CIO Leadership on Web 2.0 and Social Media

www.cognetics.com CIO Leadership in Web 2.0 Charles B. Kreitzberg, Ph.D. Anne Pauker Kreitzberg April 16 2009 Cognetics Corporation PO Box 386 Princeton Junction, New Jersey 08550 ◘ USA © Cognetics Corporation. All rights reserved. 609.799.5005

There are plenty of things to worry about Security Empowerment Transparency Ensure security without Employees can get info Inaccuracies and gaffes stifling creativity and they need and take are quickly found and communication. action. spread. Compliance Generation Gap Public Face Balance enterprise needs Boomers and User-generated posts vs. ease and accessibility Millennials use the can remain available for of web tools. web differently. years - all over the web. Usability Communication Usability is not well Cross-functional teams understood or a core don’t communicate competence. well. Behavior Competition Concern about sharing More agile, creative and of inappropriate or smaller companies may sensitive information. present a real threat. © Cognetics Corporation. All rights reserved.

Too big to ignore; hard to get noticed  500 million sites  1 trillion web pages  900,000 daily page updates (Google)  66 million use Facebook daily  20 million LinkedIn users  2 million participants in Second Life  2.5 million participants on Twitter  12% of Fortune 500 have exec blogs  70 million videos on YouTube

Social Computing has Ballooned Do none of these activities Read blogs, watch on-line video, listen to podcasts Use social networking sites Use RSS. Tag web pages Comment on blogs, post ratings/reviews Publish a web page, blog or upload to YouTube Source: http://blogs.forrester.com/groundswell/data/index.html

B2B Use of Social Media Based on data from 189 companies, Forrester found: Low (30%-39%) High (70%-90%) Medium (40%-69%) Virtual Trade Shows Social Networks Rich Media User Generated Communities & Forums Display Ads Content RSS Microsites Webinars and Blogs &Teleconferences Videos E-Newsletters Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies) © Cognetics Corporation. All rights reserved.

What’s most useful % That find the tool most useful for: Brand Site Inquiries Leads Sales Goodwill B2B’s using this tool: Awareness Traffic   Podcasts   Social networks    Communities/forums   RSS feeds   Blogs   Rich media apps    Display ads  Micro sites  Webinars    E-newsletters Source: Forrester, Making Social Media Work in B2B Marketing (October 2008) Q1 2008 B2B Survey (Base = 189 companies) © Cognetics Corporation. All rights reserved.

Types of Web Communities   Customer support and Collaborative workgroups user groups  Virtual teams  Cause-oriented groups  Social networks  Spontaneous groups  Professional groups  Virtual spaces  Communities of practice  On-line gaming  Communities of interest  Distance learning  Compassionate support communities © Cognetics Corporation. All rights reserved.

What web 2.0 successful communities do 1. Authentic, not “corporate,” tone 2. Speak to audience needs 3. Content resonates & offers value 4. Avoid blatant advertising 5. Fast – on the web that means minutes or hours 6. Acknowledge comments left on the site 7. Gracefully accept criticism 8. Act on feedback © Cognetics Corporation. All rights reserved.

Xerox supports its rebranding • All sites and pages “hang together” so it looks seamless no matter where the visitor come from • Uses many emerging media tools • Clear connections with business goals • Consistent across the company and business units • Focus on creating relationships, community, conversation © Cognetics Corporation. All rights reserved.

blogs.xerox.com Business Unit Blogs A link to a blogger’s bio makes a personal connection. Clear links to other media & marketing tools: Events RSS Feeds Podcasts White Papers Third-party comments & links to their sites © Cognetics Corporation. All rights reserved.

Rich applications engage the users Xerox leverages customer interest in “going green” with a sustainability calculator that connects the user with a thought leadership area: The marketing goal is to engage the user in a meaningful way & generate inquiries © Cognetics Corporation. All rights reserved.

A rich repository dedicated to thought leadership Xerox has gone beyond white papers and podcasts to create a rich media resource that engages visitors and is conversation oriented. Like the blogs, it crosses business units. Links to: See the photos See their area of expertise Request a speaker Download articles Email questions to the expert Video of the expert http://www.consulting.xerox.com/flash/thoughtleaders/index.html © Cognetics Corporation. All rights reserved.

Xerox uses a You Tube Channel - Drive viewers to site Attention Grabber - Engage in 73,000+ views conversation Some of the - Get product ideas content is fun © Cognetics Corporation. All rights reserved.

Accenture uses web 2.0 tools internally Accenture People (internal “Facebook”) 61,000 employees/month Goals: Talent retention Knowledge management Accenture Knowledge Exchange (forum) Create transparent culture 59,000 visitors/month 12,000 questions posted/year Accenture Borderless Workforce (Collaboration & Mobile) Peer to peer & 360-degree video conferencing Accenture Media Exchange (repository) Accenture Encyclopedia (“wikipedia”) © Cognetics Corporation. All rights reserved.

Top five things to look at •Managing relationships (internal & external) Value to the •Knowledge Sharing & Collaboration Business •Sales •Usability Fit with Technology •Software and platforms Processes •Business-technology alignment •Management Practices Fit with Corporate •Trust & Empowerment Culture •Employee Engagement •Security/Compliance Risk Management •Legal •Intellectual Property •Return on Business Value Metrics •Engagement •Transactions © Cognetics Corporation. All rights reserved.

Critical success factors Business-Technology Integration Find places where Web 2.0 really makes  a difference Understand and act to maximize results  Employ metrics  Web 2.0 Friendly Culture Redefine control  Empower creativity & experimentation  Learning & iterative refinement  User-Centricity Foster user engagement and  relationship Envision and build products that are  usable, useful & desirable © Cognetics Corporation. All rights reserved.

Organizational challenges Emerging media is about relationships, transparency, agility, 1. easy access to tools and information – not strengths associated with large organizations. Individuals are not empowered to take independent action. 2. Business units don’t always share the same short term goals or 3. long term strategies. It’s hard to agree on appropriate metrics and ROI. 4. Decision making & approvals can be a long and painful process. 5. IT people see emerging media as “soft” technology. 6. User centricity is crucial. 7. The Generation Gap means people use these tools differently. 8. Perceived risks can be huge. 9. Who has the time to keep up? 10. © Cognetics Corporation. All rights reserved.

Advice Experience and experiment with Web 2.0  yourself. Embrace and evangelize the user-centered  design process. Move cautiously in acquiring enterprise tools.  Consider open-source software.  Build security and practice policies that  encourage and support innovation. Partner with marketing, HR, legal as well as  business units. Be agile so you can experiment and learn  from mistakes. © Cognetics Corporation. All rights reserved.

Web 2.0 is transformational Web 2.0 is more than blogs and wikis. It is creating  major shifts in the ways that: information processing is delivered.  knowledge is collected and organized.  organizations connect with their customers.  people work together.  As a result, it is having wide-ranging effects on how  business operates. How well your business adapts will be an important  factor in its future performance. What role will you play?  © Cognetics Corporation. All rights reserved.

Anne & Charlie Kreitzberg anne@cognetics.com 609.799.5005 ext 226 charlie@cognetics.com 609.799.5005 ext 235 Visit Anne’s blog at www.leadersintheknow.info © Cognetics Corporation. All rights reserved.

CIO Leadership on Web 2.0 and Social Media

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