Can Enterprise 2.0 Work For The SME/SMB

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

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

Recommended reading http://www.throwingsheep.com/ “ 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

From Command and Control to Teamwork and Collaboration http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://

Agenda

Characteristics of SME/SMB

Economic backdrop

Enterprise 2.0 solutions

The 9x Effect

Making enterprise 2.0 work

Examples:

ICAEW

Tambellini

RelationSys

SocialMediaToday

Goodman Jones

Edge International

NinComSoup

Conclusions

References

Characteristics of an SME/SMB

Owner/manager with little formal business experience

Tend to have tight family like culture

Operate on trust rather than systems and contracts

Small range of products and services

Tactical rather than strategic approach

Favour self-help over seeking advice

M = under 250 employees S = under 50 employees

Economic backdrop

econolypse / credit crunch

Circling the wagons, no discretionary spend

Let’s innovate – what have we got to lose?

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

The 9x Effect

John T. Gourville – Albert J. Weatherhead, Jr. Professor of Business Administration at HBS

Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption

New product has to be 9 times better!

http://www.scribd.com/doc/16696/Eager-Sellers-and-Stony-Buyers-June-2006

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

Making enterprise 2.0 work S W I = our methodology T C H

S tart with the end in mind

User won't just come like Facebook

What is the purpose?

http://www.flickr.com/photos/leena/2748174727/in/pool-roadsigncities

W hat's in it for me ?

I ntuitive and simple http://blogs.msdn.com/officeoffline/archive/2007/12/12/easy-to-use.aspx

T echnology supporting not leading

C ommunity management

C ommunity facilitation

C ommunity management

Champions

Teamwork

Prepare to lose control

Moderation guidelines

Community manager needed

Corporate standards

Not just bottom up

H elp and resources

Online help and documentation

“ How to”s

Videos

Examples

Contributor guidelines

Helpdesk

Chat support

Community manager support

ICAEW online community

edu1world.org from Tambellini Group

Investor Matrix from RelationSys

SocialMediaToday LLC www.SocialMediaToday.com

Goodman Jones

Edge International

Law firm strategy, management and marketing

New website, content aggregation with RSS

Customer extranet

Moving from Google Docs to secure collaboration

NinComSoup

Twinfield for online accounting

FnBshop for stock control and purchasing

Team uses Gmail and Google Calendar

Box.net for storing and sharing data

Del.icio.us for bookmarking websites

EditGrid for collaborating on spreadsheets

Highrise to keep tabs on their suppliers

Staff use shared lists for reminders with Remember The Milk

Basecamp message board for memos, price changes, new products, managers to do lists between shifts

SlimTimer to track time spent on projects

Conclusions

Not enough case studies and hard evidence, particularly for SME/SMB

Some good stories

E2.0 can work

In the current economic climate team collaboration and innovation essential

Vendors need to:

Get the entry point pricing right

Allow for customization

Make it easy to integrate with other web services

Recommended reading Meatball Sundae: Is Your Marketing out of Sync? and Tribes – Seth Godin

References

http:// www.throwingsheep.com /

http://www.amazon.co.uk/Throwing-Sheep-Boardroom-Networking-Transform/dp/0470740140/ref=sr_1_1?ie=UTF8&s=books&qid=1244117367&sr=1-1

http://www.scribd.com/doc/16696/Eager-Sellers-and-Stony-Buyers-June-2006

http://www.ion.icaew.com

http://www.edu1world.org/

http://ccd.investormatrix.com/

http://www.goodmanjones.com

http://www.goodmanjones.net

http://www.edge.ai

http://www.nincomsoup.co.uk/

http://thesmallbusinessweb.com/index.html

http://www.amazon.co.uk/gp/product/0749939753/ref=s9_simx_gw_s1_p14_i1?pf_rd_m=A3P5ROKL5A1OLE&pf_rd_s=center-1&pf_rd_r=1W3RHG79FPPKHFWBWAWK&pf_rd_t=101&pf_rd_p=467198433&pf_rd_i=468294

http://www.amazon.co.uk/Meatball-Sundae-Marketing-Transforming-Business/dp/0749929480/ref=sr_1_6?ie=UTF8&s=books&qid=1244117284&sr=1-6

http://sethgodin.typepad.com/

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: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com