In the RealBranding session, social network brand management is driven by a detailed view of the audience overlaid with the social media channels they engage in (and in what way) -- then populated with the content that you have available that is also trustworthy and likely to be shared.
Open APIs drive traffic to y0u -- Ebay, Twitter, Amazon, Facebook's bump--go to your customers with your APIs
- Leverage existing investments == reduce rework in design and architecture
- Protect intellectual property around propriatary capabilities
- Choose API models that work
Great data on adoption rates and ROIs seen in large company use of e 2.0. Not a site, but an eco-system. Some unexpected things seen -- rapid adoption, for one, and of the problems anticipated, not so many. People behaved themselves, were community-literate, and adopted the knowledge-sharing model. What a surprise. Dion Hinchcliffe puts on a great show. Well worth a review of the slides. Enterprise 2.0 is not the same as Web 2.0 -- requires infrastructure changes to even seem to work the same way. Also, one change the new tools make possible process automation deeper in the workflow. Customer Service? Check out "get satisfaction" for an example. Handling the detection and creation of cataloged product knowledge -- needs the SLATES tools. See slides f0r details
Practicing on the eee pc keyboard -- I can't wait to find out the web 2.0 personality this year. Each year it's different -- waggles back and forth between Ruby and KM justifications. Last year, every presentation genuflected to Sharepoint. Mash ups before that. And through it all runs the political, nearly religious belief in the wisdom of the crowd. Fantastic -- it's just the same in insurance, only we call it the law of large numbers. I don't know how Americans can deny this manifest truth...
- ▼ 2009 (16)