Transcript
Socializing the EnterpriseWeb 2.0 ExpoDavid Carter, CTO
April 23, 2008
© 2008 Awareness. Confidential
Breif Intro
• David Carter, CTO of Awareness Inc.
• Formerly called iUpload
• Prior to that I was at Microsoft for 11 years
• I am Canadian> aboot = about> Eh = "don't you agree?"> 25 degrees celcius is a nice summer day
• Very little has changed in my world since 1988. We are still tring to solve the same problems
About Awareness
We help companies build and operate branded Web 2.0 communities
Keys to success1.Broad participation2.Frictionless participation3.Content with credibility4.Ability to quickly deliver and respond
Creating Web 2.0 Communities: Common Questions
Executive Team
CEO – John Bruce
CFO – Steve Richards
CTO, Co-Founder – David Carter
VP Engineering – Doug Caldwell
VP New Business Development,Co-Founder – Robin Hopper
VP Marketing & Direct Sales– Eric Schurr
World Class Investors
Experienced Enterprise & Web 2.0 Investors
Experienced Board of Directors
Jeffrey Beir Tom Bogan Ron Nordin
Enterprise Needs are still the same
• Improve collaboration and sharing so people don't reinvent the wheel
• Connect the right people to collaborate
• Make information easy to find
• All problems that get harder as you scale!
Inside the Enterprise• Portals/Intranets/Shares• Email• Email• Email• Email• Email• Email
Out on the Internet• Blogs• RSS / Aggregators• Search• FaceBook/MySpace• LinkedIn• New stuff everyday• … And lots of Chaos
Enterprise requirements
Enterprise needs Balanced with• Security / Compliance
• Accountability
• ROI
• Departmental buy-in
• Structure
• Frictionless participation
• Anonymity
• Leap of faith
• Borderless
• Self Organization
• Grass Roots
• Participation
• Quality Content
Completely missing in most Enterprises
• The notion of "Friends" lists
• Self created groups
• SMS or a mobile strategy
• Personal profiles
• Personal blogs
Web 2.0 Stuff that Scares the Enterprise
• It has it's own culture > Power to the People, down with "The man"
> Swarming nature of Web 2.0> Rick Roll> Crowd Swarming, blog Swarming
> Snark
Awareness
We help companies build and operate branded Web 2.0 communities
Keys to success1.Broad participation2.Frictionless participation3.Content with credibility4.Ability to quickly deliver and respond
1. The Need: Broad Participation
© 2008 Awareness
Internal (Employees)
External (Customers, Prospects,
Partners)
• Knowledge-sharing• Collaboration• “Corporate memory”
• Collaboration & support• Marketing campaigns• Product innovation• Market research
1 The Need: Broad Participation
© 2008 Awareness
Internal (Employees)
External (Customers, Prospects,
Partners)
• Knowledge-sharing• Collaboration• “Corporate memory”
• Collaboration & support• Marketing campaigns• Product innovation• Market research
Public Facing: Marriott International
Additional Web 2.0 community
Original community
Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example
Public Facing
Additional Web 2.0 community
Original community
For “every day people” Positive impact on brand Called one of the “top 5
corporate blogs” Technical audience
Combination Public / Private
© 2008 Awareness
“Mindshare” Community (internal & external)
Neighborhoods
…and more coming (up to 200)
• Employees• Owner/operators
Corporate Social Responsibility Community(external)
Often cited in books and articles
Very Public: NYTRNG
© 2008 Awareness
+ 9 others
Combine Mashups and Secure Content
Original Community
2nd Major Release
New capabilities New design Content retained & repurposed
2. The Need: Frictionless Participation
• Easy to find content• Easy to participate• Easy to contribute content• A unified community experience
© 2008 Awareness
Don’t confuse participation
tagging? categories? permissions? search? voting?profiles?
? ?? ?
Separate tools
Unified community experience tagging categories permissions search voting profiles
Create A unified experience
Easier to contribute and find content
Easier to organize and administer
One set of APIs “Future proof”
Separate tools
Meet everyone's needs
• Corporation> Content is captured in a shareable form, versus email> Compliance and other issues can be managed> Content is a company assett
• Department> Content is grouped by my department in neighborhoods> Individual contributors are highlighted
• Individual> My contributions are never presented as someone elses> A chronolgy of my participation independent of where I
work now
Example – Member Profile
Leverage "points of enthusiasm"
• Certain events will trigger high particpation
• Exploit those> Registration for things can add to profiles and contnet> Leading up to key dates in the corporate calendar
> Company meetings> Employee reviews> Trade Shows
• Don't be afraid to use email!> Broadcast a content request> Add your profile to your signature
Offer multiple particpation points
• Voting, commenting, discussions, edit (wiki), posting
• QuickPost forms
Mix in content with that participation
Leverage popular Public Web 2.0
© 2008 Awareness
Cannondale community
Consider all constituents
The Company mix
• Moderated / Open ?> Will your culture grab on.. Or do they need encouragement?> Can all the content go live?
• Structure versus Self Organized> Categories versus Tags> Neighborhoods versus Groups
• Sizzle> Can you incorporate cool mashups or is the data too
sensitive?> Does this look like a portal, or a unique web app
• What does a profile look like in your company?
• Is mobile important?
Riding even the smallest success
Re-uses the data in many ways
• Profiles become the company directory
• Headlines can feed other web properties
• Signatures link to profiles
• Create a competitive environment> Sales has 85% participation versus HR has 10%
• Give kudo's via posts
• Town Hall meetings in a post with threaded comments
Summary
• Start something that encourages particpation and creates momentum
• Make aprticipation FRICTIONLESS
• Create a culture of sharing
Questions
© 2007 Awareness. Confidential
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