Social Media in the Enterprise

Social Media in the Enterprise enterprise 2.0, social media for business, internally & externally, case studies and the 2.0 Adoption Council David Terrar - @DT – D2C and WordFrame Social Media Week – February 2 nd Cass Business School

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

The Map of Opportunity
Creating new rapid growth online products powered by:
Peer Production
Jakob’s Law
The Long Tail
Blue Ocean
Network effects
Reinventing the customer relationship to drive revenue:
Customer Communities
Customer Self-Service
Marketing 2.0
Driving costs down through less expensive, better 2.0 solutions:
Lightweight IT/SOA
Enterprise mashups
Expertise Location
Knowledge Retention
Improving productivity and access to value:
Enterprise 2.0
Open APIs
Crowdsourcing
Prediction
Markets
Business Remodeling and Restructuring
BPM 2.0
Employee Communities
Cloudsourcing
Pull Systems
Change Management
Transformation Communities
2.0 Education
Capability Acquisition
Fostering Innovation
Internal Innovation Markets
Open innovation
Database of Intentions
Leveraging Innovation
Product Incubators
Open Supply Chains
Product Development 2.0
Some Rights Reserved
Innovation Transformation Cost Reduction Growth Current Business State

Hierarchy vs. Networks

Is Enterprise 2.0 still in the chasm? http://www.chasminstitute.com/METHODOLOGY/TechnologyAdoptionLifeCycle/tabid/89/Default.aspx

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

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

Swiss Re
Break down silos, increase interaction
Online Jam session, senior exec sponsorship
Pilot for 1,300 users
Now 347 groups collaborating
Available to all 11,500 emplyees, 55% have logged in at least once
"None of us is as smart as all of us"

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

Wachovia Office 2.0 Conference 2008 SF Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachovia http://office20.com/docs/DOC-1130

ICAEW online community

2.0 Adoption Council

Sample Council Members

150+ Council Members
Alcatel-Lucent
Alcoa
Allstate
Alstom Power
AMD
AREVA
Booz Allen Hamilton
CapitalOne
Cardiff University (UK)
Chubb
Cisco
Compagnie de Saint Gobain
Compuware
Corning
Covidien
CSC
Deloitte
Disney
Electronic Arts
Eli Lilly
EMC Corp
European Central Bank
European Commission
Nokia
Penn State University
Pitney Bowes
PR Newswire
Pratt & Whitney
Rocketdyne
PricewaterhouseCoopers
Procter & Gamble
Raytheon
SAP
Schlumberger
Seagate
SK Telecom
State of Maryland
Sun Microsystems (Oracle)
Swedish Armed Forces
Texas Instruments
The Washington Post
United Business Media
Wipro
Wells Fargo
GDF Suez General Motors General Mills GlaxoSmithKline Hatch Associates Hewlett-Packard HSBC Humana IBM Intel Corporation International Paper Johnson and Johnson Juniper Networks Lockheed Martin Lowe's Companies Lyonnaise des Eux/Suez Environment Massachusetts Institute of Technology McDonald's McKinsey & Company Medtronic, Inc. Merck MetLife NASA/SAIC

Benefits of Council Membership
Peer-to-peer sharing
State-of-the-Art platforms
Conference Calls
Meetings
Thought Leadership
Conferences
Publicity
Recognition
Access to vendors/gurus
Research
SWAG ! :-)

2.0 Adoption Council
Strategic partnership with SAP announced today:
Community sponsorship
Business Research
Access to their 12Sprints Solution
New members wanted
www.20adoptioncouncil.com
www.20adoptioncommunity.com

Key take away from Lockheed Martin E2.0 Conference 2008 Boston Christopher Keohane, Unity Product Owner Shawn Dahlen, Unity Program Manager

Conclusions
Over a hundred case studies in the affirmative, though most are large enterprise
Successful roll-outs at SME/SMBs, Fortune 500, and Global 2000
Forrester has declared the existence of an Enterprise 2.0 industry that will be $4.3Bln by 2013
Monitor external channels and your brand/reputation
“ Wisdom of Crowds”, collaboration, community
2.0 Adoption Council – join the community
Focus on business process not technology
“ Think Big, Start Small, Move Fast” (Lockheed Martin)

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://hinchcliffeandcompany.com/
http://web20university.com/
http://redcatco.com/blog/marketing/3-point-social-media-strategy-for-business/

http://www.scribd.com/doc/16696/Eager-Sellers-and-Stony-Buyers-June-2006
http://biztwozero.com/Home/482
http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://
http://www.transunion.com/

http://www.internetevolution.com/document.asp?doc_id=173854
http://www.ion.icaew.com
http://www.20adoptioncouncil.com/Blog/
http://www.20adoptioncommunity.com/

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

http://biztwozero.com	39
http://www.enterpriseirregulars.com	22
http://www.cloudave.com	11
http://www.slideshare.net	3
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Social Media in the Enterprise

by David Terrar

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