THE SOCIAL ORGANIZATION Mark P. McDonald Harvard Business Review Press Twitter: markpmcdonald .
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Transcript of THE SOCIAL ORGANIZATION Mark P. McDonald Harvard Business Review Press Twitter: markpmcdonald .
THE SOCIAL ORGANIZATIONMark P. McDonald
Harvard Business Review Presshttp://blogs.gartner.com/mark_mcdonald/
Twitter: markpmcdonald
http://bit.ly/socialorgbook
The Social Organization Webinar 2
A quick poll
• How effective is your organization in using social media to achieve meaningful purpose?
• Has your organization applied social media beyond marketing?
• Has your organization repeatedly applied social media for success?
• What role do you want to play in your organization?
The Social Organization Webinar 3
Why this book?Despite the number of books published on social media, there is still a significant hole. And that is, how, as an organization you actually do it? How do you identify, catalyze, empower and derive value from a community? How do you, as a leader and manager, help your organization build competency in using social media to foster production collaboration – with our customers your clients, your employees and other along your value chain?
Page IX, Kindle Location 73
The Social Organization Webinar 4
Convince Me !Social Media …
• does not deliver real business value
• wastes a lot of employee time.
• presents an unacceptable risk, security and IP
• happens on its own, so what can I do
• does not have a business justification
• only works for ‘altruistic’ causes, not business
Page 3, Kindle Location 150
The Social Organization Webinar 5
A Social Organization resolves the fundamental tensions in social media.
Participation
Collective
Transparency
Independence
Persistence
Emergence
Page 13
Task Force
Assignment
Security
Prescriptive
Ad Hoc
Determinism
Page 27
The Social Organization Webinar 6
Tension between collaboration and control
All managers will need to reconcile the tension between their continuing responsibility for outcomes with their in ability to mandate or control what a collaborative community will product.
“Now that we’ve has done it this way … we will never go back to the old way.” Miguel Lozano, CEMEX.
Page 24, Kindle Location 483
The Social Organization Webinar 7
Social Media and the Crowd
The Social Organization Webinar 8
Social Organization and Purpose
The Social Organization Webinar 9
Mass Collaboration is the goal
Social Media
Community
Purpose
Mass Collaboration
Page 10, Kindle Location 252
The Social Organization Webinar 10
The Fundamental Cycle of Collaboration
Change
Contribution
Feedback
Judgment
Purpose
Community Collaboration
Cycle
Attention
Receives
BuildsCreates
EncouragesResults
The Social Organization Webinar 11
Enable Mass Collaboration Behaviors
Expertise LocationFinding the right people regardless of where they
Flash CoordinationSwat Teams for Complex Customer Service
Emergent StructuresBuilding an understanding of how things work in reality
Interest CultivationBringing together birds of a feather
Relationship LeverageReaching the masses interactively
Collective IntelligenceAll of us are smarter than any one of us
The Social Organization Webinar 12
The Social Organization Webinar 13
Page 121, Kindle Location 2002
The Social Organization Webinar 14
Page 121, Kindle Location 2002
The Social Organization Webinar 15
Success in Social Media
Just enough structure …
… Not for the Community
But for the Company !
The Social Organization Webinar 16
How do you become a Social Organization?
Becoming a social organization requires a strategic approach, deliberate choice, and steadfast intention as the organization proceeds through an evolution of thinking and skills based on actually using collaborative communities to achieve tangible benefits.
Page 24, Kindle Location 483
The Social Organization Webinar 17
Social Organization Approach
Refine Purpose
Guide
Launch
The Social Organization Webinar 18
Establishing a vision for mass collaboration.
Contribution CommunityIdeas Purpose
The Social Organization Webinar 19
Organizational Strategy
CommunityPurpose Connection Content
The Social Organization Webinar 20
Purpose matters
Participation — Mobilizing a community to contributeCollective — Participants 'collect' voluntarily around a unifying purposeTransparency — All participants see each others contributionsIndependence — Collaboration no matter where they are or whoever they arePersistence — Contributions captured for all to share and augmentEmergence — Recognizes that solutions come from within the community and cannot be predefined. This allows communities to come up with new ways of working or new solutions.
The Social Organization Webinar 21
Purpose Matters
Why you volunteer your time, experience, attention, energy, ideas !
Why the organization seeks to support social media !
Pu
rpo
se S
tate
men
t
The Social Organization Webinar 22
Launching a Community one at a time
The Social Organization Webinar 23
Launching a Collaborative Community
Seed Blitz Sustain
Par
ticip
atio
n
Time
• Early adopters
• Initial content
• Refine functionality
• Solution beta
• Viral growth
• User generated content
• Purpose roadmap
• Emergence
“Tipping Point”
The Social Organization Webinar 24
Social Technology Capabilities
• Social networking
• Wiki
• Blogs
• Microblogs
• Treaded discussions
• Social feedback
• Social publishing
• Idea engine
• Prediction market
• Crowdsourcing
• Answer marketplace
• Web reputation
• Viral campaign
• Social learning
• Alerts
• Tagging, badging
• Social analytics
• Subscriptions
• Social status
• Mobile
• Context aware
General Specialized Supporting
Page 112, Kindle Location 1864
The Social Organization Webinar 25
Person to Person Architecture
The Social Organization Webinar 26
Guide the CommunityAdapt the Organization
The Social Organization Webinar 27
Guide Don't Try to Prescribe or Control
Participation
Purpose
Performance
CollaborativeCommunity
Value Creation
OrganizationalConnection
CollaborativeCommunity
Chapters 8. 9, & 10
The Social Organization Webinar 28
What is your level of social readiness?
gartner.com/socialreadiness
FlippantFearful
Folly Forging
Fo
rmu
latin
g Fusing
The Social Organization Webinar 29
The Social Organization Book is Social
• Twitter • Hash Tag: #TheSocialOrg• Anthony Bradley @BradleyAnthonyJ• Markpmcdonald @markpmcdonald
• Facebook Page: • The Social Organization
• Blogs: • Harvard Business Review:
• Anthony Bradley and Mark McDonald
• Gartner Blogger Network • Anthony Bradley• Mark McDonald
The Social Organization Webinar 30
Becoming a Social Organization
• Assess your social media readiness• www.gartner.com/socialreadiness
• Find a compelling purpose• Bottom Up from the Grass Roots• From your Strategy
• Describe ‘just enough structure’
• Give this book to your boss so they can how to be a social organization.
The Social Organization Webinar 31
Questions
THE SOCIAL ORGANIZATIONMark P. McDonald
Harvard Business Review Presshttp://blogs.gartner.com/mark_mcdonald/
Twitter: markpmcdonald
http://bit.ly/socialorgbook