The Evangelist’s Toolkit
A guide to bringing social technologies into
your organization




Joshua-Michéle Ross
September,...
Why?
“Organizations should operate all revenue
 generating lines of business on a Web 2.0
         model by 2008.” - Gartn...
Definitions: Web 2.0

     Understanding the operating principles that govern
      networks and applying those principles...
“Social” Technologies
      Blogs
      Wikis
      Social Networks
      Microblogging
      Ratings and Reviews
  ...
The Social Web…

    The Age of Participation

     For the first time
     human beings can find each other, organize an...
The business implications of the Social Web
    We live in a multicast world: We have moved from one-to-many distribution...
The Social Web applies to every business unit
    Marketing – how we connect with / and sell to customers
    Consumer I...
Five Steps for Bringing Social Technologies
Into your Organization




   Listen   Find Allies     Create a   Seek        ...
Listen
          9
The Social Web

     Communities
     Social Networks
     Blogs 
     Microblogs
     Ratings/Reviews




          ...
Listening: Action Steps

     Set up Google Alerts 
     Search social networks and Technorati for your company
     Se...
Listening to the market
                           Original
                           Post




                          ...
Find 
Allies
   13
Worthy        Allies
           Adversaries




                          Strange
           Opponents     Bedfellows
T
R
...
Find Allies: Action Steps

     Gather stories that are relevant to your business
     Find existing social initiatives ...
Create a Clear
              




Project
      
                  16
Develop ideas that apply to your organizationquot;




                                                 17
Align your project with business issues
     Increase product cycle time
     Lower customer service costs
     Drive s...
But you must provide value to the user first

     First, how does this provide immediate benefit to the
      user?




  ...
Seek



        
Challenge
            20
Worthy      Allies
           Adversaries




T
R
U
S
T

    AGREEMENT


                                  21
Common Challenges: FACs
Sharing bad news: negative comments,                They are already doing it somewhere else
custo...
Make the




Case
             23
Business is Business
    What is the opening line? Give a clear, compelling title to your project
    What is the busine...
Measurement – align with your goals – try to
measure as you would anything else

     Customer Support
     Innovation
 ...
Keep in mind…               

    Pilots are a great place to start – They provide a model.
     But you still need leade...
Listen   Find Allies     Create a   Seek         Make the
         Share Stories   Project    Challenges   Case

         ...
Q&A
 joshua.ross@oreilly.com
www.opposableplanets.com




                           28
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Evangelist\ Stoolkit2008 09 30

  1. 1. The Evangelist’s Toolkit A guide to bringing social technologies into your organization Joshua-Michéle Ross September, 2008 Intelligence for a networked economy
  2. 2. Why? “Organizations should operate all revenue generating lines of business on a Web 2.0 model by 2008.” - Gartner 2
  3. 3. Definitions: Web 2.0   Understanding the operating principles that govern networks and applying those principles to business   There are social and technical aspects to Web 2.0 – This talk focuses on the social 3
  4. 4. “Social” Technologies   Blogs   Wikis   Social Networks   Microblogging   Ratings and Reviews   Tagging   Idea Exhanges   Etc… Social technologies allow everyday users to find, create, share, interact and collaborate. 4
  5. 5. The Social Web…   The Age of Participation For the first time human beings can find each other, organize and collaborate without any formal “organization” or need of physical proximity. The cost of organizing has dropped to near-zero. This changes everything: it is a new mode of production (crowdsourcing) and it is transforms the relationship between customer and company.
  6. 6. The business implications of the Social Web   We live in a multicast world: We have moved from one-to-many distribution to many-to-many   People now self-organize and can look to each other for support and validation   The edge (i.e. your customer) holds more potential power and productivity than the center (i.e. the enterprise)   Businesses need to reorganize around the customer 6
  7. 7. The Social Web applies to every business unit   Marketing – how we connect with / and sell to customers   Consumer Insight – how we understand customers   R&D and Innovation – how we source new goods and services   Human Resources – how we recruit, retain and manage talent   IT – how we align technology to business process 7
  8. 8. Five Steps for Bringing Social Technologies Into your Organization Listen Find Allies Create a Seek Make the Share Stories Project Challenges Case 8
  9. 9. Listen 9
  10. 10. The Social Web   Communities   Social Networks   Blogs   Microblogs   Ratings/Reviews Source: Stabilo Boss 10
  11. 11. Listening: Action Steps   Set up Google Alerts   Search social networks and Technorati for your company   Set up Twhirl to eavesdrop on microblogs (Twitter)   Create a Netvibes account to listen in on blogs and magazines regularly   Create a del.icio.us account to tag and share what you find See opposableplanets.com for details… 11
  12. 12. Listening to the market Original Post Founder of BBY Social Network Other BBY Employee 12
  13. 13. Find Allies 13
  14. 14. Worthy Allies Adversaries Strange Opponents Bedfellows T R U S T AGREEMENT 14
  15. 15. Find Allies: Action Steps   Gather stories that are relevant to your business   Find existing social initiatives within your organization   Use a social technology to stay in-touch with allies   Build a common narrative together: why this is important? (use aspiration or fear) 15
  16. 16. Create a Clear Project 16
  17. 17. Develop ideas that apply to your organizationquot; 17
  18. 18. Align your project with business issues   Increase product cycle time   Lower customer service costs   Drive sales   Drive awareness   Increase recruiting effectiveness   Build customer loyalty   Increase employee retention   Drive open innovation   Drive adoption of a new product or service offering   Improve decision-making   Gain a clearer picture of customer requirements   Gain market intelligence 18
  19. 19. But you must provide value to the user first   First, how does this provide immediate benefit to the user? 19
  20. 20. Seek Challenge 20
  21. 21. Worthy Allies Adversaries T R U S T AGREEMENT 21
  22. 22. Common Challenges: FACs Sharing bad news: negative comments, They are already doing it somewhere else customers airing dissatisfaction – shouldn’t we be engaging them on our …………………………......................... own terms? (leverage your listening stories) These issues are present in telephone and Leaking intellectual property email – yet less auditable. Companies can …………………………………………… establish guidelines. Loss of message control Depending on your business you may not (customers or employees) be in control now. This same issue exists already over every other form of ……………............................................ communication. Wasted Time (no ROI) Compare social goals with traditional business goals – sales, PR, conversions …………………………………………… etc. Losing competitive advantage (e.g. others Growing your business in collaboration with will see my product roadmap etc.) customers builds a strong business. If you can’t deliver competitively on what they are asking for – beware. 22
  23. 23. Make the Case 23
  24. 24. Business is Business   What is the opening line? Give a clear, compelling title to your project   What is the business rationale? How does it tie to business objectives?   Who needs to be involved? Often social technologies challenge the boundaries of the typical organization – these require collaboration   What challenges will we face? Anticipate FACS – frequently asked concerns   How will we overcome these challenges? Be direct   Metrics: how we will know that we have succeeded? 24
  25. 25. Measurement – align with your goals – try to measure as you would anything else   Customer Support   Innovation   Marketing   Public Relations 25
  26. 26. Keep in mind…   Pilots are a great place to start – They provide a model. But you still need leadership to make big changes   Consider the “long tail” of your commitment   Enterprise 2.0: Replace systems – don’t add new ones. Think “in the flow”   Stay benefit focused –but don’t get thrown if you aren’t solving every problem   Beware of lagging indicators – companies that require case studies for any new initiative will, by definition, lag. 26
  27. 27. Listen Find Allies Create a Seek Make the Share Stories Project Challenges Case 27
  28. 28. Q&A joshua.ross@oreilly.com www.opposableplanets.com 28
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