Socializing the EnterpriseWeb 2.0 ExpoDavid Carter, CTO

April 23, 2008

© 2008 Awareness. Confidential

Breif Intro

• David Carter, CTO of Awareness Inc.

• Formerly called iUpload

• Prior to that I was at Microsoft for 11 years

• I am Canadian> aboot = about> Eh = "don't you agree?"> 25 degrees celcius is a nice summer day

• Very little has changed in my world since 1988. We are still tring to solve the same problems

About Awareness

We help companies build and operate branded Web 2.0 communities

Keys to success1.Broad participation2.Frictionless participation3.Content with credibility4.Ability to quickly deliver and respond

Creating Web 2.0 Communities: Common Questions

Executive Team

CEO – John Bruce

CFO – Steve Richards

CTO, Co-Founder – David Carter

VP Engineering – Doug Caldwell

VP New Business Development,Co-Founder – Robin Hopper

VP Marketing & Direct Sales– Eric Schurr

World Class Investors

Experienced Enterprise & Web 2.0 Investors

Experienced Board of Directors

Jeffrey Beir Tom Bogan Ron Nordin

Enterprise Needs are still the same

• Improve collaboration and sharing so people don't reinvent the wheel

• Connect the right people to collaborate

• Make information easy to find

• All problems that get harder as you scale!

Inside the Enterprise• Portals/Intranets/Shares• Email• Email• Email• Email• Email• Email

Out on the Internet• Blogs• RSS / Aggregators• Search• FaceBook/MySpace• LinkedIn• New stuff everyday• … And lots of Chaos

Enterprise requirements

Enterprise needs Balanced with• Security / Compliance

• Accountability

• ROI

• Departmental buy-in

• Structure

• Frictionless participation

• Anonymity

• Leap of faith

• Borderless

• Self Organization

• Grass Roots

• Participation

• Quality Content

Completely missing in most Enterprises

• The notion of "Friends" lists

• Self created groups

• SMS or a mobile strategy

• Personal profiles

• Personal blogs

Web 2.0 Stuff that Scares the Enterprise

• It has it's own culture > Power to the People, down with "The man"

> Swarming nature of Web 2.0> Rick Roll> Crowd Swarming, blog Swarming

> Snark

Awareness

We help companies build and operate branded Web 2.0 communities

Keys to success1.Broad participation2.Frictionless participation3.Content with credibility4.Ability to quickly deliver and respond

1. The Need: Broad Participation

© 2008 Awareness

Internal (Employees)

External (Customers, Prospects,

Partners)

• Knowledge-sharing• Collaboration• “Corporate memory”

• Collaboration & support• Marketing campaigns• Product innovation• Market research

1 The Need: Broad Participation

© 2008 Awareness

Internal (Employees)

External (Customers, Prospects,

Partners)

• Knowledge-sharing• Collaboration• “Corporate memory”

• Collaboration & support• Marketing campaigns• Product innovation• Market research

Public Facing: Marriott International

Additional Web 2.0 community

Original community

Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example

Public Facing

Additional Web 2.0 community

Original community

For “every day people” Positive impact on brand Called one of the “top 5

corporate blogs” Technical audience

Combination Public / Private

© 2008 Awareness

“Mindshare” Community (internal & external)

Neighborhoods

…and more coming (up to 200)

• Employees• Owner/operators

Corporate Social Responsibility Community(external)

Often cited in books and articles

Very Public: NYTRNG

© 2008 Awareness

+ 9 others

Combine Mashups and Secure Content

Original Community

2nd Major Release

New capabilities New design Content retained & repurposed

2. The Need: Frictionless Participation

• Easy to find content• Easy to participate• Easy to contribute content• A unified community experience

© 2008 Awareness

Don’t confuse participation

tagging? categories? permissions? search? voting?profiles?

? ?? ?

Separate tools

Unified community experience tagging categories permissions search voting profiles

Create A unified experience

Easier to contribute and find content

Easier to organize and administer

One set of APIs “Future proof”

Separate tools

Meet everyone's needs

• Corporation> Content is captured in a shareable form, versus email> Compliance and other issues can be managed> Content is a company assett

• Department> Content is grouped by my department in neighborhoods> Individual contributors are highlighted

• Individual> My contributions are never presented as someone elses> A chronolgy of my participation independent of where I

work now

Example – Member Profile

Leverage "points of enthusiasm"

• Certain events will trigger high particpation

• Exploit those> Registration for things can add to profiles and contnet> Leading up to key dates in the corporate calendar

> Company meetings> Employee reviews> Trade Shows

• Don't be afraid to use email!> Broadcast a content request> Add your profile to your signature

Offer multiple particpation points

• Voting, commenting, discussions, edit (wiki), posting

• QuickPost forms

Mix in content with that participation

Leverage popular Public Web 2.0

© 2008 Awareness

Cannondale community

Consider all constituents

The Company mix

• Moderated / Open ?> Will your culture grab on.. Or do they need encouragement?> Can all the content go live?

• Structure versus Self Organized> Categories versus Tags> Neighborhoods versus Groups

• Sizzle> Can you incorporate cool mashups or is the data too

sensitive?> Does this look like a portal, or a unique web app

• What does a profile look like in your company?

• Is mobile important?

Riding even the smallest success

Re-uses the data in many ways

• Profiles become the company directory

• Headlines can feed other web properties

• Signatures link to profiles

• Create a competitive environment> Sales has 85% participation versus HR has 10%

• Give kudo's via posts

• Town Hall meetings in a post with threaded comments

Summary

• Start something that encourages particpation and creates momentum

• Make aprticipation FRICTIONLESS

• Create a culture of sharing

Questions

© 2007 Awareness. Confidential