Post on 17-May-2015
transcript
Unlocking the Business Value of Social Tools for the Enterprise
Jas Dhaliwalhttp://www.thewebpitch.com
While we were sleeping…
The Internet Changed
New Terms
RSS
UGC
Mashups
Wiki
Blog
Social Networking
Tagging
Web 2.0
Are You Part of a Social Network?
Are you a member of any of the following?
Facebook, Linked-In, MySpace, Bebo, Orkut etc.?
Authored a blog(s)?Used a feed aggregator?
Created a YouTube video?Watched a YouTube video?
Used a social bookmarking tool?Contributed to, or edited a Wikipedia page?
Tweeted?
“The chances are, that your customers are doing any one of the those activities right now. More importantly, they may be using
web tools to discuss your brand”
Recent Internet Trends
Four major trends at play
1. Social Networks are changing the way we think, interact
and view business.
2. The applications you thought to be “consumer services” will be inside the enterprise.
3. The rise of user generated content is upon us like a tidal wave – and its coming to your business
4. The age and demographic profile of your users / customers / employees has shifted
Trend # 1
The Rise of Social Networks
The Rise of Social Networks
Why are social networks important to business?
If you scratch the surface of any business, you’ll find two very
different organisations.
• The formal organisation - the one that can be represented by the boxes of an org chart.
• The informal organisation - the one shaped by the day-to-day interactions of employees – conversations in hallways or in airport lounges, exchanges of messages through email, IM and voicemail, conversations over a squash game.
McKinsey QuarterlyHarnessing the power of informal employee networks, 2007Lowell L. Bryan, Eric Matson, and Leigh M. Weiss
Networks in your Organisation
How it works•People connect to each other•Six degrees of separation•Informal
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to him…
Social Networks in your Organisation
1) I share my data ->
-> with you --->
-->You share your data ->
---> with him
How it works•People share objects | watch others•Connections through objects•Social info streams: emergence of popular, interesting items
Social data in your Organisation
Why should I care?
Most corporate IT systems are geared to the needs of the formal organisation and ignore the informal one.
In the “formal organisation” software like Oracle and SAP are “Enterprise Applications” that are designed through elaborate, top-down processes.
The “informal organisation” is served, instead, by simpler, personal software … "comfort apps" like e-mail, IM, PowerPoint, Excel, and discussions by the coffee machine.
Ok, Where’s the problem ?
“Most of the really useful information that
flows through a company never gets
captured or broadly shared by employees.”
What happens if someone leaves?
Knowledge is hard to replace
Coca-Cola, for example, estimated that the departure of just one experienced marketing manager could cost millions of dollars due to the loss of critical marketing and client knowledge.
More broadly, the costs of recruiting and filling vacancies, lost productivity, and training is estimated to range from 30% to 150% of an employee’s salary
“The company essentially loses the
ability to truly harness, capture, and
learn from the knowledge its
employees create”
The Value Proposition
“Social tools shape themselves to their users rather than
forcing the users to adapt to preset specifications.”
“They do what corporate systems so often fail to do. They
allow the sharing of valuable information easily.”
Case Studies
Web 2.0 +
Employee profiles (internal version of MySpace) which provides the basics such as title, contact information, etc as well as video, notes, blog, roles, expertise, instant messaging, video messaging.
Social bookmarking: “We’re going to use social bookmarking to allow us to take the pulse of the organisation”
Advantages
• Significantly faster closing and integration of acquired companies such as closing the WebEx acquisition in 8 days.
• Reducing expenses and carbon footprint by reducing business travel.
• Faster business unit development. Cisco grows one new emerging technology business unit about every 3 months.
Wikis “A lot of the collaborative work that goes on amongst project teams has really benefited from the use of wikis and discussion forums; the ability to have people interact much more quickly, much more immediately on the web has been
very powerful for us.”, Fred Killeen
Web 2.0 +
“No company will build or sustain a competitive advantage unless it capitalises on the combined power of individualised workers and social dynamics.”
Gartner Group also predicts that Web 2.0 tools will become mainstream collaboration tools in at least 50% of companies by 2010.
TREND # 2
The Cluetrain Manifesto
95 Theses
1. Markets are conversations. 2. Markets consist of human
beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
Naked Conversations
The Rise in Blogs
The Rise in Blogs
The Rise in Blogs
TREND # 3
But what about my Intranet?
The intranet is (should be) “The Social Hub” of your enterprise
However, Intranets have not lived up to expectations:
• Workers not using Intranets for work• Today, few add value to the organisation• They are getting bigger and more expensive to run• Ineffective for knowledge management• More information is being created every day and not filtered• Who is ultimately responsible for controlling the content?
A little more Cluetrain
43. Companies typically install intranets top-down to distribute policies and other corporate information that workers mostly ignore.
44. The best intranets are built bottom-up by engaged individuals co-operating to construct something far more valuable: an intranet-worked corporate
conversation.
45. While this scares companies, they also depend heavily on intranets to generate and share critical knowledge. They need to resist the urge to
"improve" or control these conversations.
Living together in harmony
“Intranet 1.0” is a centrally planned means of gaining access to approved documents, forms and applications. It’s a top-down communication system.
“Intranet 2.0” as a concept, is a series of social tools that support the spontaneous capture of corporate knowledge. It’s a bottom-up communication system.
TREND # 4
Your Customer Evangelists?
Customer Evangelists ?
Which companies are using Web 2.0 tools?
Your Competitors ?
““There is a way forward to leverage There is a way forward to leverage the power of the Web 2.0 technology, the power of the Web 2.0 technology, connect people within your company connect people within your company and engage customer evangelists to and engage customer evangelists to your brand. your brand.
How?
Social Tools New web technologies can help:
• To empower users to collaborate, retain, share, and re-surface
content online
• To provide a platform for individuals to share opinions and
experiences
• To help streamline project management internally
• To expose a new audience to a brand in a fresh and
innovative way
• To empower employees and customers to participate in the topic-
driven discussions that people are already having about your brand
Research. Evaluate blogs, wikis, forums and social bookmarking for your Enterprise. Conduct a trial using “free tools”, such as WordPress, or buy Community Server.
Observe. Look at your business data trends. How is information stored and retrieved in your business? Take a hard look at your Intranet. Is it really serving the original business need?
Think. Social Media tools, are not just another iteration of a collaboration suite. They bring in a fresh wave of thinking.
Call To Action