Leveraging principles and best practices from social media – sharing, prioritizing, discussing – enterprises can make knowledge sharing more efficient and effective.

1. Social Media Principles
for Enterprise
Knowledge Management
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
May 8, 2012.
Image credit: Decorative Films 1

2. Executive Summary
• Leveraging principles and best practices from social media
– sharing, prioritizing, discussing – enterprises can make
knowledge sharing more efficient and effective.
• Going beyond just search, users need more context to judge
the trustworthiness and usefulness of content; the actions of
others in the community can provide this context.
• Putting in place processes to stimulate more social actions
by users is critical to unlocking the value of the knowledge
assets of the enterprise (currently, every enterprise has an
intranet, but no one uses it).
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3. Evolution of
the Web
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4. Evolution of the Internet
40 yrs 20 yrs 10 yrs 5 yrs 2.5 yrs
1.5 yrs
microprocessor internet web
e-commerce
social networks
present
Web 1.0
Web 2.0
Web 3.0?

5. Evolution of the “Web”
As each stage reaches critical social commerce
mass, the next stage is tipped
into … social search
social content
social networks
commerce
present
search
content UPDATED: April 2012
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6. Key Characteristics
web 1.0 web 2.0 web 3.0
• Content • Speedy • Ubiquitous
content destination sites more timely information available at any time,
and personal portals and more efficient tools anywhere, through any
to find information channel or device
• Search • Collaborative • Individualized
critical mass of content actions of users amass, filtered and shared by
drives need for search police, and prioritize friends or trust networks
engines content
• Commerce • Trust-worthy • Efficient
commerce goes users establish trust relevant and contextual
mainstream; digital networks and hone trust information findable
goods rise radars instantly
present
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7. Evolution of
Social Media
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8. Venues come and go …
friendster
facebook (red)
vs
myspace myspace (blue)
facebook
May 8, 2012.
… social actions persist
8

9. Action: Create
Collaborative Encyclopedia
Wikipedia
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10. Action: Curate
Social News
Digg.com
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11. Action: Filter
Social Bookmarking
Delicious Bookmarks
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12. Action: Prioritize
Reviews and Ratings
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13. Action: Share, Discuss
Social Networks
LinkedIn.com Facebook.com
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14. Best Practice
Examples
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15. JetBlue, BestBuy - Twitter
• 1.3M Followers
• Customer Service /
Announcements
• Just-in-Time Info
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16. MyStarbucksIdea.com
Leveraged the community to source and prioritize ideas.
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17. Netflix - Facebook
Leveraged their Facebook fan base (1.6M) to do continuous customer
research by asking questions and posting useful content.
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18. Dun & Bradstreet
Innovating an information product for the new marketplace.
FROM: TO:
Selling Information Selling Trust
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19. SAP Communities
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20. Oracle Social Media Presences
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21. IBM Enterprise Social Media
Organization: IBM
Social Media Stats:
No IBM corporate blog or Twitter account
17,000 internal blogs
100,000 employees using internal blogs
53,000 members on SocialBlue (like Facebook for employees)
A few thousand “IBMers” on Twitter
Thousands of external bloggers,
Almost 200,000 on LinkedIn
As many as 500,000 participants in company crowd-sourcing “jams”
50,000 in alum networks on Facebook and LinkedIn
Results:
Crowd-sourcing identified 10 best incubator businesses, which IBM
funded with $100 million
$100 billion in total revenue with a 44.1% gross profit margin in 2008
Source: http://www.socialmediaexaminer.com/how-ibm-uses-social-media-to-spur-employee-innovation/
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22. Users need context
Actions of others give context and prioritization to content
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23. Social Media
For Enterprises
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24. Enterprise Social Media
• Create virtual “watercooler” – a place where conversations
and knowledge sharing can be done publicly
• Build up processes and habits to ask and answer questions
around this watercooler (to build up content)
• Plug in other sources of collected documents, knowledge,
questions-answers, customer databases, email lists, etc.
• Index everything and make it searchable; add social actions
(e.g. sharing); add context (how to distinguish quality)
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25. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs,
marketing executives, and global brands. He pioneered
the application of the Unified Marketing™ framework
to optimize marketing and advertising across traditional
and digital channels.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
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26. APPENDIX
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27. Jive Software (platform)
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28. Yammer (platform)
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29. Salesforce Chatter (platform)
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