Categorie
Web & Tech

Le difficoltà dei monopolisti digitali

The reality is that technology has an amplification effect on business models: it has raised the Internet giants to unprecedented heights, and their positions in their relevant markets — or, more accurately, value chains — are nearly impregnable. At the same time, I suspect their ability to extend out horizontally into entirely different ways of doing business — new value chains — even if those businesses rely on similar technology, are more limited than they appear.

Ben Thompson analizza in maniera esemplare perché Amazon, Google, Microsoft sono bravi a fare qualcosa, ma non altrettanto bravi a competere in servizi complementari. Assolutamente da leggere.

The Value Chain Constraint https://stratechery.com/2019/the-value-chain-constraint/

Categorie
Web & Tech

Instagram per il business mostra le prime crepe

Instagram ha superato 500 milioni di profili attivi ma la pressione della pubblicità e dei brand è tale che i sintomi di disaffezione aumentano. Fast Company ha raccolto alcune opinioni che, se sono rondini che non fanno primavera forse, un campanello d’allarme lo suonano. I profili influencer che si fanno pagare per promuovere soggetti terzi cominciano a non essere più appetibili come un tempo e Snapchat aumenta la presa sul pubblico più giovane, che non pubblica immagini su Instagram con lo stesso ritmo di una volta.

snapchat

Una cosa è certa: il volume di contenuti su Instagram è tale e tanto, che l’avvento dell’algoritmo, che pesa ciò che più è potenzialmente interessante per l’utente, apre la via alla necessità di spingere con la promozione a pagamento per mantenere visibilità. Ritorniamo al discorso delle uova e dei panieri fatto con Facebook: azienda, se ci vuoi essere, apri il borsellino e paga.

Snapchat, non in Italia, continua a dare a Instagram filo da torcere. Gli utenti partecipano con minore inibizione e spostano parte del proprio tempo su questa piattaforma. Troppo presto però per il business per cantare vittoria e saltare sul nuovo carro di tendenza, perché di strumenti per il business al momento non ce ne sono e le uniche innovazioni vengono sul panorama pubblicitario. Dimostrazione, se ce ne fosse bisogno, che prima vengono gli utenti, poi gli inserzionisti e solo terze le aziende.

Snapchat cresce più di Instagram

Instagram e il business

Categorie
Media & Social media

Fineco, la gamification arriva in banca

Piano piano, argomenti di cui si parla da tempo su questi spazi, diventano di massa. Ricordi il termine gamification, con il quale si intende l’introduzione di elementi di gioco all’interno di servizi, per incrementarne e incentivarne l’uso?

badge fineco

Ebbene, Fineco ha appena avviato un sistema di badge (quelli che vedi sopra), attribuiti al profilo dell’utente/cliente che conosce e utilizza tutti i servizi del proprio conto corrente.

Sotto invece l’email inviata ai clienti dove viene promosso il nuovo profilo utente.

fineco gamification

Categorie
Web & Tech

La miniera di link di Benedict Evans

Un link meglio dell’altro. La newsletter di Benedict Evans è oro puro.

Un concentrato settimanale di segnalazioni su mobile, app, tech, web, con un occhio business rivolto al futuro, denso, anzi densissimo!

Abbonati!

Categorie
Formazione permanente Lavora meglio

[esclusivo] Brian Solis sul futuro del business

business

Nei giorni scorsi ho avuto il piacere di intervistare Brian Solis a proposito del suo nuovo libro da poco uscito tradotto in italiano da Hoepli: Qual è il futuro del business? Utile lettura, che spero possa invogliarti a leggere tutto il libro, certamente stimolante.

Disruptive technology

What would You suggest to a family medium business like hundreds or thousands in Italy? How could they embrace this positive change? Where should they start from?

Disruptive technology is just that…it’s disruptive. Every so often, something new comes around and completely upsets the balance. Now, innovation is part of our society and it’s only accelerating. The key to success is to simply accept that this is the end of business as usual. The way that things were done only evolve to accommodate the expectations and preferences of evolved customers and employees. And, that’s where we begin. We need to understand what’s changing so that we can learn and adapt. This isn’t anything to fear nor is it something that we should discount. But ignoring how technology is affecting customer or employee behavior isn’t an option. In the end, that’s what this is about…behavior.

What’s different about your connected customers over your traditional customers?

How are they using technology to make decisions?

What do they search for? What do they ask? Where do they go?

Most importantly…what comes back in their search or what answers are given to their common questions?

Answering these questions makes change approachable because you can see and feel what’s different. Any impassioned business professional will realize that technology doesn’t present challenges or obstacles. The word change here is similar to saying improvement…improvement to chase new opportunities and grow your business.

Digital influence

Is this a key topic for consumer goods and big companies or it could interesting to leverage for SMB too? How could You manage it with only a few resources to spend on that?

Digital influencers are those experts and authorities in any market that customers and prospects find when in search of information, direction, or validation. This is a bit different than advocates, which may or may not be customers, but share a passion for the company’s products, services or purpose. Regardless of the size of the business, it’s imperative for to learn who influences and advocates for your business and your competition. There are of course many services such as eCairn and Traackr that make it easy to identify who they are, what they talk about and where. But, this is a future that shares much with the past…relationships are everything. Getting to know them is just the beginning. Recognizing their work. Engaging them to learn more before you need something is also key.

In a connected world where people trust others like them, finding influential people in networks where customers and prospects engage with one another will only help you learn more about expectations, challenges, and opportunities. More so, you’ll learn about the people whom others trust and how to build a relationship with them. Taking the time to learn and engage helps you expand your reach from one-to-one to one-to-one-to-many. Word of mouth is more powerful than ever before. I understand that time is limited, but you get out of relationships, whether in real life or online, what you put into them.

New customer

What about B2B companies? I believe we should address this topic from a P2P (people to people) point of view, what is Your opinion?

One of the first things I often hear from b2b marketers and strategists is that all examples of new media are inherently b2c. They then venture to ask how new technologies apply to their world. It is for this reason that I begin referring b2b and b2c as simply p2p, people to people. That’s what this is about…people. The question is how are your connected customers different than your traditional customers? Decision-making takes place online of course. Connected customers use different networks and tools to discover, engage, and share. This really is about journey mapping to uncover the new touch points, technologies and the behaviors that shift as a result.

While the networks and apps may change, your customer’s journey is increasingly shifting from older touch points to new social and mobile communities. It’s true for everything.

The one thing that I’d also like to mention is that because everyone is becoming more connected, customers are changing. This is particular interesting for b2b companies as their customer’s customer may be changing faster than the value chain that is designed to serve them. In many ways this is an opportunity for b2b companies to help their business customers adapt to better serve their connected consumers (b2b2c)

Behind the book

You used a cool format, very visual, colorful and straight to the point. What’s the story behind the book?

The book is a testament to the fact that technology is changing people’s behavior and we have to change along with it. I recently stumbled across a statistic that shows teenagers can only focus for six minutes while doing homework until they have to reach for a connected device to plug-in.

How can I help businesses change if I can’t change myself? I’ve written many books but this is the first where I stepped back to approach the opportunity differently. Rather than publish a book the same old way with the same paper, shape, and font, I decided to study how connected consumers or Generation-C (connected) as I refer to them, read and share content online and on devices. What I learned is that multitasking is part of the experience now and that information can be presented on paper in a way that’s familiar, and appreciated, on digital devices. Essentially what I set out to answer is if we know consumer behavior is changing what would the ideal book look like to be accepted and valued in today’s digital lifestyle.

When you start with a different question you get a different result. And, that’s the point. This is a time for innovation and reinvention. I partnered with my friends at Mekanism to create what is a digital UI in printed book form. We call it an analog app. It’s rich with visuals, infographics, and also cartoons that summarize each chapter drawn by my dear friend Hugh MacLeod (@gapingvoid).

Also, each chapter includes a navigation bar to help readers easily jump from section to section. It’s also important that I share that as a write, I had to change how I write. Here, my sentences are presented in burst formats, similar to Tweets, to help connect with readers in a more dynamic way. It also makes the content shareable.

Nothing is simplified however. It’s still a deep book. It’s just modernized to reflect how we interact with information now as a result of our connected lifestyle.

State of social technology in USA (and the world)

I met Your partner Charlene Li in Rome a couple of years ago and she told me even USA companies have not fully embraced social technology inside their business. Are we still at the beginning of a new era? Why millions of people are on Facebook, LinkedIn, Twitter and online but companies still invest not enough on digital? Do we have a cultural problem or a generational one?

The problem is purely philosophical. Social is part technology but it is what social unlocks and also empowers that is truly transformative. It’s a great equalizer. Social flattens markets and connects people to other people. As we become more connected we become more informed. With information comes power and empowerment. And with empowerment, consumers become more demanding.

It’s not just generational however. This is about everyone who lives a connected lifestyle. Sure Millennials are digital natives. But everyday people who are over 40 who use a smartphone or a tablet or social networks and apps start to exhibit Millennial-like behaviors. Businesses must not only embrace the technology that their customers use they must understand how technology is affecting discovery, perception, decisions, and loyalty.

Many companies think that the answer is digital. But digital is just a means to reach people. It’s how we change and evolve our philosophy to adapt to new expectations, behaviors and values to not just reach to markets, but to lead them in meaningful ways. That’s the future of business. This is a time for leaders…not managers.

Categorie
Media & Social media Web & Tech

#ijf13 /3 LinkedIn per giornalisti e non solo

Nel pomeriggio della prima giornata del Festival del giornalismo sono riuscito a seguire soltanto due presentazioni, perdendomi la conversazione sui social media in mezzo: ricarica batteria portatile e ricarica mentale.

Prima presentazione con LinkedIn per giornalista con il responsabile italiano di LinkedIn a dare consigli in prima persona. Tra gli appunti presi, non pubblicati in tempo reale causa connessione internet ballerina:

2 milioni di aziende da 170 paesi, 200 milioni di utenti nel mondo, 4 milioni di utenti in Italia, ben rappresentati IT e farmaceutico.

Profilo personale, consigli: foto (profili visti 7 volte di più rispetto ai senza foto), esperienze compresi gli interessi personali e volontariato, lingue parlate, skill (competenze)

Parole più utilizzate da usare meno: responsabile, specializzato, capacità organizzative, problem solving, creativo, multinazionale.

Raccomandazione in Italiano non è usato perché suona male. Si usa il termine segnalazione
Quanti contatti avere? 300 è un numero giusto: persone che conosco, con cui ho costruito un minimo di relazione. Ripulire ogni tanto. Rubrica digitale per il vostro futuro

Gruppi: sono 80.000, iscrivetevi, partecipate e apritene uno se siete competenti su un argomento (poco trattato aggiungo io)

Promuovere i tuoi articoli, anche su Twitter. Posizionarsi come esperto in materia. Logica dei 9 minuti al giorno.

Investimento di LinkedIn rivolto a studenti e neolaureati

3,3 miliardi di persone lavorano nel mondo e questo è il target di LinkedIn

Categorie
Esperienze Formazione permanente Lavora meglio

Impresa e comunicazione digitale a Napoli

Ne è passato di tempo da Culture digitali, il primo convegno sui blog a cui abbia mai partecipato, a Napoli nel giugno 2004. Torno a Napoli per un altro convegno su Impresa e comunicazione digitale, a dimostrazione di come il tempo sia passato, gli strumenti evoluti, ma la fame di conoscenza rimanga sempre alta.

Ci vediamo il 16 aprile alle 10,00 presso la Sala degli Angeli, all’Università degli Studi Suor Orsola Benincasa di Napoli. Non mancare, mi raccomando!

L’obiettivo del convegno è stimolare il confronto nel territorio tra mondo accademico, soggetti istituzionali, associazioni d’impresa, esperti di comunicazione, imprenditori e studenti. Apriranno i lavori il Rettore Lucio D’Alessandro e Maddalena della Volpe, professore di Comunicazione Strategica. Parteciperanno come relatori: Marco Esposito, Assessore allo Sviluppo del Comune di Napoli, Antonio Prigiobbo, designer, Vincenzo Caputo, Presidente Giovani Industriali di Napoli, Luca Conti, esperto di Social Media Marketing, Fabio Esposito, CEO Coconuda, Antonio D’Amore, Direttore Artistico di Runradio, web radio del SuorOrsola Benincasa di Napoli, Claudio Agrelli, Direttore creativo di Agrelli&Basta e Alessandro Mazzù, CEO di Qadra, Andrea Bacharach, Delegato Unione Industriali Formazione.

Categorie
Esperienze Formazione permanente Web & Tech

Fare Business con Facebook nella Top 100 di Amazon

Probabilmente grazie alla newsletter che Amazon ha inviato giorni fa, Fare Business con Facebook è ora nella Top 100 di Amazon.it. Con mia grande sorpresa scopro che non è la prima volta che succede, anzi! Dall’apertura di Amazon cinque mesi fa, il libro è stato nella Top 100 ben 27 giorni!

Se ti interessa l’argomento e non l’hai ancora acquistato, in questo momento c’è uno sconto del 35%. Da non perdere!

Fare Business con Facebook