from stickmen and cubicles to whipping and a princess cake - social business
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In lack of a better title, "From Stickmen and Cubicles to Whipping and a Princess Cake" is my take on what Social Business is and what is required to become one. Presented at the www.becomesocial.dk event in Copenhagen May 24th 2012.TRANSCRIPT
#becomesocial @chris_carlsson
From Stickmen and Cubiclesto Whipping and a Princess Cake
Christian Carlsson | Digital Leader, IBM | Social Business Practitioner
Source: Christian Carlsson (2012)
#becomesocial @chris_carlsson
Professional me.
#becomesocial @chris_carlsson
Started in IBM 1995, in the web team since 2001
Digital Leader for IBM Denmark
Part of Marketing & Communications
Overlooking how we should communicate to the market, customer, prospects, partners etc. using digital
MBA from Henley (2008)
I’m not a Social Business Expert, but perhaps an Expert-in-the-making!
Source: IBM
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Private me.
#becomesocial @chris_carlsson
A Swede in Denmark
Living in Aarhus with my wonderful wife and son
Love cooking, since I can use various great ingredients, mix them all together, be creative, and feel/taste/smell the result directly
Source: http://3.bp.blogspot.com/-fHokwdRDLR0/T0RqScDYyAI/AAAAAAAAJvs/CFo0cJeZ04Y/s1600/MS_SC_05.jpg
#becomesocial @chris_carlsson
PeopleCulture
BehaviorChange
Technology
Leadership
#becomesocial @chris_carlsson
Key ingredients in a Social Business recipe
Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg
#becomesocial @chris_carlsson
engagingdeeply connecting people, including
customers, employees, and partners, to be
involved in productive,
efficient ways.
transparentremoving boundaries to
information, experts and assets, helping people align every
action to drive business results.
nimblespeeding up
business with information
and insight to anticipate and
address evolving
opportunities.
If used the right way, you might get a Social Business.How do you know if you got it right? Some key characteristics of a Social Business:
Source: IBM
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Does it matter if...?
No! Interesting and possible for any size!
No! Interesting and possible for any job role or function!
Source: Christian Carlsson (2012)
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E-mail is where knowledge goes to die... #becomesocial #socbiz
Source: Bill French (1999)
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Knowledge Transfer and the HR perspectiveWhen people leave an organization or a team they bring with them knowledge and experience that has accumulated during their time working. At the same time, as new people enter an organization or team, they spend a fair amount of time to get on-board, understanding their job role, who to speak to, previous experience, etc. Social Business can help bridging the gap of knowledge transfer.
Source: Christian Carlsson (2012)
#becomesocial @chris_carlsson
Project statusOr as easy as using a blog for projects status. Whenever someone in the organization needs an update, you know where to point them. When they have asked three times, they probably will not ask again…
Source: Christian Carlsson (2012)
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Organizational KnowledgePeople in the organization know everything. By using the network, quickly get official as well as unofficial answers to your question. We spend so much time each week trying to figure out how to o our job. Let’s figure it out together! Even better would be if the FAQ for a specific process actually automatically was updated with the answers below.
Source: IBM
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Ask and AnswersHave your people collectively help one and other within the organization, and vote for the best answers to questions or business challenges.
Source: IBM
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Sharing is caring, and caring is the most effective way for building ANY type of relationship #becomesocial #socbiz
Source: Christian Carlsson (2012)
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Experts and the Marketing perspectiveSeveral studies (and real life experience!) shows that we less and less tend to listen to marketing jibrish and un-authentic corporate messages. The recently updated Edelman Trust Barometer 2012 again shows that people put more trust in Academics, Company Experts, and/or People-like-me, than they do in any other sources. Social Business can play a key role in surfacing the experts within an organization, cultivate them, dress them up for external presence, and then link them together with customers/prospects at the right time and media.
Source: Christian Carlsson (2012)
#becomesocial @chris_carlsson
Classic: Please update the spreadsheet…It’s a classic request. Someone sends out an e-mail asking people to fill in a spreadsheet and send back. Not only will the person have to spend tons of time collecting it all. The risk for quality mistakes are high. And it becomes even worse when someone replies to everyone… But there are smarter ways of doing this, right??! It’s really common sense…
Source: Christian Carlsson (2012)
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Reuse what others have made, learn from them, and in return, share your own work internally as well as externally
Source: Christian Carlsson (2012), SlideShare.net
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Crowdsourcing and the Innovation perspectiveIt has been said "Don't let 1 person do 100%, let 100 people do 1%". An organization is built up by people, and the collective "knowledge capital" in these people should be used for innovation and find better ways to work etc. And not only for the benefits of the organization, but also for the individual employee (employee satisfaction, personal branding, self development, experts-in-the-making, etc.). Social Business can help manage the process of crowdsourcing in the organization, which in turn can lead to new projects, products, services, or other innovative ways of doing business.
Source: Christian Carlsson (2012)
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Come on people… it is 5 minutes past 2012! #becomesocial #socbiz
Source: http://www.leatherbeaten.com/whip_cat.jpg
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88%
ibm.co/cmostudy2011
The challenge is that although CMO’s understand the potential, they are unprepared how to handle the data explosion, social media, and growth of channel and device choices
Source: IBM CMO Study (2011)
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Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012
“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.
Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke
ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),
Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”
The challenge is that Danish companies have not moved much from 2011 to 2012 in regards to their usage of Social Media
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ibm.co/ceostudydk
The challenge is that also CEO’s are poor at using Social Media in how they communicate with employees, partners, and customers. And 57% in 3-5 is not good enough!
Source: Forbes.com and IBM CEO Study (2012)
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ibm.co/ceostudydk
Understanding the potential of Social Business, and what needs to be in place to drive change, can only be learned by doing it your self. And leaders must be doing this as well!
Source: Forbes.com and IBM CEO Study (2012)
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Sharing is like having sex or good food, well, almost… #becomesocial #socbiz
Source: http://www.riceplex.com/images/NP-carrots.jpg
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PeopleCulture
BehaviorChange
Technology
Leadership
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Depending on how you mix things together…
Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg
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… the result can either be very dull, fluffy, and without much energy.
Source: http://food.sulekha.com/dishimages/24849.jpg
#becomesocial @chris_carlsson#becomesocial
… or it can become the best damn cake you ever had!World: meet the Swedish Princess Cake. Enjoy!
Source: http://semiswede.files.wordpress.com/2011/07/img_2479_princesstorta.jpg
#becomesocial @chris_carlsson#becomesocial
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
+45-28 80 45 53
5 steps to Social Business success LINK
Social Business from a LEAN perspective LINK
Social Business: Where It's Been & Where It's Going LINK
Porter’s Five Forces and Social Business LINK
Become Social LINK
Source: Christian Carlsson