Web Communities With RelationSys And D2C
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D2C and RelationSys at the Internet World 2009 providing some thoughts and suggested reading on enterprise social software, shift happens. permission marketing, and the future (as well as explaining a little of what they do)
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Web Communities With RelationSys And D2C
- 1. Building Better Web Communities Some thoughts and suggested reading on enterprise social software, shift happens. permission marketing, and the future Alex Ang – RelationSys Technologies David Terrar – D2C and WordFrame
- 2. Charles Darwin – natural selection “The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.” Richard Dawkins
- 3. Recommended reading http://www.throwingsheep.com/ “Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.” John Chambers, Chairman and CEO, Cisco “Web 2.0 social networking has far- reaching consequences for corporate executives managing relationships with customers, employees and business partners.” Henning Kagermann, Chairman and CEO, SAP
- 4. From Command and Control to Teamwork and Collaboration http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315
- 5. Shift Happens, the movie, Karl Fisch http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
- 7. survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008 USA – 100m, China – 61m, UK – 17.8m, France – 12.8m Total – 475m
- 8. What is Social Media? people having conversations online
- 11. Social Media is Global and mainstream • 184m Bloggers • 73% of active online users have read a blog • 45% have started a blog • 57% have joined a social network • 55% have uploaded photos • 83% have watched video clips • 39% subscribe to an RSS feed
- 12. In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem. IAB Platform Status Report: User Generated Content, Social Media, and Advertising An Overview - April 2008
- 13. New Marketing Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
- 14. Old Marketing New Marketing Limited number of media outlets Countless media outlets Limited physical retail outlets Countless online retail outlets Emphasis on horizontal success (hits) Emphasis o vertical success (niches) Marketing-to-consumer communication Consumer-to-consumer communication Barrier between consumers and makers Permeability between consumers and makers Spam Permission Product line limited by factory Product line limited by imagination Long product cycles Fads Market share Fashion Features Stories Advertising a major expense Innovation a major expense Large overhead = stability Small overhead = low risk Customer support Community support Focus groups Launch and learn
- 15. The Cluetrain Manifesto There's a new conversation between and among your market and your workers. It's making them smarter and it's enabling them to discover their human voices. You have two choices. You can continue to lock yourself behind facile corporate words and happytalk brochures. Or you can join the conversation.
- 16. Social Media is Counter-intuitive Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation Communications Media Social Media
- 17. • www.aiim.org/enterprise20 441 respondents, 80+ pages, 70+ charts/figures Released Q1 2008 17
- 18. What Technologies Fall into Your Definition of an Enterprise 2.0 Platform?
- 19. Age Doesn’t Matter (as Much as You Think)
- 20. Enterprise 2.0 solutions? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
- 21. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
- 23. Start with the end in mind What's in it for me Intuitive and simple Technology supporting not leading Community management Help and resources Building a community
- 25. What does D2C do? • Business consulting • Web strategy • Enterprise 2.0 advice and solutions • Website design • Web publishing • Building better web communities • Web 2.0 University™ “think Business, not Technology”
- 26. What does RelationSys do? • Corporate Social communities • RSS expertise, products and services • Training • Implementation • Managed Services
- 27. Discussion http://ccd.relationsys.com/ysociety / Here and now, but let’s carry on online:
- 28. References • Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html • Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834 • Universal McCann survey - http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW% • What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed • IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf • Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf • Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&q , http://sethgodin.typepad.com/ • The Cluetrain Manifesto - http://www.cluetrain.com/ • ICAEW online networks – http://www.ion.icaew.com • Andrew McAfee – enterprise 2.0 definition http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/ • AIIM Market IQ - Enterprise 2.0: Agile, Emergent, and Integrated http://www.aiim.org/ResourceCenter/Research/MarketIQ/Article.aspx?ID=34464 These slides on Slideshare: http://www.slideshare.net/david_terrar/
- 29. Contact details David Terrar CEO – D2C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 866309 (direct) m: +44 (0)7715 159423 e: dt@d2c.org.uk and david@wordframe.com w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com Alex Ang CEO – RelationSys Technologies Limited p: +44 (0)20 8788 6464 (direct) m: +44 (0)7958 394787 e: alex.ang@relationsys.co.uk w: www.relationsys.co.uk skype: alexang33
Editor's Notes
- We communicate, collaborate and form social networks. Why do we do it? We’ve been doing it since the stone age. We do it because it works. Evolution of collaboration technologies: Telegraph – Telephone – Fax – E-mail – Groupware collaboration – the static web - Web 2.0 & Enterprise 2.0
- Well worth investing 6 and a half minutes of your time. Second major transformation in the company with ‘business networks’. operating committee (11 people) runs the company ‘Councils’ that run $10 billion opportunities ‘Boards’ which run $1 billion opportunities ‘Working Groups’ that can support the councils and boards or other transactions within the company Biggest barrier/challenge – letting go of command and control See also his 67 minute presentation and Q&Q at MIT Sloane School of Management Oct 2008: http://mitworld.mit.edu/video/619
- This AIIM Market IQ focuses on a genre of new technologies and related business models that enable rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise known as Enterprise 2.0. AIIM used two basic sources of input in constructing this report: the accumulated experience and ongoing market analysis work performed by the AIIM Market Intelligence group and a survey that the group developed and administered. The survey was taken by 441 individuals between January 5 and January 19, 2008. It should be noted that the survey results are reported in aggregate (i.e. AIIM members and nonmembers). Survey demographics can be found in the appendix. In addition, the AIIM Market Intelligence group received guidance and input from a panel of advisors in developing both the survey and this report. AIIM deeply appreciates the work of the panel, which consisted of: Patti Anklam, Stowe Boyd, Steven Mandzik, Andrew McAfee, Eric Tsui, and David Weinberger. (For brief bios on these advisors refer to the About The Authors page in this Market IQ.) This Market IQ covers the concept of Enterprise 2.0 from multiple perspectives, providing a thorough education on the topic. In order to achieve a balanced understanding of Enterprise 2.0, the reader is encouraged to read the report in its entirety, in the order presented. It has been structured into eight sections, each providing a specific perspective on Enterprise 2.0.
- Our survey measured the state of the market in many ways. The bulk of these findings and insights are the focus of Section 4: State of the Market of this Market IQ. But two of the survey’s findings are discussed here so that the current reality of technology awareness and how this affects Enterprise 2.0 strategy development can be appreciated. While survey answers showed a lack of agreement over the definition of Enterprise 2.0 (See Figure 1, and the accompanying analysis in Section 1: Defining Enterprise 2.0), from a technology component perspective, respondents showed great consistency. When asked to identify the component technologies that fall into their definition of an Enterprise 2.0 platform, survey responses honed in on Enterprise 2.0 technologies (e.g., wikis, social networking, blogs, search, RSS, social bookmarking, and mashups) as those most aligned (e.g., a “bullseye fit”) with an Enterprise 2.0 platform. But perhaps just as telling is the fact that no technology was predominately identified as “not needed.” Also, related technologies, 1.0 technologies and 1.5 technologies fared well ranking as being of peripheral value to the platform or listed between peripheral and “bullseye.” Search scored very highly as a bullseye component (which is perhaps explained by the commentary on search made earlier in the report). There were some exceptions. The Enterprise 2.0 technology, social voting/ranking did not fare as well, with 39% indicating it is a bullseye fit, and 27% listing it somewhere between a bullseye fit and peripheral. It ranked below none-core technologies such as collaborative filtering and portals. More dramatically, respondents singled out podcasting as the one Enterprise 2.0 technology that has not yet been embraced as a “standard” part of an Enterprise 2.0 platform. Only 28% saw it as a bullseye fit. This is likely because podcasting creates multimedia content. Many organizations may be inclined to first get a handle on text and images before embracing multimedia in a full-scale manner.