Do you think Enterprise 2.0 is about new exciting tools to collaborate, to co-create, to exchange information? That it is about using the social software within a business context? I am telling you, you are dead wrong.
We Dutch collect everything. Stamps, miles, stickers. As long as it is free. Dutch TV commercials are all about orange stuff you can collect for the next Soccer Championship. So now we Dutch deeply believe that Foursquare will be the next big thing. Haven’t heard of Foursquare yet? It’s an online community where you check in your physical whereabouts. You can collect badges for checking into 10 different venues or for checking in 4 nights in a row. But just imagine what this could do for your brand?
It is good to listen to the market. It is good to hear the voice of the consumer. But outside-in listening can never work without a connection to the day-to-day processes. Spending literally millions of dollars in buying information that ends up on the desk of the Customer Intelligence department does not make a lot of sense.
What if we have succeeded in creating intelligent content? Content that has semantic metadata, content that is tagged so we know where we can use it. How do we then present it to the people who have to base decisions on that content, to do their job? How do you design an interface that leverages the value of all those content assets? This was the question Ann Rockley put to me after my presentation at Intelligent Content 2010.
The trend is consumer engagement, wherever you look. We have to listen to consumers. Basically as a company you have 3 consumer touch points: marketing, sales and support. Which one should lead your brand web site?
The ‘I’ for IT in this particular title refers to me, myself and I, meaning: where is the user in Information Technology? The accepted way of designing large IT systems has been to focus on information, its creation and management. We grew up with Create-Read-Update-Delete. Users that were not allowed to change information were granted rights to view. And thus we created application after application for our users. And then came the internet.
Not too long ago I entered the Twitter zone. When new technology is being introduced I always go through the same cycle. I am never one of the early adopters, but I hang around and check it every now and then. So, what made me a Twitter convert? Well, an insight into how micro-blogging can be of use within the enterprise!
In these challenging times we all take extreme care to take the extra step in our jobs, meeting deadlines and avoiding an in-between-jobs state. So I see the number of unread blog items in my RSS reader not being nearly as high as I expected after returning from a frantic, deadline-swamped period.
In the first postings I considered the one-way content management process of creation, management and publication. In the next stage I introduced a demand-driven process, like was introduced in supply chain management. Now we are finally ready to look at transparency and control for content management.
In principle create, manage and publish form a one-way content management chain, spreading content management through the entire organization. Sharing the effort was a good idea, leveraging knowledge already available in the organization.
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