How Businesses Use Web 2.0 and Social Media. Presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg, Cognetics at CIO Summit, April 2009, Valley Forge, PA. www.cognetics.com

1. www.cognetics.com
CIO Leadership in Web 2.0
Charles B. Kreitzberg, Ph.D.
Anne Pauker Kreitzberg
April 16 2009
Cognetics Corporation
PO Box 386
Princeton Junction, New Jersey 08550 ◘ USA
© Cognetics Corporation. All rights reserved.
609.799.5005

2. There are plenty of things to worry about
Security Empowerment Transparency
Ensure security without Employees can get info Inaccuracies and gaffes
stifling creativity and they need and take are quickly found and
communication. action. spread.
Compliance Generation Gap
Public Face
Balance enterprise needs Boomers and
User-generated posts
vs. ease and accessibility Millennials use the
can remain available for
of web tools. web differently.
years - all over the web.
Usability Communication
Usability is not well Cross-functional teams
understood or a core don’t communicate
competence. well.
Behavior
Competition
Concern about sharing
More agile, creative and
of inappropriate or
smaller companies may
sensitive information.
present a real threat.
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3. Too big to ignore; hard to get noticed
 500 million sites
 1 trillion web pages
 900,000 daily page updates (Google)
 66 million use Facebook daily
 20 million LinkedIn users
 2 million participants in Second Life
 2.5 million participants on Twitter
 12% of Fortune 500 have exec blogs
 70 million videos on YouTube

4. Social Computing has Ballooned
Do none of these activities
Read blogs, watch on-line
video, listen to podcasts
Use social networking sites
Use RSS. Tag web pages
Comment on blogs, post
ratings/reviews
Publish a web page, blog or
upload to YouTube
Source: http://blogs.forrester.com/groundswell/data/index.html

5. B2B Use of Social Media
Based on data from 189 companies, Forrester found:
Low (30%-39%) High (70%-90%)
Medium (40%-69%)
Virtual Trade Shows Social Networks Rich Media
User Generated
Communities & Forums Display Ads
Content
RSS Microsites
Webinars and
Blogs
&Teleconferences
Videos E-Newsletters
Source: Forrester, Making Social Media Work in B2B Marketing (October 2008)
Q1 2008 B2B Survey (Base = 189 companies)
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6. What’s most useful
% That find the tool most useful for:
Brand Site Inquiries Leads Sales Goodwill
B2B’s using this tool: Awareness Traffic
 
Podcasts
 
Social networks
  
Communities/forums
 
RSS feeds
 
Blogs
 
Rich media apps
  
Display ads

Micro sites

Webinars
  
E-newsletters
Source: Forrester, Making Social Media Work in B2B Marketing (October 2008)
Q1 2008 B2B Survey (Base = 189 companies)
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7. Source: 2008 Tribalization of Business Study
Deloitte, Beeline and Society for New Communications Research
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8. Web Communities
“Community” is
becoming a basic
organizational
construct like
“team” and “task
force.”
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9. Types of Web Communities
  Customer support and
Collaborative workgroups
user groups
 Virtual teams
 Cause-oriented groups
 Social networks
 Spontaneous groups
 Professional groups
 Virtual spaces
 Communities of practice
 On-line gaming
 Communities of interest
 Distance learning
 Compassionate support
communities
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10. © Cognetics Corporation. All rights reserved.

11. E3T™: Creating a Positive Experience
Engage Empower
Ease Trust
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12. Six Degrees of Social Computing™
Initial Repeat Broaden & Mature &
Attract Newbie
Visit Deepen Comfortable
Encounter
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13. What web 2.0 successful communities do
1. Authentic, not “corporate,” tone
2. Speak to audience needs
3. Content resonates & offers value
4. Avoid blatant advertising
5. Fast – on the web that means minutes or hours
6. Acknowledge comments left on the site
7. Gracefully accept criticism
8. Act on feedback
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14. Xerox supports its rebranding
• All sites and pages “hang together” so it looks seamless no
matter where the visitor come from
• Uses many emerging media tools
• Clear connections with business goals
• Consistent across the company and business units
• Focus on creating relationships, community, conversation
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15. Xerox Home Page
Business goals: Brand awareness
Customer retention
Thought Leadership
Strategy: Deepen relationships with prospects and
customers
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16. blogs.xerox.com
Business Unit Blogs
A link to a blogger’s
bio makes a personal
connection.
Clear links to other media & marketing tools:
Events
RSS Feeds
Podcasts
White Papers
Third-party comments & links to their sites
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17. Rich applications engage the users
Xerox leverages customer interest in “going green” with a sustainability calculator that
connects the user with a thought leadership area:
The marketing
goal is to
engage the user
in a meaningful
way & generate
inquiries
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18. A rich repository dedicated to thought leadership
Xerox has gone beyond white papers
and podcasts to create a rich media
resource that engages visitors and is
conversation oriented.
Like the blogs, it crosses business
units.
Links to:
See the photos
See their area of expertise
Request a speaker
Download articles
Email questions to the expert
Video of the expert
http://www.consulting.xerox.com/flash/thoughtleaders/index.html
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19. Xerox uses third-party sites
Employees
Brand
Employees
Business
Development
Recruitment
PR
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20. Xerox uses a You Tube Channel
- Drive viewers to site Attention Grabber
- Engage in 73,000+ views
conversation Some of the
- Get product ideas content is fun
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21. “a private space for Xerox Employees to use as
a base for exploration and experimentation.”
Employee
Wiki
Dealing with
inappropriate
comments
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22. IBM engages customers
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23. Accenture uses web 2.0 tools internally
Accenture People (internal “Facebook”)
61,000 employees/month Goals:
Talent retention
Knowledge management
Accenture Knowledge Exchange (forum)
Create transparent culture
59,000 visitors/month
12,000 questions posted/year
Accenture Borderless Workforce (Collaboration & Mobile)
Peer to peer & 360-degree video conferencing
Accenture Media Exchange (repository)
Accenture Encyclopedia (“wikipedia”)
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24. Top five things to look at
•Managing relationships (internal & external)
Value to the •Knowledge Sharing & Collaboration
Business •Sales
•Usability
Fit with Technology •Software and platforms
Processes •Business-technology alignment
•Management Practices
Fit with Corporate •Trust & Empowerment
Culture •Employee Engagement
•Security/Compliance
Risk Management •Legal
•Intellectual Property
•Return on Business Value
Metrics •Engagement
•Transactions
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25. Critical success factors
Business-Technology Integration
Find places where Web 2.0 really makes

a difference
Understand and act to maximize results

Employ metrics

Web 2.0 Friendly Culture
Redefine control

Empower creativity & experimentation

Learning & iterative refinement

User-Centricity
Foster user engagement and

relationship
Envision and build products that are

usable, useful & desirable
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26. Organizational challenges
Emerging media is about relationships, transparency, agility,
1.
easy access to tools and information – not strengths associated
with large organizations.
Individuals are not empowered to take independent action.
2.
Business units don’t always share the same short term goals or
3.
long term strategies.
It’s hard to agree on appropriate metrics and ROI.
4.
Decision making & approvals can be a long and painful process.
5.
IT people see emerging media as “soft” technology.
6.
User centricity is crucial.
7.
The Generation Gap means people use these tools differently.
8.
Perceived risks can be huge.
9.
Who has the time to keep up?
10.
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27. Web 2.0 changes the way we work
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28. Advice
Experience and experiment with Web 2.0

yourself.
Embrace and evangelize the user-centered

design process.
Move cautiously in acquiring enterprise tools.

Consider open-source software.

Build security and practice policies that

encourage and support innovation.
Partner with marketing, HR, legal as well as

business units.
Be agile so you can experiment and learn

from mistakes.
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29. Web 2.0 is transformational
Web 2.0 is more than blogs and wikis. It is creating

major shifts in the ways that:
information processing is delivered.

knowledge is collected and organized.

organizations connect with their customers.

people work together.

As a result, it is having wide-ranging effects on how

business operates.
How well your business adapts will be an important

factor in its future performance.
What role will you play?

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30. Anne & Charlie Kreitzberg
anne@cognetics.com
609.799.5005 ext 226
charlie@cognetics.com
609.799.5005 ext 235
Visit Anne’s blog at www.leadersintheknow.info
© Cognetics Corporation. All rights reserved.