Using social media as a business tool

Using socialmedia

as abusiness tool

Using socialmedia

as abusiness tool

Keith De La RueMonday, 11 October 2010Keith De La RueMonday, 11 October 2010

http://www.flickr.com/photos/londonmatt/

Overview

• Trust and openness– the new paradigm for engagement

• The importance of people and personality• Evaluating the benefits, risks and challenges• Existing channels and new strategies• Practical examples of social media

http://www.flickr.com/photos/eamoncurry/

Quick poll

• How many of you use social media or networks?• LinkedIn • Facebook• Twitter• MySpace• Blog• Wikipedia• Other sites/tools?

http://www.flickr.com/photos/emrank/

Trust & opennessTrust & openness

http://www.flickr.com/photos/23912576@N05/

The new paradigmThe new paradigm

Social computing

“Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.”

– Euan Semple

http://www.flickr.com/photos/shivaj/

http://www.euansemple.com/

Discontinuous change

• Many technology improvements result in dramatic change and discontinuity– The transistor– Integrated circuits– Internet– WWW– Social media…

http://www.flickr.com/photos/mariareyesmcdavis/

The impact of change

“The medium of our time isreshaping and restructuringpatterns of socialinterdependence and everyaspect of your personal life.It is forcing you to reconsiderand re-evaluate practicallyevery thought and every institution you formerly took for granted”

– Marshall McLuhan, The Medium is the Massage, 1967

http://www.flickr.com/photos/biscuitsmlp/

Falling boundaries

• The work/personal boundary• The organisational boundary• Silo boundaries• Sharing boundaries• Rise of the prosumer• Death of old media and

rise of the ‘citizen journalist’• Competition / cooperation…

http://www.flickr.com/photos/icanchangethisright/

What is the economy?

• An economy of scarcity– IP must be protected at all costs– Win-lose

• An economy of abundance– Knowledge must be shared at all costs– Win-win


How Chocolate Can Save the World • Mars cracked chocolate DNA (15 Sep 2010)• USD $10m project• Will be available on the Web – free• Enhancing natural capital• Benefits companies and environment

– Win-win

• Cacao tree is fragile• More sustainable future for all

http://www.flickr.com/photos/dantaylor/

http://s.hbr.org/bPw0xd

What is trust?

• To have belief or confidence inthe honesty, goodness, skillor safety of a person,organisation or thing– Cambridge University Press

• An expectancy… that the word,promise, verbal or written statement of another individual or group can be relied upon– Politis 2003

http://www.flickr.com/photos/notsogoodphotography/

The myth of control

“Knowledge can only ever be volunteered, it cannot be conscripted”

– David Snowden

“Trust comes on foot, but leaves on horseback”– Johan Thorbecke

http://www.flickr.com/photos/soldiersmediacenter/

The importance of peopleThe importance of people

http://www.flickr.com/photos/jamescridland/

Organisations today are complexOrganisations today are complex

http://www.flickr.com/photos/odreiuqzide/

Because they depend on peopleBecause they depend on people

http://www.flickr.com/photos/beglen/

In modern, complex, people-centric organisations, it is people and what they know that provide the only real competitive advantage

http://www.flickr.com/photos/isayx3/

Not a new idea…

• Give employees direct control overtheir own work and environment

• Make teams of “knowledge workers” responsible for work toward goals stated as broad business objectives rather than prescriptive plans.

• Management can only achieve sustainable profits by treating people as an enterprise’s most valued resources, not as costs

– Peter Drucker

http://traction.tractionsoftware.com/traction/permalink/Blog1163

People create value

I came to see in my time at IBM that culture isn't just one aspect of the game - it is the game!

In the end, an organisation is nothing more than the collective capacity of its people to create

value. - Lou Gerstner, IBM

McKinsey Research

• 2008 report• 59 organisations researched globally• Single, most influential cause of more engaged

employees:The appetite and ability of leaders at every level to engage their subordinates in everyday decision making and bigger-ticket change

http://www.flickr.com/photos/cell105/

What is the result?

Leaders who engage the right groups in everyday decisions and in designing and executing change

will benefit both in terms of the quality of decisions and the speed of execution that derives from people who feel ownership of the outcome.

- John Smythe, Engage for change

http://www.engageforchange.com/

All of us are smarter than any of us• The Wisdom of Crowds - James Surowiecki• Under certain conditions• Works for cognition problems• Diversity• Independence

http://www.flickr.com/photos/stephanridgway/

Cognitive rewards

• Monetary rewards don't work where more cognitive work required:– Autonomy– Mastery– Purpose

• Self-directed = better engagement– Dan Pink, Drive

http://www.youtube.com/watch?v=u6XAPnuFjJc

Benefits, Risks, ChallengesBenefits, Risks, Challenges

http://www.flickr.com/photos/what_i_see/

Should we be worried?

“…with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission.With or without your permission.”

– Hugh McLeod

http://www.flickr.com/photos/spaceodissey/

http://www.gapingvoid.com/

Risks

• Protection of IP is a concern• Many organisations have formal policies• … But information can be shared in other ways• We trust people to honour commitments now…

http://www.flickr.com/photos/kevincollins/

http://www.flickr.com/photos/mcleod/

“Workplace tweeps good for business”• Good for businesses to build brand• Allow staff access – or you are saying:

“Tell all your friends to come and look at our social media page but you can't do it”

• Should move away from IT and into HR – Paul Ducklin, Sophos, 21 Sep 2010

– National Identity Crime Symposium Brisbane

http://www.flickr.com/photos/arcticpuppy/

http://www.abc.net.au/news/stories/2010/09/21/3018128.htm

To engage or not to engage

• What is the risk of not engaging?• … When your competitors are…


There must be an easier way

• “The top 10 ways to start in social media without changing a thing”?

• Incremental probes suitcomplex environments

• Low investment cost supportsprototyping

• … But needs a whole newmind set to work!

• It must be real…

http://www.flickr.com/photos/joeshlabotnik/

What’s wrong with this message?

http://twitter.com/realhughjackman

http://www.flickr.com/photos/paulpod/

The OzCollab Survey

• Conducted with Matt Moore of Innotecture– http://innotecture.wordpress.com/

• All details available at http://ozcollab.com/• Use of collaborative tools• Jun – Dec 2009

Why buy collaborative systems?

0 20 40 60 80 100 120 140

Recommended

Don't know

Competition

Reduce costs

Reduce travel costs

Records compliance

Product/time to market

Customer service

Reduce risk of lost info

Individual productivity

Decision-making

Team productivity

http://ozcollab.com/

Community interaction – ‘SCENT’• Site: home page - information• Calendar: community events - interaction• Events: F2F, conference calls, webinars• News: newsletter or blog - comms & publicity• Threads: discussion board - virtual interaction

– Stan GarfieldThe Communities Manifesto

http://sites.google.com/site/stangarfield/home/

http://www.flickr.com/photos/misteraitch/

Blog as a community site

http://www.melbournekmlf.org/

Calendar of events

http://www.melbournekmlf.org/?page_id=84

Wiki - building a body of knowledge

http://knowledgebucket.wik.is/

Microblogging

http://www.yammer.com/

Networking, awareness, chat

http://www.facebook.com/smcmelb

Moving out - Facebook Business Page

http://www.facebook.com/pages/Change-Management-Toolbox/111234982232145

The power of apps

• Over USD $400k return – for < $50k– Erik Qualman, “Social Media ROI: Socialnomics”

Nov 2009– On YouTube

http://www.facebook.com/burgerking

http://www.youtube.com/watch?v=ypmfs3z8esI

The Facebook ‘like’ button

http://www.zazz.com.au/

Bragging rights

http://www.zazz.com.au/

http://www.twitter.com/kdelarue

http://www.cpaaustralia.com.au/

The small accounting firm

http://www.realbalance.com.au/

Promotion and connection

http://www.twitter.com/realbalance

The audience is listening

http://rossdawsonblog.com/socialnetworkusage_Apr101.html

April 2010

… and interacting

http://www.parkyoung.com.au/

Join the conversation!

Don’t turn off your phone…Don’t turn off your phone…

… it’s all now available everywhere… it’s all now available everywhere

@kdelarue 0418 51 7676

[email protected]://acknowledgeconsulting.com/

Build your profileJoin your networksCreate your future…

Using social media as a business tool

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