The challenges of managing corporations at a time of web 2.0 and social media. What are the main shifts companies, management and businesses are facing from their internal to the external in this new technological and social paradigms. The individual and companies as media. The paper of intra-nets and good communications. A social media SWOT analysis. Correlation between web 2.0 and social media to engage employees and to get ROI and ROA. Listening, engaging and clear communication and guidelines start in your intranet, inside your company. Any efficient strategy always starts from the inside to the external. CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS and business.

1. WEB 2.0 & SOCIAL MEDIA
from Internal to External
v
Shifts & Challenges that need to start inside each company
Dinis Guarda, Global Head of SEO & Social Media Strategy Saxo Bank A/S | Design Support: Soledad Medina

3. INTERNAL BRAND VS EXTERNAL BRAND
MESSAGE / GUIDELINES / PRODUCTS

6. Graphics: http://hello.eboy.com/eboy/2008/02/25/poster-for-adobe-air-launch/

8. http://willscullypower.files.wordpress.com/2009/01/social-media-landscape.jpg

10. Attributes of the environment Attributes of the organization
to achieving the objective
to achieving the objective

11. • Needs time and attention
• It is difficult to measure and sometime executives might not think it is
relevant
• Limitations of technology, ultimately requires human touch
• Huge volumes of data to process numerous sources and innumerous
languages.
• Difficult to make a one stop technological solution.
• Its such a huge media space which is rather intimidating to a beginner.
• Ongoing disagreement between the data compilation over being
comprehensive and insightful, which is rather difficult to achieve both
successfully as yet.

12. • Legal, compliance issues
• Risk of miscommunication
• Poor management can create PR disasters and thus affect brands
seriously
• There are no defined industry standards, will make it difficult to
benchmark success and outcomes.
• Many new entrants/ board room level executives do not really
understand the how to take advantage of user generated content.

13. • Can create a viral impact and generate huge opportunities for internal
and external goals
• Analyzes what is being said about your company.
• Decoding the noise and chatter of user generated content
• Encourages direct consumer interactions.
• Allows real time view on consumer perceptions about their brands.
• Helps develop a marketing plan from consumer interactions &
conversations.

14. • Potential to become a hygiene factor for every company with more
technology improvements making monitoring more effective.
New form of lead generation
• Create loyal audiences and customers that can interact
• New opportunities to know what customers are looking for and
monetize that
• Companies have profited from social media and many more to yet to
venture. This medium offers immense opportunities.
• Companies can now capitalise social media without any penny spent to
advertise their brand.
• You can use its technological facilities to improve business and web
performance

15. KNOW YOUR
BRAND & EMPLOYEES, PRODUCTS,
BUSINESS E-STRATEGY: AUDIENCE AND
determine and focus a COMPETITORS:
strong and medium assessment of
long term strategy and organisational readiness -
growth/directional E-BUSINESS ORGANISATIONAL IT infrastructure, learning,
options are paramount
for success. STRATEGY READINESS information assets, roles,
skills & competencies.
DELIVERY AND LEARNING
PLAN AND SET CLEAR
APPLICATION SOLUTION PLAN
BRAND/DESIGN GOALS + STEPS:
ARCHITECTURE: the right analysis, impact,
brand building / PR / change/risk management
communication built to plan is key for business,
meet strategy + company culture, learning
organisational features: environments, IT
everything needs to work infrastructure: in other
with clear information words, a comprehensive
assets & particular plan for business' success
people/business needs.

16. Graphics: http://media.smashingmagazine.com/cdn_smash/images/pixel-art/pixel-art-5.jpg

17. Raturi Misra
Guy De Swardt

18. MARKET CONTROL THROUGH SALES
THERE ARE VARIOUS
FORCES THAT DRIVE THE
SUCCESS OF WEB SOCIAL LOCATION & KNOWLEDGE OF
MEDIA MARKETING YOUR AUDIENCE
But ultimately each
employee in an organisation
is one of the main driving
forces behind any success!
POWERFULL RELEVANT
PRODUCTS
INTEGRITY + BRAND ROA

19. David Armano, Top Ten Signs You might be a “Weblebrity”

20. Image graphic source: David Armano, Maslow’s hierarchy of needs

21. Deb Schultz

22. http://www.jarche.com/wp- http://www.digitaltrainingacademy.com/images/sm_fa
http://flowingdata.com/wp-
content/uploads/2009/12/NetworkProgression_Quinnovatio cebook_friends_map.JPG
content/uploads/2008/03/twitter-network.png
n.gif

25. Source: http://www.mariosalexandrou.com/images/intranet_or_corporate_portal.gif

26. Image source: http://xjtian94.files.wordpress.com/2009/04/hyperlink-pixel-art-needlepoint-canvas-yarn-2.jpg

27. Graphic source Edelman Digital / David Armano

28. CONNECTIVITY INTERFACES
STANDARDS
INTERNAL RELATIONSHIPS
INTRANET
CONTENT SERVICES

31. http://farm1.static.flickr.com/8
3/210080133_0b650f3641.jpg Graphic source Edelman Digital / David Armano

32. Source: http://www.mediabistro.com/avantguild/images/social_networking_wheel.jpg

37. Graphic source Edelman Digital / David Armano

38. Adaptation from Graphic source
Edelman Digital / David Armano

39. http://unknowndomain.co.uk/fmp/files/2009/02/volume01jpg.jpeg

40. Marty Neumeier

41. SO TO LISTEN TO CONVERSATIONS IS KEY

42. BRAND - BUSINESS
Graphic source Edelman Digital / David Armano

43. Julius Wiedemann

44. 64%
62%
52%
49%
45%
41%
44%
47%
40%
31%
35%
29%
32%
32%

49. MEASURE ROI HERE
$$$$$
$$$$$
BRAND FINANCIAL
INVESTMENT ACTION
REACTION
PR IMPACT
NON-FINANCIAL IMPACT
PEOPLE - INTERNAL COMMUNICATION –
LEGAL - GUIDELINES PRODUCTS WHAT GOALS
Short, medium,
long term
(NOT HERE) MEASURE CUSTOMERS
REACTIONS
MEASURE ROA RETURN ON ATTENTION
INTERNAL <-> EMPLOYEES <-> EXTERNAL

55. CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS
YOUR EMPLOYEES AND USERS / CONSUMERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD

56. COMPANIES HAVE TO EMBRACE, LISTEN, COMMUNICATE & ENGAGE NOT TO FEAR OR RUN AWAY
Intranet is the matrix to a clear communication and vehicle of info. Web 2.0 and
Social are tools, instruments not the focus, or the end!

57. Intranet is the matrix to a clear communication convergence.
Web 2.0 and Social are tools & vehicles to use not the end!