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

http://blogs.gartner.com/mark_mcdonald/



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?


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


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


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


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.



Social Media and the Crowd


Social Organization and Purpose


Mass Collaboration is the goal

Social Media

Community

Purpose

Mass Collaboration



The Fundamental Cycle of Collaboration

Change

Contribution

Feedback

Judgment

Purpose

Community Collaboration

Cycle

Attention

Receives

BuildsCreates

EncouragesResults


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


Success in Social Media

Just enough structure …

… Not for the Community

But for the Company !


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.



Social Organization Approach

Refine Purpose

Guide

Launch


Establishing a vision for mass collaboration.

Contribution CommunityIdeas Purpose


Organizational Strategy

CommunityPurpose Connection Content


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.


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


Launching a Community one at a time


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”


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



Person to Person Architecture


Guide the CommunityAdapt the Organization


Guide Don't Try to Prescribe or Control

Participation

Purpose

Performance

CollaborativeCommunity

Value Creation

OrganizationalConnection

CollaborativeCommunity

Chapters 8. 9, & 10


What is your level of social readiness?

gartner.com/socialreadiness

FlippantFearful

Folly Forging

Fo

rmu

latin

g Fusing


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


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.

http://www.gartner.com/socialreadiness


Questions

THE SOCIAL ORGANIZATIONMark P. McDonald

Harvard Business Review Presshttp://blogs.gartner.com/mark_mcdonald/

Twitter: markpmcdonald





the social organization mark p. mcdonald harvard business review press twitter: markpmcdonald

Documents