Artyplan Barcelona
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Transcript of Artyplan Barcelona
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olga [email protected] [email protected]
Barcelona, 4 de setembre de 2009
Estratègia i empresaen temps de xarxes
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
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5
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
1
2
3
4
5
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34.7 41.7 41.1 49.9 50.1 62.1 69.8 72.3 75.6 76.9 78.4
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
1 CANVIS SOCIALS
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Es consoliden els models democràtics
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Es globalitzen els mercats
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Les persones i les idees poden circular
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2 TOT VA MOLT RÀPID
34.7 41.7 41.1 49.9 50.1 62.1 69.8 72.3 75.6 76.9 78.4
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
mp3
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
1.600 M817 M361 M36 M
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Web 2.02004
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Xarxes socials2008
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Creat el 2004
120 milions d’usuaris al món1.250.000 usuaris a Espanya
Hi ha el 85% dels universitaris EUA
Conté 55.000 xarxes socialsConté 5.000 milions de fotos (14 milions noves al dia)
65.000 milions de pàgines vistes al mes
Xarxes socials2008
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1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008
HardwareInfraestructura
SoftwareEficiència
Xarxes SocialsRelació
Pentium
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“Ara la societat és una xarxaenlloc d’una estructura:es percep i es tractacom una matriu de connexionsi desconnexions”
Zygmunt Bauman
3
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“Fins ara el progrès era una promesade felicitat universal i duradera
(...)
però ara representa l’amenaçad’un canvi implacable i inexorable, que lluny d’anunciar pau i repós, anuncia una crisi i una tensió contínues que no permetran cap moment de relaxament”Zygmunt Bauman
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
1
2
3
4
5
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La tecnologia es popularitza1
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Els continguts esdevenen digitals2
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La socialització esdevé digital3
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La identitat esdevé digital4
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vs josep.fr (frança)vs josep.org (non profit)
= professional = personal = spam= acadèmic= buscant parella= descàrregues
josep.es (espanya) josep.com (empresa)
[email protected] [email protected] [email protected]
[email protected] [email protected]
Alguns signes d’identitat esdevenen digitals
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Abundància5
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Dades6
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UM – Wave.4 – Juliol 2009
70,5% de la població adulta accedeix a Internet
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Dades
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32,01% de la població entre 16 i 54 anys puja vídeos a Internet
UM – Wave.4 – Juliol 2009
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84,1% de la població entre 16 i 54 anys mira vídeos a Internet
UM – Wave.4 – Juliol 2009
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59% de la població entre 16 i 54 anys participa en xarxes socials
UM – Wave.4 – Juliol 2009
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Nous hàbits de consum
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Les ofertes es busquen des de casa
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7 Digitals?
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Marc Prensky
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Marc Prensky
Comuniquen diferentComparteixen diferentCompren i venen diferentIntercanvien diferentCreen diferentEs reuneixen diferentAvaluen diferentJuguen diferentAprenen diferentBusquen diferentOrdenen diferentSocialitzen diferent
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John Palfrey
La identitat digital és tant o més important que la real.
Tenen la capacitat de treballar en paral·lel, en multitasca.
Dominen els mitjans de producció digital.
Veuen el mercat com a prosumidors.
El món com a terreny de joc.
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“És absurd parlar d'addicció a Internet, és com dir que algú que llegeix molt és addicte a la cel·lulosa”
José Miguel Gaonapsquiatra
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El que està passant a internet és una avantguarda social
no és tecnologia
és una resposta a temps de canvis
8
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eines
actitudshabilitats
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
1
2
3
4
5
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soroll
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informar
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actuar
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investigar
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mobilitzar
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
1
2
3
4
5
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1 Definir un model de presència a la xarxa
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La presència d’una empresa a Internet és la suma del conjunt d’accions que diferents actors desenvolupen a diferents llocs de la xarxa.
L’estratègia a la xarxa no queda resolta amb el disseny d’una web oficial.
Cal gestionar l’entorn digital.
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Cal disposar d’un model de presència a la xarxa
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2 Definir una estratègia concreta
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Recursos estratègics
Recursos de suport
Imatges Vídeos Presentacions
MonitoritzacióQuadre d’indicadors
Social Media Plan
Objectius Procediments
Vessant Social Facebook 1 Facebook 2 Facebook 3
Vessant Professional Linkedin 1
Vessant Institucional Web Mailing
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3 Gestionar un canvi cultural
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1980 1990 2000 2010
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1980 1990 2000 2010
1955 1965 1975 1985
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1980 1990 2000 2010
1955 1965 1975 1985
4 % 26 % 51 % 19 %
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4 Definir un model de desenvolupament
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eines
actitudshabilitats
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5 Definir un model de gestió
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Organitzacions ambidestresCharles A. O’Reilly III & Michael L. TushmanHarvard Business Review, junio 2004
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Què ha passat?
Què està passant?
Quines conseqüències té?
Què he de fer?
Com ho he de fer?
1
2
3
4
5
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“Sigueu moderns, llegiu els clàssics”J.V. Foix (1894–1987)
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1.Generar una sensació d’urgència (la necessitat d’actuar davant una situació crítica)
2.Organitzar una forta coalició directiva (un grup amb capacitat d’encapçalar els esforços i de treballar conjuntament).
3.Generar una visió que ajudi a focalitzar quin és el canvi desitjat.
4. Comunicar la visió (on es vol arribar)
5.Facilitar que altres posin en pràctica aquesta visió
6.Planificar obtenir èxits en el curt termini (que animin a continuar endavant)
7. Consolidar les millores i produir més canvis
8. Institucionalitzar nous mètodes
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Els mercats parlen.
Internet és un espai social.
Necessitem noves actituds i habilitats.
Els models de gestió i els dels negocis estan canviant.
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grcs !