Get social but not THAT social

@FemkeGoedhart

Business Consultant blogger passionate Critical Usability Social Media Creative Redbook Thought Leader IBM

Development Silverside Document Management Co-worker Listener Consultant Lotus Runner Social Business volunteer Enthusiastic Tester Author languages Judge Administration

Functional design Business process modelling Connections Friend

Until proven differently: Life is Awesome!

“An organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value”

http://www.socialbusinessforum.com/what-is-social-business/

Social Business

Data driven

TraditionalBusiness F1 = Commit F10 = Exit

Connection driven

Company

Employee

Internal External

Social = Tools?

Home page See what's happening across your social network

Blogs Present your own ideas, and learn from others

Communities Work with people who share common roles and expertise

Files

Post, share, and discover documents,

presentations, images, and more

Micro-blogging Reach out for help your social network

Profiles Find the people you need

Wikis

Create web content together

Social Analytics Discover who and what you don’t know via recommendations

Activities Organize your work and tap your professional network

Bookmarks Save, share, and discover bookmarks

Forums Exchange ideas with, and benefit from the expertise of others

Ideation Blogs Gather structured feedback through Ideation Blogs from customers/employees

Media Gallery Upload images and videos for viewing and share inline in community

NO!

Hello Hi!

It’s about being engaged, tools are just a medium

Culture Culture Talk Critical Culture Openness Creative Learn

Transparency Culture Culture Listen Culture Discuss Culture Nimble voluntary Enthusiasm adoption Trust Culture

Communication Culture Consideration Culture

Responsibility respect Culture mentality contribution

IT’S ALL ABOUT CULTURE!

Social?

Collaborate

Attract & Retain Talent

Improve Morale &

Satisfaction

Enhance Productivity

Drive Growth &

Performance

Foster Innovation

Reduce Risk

Benefits of being social

• 87% of IBMers collaborating with others in communities increase their skills

• 84% are able to access experts quicker

• 74% increase their productivity

• 64% improve their personal reputation

Social benefits

IBM Market Insigths, July 2007 Survey of over 2200 GTS Employees

Rigid Hierarchical structures

Good day!

HELP!

How Can I help?

Hi Welcome Hello

What do you think?

What are you

working on?

Did you see this?

Can someone help me?

Or is a new way of connecting needed?

Community: An interactive group of people joined together by a common topic of interest.

Join forces

User types

The Creator: Creates and shares content, writes blogs, instigates change and starts creative processes

The Critic: Responds to content created by others, reviews and updates Wikis

The Collector: Organizes data, collects bookmarks, tags others data, loves to structure in Communities

The Joiner: A conversationalist who loves to be connected and to communicate but doesn’t necessary adds or updates much content

The Spectator: The silent onlooker. Consumer of data but hardly ever contributes or joins in the conversation

The Inactive: The ones that are there but not there. Those that simply won’t use Social Business and will if possible revert back to old structures and sources

Governance

Guidelines & Policy

• Stimulate versus regulate

• Involve your users and ask them for input. They are much more likely to follow and feel connected to it if you do.

• Refer to existing contract stipulations, NDA’s & Code of Conduct, don’t simply repeat what is in there already

• Make it relevant to your situation

• Don’t make it overly broad. You will never catch all possible situations

Etiquette

Manners depend on culture, location and context while principles remain.

Growing and evolving, not static!

Etiquette = Manners + Principles

Consideration Honesty Respect

Connecting across cultures requires understanding and respect.

Culture, location & context

The most effective means of etiquette control rely less on rules and sanctions, and more on norms, values and the influence of peers.

http://public.dhe.ibm.com/common/ssi/ecm/en/epw14014usen/EPW14014USEN.PDF

• Governance board

• Community managers

• Education & training

• Materials & resources

• Ongoing monitoring and evaluation

Control

Commitment

Involvement

Loyalty

Responsibility

Trust or control?

Contracts, policies, guidelines, NDA’s, Monitoring

Openness

Transparency

Respect

Trust

Training, education, support

Encouragement & empowerment

Leadership

Lead by Example

Practise what you

preach

• Train the Trainer

• Early Adopters

• Champions

• Leadership!

Train

Teach

Learn

Explore

Experiment

Keep it positive

Don’t tell them what they do wrong, tell them how to do it better!

Identify

Correct

Learn

Educate

Extrapolate

Incorporate

And when they mess up?!?

You can’t undo what has already been done but you can learn from it!

Engage

Respond

Validate

Acknowledge

Power of a thank you

• Choose the right platform: Private vs. public?

• Always try to see the bigger picture. What is it that you want to achieve: Educate or Correct?

• Peer-reviews

Negative feedback and criticism

Learning curve, let your users

experiment

Initial spike in ‘irrelevant’ content

Give the social process a chance to

correct itself

Make people aware what your goals are

but let them find their own ways of doing so

An irrelevant discussion might lead

to relevant content

Anarchy & ‘lolcats’?

• Respect the stake everyone has in the process

• Make sure you specify clear guidelines

• Make sure people know where to turn to for help

External facing

Why should external facing behaviour be different from

internal behaviour if you trust your

people to be responsible?

Starting a social revolution

Analyze your corporate culture

Identify your ‘win’ points

Identify potential risks/restrictions

Set up guidelines & policies

Determine the tools you need

Create training / campaign materials

Locate possible champions and early adopters

Energize management

Spread the news!

Monitor and evaluate

celebrate

Activate Energize

Iterate & Improve

Don’t wait for the perfect moment: JUST DO IT!

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