leveraging social tools in a b2b environment
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This presentation talks about some lightweight strategies for leveraging Web 2.0 thinking in a B2B environmentTRANSCRIPT
May 2007
Leveraging Social ToolsIn A B2B Environment
Presented byGreg Narain
May 2007
What MakesSomething Social?
It seems everything’s “social”these days - how did they
get that way exactly?
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A Shifting Of FocusFeatures Yield to Contexts
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The Social ArchitectureConnected Contexts
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Start With Individuals
Social applications center aroundthe individual.
We call this the “Me-First” model.
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Connect Social Networks
Social applications connectindividuals to others with similarinterests and needs.
This builds on existing and createsnew relationships.
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Enable Marketplaces
Social applications enableindividuals and networks to createmarketplaces of intent.
Relationships drive usage,engagement and success.
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What Tools Are Social?
Can anything be socialized?
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In most cases, Yes“Except for a narrow range of enterprises from themedia industry, or other industries that areinformation-intensive, the benefits from thevarious segments of the Web 2.0 movement,including technologies, Web sites and onlinecommunities, may be discounted by a broadrange of traditional industries”
- Gartner
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Social Networking
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Social Media
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Media Sharing
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Social Bookmarking
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Social Search
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Social News
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Social Commerce
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Social Awareness
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How Does ThisImpact Strategy?
What is the significance ofthese 3 contexts onbusiness strategy?
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The New Opportunity“many traditional enterprises do not realizethat the beneficial aspects of Web 2.0 have asmuch to do with harnessing thepower of newly enabled onlinecommunities and content stores as theydo with leveraging new technologies in theenterprise”
- Gartner
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We’re All Participants
Expand yourdefinition of the“user” - it’severyone fromyour employees &executives downto your customer’scustomers
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Find Lakes, Not Puddles
Tap your largestnetworks forknowledge andinsight
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Identify Mavens
Every group has itsexperts - find andacknowledge them.
Enjoin them in your futuregrowth - you quicklybecome pervasive
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Look for Open Windows
If you’re not wherethe most importantpeople to yourbusiness aregathering, you’rein the wrong place
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Shake the Orange Tree
Once you’ve foundthose individuals,listen carefully atfirst.
Find the low-hanging fruit andharvest it.
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Fix Broken Windows
Show your communityyou’re listening.
Fix things that meansomething to them.
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Plant Green Fields
DO NOT try to co-optindividuals away fromother communities.
Create new greenfields for them tograze.
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Encourage Experimentation
Provide the tools andassets for others to“mash up” your business.
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Foster Firecrackers
Find the mostpromising projectsand give them anextra edge
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Reward Ingenuity
Pave the road tofuture innovation byrewarding thebrightest stars earlyand often
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Stratify Success
Create strata inyour own rewardssystem.
Everyone wants tobe a whale in apool full ofminnows.
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Double-Up Dialog
With everythingelse working, besure to have open,as in two-waydialog.
Keep everyoneaware of what’shappening.
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Thank You
Blue Whale Labs– http://bluewhalelabs.com/– [email protected]
– Images courtesy of iStockPhoto.com