As always the missing parts, ie. the audio parts and the discussions we had during the workshop would be much more interesting but can't be shared publicly ...

1. Unternehmen und das Social Web
Spielerei, Pflichtübung oder Gelegenheit zum Punkten
(und wenn ja, bei wem?)
Vortrag beim VDMA, Arbeitskreis Presse- und Öffentlichkeitsarbeit
26.2.2010
Martin Koser
frogpond _ enterprise collaboration consulting
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2. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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3. http://www.flickr.com/photos/randysonofrobert/439380528/sizes/l/
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4. frogpond?
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5. CC-by Attribution-No Commercial-Use ____ 2010 frogpond

6. I'm a Blogger
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7. I'm a Blogger Consultant
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8. CC-by Attribution-No Commercial-Use ____ 2010 frogpond

9. Web 2.0 Expert
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10. Not so much of a PR guy
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11. What do I do? Consulting, organizing and facilitating ...
Aufgabe ... mit (Enterprise) Social Software Organisationen
bei der Erfüllung ihrer Aufgaben helfen
Beratung ... „hands on“ Projektarbeit statt „hit, bill and run“
Leistung ... Fragen beantworten und stellen, analysieren, konzipieren,
Projekte begleiten und managen ...
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12. I am not alone
http://www.flickr.com/photos/moriza/65440175/
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13. How to judge social media consultants
(five trick questions)
"Do You Have Clients?"
"What's the Difference Between Having a Social Media Presence vs. Having
a Strategy?"
"Are You Going to Ask Me About My Larger Objectives?"
"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to
Sustain the Program?"
Finally, "How Will Our Social Media Strategy Complement Our Overall
Customer Experience?"
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14. http://www.flickr.com/photos/camshafter/2514992069/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond

15. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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16. Potentials
… for Enterprises?
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17. nobody wants to see any more slides with
the Gartner hype cycle ...
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18. … or psychedelic 2.0 colours
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19. … but quite often they're worth the deal
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20. … but quite often they're worth the deal
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21. … but quite often they're worth the deal
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22. Some models are useful – 4Cs of Web 2.0
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23. Web 2.0 !
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24. Web 2.0 ist mehr ...
einige Trends der digitalen Wirtschaft
Digitale Wirtschaft
Weblogs
Wikis
Web 2.0
Tagging und Folksonomy
Social Software Social Software
Soziale Netzwerke
Social Media Enterprise 2.0
Architecture of Participation
neue bzw. andere Organisationsformen
"User-generated" Content
Wisdom of the Crowd
"Do It Yourself"-Wirtschaft
Long Tail
RIA Rich Internet Apps
Office 2.0
APIs & Web As Connected Platform (Mash-ups)
Online-Gemeinschaften
AJAX, RSS, RDF, XML etc.
SOA, SaaS, ...
Perpetual Beta
Open Innovation
...
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25. Nothing new under the sun?
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26. Some models are useful – 4Cs of Web 2.0
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27. Communication, Cooperation, Connection,
Collaboration?
● Social Web - für das soziale Miteinander
gedacht
● auch im B2B? Oder wird hier ein B2C-Muster
zweckentfremdet und mißbraucht?
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28. Viele, viele „Studien“
● Burson-Marsteller Social Media Checkup
● IAB Social Media Buyer's Guide
● Pew Internet and American Life Project Study
● ...
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29. Viele, viele Bücher
● Rawn Shah: Social networking for business :
choosing the right tools and resources to fit
your needs
● …
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30. Wollen wir experimentieren?
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31. vielleicht finden wir einen Schatz ...
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32. Zweiwegkommunikation
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33. Good fortune is what happens when
opportunity
meets with planning
http://www.flickr.com/photos/clagnut/252185030/sizes/l/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond

34. Overall idea:
Getting into action mode is interesting
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35. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct?
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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36. There's lot of choices …
… on the Internets
Well, more means of communication (but not
necessarily more methods or principles, right?)
http://theconversationprism.com/2009/03/30/the-conversation-prism-20/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond

37. http://www.ethority.de/weblog/2009/09/21/ethority-prasentiert-das-erste-social-media-prisma-fur-den-deutschen-markt/
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38. ein Chart für diejenigen, die immer noch
denken, mit einer Pressemitteilung wäre
der Job getan
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39. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct?
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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40. Why Social Media fails Companies ...
(sometimes, too often, always)
Social Media is not an end in itself. Companies do
not exist for the purpose of taking part in the
blogosphere - they exist to sell products and
services.
Yet, competitive advantage relies on informed
decision making, insight, understanding,
motivation and stakeholder management – social
media can contribute.
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41. Internal collaboration and modified
knowledge processes
Knowledge - its content and its organization
- is becoming a social act.
David Weinberger, Everything Is Miscellaneous: The Power of the New Digital Disorder
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42. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct?
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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43. Implementation
http://www.flickr.com/photos/mojodenbowsphotostudio/793213945/sizes/o/
Strategies and Pitfalls
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44. Way more than IT tools
http://www.flickr.com/photos/deanj/2398424227/sizes/l/
… ahh, but do we need to forget about all those nifty shiny cute fabulous
(a-bit-expensive-but-hey-they're-worth-it-in-gold)
tools?
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45. Tools are cool
http://www.flickr.com/photos/daveiam/2805765973/sizes/l/
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46. Cool tools?!
Intranet 1.0
http://flickr.com/photos/jurvetson/3833286/ CC-by Attribution-No Commercial-Use ____ 2010 frogpond

47. Cool tools?
„Corporate newsrooms are traditionally self­serving
repositories of grandiose corporate gobbledygook
and steroidal marketing fluff. Real news and
information is hard to find, hard to understand and
even harder to realistically use.“
Corporate Newsrooms
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48. Cool tools!
Corporate Newsrooms
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49. I say there's no magic bullet
You need to start with a clear understanding of
your goals ... then learn which tools (make that
platforms) can help you achieve those … right,
this happens through various and mysterious
ways (adoption is key) … while you need to push
longer than the organizational attention span …
and then ...
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50. I say there's no magic bullet
Make it easy for people to participate ... push
content out to (ALL) community members in the
format they choose to keep the community at the
forefront of their minds ... If they like e-mail, give
them e-mail … If they like RSS, give them RSS ...
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51. Implementation takes time
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52. Useful Model?
No, really ...
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53. Vorgehensmodelle (1)
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54. Vorgehensmodelle (2)
Organisatorische ORGANISATORISCHE
Organisatorische
Zielbildung PLANUNG
Planung
ORGANISATORISCHE
Organisatorische
DIAGNOSE
Diagnose
ORGANISATORISCHE
Organisatorische Organisatorische
REALISATION
Realisation Implementierung
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55. On with implementation ...
Enforcement
Concept Context
Problem-adequate Context-adequate
solution solution
Adaption
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56. Implementation
Durchsetzung Angleichung
= Anpassen des Kontexts = Anpassen des Konzepts
Kontext sensibilisieren Konzept sensibilisieren
Personal - Fit
Kommunizieren
Technologie - Fit
Qualifizieren Strategie - Fit
Motivieren Struktur - Fit
Organisieren Kultur - Fit
...
Kontext substituieren Konzept substituieren
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57. Pick areas large enough to matter
Concept
(Modules)
Whole Pilot - America -
concept
Strategy Strategy
Part of Cuba - Module -
concept
Strategy Strategy
Context
(Arenas)
Part of Whole
company Company
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58. Pick battles small enough to win
Konzept Kontext
einpassen ...
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59. Innovate for the future present
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60. Innovate for the future present - cntd.
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61. Innovate for the future present - cntd.
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62. Need some Catalyst? err, Consulting?
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63. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct?
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
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64. Strategic Alignment
Social media tools are employed against* a
business and communications strategy.
* in accordance with not versus
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65. Strategic Alignment
Social media tools aren’t strategies themselves.
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66. How to judge social media consultants
(five trick questions)
"Do You Have Clients?"
"What's the Difference Between Having a Social Media Presence vs.
Having a Strategy?"
"Are You Going to Ask Me About My Larger Objectives?"
"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to
Sustain the Program?"
Finally, "How Will Our Social Media Strategy Complement Our Overall
Customer Experience?"
CC-by Attribution-No Commercial-Use ____ 2010 frogpond

67. How to judge social media consultants
(five trick questions)
"Do You Have Clients?"
"What's the Difference Between Having a Social Media Presence vs. Having
a Strategy?"
"Are You Going to Ask Me About My Larger Objectives?"
"Are You Hoping to Create Social Media Content FOR Us or TEACH Us to
Sustain the Program?"
Finally, "How Will Our Social Media Strategy Complement Our Overall
Customer Experience?"
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68. Large Organizations are Complex
Large corporations and mature businesses = a larger degree of internal
complexity, and therefore, more complex strategic plans.
Creating strategies for this type of organizations requires a more detailed
understanding of the business, in a way that is possible to orchestrate
their multiple aspects involved.
In other words, the strategic plan serves a blueprint to help the
business to organize itself and align the effort of many different units and
departments.
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69. What to do?
● Actions > Words
● Actions = f ( Concepts)
● Concepts, err, rather pragmatic heuristics
● Heuristics = Bundles of principles, methods & tools
● ...
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70. developing a customer-centric strategy ...
●
customer-centric Actions > Words
● Actions = f (customer-centric Concepts)
● Concepts, err, rather pragmatic customer-centric heuristics
● Heuristics = Bundles of principles, methods & tools
… customer-centric, yes
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71. Consultant = Storyteller
http://www.flickr.com/photos/brashlion/2509299954/sizes/o/
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72. Consultant = Change Facilitator
http://www.flickr.com/photos/denisdefreyne/1040165363/sizes/l/
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73. That's it, folks
Contact:
www.frogpond.de
enterprise collaboration consulting
mk@frogpond.de
Skype: mk.frogpond
http://twitter.com/frogpond
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74. Social Web - potentials for B2B enterprises?
Emerging communication channels – interactive and direct?
Social Media Engagement - WTF or FTW?
Implementation – some strategies and many pitfalls
Lifehacks and Action Items - monday morning exercise
Q&A
CC-by Attribution-No Commercial-Use ____ 2010 frogpond