Transforming Your Company to Embrace Empowered Employees and Customers

Josh Bernoff (Forrester Research), Ted Schadler (Forrester Research)
Social Media & Marketing
Location: Empire West
Average rating: ****.
(4.55, 11 ratings)

The challenge in embracing social technologies has moved beyond strategy to organization. Technology – mobile, social, video, and cloud – has empowered customers. Employees can use the same technologies to reach out and solve their problems. But companies aren’t set up for this. Based on case studies from over 25 different companies, this session will show how to manage a company so that employee problem-solvers can make these connections.

How can you make the employee problem-solvers in your organization effective? This session will show how to:

1. Identify the most influential class of customers in your business. Based on Forrester Research survey data, 16% of online consumers account for more than 80% of the influence. Who are they? How does this ratio vary by product type? Learn a technique for identifying the mass influencers in a market.

2. Turn the influencers to your advantage. Case studies on customer service, mobile, and word-of-mouth will reveal the best techniques and show how problem-solvers in organizations accomplished those successes.

3. Use these same technologies make better collaboration possible in the enterprise.

4. Run a business in which managers, IT, and employee problem-solvers work together effectively.

Photo of Josh Bernoff

Josh Bernoff

Forrester Research

Josh is senior vice president, idea development, at Forrester Research and is responsible for identifying, developing, and promoting some of the company’s most influential and forward-looking ideas.

Josh is the coauthor of the BusinessWeek best-selling book Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), a comprehensive analysis of corporate strategy for dealing with social technologies. Groundswell has won critical acclaim: Abbey Klaassen of Advertising Age picked it as “the best book ever written on marketing and media,” and Amazon’s editors put it in the top 10 business books of the year. In 2008, the Society for New Communications Research picked Josh and his Groundswell coauthor Charlene Li as “visionaries of the year.”

Josh’s research, analysis, and opinions appear frequently in publications like The New York Times and The Wall Street Journal. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age. Josh has keynoted major conferences on television, music, marketing, and technology in Barcelona, Cannes, Chicago, London, New York, Rome, Tokyo, and São Paulo.

Photo of Ted Schadler

Ted Schadler

Forrester Research

With 22 years of experience in the software industry, Ted advises Forrester clients in a wide variety of industries on collaboration tools and strategy assessment, telepresence and videoconferencing, instant messaging and Web conferencing, cloud-based email and collaboration, collaboration on smartphones, the consumerization of IT, and surveying and segmenting information workers. In 2009, Ted spearheaded the launch of Forrester’s Workforce Technographics®, the industry’s first benchmark survey of workforce technology adoption. Ted is also the co-author of the new Forrester book, Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business, (Harvard Business Press, September 2010). This management book helps CIOs and IT organizations implement strategies for supporting workforce “HEROes” – highly empowered and resourceful operatives – who harness social technology, mobile devices, video, and cloud services to solve customer problems. Ted has appeared as a technology industry expert on ABC, CBC, CNBC, NBC, and PBS and has been quoted in publications such as BusinessWeek, The Economist, The New York Times, and The Wall Street Journal.

Comments on this page are now closed.


Norma Santoyo
09/29/2010 10:26am EDT

great talk. can we get a copy of the slides please?

Norma Santoyo
09/29/2010 10:25am EDT

great talk. can we get a copy of the slides please?

Picture of Bob Kosovsky
Bob Kosovsky
09/28/2010 8:06pm EDT

Was a really nice talk – you could tell how everyone wanted to rush out and buy the book. My summary of the talk is here:

Picture of Omar Habayeb
Omar Habayeb
09/28/2010 4:47am EDT

I am extremely excited for this session!

Lotus knows
  • IBM
  • Microsoft
  • Rackspace Hosting
  • 3DVIA
  • Authorize.Net
  • HP
  • Neustar, Inc.
  • OpenSRS
  • open{subnet}

Rob Koziura
(415) 947-6111

Kaitlin Pike
(415) 947-6306

View a complete list of Web 2.0 Expo contacts.