Notes from conference presentation, "Enterprise 2.0 for Information Professionals", Sydney 13 August 2008.
The presenter: Peter Williams, CEO, Deloitte Digital
IT shops are hopeless when it comes to doing blogs etc
Most of the information inside an organisation is unknown, its in people's heads but not captured.
CIOs have a whole lot of 'chicken little' problems, just like years ago when they were opposed to email and then internet email.
Besides chicken littles, there are toads arguing 'bring it on', like him.
Federal Dept of Education are going to have digital education revolution but they have banned social network sites: youtube, facebook. How can they talk about a revolution when they have banned everything that is part of the revolution. (great story)
Need to engage in CIO bypass.
CRM does not manage relationships it manages process.
There's all this stuff out there (web 2.0 apps) but not inside business.
The higher the hassle quotient internally the more likely you are to get maverick users.
Hide it in plain sight, stick it on youtube. Create your own website and pull it through from youtube. Stick stuff on slideshare.
The best companies are those that are losing control.
Deloitte has an Innovation Zone where people can put ideas 24/7 - the content creators tag it.
Tagging allows searching that allows the creation of communities of interest.
Got a wiki behind the firewall - put induction stuff for new employees on it; improve capacity to absorb new technologies. Wikis are driven by an ideology - eg 'if you have something to share put it in here', 'don't bullsh*t".
If you provide centralised platform it becomes a lot easier to capture searchable content.
Lesson one: do stuff off-brand
Provide the tools. Loves confluence. Cheap - $10,000 for an organisation. Used it to build 20/20 Summit site.
leadershipacademy.com.au - worldclass content used confluence sold $3 million in subscriptions in 6 months
When you select software - what was the metaphor it was built on.
External search tools - Brandwatch, sentiment tracker
Set up an acceptable use policy
Interested in Google Base - can leverage structured data with unstructured data. Pretty new but in five years could be very big.
A lot more will happen around looking for patterns in data in enterprises.
Sources of enterprise data - starting to consider that everything is content but how do I tag it, how do I identify it semantically.
Data security - who can secure data better a company in Australia or them
Freebase - help look for patterns in data
CIO is my friend - don't ban stuff people love, create sandboxes, don't do a business case when the prototype is cheaper
Hi Trevor; what I find interesting about sev of your recent (borrowed) thought leadership pieces, is that they come from Deloitte (Digital) and other corporate advisors. Again, I fear that PRs are gonna be overtaken, just as they were by Mktng all those years ago. Do you get that sense T?
Posted by: Gerry | 14 August 2008 at 10:16 AM
Well this is a business focused conference. I think a whole lot of people are getting into the web 2.0 or enterprise 2.0 space. They include geeks (who think everyone wants to spend all day online), librarians (who think it's what they have been doing all their lives but with new tchnology added in) and so on. A lot of this conference has been taken up with employee communications some of it goes to PR (in the sense of issues, stakeholder and reputation management) but not much it is fair to say and that might reflect a kind of tendency to see PR as about brand, image and selling stuff.
Telstra's nowwearetalking is a key exception of course it is purely PR properly understood and is still the stand out in Australia.
Posted by: Trevor Cook | 14 August 2008 at 12:14 PM