Web Communities With RelationSys And D2C
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Transcript of Web Communities With RelationSys And D2C
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Building Better Web Communities
Some thoughts and suggested reading on enterprise social software, shift happens.
permission marketing, and the future
Alex Ang – RelationSys TechnologiesDavid Terrar – D2C and WordFrame
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Charles Darwin – natural selection
“The theory of evolution by cumulative natural selection is the only theory we know of that is, in principle, capable of explaining the existence of organized complexity.”
Richard Dawkins
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Recommended reading
http://www.throwingsheep.com/
“Networked Web 2.0 tools and technologies are making a profound impact on every aspect of our lives as social networking changes forms of entertainment in our personal lives and business models in the workplace.”
John Chambers, Chairman and CEO, Cisco
“Web 2.0 social networking has far-reaching consequences for corporate executives managing relationships with customers, employees and business partners.”
Henning Kagermann, Chairman and CEO, SAP
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From Command and Control to Teamwork and Collaboration
http://www.youtube.com/watch?v=9WX7BNnYTf8&eurl=http://blogs.zdnet.com/collaboration/?p=315
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Shift Happens, the movie, Karl Fisch
http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
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survey was conducted on 17,000 internet users in 29 countries and was completed in March 2008
USA – 100m, China – 61m, UK – 17.8m, France – 12.8mTotal – 475m
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What is Social Media?
people having conversations online
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Social Media is Global and mainstream
• 184m Bloggers• 73% of active online users have read a
blog• 45% have started a blog• 57% have joined a social network• 55% have uploaded photos• 83% have watched video clips• 39% subscribe to an RSS feed
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In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it is for consumers. Social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today. User Generated Content (UGC) and Social Networks are transforming the media ecosystem.
IAB Platform Status Report:User Generated Content, Social Media, and AdvertisingAn Overview - April 2008
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New Marketing
Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
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Old Marketing New MarketingLimited number of media outlets Countless media outlets
Limited physical retail outlets Countless online retail outlets
Emphasis on horizontal success (hits) Emphasis o vertical success (niches)
Marketing-to-consumer communication Consumer-to-consumer communication
Barrier between consumers and makers Permeability between consumers and makers
Spam Permission
Product line limited by factory Product line limited by imagination
Long product cycles Fads
Market share Fashion
Features Stories
Advertising a major expense Innovation a major expense
Large overhead = stability Small overhead = low risk
Customer support Community support
Focus groups Launch and learn
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The Cluetrain Manifesto
There's a new conversation
between and among your market and your workers. It's making them smarter and it's enabling them to discover
their human voices.
You have two choices.
You can continue to lock yourself behind facile corporate words and happytalk brochures.
Or you can join the conversation.
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Social Media is Counter-intuitive
Space defined by Media
Owner
Brand in control
One way / Delivering a
message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the consumer / Adding
value
Influencing, involving
User created content / Co-creation
Communications Media
Social Media
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• www.aiim.org/enterprise20
441 respondents, 80+ pages, 70+ charts/figures
Released Q1 2008
17
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What Technologies Fall into YourDefinition of an Enterprise 2.0 Platform?
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Age Doesn’t Matter (as Much as You Think)
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Enterprise 2.0 solutions?
New Product Development
Customer serviceIdea generation
Market research Developer relations
Amplifying Word of Mouth
Employee communications
General Marketing
Reputation management Product testing
Public relationsLONG TAIL SALES
PROJECT COLLABORATION
Co-innovation
Member networking
Capturing Knowledge
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Participation Inequality
Jakob Nielsen’s 1-9-90 rule
Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
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Start with the end in mindWhat's in it for meIntuitive and simpleTechnology supporting not leadingCommunity managementHelp and resources
Building a community
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Continuous Corporate Dialogue
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What does D2C do?
• Business consulting
• Web strategy
• Enterprise 2.0 advice and solutions
• Website design
• Web publishing
• Building better web communities
• Web 2.0 University™“think Business, not Technology”
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What does RelationSys do?
• Corporate Social communities
• RSS expertise, products and services
• Training
• Implementation
• Managed Services
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Discussion
http://ccd.relationsys.com/ysociety /
Here and now, but let’s carry on online:
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References
• Shift Happens, the movie, Karl Fisch, Arapahoe High School, Littleton, Colorado - http://thefischbowl.blogspot.com/2007/06/did-you-know-20.html
• Shift Happens, the slides http://www.slideshare.net/jbrenman/shift-happens-33834• Universal McCann survey -
http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
• What The F**K is Social Media? - http://www.slideshare.net/mzkagan/what-the-fk-social-media?src=embed
• IAB Platform Status Report: User Generated Content, Social Media, and Advertising, April 2008 - http://www.iab.net/media/file/2008_ugc_platform.pdf
• Nielsen “Trust in Advertising” report, October 2008 - http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf
• Seth Godin, Meatball Sundae – http://www.amazon.co.uk/Meatball-Sundae-Seth-Godin/dp/074992831X/ref=sr_1_2?ie=UTF8&s=books&qid=1215492000&sr=1-2 , http://sethgodin.typepad.com/
• The Cluetrain Manifesto - http://www.cluetrain.com/ • ICAEW online networks – http://www.ion.icaew.com• Andrew McAfee – enterprise 2.0 definition
http://blog.hbs.edu/faculty/amcafee/index.php/faculty_amcafee_v3/enterprise_20_version_20/ • AIIM Market IQ - Enterprise 2.0: Agile, Emergent, and Integrated
http://www.aiim.org/ResourceCenter/Research/MarketIQ/Article.aspx?ID=34464
These slides on Slideshare: http://www.slideshare.net/david_terrar/
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Contact details
David TerrarCEO – D2C Limited
and Executive Director - ITBrix / WordFrame
p: +44 (0)1727 866309 (direct)m: +44 (0)7715 159423
e: [email protected] and [email protected] w: www.d2c.org.uk and www.wordframe.com
skype: david_terrartwitter: DT
linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com
Alex AngCEO – RelationSys Technologies Limited
p: +44 (0)20 8788 6464 (direct)m: +44 (0)7958 394787
e: [email protected]: www.relationsys.co.uk skype: alexang33