What is Enterprise 2.0? - from WTF to FTW

Enterprise social software, permission marketing, and the future

David Terrar – D²C and WordFrame

Agenda • Shift Happens! • The new landscape• What is Enterprise 2.0?• Enterprise 2.0 Case Studies

– ICAEW– SocialMediaToday– Wachovia– Lockheed Martin– SAP Developer Network– Other examples

• Discussion• References

In the next 8 seconds….

Shift Happens!

• 34 babies will be born

• 5 in India

• 4 in China

• 1 in US

• not even 1 here in the UK

Shift Happens!

Shift Happens!

• College graduates in 2006 - 3.1m in India, 3.3m in China, 1.3m in US, less here

• Which country is richest, largest military, centre of world business, strongest education system, best standard of living

• http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html

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 – 12.8mTotal – 475m

What is Social Media?

people having conversations online

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

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 AdvertisingAn Overview - April 2008

Who do you trust?

• Only 14% of people trust advertisements

• 78% of people trust the recommendations of other consumers

Nielsen “Trust in Advertising” report – October 2007

New Marketing

Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

Old Marketing New MarketingLimited 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

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.

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

• www.aiim.org/enterprise20

441 respondents, 80+ pages, 70+ charts/figures

Released Q1 2008

25

Defining Enterprise 2.0

“Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.”

Andrew McAfee Associate Professor, Harvard Business School

May 2006

Defining Enterprise 2.0 Technology that enables people to collaborate and/or form online

communities The application of Web 2.0 to the enterprise A new set of technologies, models and methods used to develop and

deliver business software The next generation of knowledge management The ability to snap together software services to enable business agility The next generation of collaboration The democratization of information and content-centric systems The use of emergent social software platforms within companies, or

between companies and their partners or customers A user-centric approach to working with enterprise-focused content

systems The next generation of enterprise content management (ECM) Exposing the collective wisdom of a networked workforce, partner and

customer base Leveraging metatags to tap into collective wisdom

Defining Enterprise 2.0 Technology that enables people to collaborate and/or form online

communities The application of Web 2.0 to the enterprise A new set of technologies, models and methods used to develop and

deliver business software The next generation of knowledge management The ability to snap together software services to enable business agility The next generation of collaboration The democratization of information and content-centric systems The use of emergent social software platforms within companies, or

between companies and their partners or customers A user-centric approach to working with enterprise-focused content

systems The next generation of enterprise content management (ECM) Exposing the collective wisdom of a networked workforce, partner and

customer base Leveraging metatags to tap into collective wisdom

Re-defining Enterprise 2.0

“A system of web-based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise”

Carl Frappaolo & Dan Keldsen Q1 2008

SLATES

Graphic Source: Dion Hinchliffe, ZDNethttp://blogs.zdnet.com/Hinchcliffe/?p=143

What Technologies Fall into YourDefinition of an Enterprise 2.0 Platform?

How Critical is Enterprise 2.0 to Your Organization's Overall Business

Goals/Success?

Where Do You Feel Your Organization’s Adoption is with Regards to the Following

Technologies?

What are YOU Trying to Accomplish with Enterprise 2.0?

MillennialsGen X

Boomers

Age Doesn’t Matter (as Much as You Think)

Enterprise 2.0 solutions?

New Product Development

Customer serviceIdea generation

Market research Developer relations

Amplifying Word of Mouth

Employee communications

General Marketing

Reputation management Product testing

Public relationsLONG TAIL SALES

PROJECT COLLABORATION

Co-innovation

Member networking

Capturing Knowledge

Participation Inequality

Jakob Nielsen’s 1-9-90 rule

Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion?

http://www.ion.icaew.com

What is ICAEW doing with ion?

http://www.ion.icaew.com/itcounts

What is ICAEW doing with ion?

• Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”

• Shortlisted Accountancy Age - “Best Use of the Internet - Business”

Some other examplesSocialMediaToday.com

Lockheed Martin Enterprise 2.0 Conference 2008 Boston

Christopher Keohane, Unity Product OwnerShawn Dahlen, Unity Program Manager

WachoviaOffice 2.0 Conference 2008 SF

Pete Fields - Leads Enterprise 2.0 Business Strategy for Wachoviahttp://office20.com/docs/DOC-1130

SAP Developer Network

https://www.sdn.sap.com/irj/sdn

Other examples

• Dresdner Kleinwort Wasserstein using blogs and wikis

• BBC using social network, blogs, wikis, forums

• Pfizer using blogs, wikis, pfizopedia

• Nincomsoup using Twitter, Highrise, Basecamp, Twinfield, Remember The Milk, FnBshop, Plaxo, Gmail, Skype, etc.

Discussion

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%203_20080418124523.pdf

• 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&qid=1215492000&sr=1-2 , 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

Contact details

David TerrarCEO - D²C Limitedand Executive Director - ITBrix / WordFrame

p: +44 (0)1727 838285 (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_terrartwitter: DTlinkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com