six great minds – enterprise 2.0

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Web: | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793 Web: | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793 Enterprise 2.0 How social software is changing the future of work

Author: sociagility

Post on 22-Apr-2015




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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


  • 1. Enterprise 2.0 How social software is changing the future of work Web: | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793
  • 2. About me
  • 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. Increasing customer expectations #1
  • 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. 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. Human interaction not just promotions Brand connections can be encouraged via promotionsand special offers, followed by competitions andprizes (%)Whats 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. Who have you let out to play? We know some people from your company. Theyre pretty cool online. Do you have any more like that youre hiding? Can they come out and play?
  • 9. Social networking explosion #2
  • 10. Usage continues to increase
  • 11. So do platforms
  • 12. And brands are responding Source: The CMO Survey 2012
  • 13. The consumerization of IT #3
  • 14. It didnt 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 dont get this stu, they probably wont be there for a long time. Marthin De Beer
  • 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)yees ng Source: Avanade Global Research Findings 2012
  • 16. and on employee loyalty
  • 17. Executional speed and organisational change #4
  • 18. Digital is the new normal The previous ways in which a company used the Internet were very one way. Now I think were 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. A new set of brand building priorities Brands as enablers Co-creation and experience marketing Shareable content
  • 20. What it means in practice So what?
  • 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. 1. Get the basics right permission
  • 23. 1. Get the basics right quality
  • 24. 2. Align internal and external Source: Hugh MacLeod, The Porous Membrane
  • 25. 3. Employees as brand advocates Source: InSites Consulting, Social Media Around the World 2011
  • 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. 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. Contact me [email protected] | @niallcook Web: | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793