Page 99 - Social Media Marketing

setting expectations, policies, and objectives in advance, you can get where you want to 77
go much more quickly than you would otherwise.
■ REVIEW AND HANDS-ON
Lotus Notes

Ray Ozzie, drawing on his experience with PLATO Notes, developed Lotus Notes in the ’80s and
then successfully commercialized it in the early ’90s. Where PLATO Notes was the basis for early
online discussion boards, Lotus Notes took the idea to the personal desktop and into business. You
can read more about one of the earliest applications for organizational knowledge sharing here:

http://en.wikipedia.org/wiki/Lotus_notes

An Inclusive Rollout Program
The rollout and launch program should accommodate everyone. There is an important
insight here: Your customers will self-select: They will choose the technology they are
comfortable with. Because they have a choice, they generally won’t feel left out if they
choose not to use some particular channel. Beware: When it comes to employees, there
is a real “digital divide” issue. When implementing any internal workflow, sharing or
similar application, it is essential that everyone be included.

Just how individuals are included is specific to the organization: The point to
get right is to ensure inclusiveness. If the new enterprise platform is seen as being “for
those people,” then not only will it fail to deliver on the core goals of cross-functional
knowledge transfer, it may actually force the organization backward as it reinforces
rather than breaks the walls that stymie collaboration. Penn State’s “Outreach” enter-
prise platform rollout (see sidebar) is a particularly nice example of the deployment
done right.

Penn State Outreach

Penn State rolled out an intranet platform—in about six weeks—to support its Outreach pro-
gram in 2009. The steps that were taken to ensure acceptance by the entire staff are particularly
noteworthy.

http://www.thoughtfarmer.com/blog/2009/02/04/pennstate

Review and Hands-On

This chapter covered the concepts of building or reshaping a business or service orga-
nization to take advantage of Web 2.0 technologies. This chapter served to set a foun-
dation for the processes, cases and specific solutions covered in detail in upcoming