The Left and Right Brain of Social Business

© 2012 Rawn Shah

The Left & Right Brain of Social BusinessCreating Value Through Social Business Maturity and Excellence

Rawn Shah Social Business Strategist

Webcom Montreal May 16th, 2012

© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah

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Left & Right Brain of Social Business


#1 - Maturity in Operations

Source: IBM BlueIQ Team, 2010, Nurturing BlueIQ: Enterprise 2.0 Adoption in IBM whitepaper, http://bit.ly/blue-iq

For details, please see our whitepaper:

http://bit.ly/blue-iq




User Profile

s

100% of employees

355K personalized profile

s

Activit ies

171K activ ity space s

350K activ ity m

emb ers

Individual, Group Blogs18K blogs68K users

Communities

33.5K community spaces

330K community members

File sharing255K files

5.2M downloads

Shared

Bookmarks

1.1M bookmarks

3M tags

Instant Messaging12M messages a day

Source: IBM CIO Transform team, Lotus Connections on w3, Jan 2011

#2 - Maturity in Adoption


Source: IBM Jam Program Office, Social Business Jam 2011

#3 - Maturity in Conversations

IBM Social Business Jam, Feb 2011


Connect Learn

Organize Respond

Decide Optimize


Transparentcompany culture, role, information-sharing,

measure, boundaries

Engagedleadership, connected,

trust, networks, community, learning

Nimble Dynamic, intelligent, predictive analytics,

signaling, responsive, emergent


Connect Learn

Organize Respond

Decide Optimize


AdoptionProgram Actions & QualitiesConversations & Content

The Social Business Brain


Adoption

Program

Conversations& Content

Inherent Social B

usiness Value Creation

Actions &Qualities


Adoption

Program


Inherent Social B

usiness Value Creation ValueCreation

Actions &Qualities


Adoption

Program


ValueCreation

Capture

Unstructured

Data

Collaboration

& Discovery

Analytical

Insight

Transform

Actions &Qualities


Adoption

Program


ValueCreation

Our popular view of“Natural Emergence”of Social Business

Actions &Qualities

Capture

Unstructured

Data

Collaboration

& Discovery

Analytical

Insight

Transform


Natural Emergence


Adoption

Program

Actions &Qualities


Inherent Social B



Adoption

Program

Actions &Qualities


Inherent Social B


?


But to what End?

Don’t build a Social Environment just for the sake of having

one


Social Business has launched a thousand Conversations across the organization

Increase return on company assets

Provide employees with better information

Improve employee climate

Retain best customers

Leverage loyalist customers

Develop employee competencies

Engage in the community

Deal with reputational risks

Generate income on intellectual capital

Drive effectiveness of supply chain

Enhance employee / leader interactions

Acquire new customers

Enable employees to represent the company

Improve product differentiation

Capitalize on innovative approaches

Improve customer service

Find unmet customer needs

Shorten time to market

Improve sales effectiveness

Share best practices

Recruit stellar employees

Strengthen culture

Improve employee performance

Reduce labor time on processes

Develop new businesses

Eliminate waste across the enterprise

Improve brand awareness


×


Lines of Business in organizations will

go away

More and more, open, cross-silo

conversations≠


≠

Lines of Business in organizations will

go away

More and more, open, cross-silo

conversations≠

Legal and Financial Infrastructure

Human Resources Management

Procurement

Information Technology

InboundS

upply Chain

Logistics

Production &O

perations

Inventory &

Distribution

Marketing

Sales

Custom

er Service


CMO, VP Sales, VP Customer Service

Customer Care

VP Product Development, Chief Design Officer,

VP Research

Production &Innovation

VP HR, COO, CIO, GM, CFO, Chief Counsel

Workforce Empowerment


Customer Care Production & Innovation

Workforce Empowerment


×


Roles & Audiences Impacted

Social User ExperiencesTargeted

Social Business models ×


Social Networking for Business(Pearson / Wharton School

Press, 2010)Diagram copyright: 2010-12 Rawn Shah

Places

PeoplePurpose

Interpersonal Actions

Relationships& Roles

Trust &Reputation

EnvironmentActions

SocialTasks

Culture

Social Experience

Content Actions Domain

CommunityManagementLeadership


×


Plannedactivity

Emergentactivity

Business Goals & Priorities

E.g., Facilitator-led communities,

Expertise maps, Influencer

adoption plans

E.g., new product ideas,

businss models, Partner

conversations, Customer

conversations,

Engagement behavior and

quality per demographics,

areas & topics of interest

AdoptionAdoption

Program

Actions & Qualities


Demographics, psychographics,

engagement activity per

topics & program activities


PlannedSerendipityBusiness

Goals & Priorities

Adoption

Program

Actions & Qualities


Plannedactivity

Emergentactivity


Natural Emergence

Pilots


@rawn

The Left and Right Brain of Social Business

Business

Transcript of The Left and Right Brain of Social Business