Evangelist\ Stoolkit2008 09 30

The Evangelist’s Toolkit A guide to bringing social technologies into your organization Joshua-Michéle Ross September, 2008 Intelligence for a networked economy

Why? “Organizations should operate all revenue generating lines of business on a Web 2.0 model by 2008.” - Gartner 2

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

“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

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.

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

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

Five Steps for Bringing Social Technologies Into your Organization Listen Find Allies Create a Seek Make the Share Stories Project Challenges Case 8

Listen 9

The Social Web   Communities   Social Networks   Blogs   Microblogs   Ratings/Reviews Source: Stabilo Boss 10

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

Listening to the market Original Post Founder of BBY Social Network Other BBY Employee 12

Find Allies 13

Worthy Allies Adversaries Strange Opponents Bedfellows T R U S T AGREEMENT 14

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

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 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

But you must provide value to the user ﬁrst   First, how does this provide immediate beneﬁt to the user? 19

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 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

Make the Case 23

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

Measurement – align with your goals – try to measure as you would anything else   Customer Support   Innovation   Marketing   Public Relations 25

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

Listen Find Allies Create a Seek Make the Share Stories Project Challenges Case 27

Q&A joshua.ross@oreilly.com www.opposableplanets.com 28

Evangelist\ Stoolkit2008 09 30

by joshuamross on Sep 30, 2008

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Evangelist\ Stoolkit2008 09 30 — Presentation Transcript