competitive intelligence and web2.0
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
COMPETITIVE INTELLIGENCE AND WEB2.0EXPERIENCES AT A GLOBAL PLAYER
Alexandra NellesApril, 2011
AGENDA
The Past | How to build a global community?
The Present| Exploring Web 2.0 tools
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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The Future | Lessons learned & what now?
ALCATEL-LUCENT
””””
Broadband everywhere is speeding up life and
business. It takes no time to go from having a
new idea, to touching peoples lives. We must
innovate – and help our customers innovate – at
the speed of ideas.
““““ ““““
REALIZING THE POTENTIAL OF A CONNECTED WORLD
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”””” Ben VerwaayenChief Executive Officer
the speed of ideas.
• Headquarters: Paris, France
• Annual Revenues: approx. €16 billion
• Employees: 77,000 +
• 130 countries
FAST
FACTS
• R&D Budget: €2.5 billion
• Active Patents Held: 27,900
• Patents Awarded in 2010: 2,400
• Nobel Prizes Won: 7
““““
HIGH LEVERAGE NETWORKTM (HLN)
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
THE PASTHOW TO BUILD A GLOBAL CI COMMUNITY IN A DECENTRALIZED ENVIRONMENT?
COMPETITICE INTELLIGENCE WAS DONE EVERYWHERE
Each Region, Business Unit and Central Function was doing its own
CI without any interaction between the different functions
Fixed Access
Wireless Optics
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Central Marketing
Finance
AmericasEMEA
APAC
PASD
Services
IP
Applications
Business Groups
Central Functions
Key Activities:• Share Best Practices• Cross company CI analysis
THE COMPETITIVE INTELLIGENE NETWORK (CIN)
BRINGS ALL ACTIVITIES TOGETHER
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Regions
analysis• Sales & Marketing Portal• Engage CI Group
Today all functions interact on the key activities together
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SAM – The one stop shopfor Market and Competitor Intelligence
SAM - The place to
publish our analysis
and other news & info
about competitors
SALES AND MARKETING (SAM) PORTAL
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Ongoing promotion and training activities drive usage
Webinar & User Survey
Webinar & Results of a major project
ACCESS OF REPORTS CONTINUOUSLY INCREASES
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April - June
Jul 09
Aug 09
Sep 09
Oct 09
Nov 09
Dec 09
Jan 10
Feb 10
Mar 10
Apr 10
May '10
June '10
July '10
Aug. '10
Sept. '10
Oct. '10
Nov'10
Dec'10
EMEA Strategic Insight Reports Accessed per Month
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
THE PRESENTEXPLORING WEB 2.0 TOOLS
• Exchange of thoughts
• Feeling of community
• Search
Why Yammer is of interest for the CI Community
YAMMER – THE MICROBLOGGING TOOL
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• Following people you know
• Following Topics you are interested in
First Steps in the Web 2.0 World
• Exchange of thoughts
• Following people
• Following Topics
YAMMER – THE MICROBLOGGING TOOL
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• Marketing of CI Analysis
Moving from grassroots micro-blogging…
MOVING BEYOND YAMMER
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….to a company wide social network
Making it easier for people to work
across organizational boundaries to
ENGAGE - CONNECT COLLABORATE CONTRIBUTE
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across organizational boundaries to
solve Alcatel-Lucent challenges and
drive transformation throughout
the company
• We don’t know what we know
• Can’t quickly findinformation/people I need to do my job
• Can’t easily share my experiences beyond my team
EMAIL AND TRADITIONAL COLLABORATION
TOOLS ARE NOT WORKING ANY LONGER
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beyond my team
• Can’t stay up-to-date with what’s going on in the rest of the company
• Can’t discover and build relationships with colleagues across the company
• Find content and experts quickly
• Unlock hidden expertise
• Increase awareness outside your box
• Reach more people
MOTIVATION TO GET ENGAGED IN CI
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• Create sense of Alcatel-Lucent
• Connect, collaborate, contribute
ENGAGE - COMPETITIVE INTELLIGENCE GROUP
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ENGAGE - COMPETITIVE INTELLIGENCE GROUP
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
THE FUTURELESSONS LEARNED & WHAT NOW?
Key success factors are
• Project planning
Web 2.0 does support CI Analysis and improve the quality of CI
LESSONS LEARNED
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People are the most important factor
• Management support
• Own engagement
WHAT NOW?
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Sept.
‘08April
’10
Yammer User
Engage
User
Dec’
10
QUESTIONS?
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Contact:
Alcatel-Lucent
Alexandra Nelles
Email: alexandra.nelles@alcatel-lucent.com
Phone: +49 911 526 6068
The photos of Aurélien Chauvaud are taken from the Alcatel-Lucent new photography collection. A choice of photographs are presented in the exhibition “This is not an Image Bank“ displayed in the Atrium of Alcatel-Lucent Headquarters in Paris, February 2010, until May 2010. In 2010, the exhibition will tour in several Alcatel-Lucent locations in North-America.
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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Jive (the platform behind Engage) positioned in the Leaders quadrant of Gartner, Inc.'s 2009 Magic Quadrant for Social Software in the Workplace
MAGIC QUADRANT FOR SOCIAL SOFTWARE IN
THE WORKPLACE
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This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from Jive Software.
Magic Quadrant Disclaimer:The Magic Quadrant is copyrighted October 2009 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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