Can Enterprise 2.0 Work For The SME/SMB


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My presentation from the International Enterprise 2.0 Forum in Milan, Itay, 3rd June organized by Open Knowledge - see

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  • All of the case study stories today, along with the cases studies available online are for big enterprises and multi-nationals. Andrew Gilboy’s story of the what you can do with the Oracle product set was very impressive, but I can’t afford that scale of solution. What can we do for smaller organizations? What we can do for the SME or SMB is even more important here in Italy, because of the culture and structure of business. Compared to the UK’s or the French business landscape Italy has 10 times the number of small and medium businesses as a proportion of the overall market.
  • Can Enterprise 2.0 Work For The SME/SMB

    1. 1. Can Enterprise 2.0 work for the SME? Stories from the trenches David Terrar – D2C and WordFrame International Forum on Enterprise 2.0 – June 3 rd
    2. 2. Charles Darwin – natural selection “ The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.” Richard Dawkins
    3. 3. Recommended reading “ Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.” John Chambers, Chairman and CEO, Cisco “ Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.” Henning Kagermann, Chairman and CEO, SAP
    4. 4. From Command and Control to Teamwork and Collaboration
    5. 5. Agenda <ul><li>Characteristics of SME/SMB </li></ul><ul><li>Economic backdrop </li></ul><ul><li>Enterprise 2.0 solutions </li></ul><ul><li>The 9x Effect </li></ul><ul><li>Making enterprise 2.0 work </li></ul><ul><li>Examples: </li></ul><ul><ul><li>ICAEW </li></ul></ul><ul><ul><li>Tambellini </li></ul></ul><ul><ul><li>RelationSys </li></ul></ul><ul><ul><li>SocialMediaToday </li></ul></ul><ul><ul><li>Goodman Jones </li></ul></ul><ul><ul><li>Edge International </li></ul></ul><ul><ul><li>NinComSoup </li></ul></ul><ul><li>Conclusions </li></ul><ul><li>References </li></ul>
    6. 6. Characteristics of an SME/SMB <ul><li>Owner/manager with little formal business experience </li></ul><ul><li>Tend to have tight family like culture </li></ul><ul><li>Operate on trust rather than systems and contracts </li></ul><ul><li>Small range of products and services </li></ul><ul><li>Tactical rather than strategic approach </li></ul><ul><li>Favour self-help over seeking advice </li></ul>M = under 250 employees S = under 50 employees
    7. 7. Economic backdrop <ul><li>econolypse / credit crunch </li></ul><ul><li>Circling the wagons, no discretionary spend </li></ul><ul><li>Let’s innovate – what have we got to lose? </li></ul>
    8. 8. Enterprise 2.0 solutions? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
    9. 9. The 9x Effect <ul><li>John T. Gourville – Albert J. Weatherhead, Jr. Professor of Business Administration at HBS </li></ul><ul><li>Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption </li></ul><ul><li>New product has to be 9 times better! </li></ul>
    10. 10. Making enterprise 2.0 work S tart with the end in mind W hat's in it for me I ntuitive and simple T echnology supporting not leading C ommunity management H elp and resources
    11. 11. Making enterprise 2.0 work S W I = our methodology T C H
    12. 12. S tart with the end in mind <ul><li>User won't just come like Facebook </li></ul><ul><li>What is the purpose? </li></ul>
    13. 13. W hat's in it for me ?
    14. 14. I ntuitive and simple
    15. 15. T echnology supporting not leading
    16. 16. C ommunity management
    17. 17. C ommunity facilitation
    18. 18. C ommunity management <ul><li>Champions </li></ul><ul><li>Teamwork </li></ul><ul><li>Prepare to lose control </li></ul><ul><li>Moderation guidelines </li></ul><ul><li>Community manager needed </li></ul><ul><li>Corporate standards </li></ul><ul><li>Not just bottom up </li></ul>
    19. 19. H elp and resources <ul><li>Online help and documentation </li></ul><ul><li>“ How to”s </li></ul><ul><li>Videos </li></ul><ul><li>Examples </li></ul><ul><li>Contributor guidelines </li></ul><ul><li>Helpdesk </li></ul><ul><li>Chat support </li></ul><ul><li>Community manager support </li></ul>
    20. 20. ICAEW online community
    21. 21. from Tambellini Group
    22. 22. Investor Matrix from RelationSys
    23. 23. SocialMediaToday LLC
    24. 24. Goodman Jones
    25. 25. Edge International <ul><li>Law firm strategy, management and marketing </li></ul><ul><li>New website, content aggregation with RSS </li></ul><ul><li>Customer extranet </li></ul><ul><li>Moving from Google Docs to secure collaboration </li></ul>
    26. 26. NinComSoup
    27. 27. NinComSoup <ul><li>Twinfield for online accounting </li></ul><ul><li>FnBshop for stock control and purchasing </li></ul><ul><li>Team uses Gmail and Google Calendar </li></ul><ul><li> for storing and sharing data </li></ul><ul><li> for bookmarking websites </li></ul><ul><li>EditGrid for collaborating on spreadsheets </li></ul><ul><li>Highrise to keep tabs on their suppliers </li></ul><ul><li>Staff use shared lists for reminders with Remember The Milk </li></ul><ul><li>Basecamp message board for memos, price changes, new products, managers to do lists between shifts </li></ul><ul><li>SlimTimer to track time spent on projects </li></ul>
    28. 29. Conclusions <ul><li>Not enough case studies and hard evidence, particularly for SME/SMB </li></ul><ul><li>Some good stories </li></ul><ul><li>E2.0 can work </li></ul><ul><li>In the current economic climate team collaboration and innovation essential </li></ul><ul><li>Vendors need to: </li></ul><ul><ul><li>Get the entry point pricing right </li></ul></ul><ul><ul><li>Allow for customization </li></ul></ul><ul><ul><li>Make it easy to integrate with other web services </li></ul></ul>
    29. 30. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? and Tribes – Seth Godin
    30. 31. References <ul><li>http:// / </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li>  </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    31. 32. Contact details David Terrar CEO – D2C and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: and skype: david_terrar twitter: DT linkedin: blog:
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