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Our SpeakersJeremiah Owyang is the Chief Catalyst and Founder of Crowd Companies, which focuses on how large companies tap the collaborative economy, maker movement, and customer collaboration. Prior, he was an industry analyst and Partner of Customer Strategy at Altimeter Group, an industry analyst firm based in Silicon Valley.

He focuses on how disruptive Web technologies—such as social media, the collaborative economy, and interactive marketing—impact the relevance of corporations to customers today and in the future. He is well recognized by both the tech industry and the media for his grounded approach to deriving astute insights through rigorous research. His blog, “Web Strategy” is one of the premier blogs on how corporations connect with their customers using Web technologies. Jeremiah is frequently quoted in top-tier publications, such as The Wall Street Journal, The New York Times, and USA Today. Previously, Jeremiah worked at Forrester and at Hitachi, where he launched the company’s first social program. He was featured in the 2009 “Who’s Who” in the Silicon Valley Business Journal, and his Twitter feed was named one of the top feeds by Time in 2011. @jowyang

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

Empowered People & Resilient Brands

The Collaborative Economy

By Jeremiah OwyangApril, 2014

The Collaborative Economy

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@ V I S I O N C R I T I C A L@ J O W YA N G

Phases of Internet Sharing

The Collaborative Economy

8From Altimeter Research: The Collaborative Economy, 2013, Jeremiah Owyang

What role do corporations playif people don’t need them?

The Collaborative EconomyAn economic model where creation, ownership, and access are shared between people, and corporations.

The Collaborative Economy

Is this a business disruption?

Sharing Is Not New

Lyft

Need to travel…

People Can Tap into Each Other

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Lyft enables crowd to be transportation – avoiding taxis

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AirBnb

Need a place to stay…

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People Can Tap into Each Other

AirBnb Enables Crowd to be a Hotel

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Need to get funded...

LendingClub

People Can Tap into Each Other

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LendingClub enables crowd to be a bank

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oDesk

Need staff…

People Can Tap into Each Other

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oDesk enables crowd to be a workforce

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Feastly

Need to dine…

People Can Tap into Each Other

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Feastly enables your neighbors kitchens to be a restaurant

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Need a place for staff…

LiquidSpace

People Can Tap into Each Other

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Liquidspace enables companies to rent from each other

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Yerdle

Need products and goods…

People Can Tap into Each Other

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Yerdle enables neighbors to gift goods - rather than buy

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Need a Good?

People Can Tap into Each Other

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Make it

White House to host a Maker Faire

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A properly shared car is

$270,000Lost RevenueOf auto sales

(1 shared car = 9 cars at average of $30k each.)

The Collaborative Economy

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@ V I S I O N C R I T I C A L@ J O W YA N G

How can Companies achieve Resiliency?

• Collaborative Economy: Value Chain

Collaborative Economy: Value Chain

Brand as a Service

Toyota as a Service

Home Depot as a Service

Razors as a Service

Beauty as a Service

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Marriott “Office as a service” builds prototype of purpose-built co-working & meeting spaces in Seattle-area hotel.

Marriott takes a strategic approach to reaching collaborative workers with work-oriented suites, co-

working spaces, project rooms, meeting rooms and event spaces.

Mobility as a Service

Collaborative Economy: Value Chain

Marketplace Models

Patagonia enabling second market and altruism

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Toms launched an online marketplace carrying products that incorporate giving back.

Toms is providing one marketplace for social entrepreneurs and like-minded customers to buy/sell

products in one place. There are over 200 products from 30 different companies currently offered.

RETAILER B&Q PROVIDES COMMUNITY AND MARKETPLACEEnables neighbors to share ideas, goods, and community around their brand.

Collaborative Economy: Value Chain

Enable a Platform

Collaboration

FundDesignDevelopProduceDeliverStoreMarket

Co

The Collaborative Economy

Co-Fund new products like Kickstarter

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Add uhaul crowdfunding

U-Haul creates U-Haul Investors Club, allowing crowdfunding for their company.

U-Haul Investors club creates a hybrid of traditional corporate notes and social lending by offering U-notes, which extend financial benefits to the crowd and helps

increase loyalty.

U-Haul creates U-Haul Investors Club, allowing crowdfunding for their company.

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Co-Design products like Nike

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Co-Develop like Quirky

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Co-Customize Like Etsy

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Co-Production with 3D Printers

Co-Storage of Products with Lockitron

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Co-Deliver with Taskrabbit

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Barclays offers BarclayCard Ring, a credit card designed and built by community crowdsourcing.

Card community members can propose ideas and vote for ways to make the card better meet their needs. The community

collectively discusses ideas and evolves the card together. The Giveback program allows members to share in the profits of the

credit card program.59

Collaborative Economy: Value Chain

1. People are empowered to get what they need from each other.

2. The crowd is becoming like a company –bypassing inefficient corporations.

3. Corporations must use these same tools and strategies to regain relevancy.

4. This requires business model change: product > service > marketplace > repeat.

5. The crowd will become the company, making corporations resilient.

FIVE FINAL TAKEAWAYS

Crowd CompaniesEmpowered People & Resilient Brands

Jeremiah OwyangChief Catalyst, Founder@jowyang

Jeremiah@CrowdCompanies.com

Empowered People & Resilient Brands

#SMTLive

Our SpeakersJeremiah Owyang is the Chief Catalyst and Founder of Crowd Companies, which focuses on how large companies tap the collaborative economy, maker movement, and customer collaboration. Prior, he was an industry analyst and Partner of Customer Strategy at Altimeter Group, an industry analyst firm based in Silicon Valley.

He focuses on how disruptive Web technologies—such as social media, the collaborative economy, and interactive marketing—impact the relevance of corporations to customers today and in the future. He is well recognized by both the tech industry and the media for his grounded approach to deriving astute insights through rigorous research. His blog, “Web Strategy” is one of the premier blogs on how corporations connect with their customers using Web technologies. Jeremiah is frequently quoted in top-tier publications, such as The Wall Street Journal, The New York Times, and USA Today. Previously, Jeremiah worked at Forrester and at Hitachi, where he launched the company’s first social program. He was featured in the 2009 “Who’s Who” in the Silicon Valley Business Journal, and his Twitter feed was named one of the top feeds by Time in 2011. @jowyang

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

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