Enterprise 2.0 In Practice How It Can Help Your Internal Innovation Process

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Preso given on teh 3rd annual Digital Pharma Congress in New Jersey on October 19, 2009. About Enterprise 2.0 and the internal implementation of social media tools.

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Enterprise 2.0 In Practice How It Can Help Your Internal Innovation Process

  1. 1. 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
  2. 2. 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
  3. 3. No Maybe
  4. 4. 1 Enterprise 2.0 | The Four trends 2 How we did it | Best Practices 3 Let’s opinionate! | The Floor is Yours
  5. 5. Conclusion
  6. 6. 1 Enterprise 2.0 | The Four Trends
  7. 7. Trend 1 Sensory Overload
  8. 8. reality check
  9. 9. 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
  10. 10. 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
  11. 11. of unt tion mo ma e a for Th ca l in ery hni tec oubling ev is d year
  12. 12. Trend 2 Scary Digital Stuff
  13. 13. At h ome
  14. 14. At w ork
  15. 15. At h ome
  16. 16. At w ork
  17. 17. At h ome At w ork
  18. 18. Trend 3 It’s the Cloud, Stupid!
  19. 19. Trend 4 Geeks Everywhere
  20. 20. 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
  21. 21. 1 2 Sensory Overload Scary Digital Stuff 3 4 It’s the Cloud, stupid! Geeks Everywhere
  22. 22. 1 2 3 4 It’s  the  Everywhere Geeks  Cloud,  stupid! Sensory  Overloadtuff Scary  Digital  S
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 1 Enterprise 2.0 | Background 2 How we did it | Best Practices
  27. 27. 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
  28. 28. 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.
  29. 29. 1 Enterprise 2.0 | Background 2 How we did it | Best Practices 3 Let’s opinionate! | The Floor is Yours
  30. 30. What would be your main hurdles when introducing these tools?
  31. 31. Some Results ...learn from our experiences
  32. 32. Get the Board on board
  33. 33. Community Management is like organizing a party. Don’t play nice and people won’t show up. Or leave.
  34. 34. Be patient
  35. 35. Get IT involved (at a certain moment)
  36. 36. Lead the way
  37. 37. Explain, explain, explain
  38. 38. Reward participation
  39. 39. Conclusion w at ers Te st the
  40. 40. http://www.vimeo.com/6771698
  41. 41. Erik van der Zijden erik@digiredo.nl +31 6 109 301 40 linkedin.com/in/erikvanderzijden Twitter: erikdigiredo

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