Expert Profile – View

What is your name?

Henriette Weber

Who are you and what are you doing?

I tell people that I am a social marketing rebel extraordinaire - which means that I use social marketing to transform businesses inside out. My tagline is that I make companies not look like asses online and make companies into thrustworthy, remarkable and authentic players in the world of both the social web - but also offline.

How did you get to the E2.0 topic?

I got into E2.0 because I can see there's a lot of things about 2.0 that companies haven't grasped yet. It breaks my heart. Basically I think that the companies who are not succesful in enterprise 2.0 will probably not survive in the long run - there's so much out there that companies need to embrace to follow the demand of their clients. Which they don't do because they can't measure it (and how stupid is that ?). I followed up by creating an [[">ebook on "why every company should be a rockband"]] which evolves the rockbandism that is needed for companies to become different kinds of companies. I really firmly believe that rockbandism is putting Enterprise 2.0 on the map and mind for a lot of companies that haven't been thinking about it before.

What is your understanding of the core concept of the Enterprise 2.0 idea?

My understanding is that Enterprise 2.0 is the answer to the transformation we need companies to do these days. We can't keep building companies on structures that date back to the industrial revolution. Whatever Enterprise 2.0 may be for you - it makes you more human and likable - and how cool is that?

What are the main potentials of the Enterprise 2.0 idea?

We as companies get to learn how to be close to our clients - not using scattergun techniques to talk to them, but where we have them in our backhand if we need them for something that gives value to them.
I think the potential is limitless - also because we can use Enterprise 2.0 to become better companies, in terms of user experiences and of making people become better.

What are the main challenges, threads and issues of the Enterprise 2.0 idea?

The challenges are the companies themselves. My sense is that the system is the failwhale here - seriously it are the structures we have been taught as kids and as companies. That failing is bad and control is good. The web is anarchistic. The challenge is that companies can't or won't embrace the chaos of the internet these days.

Please give us three tags that describe your person and work best?

socialmarketing, returnoninvolvement, rockbandism

Please give us three links to articles/contributions that describe your views best?

Uh hard - currently that would be, (but they change all the time):

  • [[">]] - my ebook on rockbandism
  • [[">]] thoughts on shared branding
  • [[">]] - my shared economy IRL startup: "coworking boat pan"
Please give us three names of colleagues that you would refer to as brother-in-spirit?
  • Brian Solis
  • Paula Marrtila
  • Annika Lidne