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Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
Make The Right Decisions Social Media
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Make The Right Decisions Social Media

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Companies are trying to figure out how their Web 2.0 and social media strategy. This presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg of Cognetics provides a practical approach to making …

Companies are trying to figure out how their Web 2.0 and social media strategy. This presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg of Cognetics provides a practical approach to making the right decisions for their organization.

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  • 1. Make the Right Decisions about Web 2.0 and Social Media Charles B. Kreitzberg, PhD Anne Pauker Kreitzberg Cognetics Corporation PO Box 386  Princeton Junction NJ 08550  www.cognetics.com  charlie@cognetics.com  609.799.5005 ext 235
  • 2. With over 900,000 web pages and millions of people who use it every day, Web 2.0 is too big to ignore. It’s transforming the way we live, work and maintain relationships. • Scale • Capability • Relationships Copyright 2009 by Cognetics Corporation
  • 3. Three-quarters of US adults are online. They use the Web differently. Facebook reports the largest growth in those 35-55 years old. People are getting increasingly comfortable creating and posting content. Over 40% Read customer reviews/ratings of adults Watch video posted by other users online Read online forums or discussion groups Over 30% Read blogs Visit social networking sites Over 20% Update/maintain a profile on a social networking site Contribute to online forums or discussion groups Over 10% Post ratings/reviews Comment on someone else’s blog Listen to podcasts Use RSS feeds “Vote” for websites on line (e.g., Digg) Source: Forrester, The Growth of Social Technology Adoption (October 2008) North American Technographics® Media And Marketing Online Survey, Q2 (2008)
  • 4. There are five key technologies that underpin Web 2.0 and enable us to do what we couldn’t easily do before. People used to come to the Web to read something; now they come to do something. C:UserscharliePictures Copyright 2009 by Cognetics Corporation
  • 5. When embarking on a Web project, you need to balance the user experience with the needs of the business and technology considerations. Copyright 2009 by Cognetics Corporation
  • 6. Web 2.0 allows us to create relationships. To leverage this capability, think about how you can create deep, long-lasting relationships over the web with your audience. It’s not all that much different than how you build other relationships, which we know change over time. attract initial repeat newbie broaden & mature & encounter visit deepen comfortable Cognetics Model: Six Degrees of Social Computing Copyright 2009 by Cognetics Corporation
  • 7. People decide in just a few seconds whether to stay on your website or leave. There are four important elements of their experience on the site that will encourage them to stay. This is true for both external facing and internal facing sites. Does the site grab my Can I do what I came attention? to the site to do? Can I trust the site Is the site easy and the organization to use? behind it? Cognetics E3T Model Copyright 2009 by Cognetics Corporation
  • 8. Many organizations are moving from ad hoc, experimental use of Web 2.0 tools toward creating a more holistic, strategic use of these technologies. Start with your business goals. Expect it to be an iterative process. Cognetics Model: Creating a Web 2.0 Strategy Copyright 2009 by Cognetics Corporation
  • 9. Companies have found external-facing Web 2.0 activities most useful in building awareness and relationships. For example: 1. Increase word of mouth 2. Increase product and brand awareness 3. Increase customer loyalty 4. Bring new ideas into the company 5. Improve public relations effectiveness
  • 10. Bottom Line: Match the tools to the business purpose, the user experience and what that tools does best. For example: • To create thought leadership and brand awareness, use blogs, webinars, video and podcasts. • To create discussion and foster community, use forums and social networks. • To connect employees with colleagues and to collaborate, use private social networks, groups and online applications. • For training and conferences, consider virtual reality. • To collect and update information or provide answers to common questions, think about wikis. • To provide customer support, use online chat. Copyright 2009 by Cognetics Corporation
  • 11. Illustration: B2B Use of Social Media Based on data from 189 companies, surveyed in 2008 Forrester found: Low (30%-39%) Medium (40%-69%) High (70%-90%) Virtual Trade Shows Social Networks Rich Media User Generated Content Communities & Forums Display Ads 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)
  • 12. Illustration: Retailers Use of Web 2.0
  • 13. Internal-facing Web 2.0 sites are also used to connect employees and build relationships. But, they are also used to expedite work. For example: 1. Connect employees who don’t know one another 2. Share information, ideas and resources 3. Support virtual or remote work 4. Communicate strategy 5. Provide access to online tools, documents and training
  • 14. Having a Web 2.0-Friendly Culture makes it easier to adapt to a Web 2.0 workplace. These terms are used to describe the inherent characteristics of Web 2.0. If they don’t describe your company, then consider your organization’s readiness for Web 2.0. Cognetics Model: Five Pillars of a Web 2.0 Friendly Culture Copyright 2009 by Cognetics Corporation
  • 15. Web 2.0 is not an easy fit with most existing corporate cultures. Cognetics Model: Organizational Barriers to a Web 2.0 Friendly Culture
  • 16. Organizations need to change to overcome barriers to a Web 2.0-Friendly Culture. Web 2.0 is transforming the way we work and interact with others – both inside and outside the company. It is also changing the way managers manage. Copyright 2009 by Cognetics Corporation
  • 17. Management skills for a Web 2.0 workplace  Understand technology better  Build relationships online  Cross the generation chasm  Be comfortable with transparency  Balance user control with risks  Value user experience  Foster information sharing, collaboration & creativity Copyright 2009 by Cognetics Corporation
  • 18. Just as they do in the physical world, communication skills do matter on the web. Opportunities for miscommunication and misinterpretation exist over the web as in the physical world. Beyond this, web culture is defining its own etiquette and social norms – with a distinctly “non-corporate” flavor. 1. Authentic tone – not corporate speak 2. Get ready for a web-enabled corporate culture 3. Clarify what’s “off limits” 4. Address audience with content that resonates 5. Provide real value 6. Demonstrate that usability matters 7. Talk about strategy 8. Respond on “web time” 9. Acknowledge comments 10. Gracefully accept criticism Copyright 2009 by Cognetics Corporation
  • 19. Managers lead by example when they use these tools themselves. To leverage Web 2.0 for competitive advantage, integrate them with ongoing work and reinforce a Web 2.0-Friendly Culture. Integrate Web 2.0 with business processes & practices – Find places where Web 2.0 technology & tools can really make a difference – Make sure sites are usable, useful & desirable – Understand how to maximize results – Establish metrics & evaluate feedback Build a Web 2.0 Friendly Culture – Redefine control – Empower creativity & experimentation – Learn and make iterative refinements – Share information & collaborate – Make user engagement & relationships a priority Copyright 2009 by Cognetics Corporation
  • 20. Steps you can take to build your Web 2.0 Strategy and create a Web 2.0 Friendly Culture Communicate the • Managing relationships (internal & external) Value Web 2.0 • Knowledge Sharing & Collaboration brings to the Business • Revenue, Cost Savings & Productivity • Gain Experience with Technology, Tools & Media Increase Your own • Insist on Usability Web 2.0 Skills • Use Feedback & Metrics to Learn & Refine Assess • Management Practices Organizational • Trust & Empowerment Readiness for a Web 2.0-Friendly Culture • Employee Engagement Balance Web 2.0 • Security Risks with Value to • Legal & Compliance the Business & to Users • Intellectual Property Copyright 2009 by Cognetics Corporation
  • 21. Anne Pauker Kreitzberg & Charlie Kreitzberg anne@cognetics.com 609.799.5005 x226 charlie@cognetics.com 609.799.5005 x 235 www.cognetics.com

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