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Preso given on teh 3rd annual Digital Pharma Congress in New Jersey on October 19, 2009. About Enterprise 2.0 and the internal implementation of social media tools.
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Enterprise 2.0 in Practice A True Story of How Web 2.0 Can Help
Your Internal Innovation Process
Erik van der Zijden BSc MBA
1972 FloortjeYara
BScAkzo Nobel Pharma 1995
Intervet 1998 Area ManagementExport Sales Balkans Global Marketing
Global Product Manager Equine AntiparasiticsInnovation Manager Intervet/Schering-Plough
Social MediaMartial Arts Digiredo
Triumph Spitfire
MBA
Erik van der Zijden
Enterprise 2.0
The Netherlands
Podcasting
NoMaybe
1 Enterprise 2.0 | The Four trends
2 How we did it | Best Practices
3 Let’s opinionate! | The Floor is Yours
Conclusion
1 Enterprise 2.0 | The Four Trends
1TrendSensory Overload
realitycheck
L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007
E-mail is overtaking our life
0 bln
5 bln
10 bln
15 bln
20 bln
25 bln
1998 2000 2002 2004 2006
Company e-mail and data
production is estimated to
be growing 25% annually
0 bln
5 bln
10 bln
15 bln
20 bln
25 bln
1998 2000 2002 2004 2006
L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007
E-mail is overtaking our life
2007 2008 2009 2010
Company e-mail and data
production is estimated to
be growing 25% annually
The amount of
technical information
is doubling every
year
2TrendScary Digital Stuff
At home
At work
At home
At work
At homeAt work
3TrendIt’s the Cloud, Stupid!
4TrendGeeks Everywhere
.. 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98
.. 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11
YearAge
digital native
digital immigrant
A person who has grown up
with digital technology such
as computers, the Internet,
mobile phones and MP3
Sensory Overload
1
Scary Digital Stuff
2
It’s the Cloud, stupid!
3
Geeks Everywhere
4
Sensory Overload
1
Scary Digital Stuff
2
It’s the Cloud, stupid!
3
Geeks Everywhere
4
Enterprise 1.0
Hierarchy Flat
Need to know Transparency
Control Let go
Long time to market Short time to market
Propriety standards Open standards
Corporate mask Authenticity
Web 1.0 technologies Web 2.0 technologies
h"p://enterprise2tools.com
Which Marketing Budget will you adapt?
Social Media
Paid search
Telemarketing
Online display ads
Naamloos 1
Naamloos 2
Naamloos 3
Naamloos 4
Naamloos 5
Naamloos 6
0 25 50 75 100
Social Media
Paid search
Telemarketing
Online display ads
Naamloos 1
Naamloos 2
Naamloos 3
Naamloos 4
Naamloos 5
Naamloos 6
0255075100
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media
Paid Search
Telemarketing
Online Display Advertising
Mobile Marketing
Direct Mail
Event Marketing
Radio/TV Ads
E-mailing to rented list
Print Advertising
Source: MarketingSherpa, Marketing and the Economy Survey
Social Media
Paid search
Telemarketing
Online display ads
Naamloos 1
Naamloos 2
Naamloos 3
Naamloos 4
Naamloos 5
Naamloos 6
0 25 50 75 100
Social Media
Paid search
Telemarketing
Online display ads
Naamloos 1
Naamloos 2
Naamloos 3
Naamloos 4
Naamloos 5
Naamloos 6
0255075100
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media
Paid Search
Telemarketing
Online Display Advertising
Mobile Marketing
Direct Mail
Event Marketing
Radio/TV Ads
E-mailing to rented list
Print Advertising
Source: MarketingSherpa, Marketing and the Economy Survey
Which Marketing Budget will you adapt?
1 Enterprise 2.0 | Background
2 How we did it | Best Practices
Main Challenges ...and what we did to tackle them
No structured approach to innovation | Design a strategy around it
Little influence on product innovation | Services around the product
The rise of Enterprise 2.0 | Start using new tools. Slowly
New (online) technologies | Experiment for in/external use
A lot of communication | Development Internal Social Media
BlogBusterInternal blog, by everybody, for everybody.
MyIDIdea collection and selection.
BoTcastWeekly audio or video about the company.
NetVibesEmployee-specific RSS reader.
WikiCompany Knowledge Centre
FF PolsenPoll feature, to be used by all.
1 Enterprise 2.0 | Background
2 How we did it | Best Practices
3 Let’s opinionate! | The Floor is Yours
What would be your main
hurdles when introducing these tools?
Some Results ...learn from our experiences
Get the Board on board
Community Management is like organizing a party.
Don’t play nice and people won’t show up.
Or leave.
Be patient
Get IT involved (at a certain moment)
Lead the way
Explain, explain, explain
Reward participation
Conclusion
Test the waters
Erik van der Zijdenerik@digiredo.nl+31 6 109 301 40linkedin.com/in/erikvanderzijdenTwitter: erikdigiredo
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