What Is Enterprise 2.0 - From WTF To FTW
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Enterprise 2.0 presentation for North West Startup 2.0 event

Enterprise 2.0 presentation for North West Startup 2.0 event
http://www.nwstartup20.co.uk/event/northern-startup-enterprise-20-0

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What Is Enterprise 2.0 - From WTF To FTW Presentation Transcript

  • 1. What is Enterprise 2.0? - from WTF to FTW Enterprise social software, permission marketing, and the future David Terrar – D²C and WordFrame
  • 2. Agenda
    • Shift Happens!
    • The new landscape
    • What is Enterprise 2.0?
    • Enterprise 2.0 Case Studies
      • ICAEW
      • SocialMediaToday
      • Wachovia
      • Lockheed Martin
      • SAP Developer Network
      • Other examples
    • Discussion
    • References
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7. Shift Happens! In the next 8 seconds….
  • 8.
    • 34 babies will be born
    • 5 in India
    • 4 in China
    • 1 in US
    • not even 1 here in the UK
    Shift Happens!
  • 9. Shift Happens!
    • College graduates in 2006 - 3.1m in India, 3.3m in China, 1.3m in US, less here
    • Which country is richest, largest military, centre of world business, strongest education system, best standard of living
    • http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
  • 10.  
  • 11. survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008 USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
  • 12. What is Social Media? people having conversations online
  • 13.  
  • 14.  
  • 15. Social Media is Global and mainstream
    • 184m Bloggers
    • 73% of active online users have read a blog
    • 45% have started a blog
    • 57% have joined a social network
    • 55% have uploaded photos
    • 83% have watched video clips
    • 39% subscribe to an RSS feed
  • 16. In 2008, if you’re not on a social networking site, you’re not on the Internet . It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem . IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008
  • 17.  
  • 18.  
  • 19.  
  • 20. Who do you trust?
    • Only 14% of people trust advertisements
    • 78% of people trust the recommendations of other consumers
    Nielsen “Trust in Advertising” report – October 2007
  • 21. New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
  • 22. Launch and learn Focus groups Community support Customer support Small overhead = low risk Large overhead = stability Innovation a major expense Advertising a major expense Stories Features Fashion Market share Fads Long product cycles Product line limited by imagination Product line limited by factory Permission Spam Permeability between consumers and makers Barrier between consumers and makers Consumer-to-consumer communication Marketing-to-consumer communication Emphasis o vertical success (niches) Emphasis on horizontal success (hits) Countless online retail outlets Limited physical retail outlets Countless media outlets Limited number of media outlets New Marketing Old Marketing
  • 23. The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation.
  • 24. Social Media is Counter-intuitive Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Communications Media Social Media
  • 25.
    • www.aiim.org/enterprise20
    441 respondents, 80+ pages, 70+ charts/figures Released Q1 2008
  • 26. Defining Enterprise 2.0 “ Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers. ” Andrew McAfee Associate Professor, Harvard Business School May 2006
  • 27. Defining Enterprise 2.0
    • Technology that enables people to collaborate and/or form online communities
    • The application of Web 2.0 to the enterprise
    • A new set of technologies, models and methods used to develop and deliver business software
    • The next generation of knowledge management
    • The ability to snap together software services to enable business agility
    • The next generation of collaboration
    • The democratization of information and content-centric systems
    • The use of emergent social software platforms within companies, or between companies and their partners or customers
    • A user-centric approach to working with enterprise-focused content systems
    • The next generation of enterprise content management (ECM)
    • Exposing the collective wisdom of a networked workforce, partner and customer base
    • Leveraging metatags to tap into collective wisdom
  • 28. Defining Enterprise 2.0
    • Technology that enables people to collaborate and/or form online communities
    • The application of Web 2.0 to the enterprise
    • A new set of technologies, models and methods used to develop and deliver business software
    • The next generation of knowledge management
    • The ability to snap together software services to enable business agility
    • The next generation of collaboration
    • The democratization of information and content-centric systems
    • The use of emergent social software platforms within companies, or between companies and their partners or customers
    • A user-centric approach to working with enterprise-focused content systems
    • The next generation of enterprise content management (ECM)
    • Exposing the collective wisdom of a networked workforce, partner and customer base
    • Leveraging metatags to tap into collective wisdom
  • 29. Re-defining Enterprise 2.0 “ A system of web-based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise” Carl Frappaolo & Dan Keldsen Q1 2008
  • 30. SLATES Graphic Source: Dion Hinchliffe, ZDNet http://blogs.zdnet.com/Hinchcliffe/?p=143
  • 31. What Technologies Fall into Your Definition of an Enterprise 2.0 Platform?
  • 32. How Critical is Enterprise 2.0 to Your Organization's Overall Business Goals/Success?
  • 33.  
  • 34. Where Do You Feel Your Organization’s Adoption is with Regards to the Following Technologies?
  • 35. What are YOU Trying to Accomplish with Enterprise 2.0? Millennials Gen X Boomers
  • 36.  
  • 37. Age Doesn’t Matter (as Much as You Think)
  • 38. 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
  • 39. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
  • 40. What is ICAEW doing with ion? http://www.ion.icaew.com
  • 41. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
  • 42. What is ICAEW doing with ion?
    • Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”
    • Shortlisted Accountancy Age - “Best Use of the Internet - Business”
  • 43. Some other examples SocialMediaToday.com
  • 44. Lockheed Martin Enterprise 2.0 Conference 2008 Boston Christopher Keohane, Unity Product Owner Shawn Dahlen, Unity Program Manager
  • 45. Wachovia Office 2.0 Conference 2008 SF Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachovia http://office20.com/docs/DOC-1130
  • 46. SAP Developer Network https://www.sdn.sap.com/irj/sdn
  • 47. Other examples
    • Dresdner Kleinwort Wasserstein using blogs and wikis
    • BBC using social network, blogs, wikis, forums
    • Pfizer using blogs, wikis, pfizopedia
    • Nincomsoup using Twitter, Highrise, Basecamp, Twinfield, Remember The Milk, FnBshop, Plaxo, Gmail, Skype, etc.
  • 48. Discussion
  • 49. References
    • Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
    • Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834
    • Universal McCann survey - http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
    • What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed
    • IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf
    • Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf
    • Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/
    • The Cluetrain Manifesto - http://www.cluetrain.com/
    • ICAEW online networks – http://www.ion.icaew.com
    • Andrew McAfee – enterprise 2.0 definition http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/
    • AIIM Market IQ - Enterprise 2.0: Agile, Emergent, and Integrated http://www.aiim.org/ResourceCenter/Research/MarketIQ/Article.aspx?ID=34464
  • 50. Contact details David Terrar CEO - D²C Limited 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