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VDMA Social Web Präsentation

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As always the missing parts, ie. the audio parts and the discussions we had during the workshop would be much more interesting but can't be shared publicly ...

As always the missing parts, ie. the audio parts and the discussions we had during the workshop would be much more interesting but can't be shared publicly ...

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  • 1. Unternehmen und das Social Web Spielerei, Pflichtübung oder Gelegenheit zum Punkten (und wenn ja, bei wem?) Vortrag beim VDMA, Arbeitskreis Presse- und Öffentlichkeitsarbeit 26.2.2010 Martin Koser frogpond _ enterprise collaboration consulting CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 2. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 3. http://www.flickr.com/photos/randysonofrobert/439380528/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 4. frogpond? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 5. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 6. I'm a Blogger CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 7. I'm a Blogger Consultant CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 8. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 9. Web 2.0 Expert CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 10. Not so much of a PR guy CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 11. What do I do? Consulting, organizing and facilitating ... Aufgabe ... mit (Enterprise) Social Software Organisationen bei der Erfüllung ihrer Aufgaben helfen Beratung ... „hands on“ Projektarbeit statt „hit, bill and run“ Leistung ... Fragen beantworten und stellen, analysieren, konzipieren, Projekte begleiten und managen ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 12. I am not alone http://www.flickr.com/photos/moriza/65440175/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 13. How to judge social media consultants (five trick questions) "Do You Have Clients?" "What's the Difference Between Having a Social Media Presence vs. Having a Strategy?" "Are You Going to Ask Me About My Larger Objectives?" "Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?" Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?" CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 14. http://www.flickr.com/photos/camshafter/2514992069/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 15. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 16. Potentials … for Enterprises? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 17. nobody wants to see any more slides with the Gartner hype cycle ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 18. … or psychedelic 2.0 colours CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 19. … but quite often they're worth the deal CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 20. … but quite often they're worth the deal CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 21. … but quite often they're worth the deal CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 22. Some models are useful – 4Cs of Web 2.0 CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 23. Web 2.0 ! CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 24. Web 2.0 ist mehr ... einige Trends der digitalen Wirtschaft Digitale Wirtschaft Weblogs Wikis Web 2.0 Tagging und Folksonomy Social Software Social Software Soziale Netzwerke Social Media Enterprise 2.0 Architecture of Participation neue bzw. andere Organisationsformen "User-generated" Content Wisdom of the Crowd "Do It Yourself"-Wirtschaft Long Tail RIA Rich Internet Apps Office 2.0 APIs & Web As Connected Platform (Mash-ups) Online-Gemeinschaften AJAX, RSS, RDF, XML etc. SOA, SaaS, ... Perpetual Beta Open Innovation ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 25. Nothing new under the sun? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 26. Some models are useful – 4Cs of Web 2.0 CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 27. Communication, Cooperation, Connection, Collaboration? ● Social Web - für das soziale Miteinander gedacht ● auch im B2B? Oder wird hier ein B2C-Muster zweckentfremdet und mißbraucht? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 28. Viele, viele „Studien“ ● Burson-Marsteller Social Media Checkup ● IAB Social Media Buyer's Guide ● Pew Internet and American Life Project Study ● ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 29. Viele, viele Bücher ● Rawn Shah: Social networking for business : choosing the right tools and resources to fit your needs ● … CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 30. Wollen wir experimentieren? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 31. vielleicht finden wir einen Schatz ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 32. Zweiwegkommunikation CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 33. Good fortune is what happens when opportunity meets with planning http://www.flickr.com/photos/clagnut/252185030/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 34. Overall idea: Getting into action mode is interesting CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 35. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct? Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 36. There's lot of choices … … on the Internets Well, more means of communication (but not necessarily more methods or principles, right?) http://theconversationprism.com/2009/03/30/the-conversation-prism-20/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 37. http://www.ethority.de/weblog/2009/09/21/ethority-prasentiert-das-erste-social-media-prisma-fur-den-deutschen-markt/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 38. ein Chart für diejenigen, die immer noch denken, mit einer Pressemitteilung wäre der Job getan CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 39. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct? Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 40. Why Social Media fails Companies ... (sometimes, too often, always) Social Media is not an end in itself. Companies do not exist for the purpose of taking part in the blogosphere - they exist to sell products and services. Yet, competitive advantage relies on informed decision making, insight, understanding, motivation and stakeholder management – social media can contribute. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 41. Internal collaboration and modified knowledge processes Knowledge - its content and its organization - is becoming a social act. David Weinberger, Everything Is Miscellaneous: The Power of the New Digital Disorder CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 42. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct? Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 43. Implementation http://www.flickr.com/photos/mojodenbowsphotostudio/793213945/sizes/o/ Strategies and Pitfalls CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 44. Way more than IT tools http://www.flickr.com/photos/deanj/2398424227/sizes/l/ … ahh, but do we need to forget about all those nifty shiny cute fabulous (a-bit-expensive-but-hey-they're-worth-it-in-gold) tools? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 45. Tools are cool http://www.flickr.com/photos/daveiam/2805765973/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 46. Cool tools?! Intranet 1.0 http://flickr.com/photos/jurvetson/3833286/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 47. Cool tools? „Corporate newsrooms are traditionally self­serving  repositories of grandiose corporate gobbledygook  and steroidal marketing fluff. Real news and  information is hard to find, hard to understand and  even harder to realistically use.“ Corporate Newsrooms CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 48. Cool tools! Corporate Newsrooms CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 49. I say there's no magic bullet You need to start with a clear understanding of your goals ... then learn which tools (make that platforms) can help you achieve those … right, this happens through various and mysterious ways (adoption is key) … while you need to push longer than the organizational attention span … and then ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 50. I say there's no magic bullet Make it easy for people to participate ... push content out to (ALL) community members in the format they choose to keep the community at the forefront of their minds ... If they like e-mail, give them e-mail … If they like RSS, give them RSS ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 51. Implementation takes time CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 52. Useful Model? No, really ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 53. Vorgehensmodelle (1) CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 54. Vorgehensmodelle (2) Organisatorische ORGANISATORISCHE Organisatorische Zielbildung PLANUNG Planung ORGANISATORISCHE Organisatorische DIAGNOSE Diagnose ORGANISATORISCHE Organisatorische Organisatorische REALISATION Realisation Implementierung CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 55. On with implementation ... Enforcement Concept Context Problem-adequate Context-adequate solution solution Adaption CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 56. Implementation Durchsetzung Angleichung = Anpassen des Kontexts = Anpassen des Konzepts Kontext sensibilisieren Konzept sensibilisieren Personal - Fit Kommunizieren Technologie - Fit Qualifizieren Strategie - Fit Motivieren Struktur - Fit Organisieren Kultur - Fit ... Kontext substituieren Konzept substituieren CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 57. Pick areas large enough to matter Concept (Modules) Whole Pilot - America - concept Strategy Strategy Part of Cuba - Module - concept Strategy Strategy Context (Arenas) Part of Whole company Company CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 58. Pick battles small enough to win Konzept Kontext einpassen ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 59. Innovate for the future present CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 60. Innovate for the future present - cntd. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 61. Innovate for the future present - cntd. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 62. Need some Catalyst? err, Consulting? CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 63. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct? Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 64. Strategic Alignment Social media tools are employed against* a business and communications strategy. * in accordance with not versus CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 65. Strategic Alignment Social media tools aren’t strategies themselves. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 66. How to judge social media consultants (five trick questions) "Do You Have Clients?" "What's the Difference Between Having a Social Media Presence vs. Having a Strategy?" "Are You Going to Ask Me About My Larger Objectives?" "Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?" Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?" CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 67. How to judge social media consultants (five trick questions) "Do You Have Clients?" "What's the Difference Between Having a Social Media Presence vs. Having a Strategy?" "Are You Going to Ask Me About My Larger Objectives?" "Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?" Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?" CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 68. Large Organizations are Complex Large corporations and mature businesses = a larger degree of internal complexity, and therefore, more complex strategic plans. Creating strategies for this type of organizations requires a more detailed understanding of the business, in a way that is possible to orchestrate their multiple aspects involved. In other words, the strategic plan serves a blueprint to help the business to organize itself and align the effort of many different units and departments. CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 69. What to do? ● Actions > Words ● Actions = f ( Concepts) ● Concepts, err, rather pragmatic heuristics ● Heuristics = Bundles of principles, methods & tools ● ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 70. developing a customer-centric strategy ... ● customer-centric Actions > Words ● Actions = f (customer-centric Concepts) ● Concepts, err, rather pragmatic customer-centric heuristics ● Heuristics = Bundles of principles, methods & tools … customer-centric, yes CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 71. Consultant = Storyteller http://www.flickr.com/photos/brashlion/2509299954/sizes/o/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 72. Consultant = Change Facilitator http://www.flickr.com/photos/denisdefreyne/1040165363/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 73. That's it, folks Contact: www.frogpond.de enterprise collaboration consulting mk@frogpond.de Skype: mk.frogpond http://twitter.com/frogpond CC-by Attribution-No Commercial-Use ____ 2010 frogpond
  • 74. Social Web - potentials for B2B enterprises? Emerging communication channels – interactive and direct? Social Media Engagement - WTF or FTW? Implementation – some strategies and many pitfalls Lifehacks and Action Items - monday morning exercise Q&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond