Archive for January, 2011

If we want to eat a cake instead of a piece of bread, we have to know how to get the cake. If we want to gain knowledge for the creation of added value, we have to bring together a number of investors, innovators, geeks, creators, and engineers. A gathering of such visionary people can accelerate cooperation, bring about the correlation of new ideas, and propose promising innovations and productions.


A case of just such a potentially productive group was initiated in my town and has the name “Techno potica.” The main goal of this assembly is to change the status quo through collaboration, co-creations, and business model combining between members of the association and the companies of attendees. Techno potica started with one event about a week and a half ago and will meet again every two weeks. I’m looking forward to seeing  how big a piece of cake we have after one year.












Photo CC by Benjamin Lesjak





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Presently, almost one out of three Slovenians is a Facebook user; among these, those thirty-four years old and younger represent seventy-five percent of our country’s Facebook users. Such statistics make it very evident that it is especially younger Slovenians who love this social network.

Alexander Osterwalder wrote a great post (SOCIAL MEDIA AND BUSINESS MODELS) about the value of social media for business. He drew a map (called the Business Model Canvas,) dividing social media into three areas on business models: co-creation, marketing as conversations, and open innovation. However, I think that , at present, Facebook would not be the best tool for open innovations.

I discovered that Slovenian companies and organizations which use Facebook, such as Toper (12,850 fans), Mi2 band (14,825 fans), and PerpetuumJazzile (38,346 fans) have used Facebook only as a marketing tool. They haven’t utilizedit for product or service co-creation, or for open innovations.

It is also interesting that a lot of car manufacturing companies worldwide haven’t used Facebook as a serious marketing tool.  BMW and Audi are exceptions; they both have large numbers of fans (BMW: 4.313.395 fans; Audi USA : 2.816.715 fans) currently on Facebook. They have developed strategies to use Facebook as a distribution channel for marketing BMW and Audi product offers. On the other hand, Volkswagen has only 251.552 fans and Renault merely 73.236 fans,) indicating that they have no such effective strategies whatsoever.

My research has also concluded that that biggest car manufacturers don’t use Facebook for co-creation and open innovations. However, I think that, with proper planning and execution, that social media site could also be a great tool for the co-creation of products such as cars and car equipment as well as a crowdsource for open innovations.

Even now, Facebook is a great distribution channel for my business. However, when we compare Facebook users in European countries, it becomes clear that the opportunity for major growth potential lies mainly in the Central European countries, Russia. My prediction is that the trend will go in the direction that we can see in Great Britain and Norway, where currently nearly one of every two citizens uses Facebook.


Facebook will be the key distribution channel in Slovenia since its ad platform allows advertisers to target users with regard to age and geographical location. Companies can set ads to appeal to users based on specific age ranges, interests and/or connections on that network.
In the coming years, Facebook will surely develop into one of the most effective marketing channels, offering co-creation tools, and a forum for crowdsourcing for companies with the foresight and imagination to take advantage of the many opportunities offered.

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Robert Scoble is one of the most famous bloggers in the world. He attracts thousands of followers, friends, subscribers, and fans with his blog contents, videos, and photos on various social media sites.  He combines his business model with the Facebook, Twitter, YouTube, FriendFeed, Building43, Linkedin, Flickr, etc. business models.
Since he was engaged by Rackspace, he has opened social media doors for that enterprise to thousands of his contacts. The company invested  in his knowledge about social media marketing and the Rackspace business model has combined with Robert’s model. That kind of collaboration brings direct and/or indirect benefits to all involved.

Business Model Canvas, Osterwalder, Pigneur & al. 2010, CC BY-SA 3.0.

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