CIO Leadership on Web 2.0 and Social Media

Cognetics CorporationPO Box 386

Princeton Junction, New Jersey 08550 ◘ USA609.799.5005

www.cognetics.com

CIO Leadership in Web 2.0

Charles B. Kreitzberg, Ph.D.

Anne Pauker Kreitzberg

April 16 2009

© Cognetics Corporation. All rights reserved.


There are plenty of things to worry about

Concern about sharing of inappropriate or sensitive information.

Security

Ensure security without stifling creativity and communication.

ComplianceBalance enterprise needs vs. ease and accessibility of web tools.

CompetitionMore agile, creative and smaller companies may present a real threat.

Empowerment Transparency

Inaccuracies and gaffes are quickly found and spread.

Generation GapBoomers and Millennials use the web differently.

Behavior

Public FaceUser-generated posts can remain available for years - all over the web.

UsabilityUsability is not well understood or a core competence.

CommunicationCross-functional teams don’t communicate well.

Employees can get info they need and take action.

Too big to ignore; hard to get noticed

500 million sites 1 trillion web pages 900,000 daily page updates (Google) 66 million use Facebook daily 20 million LinkedIn users 2 million participants in Second Life 2.5 million participants on Twitter 12% of Fortune 500 have exec blogs 70 million videos on YouTube

Social Computing has Ballooned

Publish a web page, blog or upload to YouTube

Comment on blogs, post ratings/reviews

Use RSS. Tag web pages

Use social networking sites

Read blogs, watch on-line video, listen to podcasts

Do none of these activities

Source: http://blogs.forrester.com/groundswell/data/index.html


B2B Use of Social MediaBased on data from 189 companies, Forrester found:

Low (30%-39%)

Virtual Trade Shows

User Generated Content

Medium (40%-69%)

Social Networks

Communities & Forums

RSS

Blogs

Videos

High (70%-90%)

Rich Media

Display Ads

Microsites

Webinars and &Teleconferences

E-Newsletters

Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies)


What’s most useful

B2B’s using this tool:

% That find the tool most useful for:

BrandAwareness

SiteTraffic

Inquiries Leads Sales Goodwill

Podcasts

Social networks

Communities/forums

RSS feeds

Blogs

Rich media apps

Display ads

Micro sites

Webinars

E-newsletters

Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies)


Source: 2008 Tribalization of Business StudyDeloitte, Beeline and Society for New Communications Research


Web Communities

“Community” is becoming a basic organizational construct like “team” and “task force.”


Types of Web Communities

Collaborative workgroups

Virtual teams

Social networks

Professional groups

Communities of practice

Communities of interest

Compassionate support communities

Customer support and user groups

Cause-oriented groups

Spontaneous groups

Virtual spaces

On-line gaming

Distance learning



E3T™: Creating a Positive Experience

Engage Empower

Ease Trust


Six Degrees of Social Computing™

AttractInitial

Encounter

Repeat Visit

NewbieBroaden &

DeepenMature &

Comfortable


What web 2.0 successful communities do

1. Authentic, not “corporate,” tone2. Speak to audience needs3. Content resonates & offers value4. Avoid blatant advertising5. Fast – on the web that means minutes or hours 6. Acknowledge comments left on the site7. Gracefully accept criticism8. Act on feedback


Xerox supports its rebranding

• All sites and pages “hang together” so it looks seamless no matter where the visitor come from

• Uses many emerging media tools

• Clear connections with business goals

• Consistent across the company and business units

• Focus on creating relationships, community, conversation


Xerox Home Page

Business goals: Brand awarenessCustomer retentionThought Leadership

Strategy: Deepen relationships with prospects and customers


blogs.xerox.com

A link to a blogger’s bio makes a personal

connection.

Business Unit Blogs

Clear links to other media & marketing tools:EventsRSS FeedsPodcastsWhite PapersThird-party comments & links to their sites


Rich applications engage the users

The marketing goal is to

engage the user in a meaningful way & generate

inquiries

Xerox leverages customer interest in “going green” with a sustainability calculator that connects the user with a thought leadership area:


A rich repository dedicated to thought leadership

http://www.consulting.xerox.com/flash/thoughtleaders/index.html

Links to:See the photos

See their area of expertiseRequest a speakerDownload articles

Email questions to the expertVideo of the expert

Xerox has gone beyond white papers and podcasts to create a rich media resource that engages visitors and is conversation oriented.

Like the blogs, it crosses business units.


Xerox uses third-party sitesEmployees

EmployeesBusiness

DevelopmentRecruitment

PR

Brand


Xerox uses a You Tube Channel

Attention Grabber 73,000+ views Some of the

content is fun

- Drive viewers to site- Engage in conversation- Get product ideas


“a private space for Xerox Employees to use as a base for exploration and experimentation.”

Dealing with inappropriate

comments

Employee Wiki


IBM engages customers


Accenture uses web 2.0 tools internally

Accenture People (internal “Facebook”)61,000 employees/month

Accenture Knowledge Exchange (forum) 59,000 visitors/month12,000 questions posted/year

Accenture Borderless Workforce (Collaboration & Mobile)Peer to peer & 360-degree video conferencing

Accenture Media Exchange (repository)

Accenture Encyclopedia (“wikipedia”)

Goals:Talent retentionKnowledge managementCreate transparent culture


•Managing relationships (internal & external)

•Knowledge Sharing & Collaboration

•Sales

Value to the Business

•Usability

•Software and platforms

•Business-technology alignment

Fit with Technology Processes

•Management Practices

•Trust & Empowerment

•Employee Engagement

Fit with Corporate Culture

•Security/Compliance

•Legal

•Intellectual PropertyRisk Management

•Return on Business Value

•Engagement

•TransactionsMetrics

Top five things to look at


Business-Technology Integration Find places where Web 2.0 really makes

a difference

Understand and act to maximize results

Employ metrics

Web 2.0 Friendly Culture Redefine control

Empower creativity & experimentation

Learning & iterative refinement

User-Centricity Foster user engagement and

relationship

Envision and build products that are usable, useful & desirable

Critical success factors


Organizational challenges

1. Emerging media is about relationships, transparency, agility, easy access to tools and information – not strengths associated with large organizations.

2. Individuals are not empowered to take independent action.

3. Business units don’t always share the same short term goals or long term strategies.

4. It’s hard to agree on appropriate metrics and ROI.

5. Decision making & approvals can be a long and painful process.

6. IT people see emerging media as “soft” technology.

7. User centricity is crucial.

8. The Generation Gap means people use these tools differently.

9. Perceived risks can be huge.

10. Who has the time to keep up?


Web 2.0 changes the way we work


Advice Experience and experiment with Web 2.0

yourself.

Embrace and evangelize the user-centered design process.

Move cautiously in acquiring enterprise tools.

Consider open-source software.

Build security and practice policies that encourage and support innovation.

Partner with marketing, HR, legal as well as business units.

Be agile so you can experiment and learn from mistakes.


Web 2.0 is transformational

Web 2.0 is more than blogs and wikis. It is creating major shifts in the ways that:

information processing is delivered.

knowledge is collected and organized. organizations connect with their customers.

people work together.

As a result, it is having wide-ranging effects on how business operates.

How well your business adapts will be an important factor in its future performance.

What role will you play?


Anne & Charlie Kreitzberg

[email protected] ext 226

[email protected]

609.799.5005 ext 235

Visit Anne’s blog at www.leadersintheknow.info

mailto:[email protected]

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