Web Communities With RelationSys And D2C

Building Better Web Communities

Some thoughts and suggested reading on enterprise social software, shift happens.

permission marketing, and the future

Alex Ang – RelationSys TechnologiesDavid Terrar – D2C and WordFrame

Charles Darwin – natural selection

“The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.”

Richard Dawkins

Recommended reading

http://www.throwingsheep.com/

“Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.”

John Chambers, Chairman and CEO, Cisco

“Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.”

Henning Kagermann, Chairman and CEO, SAP

From Command and Control to Teamwork and Collaboration

http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315

Shift Happens, the movie, Karl Fisch

http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008

USA – 100m, China – 61m, UK – 17.8m, France – 12.8mTotal – 475m

What is Social Media?

people having conversations online

Social Media is Global and mainstream

• 184m Bloggers• 73% of active online users have read a

blog• 45% have started a blog• 57% have joined a social network• 55% have uploaded photos• 83% have watched video clips• 39% subscribe to an RSS feed

In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem.

IAB Platform Status Report:User Generated Content, Social Media, and AdvertisingAn Overview - April 2008

New Marketing

Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

Old Marketing New MarketingLimited number of media outlets Countless media outlets

Limited physical retail outlets Countless online retail outlets

Emphasis on horizontal success (hits) Emphasis o vertical success (niches)

Marketing-to-consumer communication Consumer-to-consumer communication

Barrier between consumers and makers Permeability between consumers and makers

Spam Permission

Product line limited by factory Product line limited by imagination

Long product cycles Fads

Market share Fashion

Features Stories

Advertising a major expense Innovation a major expense

Large overhead = stability Small overhead = low risk

Customer support Community support

Focus groups Launch and learn

The Cluetrain Manifesto

There's a new conversation

between and among your market and your workers. It's making them smarter and it's enabling them to discover

their human voices.

You have two choices.

You can continue to lock yourself behind facile corporate words and happytalk brochures.

Or you can join the conversation.

Social Media is Counter-intuitive

Space defined by Media

Owner

Brand in control

One way / Delivering a

message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the consumer / Adding

value

Influencing, involving

User created content / Co-creation

Communications Media

Social Media

• www.aiim.org/enterprise20

441 respondents, 80+ pages, 70+ charts/figures

Released Q1 2008

17

What Technologies Fall into YourDefinition of an Enterprise 2.0 Platform?

Age Doesn’t Matter (as Much as You Think)

Enterprise 2.0 solutions?

New Product Development

Customer serviceIdea generation

Market research Developer relations

Amplifying Word of Mouth

Employee communications

General Marketing

Reputation management Product testing

Public relationsLONG TAIL SALES

PROJECT COLLABORATION

Co-innovation

Member networking

Capturing Knowledge

Participation Inequality

Jakob Nielsen’s 1-9-90 rule

Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

Start with the end in mindWhat's in it for meIntuitive and simpleTechnology supporting not leadingCommunity managementHelp and resources

Building a community

Continuous Corporate Dialogue

What does D2C do?

• Business consulting

• Web strategy

• Enterprise 2.0 advice and solutions

• Website design

• Web publishing

• Building better web communities

• Web 2.0 University™“think Business, not Technology”

What does RelationSys do?

• Corporate Social communities

• RSS expertise, products and services

• Training

• Implementation

• Managed Services

Discussion

http://ccd.relationsys.com/ysociety /

Here and now, but let’s carry on online:

References

• Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

• Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834• Universal McCann survey -

http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf

• What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed

• IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf

• Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf

• Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/

• The Cluetrain Manifesto - http://www.cluetrain.com/ • ICAEW online networks – http://www.ion.icaew.com• Andrew McAfee – enterprise 2.0 definition

http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/ • AIIM Market IQ - Enterprise 2.0: Agile, Emergent, and Integrated

http://www.aiim.org/ResourceCenter/Research/MarketIQ/Article.aspx?ID=34464

These slides on Slideshare: http://www.slideshare.net/david_terrar/

Contact details

David TerrarCEO – D2C Limited

and Executive Director - ITBrix / WordFrame

p: +44 (0)1727 866309 (direct)m: +44 (0)7715 159423

e: dt@d2c.org.uk and david@wordframe.com w: www.d2c.org.uk and www.wordframe.com

skype: david_terrartwitter: DT

linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com

Alex AngCEO – RelationSys Technologies Limited

p: +44 (0)20 8788 6464 (direct)m: +44 (0)7958 394787

e: alex.ang@relationsys.co.ukw: www.relationsys.co.uk skype: alexang33