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

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

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

http://hkotadia.com	34
http://blog.spigit.com	28
http://hkotadia.wordpress.com	14
http://www.slideshare.net	7
http://michaelbatistich.com	4
http://translate.googleusercontent.com	1

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

by DigiRedo on Oct 21, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 88

Statistics

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