The internet challenge: from 1.0 to 2.0

Jan van Veen

Océ International Communications

Christelijke Hogeschool Ede Venlo, 3 June 2010

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Who uses?

Web 2.0

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Who uses?

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Let us explore some of these web 2.0 tools

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What is RSS?

RSS = Really Simple Syndication. RSS enabled sites allow you to aggregate all changes to that site in a feed reader. (Core web technology)

Example: an RSS enabled webpage can be recognized by this button:

Example of feed readers: Newsgator, Attensa, Google Reader, Bloglines, Fa.vor.it

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What is a blog?

Blogs are like a keynote speech with questions and comments from the audience. It’s a digital journal managed by one person or a team.

Examples: Blogger, WordPress, MoveableType

Examples of Corp. Blogs: Google, Dell, HP, Xerox, etc.

!

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What is a microblog?

A microblog is a very short blog posts (max. 140 characters) informing your connections what you are doing a the moment.

Example: Twitter

Used during Press conferences, testing, a.o.

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What is a social network?

Social Networks are like topic tables at a conference luncheon. People that know each other (or want to meet each other) will connect by a variety of common interests.

Examples: Facebook, Myspace, LinkedIn, Xing

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What is social bookmarking?

Your favorite website bookmarks (with comments) shared with the world. Usually clustered using tags.

Examples: del.icio.us, diigo, digg

Use to promote news, track buzz

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What is a wiki

Wiki’s are the collaborative white boards or libraries.

Examples: Confluence, Mediawiki (wikipedia platform), Pikiwiki, JotSpot

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So, what is the business angle?

YouTube - The Break Up

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‘We don’t even hang out in the same places anymore’

The industrial age:

Focus on outbound marketing

We find you

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We don’t even hang out in the same places anymore’

The connected age:

Focus on Inbound marketing

Can we be found and are we in dialogue?

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Paradigm change

Industrial ageInformation is powerOne to many in mass mediaProtect and be closedManagers are heroes

Network ageInformation and connection is powerMany to many in networks Share and be open Opinion leaders are heroes

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Paradigm change

Trust your fellow consumersNot the advertisers Interruption by advertisements is dissatisfier

Online Communities Change the World

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And in the middle??

‘Tribes’: communities of peers in social media talking about our products

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The name of the game

Everyone becomes a producer Share experiences Trust strangers Trust your network Distrust any official statement Imperfection is fine Click to fast info, forget about long texts Visual information, not text Advertising is dead (?) It’s free It’s equal Why would I limit this to one employer?

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Yes, but not for B2B

Are you sure?

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Nonsense!

People will never buy our computers via the internet

OK

But where will they find their information? Where will they make THE DECISION TO BUY?

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So, what should we do?

Pay you for positive comments? Move into groups and say how great Océ is? Advertise on Facebook, Twitter, MSN? Employ people to speak on our behalf?

My prediction: trusted conversations

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Can we control this?

NoBut we can Listen Learn from the feedback Act on bad experiences Show our knowledge Build trust Show our human face Share and connect…

Be in the trusted networks

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Problem

Digital natives

VS

Digital immigrants

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Problem

Never in the history of

mankind have so many generations used such a

variety of media

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Majority of our employees

Digital immigrants

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Consequences for our employees

Were they ever taught to be a knowledge worker?

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I want to work in our factory

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I want to be a knowledge worker

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Internal communications: were you ever officially educated to

Hold a meeting? Use e-mail effectively? Find information through a feed reader? Post information in relevant peer groups? Share and store your information so others can retrieve it? Use social bookmarking? Add rss feeds to your post? Use a wiki? Write a blog? Use Slideshare?

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Was my explanation unclear…?

Go to the Common Craft website for insightful short video on all ‘social media’ tools! RSS in Plain English Social Bookmarking in plain English Social Networking in Plain English Blogs in Plain English Wikis in Plain English Twitter in Plain English SlideShare

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Questions and discussion

jan.vanveen@oce.com

janvanveen

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Our challenges

How do we manage the Océ brand in the online media?

How do we engage in the conversation in social media?

How do we prevent damage to our brand in online media?

How do we organize our online presence with limited resources

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Your challenge: help us

Group 1 If we see a very negative rumor about one of our products in blogs, forums and

websites, how and in which media should we react?

Group 2 How do we organize consistency in our online (also social media) presence:

who should be responsible?

Group 3 If we want to reach YOU students for jobs and internships, which media should

we use and how should our tone of voice be?

Group 4 If we want to start a viral campaign to create buzz for a product, what would be

the creative concept? (tone of voice, media, ways to distribute)

Group 5 How should we use Twitter to sell our products?

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