Everyone I know is trying something new on Facebook or LinkedIn. Still, there’s so much more to know about social media, social networks and other Web 2.0 connectivity. Ayman Van Bregt, an expert on new media, shares innovative topics in this interview that all MBAs need to know about. He owns a consultancy that focuses on marketing, entrepreneurship, innovation, and new media.
LISA: Tell us about digital natives. What defines this group, and what can we learn from them?
AYMAN: Most of your readers will probably be defined as digital immigrants. I think this directly makes clear what digital natives are, they all have ‘digital’(referring to digital language of computers, the web etc.) as their native language. People that want to get in depth details should read Marc Prensky’s paper.
What you can learn from digital natives depends on your goals I would say but there are some mainstream paradigm shifts we can see clearly. I think these changes are very important from an employers’ perspective.
Training digital natives means changing methodology. Not a serial learning process (step-by-step) but more parallel learning processes giving trainees the opportunity to use a toolbox of options to shape their own learning process. The generation is very critical and sensitive because of their behavior online. Focus on democratized tools and use these principles to reach out to them with honest interest. They need to get things placed in the right context otherwise they will not consume your message. Next to that research their behavior concerning multitasking and multi devices so it’s easier to stay connected with them and tune in.
LISA: What web 2.0 applications should we know about that are not popular in the mainstream?
AYMAN: A generic answer for this question is quite impossible. The web belongs to all of us and that means we all have specific wishes and needs. Web 2.0 applications make it easier to fulfill these needs but in the end they are only tools. If your product is not perceived as a true solution for a need your web 2.0 strategy will be hollow and not successful. Even worse, it will make you even more transparent and damage your brand.
Looking at the positive side, some strategic issues can help you in the Web 2.0 era. Web 2.0 is about social structures because we all look for people with common ground and the web makes the world small and easy to find those. Creating ambassadors for your brand with these structures costs less and spreads more quickly than ever! Economical values are rapidly changing and traditional business models are being overrun on the web.
As an example crowdsourcing is an interesting trend at the moment. The crowd is used to fund initiatives such as My Football Club and of course Obama crowdsourced his election very successful. My advice would be to get your top customers involved and connect to their tools (only when you can truly add value).
LISA: Let’s talk about social networks. How can business people benefit from participating in communities like LinkedIn, Facebook, and Bebo?
AYMAN: Social networks and social media are everywhere. It can be very tiring because once you get involved in a network, your network starts inviting you for all kinds of other platforms. Even though there are a lot of advantages you can benefit from. You can easily add people in your current network and see what people they know. The way of doing business is changing online.
Normally you would visit a network meeting and talk with strangers and try to find out what common ground you have and if there are things that might be beneficial for both of you. Online you have far more information so you can easily personalize better and when approaching people your success rate increases enormously because their online presence implicates they are open for proposals.
Other benefits are your online reputation and visibility on search engines and the web and last but not least finding new staff.
LISA: Many of us know about open source software such as Mozilla. Help us learn more about open innovation in business. How does the concept reach into business communications and problem solving?
AYMAN: The open source was the forerunner of the crowdsourcing trend. Dell for instance has launched ideastorm. Ideastorm gives customers a platform to discuss products and services of Dell and gives Dell a basket full of opportunities.
Opportunities to better understand customers’ needs, opportunities to repair complaints and create satisfied customers. The most important thing is that this platform gives Dell inspiration for product and service development which is what open innovation is about. Check this document for more information on open innovation.
LISA: Our group loves global business, and you’re based in Rotterdam. Teach us something unique about the culture in The Netherlands
AYMAN: The Netherlands have a long history in doing international business which they tend to boast. During the 60’s the Netherlands had a shortage of staff and a lot of immigrants came to the country and looking at the society there is a real multicultural mix. Rotterdam has over 170 different nationalities in a city of in total around 650,000 inhabitants with the second biggest harbor in the world. These trading skills combined with their liberal thinking and the fact most of them communicate very direct makes them unique.
Of course a lot of people find it difficult to get used to this kind of approach but with the common sense behavior of the Dutch and normally a delivery of what’s promised we are seen often internationally. Due to our history we have learned easily to adapt to other cultures and circumstances with high reliability. Mainstream we only highly value the democratic way of working and direct communication. Conflicts therefore arise when we have to cope with much hierarchy and people beating around the bush.
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To see more from Ayman, check out these live presentations.
International MBA 