What is Enterprise 2.0? - from WTF to FTW Enterprise social software, permission marketing, and the future David Terrar – D²C and WordFrame

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

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

Shift Happens! In the next 8 seconds….

34 babies will be born 5 in India 4 in China 1 in US not even 1 here in the UK Shift Happens!

34 babies will be born

5 in India

4 in China

1 in US

not even 1 here in the UK

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

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

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

What is Social Media? people having conversations online

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

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

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

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

Only 14% of people trust advertisements

78% of people trust the recommendations of other consumers

New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

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

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.

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

www.aiim.org/enterprise20 441 respondents, 80+ pages, 70+ charts/figures Released Q1 2008

www.aiim.org/enterprise20

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

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

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

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

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

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

SLATES Graphic Source: Dion Hinchliffe, ZDNet http://blogs.zdnet.com/Hinchcliffe/?p=143

What Technologies Fall into Your Definition of an Enterprise 2.0 Platform?

How Critical is Enterprise 2.0 to Your Organization's Overall Business Goals/Success?

Where Do You Feel Your Organization’s Adoption is with Regards to the Following Technologies?

What are YOU Trying to Accomplish with Enterprise 2.0? Millennials Gen X Boomers

Age Doesn’t Matter (as Much as You Think)

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

Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion? http://www.ion.icaew.com

What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

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”

Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”

Shortlisted Accountancy Age - “Best Use of the Internet - Business”

Some other examples SocialMediaToday.com

Lockheed Martin Enterprise 2.0 Conference 2008 Boston Christopher Keohane, Unity Product Owner Shawn Dahlen, Unity Program Manager

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

SAP Developer Network https://www.sdn.sap.com/irj/sdn

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.

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.

Discussion

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

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

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