4 Cs of collaboration – Capturing the benefits of social technologies
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Transcript of 4 Cs of collaboration – Capturing the benefits of social technologies
4Cs of CollaborationCapturing the benefits of social technologies
23.5.2013 Richard von Kaufmann // Head of Social Media & Collaboration // co-founder
Helping businesses win through being social.
Zipipop is the social media company in Finland
more loyal clients
better customer support
improved business collaboration
better employee motivation and recruitment
4Cs of Collaboration
•Community (must have a shared purpose)
•Communication (cultivate an ethic of sharing)
•Coordination (tool selection, training, and rollout)
•Co-creation (efficiency savings, innovation, etc)
No DoubtSocial media has change the way we do things.
New encyclopedias
New photo albums
New contact books
New diaries
New intranetsNew communication channels
New marketing
New workflows
New PotentialNow it’s changing the way we do business.
8
What are social technologies?
Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content. (Universal McCann’s Social Media Research Wave 3, 2008)
• Find out about each other.
• Form teams, communities or informal groups.
• Work together on the same work objects.
• Discuss and comment on their work.
• Discover other people with common interests.
Benefits:
Gartner, October 2009
• Learn from others' expertise.
• Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in.
• Accessing relevant knowledge and expertise that can be used to formulate a plan of action when decisions need to be made.
Gartner, October 2009
Benefits:
Only 19% of organizations rate their overall satisfaction with their Intranet 2.0 tools as good or very good.
Prescient Digital Media Report 2013
But still…
“Here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin. It is, as far as he knows, the only way of coming downstairs, but sometimes he feels that there really is another way, if only he could stop bumping for a moment and think of it.”
A.A. Milne – Winnie-the-Pooh (1926)
“Winnie-the-Pooh” Original drawing by E H Shepard
Taking the leadManagement needs to dive in.
http://www.sxc.hu/photo/624694
Without an audience, we are not motivated… http://www.besser20.de/english
Collaboration steering committeeEnthusiastic influencers need to be selected from different parts of the organization
Marketing
HR
Customer service
Communications
R&D
Management
Salesconnectors — transformers
Usage rules
• Setting the right usage rules for collaboration tools is crucial
• Collaborative spaces should be pre-populated before inviting people in
• New users learn the rules through observing how the community is already using the space.
People don’t read an instruction manual on how to use Facebook — they copy existing behaviour
Empowering employeesEmployees need to feel comfortable engaging online.
lamunecadelasonrrisaalegre.blogspot.com
6x User workshops
User review workshop
OSKE Collaboration Workshops*
Client Q&A / Online survey
Yammer & Google Sites Setup
6 x Community Manager / Admin Workshops
Preparation 2nd Month 3rd Month 4th Month1st Month
“The social media policies introduced by Zipipop have already improved our communication and collaboration processes. Although many of the participants had no previous experience using social media, Zipipop’s training has enabled them to fully engage with the new technologies.”
Riikka Pellikka (OSKE, Head of Communications)
* Workshop order and months grouped and adjusted to aid understanding
What is a Community Manager?A Community Manager guides communities towards smooth and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
Community Manager roles
Motivator
Takes care of release schedules
Evangelist
Encourages participation
Keeps discussions going smoothly
Chair
Judge
Solves disputes
Content Manager
Organizes the content
Social Media Toolbox
Campfire
Basecamp
It is more about guidelines and coaching than implementing technology.
Facebook pioneered the development of the live “News Feed” stream. This interaction format is now widespread in many services and it is fast becoming a standard part of business software.
Micro-bloggingBenefits:• Improving awareness
• Requesting help
• Finding people
• Sharing tips and links
• Coordinating
• Reduces overall email traffic
• Makes important email standout
Business software has now adapted the News Feed and micro-blogging
practices to improve collaboration within and between organizations.
What really motivates workers?
Harvard Business Review asked 600 managers to rank what motivates employees:
• recognition
• incentives
• interpersonal support
• support for making progress
• clear goals
Which one did 12,000 employee diary entries highlight as the most important?
support for making progress
4Cs of Collaboration
•Community (must have a shared purpose)
•Communication (cultivate an ethic of sharing)
•Coordination (tool selection, training, and rollout)
•Co-creation (efficiency savings, innovation, etc)
Zipipop’s client process overview
Employee “empowerment” training
Social technology rollout
Management interviews & employee online survey
Rollout plan
Collaboration strategy workshop + document
Change management workshop + document
Tool selection
Establishing collaboration steering committee + influencer & resource mapping
Collaboration Benefits Intro Workshop
Internal blogging
Best practices
Social networks
Collaborative culture
Collaborative docs
Intra/extranets
etc
Knowledge sharing
Recommend rollout order (depending on organizational level of social collaboration maturity)
Selected hands-on tool training
Kiitos!
Richard von KaufmannHead of Social Media & Collaboration // co-founder045 11 222 [email protected]