What we do

The Social Network Roadmap(SM) enables companies and governments to create more value with social networking and other disruptive Web 2.0 technologies. The Roadmap is a collection of tools, processes and services that helps managers to mitigate the risk of introducing social networking into their businesses—and scaling and integrating Web 2.0. The people who appreciate it most are often in situations like these:

Social Network Roadmap(SM) Use Cases

NextLevel—Various groups have experimented with any combination of Facebook, LinkedIn, blogging, Twitter and YouTube with mixed results, and management wants to formalize and expand the approach
Go-to-market—The executive team wants a strategy to use social networks to support a major go-to-market initiative
Orphans—The organization has launched blog(s) and abandoned them because they didn’t have the resources to engage readers
StartRight—The company has little/no experience, limited resources and wants to minimize unproductive experimentation
NegativeUGC—Your company or a close competitor has suffered with painful consumer generated content like United, Domino’s, KFC or McDonald’s and you want to mitigate the risk that it will happen to you
Lackluster—The department has built its own social network with Lotus Connections, Microsoft Sharepoint or a pureplay platform like Ning, Small World Labs or Groupsites—with tepid results
M&A—Management is preparing to sell the firm or merge and wants to engage stakesholders like regulators, potential buyers and analysts as well as clients
Employees-are-us—Managers have heard about using social networks to change the alumni approach and want an approach to pilot an alumni social network
Post-merger integration—The executive team wants a strategy for superior outplacement, attracting new talent and better collaboration among employees

Three Tracks

The Social Network Roadmap(SM) (SNR) has three tracks (levels of service):

SNR Enterprise is an enterprise-strength process for organizing a commercial or government enterprise’s social networking initiatives, policies and strategy across all phases of the adoption life cycle.
SNR Pilot is a quick-hit way to plan, launch, manage and measure the results of Web 2.0 pilots.
SNR Preliminary is quickly educates your team about social networks’ relevance to your industry and organization.

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Social Network Roadmap(SM) Preliminary

We use the SNR when leading briefings, seminars and workshops to familiarize teams with how social networks are relevant to their businesses, what their peers and competitors are doing and how they might respond.
We conduct private briefings for executive teams, we lead workshops at conferences, and we hold our own events. Workshops also work well in conjunction with global or national company meetings, or conferences.
Most briefings and workshops are 1/2 to two days, and they feature structured learning, activities, takeaways and materials.
More on executive briefings and workshops here.

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Social Network Roadmap(SM) Pilot
Phase One	Phase Two	Phase Three

Assess Web 2.0 environment Identify stakeholder characteristics Process analysis Web 2.0 venue/site analysis Competitor/Brand analysis	Firm Core Competency Analysis Stakeholder issues & actions (activity, workstreams) Firm Web 2.0 opportunity & USPs Web 2.0 good practices Firm resource analysis Organization analysis	[Social Media Policy] Pilots designed to mitigate risk Fast cycles with rapid feedback Small investments Portfolio approach Knowledge transfer focus Learn by doing
Deliverables
[Web 2.0 Prediagnostic Brief] Stakeholder Analysis Brief Process Analysis Brief Web 2.0 Venue Analysis Brief Competitive Analysis Brief Opportunity Analysis Brief Web 2.0 Ecosystem Map	Firm Competency Brief Stakeholder Issues & Actions Brief Social Business USP Brief Social Business Good Practices Brief Firm Resources Brief Organizational Analysis Brief Social Business Strategy details 4-6 pilots Pilot Charters (project plans with timelines, resources, measurements, etc.)	[Social Media Policy] Exercise pilot charters/run pilots Champion, Manager & Contributor templates Lead & mentor teams through pilots Measurements for pilots Mentoring in how to set up, expand and manage conversation [Social Business Competency Team set-up] Measurement and iteration: Scale successes Kill what doesn’t work
End State
Ecosystem (external) Vision	Enterprise (internal) Vision/Strategy	Pilot(s)/Execution
More information	More information

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Social Network Roadmap(SM) Enterprise
Phase One	Phase Two	Phase Three

Due Diligence Vision Web 2.0 impact on your industry How you look Identify stakeholders Workers, partners Internal customers Investors Evaluate process suitability for pilots Feasibility of using RSS, mashups Baseline Evaluate current state Enterprise 2.0 “Pfacebook” Intranet Consumer initiatives Data flow facility Pinpoint critical internal data Gap analysis Governance Policies & rules Confront fears Define proprietary Define what’s shared where Employees + (partner extranet) Security plan and procedures Legal, HR, process owners… Social Media Policy & Guidelines	Web 2.0 Ecosystem Audit Assess Web 2.0 environment Identify & rank stakeholders (SHs) Create personas Conduct Web 2.0 venue analysis Engage SH leaders Influencer analysis Apply SNR Analytics Web 2.0 Readiness Assessment Define SH activity/workstreams Map firm USP to Web 2.0 venues Assess resources to engage SHs Organization analysis Mitigate gaps Finalize Social Business Strategy Web 2.0 Competency Team WCT Charter & Champions Competencies Mentoring program Culture change Alumni program Create Social Network Life Cycle Model Define metrics schema & baselines	Pilot Design pilots to mitigate risk Fast cycles with rapid feedback Small investments Portfolio approach Skills transfer focus Measurements Scale Morph pilots into programs Alumni, training Reward systems Use social networks to drive growth Formalize programs Budgets Teams Accountability Rewards Integrate Mainstream social network work processes Reengineer legacy processes Solicit stakeholder-driven innovation Products, services Support processes Business model Businesses
End State
Opportunity report + numerous interim deliverables	Adoption strategy + numerous interim deliverables	Business results