Blogs

Q: today, more and more marketers are seeking to engage with prospects and customers. ultimately, marketers are looking toward egagement with the belief that it will lead to specific customer emotions and behaviors – measurable results like preference and sales – resulting in the recent uptake in the quest to find an engagement metric. but what is engagement? what does it really mean in marketing?

A: the social customer now has more means at their disposal than ever before to find and exchange with like-minded people – kind of like a village but now on a global scale. they will discuss your company and form their own opinions which they can then propagate if they choose through their social networks. this is regardless of the messages the company would like to position, and especially if it these are deemed to be incongruent with the actions of the company.

SME 2.0
    1.    In Europe 99% of businesses are SMEs and 81.1% in Italy (according to Istat (2007): 46.5% of enterprises are micro, 22.1% are small and 12.4% average). In regard to content creation and participation, the online community complies with the principle of 90-9-1. Focusing on these two data: how can a SME have the culture and the strength to produce enough content to keep alive the interest in a 2.0 system? Does innovation start from the bottom for SME, too?

Leo: ciao Giacomo, prima di addentraci nella conversazione parlaci un po' di te; come ti definiresti, o come ti piacerebbe che gli altri ti vedessero..?

Sono innanzitutto un formatore, e mi occupo di accompagnare le organizzazioni nel delicato passaggio a modelli più aperti di collaborazione con le nuove tecnologie.  

Leo: tra i tuoi interessi professionali vi è certamente l'intranet management (che è anche il nome del tuo blog) e di un libro di successo; secondo te quali sono i principali cambiamenti ed evoluzioni che vedi in questo ambito? 

Nell’ambito del management si sta passando da una visione monolitica (un settore gestisce tutto lo spazio) ad una visione plurale e condivisa. Nei primi progetti I.T. o H.R. gestivano in toto uno spazio per tutti gli altri: lentamente si sta passando all’idea di una gestione condivisa. Naturalmente ogni azienda realizza questo passaggio a modo suo, attraverso strumenti organizzativi propri (gruppi di lavoro allargati, comitati editoriali, redazioni diffuse, campagne di coinvolgimento, strumenti collaborativi a disposizione di tutti).  In genere nei migliori progetti troviamo un bilanciamento ottimale tra una gestione centralizzata degli aspetti infrastrutturali e di design e una gestione partecipata dei contenuti. 

I'm Davide Del Monte, I'm an "information worker": currently I manage the intranet website of an international company with subsidiaries worldwide. Web developer and web designer, i'm interested in 2.0 matters since these issues were only academic discussions. I'm graduated in Managerial Engineering (italian readers could see my thesis about ICT technologies for Enterprise 2.0 and Project Management - 2008) . I made plans for development of corporate portals with wikies & blogs and realized several blog-based websites.

Davide: What a good intranet must have?

Jane: A good intranet must have 3 things:

1. user focus,

2. a strategy that is aligned to the business

3. governance and management policies that are integrated into "business as usual"

Davide: Wich are the best practices to adopt enterprise 2.0? Is there a common roadmap?