HOW THE INTERNET IS

REDESIGNING BUSINESS
AN MBA IN DIGITAL MEDIA
PRESENTED AT

MARCH 10TH, 2011

 PRESENTER

JOEYSHEPP.COM
GREENMBA PROGRAM
DIRECTOR AT DOMINICAN
UNIVERSITY OF CALIFORNIA
FOUNDER AND PRINCIPAL AT
EARTHSITE.NET, NEW MEDIA
FOR SUSTAINABLE BRANDS
 ROAD MAP

I. INTERNET TRENDS
II. CURRICULUM
I. OPERATIONS
II. MARKETING
III. FINANCE
III. WHAT’S NEXT?
IV. DISCUSSION
INTERNET EVERYWHERE
UBIQUITOUS, PERVASIVE
 INFORMATION AGE

THE INDUSTRIAL AGE

FILLED THE WORLD
WITH STUFF

THE INFORMATION AGE

IS FILLING OUR WORLD
WITH INFORMATION.

CHEAP, ACCESSIBLE,
ABUNDANT

POTENTIAL LIMITLESS
GROWTH
 DISRUPTIVE TECHNOLOGY

FREE

MOBILE

DECENTRALIZED

REAL-TIME

HYPER-LOCAL
 CLOSING THE DIGITAL DIVIDE

INTERNET TO REACH
2 BILLION USERS THIS
YEAR, REPRESENTING
30% OF GLOBAL
POPULATION

70% OF DEVELOPED
COUNTRIES

21% OF DEVELOPING
COUNTRIES

SOURCE: http://mashable.com/2010/10/19/internet-2-billion/
 MOORE’S LAW

SPEED OF
COMPUTERS
DOUBLES
EVERY TWO
YEARS

“SINGULARITY”
COMING…
COMPUTERS
TRANSCEND
BIOLOGY
~RAY
KURZWEIL
 FACEBOOK:
GLOBAL CITIZENSHIP

500,000,000 ACTIVE USERS

700,000 NEW USERS DAILY!

70% OUTSIDE THE US

380,000 LIKES / MINUTES

ACCOUNTS FOR 25% OF ALL

USA PAGE VIEWS
 YOUTUBE:
YOU ARE THE MEDIA

35 HOURS UPLOADED
EVERY MINUTE!

HUNDREDS OF THE MOST

POPULAR USERS MAKE 6
FIGURES A YEAR

LADY GAGA AND EMINEM

SURPASS 1 BILLION HITS
 TWITTER:
THE PULSE OF THE PLANET
NEW RECORD SET AT NEW
YEAR 2011: 6,939 TWEETS/
SECOND

40% USA
60% INTERNATIONAL

IN THE USA, 87%

AWARENESS, YET ONLY
7% USE IT

SENTIMENT ANALYSIS
PROVEN AS ACCURATE AS
EXIT POLLS
3,339 TEXTS PER MONTH
AVERAGE US TEENAGER
 BORN INTO THIS WORLD

92% OF U.S. TODDLERS

HAVE AN ONLINE
PRESENCE

THE VAST MAJORITY OF

CHILDREN TODAY WILL
HAVE ONLINE
PRESENCE BY THE TIME
THEY ARE TWO YEARS
OLD — A PRESENCE
THAT WILL CONTINUE
TO BUILD THROUGHOUT
THEIR WHOLE LIVES.
MBA IN DIGITAL MEDIA
CURRICULUM
 OPERATIONS
WORKING IN THE CLOUD
 CLOUD STORAGE

ABUNDANT ONLINE
STORAGE MEANS
CHEAP END-USER
DEVICES
BENEFITS INCLUDE
AFFORDABLE,
ACCESSIBLE,
COLLABORATIVE,
RELIABLE
 VIDEO CONFERENCING

KEY TECHNOLOGIES:
CISCO
LIVECONFERENCE,
SKYPE AND IPAD/
FACETIME

DRIVEN BY COST OF
TRANSPORTATION

NOT A REPLACEMENT
FOR PHONE, BUT IN
ADDITION
 REAL TIME LOGISTICS

ONLINE SHOPPING
INCREASING AS SHIPPING
LOGISTICS ARE REFINED
UPS BANNED LEFT TURNS
FOR GAS SAVINGS AFTER
IN-DEPTH STUDY
LOCAL FOOD SOURCING
 PAPERLESS

AMAZON.COM NOW
SELLS MORE DIGITAL
BOOKS THAN PHYSICAL
BOOKS.

KEY TECHNOLOGY:
FUJUTSU SCANSCAP
SCANNERS
 MOBILITY

INCREASED WIRELESS
ACCESS, CHEAPER
MOBILE DEVICES

GPS ALLOWS
LOCALIZED DATA

KEY TECHNOLOGIES:
GPS, 4G, MOBILE HOT
SPOTS, ANDROID, IOS
 CROWD SOURCING

PRODUCT DESIGN

CUSTOMER SUPPORT

MARKET RESEARCH
(SENTIMENT ANALYSIS)

KEY COMPANIES: LOCAL-

MOTORS, BEHANCE,
PEPSI REFRESH, GAP,
STARBUCKS
 MARKETING
THE RISE OF SOCIAL MEDIA
 RADICAL TRANSPARENCY

MANY TO MANY
COMMUNICATIONS
ACCELERATES SHARING
PEOPLE TRUST THEIR
PEERS
BRANDS NO LONGER
CONTROL THE MESSAGE
 CUSTOMER COMMUNITY

NO LONGER
“CONSUMERS”
COMMUNITY MANAGER
ABOUT ENGAGEMENT
ACKNOWLEDGED
POWER DYNAMIC
CUSTOMER
STAKEHOLDER
 CORPORATE SOCIAL
RESPONSIBILITY

EXPECTATION TO
COMMUNICATE SOCIAL &
ENVIRONMENTAL WORK
THROUGH MARKETING
YEARLY REPORTS
MOVING TO DAILY
COMMUNICATION
HIGHER LEVELS OF
ACCOUNTABILITY
BECAUSE OF RADICAL
TRANSPARENCY
 DATA VISUALIZATION

CUSTOMERS WILLING TO
SHARE MORE PERSONAL
INFO
COMPANIES WILLING TO
SHARE DATA THROUGH
API’S.
WEALTH OF ACCESS TO
DATA
KEY COMPANIES: COOL INFO
GRAPHICS, INFORMATION
IS BEAUTIFUL,
 SOCIAL MEDIA POLICY

DEVELOP A “LIVING
DOCUMENT” OF BEST-
PRACTICES AND
STRATEGY FOR
DEALING WITH
PROBLEM ISSUES

DATABASE OF SOCIAL
MEDIA POLICIES:
HTTP://
SOCIALMEDIAGOVERNANCE.COM
 FINANCE
ACCOUNTING FOR EVERYTHING
 MICROFINANCE

MICROLOANS FOR
STARTUP CAPITAL
HIGH REPAYMENT RATE
FOR LOANS
ALTERNATIVES TO VC
FINANCING
KEY COMPANIES: KIVA,
KICKSTARTER,
CROWDRISE
 GROUP BUYING

CONSUMERS BAND
TOGETHER FOR DEEP
DISCOUNTS

BUSINESSES GET
COMMITTED VOLUME +
MARKETING BUZZ

KEY COMPANIES:
GROUPON, SOCIAL
LIVING
 POINT OF SALE DEVICES

SMARTPHONE AS
UNIVERSAL CREDIT
CARD

KEY COMPANIES:
SQUARE, VERIPHONE,
PAYPAL, INTUIT
 THE LONG TAIL

THE LONG TAIL OF AN

EXPONENTIAL GRAPH

LOTS OF SMALL
MARKETS COMBINED
ARE BIGGER THAN
POPULAR MARKETS

EXAMPLE: LOTS OF
SMALL BLOGS MAKE
AS STRONG AS A VOICE
AS MAJOR MEDIA
 FREEMIUM

OFFER A ROBUST FREE

PRODUCT WITH AN
UPSELL OPPORTUNITY
FOR POWER USERS
BUILDS A LARGE,
STABLE CUSTOMER
BASE
KEY COMPANIES:
37SIGNALS, GOOGLE,
FACEBOOK
 WIKILEAKS

TECHNOLOGY SUPPORTS
LEAKS

FEAR OF EXPOSURE
DRIVES MORE ETHICAL
BEHAVIOR

FINANCIAL MODELS MUST

ADJUST TO FULL COST
ACCOUNTING

EFFECTS BUSINESS, BUT

ALSO GOVERNMENT
 A FLAT WORLD
INFORMATION AND CREATIVITY REMAIN
 CREATIVE CAPITAL

EDUCATION
CREATIVITY
STRATEGY
IDEAS
FUTURES
 STAY HUMAN
IT’S ABOUT PEOPLE TO PEOPLE TIES
MORE INFO
TWITTER ACCOUNTS

@JoeyShepp
@GreenMBA
@Earthsite
@SocialGoodMedia
TWEET ME YOUR QUESTIONS
@JOEYSHEPP YOUR QUESTION
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