Enterprise 2.0 and innovation

Just got a tip from a friend to look at a report being published by the Butler Group about Enterprise 2.0. I talked about that in previous posts, but what is Enterprise 2.0 anyway?

There are a lot of definitions for this new developemnt in business. For example, wikipedia says:

Enterprise 2.0 is a catchier term sometimes used to describe social and networked changes to enterprise, which often includes social software (but is not limited to it, nor to either social collaboration or software); and Enterprise Web 2.0 sometimes describes the introduction and implementation of Web 2.0 technologies within the enterprise including those rich internet applications, providing software as a service, and using the web as a general platform.

The way I see it personally is a coalescence (=samenvoeging) of many activities in the development of an innovation process within organizations. On the one hand we have the technology and related tools (wikis, blogs, RSS, podcasts) and on the other hand we have the ‘collaboration’ which is formed because of these development. Specifically this collaboration can cause a significant improvement in the innovation processes, be it by co-creation with stakeholders or by the improvement of internal collaboration due to a better transparency in the (innovation) busines processes. Especially the combination of technique, socio-cultural aspects and business processes I find very intruiging.

Of course we always have to stay in touch with reality. Enterprise 2.0 (or whatever term they come up with) will come eventually, but not at the same pace in different industries. Many industries may appear conservative, so we have to be careful in talking ‘too loud’ about these developments, internally but especially externally. 

But may be little snippets of these technologies may be used in innovation processes. To facilitate, generate and communicate. Rest assure that if you do, you will make mistakes. But you will also be way in advance to your competitors. And if Enterprise 2.0 becomes mainstream (just as the telex, fax, mobile phone, internet connection on your desktop computer and e-mail) you are prepared.

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Brave New World

 

Tomorrow we’re heading to Breda (small city in the south of Holland) to participate in the Across Innovation Seminars about maximizing integrated digital marketing and web 2.0 opportunities for pharmaceutical and other life science companies. From their mailing:

 

The pharmaceutical market is changing fast and so is the marketing mix. Most of us are familiar with digital marketing and terms like “Web 2.0” and “Social Networking”. However, very few companies truly understand AND integrate these trends profitably into their product strategy.

This is where Across Health BV, a newly established Dutch affiliate of Across Health, a rapidly growing international CRM and e-business player in the healthcare industry, is focusing its full-services offerings.

BRAVE NEW WORLD, the first Across Innovation Seminar, is the platform where you will meet renowned digital marketing and Web 2.0 guru’s, industry thought leaders, and peers from other life science companies who have successfully implemented integrated internet marketing and Web 2.0 elements into their sales & marketing strategies.

Keynote speakers will be Peter Hinssen, an international thought leader on web 2.0 strategies, and Fonny Schenck, a digital marketing strategy expert with over 10 years of experience in the healthcare industry. In addition, several pharmaceutical companies will present their best practices to you, and ample time is made for peer-to-peer discussion.

 

We will be filming for our client as well, so check back later for the impression.

Dutch are supernetworkers

 

According to a recent article in the Dutch magazine Intermediair are Dutch people champions in digital networking. A study executed by Synovate shows that 49% of the population is a member of at least one digital social network such as Hyves (most popular in this country), LinkedIn or Facebook. Compared to the US, cradle of digital social networks, only 40% is active. According to Synovate’s President Reinier Heutink: “The Netherlands has always been a front runner on the internet, so it’s no surprise also in digital networking”.

“Another explanation may be the fact that Dutch people are traders and have an open view”, says Albert Benschop, sociologist and specialized in internet behaviour. “At the same time Dutch people are very much dependent from each other due to the dikes and water, which increases solidarity. They like to ‘polder’ “. (discuss and negotiate endlessly about anything. Red). May be with these two characteristics one can explain the popularity of networks.

I don’t know whether we are ‘supernetworkers’ or not, but in the meantime I’m having fun with the inclusion of apps in the updated LinkedIn.

Source: Intermediair

We do have an analogue life too

René features in podcast ‘Robin Out Loud’

 

Remember we met Robin Maiden from Delta Airlines at the New Media Expo in Las Vegas and had an interview with him? Well, he returned the favor by interviewing René for his podcast ‘Robin Out Loud’.

They talk about internal podcasting and the power of new media for internal communications.

Guess what, we even got a Lever Award from him. We are honored Robin, thanks!

Listen to the podcast episode here.

So how was Berlin?

Just got back from my trip to Berlin. I look back to a fullfilling Web 2.0 Expo. Although not all presentations were equally interesting (that is virtually impossible) and the expo floor was not too exciting, I did gain more insights in some of the Web 2.0 areas where we as a company want to develop ourselves more. I was especially pleased to see that there are many companies providing full-fledged solutions for enterprise-wide social media platforms (blogging, wikis, Facebooks, etc). I do not know which will survive the next 5 years but I sure hope some do.

One of the most professional looking platforms was the ClearSpace platform from Jive. They have some well-known customers using their software such as Nike and Apple (Apple’s support forum runs ClearSpace ans is saving them a lot of phone calls from customers). Intruiging about their platform is that it seems very user-friendly, very important in a time where the risk of a techno-division between the technofoobs and technophiles is imminent (but don’t stereotype; at the airport where I’m writing this post I’m looking at a 70-something year old man wearing white earbuds enjoying the songs on his iPhone).

We are now checking how we can acquire their software for testing purposes. I’m especially interested to see if we can use their platform for our ‘Klant 2.0’-project (no, I won’t reveal anything else, in contrast to the Web 2.0 philosophy). We are also awaiting more information about TamTamy and we have been invited to drop by the office of Telligent in Amsterdam to share some thoughts. Interesting to see that also ‘Big Blue’ is pretty active in the Social Software space, as can be seen here:

With 500,000 employees of which 50% is outside ‘somewhere’ they have understood the benefits of collaborative platforms well. They now sell their platforms now to other interested parties.

The ever present question: what’s in it for business remains valid also now. Many companies are sensibilized by the obvious possibilities of social networks, yet not many know how to monetize them. Especially in the field of pharma, one of our main customer groups, it seems extremely difficult to actually materialize such an idea. What are the risks involved? What can we do from a compliance point of view? For monetizing social networks I refer to a recent blogpost on Marketingfacts.nl from Erwin Blom in which he describes 5 monetization models:

 

  1. Advertisements
  2. Sponsoring
  3. Premium accounts
  4. Data
  5. Decreasing costs

 

 

OK, so may be the use of social networks for external use is a bit tricky (yet not impossible, as Tim O’Reilly would say), the use of these platforms internally is really a no-brainer. It is sometimes frustrating to see so clearly where the future in business in relation to collaboration goes. And yet corporate politics and inflexible IT-related ‘gurus’ higher in the foodchain sometimes hinder the use of these new technologies. These are the same people who fulminated against the use of internet at the workplace 5 years ago and still block YouTube from a ‘normal’ employee’s desktop computer (and guess what, most of these people have opened up YouTube for themselves…). 

I am so convinced that we enter a new era of collaboration in business. Increasing fuel prices, awareness of our carbon footprint, the rise of new technologies and the coming of the ‘Generation Y-ers’ in companies will push the entrance into this new era forward. Innovation must come from many places, so not only from inside the company (and in this case I mean literally inside – physically between the four walls of the company) but more and more from outside. Of course outside from our customers but huge multinational companies should first start by looking ‘outside’ their physical walls. What kind of great ideas are laying around in corners at local company level? What great internal inventions are collecting dust somewhere, someplace because nobody has noticed them? We need to push the boundaries of our current way we work, share, collaborate and explore the possibilities of Enterprise 2.0. We need people, employees who believe in that, and who want to start experimenting. Because you are not alone, looking at a recent study performed by McKinsey:

(Graph courtesy of McKinsey)

By the way, a very interesting survey about the use of Web 2.0 technologies in business, which can be found here.

And exciting times lie ahead. On my return trip I was sharing a taxi with a guy from a major creditcard company. He was responsible for the technological development of the data architecture. When he started four years ago the company had 2.6 pentabyte (that is 2.600 terabytes, which is 2.600.000 gigabytes, which is 2.600.000.000 megabytes) of transaction-data. They want to do more with the huge amount of data they collect. They want to couple it to location-based services such as for example Aka’Aki. Imagine a world in which you just bought a Levis jeans. You paid with your credit card, so the company knows that. You walk around down town, and a Levis store is around the corner. Since ‘the Cloud’ knows you are open for Levis stuff the Levis store around the corner (who receives data from the credit card company) can send you a message with Levis-related promotions. Obviously this would only work if you have opted-in to receive such information, but imagine a world where you would only receive information targeted to your needs (no more commercials of tampons during dinner time). I would opt-in.

Having said that, privacy remains an issue in these cases so it was good that there was at least one lecture about this during the Web 2.0 Expo. For example, who is responsible when a girl commits suicide when she is dumped publicitely through MySpace by her so-called boyfriend who she never met in real life but in reality was the mother of her previous boyfriend who she dumped before? (depending on your intelligence you may have to read that sentence a few times more). MySpace? Whose data in Wikipedia is it anyway? Is that MediaWiki, the underlying company which owns Wikipedia? Or is the data owned by you?

Many questions still need to be answered in this legally misty Web 2.0. Let’s hope the mist condenses to a cloud and dissappears high in the sky, where it belongs.

See all presentations of the Web 2.0 Expo here.

Our interview with Tim O’Reilly

Will the financial crisis lead to the end of Web 2.0? Daniel Lyons already uses the term ‘Web-Two-Dot-Over’. “Nonsense”, says Tim O’Reilly at the first keynote of the Web 2.0 Expo in Berlin. “These are difficult times for start-up companies who need financial support from Venture Capitalists (VC), but that has nothing to do with the trends and opportunities which are still there for Web 2.0.”

“These are uncertain times and we do not know what the future will bring us, but has that been different in the past?”, says Tim to a crowded audience. Such a crisis is a good moment to seperate the ‘winners’ from the ‘losers’. Obviously, the winners will survive. Important for surviving are Tim’s ‘Robust Strategies’:

 

Robust Strategy 1 – Working On Stuff That Matters

So the question is: what matters? Still there are many problems asking for a solution: climate change, governments not listening. And what about the recent financial crisis? So what to do? Simple, make sure to master the problem and make the impossible possible. Yeah sure, you might think. Tim draws the comparison with the Berlin Airlift. Impossible, so the Russians thought. But 2.3 tonnes airfreight, 278,228 flights and 148 million of flown kilometers (that’s from here to the sun) and 322 days later proved the impossible possible. Today it’s not different: “great challenges bring great opportunities”.

And Web 2.0 offers unsurpassed possibilities. Tim mentions Ushahidi, Everyblock, Benetech and 23andme as examples of cloud computing, open source and mash-ups.


Robust Strategy 2 – Create More Value Than You Capture

Dare to think big. Have a vision. “Look at Microsoft. Such a great vision: a computer on every desktop and in every home”. That makes a company big and successful. And be honest, they did change they way we work and communicate. And again the value of Web 2.0 is to create value not only for yourself but especially for others (social media, remember?). Tim’s take home message: “Tackling big problems will not only make you great, but it will also make the world great”.

(Picture courtesy of MikiMedia)

 

At the beginning of the keynote I thought it was going to be a pretty depressing story, but actually what he told was just common sense – fortunately still prevailing in 2008. If you have an idea, believe in it, think big and act. The beauty of all these Web 2.0 technologies in my view is that you can create an enormous audience. And with that an enormous power, financial crisis or not.

 

See Tim’s presentation here:

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