Social Entreprise 2.0 By V Glaenzer

The New Enterprise or Social enterprise 2.0
Using social media communities to transform organizations into a more open enterprise.
Author: Virginie Glaenzer
December 2010

AGENDA
Opportunity: what is Enterprise 2.0?
Communities: what are the benefits of communities for employees, shareholders and customers?
Challenges: what are the challenges for social teams and employees to use social media?
Solutions: how do we help organizations embrace social media and communities concepts?
BecomingEnterprise 2.0: a step-by-step process
How does Enterprise 2.0 operate?
Finals thoughts
Case studies

Opportunity
What is Enterprise 2.0?

Definition
According to Wikipedia,
“Enterprise 2.0 is the use of "Web2.0" technologies within an organization to enable or streamline business processeswhile enhancing collaboration - connecting people through the use of social-media tools. Enterprise 2.0 aims to help employees, customers and suppliers collaborate, share, and organize information.”
Enterprise 2.0 uses internal and external communities.
External communities or social virtual communities are people interconnected on the web and passionate by a topic or an expertise.
Internalcommunitiesare groups or units working as a team and groups of people passionate about a topic or an expertise.

Communities
What are the benefits of communities for employees, shareholders and customers?

Internal Communities benefits
Increase Productivity:
Reduce time to solve problems or issues
Streamline processes
Increase consistency in process among locations
Reduce duplication of work
Increase policy adoption
Reduce Costs:
Reduce projects
Reduce travel and operational costs
Create dynamic, more reactive and knowledgeable teams:
Increase brand consistency
An organizational “social fabric” is created resulting in improved employee retention and being more committed to each other and the company
The community is a container for corporate memory —it greatly accelerates employee on-boarding and empowers employees and increases collaboration between groups resulting in knowledge sharing

External Communities benefits
Increase sales:
Faster time to competency
Higher innovation:
Create real competitive intelligence
Higher levels of innovation and compete more effectively
Improve product
Creating new ideas
Improve brand perception:
Improve brand awareness
Increase customer loyalty and satisfaction
Help company become a more trusted marketplace

CHALLENGES
What are the challenges for social teams and employees to embrace social media?

Challenges for Social Media Teams
Resistance from internal culture
Measuring ROI
Lack of resources
An ever-changing technology space
A increase in business demands

Challenges for employees
Resistance and fear
“We’ll be more vulnerable and it will create legal liability”
“ We don’t see the benefits of interacting with other groups”
“ There will be inaccuracy/garbage and it will be ineffective”
“It is a distraction and a risk to make a fool of our team”
Lack of time and resource

SOLUTIONS
How do we help employees change and adopt new technologies?
How can we encourage greater participation, with fewer read-only “lurkers” in online communities?

Implementing change requires…
Time: any new experience creates a new physical brain connection, called synapse which strengthen every time we do the same experience over again. So the way we are designed requires time to embrace change.
Space: during any process of change, we become focus on ourselves and allowing space will help.
Support: change means going outside our comfort zone and unknown usually stresses most people. Bringing positive support will increase confidence and lower stress.

Ideas to help employees accept change (acceptation phase)
Communicate:
Communicate clear usage guidelines
Provide on-going and creativeeducation to remove misunderstanding and misinformation
Address all reluctancy reasons: i.e lose of power by explaining the importance of using wikis when someone is sick or busy, it free all of us.
Communicate the right messaging: “Relax, we are all human”
Evangelize:
Support early adopters by providing them a blog to share their experiences focusing how it improves their job
Enable newcomers to learn together by giving them their own blog to share initial impressions and a forum to ask questions to key veterans.
Plan:
Be patient and understand the “90-9-1 principle” (1% are leaders, 9% key participants and 90% consumers-only of information). Have reasonable expectations.
Create security measures and name Community gardeners (in charge of managing and growing the community)

Ideas to help employees adopt new habits and tools (learning and usage phase)
Motivate:
Create polls and contests to encourage people to get involved
Reward and incentive: motivate potential authors as blogging takes time and effort (blogger or blog posting of the month awards, showcasing in newsletter, win group activity…)
Further enable communities of practice: setting up a blog/wiki with limited access can encourage participation from those who typically only “lurk” in a community.
Publicly thank gardeners and advocates
Teach:
Share key lessons-learned which reduce risk taking and errors
Find experts or senior job-role practitioners to peer them with other similar groups
Share tips and tricks and encourage people to ask questions
Not everybody like social media = show benefits
Trust:
Find advocates, bottom-up with top leadership involved
Have users self-report their outcome, metrics and ROI
Let FAQs develop organically

Becoming Social Enterprise: a step-by-step process
Setting-up the stage. Choosing the right business goal. Launching for success.

Step One: Setting-up the stage
Decrease resistance (address fear, objections and negativity from employees and social teams)
Find investmentresources (people, tools, time)
Get leadershipsupport and selectgardeners and evangelists - usually early adopters who will help build awareness using case studies to help with adoption.

Step Two: Define a Business goal
Define a business goal with specific expectations
Increase productivity? Cost saving? Share knowledge? Increase sales? Competitive research? Innovation?...
Select metrics to track successes and failures
Metrics are based on business goal
Asking employees to self-report their ROI is a great way to let they know that social media has a direct impact on the business and is not a nice-to-have or a cool thing to do

Step Three: Launch for success
Focus on one business unit or group at a time
Introduce gardeners and evangelists officially from top down
Meet regularly to review objectives and progress
Let word of mouth spread internally to other units or groups
Learn from first experience and expand to other business units or groups

Step Four: Refine and Improve
On-going training is needed as new tools appear and needs evolve
Keep listening to people’s needs and challenges
Foster the new social culture
Innovation will come naturally

How does Enterprise 2.0 operate?
How are communities used? How does Enterprise 2.0 create, market and communicate products?

Creating a product in Enterprise 2.0
Social media used in market research will gather enough data, insights and perspectives to answer questions such as:
Where are online conversations that are relevant to my product and innovation happening today?
What are those conversations about, and how do they impact my product and market?
Who are my detractors and promoters and what is tone of conversations on my brand and product (sentiment analysis)?

Creating a product in Enterprise 2.0
In enterprise 2.0, internal teams (research, engineering and marketing):
Collaboratetogether and use social media as a giant focus group made up by social virtual communities to understand competitive positioning
Use real time listening tools (blogs, twitter, Facebook...) to monitor share of mind and share of conversastion

Product Marketing in Enterprise 2.0
Used for product marketing, social media enables the reach of a better targeted audience which result in:
Generating business exposure and qualified leads
Reducing customers acquisition cost
Creating new opportunities for business partnerships
Increasing site traffic and subscribers
Helping Search Engine Optimization
Reducing overall expenses in web marketing and advertising

Product Marketing in Enterprise 2.0
A 3-steps process:
Create external communities and engage with key influencers of social virtual communities
Listen to understand community dynamic and feed the community with intelligent and valuable content
Personalize engagement, track and measure how you grow relationships

Selling Product in Enterprise 2.0
Used in Sales, social media helps CRM to better qualify prospects and clients by:
Identifying links between prospects and clients (within a company but also between companies _as friends, currently discussing online, having twitter communication or speaker at the same event than, etc…_
Classifying virtual social communities: a virtual social community is an online group of people passionate by an expertise or a topic (i.e cloud computing experts, mommy bloggers, wine lovers, pet owners...)
Calculating influence level of each prospect and client.

Selling Product in Enterprise 2.0
Integrating social media into a CRM application:
Improves sales qualification process and enables sales people to develop the right relationship:"Should I spend time developing a one to one relationship and invite personally this prospect to a webinar or should I put this lead into an automatic newsletter program for nurturing?“
Enables ongoing and deep qualification process with integrated alert when prospect tweets about competitors or keywords which will enable sales rep to focus his/her attention back at the right time.
Find influencers based on location, community type, company and keyword for better quality prospecting and higher closing rate.

Communicating in Enterprise 2.0
The Web 2.0 revolution has mainly been the revolution of usergenerated content
Content is created non-stop and so are opportunities forbrand exposure anduserengagement

Communicating in Enterprise 2.0
Once external and internal communities are identified and developed:
Identify key influencers
Planlasersharpoutreachselectively to top, magic middle or long tail in the targeted community
Buzz on what matters for who matters
Publish hyper relevant feeds
Track and measure outreach and inbound links on social media content

Final thoughts
Beyond Productivity and Revenue

Enterprise 2.0 has a deeper motivation beyond increasing Productivity and Revenue
Interest in employees well being
Reputation for social Responsibility Ability to improve skills Innovation Input into decision making Resolution of customers concern Challenging works
High personal standards Career opportunities Good relationship with supervisors
List from http://www.slideshare.net/ceciiil/blah-blah-2219353

Case Studies
Learning from early adopters

Learning from others
Today, many enterprises 2.0 focus on one of these 3 majors business objectives:
Reducetime and processcycles: Chordiant, Toshiba, ManTech International Corporation, Embarq, Cisco, Citrix, Yum.
Generateleads and increase sales: Nike, Vmware, EMC, Scheels Sports, Knowledge Infusion, Netapp, UBM, Liden labs, Premier FarnellTaleo
Cost saving: DAK, National instrument, Intel, Fairview, CSC, SAP, Canadian Airports Council, The Value Web, Manheim, Farwest Steel
More detail on case studies: http://www.jivesoftware.com/customers/case-studies

Thank you
Please, connect with me on
or write at virginieglaenzer@hotmail.com
to share feedback on the presentation or share your thoughts and experiences on using or managing social media.

Social Entreprise 2.0 By V Glaenzer

by Virginie Glaenzer on Jan 12, 2011

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