SOCIAL MEDIA
ENTERPRISE 2.0// FEBRUARY 2008
FOR PRODUCT
DEVELOPMENT AND
INNOVATION
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FACTORS INFLUENCING SUCCESS:
• Contributors
• Tools
• Process
• Speed
• EvoluDon
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THE
CONTRIBUTORS
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THREE TYPES OF CONTRIBUTORS
Employees
•
Customers
•
Crowdsourcing
•
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EMPLOYEES
Social compuDng is
replacing other
forms of
collaboraDon
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YOU CAN BAN SOCIAL COMPUTING FROM
THE WORK PLACE
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OR YOU CAN EMBRACE IT
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SOCIAL KNOWLEDGE MANAGEMENT
Knowledge Management Social CompuDng
KM is extra work Social compuDng is part of my everyday work
Work is behind closed doors Work is open and transparent
People are afraid to talk openly Anyone can say anything
People directories provide contact informaDon Social Networking plaVorms reflect who is doing what
with whom
Content is centralised, protected and controlled Content is distributed freely and uncontrolled
IT chooses the tools I use I have a choice & select my own tools
Knowledge sharing is database centric Knowledge sharing is people centric
Knowledge is forcibly captured just in Knowledge is naturally captured as part of my work
case
Best PracDces Stories
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GATHER BUY-IN AND ENERGY
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INTERNAL COMMUNITIES
People form communiDes based on shared interests.
These become greenhouses for the developing ideas and the distribuDng informaDon
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YOU CAN
GET INSIDE
YOUR CUSTOMERS HEAD
TOO
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YOUR CUSTOMERS
EXPECT TO HAVE
A VOICE
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SOCIAL MEDIA GONE WRONG
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SOCIAL MEDIA GONE WRONG
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SOCIAL MEDIA GONE WRONG
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SOCIAL MEDIA GONE WRONG
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WHY NOT ASK
AND LISTEN
FIRST
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DELL IDEASTORM
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CONSUMERS
ParDcipants \\read and explore the
posts of others.
Consumers can be very acDve
parDcipants in an online
community
…just not yet visible to others.
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COMMENTERS
These people make comments on others
posts (either on blogs, or in discussion
forums)
They o_en seek clarificaDon, agreeing with
a statement, or offer a suggesDon or link to
something similar.
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CONTRIBUTORS
Those who have started their own blogs or
who iniDate new threads on discussion
forums.
They are confident about pubng forth their
own ideas etc.
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COMMENTATOR
Someone who frequently takes a 'meta'
view of what is going on, providing a level
of leadership within the community.
Their contribuDons will o_en draw
aeenDon to the 'bigger picture', making
links with other work ‐ analysing and
synthesising the
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KNOW AND
EMBRACE
YOUR FANS
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LEGO & THE AFOLS
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CROWD SOURCING
INNOVATION
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OPEN INNOVATION MARKETPLACE
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AD:TECH BRAIN
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BUT BEWARE
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THE UBANK DISASTER
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THE MISTAKES:
FAKING CONTENT?
BAD Moderation
LACK OF TRANSPARENCY
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AND FINALLY:
INAPPROPRIATE
RESPONSE TO CRITICS
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THE KEY TO SUCCESS: Whats
Anyone can contribute
In
no barriers to entry
It
For
Me
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THE TOOLS
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LOTS OF TYPES
chat microblogging bllogging social networks wikis
microblogging
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DEVICE INDEPENDENCE
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LEVERAGE OPEN API’S
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LEVERAGE THE ENVIRONMENTS THEY ARE
ALREADY USING
People feel
at home
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DIGITAL
IDENTITY
MAPPING
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KEYS TO SUCCESS:
Be Flexible – things change
•
Device independence (e.g. stone masonary example)
•
Able to interact‐ open API’s enable content to be shared between
•
environments
Leverage environments that people are already using
•
Provide guidance & support on call
•
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PROCESS
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BUT BEWARE
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CONSERVATIVE THINKING
THE CAR
FASTER HORSE
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FORMAL PROCESSES CAN BE A BARRIER
MARKETING IT
IncompaDble:
Language
detail
Dmeframes
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KEY TO SUCCESS
you need a formalised way to evaluate success
•
Match investment / commitment to what stage in the process the idea is at
•
Develop rapid prototyping systems
•
think outside the box
•
manage some rules of engagement
•
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SPEED
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“THE MOST IMPORTANT THING IS THE
IDEA, NOT BUILDING A BIG TECHNOLOGY
PLATFORM”
PETER WILLIAMS
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TECHNOLOGY IS BECOMING MORE
DIVERSE
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TRIBAL DDB
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RAZERFISH
WIKI
Built using open source MediaWiki
so_ware
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RAZORFISH
WIKI
Employee personal pages
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RAZORFISH
WIKI
upload documents,
•
add tags by clicking or
typing:
// Enterprise 2.0 // FEBRUARY 2009 // 52

“SUCCESS BY 1000 PAPER CUTS.”
JAKE MCKEE (GLOBAL COMMUNITY RELATIONS SPECIALIST LEGO)
,
• Don’t respect the hierarchy.
• Use tenacity and get air cover
• Get the company to come down
from its ivory tower.
• There are no secrets.
• Don’t hold your breath. Change
takes time.
• The answers are not within the
company.
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BE PATIENT AND PERSISTANT
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EVOLUTION
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THE ROLLING BETA
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KEYS TO SUCCESS
Develop a culture of lessons learned
•
Make lessons learned easy to capture
•
Publish what you DO not what you SHOULD DO
•
Don’t throw the baby out with the bathwater
•
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TURN UP
THE VOLUME
ON DISCUSSION
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Value has shi_ed
ownership experience
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Ownership has moved
institutions communities
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Stay in touch!
www.ideagarden.com.au
jenny@ideagarden.com.au
http://www.linkedin.com/in/jennywilliams
jennyatideagarden
ideagarden
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