Business

Enterprise 2.0: part 2 – the world around us has changed, forever.

The following article is published through pharmaphorum and is the second in a series about Enterprise 2.0.

The digital revolution has changed the world we live in. During the first wave of the revolution, back in the nineties, we gained access to an incredible amount of information. During the second wave, which started in the early 2000’s, we were able to add information ourselves -  our experiences, opinions, thoughts, comments, ratings and reviews about products and services. Today, the digital revolution has become mobile, where we hold the internet in the palm of our hand with smart-phones and iPads.

Many companies, especially B2C, jumped on the bandwagon of interactive communication, where they saw great opportunities for their marketing activities. But, as discussed in part one of this series, it’s more than just the additional marketing channel that makes the revolution. It has an impact on the way we are organised as a business,  and this goes as deep as our blueprint, our DNA and our identity. This revolution is cultural.

Looking more closely at the changes around us we can identify six trends. These trends reveal the need for companies to prepare themselves for a major change: to reorganise themselves from Enterprise 1.0 to Enterprise 2.0. Let’s take a closer look at these six trends.

“…it’s more than just the additional marketing channel that makes the revolution.”

1. Information overload

As a result of the digital revolution, the amount of information that we have to manage is increasing at an almost daily level. Information that frequently is difficult to find on our intranets. In addition, managing our email is a continuous struggle for many. Who doesn’t have a sort of love-hate relationship with their inbox? The amount of energy wasted within companies with data management is enormous. Although interactions costs (e.g. real life meetings) go down, the volume of interactions is headed towards infinity, leading to unproductive complexity, frustration within the workforce, increased bureaucracy and unmanageable communication (Fig 1, electronic survey McKinsey Quarterly 2005).


Fig 1: Struggle with communication complexity (based on survey McKinsey Quarterly, July 2005)

*80% of those reporting “communication unmanageable” admit having difficulty fulfilling their key responsibilities.

2. Limited access to interactive technologies 

At home, we are used to fast internet connections, enabling us to upload, download and consume video, connect to our friends and family through social networks and talk real-time with each other via Skype. Coming to work, many of us still experience something different: websites such as YouTube and Facebook are blocked as non-productive sites, Flash videos cannot be viewed as the flash player cannot be installed and if you’re lucky to access online video, then frequently bandwidth is the limiting factor of a smooth experience. And that’s not all, the hardware available to the average workforce (computers, mobile phones) are very often seen as costly devices pressing on the annual budgets, rather than devices that improve people’s performance. Back home, the workforce emits sighs of relief, setting themselves behind their brand new and beloved iMac.

3. Cloud computing

More and more services are offered through ‘the Cloud’, which means that databases, file services, email and applications are available through external online servers. No software is required to be installed on the user’s computer, other than a web-browser. Examples of Cloud applications are Hotmail, Google Docs and Salesforce.com. Advantages of cloud computing are that the  applications are accessible anywhere at anytime from any platform (desktop, laptop, smartphone) with the latest versions of the software available. Moving from the comfortable, ‘behind the firewall’ applications to cloud services that are out in the ‘big bad world’ is a tough choice to make for many organisations. Again, the loss of control is bothersome to them, while it may serve the employee’s productivity and in the end can lead to significant cost savings on license fees and service contracts.

“As a result of the digital revolution, the amount of information that we have to manage is increasing at an almost daily level.”

4. Generation gap 

As a result of the digital revolution we can divide the current population into two generations: digital immigrants and digital natives. A digital native is someone who is born after the introduction of digital technologies, let’s say around 1980. A digital immigrant is someone born before the introduction of digital technology. The difference between these two groups is the way they adopt these technologies and integrate them in their lives. With the speed of technological developments increasing, more and more digital immigrants struggle keeping up, leading to conflicts between managers and supervisors (DI’s) and the younger workforce (DN’s).

5. Social, social, social 

Social networking has surpassed email both in number of users and in time spent (Morgan Stanley, Internet Trends, June 2010). This means that people prefer social interaction through online networks over the rather one-dimensional and more impersonal email. But a Facebook group or a Twitter account is no guarantee for successful participation in the communities of your customers. To achieve that you need to do more. “You need to socialise”, according to Brian Solis, Principal at Futureworks and one of the prominent thought leaders in social media.“As a company or as a brand you need to participate in the conversations in such a manner that you’re not only of added value, but that you also involve your customers in your marketing and service activities.” Because of that social media will have an enormous impact in the organisational structure of a company. “Any division within an organisation that is effected by outside influence is going to have to socialise”.  Eventually social media instruments will become as mainstream as email is today, but before that organisations will need to go through a process of cultural change.

6. The Network Society 

Modern society is in a process of becoming a network society. Through the internet we’re constantly connected and becoming less dependent on face to face communication. It’s as Jan van Dijk describes in his book The Network Society that the internet brings interpersonal, organisational and mass communication together. This means we’re moving from centrally and hierarchically organised companies (e.g. Sony, Microsoft, Shell) to true network organisations (e.g. Facebook, Google, Amazon). The main difference between the two extremes is that in the latter the user is more in control and wants to be involved and engaged. This is illustrated by the development in the music industry over the last decade. Music is booming, and artists and consumers have taken over control from big corporations.

These six trends are disruptive to any industry, including pharma. These trends scare CEO’s and management teams. Losing control over their employees and the way they work gives them nightmares. But is that justified? Can we allow ourselves to perform ‘ostrich politics’ by sticking our heads in the sand, hoping it will all pass in a few years? Or is now the time to pick up the challenge and start redesigning our organisations?

“…the volume of interactions is headed towards infinity, leading to unproductive complexity, frustration within the workforce, increasedbureaucracy and unmanageable communication”

Most companies still have an organisational structure designed for the 20th century: hierarchical, directive, silo-structured and sales-driven (aka Enterprise 1.0). Especially in our ‘knowledge-intensive companies’ we need to mobilize the minds of our workforce in such way that we offer them freedom to do their jobs, give them access to information, provide them with a network that enables them to connect with peers and the likeminded and stimulate collaboration and co-creation (aka Enterprise 2.0). Not only will such company create an environment that motivates people and retains talent, it also will lead to an increase in net income per employee.

So the challenge is the organisational redesign of our companies. Moving from Enterprise 1.0 to Enterprise 2.0. The key is the employee. Because, as with the music artist and the music lover, that’s where the power is. Create an environment where your employees can excel, where they feel empowered and acknowledged. Give them autonomy to reach (and surpass) their goals, allow them to master their skills and give purpose to what they do. With that you’ll give your workforce the drive to get up in the morning and go to work, motivated.

What do you think is key to establishing Enterprise 2.0?


Social Business Innovation – So True…

Wow! Stumbled upon this video. This is so what we believe in at DigiRedo. It’s our core thinking, it’s the reason we started, 4 years ago. We remain dedicated to evangelize this way of doing business. It’s Enterprise 2.0 firing on all cylinders.

More info about the company who made this video here, a blog worth reading.

Interview Guy Kawasaki – Marketing Pioneers 2011 Congress

There are only so many people we want to have in front of our camera to interview. We were lucky that we’ve already had some great people ‘captured forever’ in the digital format, and now we can add another ‘Guru’ to our Hall of Fame: Guy Kawasaki. On the Marketing Pioneers Congress last week  he presented his new book ‘Enchantment’ and we had a chance to have a short interview with him. Obviously, we grabbed this chance with both hands. An interview about enchantment, ‘Dutch drop’, Facebook pages, MAP and pioneering.

What makes a person a ‘Marketing Pioneer’?
Kawasaki: “If you dare to use new technologies before they become mainstream. Currently these are Twitter and Facebook, but think also Gowalla, Foursquare and Loopt. Think also about the impact Groupon has. What does this mean, really? And there’s lots of work to be done in analytics; which value does your initiatives on Facebook provide you? Many followers is not equal to high impact.

Are you a Marketing Pioneer yourself?
“Well, I’m for sure no laggard. I am not the first in everything. I started late with Twitter and blogging”

And Apple. How did Apple change the way you look at innovation?
“Working at Apple completely changed my view on reality. I learned from Steve Jobs that a really good product must have a good user interface, that this is important for many people. And not only the price is important. I have also learned that a good product does not necessarily mean best sales. After all, the Mac has only 10% market share.

Doing new stuff, pioneering within a large organization. What is the biggest challenge for people who want to pioneer. What tips do you have?
Ask forgiveness instead of permission. Don’t go to the VP-level. The higher you go in an organization, the thinner the air. The thinner the air, the more difficult it is to support intelligent life.”

Your new book, “Enchantment”. What’s your elevator pitch, taking into account that the buildings in Holland are not very tall.
“Enchantment helps you to capture the heart and soul of people. It helps to please people, so that they become loyal customers.”

What’s the difference between enchantment and evangelism?
“Evangelizing is selling on the basis of a dream. Enchantment is about total relationships; you do not only buy a Mac, but everything: the iPhone, iPad, i-whatever. Anything that comes out of the pipeline of Apple. Enchantment is a higher level of delight.”

How do you enchant your employees?
The best way is MAP: Mastery – making sure employees master what they are doing, Autonomy – empower the employees, give them freedom to choose, and Purpose – make their work meaningful. This things are as important, if not more important, than money.”

Where can we find your book?
“Funny. This really is a marketing question. I had to choose between a website for the book, or a Facebook page. I chose for the Facebook page. There are so many advantages having a Facebook page. You have less evil hate-filled people and spammers. Most people are who they are on Facebook, that provides a buffering effect. Links are built-in, pictures, status updates. It’s a nice controlled garden or a product such as my book.”

Exploring co-operation, and finding an office along the way

If there’s anybody saying that Twitter doesn’t provide business opportunities, read on.

Two years ago we started to follow @rohal on Twitter, because he seems to provide interesting information about healthcare in relation to social media. It was only a year later that we met Rob Halkes (his real name) IRL, obviously on a pharma congress. We exchanged some info about our companies and our passion for social media in healthcare. We stayed in touch through the twittersphere.

Fast forward a year and we met again on Medicine 2.0 in Maastricht, this time on the tweetup of #HCSMEU. Rob kindly invited us to his office in Waardenburg, a small town in the middle of the Netherlands. It appeared in our discussions that we were both passioned about possibilities of new communication technologies to business, healthcare, and pharma. We expect it to change these fields quickly and completely. And that became the start of a new adventure.

Rob Halkes leads the Medical and Life Sciences Division of the Van Spaendock Management Consultants. Rob has extensive experience in the market of pharmaceutical and life sciences. He has been working at strategic change, innovation and professional development with executive, marketing, sales and medical management. Before that he has been a lecturer at Tilburg University.

In the pharmaceutical industry his group is currently developing “value innovation” as a new business model, differentiating the market approach to segmented DMUs, innovating sales force effectiveness, segmentation and targeting, marketing and communication, KOL, CRM, multichannel management. In the Netherlands his team has worked for the major pharmaceutical companies.

Van Spaendock Management Consultants is part of the Van Spaendonck Group and are specialized in change processes and also have activities in the fields of Trade & Industry, and Government.

The activities of Van Spaendonck fits perfectly with our vision of implementing change using digital technologies. On a higher level, we believe that these technologies evoke change or at least have a catalytic effect on this changing environment. It seems that DigiRedo and Van Spaendonck share this vision. How valuable could it be to bring a shared vision to the market?

We have agreed to further explore synergies between DigiRedo and Van Spaendock. It will be awesome, so stay tuned. One synergy has already been effectuated: office space. Van Spaendock houses in a beautiful 16th century castle in the town of Waardenburg (actually, the foundation is much older, but that’s a long story). On the first floor some offices were empty and we were invited to rent this part of the castle to establish our first headquarters of DigiRedo. How could we resist being part of such a rich Dutch historical setting, so we duly accepted ;-) . From this week on, DigiRedo will work, brainstorm, drink coffee and meet guests in a pretty awesome environment. And the fact that the castle seems to be in the top 5 of haunted castles in the Netherlands? Well, at least we have a story to tell.

You’re most welcome to drop by. You can find us at:

Castle Waardenburg

Waalbandijk 13

4181 AN Waardenburg

Cheers! On a new adventure. Kuddos to Mindy for taking care of the bubbles...

Our new 'home'

Heppiedepeppie

Yep, we're baaaack!

We haven’t been very faithful to our readers. A lot of things have happened the last month of 2010 and it was a true roller-coaster from a professional and personal point of view. Some bad (see previous post), but fortunately mostly good. We look back to a great 2010 where we again were able to create some great concepts, met inspiring people and worked hard to further establish our position in the market. And a crazy market it is. Mobile took off like a rocker and 2010 will be seen as the year ‘it really started’. We’re not blind for these developments, so expect some great news on this soon.

We have caressing named two thousand and eleven ‘Time To Grow Up’. No strings attached anymore to an employer, we are on our own completely. We have identified the following fields of attention:

  • Build and implement great digital concepts
  • Extend our network to meet inspiring people
  • Build the team and get a house.

Not only developing but also building and implementing digital concepts that fit like a glove has always been our passion and we continue to invest in that. There are too many agencies bullshitting around with nice words about new/social/digital media. “Yeah, let’s make a Twitter account for you, and combine it with a Facebook page”. But what about the change process within a company? Or your customers? Are they ready for it? Don’t get me wrong, we truly believe in the changes caused by digital, but we also like to develop concepts that actually provide a value for the customer. And for that, most companies have to go through a cultural change, or -like one of our customers wisely stated- a cultural enhancement. You need a new leadership, one that not only understands the true power of these technologies but also provides the headspace for empowered employees to actually use these tools. A leadership that motivates employees, not with a carrot and a stick but by giving work a purpose. Related to this we are true believers in the thinking of Li (Open Leadership), McAfee (Enterprise 2.0), Solis (Engage), Pink (Drive) and Bernoff (Empowered) (yep, we’re reading them all, as we speak). We know a few Leaders (and I think with a capital L) who understand these challenges and act accordingly. But boy, do we meet also some so-called leaders who will soon join the destiny of the dinosaurs 65 million years ago.

We want to be amazed. Amazed by the thoughts of other people. And we want to meet people to further extend our network. We do not believe in a traditional way of ‘advertising’, we believe in the power of a network. One of the really great things about being an entrepreneur is the ability to meet truly inspiring people, people with a passion and with a story. Collect wise people around you and you never look stupid…

We can only make our dream come true if we have people around us who are as passionate about making great stuff as we are. Whether it is a film, a website, a workshop or an animation. We are fortunate to have found these people and we thank them for their  dedication. We’re looking forward to another great year of co-operation. Digital Nomads as we are, we also like to have a ‘safe home’ and work together on projects. We think we found something. Stay tuned for more.

Award for Afya Serengeti campaign

The Afya Serengeti campaign, of which we reported earlier in our blog, has won an Award of Excellence in the category Animal Health. With this award, founded by the RX club, the campaign is honoured for its creativity and execution. The campaign was developed by Circa Healthcare in order of Intervet/Schering-Plough Animal Health, and focuses at the prevention of rabies in the Serengeti area in Tanzania. The campaign supports vaccination teams that vaccinate all domestic dogs in the communities surrounding the Serengeti National Park. We were involved in this campaign through the production of a video-series where we followed these team in their year around vaccination campaign.

Rabies is a lethal disease that still claims more than 25,000 Africans per year, mainly children. While rabies is preventable with vaccination, fighting it is a huge undertaking. The Afya Serengeti project alone encompasses an area inhabited by more than 6 million people and 500,000 domestic dogs.

This Award of Excellence is a fantastic recognition for this sympathetic campaign.

Today is World Rabies Day!

Today, 28 september 2010, is  World Rabies Day. World Rabies Day is an initiative of the Global Allience for Rabies Control and their mission is to raise awareness about the impact of human and animal rabies, how easy it is to prevent it, and how to eliminate the main global sources.

Through a selection events (of which World Rabies Day is one of the annual highlights) WRD has reached over 100 million people and vaccinated over 3 million animals against rabies. Despite that, 50.000 people still die annually of rabies, most of which are children. One of the vaccination campaigns is the Afya Serengeti project of which we reported here before. Aim of this project is to vaccinate all privatly owned dogs that live in the villages and communities surrounding the Serengeti Park in Tanzania. And with succes, as outbreaks of rabies has not been seen in areas where more than 70% of dogs are vaccinated since the start of the campaign in 2003. One of our clients, Intervet/Schering-Plough Animal Health has supported this campaign the last couple of years by donating a dose of rabies to the project for every dose of vaccine sold. We’ve made a videoseries in 2008 about the campaign to give you an impression of the effort made by the team. This campaign was nominated for the Corporate Social Responsibility (CSR) Award 2009 by the Royal Dutch Veterinary Association.

WRD uses various social media tools to promote their activities like Twitter and Facebook. In addition to that they use video and webinars for educational purposes. Today, for examples, they organize throughout the day 4 webinars. Besides that, you can also demonstrate your support to WRD by sending specially developed  Health eCards or by placing special buttons on your website or below your email messages. No matter how small, it’s one step closer to the ultimate goal: a world free of rabies.

iPad great for autistic children

I know, I know, we talk a lot about Apple products. And, I know, we’re Apple geeks. But be honest. Every time again, the greatness of the brand is confirmed. And every time from a different angle. Take Shannon Rosa. Shannon won an iPad in a raffle. And when she came home she gave the iPad to Leo, her nine-year-old son. Leo is autistic. He is a very slow learner, he is not conversational and can have serious outbursts of anger. But when he, almost without any training, started to play with the iPad, his mother stood in awe. Intuitively he flicked though all the icons, trying one app after another. And he started to play with apps that help him how to spell, to make puzzles and to remember pictures. For 30 minutes straight. To the amazement of his mum.

In just the few months the iPad is on the market, developers many applications especially for users with special needs. And with success. Many autism experts and parents have used the iPad with these special apps in many occasions with autistic kids all around the world. All are amazed with the results it gives. Studies already show the results on the learning abilities of some of these children. In some cases, kids have been able to communicate directly with their parents for the first time in their lives, thanks to the iPad.

Rosa is very happy she won the raffle. And full of admiration with Apple’s CEO. “I don’t usually dabble in miracle-speak”, she says, “but I may erect a tiny altar for Steve Jobs in the corner of our living room.”

See SF weekly for the whole story: iHelp for Autism

Proud to present our new series 'simpL'

Some things are so complex, they need simplicity to explain. Truth is, many things are basically not so complex, as long as you have the ability to leave out the details and drill down to the essence. A great example is the website How Stuff Works. Want to know what a black hole is? No problem. For a while we have been working on our concept ‘simpL‘. Inspired by the series ‘in Plain English’ we started our own endeavour and created the first series for one of our customers.

Today we are proud to release our latest product in this series, used in a campaign to introduce a platform for veterinarians to improve communication with their customers. This platform is called ‘Chameleon’ and forms the basis for communication improvement for veterinarians. We used our ‘simpL’ series to explain the essence of the service. The videos were part of a larger digital ecosystem and an offline promotional campaign which we -together with a great team- helped building as well. An interesting cross-media campaign with the title ‘Enrich Your Practice’, hinting to the way veterinarians can improve their practice, get loyal customers and gain a competitive advantage by paying more attention to communication.

The assignment was to create three ‘teasing’ videos which would explain the need for the veterinarian (in this case: professional communication) and the solution provided to meet that need. In the first series we focussed on the online service to create reminder cards, the second series dealt with online video. We created the artwork in Illustrator, the animations took place in Apple’s Motion and the final cut was done in ..eehh.. Final Cut.

Website 'Enrich Your Practice'

Website 'Enrich Your Practice'

The offline campaign consisted of three ads in various veterinary-related magazines. These ads pointed to the website where visitors were drawn to the videos to learn more about the platform. The Call to Action on the website is to get people to subscribe to the service. The Call to Action is enhanced by giving away 100 reminder cards and the chance to win an iPad. Each video ends with a cliffhanger to motivate people to return.

Ad 'Enrich Your Practice' in magazine

The official platform will launch in September, for which we will use some innovative techniques to deliver the message. Unfortunately I can’t say anything about visitors, retention, views etcetera, since all this information is confidential. I can, however, show you the videos. Video’s we are pretty proud of.

What do you think? Will our simpL videos communicate the message better? What’s your overall view on the campaign?

Stay tuned for more news on our latest campaigns. We are prepping a business case of on of our largest projects. Soon more…

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