Evangelist\ Stoolkit2008 09 30

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The Evangelist’s Toolkit A guide to bringing social technologies into your organization

September, 2008

Intelligence for a networked economy

Joshua-Michéle Ross

Why? “Organizations should operate all revenue generating lines of business on a Web 2.0

model by 2008.” - Gartner

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Definitions: Web 2.0

  Understanding the operating principles that govern

networks and applying those principles to business

  There are social and technical aspects to Web 2.0 – This talk focuses on the social

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“Social” Technologies

  Blogs

  Wikis

  Social Networks

  Microblogging

  Ratings and Reviews

  Tagging

  Idea Exhanges

  Etc…

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Social technologies allow everyday users to find, create, share, interact and collaborate.

The Social Web…

  The Age of Participation

For the first time human beings can find each other, organize and collaborate without any formal “organization” or need of physical proximity. The cost of organizing has dropped to near-zero. This changes everything: it is a new mode of production (crowdsourcing) and it is transforms the relationship between customer and company.

The business implications of the Social Web

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  We live in a multicast world: We have moved from one-to-many distribution to many-to-many

  People now self-organize and can look to each other for support and validation

  The edge (i.e. your customer) holds more potential power and productivity than the center (i.e. the enterprise)

  Businesses need to reorganize around the customer

The Social Web applies to every business unit   Marketing – how we connect with / and sell to customers

  Consumer Insight – how we understand customers

  R&D and Innovation – how we source new goods and services

  Human Resources – how we recruit, retain and manage talent

  IT – how we align technology to business process

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Five Steps for Bringing Social Technologies Into your Organization

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Listen Find Allies Share Stories

Create a Project

Seek Challenges

Make the Case

Listen 9

The Social Web

  Communities

  Social Networks

  Blogs

  Microblogs

  Ratings/Reviews

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Source: Stabilo Boss

Listening: Action Steps

  Set up Google Alerts

  Search social networks and Technorati for your company

  Set up Twhirl to eavesdrop on microblogs (Twitter)

  Create a Netvibes account to listen in on blogs and

magazines regularly

  Create a del.icio.us account to tag and share what you find

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See opposableplanets.com for details…

Listening to the market Original Post

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Founder of BBY Social Network

Other BBY

Employee

Find Allies

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AGREEMENT

TRUST

Opponents

Worthy Adversaries

Strange Bedfellows

Allies

Find Allies: Action Steps

  Gather stories that are relevant to your business

  Find existing social initiatives within your organization

  Use a social technology to stay in-touch with allies

  Build a common narrative together: why this is

important? (use aspiration or fear)

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Create a Clear

Project 16

Develop ideas that apply to your organization"

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Align your project with business issues   Increase product cycle time

  Lower customer service costs

  Drive sales

  Drive awareness

  Increase recruiting effectiveness

  Build customer loyalty

  Increase employee retention

  Drive open innovation

  Drive adoption of a new product or service offering

  Improve decision-making

  Gain a clearer picture of customer requirements

  Gain market intelligence

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But you must provide value to the user first

  First, how does this provide immediate benefit to the

user?

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Seek

Challenge 20

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AGREEMENT

TRUST

Worthy Adversaries

Allies

Common Challenges: FACs

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Sharing bad news: negative comments, customers airing dissatisfaction ………………………….........................

Leaking intellectual property ……………………………………………

Loss of message control (customers or employees)

……………............................................

Wasted Time (no ROI)

……………………………………………

Losing competitive advantage (e.g. others will see my product roadmap etc.)

They are already doing it somewhere else – shouldn’t we be engaging them on our own terms? (leverage your listening stories)

These issues are present in telephone and email – yet less auditable. Companies can establish guidelines.

Depending on your business you may not be in control now. This same issue exists already over every other form of communication.

Compare social goals with traditional business goals – sales, PR, conversions etc.

Growing your business in collaboration with customers builds a strong business. If you can’t deliver competitively on what they are asking for – beware.

Make the

Case 23

Business is Business   What is the opening line? Give a clear, compelling title to your project

  What is the business rationale? How does it tie to business objectives?

  Who needs to be involved? Often social technologies challenge the

boundaries of the typical organization – these require collaboration

  What challenges will we face? Anticipate FACS – frequently asked

concerns

  How will we overcome these challenges? Be direct

  Metrics: how we will know that we have succeeded?

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Measurement – align with your goals – try to measure as you would anything else

  Customer Support

  Innovation

  Marketing

  Public Relations

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Keep in mind…

  Pilots are a great place to start – They provide a model.

But you still need leadership to make big changes

  Consider the “long tail” of your commitment

  Enterprise 2.0: Replace systems – don’t add new ones.

Think “in the flow”

  Stay benefit focused –but don’t get thrown if you aren’t

solving every problem

  Beware of lagging indicators – companies that require

case studies for any new initiative will, by definition, lag.

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Listen Find Allies Share Stories

Create a Project

Seek Challenges

Make the Case

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Q&A joshua.ross@oreilly.com

www.opposableplanets.com

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