how social media has changed corporate culture forever
Post on 17-Oct-2014
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There’s been a parallel growth in social media for business, mirroring the rise of Facebook and the rest for consumers. But whether LinkedIn Jive, Salesforce or Yammer (to name a few), do we really understand what it means to be a customer company? Embedding social media culture - openness, inclusiveness, and collaboration - into the heart a company's ethos can enable employees to start thinking in possibilities rather in restrictions. Talk by Junior Planner, Matt Butler at Social Media Week London 2013.TRANSCRIPT
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