This is a slideshow from a Webcast delivered on Sept 30, 2008

1. The Evangelist’s Toolkit
A guide to bringing social technologies into
your organization
Joshua-Michéle Ross
September, 2008
Intelligence for a networked economy

2. Why?
“Organizations should operate all revenue
generating lines of business on a Web 2.0
model by 2008.” - Gartner
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3. Definitions: Web 2.0
 Understanding the operating principles that govern
networks and applying those principles to business
 There are social and technical aspects to Web 2.0 – This
talk focuses on the social
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4. “Social” Technologies
 Blogs
 Wikis
 Social Networks
 Microblogging
 Ratings and Reviews
 Tagging
 Idea Exhanges
 Etc…
Social technologies allow everyday users to find,
create, share, interact and collaborate.
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5. The Social Web…
 The Age of Participation
For the first time
human beings can find each other, organize and collaborate
without any formal “organization” or need of physical proximity.
The cost of organizing has dropped to near-zero. This changes
everything: it is a new mode of production (crowdsourcing) and it
is transforms the relationship between customer and company.

6. The business implications of the Social Web
 We live in a multicast world: We have moved from one-to-many distribution to
many-to-many
 People now self-organize and can look to each other for support and validation
 The edge (i.e. your customer) holds more potential power and productivity than
the center (i.e. the enterprise)
 Businesses need to reorganize around the customer
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7. The Social Web applies to every business unit
 Marketing – how we connect with / and sell to customers
 Consumer Insight – how we understand customers
 R&D and Innovation – how we source new goods and services
 Human Resources – how we recruit, retain and manage talent
 IT – how we align technology to business process
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8. Five Steps for Bringing Social Technologies
Into your Organization
Listen Find Allies Create a Seek Make the
Share Stories Project Challenges Case
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9. Listen
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10. The Social Web
 Communities
 Social Networks
 Blogs
 Microblogs
 Ratings/Reviews
Source: Stabilo Boss
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11. Listening: Action Steps
 Set up Google Alerts
 Search social networks and Technorati for your company
 Set up Twhirl to eavesdrop on microblogs (Twitter)
 Create a Netvibes account to listen in on blogs and
magazines regularly
 Create a del.icio.us account to tag and share what you
find
See opposableplanets.com for
details…
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12. Listening to the market
Original
Post
Founder of
BBY Social
Network
Other BBY
Employee
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13. Find
Allies
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14. Worthy Allies
Adversaries
Strange
Opponents Bedfellows
T
R
U
S
T
AGREEMENT
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15. Find Allies: Action Steps
 Gather stories that are relevant to your business
 Find existing social initiatives within your organization
 Use a social technology to stay in-touch with allies
 Build a common narrative together: why this is
important? (use aspiration or fear)
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16. Create a Clear
Project
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17. Develop ideas that apply to your organizationquot;
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18. Align your project with business issues
 Increase product cycle time
 Lower customer service costs
 Drive sales
 Drive awareness
 Increase recruiting effectiveness
 Build customer loyalty
 Increase employee retention
 Drive open innovation
 Drive adoption of a new product or service offering
 Improve decision-making
 Gain a clearer picture of customer requirements
 Gain market intelligence
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19. But you must provide value to the user first
 First, how does this provide immediate benefit to the
user?
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20. Seek
Challenge
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21. Worthy Allies
Adversaries
T
R
U
S
T
AGREEMENT
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22. Common Challenges: FACs
Sharing bad news: negative comments, They are already doing it somewhere else
customers airing dissatisfaction – shouldn’t we be engaging them on our
…………………………......................... own terms? (leverage your listening stories)
These issues are present in telephone and
Leaking intellectual property email – yet less auditable. Companies can
…………………………………………… establish guidelines.
Loss of message control Depending on your business you may not
(customers or employees) be in control now. This same issue exists
already over every other form of
……………............................................ communication.
Wasted Time (no ROI) Compare social goals with traditional
business goals – sales, PR, conversions
…………………………………………… etc.
Losing competitive advantage (e.g. others Growing your business in collaboration with
will see my product roadmap etc.) customers builds a strong business. If you
can’t deliver competitively on what they are
asking for – beware.
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23. Make the
Case
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24. Business is Business
 What is the opening line? Give a clear, compelling title to your project
 What is the business rationale? How does it tie to business objectives?
 Who needs to be involved? Often social technologies challenge the
boundaries of the typical organization – these require collaboration
 What challenges will we face? Anticipate FACS – frequently asked
concerns
 How will we overcome these challenges? Be direct
 Metrics: how we will know that we have succeeded?
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25. Measurement – align with your goals – try to
measure as you would anything else
 Customer Support
 Innovation
 Marketing
 Public Relations
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26. Keep in mind…
 Pilots are a great place to start – They provide a model.
But you still need leadership to make big changes
 Consider the “long tail” of your commitment
 Enterprise 2.0: Replace systems – don’t add new ones.
Think “in the flow”
 Stay benefit focused –but don’t get thrown if you aren’t
solving every problem
 Beware of lagging indicators – companies that require
case studies for any new initiative will, by definition, lag.
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27. Listen Find Allies Create a Seek Make the
Share Stories Project Challenges Case
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28. Q&A
joshua.ross@oreilly.com
www.opposableplanets.com
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