Companies are trying to figure out how their Web 2.0 and social media strategy. This presentation by Charlie Kreitzberg and Anne Pauker Kreitzberg of Cognetics provides a practical approach to making the right decisions for their organization.

1. Make the Right Decisions about
Web 2.0 and Social Media
Charles B. Kreitzberg, PhD
Anne Pauker Kreitzberg
Cognetics Corporation
PO Box 386  Princeton Junction NJ 08550  www.cognetics.com  charlie@cognetics.com  609.799.5005 ext 235

2. With over 900,000 web pages and millions of people who use it every
day, Web 2.0 is too big to ignore. It’s transforming the way we live,
work and maintain relationships.
• Scale
• Capability
• Relationships
Copyright 2009 by Cognetics Corporation

3. Three-quarters of US adults are online. They use the Web differently.
Facebook reports the largest growth in those 35-55 years old. People are
getting increasingly comfortable creating and posting content.
Over 40% Read customer reviews/ratings
of adults Watch video posted by other users
online Read online forums or discussion groups
Over 30% Read blogs
Visit social networking sites
Over 20% Update/maintain a profile on a social networking site
Contribute to online forums or discussion groups
Over 10% Post ratings/reviews
Comment on someone else’s blog
Listen to podcasts
Use RSS feeds
“Vote” for websites on line (e.g., Digg)
Source: Forrester, The Growth of Social Technology Adoption (October 2008)
North American Technographics® Media And Marketing Online Survey, Q2 (2008)

4. There are five key technologies that underpin Web 2.0 and enable us
to do what we couldn’t easily do before. People used to come to the
Web to read something; now they come to do something.
C:UserscharliePictures
Copyright 2009 by Cognetics Corporation

5. When embarking on a Web project, you need to balance the user
experience with the needs of the business and technology
considerations.
Copyright 2009 by Cognetics Corporation

6. Web 2.0 allows us to create relationships. To leverage this capability, think
about how you can create deep, long-lasting relationships over the web with
your audience.
It’s not all that much different than how you build other relationships, which
we know change over time.
attract initial repeat newbie broaden & mature &
encounter visit deepen comfortable
Cognetics Model: Six Degrees of Social Computing
Copyright 2009 by Cognetics Corporation

7. People decide in just a few seconds whether to stay on your website or leave.
There are four important elements of their experience on the site that will
encourage them to stay.
This is true for both external facing and internal facing sites.
Does the site grab my Can I do what I came
attention? to the site to do?
Can I trust the site
Is the site easy
and the organization
to use?
behind it?
Cognetics E3T Model
Copyright 2009 by Cognetics Corporation

8. Many organizations are moving from ad hoc, experimental use of Web 2.0
tools toward creating a more holistic, strategic use of these technologies.
Start with your business goals. Expect it to be an iterative process.
Cognetics Model: Creating a Web 2.0 Strategy
Copyright 2009 by Cognetics Corporation

9. Companies have found external-facing Web 2.0 activities most useful
in building awareness and relationships.
For example:
1. Increase word of mouth
2. Increase product and brand
awareness
3. Increase customer loyalty
4. Bring new ideas into the
company
5. Improve public relations
effectiveness

10. Bottom Line: Match the tools to the business purpose, the user
experience and what that tools does best.
For example:
• To create thought leadership and brand awareness, use blogs,
webinars, video and podcasts.
• To create discussion and foster community, use forums and social
networks.
• To connect employees with colleagues and to collaborate, use private
social networks, groups and online applications.
• For training and conferences, consider virtual reality.
• To collect and update information or provide answers to common
questions, think about wikis.
• To provide customer support, use online chat.
Copyright 2009 by Cognetics Corporation

11. Illustration: B2B Use of Social Media
Based on data from 189 companies, surveyed in 2008 Forrester found:
Low (30%-39%) Medium (40%-69%) High (70%-90%)
Virtual Trade Shows Social Networks Rich Media
User Generated Content Communities & Forums Display Ads
RSS Microsites
Webinars and
Blogs
&Teleconferences
Videos E-Newsletters
Source: Forrester, Making Social Media Work in B2B Marketing (October 2008)
Q1 2008 B2B Survey (Base = 189 companies)

12. Illustration: Retailers Use of Web 2.0

13. Internal-facing Web 2.0 sites are also used to connect employees and
build relationships. But, they are also used to expedite work.
For example:
1. Connect employees who don’t
know one another
2. Share information, ideas and
resources
3. Support virtual or remote work
4. Communicate strategy
5. Provide access to online tools,
documents and training

14. Having a Web 2.0-Friendly Culture makes it easier to adapt to a
Web 2.0 workplace. These terms are used to describe the inherent
characteristics of Web 2.0. If they don’t describe your company, then
consider your organization’s readiness for Web 2.0.
Cognetics Model: Five Pillars of a Web 2.0 Friendly Culture
Copyright 2009 by Cognetics Corporation

15. Web 2.0 is not an easy fit with most existing corporate cultures.
Cognetics Model: Organizational Barriers to a Web 2.0 Friendly Culture

16. Organizations need to change to overcome barriers to a Web 2.0-Friendly
Culture. Web 2.0 is transforming the way we work and interact with others –
both inside and outside the company.
It is also changing the way managers manage.
Copyright 2009 by Cognetics Corporation

17. Management skills for a Web 2.0 workplace
 Understand technology better
 Build relationships online
 Cross the generation chasm
 Be comfortable with transparency
 Balance user control with risks
 Value user experience
 Foster information sharing, collaboration
& creativity
Copyright 2009 by Cognetics Corporation

18. Just as they do in the physical world, communication skills do matter
on the web. Opportunities for miscommunication and
misinterpretation exist over the web as in the physical world. Beyond
this, web culture is defining its own etiquette and social norms – with
a distinctly “non-corporate” flavor.
1. Authentic tone – not corporate speak
2. Get ready for a web-enabled corporate culture
3. Clarify what’s “off limits”
4. Address audience with content that resonates
5. Provide real value
6. Demonstrate that usability matters
7. Talk about strategy
8. Respond on “web time”
9. Acknowledge comments
10. Gracefully accept criticism
Copyright 2009 by Cognetics Corporation

19. Managers lead by example when they use these tools themselves. To
leverage Web 2.0 for competitive advantage, integrate them with
ongoing work and reinforce a Web 2.0-Friendly Culture.
Integrate Web 2.0 with business processes & practices
– Find places where Web 2.0 technology & tools can really
make a difference
– Make sure sites are usable, useful & desirable
– Understand how to maximize results
– Establish metrics & evaluate feedback
Build a Web 2.0 Friendly Culture
– Redefine control
– Empower creativity & experimentation
– Learn and make iterative refinements
– Share information & collaborate
– Make user engagement & relationships a priority
Copyright 2009 by Cognetics Corporation

20. Steps you can take to build your Web 2.0
Strategy and create a Web 2.0 Friendly Culture
Communicate the • Managing relationships (internal & external)
Value Web 2.0
• Knowledge Sharing & Collaboration
brings to the
Business • Revenue, Cost Savings & Productivity
• Gain Experience with Technology, Tools & Media
Increase Your own
• Insist on Usability
Web 2.0 Skills
• Use Feedback & Metrics to Learn & Refine
Assess • Management Practices
Organizational
• Trust & Empowerment
Readiness for a Web
2.0-Friendly Culture • Employee Engagement
Balance Web 2.0 • Security
Risks with Value to
• Legal & Compliance
the Business & to
Users • Intellectual Property
Copyright 2009 by Cognetics Corporation

21. Anne Pauker Kreitzberg & Charlie Kreitzberg
anne@cognetics.com
609.799.5005 x226
charlie@cognetics.com
609.799.5005 x 235
www.cognetics.com