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Web 2.0 For The Enterprise
 

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While the revolution of Web 2.0 adoption entered enterprises few years ago, the utilization of Web 2.0 technologies for business (otherwise called Enterprise 2.0) still remains unclear in many ...

While the revolution of Web 2.0 adoption entered enterprises few years ago, the utilization of Web 2.0 technologies for business (otherwise called Enterprise 2.0) still remains unclear in many organizations. Certain companies refrain from embracing Web 2.0 due to ambiguities in areas like ROI justifications, security related issues, etc.

This webinar moderated by Aspire Systems featured noted speakers Euan Semple – Director, Euansemple.com and Alan Moore – Founder, SMLXL, who discussed and shared their views on Web 2.0 for the enterprise.

Some of the key topics discussed during this 1 hour session include:
- Real value of Web 2.0 for Business
- Challenges and essential baby steps in Enterprise 2.0 adoption
- Social Media Marketing

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  • In the networked society the biggest challenge you have as a business is to be trusted
  • You have to become completely customer centric
  • To brands that can play a more meaningful role in our lives The service is called Otetsudai Networks, which literally means "help networks". It is a mobile phone service in Japan where anyone can register and fill in the kinds of skills they have available, say window-cleaning or washing dishes or loading boxes at a warehouse, etc. Then there are temporary employers who have short-term needs. Say a shopkeeper has a sudden illness and the one assistant has to leave the shop early. The shopkeeper needs someone who is reasonably qualified temporary help for his store. Just enter the need (4 hours this afternoon selling shoes at the store in this address at this shopping mall, cash register operation skills needed, pays x per hour). Then those who are near that location, who have indicated that their status is available to do temporary work, will get the alert. It allows for negotiating. If you don't like the hourly rate that is offered, you make a counter offer of what you'd be willing to do the job for. The shopkeeper may get a couple of responses, someone who agrees to the amount but can only do 2 hours, another one who is willing to do four hours but wants a higher pay, etc.
  • Lauren Luke, who lives in Tynesdie, UK, has found her niche in the cloud. Her business model? She applies makeup, videotapes the process, uploads the tutorial to YouTube and gets an ad split from Google. Thousands of other global entrepreneurs are running similar microbusinesses. T hat number will grow to hundreds of millions in the decades ahead as the cloud becomes ubiquitous.“The cloud represents the reinvention of commerce…the control point has shifted so that suddenly commerce and communication are end to end, with no regard to borders.” http://smlxtralarge.com/?s=lauren+luke
  • To products and services that perfom for us that than can have the biggest impact on my life and my world.
  • You could say that technologies of co-operation invert the hierarchical process Technologies of cooperation are tools that inspire and enable our innate need and talents to connect and communicate. This is the promise of the mobile society
  • Understand what is their perception of value Interact frequently – be open and honest Sound like yourself and admit mistakes Encourage conversation between consumers Find your advocates and invite them in Formalize what can be formalized Participate – you get out what you put in Inspire don’t manage your community Don’t sell – show passion and share passion Its OK to say “I don’t know”
  • Every single case history and proposition at Reboot actually has sociability implicitly embedded. Reboot recognises embedded sociability as part of the DNA 0f the networked society – it is a fundamental requirement.
  • Permeability of organisations This implies that organisations need to be permeable, with the ability to absorb flows of information, and people. This means using more transparent methods of communication from inside out and outside in. This allows flows of networked and connected flows of learning and information do not get trapped in siloed data bases, peoples hard drives or the corner office. It also means being flexible and adaptive, more organic in thought and deed.
  • The organisation as a village People have lived and worked in villages since the dawn of civilization. The corporation, argues Charles Handy, is a youthful concept, little more than a century old. One could argue, too, that the notion of a lively village — with its unabashed humanity — is a more appropriate way to look at what the corporation should be in the 21st century than the constrained and impersonal entity it has been. Villages are small and personal, and their inhabitants have names, characters, and personalities. What more appropriate concept on which to base our institutions of the future than the ancient organic social unit whose flexibility and strength sustained human society through millennia? Webank, Jeff Saperstein presents 'Busting Open Silos
  • You could say that technologies of co-operation invert the hierarchical process Technologies of cooperation are tools that inspire and enable our innate need and talents to connect and communicate. This is the promise of the mobile society
  • Richard Sennett in the Fall of Public Man examines the decline of involvement in political life in recent decades. In fact the decline has been so significant that more people are voting in TV reality shows than they were in political elections. David Cameron, the leader of the Conservative party in Britain, famously said we should all, “all hug a hoodie”, what he was pointing to was the fierce debate about young people, and how we deal with their seemingly increasing anti-social behaviour. The irony of that statement was captured in this picture. The “hoodie” makes a gun with his hand in a gangsta stylee, whilst his other hand is stuck down his pants. There is so much bathos in this image, as it represents Sennett’s fall of public man so completely. If a picture is worth more than a thousand words, this to me is one of them

Web 2.0 For The Enterprise Presentation Transcript

  • 1. Web 2.0 for the Enterprise Panelists: Euan Semple Director, Euansemple.com Alan Moore Founder, SMLXL Moderator: Elango Kanagaraji Business Manager – Web 2.0 Specialization, Aspire Systems For Webinar Audio, Dial in: Conference Line US: 1 888 436 6494/ 1 866 581 2411 (Toll Free) UK: 08000518866/ 08081681734 (Toll Free) Audio Conference ID: 26455866 Webinar ID: 785-755-904 Date : Thursday, September 3 rd , 2009 11:00 AM ET/ 08:00 AM PT/ 04:00 PM BST/ 08:30 PM IST
  • 2.
    • Thought leader in Outsourced Product Development
    • 1050+ product releases to date
    • 80+ customers; 475 producteers
    • 63% CAGR over the last six years
    • Offices in Chennai (India), San Jose, CA, and London, UK
    • ISO 9001:2000 certified
    Awards Ranked in the top 500 fast growing technology companies in Asia Pacific for 3 years in a row Ranked 7th in Business Today Survey featuring the Best Companies to work for in India in 2005 About Aspire
  • 3. Housekeeping Instructions
    • All phones are set to mute. If you have any questions, please type them in the Chat window located beside the presentation panel.
    • We have already received several questions from the registrants, which will be answered by the speakers during the Q & A session.
    • We will continue to collect more questions during the session as we receive and will try to answer them during today’s session.
    • In case if you do not receive answers to your question today, you will certainly receive answers via email shortly.
    • Thanks for your participation and enjoy the session!
  • 4.
    • Euan Semple Director, Euansemple.com
    • One of the foremost independent advisors on Social Computing and is an eminent blogger & public speaker
    • In recognition of his many accomplishments, he was voted Information Professional Of The Year (2005) by Information World Review
    • Culminating in a senior Knowledge Management position in his final five years at the BBC, Euan gained significant enterprise Social Computing experience whilst introducing very successful forums , blogs and wikis .
    • Worked with major organisations such as Nokia, the World Bank, and NATO and has unique insights into how to make the latest technologies work for organisations
    Panelist
  • 5. Panelist
    • Alan Moore Founder, SMLXL
    • Well-known writer, thinker and public speaker and has addressed, radio, television, and conference audiences globally.
    • Co-authored Communities Dominate Brands. Business and Marketing Challenges for the 21st Century. (Futuretext 2005) and Social Media Marketing: How data analytics helps to monetize the user base in telecoms, social networks, media and advertising in a converged ecosystem.
    • Introduced the idea of: Social Marketing Intelligence, and the metric CPRA - Cost Per Relevant Audience.
    • His next project: No Straight Lines : An advanced living course for the networked society.
  • 6. Enterprise 2.0 - why bother? euansemple.com
  • 7. Futzing Around euansemple.com
  • 8. Real value of social media euansemple.com
  • 9. Collaboration/Innovation euansemple.com
  • 10. Knowing what you know euansemple.com
  • 11. The pain of learning euansemple.com
  • 12. How much of what your business knows gets lost? euansemple.com
  • 13. euansemple.com
  • 14.
    • Option One:
    • Do Nothing
    • Option Two:
    • Get involved
  • 15. euansemple.com
  • 16. Four tips for successful deployment euansemple.com
  • 17. In a knowledge economy there are no such things as conscripts Drucker euansemple.com
  • 18. BBC euansemple.com
  • 19. euansemple.com
  • 20. Does your organisation have the right culture? euansemple.com
  • 21. The four tips:
    • It’s not about the technology.
    • Be passionate.
    • Undersell
    • Be patient
  • 22. Have a go! euansemple.com/handout euansemple.com
  • 23. Stay in touch. euansemple.com euansemple.com
  • 24.  
  • 25.  
  • 26.  
  • 27. New communication technologies transform society http://smlxtralarge.com/2009/08/20/straight-line-thinking-stops-here-sxsw-2010/
  • 28. In the networked society the biggest challenge you have as a business is to be trusted http://smlxtralarge.com/page/2/?s=trust
  • 29. You have to become completely customer centric
  • 30. Business’s have to be 3 things, they have to be: [1] Life enabling [2] Life simplifying [3] Navigational. ie. Help me navigate through the complexity of my life
  • 31. Values Passions Desires Ethics Organics Sustainability Green concerns Food Health
  • 32. hyper-local
  • 33. http://smlxtralarge.com/2009/08/21/the-glittering-allure-of-the-mobile-society-destination-japan/
  • 34. superglobal
  • 35.  
  • 36. Thought leadership
  • 37. And develop products and services that perform for us and that than can have the biggest impact on my life and my world.
  • 38. 1 billion downloads in 9 months
  • 39. The BBC iPlayer: what a media player should be. But could an organisation develop its own media communications platform?
  • 40. Interface with out interference interactive + connected + human
  • 41. People embrace what they create All successful 2.0 technologies are based upon Technologies of co-operation, that amplify human talents for cooperation. Remember technologies succeed or not the the extent that they meet fundamental human needs http://smlxtralarge.com/?s=technologies+of+cooperation
  • 42. “ My 1000 bloggers at Sun have done more for this company than a billion$ ad campaign could have ever done.” COO Jonathan Schwartz Blogs & twitter = [1] Speed of information distribution [2] networked information distribution. open communication platforms brings greater transparency and trust.
  • 43. Link to 4C’s: http://smlxtralarge.com/?s=4C%27s {1} Commerce {3} Connectivity {4} Community {2} Culture
  • 44.  
  • 45. Girlswalker made €83m in 2008 from creating a community around fashion, and selling fashion items via the mobile
  • 46. http://smlxtralarge.com/?s=Threadless
  • 47. http://smlxtralarge.com/?s=world+of+warcraft
  • 48. People embrace what they create
  • 49.  
  • 50. Awareness Interaction Engagement TV Outdoor Online ads Web Email Mobile Mobile Web Email Blogs Press http://smlxtralarge.com/2008/12/31/obama-engagement/
  • 51. Co-marketing
  • 52. Co-marketing, co-innovation, co-creation http://smlxtralarge.com/what-we-do/smlxl-engagement-courses-workshop-outline-2008/ Understand what is their perception of value Interact frequently – be open and honest Sound like yourself and admit mistakes Encourage conversation between consumers Find your advocates and invite them in Formalize what can be formalized Participate – you get out what you put in Inspire don’t manage your community Don’t sell – show passion and share passion Its OK to say “I don’t know”
  • 53. harnessing collective intelligence
  • 54. Galaxy Zoo
  • 55. So what to do about all this? We need to understand some key points raised in my presentation:
  • 56. trust & transparency
  • 57. i + we
  • 58. deep context
  • 59. Embedded Sociability http://www.flickr.com/photos/an_untrained_eye/1195966967/
  • 60. http://picapixels.tumblr.com/post/113152317 http://www.flickr.com/photos/powerhouse_museum_photography/2862345500/ The open organisation
  • 61. The organisation as a village http://www.flickr.com/photos/krustysplodge/898377791/ People have lived and worked in villages since the dawn of civilization. The corporation, argues Charles Handy, is a youthful concept, little more than a century old. One could argue, too, that the notion of a lively village — with its unabashed humanity — is a more appropriate way to look at what the corporation should be in the 21st century than the constrained and impersonal entity it has been. Villages are small and personal, and their inhabitants have names, characters, and personalities. What more appropriate concept on which to base our institutions of the future than the ancient organic social unit whose flexibility and strength sustained human society through millennia?
  • 62. blended reality Blended reality There is no offline or online there is only…
  • 63. networked economics
  • 64. People embrace what they create Technologies of co-operation
  • 65. New language and literacy http://smlxtralarge.com/workshops/no-straight-lines-marketing-communication-for-the-21st-century/
  • 66. So business’s have to be 3 things, they have to be: [1] Life enabling [2] Life simplifying [3] Navigational. ie. Help me navigate through the complexity of my life
  • 67. Context and meaning David Cameron, the leader of the Conservative party in Britain, famously said we should all, “all hug a hoodie”, what he was pointing to was the fierce debate about young people, and how we deal with their seemingly increasing anti-social behaviour. The irony of that statement was captured in this picture. The “hoodie” makes a gun with his hand in a gangsta stylee, whilst his other hand is stuck down his pants. For this young man there is no context and therefore no meaning to David Cameron,to politics or indeed society. As businesses, if you have no context, you also have no meaning for your customers, then you become irrelevant and finally you become obsolescent.
  • 68. Thank you SMLXL: Contact : [email_address] Twitter: alansmlxl www.smlxtralarge.com SMLXL runs an Engagement Marketing innovation consultancy and also courses on Engagement for businesses that want to survive in the networked society.
  • 69. Euan Semple Director Euansemple.com E-mail: [email_address] Website: www.euansemple.com For more details
  • 70. Alan Moore Founder SMLXL E-mail: [email_address] Website: http://smlxtralarge.com/ For more details
  • 71. Elango Kanagaraji Business Manager – Web 2.0 Specialization Aspire Systems E-mail: [email_address] Website: www.aspiresys.com Ph. No: +91-44-67404000 For more details
  • 72. Questions