#becomesocial @chris_carlsson    The recepie for becoming a great Social Business    In the format of Stickmen, Cubicles, ...
#becomesocial @chris_carlsson       Professional me              Sharing is caring, and caring is the most               e...
#becomesocial @chris_carlsson      Private me                                                                             ...
#becomesocial @chris_carlsson       Key ingredients in a Social Business recipe                                           ...
#becomesocial @chris_carlsson       If used the right way, you might get a Social Business.       How do you know if you g...
#becomesocial @chris_carlsson       Does it matter if...?               No! Interesting and possible for   No! Interesting...
#becomesocial @chris_carlsson       Example, Threadless.com       Wikipedia: Threadless is an online community of artists ...
#becomesocial @chris_carlsson       Does Threadless have the key characteristics of a Social Business?             Engagin...
#becomesocial @chris_carlsson        Examples, from a more internal perspective                      E-mail is where knowl...
#becomesocial @chris_carlsson       Knowledge Transfer and the HR perspective       When people leave an organization or a...
#becomesocial @chris_carlsson       Project status       Or as easy as using a blog for projects status. Whenever someone ...
#becomesocial @chris_carlsson       Organizational Knowledge       People in the organization know everything. By using th...
#becomesocial @chris_carlsson       Ask and Answers       Have your people collectively help one and other within the orga...
#becomesocial @chris_carlssonTrust and Credibility in SpokespeopleStudies shows that we trust more in information from Exp...
#becomesocial @chris_carlsson       Experts and the Marketing perspective       Several studies (and real life experience!...
#becomesocial @chris_carlsson       Classic: Please update the spreadsheet…       It’s a classic request. Someone sends ou...
#becomesocial @chris_carlsson       Crowdsourcing and the Innovation perspective       It has been said "Dont let 1 person...
#becomesocial @chris_carlsson        Small scale        This can also be achieved on a smaller scale, for instance through...
#becomesocial @chris_carlsson                Come on people… it is 5 minutes past 2012!                         #becomesoc...
#becomesocial @chris_carlsson       The challenge is that although Chief Marketing Officers (CMO’s)       understand the p...
#becomesocial @chris_carlsson       The challenge is that Danish companies have not moved much from       2011 to 2012 in ...
#becomesocial @chris_carlsson       The challenge is that also CEO’s are poor at using Social Media in       how they comm...
#becomesocial @chris_carlsson       Understanding the potential of Social Business, and what needs to be       in place to...
#becomesocial @chris_carlsson      Sharing is like having sex or good food, well, almost…      #becomesocial #socbiz      ...
#becomesocial @chris_carlsson       Depending on how you mix things together…                                             ...
#becomesocial @chris_carlsson       … the result can either be a loaf of white bread: very dull,       fluffy, and without...
#becomesocial @chris_carlsson       … or it can become the best damn cake you ever had!       Hello world: meet the Swedis...
#becomesocial @chris_carlsson                                                5 steps to Social Business success LINK     ...
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Social Business - From Stickmen and Cubicles to Whipping and a Princess Cake

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By Christian Carlsson, IBM Denmark, twitter.com/chris_carlsson

In lack of a better title, "From Stickmen and Cubicles to Whipping and a Princess Cake" is Christian's take on what Social Business is and what is required to become one. Originally presented at the becomesocial.dk event in Copenhagen May 24th 2012, and other events after that.

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Social Business - From Stickmen and Cubicles to Whipping and a Princess Cake

  1. 1. #becomesocial @chris_carlsson The recepie for becoming a great Social Business In the format of Stickmen, Cubicles, Whipping and a Princess Cake Christian Carlsson | Digital Leader, IBM | Social Business Practitioner | twitter.com/chris_carlssonSource: Christian Carlsson (2012)
  2. 2. #becomesocial @chris_carlsson Professional me Sharing is caring, and caring is the most effective way for building ANY type of relationship #becomesocial #socbiz 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
  3. 3. #becomesocial @chris_carlsson Private me 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 directlySource: http://3.bp.blogspot.com/-fHokwdRDLR0/T0RqScDYyAI/AAAAAAAAJvs/CFo0cJeZ04Y/s1600/MS_SC_05.jpg
  4. 4. #becomesocial @chris_carlsson Key ingredients in a Social Business recipe Technology People Culture Change Behavior LeadershipSource: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg
  5. 5. #becomesocial @chris_carlsson 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: Engaging Transparent Nimble deeply connecting removing boundaries to speeding up people, including information, experts business with customers, and assets, helping information employees, and people align every and insight to partners, to be action to drive business anticipate and involved in results. address productive, evolving efficient ways. opportunities.Source: IBM (2011)
  6. 6. #becomesocial @chris_carlsson Does it matter if...? No! Interesting and possible for No! Interesting and possible for any size! any job role, function, or type of organization!Source: Christian Carlsson (2012)
  7. 7. #becomesocial @chris_carlsson Example, Threadless.com Wikipedia: Threadless is an online community of artists and an e-commerce website based in Chicago, Illinois. In 2000, co-founders Jake Nickell and Jacob DeHart started the company with $1,000 of their own money. Threadless designs are created by and chosen by an online community. Each week, about 1,000 designs are submitted online and are put to a public vote. After seven days the staff reviews the top-scoring designs. Based on the average score and community feedback, about 10 designs are selected each week, printed on clothing and other products, and sold worldwide through the online store and at their retail store in Chicago. Designers whose work is printed receive $2,000 in cash and $500 in Threadless gift cards, which can be exchanged for $200 cash.[3] Each time a design is reprinted, the respective artist receives $500 cash. Threadless keeps rights to the design on clothing; designers keep the rights to their designs on all other media.Source: Thanks to Jacob Bøtter for an excellent Social Business example; www.threadless.com (2012)
  8. 8. #becomesocial @chris_carlsson Does Threadless have the key characteristics of a Social Business? Engaging Transparent Nimble Yes! They are Yes! Their whole Yes! Due to the using their whole product development is connection to their customer base to totally open and community, they both to create transparent, which know in advance products, decide makes it possible for what is going to what is successful, the community to work, and what will as well as promote participate and engage not. it. them self.Source: www.threadless.com (2012); IBM (2011); Christian Carlsson (2012)
  9. 9. #becomesocial @chris_carlsson Examples, from a more internal perspective E-mail is where knowledge goes to die... #becomesocial #socbizSource: Bill French (1999)
  10. 10. #becomesocial @chris_carlsson Knowledge Transfer and the HR perspective When 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, speed up the process, and drive business results (by the individual employee) faster.Source: Christian Carlsson (2012)
  11. 11. #becomesocial @chris_carlsson Project status Or 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)
  12. 12. #becomesocial @chris_carlsson Organizational Knowledge People 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
  13. 13. #becomesocial @chris_carlsson Ask and Answers Have your people collectively help one and other within the organization, and vote for the best answers to questions or business challenges.Source: IBM
  14. 14. #becomesocial @chris_carlssonTrust and Credibility in SpokespeopleStudies shows that we trust more in information from Experts, A person like your self, as well asRegular employees. Therefore, it is outmost important to have these externally engaging andavailable, and not hidden away inside the company walls.
  15. 15. #becomesocial @chris_carlsson Experts and the Marketing perspective Several 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)
  16. 16. #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)
  17. 17. #becomesocial @chris_carlsson Crowdsourcing and the Innovation perspective It has been said "Dont 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)
  18. 18. #becomesocial @chris_carlsson Small scale This can also be achieved on a smaller scale, for instance through the usage of Ideation Blogs. Here you ask people to come up with ideas, and then the community helps surface the best by voting, commenting and collaborating.Source: Illustration, Christian Carlsson (2012)
  19. 19. #becomesocial @chris_carlsson Come on people… it is 5 minutes past 2012! #becomesocial #socbizSource: http://www.leatherbeaten.com/whip_cat.jpg
  20. 20. #becomesocial @chris_carlsson The challenge is that although Chief Marketing Officers (CMO’s) understand the potential, they are unprepared how to handle the data explosion, social media, and growth of channel and device choices 88%Source: IBM CMO Study (2011) ibm.co/cmostudy2011
  21. 21. #becomesocial @chris_carlsson The challenge is that Danish companies have not moved much from 2011 to 2012 in regards to their usage of Social Media – externally nor internally! “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.”Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012
  22. 22. #becomesocial @chris_carlsson 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) ibm.co/ceostudydk
  23. 23. #becomesocial @chris_carlsson 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) ibm.co/ceostudydk
  24. 24. #becomesocial @chris_carlsson Sharing is like having sex or good food, well, almost… #becomesocial #socbiz That was the whipping to get your leadership moving! But on the other hand. Those of you who do change... A study by Diana Tamir and Jason Mitchell at SCAN Lab, Harvard (2012), shows that sharing things abut your self, activates two parts of your brain – the same two parts that are activated when you have.... GOOD FOOD! So getting people sharing should not be that much of a problem, right? But seriously, if you do it right, Social Business methodologies can for sure help you solve many of the ongoing challenges typically found in various types of organizations, like: innovation; foresight and insight; HR issues; creating an interesting organization to work in; efficiency; collaboration; breaking down the silos; breaking down traditional marketing and communication practices, etc.Source: http://www.riceplex.com/images/NP-carrots.jpg
  25. 25. #becomesocial @chris_carlsson Depending on how you mix things together… Technology People Culture Change Behavior LeadershipSource: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg
  26. 26. #becomesocial @chris_carlsson … the result can either be a loaf of white bread: very dull, fluffy, and without much energy.Source: http://food.sulekha.com/dishimages/24849.jpg
  27. 27. #becomesocial @chris_carlsson … or it can become the best damn cake you ever had! Hello world: meet the Swedish Princess Cake. Enjoy!Source: http://semiswede.files.wordpress.com/2011/07/img_2479_princesstorta.jpg
  28. 28. #becomesocial @chris_carlsson  5 steps to Social Business success LINK  Social Business from a LEAN perspective LINK  Social Business: Where Its Been & Where Its Going LINK  Porter’s Five Forces and Social Business LINK  Become Social LINK twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53Source: Christian Carlsson

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