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Enterprise  2.0  How  social  software  is  changing  the  future  of  work  

About  me  

A  perfect  storm  

Enterprise 2.0

1.  Increasing  consumer  

expectations  

2.  Social  networking  explosion  

3.  Consumerization  

of  IT  

4.  Executional  speed  and  

organisational  change  

#1  Increasing  customer  expectations  

Consumers  engage  with  brands  online…  

Digital Life UK Report © TNS 2011

73%

33%

33%

92%

Internet Penetration 30% 80%

68%

33%

47%

81%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online

% of internet users that:

% of internet users that:

The challenge for brands in the UK market, is driving positive commentary; UK consumers are reluctant to comment about brands online

3

Global UK

Source:  TNS  Digital  Life  2011  

…and  expect  brands  to  listen  

Digital Life UK Report © TNS 2011

Yet those who post comments about brands online see it as a good way to influence brands

10

63

37

34

xx % Agree

Question: I8a ; Attitudes to comments & reviews Base: All Writers ;

Posting comments online is an effective way to influence companies

I expect companies to contact me if I write something about them

I find it a scary thought that companies would track what I write about them

(%)

677 Source:  TNS  Digital  Life  2011  

Human  interaction  not  just  ‘promotions’  

Digital Life UK Report © TNS 2011

Brand connections can be encouraged via promotions and special offers, followed by competitions and prizes

61

52

42

28

24

31

38

33

30

31

24

22

27

44

Promotion/special offer

Competitions/prizes

More information about products/services

Information about brand ethics

Connect with people behind the brand

Access brand content

Passionate about the brand

Show that brand is important to me

Give brands input

Receive customer service

Friends doing the same

Connect with other fans

Use specific apps/games

Support a cause

11

Further Research

Brand Interaction

Giving & Receiving Feedback

Friend Interaction

What’s  in  it  for  me?

Miscellaneous

Question: I3a/I3b ; Reasons to join a brand group/community Base: Social Networkers & Micro Bloggers ;

(%)

1683 Source:  TNS  Digital  Life  2011  

Who  have  you  let  out  to  play?  

We  know  some  people  from  your  company.  They’re  pretty  cool  online.  Do  you  have  any  more  like  that  you’re  hiding?  Can  they  come  out  and  play?  

#2  Social  networking  explosion  

Usage  continues  to  increase  

So  do  platforms  

And  brands  are  responding  

Source:  The  CMO  Survey  2012  

#3  The  ‘consumerization’  of  IT  

It  didn’t  all  start  with  the  iPad  

The  upcoming  generation  is  going  to  expect  to  have  access  to  their  tools  in  the  workplace.  It  would  be  like  someone  from  my  generation  not  having  access  to  email.  If  they  don’t  get  this  stuff,  they  probably  won’t  be  there  for  a  long  time.  

–  Marthin  De  Beer  

Positive  impacts  on  productivity…  

Research & Insights

Executive Summary We are witnessing a rapid shift in the way employees are using personal technology in the workplace. Smartphones, tablets and laptops, as well as social networks and online services that employees use outside the workplace are increasingly being used in business. This shift is forcing technology leaders to rethink the role and responsibility of IT in their companies. In November 2011, Avanade commissioned a survey of 605 C-level executives, business unit leaders and IT decision-makers in 17 countriesi to research trends surrounding the use of personal computing technologies in the enterprise. The following report identifies and dispels commonly held myths about the consumerization of IT – from executive-level resolve and available resources, to preferred device brands and the driving force behind the trend.

Myth 1: Businesses Are Resisting the Consumerization of IT Key Finding: Enterprises are embracing the consumerization of IT change Despite perceptions that companies and IT leaders are hesitant to embrace the consumerization of IT, Avanade’s  global  survey  found companies are in fact embracing the change and it is executives at the highest levels in the organization leading the charge. Nearly three-quarters (73 percent) of C-level executives reported that the growing use of employee-owned technology is a top priority in their organization. From large enterprises to small companies in every industry surveyed, the research found sweeping adoption rates of personal computing technologies in the workplace. Globally, 88 percent of executives report employees are using their personal computing technologies for business purposes today. And, the majority of companies (60 percent) said they are now adapting their IT infrastructure to accommodate employee’s  personal devices, rather than restricting employee use of personal devices.

Global Survey: Dispelling Six Myths of Consumerization of IT January 2012

Source:  Avanade  Global  Research  Findings  2012  

…and  on  employee  loyalty  

#4  

Executional  speed  and    organisational  change  

Digital  is  the  new  normal  

The  previous  ways  in  which  a  company  used  the  Internet  were  very  one  way.  Now  I  think  we’re  into  engagement  in  conversations.  You  have  to  really  know  who  you  are.  And  then  you  have  to  drive  these  values  consistently.  

–  Simon  Sproule  CVP  Global  Marketing  Communications  

 

A  new  set  of  brand  building  priorities  

Shareable  content  

Co-­‐creation  and  experience  marketing  

Brands  as  enablers  

So  what?  What  it  means  in  practice  

What  it  means  in  practice  

Becoming an

Enterprise 2.0

1.  Get  the  basics  right  

2.  Align  internal  and  external  

3.  Employees  as  brand  advocates  

4.  Focus  on  people  

1.  Get  the  basics  right  –  permission  

1.  Get  the  basics  right  –  quality    

2.  Align  internal  and  external  

Source:  Hugh  MacLeod,  The  Porous  Membrane  

3.  Employees  as  brand  advocates  

Source:  InSites  Consulting,  Social  Media  Around  the  World  2011  

4.  Focus  on  people  

1.  Make  participation  

easy  

2.  Build  on  existing  

relationships  

3.  Integrate  with  existing  tools/

process  

4.  Self-­‐managed  without  training  

5.  Deliver  individual  value  

The  last  word…  

Loosening  hierarchies  and  giving  more  power  to  employees  can  lead  to  faster  innovation,  lower  cost  structures,  greater  agility,  improved  responsiveness  to  customers  and  more  authenticity  and  respect  in  the  marketplace.  Read,  enjoy  and  prosper.  

–  Don  Tapscott    

Web:  www.sociagility.com  |  Email:  hello@sociagility.com  |  Twitter:  @sociagility  |  +44  (0)20  7193  6793  Web:  www.sociagility.com  |  Email:  hello@sociagility.com  |  Twitter:  @sociagility  |  +44  (0)20  7193  6793  

Contact  me  niall@sociagility.com  |  @niallcook