Social Media Principles for Enterprise Knowledge Management by Augustine Fou

Social Media Principlesfor EnterpriseKnowledge Management Dr. Augustine Fou http://www.linkedin.com/in/augustinefou May 8, 2012.Image credit: Decorative Films 1

Executive Summary • Leveraging principles and best practices from social media – sharing, prioritizing, discussing – enterprises can make knowledge sharing more efficient and effective. • Going beyond just search, users need more context to judge the trustworthiness and usefulness of content; the actions of others in the community can provide this context. • Putting in place processes to stimulate more social actions by users is critical to unlocking the value of the knowledge assets of the enterprise (currently, every enterprise has an intranet, but no one uses it).May 8, 2012. 2

Evolution ofthe WebMay 8, 2012. 3

Evolution of the Internet40 yrs 20 yrs 10 yrs 5 yrs 2.5 yrs 1.5 yrsmicroprocessor internet web e-commerce social networks present Web 1.0 Web 2.0 Web 3.0?

Evolution of the “Web” As each stage reaches critical social commerce mass, the next stage is tipped into … social search social content social networks commerce present search content UPDATED: April 2012May 8, 2012. 5

Key Characteristics web 1.0 web 2.0 web 3.0 • Content • Speedy • Ubiquitous content destination sites more timely information available at any time, and personal portals and more efficient tools anywhere, through any to find information channel or device • Search • Collaborative • Individualized critical mass of content actions of users amass, filtered and shared by drives need for search police, and prioritize friends or trust networks engines content • Commerce • Trust-worthy • Efficient commerce goes users establish trust relevant and contextual mainstream; digital networks and hone trust information findable goods rise radars instantly presentMay 8, 2012. 6

Evolution ofSocial MediaMay 8, 2012. 7

Venues come and go … friendster facebook (red) vs myspace myspace (blue) facebookMay 8, 2012. … social actions persist 8

Action: Create Collaborative Encyclopedia WikipediaMay 8, 2012. 9

Action: Curate Social News Digg.comMay 8, 2012. 10

Action: Filter Social Bookmarking Delicious BookmarksMay 8, 2012. 11

Action: Prioritize Reviews and RatingsMay 8, 2012. 12

Action: Share, Discuss Social Networks LinkedIn.com Facebook.comMay 8, 2012. 13

Best PracticeExamplesMay 8, 2012. 14

JetBlue, BestBuy - Twitter • 1.3M Followers • Customer Service / Announcements • Just-in-Time InfoMay 8, 2012. 15

MyStarbucksIdea.com Leveraged the community to source and prioritize ideas.May 8, 2012. 16

Netflix - FacebookLeveraged their Facebook fan base (1.6M) to do continuous customerresearch by asking questions and posting useful content.May 8, 2012. 17

Dun & Bradstreet Innovating an information product for the new marketplace. FROM: TO: Selling Information Selling TrustMay 8, 2012. 18

SAP CommunitiesMay 8, 2012. 19

Oracle Social Media PresencesMay 8, 2012. 20

IBM Enterprise Social Media Organization: IBM Social Media Stats: No IBM corporate blog or Twitter account 17,000 internal blogs 100,000 employees using internal blogs 53,000 members on SocialBlue (like Facebook for employees) A few thousand “IBMers” on Twitter Thousands of external bloggers, Almost 200,000 on LinkedIn As many as 500,000 participants in company crowd-sourcing “jams” 50,000 in alum networks on Facebook and LinkedIn Results: Crowd-sourcing identified 10 best incubator businesses, which IBM funded with $100 million $100 billion in total revenue with a 44.1% gross profit margin in 2008 Source: http://www.socialmediaexaminer.com/how-ibm-uses-social-media-to-spur-employee-innovation/May 8, 2012. 21

Users need context Actions of others give context and prioritization to contentMay 8, 2012. 22

Social MediaFor EnterprisesMay 8, 2012. 23

Enterprise Social Media • Create virtual “watercooler” – a place where conversations and knowledge sharing can be done publicly • Build up processes and habits to ask and answer questions around this watercooler (to build up content) • Plug in other sources of collected documents, knowledge, questions-answers, customer databases, email lists, etc. • Index everything and make it searchable; add social actions (e.g. sharing); add context (how to distinguish quality)May 8, 2012. 24

Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou has over 16 years of management consulting and digital strategy consulting experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing and advertising across traditional and digital channels. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouMay 8, 2012. 25

APPENDIXMay 8, 2012. 26

Jive Software (platform)May 8, 2012. 27

Yammer (platform)May 8, 2012. 28

Salesforce Chatter (platform)May 8, 2012. 29

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Social Media Principles for Enterprise Knowledge Management by Augustine Fou

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