media now people are sharing
products goods services and the stuff in
their house right this is actually the
next phase of social business that
people are sharing their cars their
homes and they’re using social tools to
make this happen it’s not newly he’s a
few examples okay yeah um let’s imagine
I’m going I’m coming over to visit you
where do you live oh I’m in UK now in
London okay well I might see you at
LeWeb where I’m gonna be presenting this
research under collaborative economy and
June 5th in London so let’s imagine I
want to get to see you so instead of
renting a taxi hiring a taxi I could use
real a ride and take my neighbor’s car
or I could have somebody pick me up in
my neighborhood using lyft and I don’t
have to call a taxi right when I get to
London I don’t have to go to a hotel I
can stay at somebody else’s house using
Airbnb if I need a place to work I can
use pivot desk or share desk or liquids
space to find an office if I need
funding in order to grow my company I
can use peer landing or such as lending
clubs or prosper to get instead of going
to a bank in all of those examples I’ve
been able to bypass corporations to get
what I need from other people you know
it’s faster it’s cheaper and I’m not
wasting the earth’s resources to do that
so the key point here is the next phase
of social business is beyond marketing
support or PR it’s a social business
model and this is why we call it a
collaborative economy yeah does that
make sense what do you think yeah the
question is the following I remember an
old article from Kevin Kelly where he
was talking about the shift from
property to office and then if yeah as
you say now it’s true Airbnb viable all
these companies what do you suggest to
company that are not social by default
but I mean there are traditional company
so you talk with all these companies in
your events and how can they shift what
what could they do to change without
disrupting completely their their model
yeah Kevin and I spent some time at an
event in Stanford I’ve talked to doc
Searls Cluetrain Deborah Schultz he’s
been in the space and then I’ve
interviewed Lisa ganske and
collaborative consumption crew and Neil
from shareable magazine so I’ve been
interviewing all these people from my
research that have looked at startups
last night I was with BMW who’s actually
moving into this space they’ve invested
and shared my parking space on one of
those websites Ryan they’re allowing for
their cars to be rented off their Lots
in San Francisco that’s right they’re
completely shifting their business model
and Toyota Disclosure client is doing
the same thing as well NBC has sponsored
Yertle which encourages people to share
products rather than buy them that’s
very disruptive so the long story here
is a few corporations are moving into
this space but before we talk about what
they should do and I do have
recommendations for them today
and this will be you’re getting a sneak
preview in your audience of what’s gonna
be my little web keynote you know here’s
what it actually means to companies the
first three things the first one is
the way that they do business Marco is
changed because staffing and and where
you get your ideas and people and
locations and your office space is now
on demand so companies first have to
adopt this movement just like we said Oh
companies you have to be a social
business well you better start by being
social internally first right be through
Schillings first person that’s right
so that’s happening as the first thing
here’s the second insight than we found
from the research and are the many
interviews and looking at the data it
actually means that corporations have to
care about their customers or the
long-term
now market you’re probably saying oh but
they do they tell us that they do all
the time that’s the mentality defender
messages where we care consumer first
well if you do you wouldn’t have a 1-800
support line in a queue if you did you
wouldn’t have an FAQ on your website so
instead of short-term transactions of a
selling companies now have to think
about long-term sustainable products and
listen I’m not a hippie I’m a capitalist
I have a business degree
I’m with the corporation’s I serve them
so I’m not a hippie but it means that
these products that last longer in the
long run are going to matter more and
consumers are going to buy those because
they’re gonna resell lease or trade
those with other people in the secondary
markets okay that’s where you see the
big change ah that’s right so it means
long-term products are gonna matter more
in the resale market so here’s the third
insight and this one this one is a very
bizarre this one means that corporations
because companies are going to because
consumers are going to buy once and
trade many times with each other that’s
what’s happening here
that’s a disruption let me give you a
stat one properly shared car and this is
UC berkeley’s data means that there’s
nine cars that don’t need to be
purchased no I mean you live in London
you live in Europe this is common I was
just in Denmark this is what they’re
already doing this with bikes and
getting good cars BMW last night said by
2050 even cities can’t support the
amount of new people moving into cities
therefore they can’t support the cars
BMW knows there is no choice but to
shift to car sharing
so rather than be disrupted they say
that there’s the opportunity to rent or
lease nine cars not sell nine cars and
they’re gonna change their business
model so what’s the third insight here
it here’s where it is it means that
companies actually have to care about
the relationships between two customers
between two customers as they share in
trade amongst themselves and if a brand
is this right
it means they monetize that relationship
right so summarize it means companies
have to live in the sharing economy is
collaborative economy themselves – it
means long term relationships actually
meant no really it really matters now
and three the relationship each mean
customers matter can I just share one
story about yours sure go ahead
okay sorry I’m not a roll I’m gonna keep
on sewing go go go go
I’m sorry done I hope I saw myself and
I’m now totally yellow because the Sun
came out and never come out in love
itself your story’s inviting me go I
love it what we should just be happy
that there’s this Sun in London because
that’s a rare feat in itself okay so
here’s the old way of doing business
this is called brand experience a brand
experience and it sounds like this I
talk ud quiet right I talk you be quiet
that’s a brand experience now that’s
changed we’re in the age of social and
today it’s a customer experience and it
sounds like this I listen I engage I
listen I engagement that’s what brands
are doing today you see it on their
social media channels yeah now get ready
here’s the change it’s about to change
one more time the next phase is called a
market experience and this means that
the companies have to help two customers
connect to each other to share or buy or
trade their services do you matsing
marketplace Austrian super interesting
do you think that any all industries
will will be impacted by this okay yeah
yes or no so we’ve we’ve run through the
analysis of all the verticals and I have
a lot of brand clients so the most
obvious ones are the following companies
are not sustainable to idle usage goods
three hi consideration goods such as
cars or washing machines yes I own that
if you can share it in frequent usage
I’ve talked about that like the drill
Rachel Rachel Botsman says that the
average electric drill is used 12
minutes per his lifetime okay so why
would you Oh Matt also unattainable
luxuries so rent their runway offers so
this is not just about for people that
are trying to pinch their their wallet
this is not out that at all
so Rent the Runway it’s consumers on a
subscription basis to get brand new LV
purses and stuff from New York and
that’s three cents of them in this
repackaged and they traded amongst each
other
got it so it is also a luxury at uber
and there’s one for jets and and also
for yachts yeah so it’s not to save
money only because that this is I think
a misconception but you okay there is a
couple of industries that we so I
already talked about banks are afflicted
even HR workforce is afflicted I’m the
one I’m not sure about delmarco
is like health care insurance okay I’m
not sure if that can be transferable so
I’m still thinking about that if anybody
has any ideas let me know all right a
couple of minutes more mmm you recently
was at a Google i/o conference or I’m
wrong yeah yeah because I try to
understand and I saw your Marketo tote
which was very interesting and I just
say to the viewers just go and check
Jeremy at OCAD market a conference
because what’s very interesting about
the how many screens you have and so on
what’s happening there I mean with this
Google glass and all this point of
digital contact with users could you
help us to understand a bit more how to
be honest yeah yeah so my next report is
on the collaborative economy but we can
but I recently did a report on converged
media about how paid owned and earned
are all coming together and I feel like
we should just dedicate a whole session
to that there’s not even enough time to
talk about that but that’s happening on
digital screens and we’re absolutely
tracking how digital is happening and
yeah I do have Google glass which I’m
sharing it with my colleagues and it’s
okay it’s really clumped
but it’s like imagine iPods in 2000 all
right
big fat carries like a thousand songs
which at the time you thought was a lot
and has a big round weird dial it’s just
kind of hard to knows which we don’t use
that anymore so it’s like that early
technology but really revolutionary it’s
going to change how we do computing and
and because digital screens are going to
be with us everywhere Marco it means
there’s lots of opportunities for
marketers and lots of opportunities for
customers to screen out marketing in the
real world right so it’s a double-edged
sword sort okay Jeremy on last question
I’m just curious do you have any
particular app that you use during the
day and you say you suggest to all
company to use this mobile app or tool
that you say gosh this is for
productivity or for business digital
business is amazing
do you have any top favorite app well
there’s a suite of apps I mean we we’re
in the cloud everything that we do we
can transfer between computers so I’m a
big fan of a pseudo Docs okay we also
use some people in a company’s Evernote
as well we don’t have I wouldn’t say we
have a clean solution across although
these preserve me as a different
preference but just collaborating on
these talks in real time I’m in them all
the time I have so many tabs open
usually yeah great
Germany thank you so much I’ll let you
go thank you for this short interview
but was super interesting guys just go
to check der mia blog and all the
research that you always do good luck
for everything thanks for having me mark that would say k everybody thanks mine
digital domination summit 2013 and with
me Jeremiah
o younger is Jeremy ax is the right way
to pronounce your surname yes or no you
did a great job I was right I’m so bad
with all the third different surnames
starting from – so difficult right Jamia
you are the person that I always go to
read for years now every time there is
something social media related and our
social media new technology impact on
business is your for me your blog is the
Bible where I go to check you know and
take notes of everything that is that it
makes any interest so let’s start from
this hot topic that you’re talking about
this collaborative economy you’re giving
this I would say this tag you know you
you launching this buzzword what is all
about I mean is something different
between paid earn its media or no it’s
nothing new sharing is not new at all
Marco in fact you know our moms told us
to share for years but now the
difference is because of social and
mobile technologies you can share
quickly with other people but not just
ideas or media now people are sharing
products goods services and the stuff in
their house right this is actually the
next phase of social business that
people are sharing their cars their
homes and they’re using social tools to
make this happen it’s not newly he’s a
few examples okay yeah um let’s imagine
I’m going I’m coming over to visit you
where do you live oh I’m in UK now in
London okay well I might see you at
LeWeb where I’m gonna be presenting this
research under collaborative economy and
June 5th in London so let’s imagine I
want to get to see you so instead of
renting a taxi hiring a taxi I could use
real a ride and take my neighbor’s car
or I could have somebody pick me up in
my neighborhood using lyft and I don’t
have to call a taxi right when I get to
London I don’t have to go to a hotel I
can stay at somebody else’s house using
Airbnb if I need a place to work I can
use pivot desk or share desk or liquids
space to find an office if I need
funding in order to grow my company I
can use peer landing or such as lending
clubs or prosper to get instead of going
to a bank in all of those examples I’ve
been able to bypass corporations to get
what I need from other people you know
it’s faster it’s cheaper and I’m not
wasting the earth’s resources to do that
so the key point here is the next phase
of social business is beyond marketing
support or PR it’s a social business
model and this is why we call it a
collaborative economy yeah does that
make sense what do you think yeah the
question is the following I remember an
old article from Kevin Kelly where he
was talking about the shift from
property to office and then if yeah as
you say now it’s true Airbnb viable all
these companies what do you suggest to
company that are not social by default
but I mean there are traditional company
so you talk with all these companies in
your events and how can they shift what
what could they do to change without
disrupting completely their their model
yeah Kevin and I spent some time at an
event in Stanford I’ve talked to doc
Searls Cluetrain Deborah Schultz he’s
been in the space and then I’ve
interviewed Lisa ganske and
collaborative consumption crew and Neil
from shareable magazine so I’ve been
interviewing all these people from my
research that have looked at startups
last night I was with BMW who’s actually
moving into this space they’ve invested
and shared my parking space on one of
those websites Ryan they’re allowing for
their cars to be rented off their Lots
in San Francisco that’s right they’re
completely shifting their business model
and Toyota Disclosure client is doing
the same thing as well NBC has sponsored
Yertle which encourages people to share
products rather than buy them that’s
very disruptive so the long story here
is a few corporations are moving into
this space but before we talk about what
they should do and I do have
recommendations for them today
and this will be you’re getting a sneak
preview in your audience of what’s gonna
be my little web keynote you know here’s
what it actually means to companies the
first three things the first one is
the way that they do business Marco is
changed because staffing and and where
you get your ideas and people and
locations and your office space is now
on demand so companies first have to
adopt this movement just like we said Oh
companies you have to be a social
business well you better start by being
social internally first right be through
Schillings first person that’s right
so that’s happening as the first thing
here’s the second insight than we found
from the research and are the many
interviews and looking at the data it
actually means that corporations have to
care about their customers or the
long-term
now market you’re probably saying oh but
they do they tell us that they do all
the time that’s the mentality defender
messages where we care consumer first
well if you do you wouldn’t have a 1-800
support line in a queue if you did you
wouldn’t have an FAQ on your website so
instead of short-term transactions of a
selling companies now have to think
about long-term sustainable products and
listen I’m not a hippie I’m a capitalist
I have a business degree
I’m with the corporation’s I serve them
so I’m not a hippie but it means that
these products that last longer in the
long run are going to matter more and
consumers are going to buy those because
they’re gonna resell lease or trade
those with other people in the secondary
markets okay that’s where you see the
big change ah that’s right so it means
long-term products are gonna matter more
in the resale market so here’s the third
insight and this one this one is a very
bizarre this one means that corporations
because companies are going to because
consumers are going to buy once and
trade many times with each other that’s
what’s happening here
that’s a disruption let me give you a
stat one properly shared car and this is
UC berkeley’s data means that there’s
nine cars that don’t need to be
purchased no I mean you live in London
you live in Europe this is common I was
just in Denmark this is what they’re
already doing this with bikes and
getting good cars BMW last night said by
2050 even cities can’t support the
amount of new people moving into cities
therefore they can’t support the cars
BMW knows there is no choice but to
shift to car sharing
so rather than be disrupted they say
that there’s the opportunity to rent or
lease nine cars not sell nine cars and
they’re gonna change their business
model so what’s the third insight here
it here’s where it is it means that
companies actually have to care about
the relationships between two customers
between two customers as they share in
trade amongst themselves and if a brand
is this right
it means they monetize that relationship
right so summarize it means companies
have to live in the sharing economy is
collaborative economy themselves – it
means long term relationships actually
meant no really it really matters now
and three the relationship each mean
customers matter can I just share one
story about yours sure go ahead
okay sorry I’m not a roll I’m gonna keep
on sewing go go go go
I’m sorry done I hope I saw myself and
I’m now totally yellow because the Sun
came out and never come out in love
itself your story’s inviting me go I
love it what we should just be happy
that there’s this Sun in London because
that’s a rare feat in itself okay so
here’s the old way of doing business
this is called brand experience a brand
experience and it sounds like this I
talk ud quiet right I talk you be quiet
that’s a brand experience now that’s
changed we’re in the age of social and
today it’s a customer experience and it
sounds like this I listen I engage I
listen I engagement that’s what brands
are doing today you see it on their
social media channels yeah now get ready
here’s the change it’s about to change
one more time the next phase is called a
market experience and this means that
the companies have to help two customers
connect to each other to share or buy or
trade their services do you matsing
marketplace Austrian super interesting
do you think that any all industries
will will be impacted by this okay yeah
yes or no so we’ve we’ve run through the
analysis of all the verticals and I have
a lot of brand clients so the most
obvious ones are the following companies
are not sustainable to idle usage goods
three hi consideration goods such as
cars or washing machines yes I own that
if you can share it in frequent usage
I’ve talked about that like the drill
Rachel Rachel Botsman says that the
average electric drill is used 12
minutes per his lifetime okay so why
would you Oh Matt also unattainable
luxuries so rent their runway offers so
this is not just about for people that
are trying to pinch their their wallet
this is not out that at all
so Rent the Runway it’s consumers on a
subscription basis to get brand new LV
purses and stuff from New York and
that’s three cents of them in this
repackaged and they traded amongst each
other
got it so it is also a luxury at uber
and there’s one for jets and and also
for yachts yeah so it’s not to save
money only because that this is I think
a misconception but you okay there is a
couple of industries that we so I
already talked about banks are afflicted
even HR workforce is afflicted I’m the
one I’m not sure about delmarco
is like health care insurance okay I’m
not sure if that can be transferable so
I’m still thinking about that if anybody
has any ideas let me know all right a
couple of minutes more mmm you recently
was at a Google i/o conference or I’m
wrong yeah yeah because I try to
understand and I saw your Marketo tote
which was very interesting and I just
say to the viewers just go and check
Jeremy at OCAD market a conference
because what’s very interesting about
the how many screens you have and so on
what’s happening there I mean with this
Google glass and all this point of
digital contact with users could you
help us to understand a bit more how to
be honest yeah yeah so my next report is
on the collaborative economy but we can
but I recently did a report on converged
media about how paid owned and earned
are all coming together and I feel like
we should just dedicate a whole session
to that there’s not even enough time to
talk about that but that’s happening on
digital screens and we’re absolutely
tracking how digital is happening and
yeah I do have Google glass which I’m
sharing it with my colleagues and it’s
okay it’s really clumped
but it’s like imagine iPods in 2000 all
right
big fat carries like a thousand songs
which at the time you thought was a lot
and has a big round weird dial it’s just
kind of hard to knows which we don’t use
that anymore so it’s like that early
technology but really revolutionary it’s
going to change how we do computing and
and because digital screens are going to
be with us everywhere Marco it means
there’s lots of opportunities for
marketers and lots of opportunities for
customers to screen out marketing in the
real world right so it’s a double-edged
sword sort okay Jeremy on last question
I’m just curious do you have any
particular app that you use during the
day and you say you suggest to all
company to use this mobile app or tool
that you say gosh this is for
productivity or for business digital
business is amazing
do you have any top favorite app well
there’s a suite of apps I mean we we’re
in the cloud everything that we do we
can transfer between computers so I’m a
big fan of a pseudo Docs okay we also
use some people in a company’s Evernote
as well we don’t have I wouldn’t say we
have a clean solution across although
these preserve me as a different
preference but just collaborating on
these talks in real time I’m in them all
the time I have so many tabs open
usually yeah great
Germany thank you so much I’ll let you
go thank you for this short interview
but was super interesting guys just go
to check der mia blog and all the
research that you always do good luck
for everything thanks for having me mark that would say k everybody thanks mine
Please follow and like us: