Socializing the Enterprise Web 2.0 Expo David Carter, CTO April 23, 2008 © 2008 Awareness. Confidential

Breif Intro David Carter, CTO of Awareness Inc. Formerly called iUpload Prior to that I was at Microsoft for 11 years I am Canadian aboot = about Eh = "don't you agree?" 25 degrees celcius is a nice summer day Very little has changed in my world since 1988. We are still tring to solve the same problems

David Carter, CTO of Awareness Inc.

Formerly called iUpload

Prior to that I was at Microsoft for 11 years

I am Canadian

aboot = about

Eh = "don't you agree?"

25 degrees celcius is a nice summer day

Very little has changed in my world since 1988. We are still tring to solve the same problems

About Awareness We help companies build and operate branded Web 2.0 communities Keys to success Broad participation Frictionless participation Content with credibility Ability to quickly deliver and respond

Keys to success

Broad participation

Frictionless participation

Content with credibility

Ability to quickly deliver and respond

Creating Web 2.0 Communities: Common Questions

Executive Team CEO – John Bruce CFO – Steve Richards CTO, Co-Founder – David Carter VP Engineering – Doug Caldwell VP New Business Development, Co-Founder – Robin Hopper VP Marketing & Direct Sales– Eric Schurr

CEO – John Bruce

CFO – Steve Richards

CTO, Co-Founder – David Carter

VP Engineering – Doug Caldwell

VP New Business Development,

Co-Founder – Robin Hopper

VP Marketing & Direct Sales– Eric Schurr

World Class Investors Experienced Enterprise & Web 2.0 Investors Experienced Board of Directors Jeffrey Beir Tom Bogan Ron Nordin

Enterprise Needs are still the same Improve collaboration and sharing so people don't reinvent the wheel Connect the right people to collaborate Make information easy to find All problems that get harder as you scale! Inside the Enterprise Portals/Intranets/Shares Email Email Email Email Email Email Out on the Internet Blogs RSS / Aggregators Search FaceBook/MySpace LinkedIn New stuff everyday … And lots of Chaos

Improve collaboration and sharing so people don't reinvent the wheel

Connect the right people to collaborate

Make information easy to find

All problems that get harder as you scale!

Inside the Enterprise

Portals/Intranets/Shares

Email

Email

Email

Email

Email

Email

Out on the Internet

Blogs

RSS / Aggregators

Search

FaceBook/MySpace

LinkedIn

New stuff everyday

… And lots of Chaos

Enterprise requirements Enterprise needs Balanced with Security / Compliance Accountability ROI Departmental buy-in Structure Frictionless participation Anonymity Leap of faith Borderless Self Organization Grass Roots Participation Quality Content

Enterprise needs

Balanced with

Security / Compliance

Accountability

ROI

Departmental buy-in

Structure

Frictionless participation

Anonymity

Leap of faith

Borderless

Self Organization

Grass Roots

Participation

Quality Content

Completely missing in most Enterprises The notion of "Friends" lists Self created groups SMS or a mobile strategy Personal profiles Personal blogs

The notion of "Friends" lists

Self created groups

SMS or a mobile strategy

Personal profiles

Personal blogs

Web 2.0 Stuff that Scares the Enterprise It has it's own culture Power to the People, down with "The man" Swarming nature of Web 2.0 Rick Roll Crowd Swarming, blog Swarming Snark

It has it's own culture

Power to the People, down with "The man"

Swarming nature of Web 2.0

Rick Roll

Crowd Swarming, blog Swarming

Snark

Awareness We help companies build and operate branded Web 2.0 communities Keys to success Broad participation Frictionless participation Content with credibility Ability to quickly deliver and respond

Keys to success

Broad participation

Frictionless participation

Content with credibility

Ability to quickly deliver and respond

1. The Need: Broad Participation © 2008 Awareness Internal (Employees) External (Customers, Prospects, Partners) Knowledge-sharing Collaboration “ Corporate memory” Collaboration & support Marketing campaigns Product innovation Market research

Knowledge-sharing

Collaboration

“ Corporate memory”

Collaboration & support

Marketing campaigns

Product innovation

Market research

1 The Need: Broad Participation © 2008 Awareness Internal (Employees) External (Customers, Prospects, Partners) Knowledge-sharing Collaboration “ Corporate memory” Collaboration & support Marketing campaigns Product innovation Market research

Knowledge-sharing

Collaboration

“ Corporate memory”

Collaboration & support

Marketing campaigns

Product innovation

Market research

Public Facing: Marriott International Additional Web 2.0 community Original community Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example

Two-way dialog with market

Builds brand

Incremental revenue

Often cited as excellent example

Public Facing Additional Web 2.0 community Original community For “every day people” Positive impact on brand Called one of the “top 5 corporate blogs” Technical audience

For “every day people”

Positive impact on brand

Called one of the “top 5 corporate blogs”

Technical audience

Combination Public / Private © 2008 Awareness “ Mindshare” Community (internal & external) Neighborhoods … and more coming (up to 200) Employees Owner/operators Corporate Social Responsibility Community (external) Often cited in books and articles

Employees

Owner/operators

Often cited in books and articles

Very Public: NYTRNG © 2008 Awareness + 9 others

Combine Mashups and Secure Content Original Community 2 nd Major Release New capabilities New design Content retained & repurposed

New capabilities

New design

Content retained & repurposed

2. The Need: Frictionless Participation Easy to find content Easy to participate Easy to contribute content A unified community experience © 2008 Awareness

Easy to find content

Easy to participate

Easy to contribute content

A unified community experience

Don’t confuse participation Separate tools tagging? categories? permissions? search? voting? profiles? ? ? ? ?

Create A unified experience Separate tools Unified community experience tagging categories permissions search voting profiles Easier to contribute and find content Easier to organize and administer One set of APIs “ Future proof”

tagging

categories

permissions

search

voting

profiles

Easier to contribute and find content

Easier to organize and administer

One set of APIs

“ Future proof”

Meet everyone's needs Corporation Content is captured in a shareable form, versus email Compliance and other issues can be managed Content is a company assett Department Content is grouped by my department in neighborhoods Individual contributors are highlighted Individual My contributions are never presented as someone elses A chronolgy of my participation independent of where I work now

Corporation

Content is captured in a shareable form, versus email

Compliance and other issues can be managed

Content is a company assett

Department

Content is grouped by my department in neighborhoods

Individual contributors are highlighted

Individual

My contributions are never presented as someone elses

A chronolgy of my participation independent of where I work now

Example – Member Profile

Leverage "points of enthusiasm" Certain events will trigger high particpation Exploit those Registration for things can add to profiles and contnet Leading up to key dates in the corporate calendar Company meetings Employee reviews Trade Shows Don't be afraid to use email! Broadcast a content request Add your profile to your signature

Certain events will trigger high particpation

Exploit those

Registration for things can add to profiles and contnet

Leading up to key dates in the corporate calendar

Company meetings

Employee reviews

Trade Shows

Don't be afraid to use email!

Broadcast a content request

Add your profile to your signature

Offer multiple particpation points Voting, commenting, discussions, edit (wiki), posting QuickPost forms

Voting, commenting, discussions, edit (wiki), posting

QuickPost forms

Mix in content with that participation

Leverage popular Public Web 2.0 © 2008 Awareness Cannondale community

Consider all constituents

The Company mix Moderated / Open ? Will your culture grab on.. Or do they need encouragement? Can all the content go live? Structure versus Self Organized Categories versus Tags Neighborhoods versus Groups Sizzle Can you incorporate cool mashups or is the data too sensitive? Does this look like a portal, or a unique web app What does a profile look like in your company? Is mobile important?

Moderated / Open ?

Will your culture grab on.. Or do they need encouragement?

Can all the content go live?

Structure versus Self Organized

Categories versus Tags

Neighborhoods versus Groups

Sizzle

Can you incorporate cool mashups or is the data too sensitive?

Does this look like a portal, or a unique web app

What does a profile look like in your company?

Is mobile important?

Riding even the smallest success Re-uses the data in many ways Profiles become the company directory Headlines can feed other web properties Signatures link to profiles Create a competitive environment Sales has 85% participation versus HR has 10% Give kudo's via posts Town Hall meetings in a post with threaded comments

Re-uses the data in many ways

Profiles become the company directory

Headlines can feed other web properties

Signatures link to profiles

Create a competitive environment

Sales has 85% participation versus HR has 10%

Give kudo's via posts

Town Hall meetings in a post with threaded comments

Summary Start something that encourages particpation and creates momentum Make aprticipation FRICTIONLESS Create a culture of sharing

Start something that encourages particpation and creates momentum

Make aprticipation FRICTIONLESS

Create a culture of sharing

Questions © 2007 Awareness. Confidential