1. Strategic Innovation Online Anne Pauker Kreitzberg Charles B. Kreitzberg, PhD Keynote Seminar www.cognetics.com

2. About Us  Business Strategy  Organizational Effectiveness  Teaches at Wharton  Designer of Interactive Products  Usability & User Experience  Computer Science and Cognitive Psychology

3. We will leverage our collective brain power to gain insight into ways to create compelling Web 2.0 products:  Attract, engage and retain customers  engender loyalty  build communities  create profit  support innovation  are manageable  do good Today’s Goal

4. Our Focus Strategic Design Organizational Culture Product

6. You are engaged with Web 2.0

7. Several Problems Stand Out Copyright 2008 by Cognetics Corporation. All Rights Reserved.

8. You’re Making Progress

10. The Public is Engaged Adults in the US who use the Internet: Over 40%Read customer reviews/ratings Watch video posted by other users Read online forums or discussion groups Over 30%Read blogs Visit social networking sites Over 20%Update/maintain a profile on a social networking site Contribute to online forums or discussion groups Over 10%Post ratings/reviews Comment on someone else’s blog Listen to podcasts Use RSS feeds “Vote” for websites on line (e.g., Digg) Source: Forrester, The Growth of Social Technology Adoption (October 2008) North American Technographics® Media And Marketing Online Survey, Q2 (2008)

11. Business is Responding

12. B2B use of emerging media Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies)

13. What’s most useful Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies)

14. Source: 2008 Tribalization of Business Study Deloitte, Beeline and Society for New Communications Research

15. Concern about sharing of inappropriate or sensitive information. There are some things to be concerned about Security Ensure security without stifling creativity and communication. Compliance Balance enterprise needs vs. ease and accessibility of web tools. Competition More agile, creative and smaller companies may present a real threat. Empowerment Transparency Inaccuracies and gaffes are quickly found and spread. Generation Gap Boomers and Millennials use the web differently. Behavior Public Face User-generated posts can remain available for years - all over the web. Usability Usability is not well understood or a core competence. Communication Cross-functional teams don’t communicate well. Employees can get info they need and take action.

16. Web 2.0 is a Platform Community ContentComputing The Three C’s of Web 2.0

17. The Underlying Technologies

19.  Jazz-On-line  Non-profit site  located in France  Established 2001 by Michel Essevaz-Roulet  http://www.jazz-on-line.com/ Jazz-On-line The Jazz on line website was created in 2001 by Michel Essevaz-Roulet to provide access to the American music of the first half of the XX. secular. First half XX. American music was recorded on 78 rpm shellac discs which are a humanity treasure and are to be preserve. So is the purpose of Jazz on line, and you are invited to help us to verify titles, executants, catalog numbers, matrix, etc. We intend also to find again the names of the authors or composers, which are often omitted in the catalogs. Jazz on line is a non- profit organisation (following the French law of July 1901. Mission Statement:

20. Home Page

21.  25,000 tracks of sound recordings from 1891-1956.  We have a preliminary legal opinion that these tracks are public domain and can be used on the web and downloaded.  The person from whom we are purchasing the DB will continue to add tracks and will make them available to us in exchange for a fee. What We are Getting

22. What the Current Website Offers Tracks Search Browse by Artist Listen Online Download Tracks Playlists

23. Search Page

24. Playlists

25. The Stages of Product Design (LUCID) Sales & Marketing Idea Content Legal Customer Support Release Finance Engineering Business ConceptProduct ConceptImplementation Other influences:

26. Group Activity: Brainstorming Idea Audience Purpose: To generate ideas and audience segment to go with it. Goal: As a group try for at least 3 good ideas What is the ideaWho is it for and why Crystallize your thoughts to make them as specific as possible. If necessary, rethink the idea until you can express it in the single sentence. One sentence

28.  3 audience segments  5-6 key functions Narrow Down (Voting)

29.  25-50 words that express:  What is the product  Who is it for  What benefits does it deliver to the audience that makes it compelling and worth paying for Synthesize a High Concept

31. The Audience Model InternalExternal Niche Crowd Team Mass Market Enterprise Special Interests

32. Example of a Persona Sue Hoffman “I love music and I live kids. My job combines both of them. And I get the en tire summer to travel.” Sue Hoffman teaches music at Fieldmark Middle School. She leads the chorus and also teaches percussion for the orchestra and marching band. She graduated from Ohio State in 2003 with a degree in voice and music education. Her husband Mark teaches chemistry at the high school in the same district so they can travel to work on most days. She is always looking for creative ways to get her students engaged with music. Her experience with technology is limited but she is willing to try it. She took a course in MIDI and synthesizers in college and enjoyed it but still finds it a bit challenging. However, she often team teaches with Ron Davis who does a lot of sound recording. She likes classical music, opera and heavy metal. Key Attributes Age: 38, Married to Mark, also a teacher. No children Occupation: Music Teacher Middle School Lives in a garden apartment complex, hopes to buy a house in the next 12-24 months. Uses her summer vacations to travel around the world uses the Internet for research to find materials for her classes

33. Group Activity: What’s Meaningful?  Working in your groups, select one of the audience segments that we identified.  Use the form in your handout to identify elements in the site that will engage this segment.

35.  Subscription/Membership  Pay as you go  Advertising  Other models? Current Business Models You have content and you have audiences and in the end you can either sell content to your audience or sell your audience to someone else. ” “ Simon Alterman, Dow Jones ASIDIC Meeting Fall 2008

37. E3T: Creating a Positive Experience EngagementEmpowermentEase of UseTrust

38. Six Degrees of Social Computing™

39. Dimensions of Community

40.  Working in groups:  Select one of the audience segments  Brainstorm about community features that would work for this segment. Group Activity: Building Community

41. Strategic Design Organizational Culture Product

42. Strategic Design Sales & Marketing Idea Content Legal Customer Support Release Finance Engineering Business ConceptProduct ConceptImplementation Other influences:

43. The Five Pillars of a Web 2.0 Friendly Culture

44. Copyright 2009 by Cognetics Corporation. Anne & Charlie Kreitzberg anne@cognetics.com charlie@cognetics.com