Making 2.0 Work For You, Inside and Out

Making 2.0 Work Inside and Out

Jerome Nadel

Chief Experience Officer

Human Factors International

2Human Factors International © 2008

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framework and process

contribution and collaborationE

nte

rpris

e 2

.0W

eb

2.0


contribution and collaboration

framework and process

Connect

Me!


people to people

people to content1.0

Connecting…

2.0people to people

content to people3.0


Informed and validated – good decisions, good design


Will? Can?


Performance

(CAN DO)Persuasion

(WILL DO) Conversion*

Understanding of

Decision Making

Positive Customer

Experience

* Conversion = adoption, usage, purchase, participation, contribution....


Attract Engage Empower


Are you doing what I want you to do?


Eye tracking, scan paths, and heat maps…


User in control, the new paradigm?


From voyeur to creator


To synchronize user experience and business goals…

Engage the Audience

Show unique value and features that distinguish it from other social networking sites

Enable the Audience

Give users access to intuitive tools and structure to “play & explore” while they collect, share, & create media experiences

Connect the Audience

Allow users to form valued relationships with creators, hosts, and other PodShow members

Build Relationships

Further support the ability of advertising partners to build lasting relationships with the PodShow audience by learning more about how users engage with media


LogoAll Shows Videos Music People

Search>

Shows Videos Music People Program Guide Upload

Member Login

User name

Password

Remember me

new account> login>

Help! Forgot my password

Hey PodCasters!Get discovered—be a star!

Register now and create

your free show site.Learn more

People

Meet the artists and

producers behind the

best content on the

net, or create your

own profile and join PodShow!

Home

advanced

# in network

# new today

# logged in right now

Ad Banner(s)/Tower

PodShow is the only media network where you can

collect music, videos, pod casts and shows from

anywhere on the web and share it all with your friends!watch a tutorial> what’s in if for me?>

Now Playing:Kasabian, Razorlight,

The Flaming Lips… all

have been In the Attic.

Find out who joins

Rachel and the gang

this week…

(1) Shows (2) Videos (3) Music (4) People

next set

Shows Discover and subscribe to the best podcasts and programs.

Videos Top new flicks and cool klips from across the net.

Music Top picks and chart hits from the Podsafe Music Network.

# in network

# new today

# in network

# new today

# in network

# new today

About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007

Comedy Aggregate Tag Aggregate Tag Aggregate Tag

V

Aggregate Tag

V

Aggregate Tag

V

Aggregate Tag

V

Aggregate Tag

Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag

S

next set

next set

next set

M M M M

S S S S

Title Title Title Title



P

Name

P

Name

P

Name

P

Name

LogoAll Shows Videos Music People

Search>

All Shows Videos Music PeopleAll Shows Videos Music People

Search>

Shows Videos Music People Program Guide Upload

Member Login

User name

Password

User name

Password

Remember meRemember me

new account> login>

Help! Forgot my password

Hey PodCasters!Get discovered—be a star!

Register now and create

your free show site.Learn more

People

Meet the artists and

producers behind the

best content on the

net, or create your

own profile and join PodShow!

Home

advanced

# in network

# new today

# logged in right now

Ad Banner(s)/Tower







Now Playing:Kasabian, Razorlight,

The Flaming Lips… all

have been In the Attic.

Find out who joins

Rachel and the gang

this week…

(1) Shows (2) Videos (3) Music (4) People

next set

Shows Discover and subscribe to the best podcasts and programs.

Videos Top new flicks and cool klips from across the net.

Music Top picks and chart hits from the Podsafe Music Network.

# in network

# new today

# in network

# new today

# in network

# new today

About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007

Comedy Aggregate Tag Aggregate Tag Aggregate Tag

VV

Aggregate Tag

VV

Aggregate Tag

VV

Aggregate Tag

VV

Aggregate Tag

Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag

SS

next set

next set

next set

MM MM MM MM

SS SS SS SS




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Show me what you’ve gotPromo player auto plays show, video, music, and people examples in sequence

Tell it to me tooIt’s ok to tell the users what the site is for. (value prop)

Keep me coming backShow me what’s changed (real-time meta data)

Build a visual languageShow me media types

Facilitate choosingInclude aggregate tag description for easy scanning

Let me see what others collectProvide a quick summary of what users have collected

* now mevio.com


CEO’s perspective

“A brand must accept that they will be relinquishingsome control over their brand to their customers. They

also have to trust that, over time, an accurate

collective opinion of the brand and its products

will emerge from any community initiatives and that the

brand can ultimately profit from learning from that

collective opinion.”


Eluma – A case study

Tapping the power of personal information collections from your desktop through

integrated, cross-web navigation and networking.

Personal Start Pages

Content Sharing

Social Bookmarking

RSS Reader/Desktop Alerts

BlinklistNetvibes

Del.icio.us

Squidoo

Bloglines

Google Reader

Newsgater

iGoogle

Webjam

Pageflakes

Stumbleupon


Think ecosystem…

My friends(private community)

Other viewers

Content Creators

Publish

Discover

Brands

Publish

Share

Discover

Publish

InternetExplorer

MozillaFirefox

Aggregate

My Eluma

Me

Eluma Network


Web 2.0

�Relegate control

• Provide the framework

�Build the network

�Establish trust

�Think crowdsourcing

�Encourage (enable) contribution


Moving to 2.0 at work – Enterprise 2.0

Present Day Intranets…

Content and tools that support employees’ work related tasks

Collect InformationPresent day intranets primarily allow collection of information.

��

�

��

�

Communicate Communication tools & utilities are not integrated

Create ContentAllows content creation but only to a limited set of users

Distribute ContentContent is organized into a formally defined classification scheme where online resources can only be taggedby authors/creators or editors.

Enterprise 2.0…

Content and tools that support employees’ work related tasks and enable participation in content creation and distribution

Collect InformationNot only allows collection of information viasearch and browse mechanisms but alsovia content syndication tools & utilities suchas RSS.

CommunicateAllows communication via platforms such as Blogs, discussion forums etc.

Create ContentAllows all users to add and edit content collectivelyvia collaboration platforms such as Wikis.

Distribute ContentSocial bookmarking utilities allows all users to tagonline resources that leads to a dynamic, flexible, automatically generated taxonomy.

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Content Tools


Documented / Formalized Organic / Experiential

Knowledge comes in many forms…

Reports

Help Systems

Business Rules

Glossaries

Research

Taxonomies

Notes

Chat

Wikis

Comments

Tagging

Blogs

Previous Actions

Communities

“Where do I look?” “”Who do I ask?”


Knowledge Officer’s perspective

“Historically, knowledge management has focused on

connecting people with content. But now the

challenge is connecting people with people in

increasingly virtual organizations.


Taxonomy + Folksonomy = Structured Social Classification

Doc.

Edits

Folksonomical

Tags

Create/Edit

Content

Author/

Editor

Taxonomist/

Authorized Person

Doc.

Tag

Tag

Validate

Tags & Edits

Publish

Document Viewer

HomeSearch Results

Std.

Filters View/Edit/Tag

Search Results

Related

Tags

Personalized

Profiled

Home

Any User

Personalized

“My Page”

Related

Tags

Document

Std. Filters

Related

Docs

Tag

Share

future


From monolithic sites to an eChannel continuum

Internal Portal

Client portal

.com

Today

Visitors

View

UploadRate

Blog Discuss

Tag

Tomorrow

Practitioner

Blog

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Clients +

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View

SCORE Process


Enterprise 2.0

�Connect people with people

�Collaborate in context

�Don’t throw away your taxonomist

�Manage cultural change (at the top)

�Extend the inside to the outside


Connectedness, contribution, and collaboration

1. Influence and persuade

2. Get your audience off the couch, enable contribution

3. Collaborate contextually

Get to know… for 3.0!


Headquarters410 West LoweFairfield, IA 52556 Phone: (800) 242-4480(641) 472-4480 Fax: (641) 472-5412

Boston

1050 Waltham Street, Suite 410 Lexington, MA 02421Phone: (781) 860-7200 Fax: (781) 860-7979

Baltimore

1720 Thames StreetBaltimore, MD 21231Phone: (410) 327-1012 / 1013Fax : (410) 327-1014

Chicago

8700 W. Bryn Mawr Avenue

Suite 800 South

Chicago, IL 60631-3507

Phone: (773) 714-2362

Fax: (773) 714-4910

Bangalore, India

310/6 HR Complex, 2nd Floor

Koramangala, 5th Block

Bangalore 560 095

Tel: +91 (80) 5150 7221/22/23

Fax: +91 (80) 5150 7220

Mumbai, IndiaChemtex House, 4th FloorMain street, Hiranandani GardensPowai, Mumbai - 400 076Phone: 91 (22) 2570 8464/65/66

Fax: 91 (22) 2570 8468

Pondicherry, IndiaAurelec Premises, PrayogashalaKuilapalayam VillageAuroville 605 101Phone: +91 413 26232 95/96Fax: +91 413 2623297

Singapore9 Raffles Place, Level 58 Republic Plaza, Singapore 048619Tel: +65 6823 1368Fax: +65 6823 1377

China

407, No. 555, Nanjing Road West

Shanghai, China 200041

Phone: +86-21-52132061

Fax: +86-21-52132062

Minneapolis

8400 Normandale Lake Blvd, Suite 920

Minneapolis, MN 55437

Phone: (952) 820-4442

Fax: (952) 921-2306

New York

1 Penn Plaza

New York, NY 10014

Phone: (212) 905-3495

San Francisco235 Montgomery StreetSuite 810San Francisco, CA 94104Phone: (415) 765-0962Fax: (415) 765-0961

London, UKWinchester House259-269 Old Marylebone RoadLondon NW1 5RA UKTel +44 (0) 20 7170 4164Fax +44 (0) 20 7170 4161

[email protected]

Making 2.0 Work For You, Inside and Out

Economy & Finance

Transcript of Making 2.0 Work For You, Inside and Out