The New Enterprise or Social enterprise 2.0

Using social media communities to transform organizations into a more open enterprise.

Author: Virginie GlaenzerDecember 2010

Virginie Glaenzer

AGENDA

1. Opportunity: what is Enterprise 2.0? 2. Communities: what are the benefits of

communities for employees, shareholders and customers?

3. Challenges: what are the challenges for social teams and employees to use social media?

4. Solutions: how do we help organizations embrace social media and communities concepts?

5. Becoming Enterprise 2.0: a step-by-step process6. How does Enterprise 2.0 operate?7. Finals thoughts8. Case studies

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OpportunityWhat is Enterprise 2.0?

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Definition

According to Wikipedia, “Enterprise 2.0 is the use of "Web 2.0" technologies within an organization to enable or streamline business processes while enhancing collaboration - connecting people through the use of social-media tools. Enterprise 2.0 aims to help employees, customers and suppliers collaborate, share, and organize information.”

Enterprise 2.0 uses internal and external communities.

External communities or social virtual communities are people interconnected on the web and passionate by a topic or an expertise.

Internal communities are groups or units working as a team and groups of people passionate about a topic or an expertise.

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CommunitiesWhat are the benefits of communities for employees, shareholders and customers?

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Internal Communities benefits• Increase Productivity:

▫ Reduce time to solve problems or issues▫ Streamline processes ▫ Increase consistency in process among locations▫ Reduce duplication of work▫ Increase policy adoption

• Reduce Costs:▫ Reduce projects ▫ Reduce travel and operational costs

• Create dynamic, more reactive and knowledgeable teams:▫ Increase brand consistency▫ An organizational “social fabric” is created resulting in improved

employee retention and being more committed to each other and the company

▫ The community is a container for corporate memory —it greatly accelerates employee on-boarding and empowers employees and increases collaboration between groups resulting in knowledge sharing

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External Communities benefits

• Increase sales:• Faster time to competency

• Higher innovation:• Create real competitive intelligence • Higher levels of innovation and compete more

effectively• Improve product • Creating new ideas

• Improve brand perception:• Improve brand awareness• Increase customer loyalty and satisfaction• Help company become a more trusted marketplace

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CHALLENGESWhat are the challenges for social teams and employees to embrace social media?

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Challenges for Social Media Teams

• Resistance from internal culture• Measuring ROI• Lack of resources• An ever-changing technology space• A increase in business demands

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Challenges for employees

• Resistance and fear

“We’ll be more vulnerable and it will create legal liability”

“ We don’t see the benefits of interacting with other groups”

“ There will be inaccuracy/garbage and it will be ineffective”

“It is a distraction and a risk to make a fool of our team”

• Lack of time and resource

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SOLUTIONSHow do we help employees change and adopt new technologies? How can we encourage greater participation, with fewer read-only “lurkers” in online communities?

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Implementing change requires…

1. Time: any new experience creates a new physical brain connection, called synapse which strengthen every time we do the same experience over again. So the way we are designed requires time to embrace change.

2. Space: during any process of change, we become focus on ourselves and allowing space will help.

3. Support: change means going outside our comfort zone and unknown usually stresses most people. Bringing positive support will increase confidence and lower stress.

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Ideas to help employees accept change (acceptation phase)

• Communicate:▫ Communicate clear usage guidelines ▫ Provide on-going and creative education to remove misunderstanding

and misinformation▫ Address all reluctancy reasons: i.e lose of power by explaining the

importance of using wikis when someone is sick or busy, it free all of us.

▫ Communicate the right messaging: “Relax, we are all human”

• Evangelize:▫ Support early adopters by providing them a blog to share their

experiences focusing how it improves their job▫ Enable newcomers to learn together by giving them their own blog to

share initial impressions and a forum to ask questions to key veterans.

• Plan:▫ Be patient and understand the “90-9-1 principle” (1% are leaders, 9%

key participants and 90% consumers-only of information). Have reasonable expectations.

▫ Create security measures and name Community gardeners (in charge of managing and growing the community)

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Ideas to help employees adopt new habits and tools (learning and usage phase)

• Motivate:▫ Create polls and contests to encourage people to get involved▫ Reward and incentive: motivate potential authors as blogging takes time

and effort (blogger or blog posting of the month awards, showcasing in newsletter, win group activity…)

▫ Further enable communities of practice: setting up a blog/wiki with limited access can encourage participation from those who typically only “lurk” in a community.

▫ Publicly thank gardeners and advocates

• Teach:▫ Share key lessons-learned which reduce risk taking and errors▫ Find experts or senior job-role practitioners to peer them with other similar

groups▫ Share tips and tricks and encourage people to ask questions▫ Not everybody like social media = show benefits

• Trust:▫ Find advocates, bottom-up with top leadership involved▫ Have users self-report their outcome, metrics and ROI▫ Let FAQs develop organically

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Becoming Social Enterprise: a step-by-step processSetting-up the stage. Choosing the right business goal. Launching for success.

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Step One: Setting-up the stage• Decrease resistance (address fear, objections

and negativity from employees and social teams)

• Find investment resources (people, tools, time) • Get leadership support and select gardeners

and evangelists - usually early adopters who will help build awareness using case studies to help with adoption.

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Step Two: Define a Business goal

• Define a business goal with specific expectations Increase productivity? Cost saving? Share knowledge?

Increase sales? Competitive research? Innovation?...

• Select metrics to track successes and failures Metrics are based on business goal Asking employees to self-report their ROI is a great

way to let they know that social media has a direct impact on the business and is not a nice-to-have or a cool thing to do

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Step Three: Launch for success• Focus on one business unit or group at a time• Introduce gardeners and evangelists officially

from top down • Meet regularly to review objectives and progress• Let word of mouth spread internally to other

units or groups• Learn from first experience and expand to other

business units or groups

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Step Four: Refine and Improve• On-going training is needed as new tools appear

and needs evolve• Keep listening to people’s needs and challenges• Foster the new social culture• Innovation will come naturally

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How does Enterprise 2.0 operate?How are communities used? How does Enterprise 2.0 create, market and communicate products?

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Creating a product in Enterprise 2.0

• Social media used in market research will gather enough data, insights and perspectives to answer questions such as:

Where are online conversations that are relevant to my product and innovation happening today?

What are those conversations about, and how do they impact my product and market?

Who are my detractors and promoters and what is tone of conversations on my brand and product (sentiment analysis)?

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Creating a product in Enterprise 2.0

In enterprise 2.0, internal teams (research, engineering and marketing):

• Collaborate together and use social media as a

giant focus group made up by social virtual communities to understand competitive positioning

• Use real time listening tools (blogs, twitter, Facebook...) to monitor share of mind and share of conversastion

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Product Marketing in Enterprise 2.0

Used for product marketing, social media enables the reach of a better targeted audience which result in:

• Generating business exposure and qualified leads • Reducing customers acquisition cost• Creating new opportunities for business

partnerships• Increasing site traffic and subscribers• Helping Search Engine Optimization• Reducing overall expenses in web marketing and

advertising

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Product Marketing in Enterprise 2.0

A 3-steps process:

1. Create external communities and engage with key influencers of social virtual communities

2. Listen to understand community dynamic and feed the community with intelligent and valuable content

3. Personalize engagement, track and measure how you grow relationships

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Selling Product in Enterprise 2.0

Used in Sales, social media helps CRM to better qualify prospects and clients by:

• Identifying links between prospects and clients (within a company but also between companies _as friends, currently discussing online, having twitter communication or speaker at the same event than, etc…_

• Classifying virtual social communities: a virtual social community is an online group of people passionate by an expertise or a topic (i.e cloud computing experts, mommy bloggers, wine lovers, pet owners...)

• Calculating influence level of each prospect and client.

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Selling Product in Enterprise 2.0

Integrating social media into a CRM application:

• Improves sales qualification process and enables sales people to develop the right relationship:"Should I spend time developing a one to one relationship and invite personally this prospect to a webinar or should I put this lead into an automatic newsletter program for nurturing?“

• Enables ongoing and deep qualification process with integrated alert when prospect tweets about competitors or keywords which will enable sales rep to focus his/her attention back at the right time.

• Find influencers based on location, community type, company and keyword for better quality prospecting and higher closing rate.

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Communicating in Enterprise 2.0

•The Web 2.0 revolution has mainly been the revolution of user generated content

•Content is created non-stop and so are opportunities for brand exposure and user engagement

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Communicating in Enterprise 2.0

Once external and internal communities are identified and developed:

• Identify key influencers • Plan laser sharp outreach selectively to top,

magic middle or long tail in the targeted community

• Buzz on what matters for who matters• Publish hyper relevant feeds• Track and measure outreach and inbound links

on social media content

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Final thoughtsBeyond Productivity and Revenue

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Enterprise 2.0 has a deeper motivation beyond increasing Productivity and Revenue

Interest in employees well being Reputation for social Responsibility

Ability to improve skills Innovation Input into decision making Resolution of customers concern Challenging works

High personal standards Career opportunities Good relationship with supervisors

List from http://www.slideshare.net/ceciiil/blah-blah-2219353

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Case StudiesLearning from early adopters

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Learning from others

Today, many enterprises 2.0 focus on one of these 3 majors business objectives:

• Reduce time and process cycles: Chordiant, Toshiba, ManTech International Corporation, Embarq, Cisco, Citrix, Yum.

• Generate leads and increase sales: Nike, Vmware, EMC, Scheels Sports, Knowledge Infusion, Netapp, UBM, Liden labs, Premier Farnell Taleo

• Cost saving: DAK, National instrument, Intel, Fairview, CSC, SAP, Canadian Airports Council, The Value Web, Manheim, Farwest Steel

More detail on case studies: http://www.jivesoftware.com/customers/case-studies

Thank you

Please, connect with me on or write at virginieglaenzer@hotmail.com to share feedback on the presentation or share your thoughts and experiences on using or managing social media.