One of the key topics in current discussions about social media is how to measure results. But, when one digs deeper into the topic, what emerges is that the issue is not so much how to measure, but rather to simply measure something.
According to Prescient’s recent Intranet 2.0 survey, 89% of organizations do not track the ROI of social intranet initiatives. The stat is similar to a survey from Marketing Profs, in which 70% of respondents said their companies are not adequately measuring social media initiatives.
As noted in The social intranet is growing: what are you doing about it?, developing the right baseline metrics for social media—both for internal and external initiatives—can be problematic. The data may not exist yet, or results may be difficult to quantify.
Nonetheless, knowing how to measure success, while difficult, is a necessity, and targeting participation is an excellent place to start because it recognizes that the social media will only be as good as the quantity and quality of participation from users. In the case of the social, intranet that’s not to say that success requires 100 percent of employees contributing content, but a vibrant 2.0 intranet will require a high percentage of employees to be contributing, responding and engaging with the content.
When setting out to achieve an appropriate level of employee participation, start by asking yourself how you will deliver return on participation. While still a fairly new concept, return on participation is becoming essential in the social media realm, in which participants must perceive the benefit to their engagement.
This simple concept is easy to assess: do you actively listen, and do you visibly take action based on what you hear? It is most elegantly stated by Dell’s slogan: “You talked. We Listened.” The company demonstrates strong return on participation through EmployeeStorm, which allows Dell’s 80,000 employees to post and discuss ideas on topics ranging from product upgrades and innovation to critiques of company policies, facilities improvements and benefits.
Writing on her Social Workplace blog, Elizabeth Lupfer reports that
• Dell has implemented nearly 200 of the 10,000 or so ideas that have been posted on IdeaStorm.
• When customers suggested that Dell develop a product with a backlit keyboard that would make night computing easier, the company responded by making backlighting an option on some Latitude notebooks.
• A discussion on the EmployeeStorm site led Dell to release a laptop with design and features specially tailored to fans of the online game World of Warcraft.
• Clearly, Dell enjoyed measurable business returns from the ideas generated through EmployeeStorm. But without employees seeing an obvious return on participation—as evidenced by the ideas that were acted upon—the tool would not have received the contributions required to make it a valuable source of new ideas.
For more on securing participation, read Strive for social intranet participation.
And register for Prescient’s webinar on October 26th at noon, 10 Steps to a Social Intranet.
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Wednesday, October 20
Deliver return on participation
by
Julian Mills
on Wed 20 Oct 2010 08:20 AM CDT
Monday, September 27
Measuring social media success
by
Julian Mills
on Mon 27 Sep 2010 05:55 PM CDT
Of the many impressive statistics I came across while researching a presentation delivered in Toronto today called “Measuring New Media Marketing Impact & ROI,” the one that stood out is how many people don’t measure their social media activities. It’s striking because while measuring ROI is challenging, failing to collect data will make it impossible to prove business value of any kind.
Mashable has reported 84% of social media programs do not measure ROI , and Marketing Profs, in a report that social media ROI is elusive, features a poll showing that 70% of marketers say that their companies do not adequately measure their social media initiatives. The smell of success The results of the hugely successful Old Spice campaign demonstrate the statistics available to social marketers: • As of July 18th, the videos have attracted 94 million views on YouTube, making it the all time most viewed sponsored channel. • In a demonstration that P&G and their agency get the need to participate in the conversation enabled by social media, they created 186 personalized responses to questions they solicited. These have received 34 million aggregate views, a billion PR impressions in a week, attracted 80,000 Twitter followers, a 630,000 Facebook fan base, increased fan interaction by 800%, increased Traffic to OldSpice.com by 300%. While impressive, the numbers do not instantly translate into ROI, which is based on a simple formula derived from knowing the cost and benefit of a marketing activity. Writing in AdAge.com, Jack Neff notes that for the four weeks ended June 13, possibly the best month ever for P&G body wash, Old Spice’s sales were up 106% from the prior-year period, jumping 4.8 share points in a category that grew 17.7%. During this period, however, P&G also did a national drop-off of high value coupons, which also increased Gillett body wash sales by 277% (another P&G brand). “How much of Old Spice's recent gains... come from [the] ads and how much from the coupons?” asks Neff. "’It's impossible to know,’" said P&G spokesman Mike Norton.” You can’t miss what you don’t measure Because Prescient is a long-time advocate of measuring web success, we understand how difficult it can be to develop ROI for web initiatives, and social media programs are no exception. While numbers to support a compelling ROI may be difficult to compile, however, the sample list of possible metrics for social media success demonstrate that there are numerous options for measuring initiatives. Cost savings • Issue resolution time • Percentage of issues resolved online • Account turnover • Employee turnover • Hiring/recruiting • Training costs • New product ideas • Development cycle time • Product/service adoption rate Revenue & Business Development • Speed of sales cycle • Number/% of repeat business • % customer retention • Transaction value • Referrals • Net new leads • Cost per lead • Conversions from community Activity & Engagement • Members • Posts/threads • Comments or ideas • Inbound links • Tags, votes, bookmarks • Active profiles • Referrals • Post frequency/density Awareness & Value • Brand loyalty/affinity • Media placements • Share of conversation • Sentiment of posts • Net Promoter Score • Interaction with content Not only are there a wide range of measurable benefits, there is a proliferating range of tools for measuring them. Bill Hartzer, for example, provides a useful guide to 11 social media monitoring tools. While campaigns like Old Spice are attracting a lot of buzz, they are also proving value. Not everyone can hope to achieve the same impressive numbers, but anyone running a social media campaign should have some sense of the desired outcome, and an idea for the numbers that will prove the value of their efforts. Friday, September 24
Five actions for SMB social media success
by
Julian Mills
on Fri 24 Sep 2010 03:45 PM CDT
This week brought encouraging signs that the small and medium size business (SMB) sector is not only aware of the benefits of social media, but is actively and enthusiastically looking for ways to use it.
Forbes reported a study from the UK by Daryl Willcox Publishing, that shows 54% of SMBs are using social media to promote their businesses, double the number using these sites in December 2009, with 35% posting daily updates to sites such as LinkedIn, Facebook, and Twitter. The SMBs’ enthusiasm for social media is shown by the fact that 60% credit social media with positively impacting their businesses Furthermore: • 46% said their company's brand awareness has increased • 36% have attracted new business as a result of their social media efforts Given that SMBs are frequently built through relationships, it’s no surprise that the majority of small businesses use it to make connections: • 68% use social media for networking • 63% tap these sites to attract new customers • 61% leverage social media to increase brand awareness • Only 14% use social media merely because others are doing so, while 12% only use the sites "for the sake of gathering followers." I experienced this interest and enthusiasm while presenting at Agfa’s Converging Marketing Trends - Print & New Media seminar at the imaging manufacturer’s new Canadian corporate headquarters in Mississauga, ON. The audience of over 100 consisted primarily of sign and commercial printers, and a show of hands demonstrated that their interest and participation rate reflected the data reported by Forbes (notably the emphasis on LinkedIn). Interaction after the session demonstrated that they are enthusiastically looking for ways to apply social media to benefit their business. In the presentation, which Agfa has posted to Slideshare, I presented the following five actions for SMBs to succeed with social media. Understand and use social media Follow up in the days after the session demonstrates that there is an interest in understanding more, and an appreciation for easy to initiate steps like setting up an iGoogle home page to begin working with RSS right away. Know what you are authentically good at doing Large companies like Wells Fargo, Dell or Ford are demonstrating that success requires both active participation in social media and a conscious effort to improve core business competencies. Similarly, it’s not enough for a company to simply join LinkedIn or launch a blog. A company must have a relentless focus on knowing what it does better than any other company—building cars or producing high impact graphics on unusual substrates, for example—and let that competence become evident through participation in social media. Perception = permission One interpretation of “customer permission” is to ask, What permission will my customers give me to offer them new products or services? That permission will be based on how they perceive your competence now. In a case study published by Harvard Business Review, for example, Madden Communications dramatically improved revenue by earning the permission to move from printing POP material to managing the complete production and display of their customers’ collateral. Social media provides an excellent platform for establishing knowledge leadership and engaging in the types of relationships that earn SMBs the opportunity to expand their business. Integrate your activities SMBs live in time-starved environment, in which the important and urgent tasks like delivering products and services leave little time for sales and marketing. Other than the very low cost of social media, one of its main benefits to businesses in this sector is the ease with which content can be efficiently utilized across platforms. Integrating activities—write an article for your newsletter, post it to your site, utilize a chunk in your blog that links to the site, announce the blog post in Twitter—enables companies to efficiently participate in a number of different channels. Act on the good ideas The final piece of advice to the audience was to commit to finding one idea that they would assign to an individual to execute along with a deadline for accomplishment. Like any SMB, the participants in the session were going to face bulging inboxes as well as staff and customers demanding their time once they left Agfa’s plant. Deciding to act on even one good idea will likely result in an advantage over a competitor who only thought about doing something. Based on the feedback in the days after the session, a number of attendees pursued this course of action: which is more encouraging than any statistic on social media usage. Wednesday, April 28
Familiarity drives the social intranet
by
Julian Mills
on Wed 28 Apr 2010 03:28 PM CDT
Even if you’ve not come across the term before, you are quite likely to be familiar with the concept of the “social intranet.” As defined by Toby Ward, President of Prescient Digital Media on his Intranetblog, the social intranet is:
An intranet that features multiple social media tools for most or all employees to use as collaboration vehicles for sharing knowledge with other employees. A social intranet may feature blogs, wikis, discussion forums, social networking, or a combination of these or any other Web 2.0 (intranet 2.0) tool with at least some or limited exposure (optional) from the main intranet or portal home page. In other words, the social intranet is based on social technology that millions of us use every day, enabling an often neglected resource to address business challenges common across all sectors: knowledge worker productivity, collaborating across silos, recruitment and retention of talent, for example. The increasing familiarity of the tools described by Toby is essential for driving adoption of the social intranet. As the following numbers demonstrate, the spectacular growth of social media stems from the intuitive usability of the tools and their ability to enable us to interact with one another naturally. When combined with seismic demographic shifts and a compelling cost-benefit equation, the social intranet is a term you can expect to hear in board rooms across the world. Explosive growth in scalable, intuitive technology Throughout 2009, according to comScore, Social Networking continued to gain momentum with 21.5 million unique visitors in Q4, up 5% from Q1. With a reach of 88%, the category accounts for 2 out of every 5 visits over the Internet in Canada. The category now accounts for 15 percent of all time spent online and 19 percent of all pages viewed in Canada, making it one of the most engaging activities across the Web. In addition, • 75% of Americans use social technology (Forrester) • 66% of the global intranet population visits social networks (Nielsen) • 1,382% monthly growth rate of Twitter users from January to February, 2009 • 5 billion minutes spend on Facebook every day. With social media now an integral part of our day-to-day personal lives, we will expect it to play a role in our professions. The Net Generation is in your building According to Neilsen, 93% of social media users believe a company should have a social media presence, and that includes within your firewall. Millions of people are spending billions of hours on social networking sites because they want to share the OMG cat meme with their friends. But they are also doing so because it enables efficient, productive collaboration with communities around the globe. The Economist reported that Facebook has one engineer for every 1.1 million users, enabling the company to scale extremely rapidly to manage the explosive growth of its platform. And have you ever heard of a suggestion that Facebook needs a help desk? The intuitive performance of social media technology creates the expectation that companies will make it available to employees. As one client heard from a new hire, “I have better technology in my living room than you’re giving me here.” Demographics are an obvious driver for the social intranet, given that a generation that has grown up with digital technology is now on most company payrolls. One Canadian financial institution, for example, has seen Generation Y grow from 10% to 34% of its workforce in six years. At that growth rate, Generation Y will account for over 50% of its workforce in 2012. How does that affect the workplace? Research suggests that young people may perceive inadequate technology as an indicator of an organizational culture that does not offer them interesting opportunities. Consider a study conducted by IT services firm Telindus, which found that: 39 per cent of 18 to 24 year-olds would consider leaving if they were not allowed to access applications like Facebook and YouTube.is less acute with 25 to 65 year-olds, of whom just 16 per cent would consider leaving and 13 per cent would be annoyed But don’t expect these concerns to only come from young people. The stats are in, and essentially every demographic within your organization is participating in social media. Learn more about the social intranet To learn more about this important concept, listen to Toby Ward and social software leader Dan Latendre in an educational webinar as they walk you through the definition, prevalence and importance of social intranets, supported by recent statistics and case studies. During this 60-minute webinar, based in part on Prescient’s Social Intranet White Paper, discover: • The business drivers for social intranets • Where your intranet stands in relation to others in the industry • What key metrics are critical for planning, deploying & evaluating a 2.0 intranet solution Register now: http://info.igloosoftware.com/forms/WebinarRegistrations-SocialIntranet Monday, September 28
Do I post the Eddie Izzard video?
by
Julian Mills
on Mon 28 Sep 2009 08:19 AM CDT
(Vancouver) Seconds after finding the photo of a squirrel inserting itself into a tourists’ self-timed shot, I’d posted it to Facebook. But when I came across an Eddie Izzard routine on Youtube, I thought about posting it… and then e-mailed it to a few friends.
Making decisions about where and how we share amusing things is becoming a daily part of our lives when living in a social media world. If we’re conscious of the implications of our decisions, we can engage with a social and professional network around the world. If we’re unconscious about these decisions, we can inadvertently alienate the very people we’re trying to connect with. We are becoming aware that social media increases the focus on our personal brands. Individuals, like organizations, are learning that there are risks to unconsciously allowing an online identity to come into existence, and benefits to consciously using social media tools to creating a strong brand, requiring understanding the 4 Ps of marketing yourself in a social media world. But managing your personal marketing mix doesn’t have to be complicated. Just apply the same standards to social media as you would in a social function in which you don’t know everyone. We are not amused I paused about sharing the Eddie Izzard video, in which he delivers a hilarious monologue about Darth Vader trying to order lunch on the Death Star, because he swears and not everyone is comfortable with such language. And he’s dressed in makeup and drag, and not everyone is comfortable with that either. I knew the friends I sent it to would not take offense, and would enjoy the insights about the nature of power in bureaucratic organizations. The responses back confirmed this perspective, ranging from: “brilliant: his early stuff is the cream” (theatre director in Dublin); to “fascinating example of what happens when an organization becomes so large that employees can only identify with their immediate supervisor” (VP with bank in Toronto). I also know that others don’t find swearing and men in makeup to be amusing, which is why I didn’t post the video on Facebook for everyone to see. Not only did I wish to avoid potentially offending people within my network who may not share this sense of humour, Facebook has become an extension of the work environment. This means the same rules that apply at a social business function now apply online, such as not telling a joke that some may find offensive. The real you? In the words of the authors of Throwing Sheep in the Boardroom, “Our personal selves—or ‘true’ identities—are usually banished from the organizations and institutions that formalize our relations with the world. Apart from genuine eccentrics, most of us instinctively keep in check our personal identity, which is concealed awkwardly behind a rigidly polite mask when we are interacting with strangers, conversations with colleagues and dealing with bureaucracies.” A growing number of people are coming to the realization that they will need to calibrate their personal identity on social networking sites. A recent survey conducted by CareerBuilder and featured in eWeek, in which 2,600 hiring managers participated, found that: • 45% of hiring managers had used social networking sites to research candidates, which is more than double from last year. • Approximately 35% of potential employers found “eye-brow raising” content that caused them to pass on a candidate. The hesitation over the Eddie Izzard video was due to an awareness that while some people may find it to be a funny take on a powerful leader defeated in the execution of a mundane task, others might find it to be eye-brow raising. No indecision with a squirrel crashing a photo, though: furry woodland creatures are incapable of giving offense. Tuesday, August 25
Learn from web history: find the business value
by
Julian Mills
on Tue 25 Aug 2009 03:08 PM CDT
The definition of insanity, according to Steven Covey, is to keep doing the same things and expect different results.
When it comes to web strategy—for both internal and external web presences—some people behave as if Covey’s definition doesn’t apply. Cool new technology keeps coming along that, by its nature, enables us to do things differently, guaranteeing that we will see different results. The latest wave of this game-changing, new-results-generating technology is social media, or intranet 2.0 when utilized within an organization. The promise is substantial, especially when costs are factored in. According to the results of Prescient’s Intranet 2.0 Global Survey (561 organizations of all sizes from across the planet), for example, 46% of those with 2.0 tools have spent nothing or very little on the solution. So are these inexpensive, powerful tools delivering satisfactory results? Not yet: • Satisfaction rates with executives is dangerously poor: 38% of executives rate the 2.0 tools as poor or very poor; a lowly 23% rate them as good or very good. • Employee satisfaction is almost as poor: 35% of organizations say employee satisfaction with the 2.0 tools is poor or very poor; only 27% rate the tools as good or very good. These results do not reveal intrinsic flows in Intranet 2.0 technology, but rather suggest that some people are forgetting George Santayana’s observation that those who cannot learn from history are doomed to repeat it. In the case of intranets, for example, it wasn’t that long ago when organizations saw an opportunity to deploy the same cool web technology that had revolutionized external communications to enhance internal effectiveness by building an intranet. While some organizations enjoyed strong results from their intranets, many others discovered that easy-to-use technology created site proliferation which resulted in the number one complaint of intranet users: I can’t find what I’m looking for. The lesson from successful intranets is the importance of measuring success and linking the site to an organization’s unique business objectives, rather than simply building and launching without a plan. One company that has developed a strong set of metrics to prove intranet success is Sodexo. Their intranet dashboard, which is visible to all intranet visitors, presents such data as: the percentage of employees that view the intranet as a valuable resource that helps them do their job; and the percentage that thinks their division makes good use of the intranet to communicate with the field. While this data is important for proving the need for an intranet, according to Angelo Ioffreda, who was Vice President, Internal Communications, Sodexo, for a team that wants to gain the perception that the intranet will address a company’s unique challenges the best advice is: “look at your business.” In Sodexo’s case, that meant adding value to a dispersed workforce by contributing productivity, effective and efficient communications (including reducing print) and enabling people to find one another. The lesson for intranet 2.0 is clear: those organizations that develop a strategy founded on clear business value and a measurable plan for execution will achieve breakthrough success with the technology. Those who ignore their history lesson and repeat their mistakes will start to experience Covey’s symptoms of insanity Friday, June 19
Social media: building the case
by
Julian Mills
on Fri 19 Jun 2009 02:37 PM CDT
Social media adoption has accelerated on the corporate intranet, led by blogs, wikis and discussion forums. Despite a low cost of entry—often below $10,000—adopters are not reporting outstanding satisfaction with the investment, especially among the executive ranks, driven by inadequate planning and weak or non-existent business plans. This data is contained in the results of the Intranet 2.0 Global Survey, which included the participation of 561 organizations of all sizes from across the planet. Cost of Intranet 2.0 Intranet 2.0 technology is cheap. Of those organizations that have implemented 2.0 tools, almost half have spent $10,000 or less on these tools:
Satisfaction Satisfaction levels with Intranet 2.0 tools is low:
Barriers to implementation Of those organizations that have not implemented 2.0 tools, lack of a business case, executive support, and IT support are seen as the top barriers:
Recognizing that during times of economic downturn, organizations are seeking to discover new ways to make the most of their investments, but too many fail to understand the intranet's value and potential to increase business performance, Prescient’s next webinar in its monthly series will focus on developing a business case for internal web initiatives. Join this free webinar to learn how to motivate executives to resource your intranet or social media initiative. · Date: · Location: Free Webinar See Winning support for your intranet/intranet 2.0 initiative (free webinar) Tuesday, June 2
Website strategy best practices
by
Julian Mills
on Tue 02 Jun 2009 05:15 PM CDT
An all too common complaint from web managers is that their website does not enjoy the support from executives it deserves. But is lack of support the fault of the executives who fail to grasp internet value, or the web manager who fails to talk their talk and present the website value in a concise, impactful way that will motivate executives to support the web? The fault lies squarely with the web manager, according to a practical, helpful white paper “Best Practices for Creating a Web Strategy: What Web Managers Need to Know,” produced by J. Boye, a vendor-neutral analyst firm. “The key is to make the problems tangible enough, so they can be understood by executives who generally have little web understanding,” say the report's authors Dorthe R. Jespersen and Peter E. B. Nissen of J. Boye. “It is crucial to speak the language of top management. Focus on high-level business problems, rather than low level problems and technical details. Such details may be problematic in the everyday life of the web manager but they are of little importance to the organisation’s key tasks.” In addition to the helpful suggestions on how to present the strategy to executives in a meaningful manner, the report provides many practical ideas and examples on how to avoid the six common pitfalls of developing a web strategy, which the authors identify as:
The document makes a strong case for the benefit of utilizing the services of neutral, third-party expert to assist with the strategic plan, but it emphasizes the importance of having the web manager take responsibility for developing it. “We don’t advise that you let someone else write your web strategy,” the authors observe. “You need to go through the process yourself, involving stakeholders along the way. If not, you will probably have a hard time implementing it because of lack of buy-in across the organisation and lack of knowledge of the strategy process inside the organisation.” While most strategy books are targeted at the CEO-level, this 35-page report guides the web manager in creating a solid web strategy that speaks to the executive suite. Although the report is targeted mainly at the web managers for public websites, much of the advice will also apply to intranets.
The report is supported by research gathered from interviews with 19 European organizations—including governments, for-profit enterprises and NGOs—and draws on collected experiences with web strategy from several conferences and a European community of practice with 250+ members facilitated by J. Boye. Download the report Best Practices for Creating a Web Strategy: What Web Managers Need to Know. Sunday, April 5
Encouraging anecdotal signs in social media
by
Julian Mills
on Sun 05 Apr 2009 07:16 PM CDT
Talk about how social media is gaining traction often focuses on the hard data that prove business value, or focuses on case studies and research that demonstrate best practices or key trends. In my role, I’m privileged to interact with people from across North America who are thinking about how best to evaluate and deploy the new social media tools, which provides a useful set of anecdotal experiences to complement the data. And three recent exchanges demonstrate very encouraging signs about how people are using the efficiencies of social media to create value; how consumer applications are revealing business value; and that grassroots knowledge is receiving support by enlightened leadership. Social value One of the truly exciting features of social media is that it provides easy-to-use technology that enables people to be much more efficient at interacting with one another. It’s a simple concept, but every day brings a surprising new example of how it works. For instance, the other day a colleague showed me Trapster running on his iPhone. Trapster is a mobile application that lets you see and share the location of speed traps right on your mobile phone or Is this a new way of interacting with one another? No, motorists have flashed their headlights to alert fellow drivers to speed traps for decades. But now a socially-minded driver can reach potentially millions of other drivers rather than a handful. It also demonstrates how social media creates a value proposition that vastly exceeds the older technology it replaces. In this case, Trapster is not only more effective than a radar detector, it’s also tolerated by the police. The application’s website quotes Bill Johnson, Executive director of the National Association of Police Organizations, as saying: “If someone slows down because of it, it's accomplishing the same goal of trying to get people to obey the speed limit." Consumer apps reveal business value One of the genuinely fascinating aspects of our projects that focus on bringing social media into the enterprise—often called intranet 2.0—is observing how consumer grade software is challenging organizations to improve internal functionality for their employees. Last week, I conducted a business requirement interview with a Vice President of one of our clients, a multi-national financial services company that is assessing how to improve their intranet. “Building in the capability to add widgets is smart,” he observed. “I would take advantage of that, but I have an iPhone with 24 apps. If we advertised internally that there are 24 apps, that would engage staff, even if it was a simple weather forecaster or what’s for lunch in the cafeteria.” Not that along ago, a common complaint from younger workers was the executives don’t “get” new technology because they don’t use it. Increasingly, executives are starting to use the technology, and rapidly perceive how it can add value to their businesses. Grassroots knowledge, enlightened leadership Successful social media deployments require knowledge and commitment at the grassroots level to understand the technology and put it to good use. My experience, supported by data, suggests that the grassroots is often ahead of the organization’s leadership, which causes that important energy to be dissipated. Last week, I met an IT Director with a large healthcare organization that is developing a new web strategy to support an important development in the organization’s direction. Healthcare entities often perceived to be trailing their users in the utilization of innovative online technology, but this Director was already anticipating how the organization’s clients would want to interact with them using mobile technology, and showed me how he uses Digg on his iPhone to follow the Linux community in which he participates. The organization was also experiencing a common phenomenon for large entities: an employee had started a Facebook group in which employees were discussing the organization’s new direction. A new, 50-something CEO had just come on board, and there was curiosity about what tone he would set for the web strategy. The questions were answered when he requested a blog on his first day, and joined the Facebook group. A boomer CEO of a supposedly conservative organization participating actively in social media is an anecdotal data point that promises we are about to see some exciting new developments in the deployment of social media. Measuring Intranet Success in the Real World. April 30th, 12 EST. Register today. Saturday, March 28
Healthcare catches the social media bug
by
Julian Mills
on Sat 28 Mar 2009 07:28 PM CDT
Even if you don’t work in healthcare, there’s a good chance you’ll be following recent health Web 2.0 developments with interest. The Medpedia Project, for example, will bring a wikipedia approach to health information, and Google Health, the personal ... more » Saturday, March 14
Would your CEO buy you a beer?
by
Julian Mills
on Sat 14 Mar 2009 02:44 PM CDT
With all the hype created by the Internet, it’s easy to forget that web technology rarely creates something new. It enables people to do the things they’re already doing, but do it more effectively. So in many cases, successfully utilizing web technology doesn’t require technical knowledge alone; it requires a commitment to accomplish a business goal. In the web world, the winners aren’t those with technology—because everyone has access to the same tools—success is driven by leaders who focus on a business goal and understand how to use technology to achieve it. Amazon didn’t create an interest in buying books; it allowed the transaction to be more efficient. And people were finding buyers for stuff they no longer wanted before craigslist came along. Jeff Bezos and Craig Newmark didn’t create the need; they had insights into how to use web technology to meet the need more effectively. Of course, this increased effectiveness can be transformative. Amazon not only trashed the model by which books were sold, produced and inventoried, it created an opportunity for the company to gain unprecedented customer insight and sell more than books. And then trash other companies’ business model. Craigslist evaporated newspapers’ classified advertising revenue, causing them to lose a crucial source of profit and accelerated their decline in the digital era. One of the most hyped benefits for the latest Web trend—social media—is the competitive advantage being gained by companies that embrace innovation through collaboration. There is no doubt that social media delivers important business benefits, and it’s important to understand the technology such as wikis and social networking that allow collaboration to take place more effectively. But we can’t forget that, just as people bought books before Amazon appeared, some companies have always innovated through collaboration, and enjoyed a competitive advantage as a result. And they didn’t do it because of technology; they did it because they had leaders who established a culture of collaboration, and saw past the risks of allowing their employees to engage with each other and focused instead on the benefits. While preparing a recent webinar on integrating social media into an intranet strategy, I was reminded of one such company I visited in the mid-90s while working as a magazine editor. It was a new entrant into an established vertical, and had succeeded in introducing disruptive technology well ahead of the established players. The visit finished on a Friday afternoon, so we were invited to participate in their weekly “beer day,” when one department bought beer for the company. I complimented the CEO on allowing his people time to relax, and he responded by saying it was all about facilitating collaboration, observing that their meeting rooms were usually booked on Monday because teams of engineers realized they were working on projects that could benefit from knowledge sharing. No wiki needed, just old school silo-erosion through socializing. One of the key findings emerging from Prescient’s Intranet 2.0 Global Survey is that some of the main barriers to implementing Intranet 2.0 is securing executive support and complying with corporate policies. For example, leaders who ban Facebook because they think it allows staff to goof off, or Legal Departments that won’t allow blogs because staff may say something inappropriate. It’s not hard to imagine how these same groups would react to “beer day”: don’t allow it because an engineer might drink too much and say something rude, or the company could incur liability from drinking and driving. For those who grasp the business benefits for Intranet 2.0 but struggle to figure out how best to introduce them to their company, rather than trying to choose the right technology, maybe they should ask if their CEO would buy the company a beer. If the answer is no, sharpen the argument on business benefits and get ready to focus on cultural change, not technology selection.
Related Items Sunday, February 22
What's love got to do with it?
by
Julian Mills
on Sun 22 Feb 2009 11:02 AM CST
One of the essential lessons delivered by successful implementations of social media is that leadership sets the tone. This week, Canadians experienced first hand the tone set by one of the highest profile social media success stories: President Barack Obama. The integration of social media into his campaign has been well documented, famously broadening his capacity to make a powerful connection with people. His desire to touch hearts and minds was captured by a quotation splashed in several Canadian newspaper headlines: “I love this country.” One of the experts on Obama’s use of new technology is Barry Libert, co-author of Barack, Inc. Libert was a presenter in a webinar hosted by enterprise social media vendor Mzinga the day before Obama’s Canadian visit. Libert noted that Obama frequently tells adoring crowds that “I love you back,” recognizing his responsibility to make a personal connection with the multitude that follows him. He knows that touching their hearts and minds is necessary in order to build a culture of connection. Obama’s success demonstrates that successfully utilizing social media tools requires that culture, strategy and technology integrate seamlessly, observed Libert, meaning that social media is fundamentally a leadership issue because it’s not about enabling technology, it’s about building a culture and assigning strategic goals. While it would be inappropriate for most business leaders to say I Love You to the people they lead—the statement could potentially result in remedial diversity training—every business leader should be thinking about the culture of connection they must establish with their employees, and evaluating how emerging technology can enable them to do so more efficiently. Are they taking on this responsibility by setting an affectionate tone toward social media? When it comes to measuring attitudes of IT leadership, the answer is no. A majority of CIOs are ignoring the potential benefits that Intranet 2.0 offers their organization. Obama’s campaign redefined political leadership, and business leaders are absorbing the lessons provided by Libert and others. While we shouldn’t expect them to lead off meetings by declaring their love for staff, we shouldn’t be surprised if more of them establish a connection with their own blog, or even allow staff to connect with each other through a social networking tool. Reserve your spot Putting Social Media to work in your Intranet Strategy ( Monday, February 9
The economy and your intranet: make the connection
by
Julian Mills
on Mon 09 Feb 2009 04:18 PM CST
While driving through The fresh piece of information was that He also reminded me that even in a terrible economy, there are opportunities for companies and individuals who take a strategic approach to seeking them. My friend rejoined the ranks of the employed after a brief period between jobs, becoming a product manager with a large imaging company. His new employer was among the many companies that had recently announced lay-offs in some areas of the business, but the CEO had ensured that a message went out through their intranet that the company was also investing in growth areas, which included adding head count. Today, in Digg, hundreds tagged an item from Reader’s Digest called Nine Recession Proof Careers, which provides a useful source of data on where job opportunities still exist. The list included Energy, Environment, Government and perhaps surprisingly, Financial Services: “Rising from the ashes of a very bad year, financial services have a bright future. Corporate Which brings me to intranet strategy. You’ll have noted that the CEO at my friend’s company was able to connect with employees through a well utilized intranet, which is an invaluable business tool during times of corporate stress. And, within the nine sectors mentioned by Reader’s Digest, an effective, well utilized intranet will be a crucial means for companies to engage with existing employees, ramp up new hires and employees joining the firms though acquisitions and enable staff to collaborate with one another. Unfortunately, as Toby Ward points out in an article called “Selling an Intranet Redesign”, too many organizations are failing to make a connection between business opportunities and their intranet. “While there is hope that more executives will realize the intranet's value to their organization, there is still a pause for concern. The study finds that only 14% of the respondents consider the intranet as ‘business critical.’ This is unfortunate because the intranet is a key business tool. Other organizations may not have allowed the intranet to become business critical, because senior management believes they should not invest in the intranet or a redesign.” Not everyone will have the luxury provided by a long drive through rural FREE WEBINAR: Reserve your spot Putting Social Media to work in your Intranet Strategy (February 26th, 2009, 12PM EST). Reserve your spot today. Wednesday, December 3
Motrin suffers Web 2.0 headache
by
Toby Ward
on Wed 03 Dec 2008 01:33 PM CST
The
Motrin Moms crisis sparked by a controversial Motrin ad on their website has
provided some interesting lessons on how companies must learn to adapt. In
short, Motrin ran an ad that summarized said, “Take Motrin if you wear your
baby in a sling or carrier.”
See the Motrin ad & read the full article Motrin suffers Web 2.0 headache. BOOKMARK THIS: Monday, November 10
WWW founder shrugs at Web 3.0
by
Toby Ward
on Mon 10 Nov 2008 01:41 PM CST
(AARHUS, DENMARK: jboye08) Robert Cailliau is a Belgian computer scientist who, together with Sir Tim Berners-Lee, developed the World Wide Web.
I was chatting with him before his keynote address this morning at jboye08 in Aarhus, Denmark. He told me he had to “tweak his presentation” on the “history of the World Wide Web.” I found it interesting that the co-founder of the WWW was “tweaking” his history… I joked that he shouldn’t forget to also “tweet” it (Twitter). Robert replied, “Oh, I don’t use those things!” Continue reading "WWW founder shrugs at Web 3.0" »BOOKMARK THIS: Wednesday, November 5
WWW founder shrugs at Web 3.0
by
Toby Ward
on Wed 05 Nov 2008 04:18 AM CST
(AARHUS, DENMARK: jboye08) Robert Cailliau is a Belgian computer scientist who, together with Sir Tim Berners-Lee, developed the World Wide Web. I was chatting with him before his keynote address this morning at jboye08 in Aarhus, Denmark. He told me he had to “tweak his presentation” on the “history of the World Wide Web.” I found it interesting that the co-founder of the WWW was “tweaking” his history… I joked that he shouldn’t forget to also “tweet” it (Twitter). Robert replied, “Oh, I don’t use those things!” I like him! Robert went on to address the subject of Web 3.0... ...and openly mused and subtly mocked the attempts to define it. He offered three different examples of definitions that have been offered: • The biological, digital analog web where information is made of a plethora…of digital values coalesced…. Blah, blah, blah (editor’s note). • Transformation of the Web from a network of separately soiled applications and content repositories to a more seamless… blah, blah, blah (editor’s note). • Etc. Like me, Robert believes that a definition of Web 3.0 is premature and presumptuous. I think those that are attempting to define it are just plain asses trying to make a name for themselves and who openly refer to themselves as ‘gurus’. Robert believes that Web 3.0 may well come to be known (possibly) for micropayments (“What ever happened to those?”) and automatic computer updates and back-ups). Those that attempt to define unknown quantities are obliged to remain unknown themselves. I just wrote that… you can quote me. It’s the jet lag that’s turned me into a cheeky monkey… OTHER HITS FROM DENMARK: Saturday, October 25
Clickjacking threatens your security
by
Toby Ward
on Sat 25 Oct 2008 04:19 AM CDT
It’s not a virus, Trojan, or a denial of service attack. The latest
threat to your browser, computer, and network is click-jacking.
Click-jacking is the result of a visit to a malicious web page that
allows the attacker to take control of your browser. Specifically, it
can force your browser to click on any link it wants. According to the latest Wikipedia definition: “Clickjacking is a malicious technique of tricking web users into revealing confidential information or taking control of their computer while clicking on seemingly innocuous web pages. A vulnerability across a variety of browsers and platforms, a clickjacking takes the form of embedded code or script that can execute without the user's knowledge, such as clicking on a button that appears to perform another function.” In short, if you visit an unknown or unfriendly website then it could force your browser to click on nasty links that could take you anywhere (including the downloading of a virus or Trojan) or allow the attacker to take control of your computer. And it doesn’t matter which browser you use (Internet Explorer, Firefox, Chrome, Opera, etc.), all the big ones are vulnerable. Read the complete post Clickjacking threatens your security Wednesday, October 15
NY Times’ Pogue sheds light on Web 2.0
by
Toby Ward
on Wed 15 Oct 2008 01:35 PM CDT
(Live blog entry from Cary, North Carolina) “Instantaneous, on-demand is the new way… all kids want today is instant, fast-forward access,” says David Pogue, columnist with the NY Times (addressing the Ragan Web 2.0 conference here in N.C). “I recently spoke at the National radio association conference… and they’re almost suicidal!” Read my full blog summary NY Times’ Pogue sheds light on Web 2.0 (Ragan's Content Mattes blog) Monday, September 29
North Americans demand social media
by
Toby Ward
on Mon 29 Sep 2008 01:36 PM CDT
Americans really dig social media… but Canadians love it. Almost 60% of Americans interact with companies on a social media Web site, and one in four interact more than once per week. These are among the findings of the 2008 Cone Business in Social Media Study (Cone LLC).When asked about specific types of interactions, Americans believe: • A company should have a presence in social media (93%) • A company should not only be present but also interact with its consumers via social media (85%) • American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment (56%) • Companies should use social networks to solve my problems (43%) See my entire column North Americans demand social media (Web 2.0) Tuesday, September 9
Web 2.0 is content that matters
by
Toby Ward
on Tue 09 Sep 2008 01:08 PM CDT
Yes, the
blogosphere and ‘Web 2.0’ are filled with fluff, idle chatter, and, quite
frankly, a lot of crap. However, if you learn to filter the junk, as you do
with your mail, e-mail, or television, the rewards can be extremely meaningful
– and valuable to business. I live on
Wikipedia (and often am driven their by Google). I do a lot of research and
reading and find the quality on Wikipedia to be superlative. In fact, while it
has its critics, I’ve yet to encounter a credibility gap. And yet, the
reliability of more traditional, scholarly sources are not always as reliable. Read my full column: Web 2.0 is content that matters (with intranet examples, on Ragan.com) Thursday, August 28
Web 2.0 not a priority for CIOs
by
Toby Ward
on Thu 28 Aug 2008 01:10 PM CDT
The
single most credible survey I’ve found to date confirms what I’ve been saying
for some time: Web 2.0 is still a lot of hype, and not a priority for many. A Robert
Half Technology survey of 1,400 CIOs in the • 14% of
organizations use blogs Meanwhile,
more traditional technologies are far more popular: • Online
training is used by 47% of the organizations Now here’s
the killer: 72% of CIOs have no plans to use blogs in the next 5 years; 74% no
plans to use wikis (a scientifically representative telephone survey of 1400
CIOs, not a self-select, voluntary web survey). Read my
full column: Web
2.0 not a priority for CIOs Tuesday, July 15
Google now indexes Flash; rejoice or refrain?
by
Toby Ward
on Tue 15 Jul 2008 02:01 PM CDT
Flash is a wonderful and cool programming tool for any cool website. Flash can be used to present dynamic content such as video, other multimedia, and interactive tools. The trouble with Flash, despite its flexible and dynamic presentation, is it has until now been unpopular with anyone looking to get indexed by Google, and virtually all search engines. Until now Google and the other search engines didn’t index Flash content. As of this summer Google is now able to index most Flash (.SWF) files. Web developers rejoice! Though the celebration in the developer community has been forstalled…
Read the full column and the potential impact on your web development plans: Google now indexes Flash; rejoice or refrain? Friday, July 11
No Facebook? No young workers
by
Julian Mills, VP, Prescient Digital Media
on Fri 11 Jul 2008 04:20 PM CDT
Aside from an entertaining observation that “French hotel clerks and young American women learn non-verbal communication at the same place,” Mike Schaffner’s recent article in Forbes.com, “Why Companies Need Web 2.0,” provides a brief but helpful overview of Web 2.0 technology and quick thoughts on how to utilize it. Schaffner, who directs IT for the Valve and Measurement Group of Cameron, suggests applications such as:
· Mashups can bring together production and operations data from a variety of sources, allowing a production manager to get a good overview of her operations. · YouTube-style videos can be used for training or distributing important messages, such as the CEO announcing a new product launch or Joe, the IT help desk guy, receiving an award. More significant than the “how” of Web 2.0, however, is Schaffner’s observation about the “why”: The point in all this is that there is a new generation of potential employees and customers that are accustomed to a variety of technologies being available, and they expect to see and use them in the corporate world. Whether and how we deploy these technologies likely will have an impact on our ability to attract new talent to our companies and to find and retain customers. Give me Facebook or give me a new job His observation about the expectations of a new generation to have access to this technology is strongly reflected in Prescient Digital Media’s intranet consulting services. Executives, right up the CEO level, are showing increased interest in bringing Web 2.0 technology into their environment in order to meet demands from younger employees. A recent survey of a 1,000 European office workers reveals that this concern is well founded. Conducted by IT services firm Telindus, the survey found that:
While the varying adoption rate of Web 2.0 technology between consumers and corporations is well documented, the Telindus survey reveals that this delta is becoming a business challenge that organizations must start to take seriously. Thursday, June 26
Content is still king
by
Toby Ward
on Thu 26 Jun 2008 01:24 PM CDT
Quick, what is the most read and used website on the planet? It’s not Google, it’s Yahoo!
What is the most read news website on the planet? It’s not Google News, it’s Yahoo! News. Despite its position as media darling, Google trails is competitor (and advertising partner) Yahoo! in many respects. Not only does Yahoo! beat them on total aggregate traffic, but its news site has more than three times the traffic of Google News (35 million monthly, unique visitors compared to only 11 million). In fact, Google News sits in eighth spot, right behind the lowly Gannett Newspapers and flounders with the lowest growth of all the top 10 news sites. Perhaps a key reason for Google’s fledgling traffic status when compared to Yahoo! (though they are often rated as the 2nd most used website on the planet so they’re still doing fine thank you very much) may be the nature of its websites. In short, Google lacks original content. While Yahoo! not only compiles news from other sources, it also creates its own content with expert columnists.
Saturday, June 14
Enterprise 2.0: A must have
by
Toby Ward
on Sat 14 Jun 2008 01:27 PM CDT
There are a number of reasons why a corporation or a not-for-profit should adopt Web 2.0 or Enterprise 2.0 tools. Enhancing communications and collaboration with customers and employees is the primary, over-arching driver for most. But there’s another more pressing need: snooze or lose. “You really have no choice,” says Steve Krol, EVP of Professional Services with Lyons Consulting Group, which has worked with the likes of AON, Porsche and even Playboy. “Social media represents a full-fledge media /communication channel that will evolve with or without you. It’s another accepted form of communications that people want. According to a web survey by the Software Information & Industry Association, only 41% of participants are using social media, but 35% plan to use it. While the survey is not scientifically significant for all organizations in all industries and is biased towards the audience that participated, the numbers are pretty close to the mark. As it relates to large organizations, the numbers echo other recent study findings from CIO and Forrester. However, the adoption numbers are far smaller in small and medium size organizations. Read the complete article: Enterprise 2.0: A must have Monday, March 24
Blogging case study: SYNNEX Canada
by
Toby Ward
on Mon 24 Mar 2008 03:55 PM CDT
“'Time Leadership' is my philosphies and musings on leading SYNNEX Canada, a billion dollar wholesaler of computer equipment,” says SYNNEX Canada CEO Jim Estill when describing his blog. “I call it CEO Blog - Time Leadership because of my keen interest in time.” Recently the author of a book and audio CD called Time Leadership Audio, Estill writes about many subjects as it relates to his work and days. Personal subjects are not taboo on his blog and he in fact talks very little talking about his company (a home page disclaimer reads: “This blog represents my personal views and not those of SYNNEX or any other company”). Estill’s most recent postings include:
Though he clearly is not a shy leader and communicator Estill decided he needed to communicate more with his constituency – including staff, customers and vendors. Authoring a blog is but one tool Estill has seized in enhancing these communications. Today, he communicates with all of those constituencies and more through his CEO blog that he’s authored since the Spring of 2005 (he presents this case study at the upcoming 2008 Social Media Summit Canada Conference in Broken down by percentages, Estill’s CEO blog audience is comprised of:
Though the blog is an external one on the public Internet (at http://www.jimestill.com), a principal audience of the blog are SYNNEX employees (up to 25% of the readers). Estill says that the blog is of interest to employees because it “humanizes” him as CEO and provides a forum for 2-way communications (that isn’t always possible given the demands on the time and schedule of a busy CEO). At the ripe age of 19, Estill started a computer distribution company - EMJ Data “from the trunk of his car” in 1979. The company grew to $350,000,000 in sales and then sold to SYNNEX in Sept 2004. Estill remains as CEO of the company that now sells about a $1 billion in computer products in “We sell all the brands you would recognize like HP, Apple, Intel, Lexmark, Acer, Sony, Microsoft etc through computer resellers and retailers from Future shop and Zellers to Bob's computer store.” Among the reasons Estill cites for starting a blog:
Estill dedicates about 2 hours per week to blogging and admits, “It requires commitment and thought.” Though he points to his own success and recommends blogging to others, he does suggest that blogging is not for everyone and shouldn’t be undertaken “if you do not like to write.” Estill offers a number of tips for blogging:
-- Learn more about this case study and other social media / Web 2.0 case studies at the upcoming 2008 Social Media Summit Canada Conference (hosted by the Advanced Learning Institute) in
REALATED READING: BOOKMARK THIS:
Friday, February 29
Content is the focus of new Academy of Digital Signage
by
Toby Ward
on Fri 29 Feb 2008 02:47 PM CST
It is said that our ability to create Web content vastly outstrips our ability to digest it. Consistency in how content is structured, catalogued and managed is consistently inconsistent, to say the least. The problem also persists in the world of digital signage. Digital signs are the electronic or digital signs that you find in elevators, in lobby kiosks, or even the billboards in Time Square. It is believed that Cisco® today announced the development of a new qualification program for those creating content for digital signage. The Cisco Academy of Digital Signage (ADS) will offer a specialized curriculum focusing on the three vital areas of digital signage: • content creation Continue reading "Content is the focus of new Academy of Digital Signage" » Sunday, February 24
Facebook spoof leads to jail and beating
by
Toby Ward
on Sun 24 Feb 2008 02:47 PM CST
Setting-up a spoof Facebook site in the name of a celebrity, athlete or politician is a popular past time. For a Moroccan computer engineer and father, his spoof has delivered him to jail -- three years in jail for setting up a Facebook site in the name of a member of the royal Moroccan family. Fouad Mourtada was sentenced this week on suspicion of stealing the identity of Moroccan King Mohammed VI’s younger brother, Prince Moulay Rachid (see Jail for Facebook spoof Moroccan, The prosecution had urged the court to impose a sentence which set an example for others. Mr Mourtada was convicted of "villainous practices linked to the alleged theft of the [prince's] identity". In his defence, he said he admired the prince, and that the Facebook entry was just intended to be a bit of fun. A website supporting him published a letter addressed to the prince apologising for the incident. Earlier this week some Moroccan bloggers went "on strike", suspending their regular blog entries for 24 hours in protest at Mr. Mourtada's detention. According to the website, he told family members who visited him in jail that he had been blindfolded and beaten unconscious at the time of his arrest. Apparently using Facebook is dangerous after all. While I can’t imagine such severe punishment in the Western World, there undoubtedly will be some price to pay in severe cases of liable and slander when misusing Facebook and other social media that make it easy to spoof people.
BOOKMARK THIS:
Thursday, February 14
Web 2.0 fails the grade, according to executives
by
Toby Ward
on Thu 14 Feb 2008 12:23 AM CST
“Collaborative tools are overloading employees and killing productivity—to the tune of $588 billion a year, according to a January study by Basex, a collaboration technologies consulting firm,” writes Brian Watson of CIO Magazine (see Web 2.0: Too Good to Be True?). “It’s the money-saving argument that’s getting pushback lately.” Web 2.0 does not deliver the ROI, does not live up the hype, and is not even close to being a top priority for senior management (not all, but most). A CIO Magazines study, Top Technology Priorities for 2008 finds that even techies don’t consider Web 2.0 as a priority. A survey of 250 “top IT executives” from a collection of small, medium and large organizations doesn’t even touch on the issue of Web 2.0. Continue reading "Web 2.0 fails the grade, according to executives" » (on Content Matters)
BOOKMARK THIS:
Sunday, December 16
Delivering on the social advertising promise
by
Julian Mills
on Sun 16 Dec 2007 04:57 PM CST
I didn’t immediately see the promise of Facebook’s advertising. I don’t just mean the value proposition to Facebook users, I also mean what I saw when looking at Facebook. At first, I was presented with ads to enroll in online programs at the More puzzling was the online poll asking which team is better: the Patriots or the Cowboys. The question of who is the best football team was definitively answered when the Saskatchewan Roughriders won the Grey Cup, a hot topic for many of my friends who—regardless of whether they were living in Ireland, Saskatoon, South Korea or Toronto—made their allegiance very apparent on Facebook. In other words, lots of discussion about the CFL in my social network, no mention of the NFL. Not exposing me to an NFL poll should have been a no-brainer for a media channel that is supposed to be obviously different to the untargeted ads and pop-ups that intercept a visit to the New York Times and CIO, or the offers that appear beside Premiership fantasy teams. I came around on the value proposition after reading eMarketer’s recent article “The Promise of Social Network Advertising” . It reports that:
The value proposition right now is not social network based targeting, it’s eyeballs, which deliver sufficient value that eMarketer projects that worldwide online social network ad spending will grow from $1.2 billion in 2007 to $2.2 billion in 2008, 82%. And the organization predicts that “if social network marketing delivers on its promise of peer recommendations the flow of advertising dollars will turn into a flood.” Further reiteration of the value to advertisers of social network advertising came from one of our clients, the Heart and Stroke Foundation of Ontario. An ad for their excellent blood pressure action tool appeared beside my Funwall one day, which prompted a conversation with our client about the effectiveness of the spend. It delivered excellent value, she reported. Not only could HSFO target demographics based on user profiles (which is why I saw it, given my plus-35 age and residency in The last story made a very positive impression on the
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