Changing Corporate Marketing with

Enterprise Social Networks

Luis FontCEO

@Zyncro – English@lluisfont

What exactly is happening?

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You are exposed!

United Breaks Guitars

...but you can fix it

KLM Flight to Miami

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• Intranet 1.0: possibly several useful things, but boring, little use, and not very user-friendly

• Shy business use of social networks, very little in B2B

• Only consumer-oriented companies use B2C social networks

• Social media in good form: bloggers confirm that they are the 5th power

• Twitter incites democratic revolution, but some companies hardly use it

...And what is happening in companies?

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Do we inform? Should we collaborate?

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...And it gets even worse

Generation Y is joining the company…

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Convergence

Intranet 2.0 Enterprise2.0

Non-socialSoftware

Legacy 1.0 ?

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Web 2.0 is in your pocket! by Nobi San

200,000 Twitter followers: the most famous technology

blogger in Japan

Everything will be Socialall over the world and

integrated with everything else

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Now you’re managing two companies:

your business as usual

and

your brand-new online publishing company

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Everything will become Social...

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• Games

• Intranets, sorely needed

• Extranets, especially if dealing with clients

• Project management

• CRM… A social CRM sounds good

• ERP

• Business intelligence

• And much more...

What are we making Social?

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And what else?

• Social crowdsourcing

• Online reputation

• Social client/user communities

• Social product management

• Social product engineering

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Over the next 5 years the majority of companies will have

a Corporate Social Network

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This Revolution will NOT be led by IT

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Does the CIO need to know about marketing?

Does the CMO need to know about technology?

YES, in both cases

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According to Silvia BassiPresident Now!Digital Business Ltda (IDG Brasil)

We need new profiles...

• From Community Manager to Digital Strategist

• From Programmer to Development & Usability Engineer

• From Content Manager to Digital Content Strategist & Designer

• From Usability Engineer to Usability/Understandability Designer

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And they will be in the Cloud: Public or Private

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Will there be a battle?

FRIENDS FOES

VERY TECHNICAL TECHNICIANS

IT DIRECTORS WHO HAVE KIDNAPPED THE COMPANY

CONSULTANTS FROM LARGE COMPANIES

PRODUCTIVITY FANATICS

DIRECTORS WITH BUSINESS VISION

EARLY ADOPTERS

SMES AND SELF-EMPLOYED

DIGITAL ILLITERATE

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convertibles

MODERN IT MANAGERS

WORK TEAMS

YOUNG PROFESSIONALS THOSE WHO NEVER PARTICIPATE

Who will lead it?

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• Top management

• Departmental leaders

• Human Resources

• Marketing

Large groups of people are smarter than an elite few, no matter how brilliant

A crowd is better at solving problems,fostering innovation, coming to wise decisions,

even predicting the future.

James Surowiecki, author of “The Wisdom of Crowds”

Business benefits

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• Greater information

• Greater collaboration

• Greater productivity

• Fewer emails

• Knowledge management

• Sense of belonging

• New salary models

• Motivation

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The Future is Social

Join it now!

Just register at www.zyncro.com

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www.zyncro.com

Food for Thought

• Enterprise 2.0: blog.zyncro.com en.blog.zyncro.com

• Implementing Enterprise 2.0: Ross Dawson

• Book: Implementing Enterprise 2.0: A Practical Guide To Creating Business Value Inside Organizations With Web Technologies

• Crowdsourcing Examples: OpenInnovators List

• The Wisdom of Crowds: Book written by James Surowiecki about the aggregation of information in groups, resulting in decisions that he argues are often better than could have been made by any single member of the group.

• Enterprise Social Network ROI