Redesign Your Business. Be Social!

June 2012

OPENKNOWLEDGE MILANO LONDON SYDNEY SHANGHAI

Company Profile

[2]

1. OpenKnowledge: who we are

2. Credentials and experiences3. The engagement framework

Our mission:Bring the Web 2.0 paradigm and

technologies inside the organization

We improve business through: employee empowerment customer engagement collaborative innovation

[4]

Social Business Offering and PracticesEm

plo

yee

em

pow

erm

en

t• Organizational Network Analysis

• Networked Competences and Performance Evaluation

• Social learning• Intranet 2.0• Community

management• Sales

Community

Cu

stom

er

en

gag

em

en

t• Social Customer Insights

• Social Media Strategy

• Brand Community

• Social media marketing

• Social Support• Social Sales• Workshops &

Training

Colla

bora

tive

Inn

ovati

on• Innovation audit

• Innovation lab• Idea and

innovation management

• Prediction markets

• Knowledge creation management

• Social Innovation

Internal External Eco-system

International visibility, connections with leading Universities,

strong competencies.

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7 e

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Social Business Forum4° edition | 1.000+ delegates | 40+ speakers | 30+ case studieshttp://www.socialbusinessforum.it

[6]

Our process: end-to-end people-centric projects

On boarding

Pilot

Evaluation and tuning

Business Case

Strategic planning

Governance (Formal & Informal integration)

ROI & KPI

Social Network Design

Business requirements

Communication requirements

Network Analysis & Gap Analysis

Benchmarking

Social Media Monitoring/Social Intelligence

Communication (2.0)

Training

Go Live

Community management

Social Media Marketing

Project management

Content implementation

Software selection

System configuration and integration

[7]

Comune di Venezia

Some of our clients

Public Admin.

Finance

Services

Manufacturing

[8]

1. OpenKnowledge: who we are

2. Credentials and experiences

3. The engagement framework

[9]

Oil&Gas / Knowledge Network Analysis

Unvealing the hidden power of organizational

networks: communities, informal collaboration,

connections-driven results.

Results:Efficiency: focus on critical points

Knowledge management: top 20 SME unveiled

People management: “what if” analysisPerformance improvement: the ego-net

correlated with best performance

Client quote: “You took 3 months to understand what I did not in 3 years”

• 650 respondents /2.000 nodes

• 15 different locations

• 3 months project

Daily interaction

[10]

Intranet 2.0: communication+participation

Bringing all in one: Intranet 2.0 as enabler for

the new organization model and support

for different branches integration

Content•Document and knowledge mngt

Communication•Company to Employee

Activities•self service tools and applications

Collaboration•Collective intelligence

Intranet as a business

tool

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salespeople

salespeople

salespeople

Bticino LeGrand / Sales Community

Targets:1. Improving communication and support to salespeople

2. Fostering listening to salespeople3. Develop sharing and mutual support

Salespeople as a Community of Practice…

…an open platform shared with other offices

[12]

Bticino LeGrand / Sales Community

From Push to Pull: the proper governance framework

The results:Shares growth: 88% in 3 weeks

Daily community access via web and mobile devicesE-mail usage reduction: 40%

75% of content is UGC after the first year94% of active users after the first year

Key support in integration of newly added sales forces

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Scottish Water / Collaborative Innovation

Employees publish ideas on the social

network.Ideas are rated, commented and

endorsed by colleagues

Challenge:How to produce good ideas and improve service/product

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Scottish Water / Collaborative Innovation

Best ideas emerge quickly.As do most active and popular employees.

From ideas to action: proposals grow

through a funnel supported by experts’

team

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Discovering 2.0: Management Lab | workshop

• Evento formativo su grandi numeri (90-100 persone cad.) per una giornata

• Format unconventional:

• lay out a cabaret, twittering, metaplan

• Struttura:

• Intenzione: le caratteristiche del management 2.0 | speech

• Appropriazione: il significato e il vantaggio per ognuno | esercitazione in grande gruppo e in sottogruppo

• Azione: piano di azione da domani mattina | lavoro individuale e in sottogruppoDigital Day per Barilla (10/2010)

Metaplan

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A bottom-up catalogue and customer care

Goal: promoting the brand through the creation of a new conversational channel, and involving customers on themes related to design and innovation

Solution: stimulating and intercepting product related experiences (issues, questions, improvements, suggestions, expectations), conversations about different ways of configuring Lago’s furniture, values shared with their target and with resellers

Outcome: achieved a larger  number of customers at  lower costs; collected feedback and ideas for improving product/services; improved the quality of the service and reduced the costs of customer service; stimulated word of mouth

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Behind the brand community: working with people for people

Social Media Marketing is effective and

sustainable

if integrated with Enterprise 2.0 models

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Sustaining the growth of external communities on Open Platforms (Linkedin,

Facebook) and engaging the company in the conversations. Define a new

marketing model for lead generation, now extended to other communities in

EMEA.

Engaging inside in order to engage outside

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Generating creative discussion triggers, increasing vitality and amplification.

EMEA and beyond.

Engaging inside in order to engage outside

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Visibility

•Traffic from Google

•Awareness•Share of voice

Engagement

•Number of comments

•Subscriptions/Followers

•Ratio post/comments

Reputation/Influence

•Endorsement and recommendations

•Reactive posts/retweet

•Sentiment analysis and brand reputation

Action

•New leads•Participation in the events

Leads: +10%

Participation and business metrics

[21]

Listen React EngageListening is the starting point of every initiative.

Capture customer conversations in real time without

intervening

Acting upon conversations by

bringing them inside the business

to identify new opportunities

Design pro-active strategies to engage customers. Connect “social” activities to business objectives

From Listening to Engagement

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Long-lasting branding

Long-lasting branding activity

The LABhub – a blog on Toshiba R&D

TriggerListen

Share

Talk

Engage

Innovate

ATL CampaignATL Campaign

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The R&D blog

Exposing the R&D department to increase the “leading innovation” tagline awareness.

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Engagement + advertising

Engaging users on R&D topics, enhancing awareness on the “leading innovation” tagline;

Exposing products, linking offline branding advertising with the LABhub environment.

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Monitoring: Autogrill

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Listen with semantic focus

Monitoring is more than numbers:Listening is not just a tech tool at work, our analysts generate semantic and sociological

reports.

Focus on Facebook - redundancyUn altro gruppo che ha riscosso un notevole successo nei mesi passati è “No ai licenziamenti in Autogrill” con 1020 iscritti

(+116 da ottobre).

Nel gruppo si affrontano tematiche sindacali e si usano toni anche molto accesi e forti per contestare licenziamenti e tagli del

personali operati da Autogrill. Il sentiment del gruppo è negativo.

Di seguito gli utenti più attivi di recente all’interno del gruppo:

• Davide Molinari: M / 35 anni - “direttore” Autogrill dal 1996

• Davide Mantovani: M / 35 anni - dipendente di Autogrill

• Elena Specchio: F / ca 37 anni - dipendente Autogrill, vive a

Rozzano

• Sara Strozzi: F / ca 30 anni

[27]

1. OpenKnowledge: who we are2. Credentials and experiences

3. The engagement framework

[28]

Workplace is changing: the Hybrid Organization

Formal Organization Informal Organization

• Hierarchy• Authority• Top-down• Command&Control• Taylor and Ford• Atom

• Collaboration• Reputation and

trust• Bottom-up• Engagement• Wenger• Bit & Knowledge

Difficult to see and manage!

[29]

Formal & Informal learning

First in company effort

First in employee experience

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Sustainable and consistent engagement

THANK YOU!

Web: www.open-knolwedge.it Blog: blog.open-knowledge.it

Twitter: @openknow Contact: talk@open-knowledge.it

OPENKNOWLEDGE SRL20123 Milano Via De Amicis, 53

MILANO LONDON SYDNEY SHANGHAI