This presentation talks about some lightweight strategies for leveraging Web 2.0 thinking in a B2B environment

1. Leveraging Social Tools
In A B2B Environment
Presented by
Greg Narain
May 2007

2. What Makes
Something Social?
It seems everything’s “social”
these days - how did they
get that way exactly?
May 2007

3. A Shifting Of Focus
Features Yield to Contexts
May 2007

4. The Social Architecture
Connected Contexts
May 2007

5. Start With Individuals
Social applications center around
the individual.
We call this the “Me-First” model.
May 2007

6. Connect Social Networks
Social applications connect
individuals to others with similar
interests and needs.
This builds on existing and creates
new relationships.
May 2007

7. Enable Marketplaces
Social applications enable
individuals and networks to create
marketplaces of intent.
Relationships drive usage,
engagement and success.
May 2007

8. What Tools Are Social?
Can anything be socialized?
May 2007

9. In most cases, Yes
“Except for a narrow range of enterprises from the
media industry, or other industries that are
information-intensive, the benefits from the
various segments of the Web 2.0 movement,
including technologies, Web sites and online
communities, may be discounted by a broad
range of traditional industries”
- Gartner
May 2007

10. Social Networking
May 2007

11. Social Media
May 2007

12. Media Sharing
May 2007

13. Social Bookmarking
May 2007

14. Social Search
May 2007

15. Social News
May 2007

16. Social Commerce
May 2007

17. Social Awareness
May 2007

18. How Does This
Impact Strategy?
What is the significance of
these 3 contexts on
business strategy?
May 2007

19. The New Opportunity
“many traditional enterprises do not realize
that the beneficial aspects of Web 2.0 have as
much to do with harnessing the
power of newly enabled online
communities and content stores as they
do with leveraging new technologies in the
enterprise”
- Gartner
May 2007

20. We’re All Participants
Expand your
definition of the
“user” - it’s
everyone from
your employees &
executives down
to your customer’s
customers
May 2007

21. Find Lakes, Not Puddles
Tap your largest
networks for
knowledge and
insight
May 2007

22. Identify Mavens
Every group has its
experts - find and
acknowledge them.
Enjoin them in your future
growth - you quickly
become pervasive
May 2007

23. Look for Open Windows
If you’re not where
the most important
people to your
business are
gathering, you’re
in the wrong place
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24. Shake the Orange Tree
Once you’ve found
those individuals,
listen carefully at
first.
Find the low-
hanging fruit and
harvest it.
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25. Fix Broken Windows
Show your community
you’re listening.
Fix things that mean
something to them.
May 2007

26. Plant Green Fields
DO NOT try to co-opt
individuals away from
other communities.
Create new green
fields for them to
graze.
May 2007

27. Encourage Experimentation
Provide the tools and
assets for others to
“mash up” your business.
May 2007

28. Foster Firecrackers
Find the most
promising projects
and give them an
extra edge
May 2007

29. Reward Ingenuity
Pave the road to
future innovation by
rewarding the
brightest stars early
and often
May 2007

30. Stratify Success
Create strata in
your own rewards
system.
Everyone wants to
be a whale in a
pool full of
minnows.
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31. Double-Up Dialog
With everything
else working, be
sure to have open,
as in two-way
dialog.
Keep everyone
aware of what’s
happening.
May 2007

32. Thank You
Blue Whale Labs
– http://bluewhalelabs.com/
– info@bluewhalelabs.com
– Images courtesy of iStockPhoto.com
May 2007