Six Great Minds – Enterprise 2.0


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Presentation made by Sociagility's Niall Cook to the Chartered Institute of Marketing's Levitt Group of senior marketers on Friday 16 March 2012 in London.

For more information about Enterprise 2.0: How social software will change the future of work, please go to

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Six Great Minds – Enterprise 2.0

  1. 1. Enterprise  2.0  How  social  software  is  changing  the  future  of  work   Web:  |  Email:  |  Twitter:  @sociagility  |  +44  (0)20  7193  6793  
  2. 2. About  me  
  3. 3. A  perfect  storm   2.  Social   3.   networking   Consumerization   explosion   of  IT   4.  Executional  1.  Increasing   speed  and   consumer   organisational  expectations   change   Enterprise 2.0
  4. 4. Increasing  customer  expectations  #1  
  5. 5. The challenge for brands in the UK market, is drivingConsumers  engage  with  brands  online…  positive commentary; UK consumers are reluctant tocomment about brands online Global UK Internet 30% 80% Penetration % of internet % of internet users that: users that: Go online daily 68% 73% Are brand 33% 33% fans on SN Write about 47% 33% brands online Research 81% 92% brands online Source:  TNS  Digital  Life  2011   Digital Life UK Report © TNS 2011
  6. 6. …and  expect  brands  to  listen  Yet those who post comments about brands onlinesee it as a good way to influence brands Posting comments online is an effective way to influence companies 63 I expect companies to contact me if I 37 (%) write something about them I find it a scary thought that companies 34 would track what I write about themQuestion: I8a ; Attitudes to comments & reviews Base: All Writers ; 677 Source:  TNS  Digital  Life  2011   Digital Life UK Report 1 % Agree © TNS 2011 xx
  7. 7. Human  interaction  not  just  ‘promotions’  Brand connections can be encouraged via promotionsand special offers, followed by competitions andprizes (%)What’s  in  it  for  me? Promotion/special offer 61 Competitions/prizes 52Further Research More information about products/services 42 Information about brand ethics 28 Connect with people behind the brand 24 Access brand content 31Brand Interaction Passionate about the brand 38 Show that brand is important to me 33Giving & Receiving Give brands input 30Feedback Receive customer service 31Friend Interaction Friends doing the same 24 Connect with other fans 22Miscellaneous Use specific apps/games 27 Support a cause 44Question: I3a/I3b ; Reasons to join a brand group/community Base: Social Networkers & Micro Bloggers ; 1683 Source:  TNS  Digital  Life  2011   Digital Life UK Report 11 © TNS 2011
  8. 8. Who  have  you  let  out  to  play?  We  know  some  people  from  your  company.  They’re  pretty  cool  online.  Do  you  have  any  more  like  that  you’re  hiding?  Can  they  come  out  and  play?  
  9. 9. Social  networking  explosion  #2  
  10. 10. Usage  continues  to  increase  
  11. 11. So  do  platforms  
  12. 12. And  brands  are  responding   Source:  The  CMO  Survey  2012  
  13. 13. The  ‘consumerization’  of  IT  #3  
  14. 14. It  didn’t  all  start  with  the  iPad  The  upcoming  generation  is  going  to  expect  to  have  access  to  their  tools  in  the  workplace.  It  would  be  like  someone  from  my  generation  not  having  access  to  email.  If  they  don’t  get  this  stuff,  they  probably  won’t  be  there  for  a  long  time.   –  Marthin  De  Beer  
  15. 15. nd IT leaders are hesitant to embrace the consumerization of IT, Positive  impacts  on  productivity…  anies are in fact embracing the change and it is executives at the ing the charge.C-leveluse ofpriority in ses to veyed,n rates of eortmputingday. rcent)yee’s  ng Source:  Avanade  Global  Research  Findings  2012  
  16. 16. …and  on  employee  loyalty  
  17. 17. Executional  speed  and    organisational  change  #4  
  18. 18. Digital  is  the  new  normal  The  previous  ways  in  which  a  company  used  the  Internet  were  very  one  way.  Now  I  think  we’re  into  engagement  in  conversations.  You  have  to  really  know  who  you  are.  And  then  you  have  to  drive  these  values  consistently.   –  Simon  Sproule   CVP  Global  Marketing  Communications    
  19. 19. A  new  set  of  brand  building  priorities   Brands  as   enablers   Co-­‐creation   and   experience   marketing   Shareable   content  
  20. 20. What  it  means  in  practice  So  what?  
  21. 21. What  it  means  in  practice   2.  Align  internal   3.  Employees  as   and  external   brand  advocates  1.  Get  the  basics   4.  Focus  on   right   people   Becoming an Enterprise 2.0
  22. 22. 1.  Get  the  basics  right  –  permission  
  23. 23. 1.  Get  the  basics  right  –  quality    
  24. 24. 2.  Align  internal  and  external   Source:  Hugh  MacLeod,  The  Porous  Membrane  
  25. 25. 3.  Employees  as  brand  advocates   Source:  InSites  Consulting,  Social  Media  Around  the  World  2011  
  26. 26. 4.  Focus  on  people   1.  Make   participation   easy   2.  Build  on   5.  Deliver   existing  individual  value   relationships   3.  Integrate  with   4.  Self-­‐managed   existing  tools/ without  training   process  
  27. 27. The  last  word…  Loosening  hierarchies  and  giving  more  power  to  employees  can  lead  to  faster  innovation,  lower  cost  structures,  greater  agility,  improved  responsiveness  to  customers  and  more  authenticity  and  respect  in  the  marketplace.  Read,  enjoy  and  prosper.   –  Don  Tapscott    
  28. 28. Contact  me  |  @niallcook   Web:  |  Email:  |  Twitter:  @sociagility  |  +44  (0)20  7193  6793