Catalyze Webcast With Charlie Kreitzberg - Web 2 And You - 121307

Slide 1: Welcome to the Catalyze Monthly Webcast Catalyze Community www.mycatalyze.org charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 2: Web 2.0 -- a Sea Change “sea change: a profound transformation, usually for the better…” charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 3: A Poll “What is the value of social computing to business?” • transformational • high value • limited value • no value charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 4: Understanding Change To profit from change we need to understand it. charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 5: Business is in a Tough Place With Web 2.0 the Internet has matured into a key channel BUT Some aspects of Web 2.0 don’t fit well with business thinking and culture charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 7: The Automobile: An Analogy Web 1.0 Web 2.0 Web 3.0 charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 8: The Evolution of the Web Web 1.0 The Hypertext Web Presentation of  information Web 2.0 The Social Web Community,  Web 3.0 Communication and Collaboration The Semantic Web User create much of  the content Content and  Knowledge Management

Slide 9: What Keeps Managers Up at Night Source: http://adage.com/garfieldtheblog/post?article_id=120338 One of 60- Replies to the Blog Post XXXXXXXX Must Die I work for xxxxxxx in MD. You people are the reason half of us Seeking Ideas for a Consumer Jihad employees hate our jobs and 95% of us hate all customers. Posted by Bob Garfield on 09.09.07 @ 05:22 PM You are disgusting and pathetic.…. If you were smart and did HELL ON EARTH, Md. (Sept. 9, 2007) -- Xxxxxxx must die. what you're supposed to do when you receive a contract of -- 11-2 p.m. installation window set for Sunday, August 28th. some sort, you would know that we have NO obligation to fix your downed services within a few hours...residential services -- August 28. Installer does not show up at 11. Or 12. Or 1. Or 2. Or 3. are guaranteed a time frame within 24 hours, and it doesn't Or 4. Or 5….Nobody ever calls back. Total time waiting for installer: 6 have to be one you like or take...it just has to be available. So 1/2 hours. Sunday squandered. when you get fired from your half ass job at the newspaper because you were too cheap to pay up, we can and should -- August 29. On 4th call to customer service, xxxxxxx reschedules laugh in your face. Second, there's NO reason why you should installation for Sunday, September 9, between 8 and 11 a.m. NEED cable to survive! Read a damn book, do a puzzle with your family. -- September 9. Installer shows up on time at 9 a.m. At 12:30, installer leaves to get a drill bit from a nearby service tech's truck. Five hours #1:Why are your techs late? Well they're late because you later, he is still missing. dumb freaking people don't mention half of your problems -- Xxxxxxx customer service asks for \"a quick moment\" to investigate. when on the phone with customer service scheduling the Fifteen minutes later, they return to ask for \"one more moment.\" I am tech...so when the techs get out to the jobs, they almost always on hold for another 32 minutes…[reconnected] I tell her I have been on take longer than expected...resulting in the tech being late to hold for a total of 48 minutes. She says I haven't been. I ask for a other appointments. supervisor. I am told I'm not permitted to speak to one…. #2:Why am I on hold so long? Because you people call for Is this company so frantic to seize market share…that it is willing to each and every thing! Your TV is not xxxxxxx's responsibility. disrupt customers' lives, fail to appear, repeatedly lie to them, walk out xxxxxxx is responsible for xxxxxxx equipment on them and then treat the customer as if he or she is a nuisance? Well, we shall see. This is the Listenomics age. We will not take it quietly. I came across this site full of pathetic people posting pathetic stories on accident...and I'm glad I did. You have all given me even more of a reason to talk down to you when you call in. Oh, and those promotions you would get if you were nice? Yeah--no luck in hell now. Hope you guys are happy! –Amanda J******, Pasadena, MD charlie@cognetics.com

Slide 10: The Automobile: An Analogy Web 1.0 Web 2.0 Web 3.0 charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 11: Four Models Dimensions of Relationship Dimensions of Web 2.0 Growing a relationship Enabling Technologies Powerful Powerful Databases Programmin Rich User Broadband Standards and g Interfaces Connections Inexpensive Platforms Storage charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 12: Web 2.0 Enabling Technologies .NET Web Services   SQL Server Ajax Cable    Java XML   MySQL FIOS   PHP RSS   Powerful Powerful Databases Rich User Broadband Standards Programming and Inexpensive Interfaces Connections Storage Platforms charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 13: Three Dimension of Web 2.0 Programming Broadband Powerful Databases Rich User Interfaces Standards Platforms Connections charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 19: Two Audiences Programming Broadband Powerful Databases Rich User Interfaces Standards Platforms Connections charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 20: The Four Dimensions of Web Relationship charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 21: Six Stages of Social Computing charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 22: Let’s Look at Our Poll “What is the value of social computing • transformational to business?” • high value • limited value • no value charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 23: Web 2.0 Delivers Real Values to Business • Engage with customers on-line: sell, service, and strengthen customer loyalty • Create brand awareness and viral marketing • Connect with prospects • Manage customer support • Manage customer anger and corporate image • Internal knowledge management and communication charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 24: But the Fit with Business Has Real Problems • Web 2.0 is about relationships. Business is not good at managing and fostering relationships. • Individual employees are not empowered to take action and make decisions. • IT people do not understand the value of social computing and see it as “soft” technology. • Usability is absolutely critical. • The marketing folks love Web 2.0 but the lawyers hate it. • Older (more senior) employees don’t get it. charlie@cognetics.com © 2007 by Cognetics Corporation. All Rights Reserved. Permission granted to reproduce with attribution for personal or professional use.

Slide 25: We Have a Great Opportunity Business Applications User-Centered Designers Business Analysts es ic erv Programmers bS IT Infrastructure We Network Administration Data Warehouse charlie@cognetics.com

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