Making 2.0 Work For You, Inside and Out

Making 2.0 Work Inside and Out Jerome Nadel Chief Experience Officer Human Factors International

Understanding of Decision Making Performance Persuasion (CAN DO) (WILL DO) Conversion* Positive Customer Experience * Conversion = adoption, usage, purchase, participation, contribution.... Human Factors International © 2008 8

To synchronize user experience and business goals… Engage the Audience Show unique value and features that distinguish it from other social networking sites Enable the Audience Give users access to intuitive tools and structure to “play & explore” while they collect, share, & create media experiences Connect the Audience Allow users to form valued relationships with creators, hosts, and other PodShow members Build Relationships Further support the ability of advertising partners to build lasting relationships with the PodShow audience by learning more about how users engage with media Human Factors International © 2008 15

All Shows Videos Music People Logo Search> advanced Show me what you’ve got Home Shows Videos Music People Program Guide Upload Promo player auto plays Member Login Hey PodCasters! show, video, music, and Now Playing: Get discovered—be a star! Register now and create people examples in sequence User name Kasabian, Razorlight, your free show site. The Flaming Lips… all Learn more Keep me coming back have been In the Attic. Show me what’s changed Password Find out who joins People new account> login> Rachel and the gang # in network (real-time meta data) Remember me this week… # new today # logged in right now Help! Forgot my password S Meet the artists and (1) Shows (2) Videos (3) Music (4) People producers behind the Tell it to me too Ad Banner(s)/Tower best content on the net, or create your It’s ok to tell the users what PodShow is the only media network where you can own profile and join PodShow! the site is for. (value prop) collect music, videos, pod casts and shows from next set anywhere on the web and share it all with your friends! P Build a visual language watch a tutorial> what’s in if for me?> Show me media types Discover and subscribe to the best podcasts and programs. next set Name Shows S S S S # in network # new today P Title Title Title Title Let me see what others Comedy Aggregate Tag Aggregate Tag Aggregate Tag Name collect Top new flicks and cool klips from across the net. next set Provide a quick summary of Videos V V V V # in network P # new today what users have collected Title Title Title Title Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag Name Top picks and chart hits from the Podsafe Music Network. next set Facilitate choosing Music M M M M P # in network Include aggregate tag # new today description for easy scanning Title Title Title Title Name Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007 * now mevio.com Human Factors International © 2008 16

CEO’s perspective “A brand must accept that they will be relinquishing some control over their brand to their customers. They also have to trust that, over time, an accurate collective opinion of the brand and its products will emerge from any community initiatives and that the brand can ultimately profit from learning from that collective opinion.” Human Factors International © 2008 17

Eluma – A case study Tapping the power of personal information collections from your desktop through integrated, cross-web navigation and networking. Personal Start Pages Social Bookmarking Netvibes Blinklist iGoogle Del.icio.us Stumbleupon Pageflakes Bloglines Squidoo Google Reader Webjam Newsgater Content Sharing RSS Reader/Desktop Alerts Human Factors International © 2008 18

Think ecosystem… Internet Explorer Brands Mozilla Firefox Publish Aggregate Content Creators Publish Me Discover My Eluma Eluma Network Publish Discover Share My friends Other viewers (private community) Human Factors International © 2008 19

Moving to 2.0 at work – Enterprise 2.0 Present Day Intranets… Enterprise 2.0… Content and tools that support employees’ work Content and tools that support employees’ work related tasks related tasks and enable participation in content creation and distribution Content Tools Collect Information Collect Information Present day intranets primarily allow Not only allows collection of information via collection of information. search and browse mechanisms but also via content syndication tools & utilities such as RSS. Communicate Communicate Communication tools & utilities are Allows communication via platforms such as not integrated Blogs, discussion forums etc. Create Content Create Content Allows content creation but only to a Allows all users to add and edit content collectively limited set of users via collaboration platforms such as Wikis. Distribute Content Distribute Content Content is organized into a formally Social bookmarking utilities allows all users to tag defined classification scheme where online resources that leads to a dynamic, flexible, online resources can only be tagged automatically generated taxonomy. by authors/creators or editors. Human Factors International © 2008 22

Knowledge comes in many forms… Documented / Formalized Organic / Experiential Chat Tagging Reports Glossaries Notes Previous Actions Help Systems Research Comments Business Rules Taxonomies Communities Blogs Wikis “Where do I look?” “”Who do I ask?” Human Factors International © 2008 23

Knowledge Officer’s perspective “Historically, knowledge management has focused on connecting people with content. But now the challenge is connecting people with people in increasingly virtual organizations. Human Factors International © 2008 24

Taxonomy + Folksonomy = Structured Social Classification Doc. Edits Folksonomical Related Tags Docs Std. Filters Any User Tag Taxonomist/ Authorized Person Related Tags Validate Author/ Document Tags & Edits Doc. Editor Create/Edit Tag Publish Tag future Content Share Related Document Viewer Profiled Tags Std. Filters Search Results Home View/Edit/Tag Personalized Home Personalized Search Results “My Page” Human Factors International © 2008 26

From monolithic sites to an eChannel continuum Today Internal Client .com Portal portal Tomorrow SCORE Process View View Publish Collaborate Collaborate Upload Upload Blog Discuss Wiki Wiki Rate Rate Practitioner Clients + Visitors Apps Apps Tag Tag Rate Upload Blog Discuss Blog Discuss Tag Human Factors International © 2008 27

Enterprise 2.0 Connect people with people Collaborate in context Don’t throw away your taxonomist Manage cultural change (at the top) Extend the inside to the outside Human Factors International © 2008 28

Connectedness, contribution, and collaboration 1. Influence and persuade 2. Get your audience off the couch, enable contribution 3. Collaborate contextually Get to know… for 3.0! Human Factors International © 2008 29

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Making 2.0 Work For You, Inside and Out

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