VDMA Social Web Präsentation

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    27-Jan-2015
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As always the missing parts, ie. the audio parts and the discussions we had during the workshop would be much more interesting but can't be shared publicly ...

Transcript of VDMA Social Web Präsentation

  • 1. Unternehmen und das Social Web Spielerei, Pflichtbung oder Gelegenheit zum Punkten (und wenn ja, bei wem?) Vortrag beim VDMA, Arbeitskreis Presse- und ffentlichkeitsarbeit 26.2.2010Martin Koser frogpond _ enterprise collaboration consulting CC-by Attribution-No Commercial-Use ____ 2010 frogpond

2. Social Web - potentials for B2B enterprises? Emerging communication channels interactive and directSocial Media Engagement - WTF or FTW? Implementation some strategies and many pitfallsLifehacks and Action Items - monday morning exerciseQ&ACC-by Attribution-No Commercial-Use ____ 2010 frogpond 3. http://www.flickr.com/photos/randysonofrobert/439380528/sizes/l/CC-by Attribution-No Commercial-Use ____ 2010 frogpond 4. frogpond? CC-by Attribution-No Commercial-Use ____ 2010 frogpond 5. CC-by Attribution-No Commercial-Use ____ 2010 frogpond 6. I'm a Blogger CC-by Attribution-No Commercial-Use ____ 2010 frogpond 7. I'm a Blogger Consultant CC-by Attribution-No Commercial-Use ____ 2010 frogpond 8. CC-by Attribution-No Commercial-Use ____ 2010 frogpond 9. Web 2.0 ExpertCC-by Attribution-No Commercial-Use ____ 2010 frogpond 10. Not so much of a PR guyCC-by Attribution-No Commercial-Use ____ 2010 frogpond 11. What do I do? Consulting, organizing and facilitating ... Aufgabe ...mit (Enterprise) Social Software Organisationenbei der Erfllung ihrer Aufgaben helfen Beratung ... hands on Projektarbeit statt hit, bill and runLeistung ... Fragen beantworten und stellen, analysieren, konzipieren,Projekte begleiten und managen ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond 12. I am not alone http://www.flickr.com/photos/moriza/65440175/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 13. 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 14. http://www.flickr.com/photos/camshafter/2514992069/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 15. Social Web - potentials for B2B enterprises? Emerging communication channels interactive and directSocial Media Engagement - WTF or FTW? Implementation some strategies and many pitfallsLifehacks and Action Items - monday morning exerciseQ&ACC-by Attribution-No Commercial-Use ____ 2010 frogpond 16. Potentials for Enterprises?CC-by Attribution-No Commercial-Use ____ 2010 frogpond 17. nobody wants to see any more slides withthe Gartner hype cycle ...CC-by Attribution-No Commercial-Use ____ 2010 frogpond 18. or psychedelic 2.0 colours CC-by Attribution-No Commercial-Use ____ 2010 frogpond 19. but quite often they're worth the deal CC-by Attribution-No Commercial-Use ____ 2010 frogpond 20. but quite often they're worth the deal CC-by Attribution-No Commercial-Use ____ 2010 frogpond 21. but quite often they're worth the dealCC-by Attribution-No Commercial-Use ____ 2010 frogpond 22. Some models are useful 4Cs of Web 2.0CC-by Attribution-No Commercial-Use ____ 2010 frogpond 23. Web 2.0 ! CC-by Attribution-No Commercial-Use ____ 2010 frogpond 24. Web 2.0 ist mehr ...einige Trends der digitalen WirtschaftDigitale WirtschaftWeblogsWikis Web 2.0Tagging und Folksonomy Social SoftwareSocial Software Soziale NetzwerkeSocial Media Enterprise 2.0Architecture of Participation neue 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...CC-by Attribution-No Commercial-Use ____ 2010 frogpond 25. Nothing new under the sun? CC-by Attribution-No Commercial-Use ____ 2010 frogpond 26. Some models are useful 4Cs of Web 2.0CC-by Attribution-No Commercial-Use ____ 2010 frogpond 27. Communication, Cooperation, Connection, Collaboration? Social Web - fr das soziale Miteinander gedacht auch im B2B? Oder wird hier ein B2C-Muster zweckentfremdet und mibraucht?CC-by Attribution-No Commercial-Use ____ 2010 frogpond 28. Viele, viele Studien Burson-Marsteller Social Media Checkup IAB Social Media Buyer's Guide Pew Internet and American Life Project Study ...CC-by Attribution-No Commercial-Use ____ 2010 frogpond 29. Viele, viele Bcher Rawn Shah: Social networking for business : choosing the right tools and resources to fit your needs CC-by Attribution-No Commercial-Use ____ 2010 frogpond 30. Wollen wir experimentieren?CC-by Attribution-No Commercial-Use ____ 2010 frogpond 31. vielleicht finden wir einen Schatz ...CC-by Attribution-No Commercial-Use ____ 2010 frogpond 32. Zweiwegkommunikation CC-by Attribution-No Commercial-Use ____ 2010 frogpond 33. Good fortune is what happens whenopportunitymeets with planninghttp://www.flickr.com/photos/clagnut/252185030/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 34. Overall idea: Getting into action mode is interestingCC-by Attribution-No Commercial-Use ____ 2010 frogpond 35. 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 exerciseQ&ACC-by Attribution-No Commercial-Use ____ 2010 frogpond 36. There's lot of choices on the InternetsWell, more means of communication (but notnecessarily more methods or principles, right?) http://theconversationprism.com/2009/03/30/the-conversation-prism-20/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 37. http://www.ethority.de/weblog/2009/09/21/ethority-prasentiert-das-erste-social-media-prisma-fur-den-deutschen-markt/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 38. ein Chart fr diejenigen, die immer noch denken, mit einer Pressemitteilung wre der Job getan CC-by Attribution-No Commercial-Use ____ 2010 frogpond 39. 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 frogpond 40. 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. CC-by Attribution-No Commercial-Use ____ 2010 frogpond 41. Internal collaboration and modifiedknowledge processes Knowledge - its content and its organization - is becoming a social act. David Weinberger, Everything Is Miscellaneous: The Power of the New Digital DisorderCC-by Attribution-No Commercial-Use ____ 2010 frogpond 42. 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 frogpond 43. Implementation http://www.flickr.com/photos/mojodenbowsphotostudio/793213945/sizes/o/Strategies and Pitfalls CC-by Attribution-No Commercial-Use ____ 2010 frogpond 44. Way more than IT tools http://www.flickr.com/photos/deanj/2398424227/sizes/l/ 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?CC-by Attribution-No Commercial-Use ____ 2010 frogpond 45. Tools are cool http://www.flickr.com/photos/daveiam/2805765973/sizes/l/CC-by Attribution-No Commercial-Use ____ 2010 frogpond 46. Cool tools?!Intranet 1.0 http://flickr.com/photos/jurvetson/3833286/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 47. Cool tools? Corporatenewsroomsaretraditionallyselfserving repositoriesofgrandiosecorporategobbledygook andsteroidalmarketingfluff.Realnewsand informationishardtofind,hardtounderstandand evenhardertorealisticallyuse.Corporate Newsrooms CC-by Attribution-No Commercial-Use ____ 2010 frogpond 48. Cool tools! Corporate NewsroomsCC-by Attribution-No Commercial-Use ____ 2010 frogpond 49. I say there's no magic bullet You need to start with a clear understanding ofyour goals ... then learn which tools (make that platforms) can help you achieve those right, this happens through various and mysteriousways (adoption is key) while you need to push longer than the organizational attention span and then ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond 50. I say there's no magic bullet Make it easy for people to participate ... pushcontent out to (ALL) community members in the format they choose to keep the community at theforefront of their minds ... If they like e-mail, give them e-mail If they like RSS, give them RSS ...CC-by Attribution-No Commercial-Use ____ 2010 frogpond 51. Implementation takes time CC-by Attribution-No Commercial-Use ____ 2010 frogpond 52. Useful Model?No, really ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond 53. Vorgehensmodelle (1)CC-by Attribution-No Commercial-Use ____ 2010 frogpond 54. Vorgehensmodelle (2)OrganisatorischeORGANISATORISCHE Organisatorische ZielbildungPLANUNG PlanungORGANISATORISCHEOrganisatorischeDIAGNOSE Diagnose ORGANISATORISCHE OrganisatorischeOrganisatorischeREALISATION Realisation Implementierung CC-by Attribution-No Commercial-Use ____ 2010 frogpond 55. On with implementation ... EnforcementConcept Context Problem-adequateContext-adequatesolution solution AdaptionCC-by Attribution-No Commercial-Use ____ 2010 frogpond 56. Implementation Durchsetzung Angleichung = Anpassen des Kontexts = Anpassen des Konzepts Kontext sensibilisieren Konzept sensibilisierenPersonal - Fit KommunizierenTechnologie - Fit QualifizierenStrategie - Fit Motivieren Struktur - Fit Organisieren Kultur - Fit ...Kontext substituieren Konzept substituieren CC-by Attribution-No Commercial-Use ____ 2010 frogpond 57. Pick areas large enough to matter Concept(Modules)Whole Pilot -America - conceptStrategy Strategy Part of Cuba -Module - conceptStrategy Strategy Context(Arenas)Part ofWhole companyCompanyCC-by Attribution-No Commercial-Use ____ 2010 frogpond 58. Pick battles small enough to win Konzept Kontext einpassen ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond 59. Innovate for the future presentCC-by Attribution-No Commercial-Use ____ 2010 frogpond 60. Innovate for the future present - cntd.CC-by Attribution-No Commercial-Use ____ 2010 frogpond 61. Innovate for the future present - cntd.CC-by Attribution-No Commercial-Use ____ 2010 frogpond 62. Need some Catalyst? err, Consulting? CC-by Attribution-No Commercial-Use ____ 2010 frogpond 63. 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 exerciseQ&ACC-by Attribution-No Commercial-Use ____ 2010 frogpond 64. Strategic Alignment Social media tools are employed against* a business and communications strategy. * in accordance with not versusCC-by Attribution-No Commercial-Use ____ 2010 frogpond 65. Strategic AlignmentSocial media tools arent strategies themselves.CC-by Attribution-No Commercial-Use ____ 2010 frogpond 66. 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 67. 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 68. Large Organizations are ComplexLarge 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. CC-by Attribution-No Commercial-Use ____ 2010 frogpond 69. What to do? Actions > Words Actions = f ( Concepts) Concepts, err, rather pragmatic heuristics Heuristics = Bundles of principles, methods & tools ... CC-by Attribution-No Commercial-Use ____ 2010 frogpond 70. 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 CC-by Attribution-No Commercial-Use ____ 2010 frogpond 71. Consultant = Storyteller http://www.flickr.com/photos/brashlion/2509299954/sizes/o/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 72. Consultant = Change Facilitator http://www.flickr.com/photos/denisdefreyne/1040165363/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond 73. That's it, folks Contact: www.frogpond.de enterprise collaboration consulting [email protected] Skype: mk.frogpond http://twitter.com/frogpondCC-by Attribution-No Commercial-Use ____ 2010 frogpond 74. 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 exerciseQ&A CC-by Attribution-No Commercial-Use ____ 2010 frogpond