Are You part of the Conversation?

Samuel Driessen, Information Architect

Jan van Veen, Manager Internal Communications

Workshop Social Media

2

Goals of this workshop

Introduction social media Assess impact of these media on different areas of

our business and organization, and knowledge work Introduction to the most important tools in use today Apply them in personal and business practice

3

Workshop agenda

Introduce ourselves Part 1: Social Knowledge Work

Video and Discussion Knowledge Worker 2.0 Coffee Break Assignment and Discussion

Coffee Break Part 2: Social Business

Videos and Discussion Enterprise 2.0 Coffee Break Assignment and Discussion

Feedback and introduction in Yammer group

4

Part 1: Knowledge Worker 2.0

5

Shift Happens

Video: Shift Happens, Did you know 4.0 Video: Social Media Revolution

What did you see? What does this say? Which media do you use? And why?

6

The name of the revolution in media

Web 2.0Or: Social Media, Social Web, Social Computing

7

Web 2.0 defined

internet as platform harness network effects (collective intelligence)

8

Trend or hype

How old is YouTube?

When did you first hear of LinkedIn?

When did you first book a flight online?

9

Consequences for our employees

Were you ever taught to be a

knowledge worker?

10

Were you ever officially educated to

Use e-mail effectively? Find information through a feed reader? Post information in relevant peer groups? Share and store your information so others can

retrieve it? Use social bookmarking? Use a wiki? Write a blogpost? Use Slideshare?

11

What is a blog?

Blogs are like a keynote speech with questions and comments from the audience. It’s a digital journal managed by one person or a team.

Examples: Blogger, WordPress, MoveableType

Examples of Corp. Blogs: Google, Dell, HP, Xerox, etc.

Internal example: CorpComm blog

12

What is a microblog?

A microblog is a very short blog posts (max. 140 characters) informing your connections what you are doing at the moment and ask questions.

Example: Twitter Internal example: Océ Yammer

Used during Press conferences, testing, a.o.

13

What is a social network?

Social Networks are like topic tables at a conference luncheon. People that know each other (or want to meet each other) will connect by a variety of common interests.

Examples: Facebook, Myspace, LinkedIn, Xing Internal example: [none]

14

What is social bookmarking?

Your favorite website bookmarks (with comments) shared with the world. Usually clustered using tags.

Examples: del.icio.us, diigo, digg Internal example: Océ bookmarks (R&D)

Use to promote news, track buzz

15

What is a wiki?

Wiki’s are the collaborative white boards or libraries.

Examples: Confluence, Mediawiki (wikipedia platform), Pikiwiki

Internal example: Océ wiki

16

What is RSS?

RSS = Really Simple Syndication. RSS enabled sites allow you to aggregate all changes to that site in a feed reader. (Core web technology)

Example: an RSS enabled webpage can be recognized by this button:

Example of feed readers: Newsgator, Attensa, Google Reader, Bloglines, Fa.vor.it

Internal example: NewInfo, RSSPopper, Greatnews

17

Was our explanation unclear…?

Go to the Common Craft website for insightful short video on all ‘social media’ tools! RSS in Plain English Social Bookmarking in plain English Social Networking in Plain English Blogs in Plain English Wikis in Plain English Twitter in Plain English SlideShare

18

Assignment part 1

Apply the above-mentioned concepts and tools to your daily work. Which part of your work fits with the concepts and

tools? Which type of information fits? Define a daily routine!

19

Part 2: Enterprise 2.0

20

Shift Happens in Business too

YouTube - The Break Up Online Communities Change the World

What did you see? What does this say? How is Océ responding?

21

The name of the revolution in business

Enterprise 2.0

22

Enterprise 2.0 defined

Simply stated: Apply Web 2.0 concepts to enterprises

Enterprise 2.0 is the use of emergent social software platforms within companies, or between companies and their partners or customers.

Social software enables people to rendezvous, connect or collaborate through computer-mediated communication and to form online communities.

Platforms are digital environments in which contributions and interactions are globally visible and persistent over time.

Emergent means that the software is freeform, and that it contains mechanisms to let the patterns and structure inherent in people’s interactions become visible over time.

Freeform means that the software is most or all of the following: Optional Free of up-front workflow Egalitarian, or indifferent to formal organizational identities Accepting of many types of data

23

Three slides from our GOP group

24

25

26

A revolution is taking place

And the internet is causing it

27

What did you think of the latest TV add by?

28

Paradigm change

Industrial ageInformation is powerOne-to-many in mass mediaProtect and be closedManagers are heroes

Network ageInformation and connection is powerMany-to-many in networks Share and be open Opinion leaders are heroes

29

Consequences externally: shifting sales and marketing

The industrial age:

Focus on outbound marketing

We find you

30

The connected age:

Focus on Inbound marketing

Can we be found and are we in dialogue?

31

Paradigm change

Trust your fellow consumers

Not the advertisers Interruption by advertisements is dissatisfier

32

And in the middle??

‘Tribes’: communities of peers in social media talking about our products

33

The name of the game

Everyone becomes a producer Share experiences Trust strangers Trust your network Distrust any official statement Imperfection is fine Click to fast info, forget about long texts Visual information, not text Advertising is dead It’s free It’s equal Why would I limit myself to one employer?

34

Yes, but not for B2B

Are you sure? B2B and B2C blurring

Oce GT250 printer - PrintPlanet.com Larry Oce « Valancy Jane Printers Oce : Lees reviews en vergelijk prijzen op

Ciao Inkjet

printer KIESKEURIG - prijsvergelijk, productvergelijk en reviews van inkjet printers

Océ introduceert nieuwe printtechniek | Pro | Tweakers.net Nieuws

Océ service Battle of concepts

35

Trend or Hype?

The tools (Second Life, MSN?, blogs? LinkedIn?) come and go, but the concepts stay

Connect and share is here to stay

The peer-to-peer consumer is here to stay

Inbound marketing is here to stay

Web 2.0 is here to stay (and it’s developing!) future (Web2): devices, real-time, semantic, augmented

Some hypes reach close to 100% saturation within two years: this is a fast world, act fast

36

Can we control this?

No

But we can Listen Learn from the feedback Act on bad experiences Show our knowledge Build trust Show our human face Share and connect and communicate…

37

And apply them to…

Sales and Marketing Generate extra business though networks, improve customer

intimacy Research & Development

Cheap generation of ideas through crowdsourcing Service & Support

Improve customer intimacy, generate feedback on our products Communication

Replace external P&R costs with in-house knowledge Human Resources and Learning & Development

Develop new e-learning strategies based Replace expensive recruitment channels with cheap social media

channels.

… in the Social Media Lab

38

Wrap up

Shift from industrial age to networked age

Consequences for business Rethink marketing Rethink product development Rethink service Rethink HR

By Listening and conversation: don’t miss out Opening up to the outside world

Consequences for the organization Rethink media use Rethink education of knowledge workers, especially the older

generations Set up a social media lab

39

Assignment part 2

Apply the above-mentioned concepts and trends to part of Océ business (your department or a business process)

Write a plan to ‘socialize’ it and to keep it social

40

Questions and Feedback

41