Enterprise 2.0 in Practice
A True Story of How Web 2.0 Can Help
Your Internal Innovation Process
Erik van der Zijden BSc MBA

Erik van der Zijden
The Netherlands
Yara
1972 Floortje
BSc Akzo Nobel Pharma 1995 MBA
Intervet 1998 Area Management
Export Sales Balkans Global Marketing
Global Product Manager
Equine Antiparasitics
Innovation Manager Intervet/Schering-Plough
Enterprise 2.0 Martial Arts Digiredo
Social Media Triumph Spitfire
Podcasting

No
Maybe

1 Enterprise 2.0 | The Four trends
2 How we did it | Best Practices
3 Let’s opinionate! | The Floor is Yours

Conclusion

1 Enterprise 2.0 | The Four Trends

Trend 1
Sensory Overload

reality
check

E-mail is overtaking our life
25 bln
20 bln ata
nd d to
il a ed
-ma imat
15 any e
p bln n is est
Co m io nnu ally
d uct g 25% a
pro10 blnwin
be gro
5 bln
1998 2000 2002 2004 0 bln
2006
L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007

E-mail is overtaking our life
25 bln
20 bln ata
nd d to
il a ed
-ma imat
15 any e
p bln n is est
Co m io nnu ally
d uct g 25% a
pro10 blnwin
be gro
5 bln
1998 2000 2002 2004 0 bln
2006
2007
2008
2009
L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007 2010

of
unt tion
mo ma
e a for
Th
ca l in ery
hni
tec oubling ev
is d year

Trend 2
Scary Digital Stuff

At h ome

At w ork

At h ome

At w ork

At h ome
At w ork

Trend 3
It’s the Cloud, Stupid!

Trend 4
Geeks Everywhere

wn up
as gro y such
n who h nolog
A perso ital tech terne
t,
dig ters, the In MP3
with mpu
o
as c ile phone s and
digital native mob
Year .. 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98
Age .. 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11
digital immigrant

1 2
Sensory Overload Scary Digital Stuff
3 4
It’s the Cloud, stupid! Geeks Everywhere

1 2
3
4
It’s
the
Everywhere
Geeks
Cloud,
stupid!
Sensory
Overloadtuff
Scary
Digital
S

Enterprise
1.0
Hierarchy Flat
Need to know Transparency
Control Let go
Long time to market Short time to market
Propriety standards Open standards
Corporate mask Authenticity
Web 1.0 technologies Web 2.0 technologies
h"p://enterprise2tools.com

Which Marketing Budget will you adapt?
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media Social Media aideM laicoS
Paid Search Paid search hcraes diaP
Telemarketing Telemarketing gnitekrameleT
Online Display Advertising Online display ads sda yalpsid enilnO
Mobile Marketing Naamloos 1 1 soolmaaN
Direct Mail Naamloos 2 2 soolmaaN
Event Marketing Naamloos 3 3 soolmaaN
Radio/TV Ads Naamloos 4 4 soolmaaN
E-mailing to rented list Naamloos 5 5 soolmaaN
Print Advertising Naamloos 6 6 soolmaaN
001 57 05 Source: MarketingSherpa, Marketing and the75
52 00 25 50 Economy100
Survey

Which Marketing Budget will you adapt?
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media Social Media aideM laicoS
Paid Search Paid search hcraes diaP
Telemarketing Telemarketing gnitekrameleT
Online Display Advertising Online display ads sda yalpsid enilnO
Mobile Marketing Naamloos 1 1 soolmaaN
Direct Mail Naamloos 2 2 soolmaaN
Event Marketing Naamloos 3 3 soolmaaN
Radio/TV Ads Naamloos 4 4 soolmaaN
E-mailing to rented list Naamloos 5 5 soolmaaN
Print Advertising Naamloos 6 6 soolmaaN
001 57 05 Source: MarketingSherpa, Marketing and the75
52 00 25 50 Economy100
Survey

1 Enterprise 2.0 | Background
2 How we did it | Best Practices

Main Challenges
...and what we did to tackle them
No structured approach to innovation | Design a strategy around it
Little influence on product innovation | Services around the product
The rise of Enterprise 2.0 | Start using new tools. Slowly
New (online) technologies | Experiment for in/external use
A lot of communication | Development Internal Social Media

BlogBuster
Internal blog, by everybody, for everybody.
MyID
Idea collection and selection.
BoTcast
Weekly audio or video about the company.
NetVibes
Employee-specific RSS reader.
Wiki
Company Knowledge Centre
FF Polsen
Poll feature, to be used by all.

1 Enterprise 2.0 | Background
2 How we did it | Best Practices
3 Let’s opinionate! | The Floor is Yours

What would be your main
hurdles when introducing
these tools?

Some Results
...learn from our experiences

Get the Board on board

Community
Management is like
organizing a party.
Don’t play nice and
people won’t show up.
Or leave.

Be patient

Get IT involved (at a certain moment)

Lead the way

Explain, explain, explain

Reward participation

Conclusion
w at ers
Te st the

http://www.vimeo.com/6771698

Erik van der Zijden
erik@digiredo.nl
+31 6 109 301 40
linkedin.com/in/erikvanderzijden
Twitter: erikdigiredo