So: we moved from being consumers to being co-creators. That means media now engages with communities (niche audiences) and (should) no longer cater just to a generic audience. Companies that communicate to the outside no longer push information (or products for that matter) to a community, but need to be ready to pull information into their organizations and to LISTEN. Organizations that are traditional hierarchical need to rethink being flat(er) in structure and allowing for a network of employees to listen and communicate with consumers. Flexibility is key. Leadership needs to move from control to empowerment.
Coincidentally that jives with my earlier entry (the Culture Code) on generation y – or generation “me” (aka Millennials): the need to be heard, to be empowered and to be co-creators. So, at least www. 3.0 is squarely catering to generation y – surprised? Ok; I agree it’s a chicken and egg situation. Did you know that by 2025, 75% of the work force is going to be generation y-ers (aka Millennials)?
In summary, below a table put out by Vodafone Enterprise Plenum after their work trip 2013 in New York and Boston:
|www 2.0||www 3.0|