Preso given on teh 3rd annual Digital Pharma Congress in New Jersey on October 19, 2009. About Enterprise 2.0 and the internal implementation of social media tools.
Enterprise 2.0 In Practice How It Can Help Your Internal Innovation Process
1.
2. Enterprise 2.0 in Practice
A True Story of How Web 2.0 Can Help
Your Internal Innovation Process
Erik van der Zijden BSc MBA
3. Erik van der Zijden
The Netherlands
Yara
1972 Floortje
BSc Akzo Nobel Pharma 1995 MBA
Intervet 1998 Area Management
Export Sales Balkans Global Marketing
Global Product Manager
Equine Antiparasitics
Innovation Manager Intervet/Schering-Plough
Enterprise 2.0 Martial Arts Digiredo
Social Media Triumph Spitfire
Podcasting
11. E-mail is overtaking our life
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L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007
12. E-mail is overtaking our life
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L. Bryan and C. Joyce. Mobilizing Minds, McKinsey & Company, 2007 2010
13. of
unt tion
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as gro y such
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dig ters, the In MP3
with mpu
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as c ile phone s and
digital native mob
Year .. 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98
Age .. 44 43 42 41 40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11
digital immigrant
26. 1 2
Sensory Overload Scary Digital Stuff
3 4
It’s the Cloud, stupid! Geeks Everywhere
27. 1 2
3
4
It’s
the
Everywhere
Geeks
Cloud,
stupid!
Sensory
Overloadtuff
Scary
Digital
S
28.
29. Enterprise
1.0
Hierarchy Flat
Need to know Transparency
Control Let go
Long time to market Short time to market
Propriety standards Open standards
Corporate mask Authenticity
Web 1.0 technologies Web 2.0 technologies
h"p://enterprise2tools.com
30. Which Marketing Budget will you adapt?
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media Social Media aideM laicoS
Paid Search Paid search hcraes diaP
Telemarketing Telemarketing gnitekrameleT
Online Display Advertising Online display ads sda yalpsid enilnO
Mobile Marketing Naamloos 1 1 soolmaaN
Direct Mail Naamloos 2 2 soolmaaN
Event Marketing Naamloos 3 3 soolmaaN
Radio/TV Ads Naamloos 4 4 soolmaaN
E-mailing to rented list Naamloos 5 5 soolmaaN
Print Advertising Naamloos 6 6 soolmaaN
001 57 05 Source: MarketingSherpa, Marketing and the75
52 00 25 50 Economy100
Survey
31. Which Marketing Budget will you adapt?
-100% -75% -50% -25% 0 +25% +50% +75% +100%
Social Media Social Media aideM laicoS
Paid Search Paid search hcraes diaP
Telemarketing Telemarketing gnitekrameleT
Online Display Advertising Online display ads sda yalpsid enilnO
Mobile Marketing Naamloos 1 1 soolmaaN
Direct Mail Naamloos 2 2 soolmaaN
Event Marketing Naamloos 3 3 soolmaaN
Radio/TV Ads Naamloos 4 4 soolmaaN
E-mailing to rented list Naamloos 5 5 soolmaaN
Print Advertising Naamloos 6 6 soolmaaN
001 57 05 Source: MarketingSherpa, Marketing and the75
52 00 25 50 Economy100
Survey
32. 1 Enterprise 2.0 | Background
2 How we did it | Best Practices
33. Main Challenges
...and what we did to tackle them
No structured approach to innovation | Design a strategy around it
Little influence on product innovation | Services around the product
The rise of Enterprise 2.0 | Start using new tools. Slowly
New (online) technologies | Experiment for in/external use
A lot of communication | Development Internal Social Media
34. BlogBuster
Internal blog, by everybody, for everybody.
MyID
Idea collection and selection.
BoTcast
Weekly audio or video about the company.
NetVibes
Employee-specific RSS reader.
Wiki
Company Knowledge Centre
FF Polsen
Poll feature, to be used by all.
35.
36.
37.
38.
39.
40.
41.
42.
43. 1 Enterprise 2.0 | Background
2 How we did it | Best Practices
3 Let’s opinionate! | The Floor is Yours
44. What would be your main
hurdles when introducing
these tools?