Presentation made by Sociagility's Niall Cook to the Chartered Institute of Marketing's Levitt Group of senior marketers on Friday 16 March 2012 in London. For more information about Enterprise 2.0: How social software will change the future of work, please go to http://www.enterprise2dot0.com.

1. Enterprise
2.0
How
social
software
is
changing
the
future
of
work
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2. About
me

3. A
perfect
storm
2.
Social
3.
networking
Consumerization
explosion
of
IT
4.
Executional
1.
Increasing
speed
and
consumer
organisational
expectations
change
Enterprise
2.0

4. Increasing
customer
expectations
#1

5. The challenge for brands in the UK market, is driving
Consumers
engage
with
brands
online…
positive commentary; UK consumers are reluctant to
comment about brands online
Global UK
Internet
30% 80%
Penetration
% of internet % of internet
users that: users that:
Go online
daily 68% 73%
Are brand
33% 33%
fans on SN
Write about 47% 33%
brands online
Research 81% 92%
brands online
Source:
TNS
Digital
Life
2011
Digital Life UK Report
© TNS 2011

6. …and
expect
brands
to
listen
Yet those who post comments about brands online
see it as a good way to influence brands
Posting comments online is an effective
way to influence companies 63
I expect companies to contact me if I
37 (%)
write something about them
I find it a scary thought that companies 34
would track what I write about them
Question: I8a ; Attitudes to comments & reviews Base: All Writers ; 677
Source:
TNS
Digital
Life
2011
Digital Life UK Report 1
% Agree
© TNS 2011
xx

7. Human
interaction
not
just
‘promotions’
Brand connections can be encouraged via promotions
and special offers, followed by competitions and
prizes
(%)
What’s in it for me? Promotion/special offer 61
Competitions/prizes 52
Further Research More information about products/services 42
Information about brand ethics 28
Connect with people behind the brand 24
Access brand content 31
Brand Interaction Passionate about the brand 38
Show that brand is important to me 33
Giving & Receiving Give brands input 30
Feedback Receive customer service 31
Friend Interaction Friends doing the same 24
Connect with other fans 22
Miscellaneous Use specific apps/games 27
Support a cause 44
Question: I3a/I3b ; Reasons to join a brand group/community Base: Social Networkers & Micro Bloggers ; 1683
Source:
TNS
Digital
Life
2011
Digital Life UK Report 11
© TNS 2011

8. Who
have
you
let
out
to
play?
We
know
some
people
from
your
company.
They’re
pretty
cool
online.
Do
you
have
any
more
like
that
you’re
hiding?
Can
they
come
out
and
play?

9. Social
networking
explosion
#2

10. Usage
continues
to
increase

11. So
do
platforms

12. And
brands
are
responding
Source:
The
CMO
Survey
2012

13. The
‘consumerization’
of
IT
#3

14. It
didn’t
all
start
with
the
iPad
The
upcoming
generation
is
going
to
expect
to
have
access
to
their
tools
in
the
workplace.
It
would
be
like
someone
from
my
generation
not
having
access
to
email.
If
they
don’t
get
this
stuff,
they
probably
won’t
be
there
for
a
long
time.
–
Marthin
De
Beer

15. nd IT leaders are hesitant to embrace the consumerization of IT,
Positive
impacts
on
productivity…
anies are in fact embracing the change and it is executives at the
ing the charge.
C-level
use of
priority in
ses to
veyed,
n rates of
e
ort
mputing
day.
rcent)
yee’s
ng Source:
Avanade
Global
Research
Findings
2012

16. …and
on
employee
loyalty

17. Executional
speed
and
organisational
change
#4

18. Digital
is
the
new
normal
The
previous
ways
in
which
a
company
used
the
Internet
were
very
one
way.
Now
I
think
we’re
into
engagement
in
conversations.
You
have
to
really
know
who
you
are.
And
then
you
have
to
drive
these
values
consistently.
–
Simon
Sproule
CVP
Global
Marketing
Communications

19. A
new
set
of
brand
building
priorities
Brands
as
enablers
Co-­‐creation
and
experience
marketing
Shareable
content

20. What
it
means
in
practice
So
what?

21. What
it
means
in
practice
2.
Align
internal
3.
Employees
as
and
external
brand
advocates
1.
Get
the
basics
4.
Focus
on
right
people
Becoming
an
Enterprise
2.0

22. 1.
Get
the
basics
right
–
permission

23. 1.
Get
the
basics
right
–
quality

24. 2.
Align
internal
and
external
Source:
Hugh
MacLeod,
The
Porous
Membrane

25. 3.
Employees
as
brand
advocates
Source:
InSites
Consulting,
Social
Media
Around
the
World
2011

26. 4.
Focus
on
people
1.
Make
participation
easy
2.
Build
on
5.
Deliver
existing
individual
value
relationships
3.
Integrate
with
4.
Self-­‐managed
existing
tools/
without
training
process

27. The
last
word…
Loosening
hierarchies
and
giving
more
power
to
employees
can
lead
to
faster
innovation,
lower
cost
structures,
greater
agility,
improved
responsiveness
to
customers
and
more
authenticity
and
respect
in
the
marketplace.
Read,
enjoy
and
prosper.
–
Don
Tapscott

28. Contact
me
niall@sociagility.com
|
@niallcook
Web:
www.sociagility.com
|
Email:
hello@sociagility.com
|
Twitter:
@sociagility
|
+44
(0)20
7193
6793