Posts Tagged 'enterprise 2.0'

These companies ‘get’ social media. Does yours?

Kerry Capell has written an interesting post over at providing an excellent case study for the usage of social media services in companies’ marketing strategy. In her post, Building European Brands through Social Media, Kerry is giving examples of some European brands – Cadbury, Vodafone, Unilever, Nestle and Volkswagen – and their innovative ideas of connecting the customers to the product and making conversation.

The concept of leveraging social (or new) media to reinvent the way companies engage with their customers isn’t new, but it’s always refreshing reading the new ideas and then looking in-house, at your company, and exploring what’s possible. In tough economical times, getting ad money isn’t easy (not to mention budget cuts), and social media campaigns are much cheaper, more effective (at times) and make a lot of noise.

Clay Shirky said in his recent TED lecture that twitter is making history and that the internet is changing the way people communicate and collaborate – “When a new consumer joins the conversation, a new producer joins as well”. The examples Kerry brings forth are a strong testimony to the power of social media and I hope Israeli companies will soon follow in those foot steps. I for one, will definitely do my best to make it a reality, soon.

Building European brands through social media –
Clay Shirky: How twitter can make history
DellOutlet hits the $2M mark – Mashable
Vodafone LiveGuy
Cadbury Operation Goo
Volkswagen Twitter Analyzer
Nestle uses live tweets in ad campaign
Unilever – the rising star is social media?
The T-Mobile Dance – Youtube

The list: Israeli companies on twitter

Since Ashton and CNN battled out over who’ll reach 1m followers first, Twitter has been gaining ground in Israel. And although the micro-blogging service is still no match to facebook in terms of # of users, the awareness is definitely growing, globally and locally alike.

According to twittercounter there are about 2324 Israeli twitter users, my guess is a bit higher, closer to 3,500-4,000, as opposed to over 600,000 facebook users – some even say 750,000. Twitter is still relatively un-known in Israel, and we’re waiting for it to make its leap, but already I’m seeing more and more businesses entering this space, opening accounts on twitter. The reason is simple: it’s easy to manage and update, and doesn’t require too much of your time. The question is what value (or ROI) you expect from such activities, and the answers here vary, a lot.

In an effort to make some order in all the cluter, I’ve created a list over at newsgeek, of Israeli companies on twitter: media and communication, government and retail, hi-tech and VCs, leasure and sport, food and beverages and others. The list is dynamic, and 3 hours after the initial posting I had some 15 comments (and 20-30 new followers) of new accounts that needed to be inserted into the list. My goal is to create a place where people can find the company and contact person, that would enable them to start a conversation faster, meeting the demand of the ever-changing-business-world (aka – Innovation). The only 2 rules are:
a) an updated account (less than 20 days since your last twit) and
b) full bio available for contact and details.

Although the entire post is in Hebrew, by hovering over the names you can get the feeling of ‘who’s who’ in the Israeli E2.0 arena. I’m sure the list will continue to grow (by at least 1 more) in the future.

The List: Israeli Companies on Twitter (Hebrew)

Prof. Sheizaf Rafaeli – The Twitter Phenomena

Prof. Sheizaf Rafaeli is a known tech figure in the Israeli landscape, a columnist in several newspapers and Director of INFOSOC – Center for the Study of Information Society at the University of Haifa. In yesterday’s Calcalist, he wrote a column titled ‘The Twitter Phenomena‘, trying to understand why the micro-blogging social media service hasn’t won us (Israelies) over. Sheizaf also refers to the different add-ons (eco-system if you’d like) twitter has helped cultivate, such as twitpic, tweetdeck, tweetfollow, twitterfeed and others.

The phone was born to allow faster communication; Wikipedia offers free access to (open-source) knowledge; commenting (talk-backs) gave people the opportunity to vent. Twitter created a new form of communication, and an eco-system of add-on services.

Sheizaf’s column came in an excellent timing, with IBM Software Forum and Luis Suarez’s post. At IBM Software Forum Niv Calderon talked about monetizing social media, focusing on twitter – with public and corporate examples, such as Ford Motors, Comcast, JetBlue and Chris Brogan – showing how you can reach 1.5m impressions (people) with a single tweet. There’s definitely money in it. Niv recorded his lecture on video, which I’m sure he’ll post soon.
Mid-week I noticed Luis’s post, ‘Using twitter in the enterprise, by Ed Yourdon‘. Luis also focused on twitter as a corporate tool, linking to other posts talking about the business value of twitter, and of course, Ed Yourdon‘s presentation.

I view twitter as a sales and marketing tool. If you happen to follow me around, I’ve been known to tweet about the stuff I sell, people I meet, posts I read, events I speak at. Being interconnected to other social networks (like facebook), updated easily from a variely of end-user devices, focused and captured audience – it’s easy to understand why this micro-blogging tool has reached 6m users. Lotus Software has strengthened its brand name in Israel, and gained some ground against the local competition because of twitter.

As for twitter in Israel, Sheizaf predicts twitter will, eventually, catch on, and Israel will quicky adopt the micro-blogging tool, much like we did with facebook not too long ago…

Sheizaf Rafaeli – The Twitter Phenomena (Hebrew)
Luis Suarez – Using twitter in the enterprise, by Ed Yourdon
IBM Software Forum
Niv Calderon
Pew Study – Twitter users are mobile, urban and engaged online

My 5 Favorite Enterprise 2.0 tools

I’ve been talking recently about some of IBM’s social software solutions, and even shared some screenshots with you, but until now – no list. Why? Well, I’m not that of a list guy. Top 10, top 5, top 2 – there are too many lists, and often people are posting ‘my top xx list of..’ instead of writing something that has more meaning, but more time-consuming (to write).

Still, after reading Orli‘s post of My 15 Favorite Web 2.0 Sites (2008) at her Go 2 Web 2.0 site, I decided it’s time to post a list of my own. IBM is really a technology and innovation oriented company, and we have numerous enterprise 2.0 tools – some internal while others matured to IBM solutions. Three of my fav five started off as an internal project of some research dude, who then published his project internally, in our ‘technology greenhouse’, aka TAP – Technology Adoption Program‘. TAP is basically how IBM embraces innovation and technology, by encouraging its employees to develop and pilot new technologies, that might mature one day and become IBM solutions. If innovation and technology interests you (and it should), read the whitepaper IBM published about TAP.

Here goes, my fav five list of enterprise 2.0 tools:
Lotus Sametime (instant messaging)
I know, IM is not an enterprise 2.0 tool per se, but if we’re talking about connecting people with knowledge, IM is as good as it gets. Lotus Sametime celebrated earlier 2008 its 10th birthday, and with over 100 million corporate users, is the leading IM platform to date. At IBM, the daily usage of IM has surpassed that of emails, and personally I chat between 10-30 times a day, unique chats. The tool gathers its employee information from our employee directory (see fav #5), saves chat history (if I wish to), works with my IP phone, and with the public gateway I can chat with business partners and AOL/Gtalk/ICQ/Yahoo users.

Dogear (social bookmarking)
Ultimately one of my favorite ‘web 2.0 that made the enterprise 2.0 leap’ tools. Dogear actually started as a TAP project within IBM some 3 years ago. Since then The Dog attracted many (internal) early adopters, until 14 months ago – when Dogear was introduced to the market within Lotus Connections, IBM’s social software for the business solution. At IBM we have some 500,000 links, 800 of those are mine 🙂 There’s a Firefox extension (dogear this, search), private/public options and the ability to import bookmarks (among other features) – Super COOL!

Cattail (file sharing)
Again, another TAP graduate. Contrary to belief, you can’t find MP3s or Dexter Season 2 at Cattail – but you can find other kinds of knowledge: customer presentations, competitive analysis, reviews, analyst reports, whitepapers, screenshots, solutions overviews and much more. Yes, it’s basically a document repository, like a wiki (which is also available internally at IBM), but the social aspects that were added to Cattail makes it a hugh success internally. In fact, some Cattail features will be incorporated in a future release of Lotus Quickr… but you didn’t hear it from me.

IBM w3 (intranet)
Probably the best corporate intranet out there, and I’m not saying that because I used to editor-in-chief the local Israeli site. With some 400,000 employees worldwide, 30 something languages, thousands of roles and expertise, IBM On Demand Workplace (aka w3) is the one stop shop for every employee and manager working at Big Blue. The abundance of external articles and internal news pieces are obvious, but I’ll just mention the ability to download any software internally – without IT, manage your passwords, locate people and expertise, personalized and role-based homepage, track stocks, work with your opportunities, semantic tagging, experience new research projects, watch and download webcast and podcasts – should I say more?

Fringe (web 2.0 employee directory)
Again, TAP graduate. Fringe (source unknown) is an enhanced employee directory, aka BluePages, which hosts over 450,000 employee profiles (including task ids, assignee in/out, etc). Each profile contains some general information from our HR systems (timezone, organizational tree, dept., contact info, etc), but there are also fields for user generated content: skills, CV, customers, experience, teams and communities and photo. I know, a photo is very obvious in today’s web 2.0 arena, but IBM campaigned internally for profile photos some 6 years ago, when digital cameras had 2MP… Fringe also adds social software capabilities, such as adding friends and building a network (facebook anyone?), adding RSS links, showing your social presence (second life avatar, flickr,, twitter) and updating your status (which can be synced with your IM status – nice).

Meet my fav five
If you interested in some of these tools and technologies, there’s an excellent opportunity to watch (some of) them in action – in our KM and Collaboration User Forum, Monday Sep. 8th. Register now, seating is limited.

40% Y/Y growth for Enterprise 2.0 market

According to a Wainhouse Research study, recently released, the Enterprise Social Networking (ESN) market will reach $2B by 2013, with a projected 40% growth Y/Y.
The study, The Enterprise Social Networking Landscape, Volume 1: Market Dynamics, Sizing and Forecast, states that the ESN market is still in its infancy stages, reaching ‘only’ $200m.

Wainhouse Research conclusion (emphasis by me):

Social Networking in enterprise is inevitable. This conclusion is based on the benefits enterprise could achieve from using social networking technology and tracking historical adoption patterns of similar technologies.

This study is a complement report to IBM’s Strategy for Taking Social Networking to the Enterprise: An Inside Look at Lotus Connections report, released earlier this year.

In Israel, the market is still trying to understand what enterprise 2.0 is all about, and how they can harness those solutions to generate revenue. Probably the local ESN growth rate will not be 40% in 2009, but I’m positive Israel will discover enterprise 2.0 in the first half of 2009. We have excellent partners already working with a limited number of customers on adopting such solutions, building the business cases and best practices.
Wanna be an early adopter of enterprise 2.0? Now is the time to do so.

MarketWatch – Enterprise Social Networking Market Expected to Reach $2B by 2013
Wainhouse Research – Enterprise Social Networking reports
Adopt enterprise 2.0 – I want a facebook thing. I think.

[photo from]

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Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at]



This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.