Best Prac*ces for the Use of
Web 2.0 and Social Media Tools
for Internal Collabora*on
Erik van der Zijden BSc MBA
Innova,on Manager

Erik van der Zijden
Yara
The Netherlands
Floortje
1972
BSc Akzo Nobel Pharma 1995 MBA
Area Management
Intervet 1998
Export Sales Balkans Interna,onal Marke,ng
Global Product Manager
Equine An,parasi,cs
Innova,on Manager Intervet/Schering‐Plough
Enterprise 2.0 Mar,al Arts
Podcas,ng
Social Media Triumph SpiNire

1 Innova*on | why needed?
2 Social Media & Collabora*on | background
3 How we did it | Best prac,ces
4 Tips & Tricks

Conclusion

1 Innova*on | why?

Innova*on | why?
1
Less products in pipeline
Less diversifica,on in products
Patent expiry
Generic pressure
Global branding versus local adapta,on
Low on trust
Pa,ents more informed
Pricing pressure
More regulatory involvement

Innova*on | why?
1
“
It’s a plug and play world. Because you can
now innovate without having to emigrate,
more and more world‐class innova,on is
“
now star,ng from India
Thomas L. Friedman ‐ The World is Flat

Innova*on | why?
1
The growth of intangibles
Market value in
trillions USD
Human capital
7,5
Know‐how
Trademarks
Goodwill
Collabora,on ac,vi,es
....
4,7
0,8
1,4
Intangible Capital
1985 Financial Capital
2005
Analysis of the biggest 150 companies in the world from 1985 All 2005

Innova*on | why?
1
“
Pharma will not only make white powders;
it will sell a variety of products and
therapeu,c healthcare packages, as well as
a wide range of services to support pa,ents
“
Pharma 2010: The Threshold of InnovaAon ‐ IBM Future Series

Innova*on | why?
1
Staatscourant
18th August 2008
Dutch Ministry of Health
R&D‐spending in 3 industry sectors (€ 8 bln turnover)
Biotechnology
PharmaceuAcal industry
Medical technology

Innova*on | why?
1
Staatscourant
18th August 2008
Main outcomes
RelaAve high R&D‐investments (€ 1 bln or 12,5% of sales)
Return on each € invested in R&D: € 1,1 (industry avg. € 3,0)
InnovaAon is not managed correctly

Innova*on | why?
1
Staatscourant
18th August 2008
Recommenda*ons
Reduce top‐down approach in InnovaAon Management
Boost creaAvity and enthusiasm within the workforce
Strengthen 3rd‐party collaboraAon, also across the border

n
Innova*on | why?
1
ov
te

Innova*on | why?
1
So, what is innova*on anyway?

Innova*on | why?
1
‐e
in•no•vate | in vat|
‐
“
‐
A new way of doing something. It may refer
to incremental, radical, and revolu,onary
changes in thinking, products, processes, or
“
organiza,ons.
*on
crea
lue
Va
wikipedia.org

h
Innova*on | why?
1
n
e

Innova*on | why?
1
“
People are very open‐minded about new things
‐ as long as they’re exactly like the old ones.
“
Charles KeWering

Innova*on | why?
1
Locked innova*on process
Too busy with today’s things
Market research, but no customer insights
Customers involved too late or never
Trapped by old company successes
Risk averse
Try new ini,a,ves only once
Urgency only when pain (compe,,on, decreasing
turnover)
Internal research

1 Innova*on | why needed?
2 Social Media & Collabora*on | background