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Unternehmen und das Social WebSpielerei, Pflichtübung oder Gelegenheit zum Punkten

(und wenn ja, bei wem?)

Vortrag beim VDMA, Arbeitskreis Presse- und Öffentlichkeitsarbeit26.2.2010

Martin Koserfrogpond _ enterprise collaboration consulting

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

CC-by Attribution-No Commercial-Use ____ 2010 frogpondhttp://www.flickr.com/photos/randysonofrobert/439380528/sizes/l/

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frogpond?

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I'm a Blogger

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I'm a Blogger Consultant

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Web 2.0 Expert

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Not so much of a PR guy

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What do I do? Consulting, organizing and facilitating ...

Aufgabe ... mit (Enterprise) Social Software Organisationenbei der Erfüllung ihrer Aufgaben helfen

Beratung ... „hands on“ Projektarbeit statt „hit, bill and run“

Leistung ... Fragen beantworten und stellen, analysieren, konzipieren,Projekte begleiten und managen ...

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I am not alone

http://www.flickr.com/photos/moriza/65440175/

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How to judge social media consultants(five trick questions)

"Do You Have Clients?"

"What's the Difference Between Having a Social Media Presence vs. Having a Strategy?"

"Are You Going to Ask Me About My Larger Objectives?"

"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?"

Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?"

CC-by Attribution-No Commercial-Use ____ 2010 frogpondhttp://www.flickr.com/photos/camshafter/2514992069/sizes/l/

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

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Potentials

… for Enterprises?

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nobody wants to see any more slides with the Gartner hype cycle ...

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… or psychedelic 2.0 colours

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… but quite often they're worth the deal

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… but quite often they're worth the deal

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… but quite often they're worth the deal

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Some models are useful – 4Cs of Web 2.0

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Web 2.0 !

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WeblogsWikis

Tagging und FolksonomySocial Software

Soziale Netzwerke Social Media

Architecture of Participationneue bzw. andere Organisationsformen

"User-generated" ContentWisdom of the Crowd

"Do It Yourself"-WirtschaftLong Tail

RIA Rich Internet AppsOffice 2.0

APIs & Web As Connected Platform (Mash-ups)Online-Gemeinschaften

AJAX, RSS, RDF, XML etc.SOA, SaaS, ...Perpetual BetaOpen Innovation

...

Digitale Wirtschaft

Web 2.0

Social Software

Enterprise 2.0

Web 2.0 ist mehr ... einige Trends der digitalen Wirtschaft

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Nothing new under the sun?

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Some models are useful – 4Cs of Web 2.0

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Communication, Cooperation, Connection, Collaboration?

● Social Web - für das soziale Miteinander gedacht

● auch im B2B? Oder wird hier ein B2C-Muster zweckentfremdet und mißbraucht?

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Viele, viele „Studien“

● Burson-Marsteller Social Media Checkup● IAB Social Media Buyer's Guide● Pew Internet and American Life Project Study● ...

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Viele, viele Bücher

● Rawn Shah: Social networking for business : choosing the right tools and resources to fit your needs

● …

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Wollen wir experimentieren?

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vielleicht finden wir einen Schatz ...

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Zweiwegkommunikation

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Good fortune is what happens whenopportunity

meets with planning

http://www.flickr.com/photos/clagnut/252185030/sizes/l/

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Overall idea:Getting into action mode is interesting

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct?

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

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There's lot of choices …… on the Internets

http://theconversationprism.com/2009/03/30/the-conversation-prism-20/

Well, more means of communication (but not necessarily more methods or principles, right?)

CC-by Attribution-No Commercial-Use ____ 2010 frogpondhttp://www.ethority.de/weblog/2009/09/21/ethority-prasentiert-das-erste-social-media-prisma-fur-den-deutschen-markt/

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ein Chart für diejenigen, die immer noch denken, mit einer Pressemitteilung wäre

der Job getan

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct?

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

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Why Social Media fails Companies ...(sometimes, too often, always)

Social Media is not an end in itself. Companies do not exist for the purpose of taking part in the blogosphere - they exist to sell products and services.

Yet, competitive advantage relies on informed decision making, insight, understanding, motivation and stakeholder management – social media can contribute.

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Internal collaboration and modified knowledge processes

Knowledge - its content and its organization - is becoming a social act.

David Weinberger, Everything Is Miscellaneous: The Power of the New Digital Disorder

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct?

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

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Implementation

Strategies and Pitfallshttp://www.flickr.com/photos/mojodenbowsphotostudio/793213945/sizes/o/

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Way more than IT tools

… ahh, but do we need to forget about all those nifty shiny cute fabulous (a-bit-expensive-but-hey-they're-worth-it-in-gold)

tools?

http://www.flickr.com/photos/deanj/2398424227/sizes/l/

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Tools are cool

http://www.flickr.com/photos/daveiam/2805765973/sizes/l/

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Intranet 1.0

Cool tools?!

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Corporate Newsrooms

Cool tools?

„Corporate newsrooms are traditionally self­serving repositories of grandiose corporate gobbledygook and steroidal marketing fluff. Real news and information is hard to find, hard to understand and even harder to realistically use.“

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Corporate Newsrooms

Cool tools!

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I say there's no magic bullet

You need to start with a clear understanding of your goals ... then learn which tools (make that platforms) can help you achieve those … right, this happens through various and mysterious

ways (adoption is key) … while you need to push longer than the organizational attention span …

and then ...

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I say there's no magic bullet

Make it easy for people to participate ... push content out to (ALL) community members in the

format they choose to keep the community at the forefront of their minds ... If they like e-mail, give

them e-mail … If they like RSS, give them RSS ...

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Implementation takes time

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Useful Model?No, really ...

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Vorgehensmodelle (1)

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Vorgehensmodelle (2)

ORGANISATORISCHE

PLANUNG

ORGANISATORISCHE

DIAGNOSE

ORGANISATORISCHE

REALISATION

OrganisatorischeZielbildung

OrganisatorischePlanung

OrganisatorischeImplementierung

OrganisatorischeDiagnose

OrganisatorischeRealisation

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Concept Context

Enforcement

Adaption

Problem-adequatesolution

Context-adequatesolution

On with implementation ...

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Personal - Fit

Technologie - Fit Strategie - Fit

Struktur - Fit

Kultur - Fit

Durchsetzung= Anpassen des Kontexts

Angleichung= Anpassen des Konzepts

Kommunizieren

Qualifizieren

Motivieren

Organisieren

Kontext sensibilisieren

Kontext substituieren

Konzept sensibilisieren

Konzept substituieren

...

Implementation

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Concept

(Modules)

Wholeconcept

Context

(Arenas)

Pilot -Strategy

America -Strategy

Cuba -Strategy

Module -Strategy

Part ofconcept

WholeCompany

Part ofcompany

Pick areas large enough to matter

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Pick battles small enough to win

einpassen ...

Konzept Kontext

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Innovate for the future present

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Innovate for the future present - cntd.

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Innovate for the future present - cntd.

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Need some Catalyst? err, Consulting?

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct?

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A

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Strategic Alignment

Social media tools are employed against* a business and communications strategy.

* in accordance with not versus

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Strategic Alignment

Social media tools aren’t strategies themselves.

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How to judge social media consultants(five trick questions)

"Do You Have Clients?"

"What's the Difference Between Having a Social Media Presence vs. Having a Strategy?"

"Are You Going to Ask Me About My Larger Objectives?"

"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?"

Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?"

CC-by Attribution-No Commercial-Use ____ 2010 frogpond

How to judge social media consultants(five trick questions)

"Do You Have Clients?"

"What's the Difference Between Having a Social Media Presence vs. Having a Strategy?"

"Are You Going to Ask Me About My Larger Objectives?"

"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to Sustain the Program?"

Finally, "How Will Our Social Media Strategy Complement Our Overall Customer Experience?"

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Large Organizations are Complex

Large corporations and mature businesses = a larger degree of internal complexity, and therefore, more complex strategic plans.

Creating strategies for this type of organizations requires a more detailed understanding of the business, in a way that is possible to orchestrate their multiple aspects involved.

In other words, the strategic plan serves a blueprint to help the business to organize itself and align the effort of many different units and departments.

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What to do?

● Actions > Words● Actions = f ( Concepts)● Concepts, err, rather pragmatic heuristics● Heuristics = Bundles of principles, methods & tools● ...

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developing a customer-centric strategy ...

● customer-centric Actions > Words● Actions = f (customer-centric Concepts)● Concepts, err, rather pragmatic customer-centric heuristics● Heuristics = Bundles of principles, methods & tools

… customer-centric, yes

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Consultant = Storyteller

http://www.flickr.com/photos/brashlion/2509299954/sizes/o/

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Consultant = Change Facilitator

http://www.flickr.com/photos/denisdefreyne/1040165363/sizes/l/

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That's it, folks

Contact:

www.frogpond.deenterprise collaboration consulting

mk@frogpond.deSkype: mk.frogpondhttp://twitter.com/frogpond

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Social Web - potentials for B2B enterprises?

Emerging communication channels – interactive and direct?

Social Media Engagement - WTF or FTW?

Implementation – some strategies and many pitfalls

Lifehacks and Action Items - monday morning exercise

Q&A