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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
