how social media has changed corporate culture forever

Hi!

@MattButler07#SMWCulture

How social media has changed corporate culture forever24/09/2013by Matt Butler, Junior Planner

Meet my Grandma, she’s great. I email her every other day. In May we travelled around Jordan together. She owns a Kindle and wants to be on Twitter. She asks a lot of questions about my job.

Grandma thinks Social media is…

this…

… social networks

But it’s also this…

Any virtual network and community

where people create

Where people share

Where people exchange

INFO

IDEAS

+

The situation…

People are connected

Best FriendMe

Businesses are not Generally speaking businesses are NOT connected – most information stays inside the four walls of the office building. So what?

Social Media, mobile, and analytics are advancing at a rapid rate, used by consumers and employees alike.

The old model is broken

This and BYOD is breaking the old hierarchical model: divisions, processes, etc. Move to podular organisation structures reflective of a network/ the internet.

Source: http://connectedco.com/2011/04/18/the-future-is-podular/

The ‘Digital Advantage’

Transformation Management Intensity

Dig

ital I

nten

sity

BEGINNERS CONSERVATIVES

DIGIRATIFASHIONISTAS

Source: http://www.capgemini.com/resources/the-digital-advantxage-how-digital-leaders-outperform-their-peers-in-every-industry

Even though most traditional companies are digitally active, many don’t make enough of digital to make a real business benefit.

Very little digital capabilities

Favour caution over innovation

Digital transformation of business

Follow digital trends and like shiny new apps

Digirati – 25% more profitable

Source: http://www.capgemini.com/resources/the-digital-advantxage-how-digital-leaders-outperform-their-peers-in-every-industry

Digitally mature companies (or ‘digirati) focus on change through new technology, with a focus on change management, people, process, and culture. The study found that this group of companies were, on average, 26% more profitable.

Magpie Syndrome (‘Fashionistas’)

Magpie syndrome – many companies have pursued shiny new technologies without strategies, processes, team structures and cultures in place (‘the fashionistas’). This on average damaged business performance and reduced profits by 11%.

Now let’s think about the people…

Source: http://www.capgemini.com/resources/the-digital-advantxage-how-digital-leaders-outperform-their-peers-in-every-industry

4.5 billion people are connected to social networks talking about companies, influencing friends and family…

always on

opinionated

empowered

open to the truth

high expectations

Being merely satisfied is no longer acceptable.

Smart organisations= Customer company

Outside in

A customer company?

Serve everywhere

help people work with

one another

Listen and learnSell as a team with your customers

Create communities

Make social products

Traditional organisations

vs.

Crowds of people serving one

another

Landscape has already changed…

Crowd = bank

Crowd = hotel

Crowd = taxi

Neighbours kitchen = restaurant

Source: http://www.altimetergroup.com/research/reports/collaborative-economy

THE COLLABORATIVE ECONOMY

Social media tools that improve communication inside organisations

To name a few… Employee collaboration tools – Jive, Yammer, Chatter, Sharepoint – are bringing the power of social networking to organisations in a secure and private way.

Westfield Australia uses Yammer for knowledge sharing among management, employees, and partners. They also crowdsource insights to help improve operations, IT, training, and customer promotions.

Xerox use Yammer to enable those that don’t usually work together to share and explore ideas and experiments all over the company. The end result? Reduced time from idea, to action, to execution…

85% of Fortune 500 companies are signed up to Yammer.

These tools are helping businesses…

… keep work constant

… speed up processes

… connect employees

… share ideas

… empower employees

… bring back spark and serendipity

… and improve transparency

Sales HROperations

and Distribution

R&D

Benefitting all parts of the business

Making better business decisions

Brandwatch Vizia

The real success…

Internal Processes Social

Crowdsourcing, the new outsourcing

R&D Platforms Marketing, Design, Ideas

Collective Intelligence

HR & Freelancers

Open Innovation

Shaping the future of Starbucks

Heineken Ideas Brewery

Innovation platform by P&G

The future of the connected organisation

Dave Gray, “It takes a network to serve a network”

Social business = business

Podular organisations

Constant Learning and Adapting

Behind the corporate firewall

Move to Digirati

Steps fowardSteps forward

Let go

Trust

Training

Strategy

Use communities, social, mobile, the cloud to connect customers, employees, products, and more.

Source: http://blogs.salesforce.com/company/2013/03/learn-how-to-become-a-customer-company-with-exclusive-content.html

Ta!

@MattButler07#SMWCulture

How social media has changed corporate culture forever24/09/2013by Matt Butler, Junior Planner

Thank you to:• Salesforce and their blog post on

becoming a customer company.• Sprout Insights and their insightful

interview with Yammer.• Neil Perkin for his summary of MIT

research around Magpie Syndrome • Vala Afshar on how social media has

changed the way we work. • Yomego MD, Steve Richards for his

eConsultancy post, here