Community 2.0

Sharing has never been that simple

Case study : My Social Network Strategy

Hi everyone,

This week we will talk about Social Networks and how my non-profit organisation in Brisbane can benefit from them. We already talked about their external purposes for companies in general in a previous post. So I will focus a bit more on their internal benefits in this post.

I think you all know what a social network is. If you don’t well I guess you would have left this blog after reading the first line! What you may not know though is how many different social networks exists and that you can even create your own! Ning or GoingOn are good example of website that allow you to create your social network if you have very specific needs. To get an idea of how many social networks exists you can take a look at this article of Wikipedia that lists only the major active social networking websites. And there are many many more.

Why is there so many social networks, well because there are many different needs for people and companies. Lets take a quick look at very specific one to understand. Athlinks for example is a social network aimed at competitive endurance athletes. It primarily presents race results for running, swimming, cycling, triathlon mountain biking and adventure racing. It is also used as tool for athletes to connect with other competitors and enthusiasts locally. So you now understand that social networks are not only Facebook and Twitter. Most of them are much smaller but fulfil specific purposes.

Let us sum up the external benefits of social networking we talked about in a previous post. It allows your company to :

  • Communicate with your customers and build relationship with them
  • Make the promotion of your new products, events, services etc…
  • Increase brand awareness
  • Communicate quickly with stakeholders in time of crises
  • Build relationship with media, bloggers etc…

When I introduced my external strategy about blogging/micro-blogging I decided to use Facebook and Twitter because I believe the main goal of my organisation is to create a strong community and a loyal following. This can only start with tools that already reach a lot of people, the most popular ones.
Let us now consider the internal benefits of social networking because I believe its not obvious for everyone that social networks starts to be more and more used inside companies! So here we are :

  • Listen to employees and build relationships with them
  • Promote new products, news, events etc…
  • Resolve customer service issue
  • Share info – increase access to expertise and resources (examples : talk about competition, industry trend and issues..)
  • Communicate with employees in time of crises
  • Increased staff moral
  • More effective leadership

Consider this quote from Aberdeen (2008) : “Companies that use social media achieved year-over-year in employee engagment of 18% compared to 1% in those who didn’t.” 

Now that you believe me about how useful social networks can be for internal purposes, let us focus on my non-profit organisation! For  now they don’t use any intern social network. Let us take this as an advantage and base our strategy on the idea or creating our own social network. That way the organisation can decide precisely what features they want considering the way they use to work and the organisation structure. Considering the fact that the number of employees is relatively small, having its own customised social network can be very productive. Also they don’t require too many different features and that can reduce the time and the money required to build the social network. Every employee will know how to deal with it really quickly. As I said there are now so many tool that allow you to make your own social network, some are free and some are expensive. I would definitely go for the free options like Buddypress, Boonex Dolphin or Elgg.

If you want some more info and see some of my references go to these websites :

Harness the Power of Internal Social Media (very interesting pdf)

Social Networking : Cast Your Social Net on the Web

Create a networking Site

4 Ways Social Media Is Changing The Non-Profit World

Hope you enjoyed reading this post! Do not hesitate to comment on it!

See you soon 😉



Case Study : How wikis can increase productivity


Hi everyone,

This week I will focus on another tool of Web2.0 that already has proven its efficiency to a lot of companies, the wikis. So what is a wiki? Here is a definition :
“A wiki is a website which allows its users to add, modify, or delete its content via a web browser usually using a simplified markup language or a rich-text editor. […] Most are created collaboratively. Wikis serve many different purposes, such as knowledge management and note taking.”

Does both name and definition remind you of something? Yes, Wikipedia. Its actually where I took the definition from. Now you understand that Wikipedia is just another wiki.  Wikis can be useful in many ways. Here is a video that will show you how they can be used for a private purpose :

Remember in last post I said I will focus my attention on a non-profit organisation in Brisbane. So for this case I will now introduce my strategy using wikis in order to support my external blogging strategy. In this organisation and in a lot of companies, few people have the authority to modify the Social Media Policy as it is an important official document. Those same people are not necessarily the ones that are in charge with the social media platforms. The issue my strategy deals with is how to make our Social Media Policy accurate and as complete as possible? Here are the different steps the organisation has to go through :

  • Create a wiki usable by all the employees in charge with the social media platforms (group 1) and the ones that can modify the SMP (group 2). The first group now have one place to talk about all the issues they encounter when the SMP doesn’t provide an answer. The second group can then complete the social media policy with real insights of the situation. The wiki allows them to replace the comments of the group 1 by just one sentence to remind the problem that occurred and add the solution they came up with. That way the group 1 can clearly see how the SMP evolves. The wiki also allows the two group to make references. The first group might want to reference the issue they are talking about and the second group will surely refer to the part of the SMP that was modified.
  • Use templates on the wiki to make it easier to structure pages so people can be familiar with it. Giving your wikis some structure will make people more likely to contribute actively.
    Also add a search function to the wiki. It is a heavily used function that takes a lot of sense in this case where keywords can really help users to find the issue/solution they want.
  • It is always tough to introduce a new tool in a organisation and have it used by a lot of employees. So just like for Facebook and Twitter the organisation needs to train all the users to make sure they know how to use a wiki and how useful it can be in this case. The organisation is small enough to make this step easy as oppose to big companies who have to deal with thousands of employees to train.
    That step is also really important as it will surely increase the number of wikis used in the organisation for other purposes. Each employee can now realise that wikis can help them being more productive and therefore spread the word across the organisation.

That use of wikis doesn’t only make the SMP more accurate and complete, it also helps the organisation not to make the same mistakes twice in terms of communication in the social media and is an efficient way to reflect on the difficulties that can be encountered.

That is all for this week I hope you found this use of wikis interesting and the way to implement my strategy accurate.
If you are looking for more info on how wikis are used in companies, go to those links! :

How to use wikis for business projects
Managing wikis in business
7 effective wiki uses and the companies that benefit from them

See you soon ! 😉


External Blogging Strategy for non-profit organisations

Hi everyone,

For the next weeks I am going to work on the non-profit organisations sector and the way Social Media can help them do what they do. I will focus my research on one company in particular. I won’t reveal its name but you don’t actually need it! 🙂 It is a community organisation based in Brisbane that works with the local community to develop and deliver locally based services and activities in order to deal with the issues and opportunities that life can present. Their client can be basically anyone they can help. Like most of the non-profit organisation at a local scale, the idea is to promote a diverse and socially just community. Their stakeholders are clients, staff, the local community, other community groups and organisations, and the broader community and funding bodies.

Among the different needs an organisation like that can have, we will consider the major ones that follow :

  • reach more and more people around their activities,
  • build a loyal following,
  • let this community aware of their recent activities,
  • and let the community members interact with each other and the organisation itself.

I will now propose an external blogging strategy that deals with those needs for the organisation I chose.

  • The organisation first needs to choose wisely the tools it wants to use and its number. External blogging may achieve to reach more people if spread on every possible platform but can also weaken the community as its member will have a hard time finding the information they need and be heard. My strategy is more efficient on a small number of platform as it is all about building a loyal following and creating a strong and local community.
    Considering the region we are dealing with the two major social media platform Facebook and Twitter definitely suit the organisation. Brisbane is a big city were small local platforms do not find their place. They obviously provide a lot of potential followers. Starting with one of those two platforms to be sure the community will first be strong before being big sounds like the option to choose.
  • It is a priority to interact quickly with the community. That will create the feeling that the members are heard and will strengthen their loyalty. People cannot be loyal to you if you are not loyal to them. It is even more important for a non-profit organisation that deals with local community, it is all about people. Taking the time to give an answer to everyone is very important.
  •  In order to do so the number of people in charge with the social media platform will always have to be enough. That number might have to increase as the number of followers increases. It would be a mistake to underestimate how efficient social media platforms can be to build and strengthen a community.
  • Those people in charge must be trained to respect the basic principles of social media and the social media policy that we already talked about in earlier posts but also to transmit the correct image that the organisation wants to transmit. That is to say introducing strong relationships with the community members while keeping some kind of overall message that is specific to the organisation.
  • Use this platform also as a marketing toolYour followers must be aware of what is happening in the community but also the recent achievements of the organisation. That will let them know what you are capable of, so if they know someone the organisation could help they might tell the person about you. Be careful not to overwhelm your Facebook or Twitter page with too much content though. The members have to feel like it is also their page, where they can interact with the community and the organisation.

I hope you enjoyed reading this post and the description of this strategy was interesting to you. If you have any ideas of how to improve it for the company I am working on do not hesitate to post a comment!

If you want some more info and see my references go to these websites :
Internal or external blog?
Some external blogging sites
Tips for starting your own external business blog

See you soon ! 😉


The use of Social Media by Aberdeen Airport


Hi everyone,

Today I a going to describe how Aberdeen Airport made a very good use of Social Media, as much externally than internally.

Aberdeen Aiport is an international airport located at Dyce near Aberdeen in Scotland. It is owned and operated by BAA, which also owns and operates five other UK airports. Its use of Social Media made is quite famous.

Aberdeen Airport first launched its Facebook and Twitter pages in 2010 in order to communicate with passengers during a crisis. Realising the strength of such tools, they made use of it everyday as a service to engage in a dialogue with their customers. They decided to train each of the airport duty manager in order to respond out of hours. That way the passengers could get answers to their questions whenever arise. The values of the company on social media is honesty and speed of answers.

They of course make use of Social Media to promote their products and offers. The day that their mobile app was downloaded the most was with no surprise when they promoted it on their Facebook and Twitter pages. They posted a link to the mobile app page which I think is the best way to get downloads. Making an app page is essential. They also use Social Media to free up the communications team during a crisis by communicating trusted messages which is very useful.

In 2012, they launched their “staff facing social media“. This tool is used to make sure the staff is aware of the presence of a recent communication message on the existing channel of the company. The example they give us is quite explicit :
We would never publish the details of a newly agreed pay deal on our Facebook page, but we would use facebook to remind staff to look in their daily briefing sheet for a pay deal update next time they are on shift”

While being informative, this channel is also here to be more personal and relaxed for the staff. So it is used to promote staff social events and events of the staff itself.

One other strength of Aberdeen Airport in Social Media is their ability to take complaints openly.

If you are intersted in the use of social media by Brisbane Airport make sure to check this powerpoint that we studied in class :
Alexander Dreiling – Brisbane Airport Guest Lecture

That is all for Aberdeen Airport I hope you enjoyed this post! Make sure to comment on it if you have anything to say!

See you soon 😉


How hard is it to implement Web2.0 for a company?

Hi everyone,

Today we will try to understand how hard it can be for an enterprise to implement Web2.0. Indeed it was widely accepted that the adoption of social tools by enterprises would grow exponentially but it actually is a much slower phenomenon than predicted. Only 20% of the companies in the US and Europe use blogs, forums or wikis. Not because enterprises are not aware of the benefits, but because they believe what they have to go through is not worth it. Finally we will focus on Novell and the way it successfully adopted these tools.

  • A lot of CEOs wonder if Web2.0 is a trend that may be gone in a couple of years.
  • Before implementing Web2.0 in your enterprise you have to know if your company is ready for openness and transparency. Externally or even internally can you allow that much comments about your plans, your methods, your past products etc… We discussed about it in previous  posts, a lot of decision-maker are afraid of losing control of what is said about their company. Web 2.0 tools generally reduce management’s ability to exercise control.. It is a matter of culture, Web2.0 tools are predicated on an open corporate culture that also allows hierarchies in the company to be circumvented.
  • In order to implement Web2.0 tools companies have to train their employees and that represents a real cost. Firstly because some employees may not know how to use the tools but also companies are also afraid of the blur between professional and personal comments made by their employees during their work time. They have to know the Social Media Policy of the company if it exists and if not the basic principles of the use of social media tools. Also employees require time in order to actively participate in Web2.0 media which represents another leak of money for the company.
  • The tools used must be chosen wisely in order to reach the customers you really aim. Also changing the tools used can be expensive. You need to review your strategy, train your employees again… Here is a chart i found in a study made by an enterprise called Frosta which wanted to estimate the ROI of implementing Web2.0.
    The first think you see is that the number of employees using the tools is low. The company may consider that it has to train its employees more and show them the benefits of these tools. The second thing you notice is that the tools are obviously used in really different proportions so the choice of those tools is really important.
  • The use of blogs or wikis can also lead to conflicts within the company which also frightened some companies leader.
  • It is very hard to estimate the ROI of implementing Web2.0. Fewer than 20% of the decision-makers worldwide even measure the ROI of their Web 2.0 project in the first place, often because they lack relevant data and measuring concepts.

Hopefully a lot of company adopt Web2.0 tools successfully in with they activities. We will focus our attention on Novell implementation of wikis for internal purposes. Novell started to use wikis both within teams and across their enterprise. It is now an integral part of software development at the team level. To support wiki use within the enterprise, Novell has incorporated them into the single sign on authentication within their intranet and integrated wiki content into enterprise search engines. They also use wikis  in order to share ideas, articles, and commentary about specific ideas. Why not to put the link you want to share with your colleagues into the wiki that deals with the same topic instead of sending it by email? The context of the link is easily accessible. In general it is more suitable for a discussion.

Novell now uses wikis as a standard means to facilitate event planning and management. They use wikis for their event to let the attendees share information on travel logistics to coordinate flights, car rentals, hotels, etc, which is far more efficient than the need to have employees in charge to send out emails to all attendees.

Novell is an example of success in collaborating globally as it uses wikis across their enterprise for projects, events, logistics, conversation and more…

Here are some very interesting links if you want to know more :
How companies are tapping the benefits of Web 2.0
Implementing Web2.0 in an enterprise
More success stories
Interesting study on the ROI of Frosta use of Web2.0

Hope you found my post interesting,

See you soon 🙂


Legal risks for Apple implementing Web 2.0

Hi everyone,

On this post I will talk about the legal risks that a company incurs after implementing Web 2.0 tools, and what a Social Media Policy (SMP) can do to prevent those risks.

I will focus my attention on one company, you may have heard of it, its name is Apple. 😉

Apple is very famous for many reasons. It doesn’t only provides good products, it also works so hard to maintain a global image of perfection, hard work and professionalism. The result is that Apple has so many fans, the “Apple addicts”, but most importantly for us, everybody has huge expectactations towards their new products, their after-sales service, basically everything where Apple is involved.

  • Loss of reputation : From the companies that would suffer the most from a loss of reputation I’d definitely quote Apple. Lots of people now buy Apple products for what the brand represents, not for the product anymore. Don’t you think?
    In my last lecture in QUT was mentioned the fact that employees don’t make such a difference between personal and professional information they spread on social medias. That is the cause of a lot of trouble for companies, and the employee itself of course. What if an Apple employee starts complaining about his working conditions on twitter? Even if he is exaggerating and he didn’t mean to hurt Apple reputation, his tweet can become famous in a couple of hours and have bad consequences for Apple and himself.  Apple is clearly aware of this as shown in its Social Media Policy :“The lines between public and private, and personal and professional are blurred in online social networks. Respect your audience and your co-workers. This includes not only the obvious (no ethnic slurs, personal insults, obscenity, etc.) but also topics that may be considered offensive or inflammatory. In sum, use your best judgment.”

Obiviously Apple cares a lot about what is said on the social media. The Social Media Policy is here to remind the employees what they are allowed to do or not do on social media. Here are some other statements of their SMP :
– Employees are not allowed to discuss about Apple on their website if they have one
– Blogs, wikis, social networks and other tools should not be used for communication among employees !
– Staff are not permitted to post messages or commentary on any Mac or Apple related websites, whether they identify themselves as Apple employees or not (that might remind you some case in my last post if you remember it :P)
– Customer privacy is viewed as a priority for Apple as a brand. Any information concerning customers is not to be discussed online in any circumstance. Apple employees are also not permitted to contact customers for social reasons or soliciting outside of business.

Indeed, last week we showed how social media allows company to show their “human side”. We understand that in order to preserve its outstanding brand image, Apple doesn’t want to get to much humanized.

  • Confidential information : Apple success is also based on really good engineering and state-of-the-art technology. This is why they fear a loss or disclosure of confidential information that much.

Apple cannot afford any leak of information, they need to stay ahead otherwise they will lose thousands and thousands of customers. Back in 2007 when Steve Jobs launched the first Iphone he said Apple was 5 years ahead of everybody. But Samsung didn’t wait 5 years to launch similar products. Is it due to a leak of essential documents by Apple, or simply the talent of Samsung engineers?

Anyway, Social Media is the perfect place for a disclosure of confidential information. Think about it, a rumour being confirmed about the new Iphone 5 or denied could ruin its debut. This is the reason why you can fin in Apple SMP that “Apple employees are not allowed to speculate on rumours. This includes confirming or denying any information concerning new products, Apple regulations or services.”

I want to show you this video of Steve Jobs talking about the Iphone 4 that was left in a bar by an Apple employee two months before it was released. A blog called Gizmodo made a video out of it which Apple is obviously really angry about.

The case in itself is slightly different from what I am talking about, it is not a leak of information made on social media by an Apple employee, even though at the end its a blog that will make the damage to the brand. But what is interesting here is the choice that Steve Jobs has to make. Does he change Apple policy or continues to respect the same initial principles that made its success. That is what Social Media Policy is all about.

Thats all for today I hope you enjoyed my post don’t hesitate to comment on it !

See you soon 😉


Is Web 2.0 risky for you entreprise?

Hi everyone,

Today we are going to talk about the risk and benefits an entreprise can get from implementing Entreprise 2.0.

It is largely understood that implementing Web2.0 can be very effective for the productivity of you enterprise, but I think we don’t highlight very often all the real opportunities of it and also the huge mistakes that can be done.

How can Web2.0 be a real benefit for your entreprise?

  • Well it is true that implementing Web2.0 can increase productivity and efficiency. Companies are using internal blogs to share knowledge and create conversation, wikis to collaboratively publish documents, and social networking tools to manage expertise and knowledge. There are now ways to deal with information very efficiently. Email are only visible to those who are included in them.Employees also come to demand and expect their employers to let them take part in the decision-making process regardless of hierarchy. Social Media allows them to participate creatively in the decision making which affects their work positively. And its also true for customers ! Its all about humanizing the enterprise, and giving the customers a whole new experience of dealing with companies. Let me give you one of the many examples that illustrate my point.The Papa John’s Pizza chain promoted their Papa John’s Speciality Pizza Contest using Facebook. It was up to the fans to come up with a new pizza for the company.
    That contest created a real buzz and increased the number of fans of the company by quite a lot.
  • That statement leads us to the second point : Web2.0 allows companies to increase their reputation. Humanizing the companies makes the customer feel closer to it so he might start talking about it around him in a good way. Let me give you another interesting example of the way social media tools can be used. (I love pizzas!)
    Domino’s Pizza has improve its brand image this year through interactive social networks. They started to get that their pizza previously tasted similar to cardboard so they created a tab on their Facebook page where fans could complain as much as they wanted about their pizzas.

    Their use of Facebook to listen fans opinions was a great way to begin to improve the bad image that was initially attached to their brand. Domino’s continues to interact actively on their page offering responses and updates for fansNow that we’ve seen the majors opportunities that Web2.0 can provide to enterprises, let us consider the risks of implementing such tools.
  • The main risks is the loss of control, inside or outside the company. Employees are using social softwares to talk to people inside and outside the organisation, often without their employer’s knowledge. That could be a potential threat for companies who rely on capital informations. Like Apple for example. Before each Apple product is released, the media sphere is already full of comments and hypothesis on the new functionalities of those products. Apple takes every possible measures in order to keep the secret. Do you think they can let their employees discuss freely about their plans and be aware of some important decision? I don’t think so, that would be far too risky. That example illustrate the risk of security as well.This loss of control can also come from the outside of course. Customers, as they get tools to become closer to the company, can also make it crash! Here is the example of MacDonald (which obviously didn’t crash :P) who initially tried to use the hashtag #McDStories on Twitter to spread positive stories about the company. But instead they got very negative press!Companies must be so aware of all the possible bad consequences of their act on social media softwares before going for it.
  • As you understood, the last example also illustrates the bad reputation a company can get from using social media. That risk comes easily with a lack of reliability as a consequence of your acts on the social media sphere. All the values that you think must be associated with your brand must be perceptible on your social media policy. If professionalism is part of it, well you should act professionally. Not like this Manager of Product Planning at Honda who posted about his interest in the design of a new car, thinking he would not be recognised.
    The media picked up the story and Honda issued an apology the next day, which means too late anyway. That also means that you should never underestimate the level of accuracy expected on social media by its users. They will very well verify the reliability of an information they are doubtful about.

More info at :
30 Enterprise2.0 Case Studies and Reports
Enterprise 2.0 Success Stories
Social Media Case Studies

Thats all for today I hope you got interested in my post, don’t hesitate to comment on it !

See you soon 🙂

Personal productivity thanks to Web 2.0 ?

Hey everyone! Today I’m gonna talk about personal productivity made possible by Web2.0 tools.

Just a quick reminder, personal productivity is basically the completion of the action cycle that follows :
– Setting meaningful and measurable objectives
– Evaluating the objective into actionable items
– Completing the individual actionable items
– Reviewing and acknowledging your progress

I want to start with two examples that I usually mention when someone is telling me Web2.0 is useless. Then I’ll talk about a tool I just discovered!

The first example is about social media. I called Facebook. “I don’t use facebook, people are to addicted, they are living a fake digital life, they’re out of the real world blablabla…”

Well, that can be true for some Facebook users let us not deny it. But don’t you think Facebook can also be very profitable? I think everything depends on what you do with it. What do you think?

The example I always mention is how Facebook allowed me to find friends I hadn’t seen for 10 years. My primary school friends !! Yeaaah! 🙂

Thanks to facebook I organized a big party at my place in Paris with almost all of them. That was amazing, we had such a great time watching some old movies of our theatre show back in year 2000 and eating crepes together.
Objective : don’t forget my very first friends –> personal productivity ! ^^

The second example I usually mention when I hear that Web2.0 tools are gadgets : You guys may have heard about wikis, but do you know doodle ? None of my housemates here in Australia had heard about it !

Let me give you a good example of why to use doodle : I wanted to go to the Lone Pine Koala Sanctuary that I guess you all know. I wanted to know when my friends were available to go with me ! So I created a doodle (basically a schedule) with the time slots where I was available. Then, I sent the link of my doodle to my friends and they filled it according to their free time ! Its a really easy way to schedule an appointment. Here is what it looks like.


Yeah this one is in French, but thats to show you how simple it is. Don’t tell me you don’t get it 😛 Do you think an email conversation could be that efficient ? Well, I don’t !

I’m interested in the use of Doodle in Australia, does some of you use it regularly ? In France I think it is quite usual for business as much as for personal use.

Now let me tell you briefly about a Web 2.0 tool I just discovered.

I had heard about the term “RSS”, and knew what symbol was referring to it. But I never really knew what it was. Well, I know now, thanks to Commoncraft videos. Btw if you are interested in Web2.0 tools you should definitely check their website.

I have to say RSS makes me gain a bit of time. Let me show you what my Safari Bookmarks bar looked like:Image

On all my bookmarks, 15 in total, 7 can be erased now thanks to Google Reader based on RSS. I don’t need to check all of these to know if new content was added, I simply have to check my Reader ! That won’t probably change my whole life you may say, and you’re right, but its gained time. Its pretty awesome. Is it pretty common in Australia ?

Hope you liked my post, don’t hesitate to add any comment !
Tell me about how Web2.0 tools assist with your personal productivity

See you soon !

Hello Everyone !!

Hey this is my first post welcome everyone!

I just started a course called Entreprise 2.0 at QUT and we need to make a blog, which is perfect because I wanted to make one anyway! 😛

I’m an exchange student coming from France several weeks ago. I’m born in Paris and always lived there. This blog is the opportunity for me to share with QUT students but not only. As you may guess, to participate in a community is very important when you’re coming from the other side of the world. So here we are, do you want us to be a community?

Well, I guess it is not that easy. I will have to reach you guys, which means I’ll have to disseminate my blog post in the right places maybe even at the right time. Everything goes so fast with social media. 🙂 I also need good content obviously. So I will work on my post them to be so interesting you couldn’t skip them haha

Lets go tagging!

Here u can find some blogs that are pretty successful in France. The reason of their success is I think that their creators work so hard to produce useful posts and to disseminates them in the web community. The third point I think is they are very good at developing the customer loyalty.    Feels like reading a book with real events every days. The author works almost full time on her blog to make it interesting !    Bon appétit ! Again, each post is the achievement of a very hard work. French cuisine !

Hope you will enjoy my blog, see you soon 🙂


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