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Can Social Business Reshape the Organization?
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Can Social Business Reshape the Organization?

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  • Niall Ferguson teaches history and business administration at Harvard and is a senior research fellow at several other universities, including Oxford. 
  • Hours worked is not an indicator of productivity in the knowledge economy. Yes, you do need time to do work that is creative, that requires your mind to explore ideas, identify possibilities and weigh choices, but adding more hours to the workday does not automatically make you more creative. Management guru, Peter F Drucker, Productivity of knowledge work therefore has to aim first at obtaining … optimum if not maximum quality Only then can one ask: ‘What is the volume, the quantity of work?'
  • Management guru, Peter F Drucker, Productivity of knowledge work therefore has to aim first at obtaining … optimum if not maximum quality Only then can one ask: ‘What is the volume, the quantity of work?'
  • This model focuses on the Division of Labor and specialization into different functional units. The units work together in a workflow Which is managed typically by a hierarchy over each unit Which has its own production goals and bonuses for achieving those specific goals (specialization) That essentialy become silos To improve they focus on repeating the workflow but attempts to improve it with best practices This does becom repetitive work Which leads to disengaged and dispassionate employees
  • This model focuses on the Division of Labor and specialization into different functional units. The units work together in a workflow Which is managed typically by a hierarchy over each unit Which has its own production goals and bonuses for achieving those specific goals (specialization) That essentialy become silos To improve they focus on repeating the workflow but attempts to improve it with best practices This does becom repetitive work Which leads to disengaged and dispassionate employees
  • the ability to create social networks by finding people and expertise, and by identifying relationship the ability to gain skill and insight from people and data in the social network, continuously and reliably the ability to recognize networking opportunities and deficiencies and improve responsiveness and accuracy the ability to evaluate and recognize ideas, people, and data to share expertise across the social network the ability to gather stakeholder input, convey authority for, make, and disseminate decisions using the social network the ability to use social networks to form groups, discover available resources, and execute work items across organizational structures
  • Employees with influence in social networks can come from anywere in the company They have already spent the time and effort to build their digital eminence They are the lightning rods of your organization for attention
  • Personal data from online activity creates [a] new asset class touching all aspects of society” Need an End user-centric view of transparency, trust, control, value Juggling priorities and loyalties – to employer, to self, to communities [ Personal Data: The Emergence of a New Asset Class World Economic Forum 2011 ] To keep with the pace of social network activity, there’s increasing need for frequent of task & context-switching and cognitive load management of these priorities and loyalties - Future Work Skills 2020 Institute for the Future + Univ of Phoenix Research Institute, 2011
  • Need an End user-centric view of transparency, trust, control, value
  • “ ‘ Social’ is the word that is transforming almost every talent practice and training is no exception.” - Bersin & Assoc. The Corporate Learning Factbook 2012
  • This 15 th century  master artist is shown working on a painting of the Madonna and Child while an apprentice is busy grinding pigments behind her. To become a master in a particular craft, one had to serve an apprenticeship under a master. A major part of the training of the apprentice was devoted to technical aspects like the preparation of materials. Source: Medieval Guilds and Craft Production - http://employees.oneonta.edu/farberas/arth/arth200/artist/guilds.html
  • SXC Health Solutions is a terrific example of a company that has embraced the philosophy and platforms to engage their employees and their customers… and it is working! SXC has grown at an astounding pace. Between 2005 and 2010, their revenue has increased at 3400%. Their revenue has grown from 1.9B in 2010 to about 4.8B in 2012. Fortune Magazine recognized them as the #1 fastest growing company in the US.SXC's Pharmacy Benefits Management (PBM) service is the largest, and most rapidly growing portion of their business and depends on delivering two things to their customers: TRANSPARENCY is the key driver at SXC. They encourage transparency through employee and customer conversations, sharing valuable information such as pricing in a clear open manner. Client Info Center is the way SXC supports its broad range of customers via sales, customer support, etc. SXC also guides conversations in the Client Info Center related to government policy and regulation positoins “ Why guess what your customers are thinking” is a motto they repeat. INTERNAL TRANSPARENCY It all starts inside of the company. Transparency is more than a behavior you show your customers. It starts internally in how you work with your employees. For example, if you have a group of employees that are unhappy, why would you want to GUESS at the reason? Rather, you should build an environment that is conducive to allow the employees to ask questions and express themselves. If you do not, the employees will find other groups or employers that will. So as an employer, SXC has decided it can respond to the needs of its employees… only if it is aware. SXC uses IBM Connections to aid in expertise location with internal experts, product development teams, customer support specialists and sales teams. EXTERNAL TRANSPARENCY (LEFT HAND SIDE OF SLIDE) In that same vein, "SXC does not want to guess at what its customers want." To the contrary, it focuses on building an environment that allows customers to tell SXC what they are looking for. Communities allow customers to interact with SXC and with one another. These customers may be government agencies, employers, health plan administrators, or retail pharmacy chains. SXC has created an engaging environment where customers can "Pitch and Catch" in a very transparent manner. SXC says it gets its best ideas from its customers, even before SXC asks. Moreover, because SXC hosts a large number of conversations, it also gives SXC an important way share information related to government policy and legislation. They use exact same social technology internally and externally, making them much more efficient
  • Joseph Nye, Distinguished Service Professor at  Harvard University and former Dean of Harvard’s Kennedy School of Government. Power is the ability to influence the behavior of others to get the outcomes you want. several ways one can achieve this: you can coerce them with threats; you can induce them with payments; or you can attract and co-opt them to want what you want -- Soft power

Can Social Business Reshape the Organization? Can Social Business Reshape the Organization? Presentation Transcript

  • Organizat SoCan Social BusinessReshape the Organization? usiness Rawn ShahReshape Strategist @rawn © 2012 Rawn Shah
  • Where You Can Find Me10075 @ awn r50250 Twitter Forbes Blog LinkedIn Google+ Book Social Business G eneral Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • 1904 World’s Fair – St. Louis, Missouri, USA Max Weber The Protestant Ethic and the Spirit of CapitalismThe Palace of Manufactures Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Has the West lost its Work Ethic? Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Hours Worked per Year in the West and the East, 1950–2009 The Conference Board, Total Economy Database 2012 Source: N. Ferguson, Civilization +Is ‘Hours Worked’ an indicator of Work Ethic? Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage: courtesy Fiat official pictures on Autoblog, http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/
  • Crushing Pulverizing Melting Assembling Packaging Warehousing Cutting Milling Polishing Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage: Gongchang Worldwid Factoris, http://www.gongchang.com/Cast_iron_ingot-dp12952980/
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Back when Men woreStovepipe Tophats Women woreCorsets & Bustles Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • So, How might theOrganizational model change? Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • “Predictable Specialization & and Planned” Focused to Function Repetitive Silos predetermined WorkloadSystematic Workflow Best Practices Production Goals & Quantity Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • “Change is Multi-disciplinary Omnipresent and Continuous” Non-repetitive Cross- Variable functional Workload PragmaticTask focused Versatile Ideas Evolving Goals & Quality Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  •  "Knowledge worker productivity demands that we ask the question: "What is the task?" —Peter F. DruckerSource:Drucker, Management Challenges for the 21st Century, Butterworth-Heinemann, Oxford,2012 -- http://slideshare.net/rawnshah Social Businss Forum © 2012 Rawn Shah 1999Drucker, Managing for the Future, Butterworth-Heinemann, Oxford, 1992
  • Connect LearnOrganize Respond Decide Optimize Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • ConnectSocial Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • “One of the great paradoxes of the revolution now being called “social business” is the near total lack of participation by the corporate group (IT) that led the last great corporate revolution.” - Paul Gilin, BtoB Magazine, May 23rd 2012Source: Paul Gilin, CIOs squander social business opportunity, May 23rd 2012 http://www.btobonline.com/article/20120523/SOCIAL/305229989/cios-squander-social-business- Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahopportunityThe Economist Intelligence Unit, Pulse Point Group, The Economics of the Socially Engaged Enterprise, March 2012 http://www.pulsepointgroup.com/staging.pulsepoint/wp-
  • The New Social Selling / Marketing Leads & Customers Market MarketCommunications CommunicationsDepartment Individuals Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Three Myths about What Customers Want 2. Consumers Want to have a Relationship with your Brand 3. Interactions build Relationships 4. The More Interaction the Better Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: K Freeman, P Spenner, A Bird, Three Myths about What Customers Want, Harvard Business Review, May 23, 2012,http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage Source: IBM Collaboration Sales. – iSocial Planner for CMOs app
  • Salespeople MarketCommunications individuals Market Communications Department or Individuals Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • IBM Institute for Business Value study: “Today’s CMO: Innovating or Following?” 3M Australia: Corporate character grows more critical in the networked age… ‘Every employee has become a touch-point for the brand’ “We want employees to be excited about the company’s values and history as an innovator, so they can be a constant touch-point for the brand essence.” “Please take this to your Employers leveraging relationships outside the “Beyond-the-Employer” company” Professional Social Networks Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: IBM Institute for Business Value, “Today’s CMO: Innovating or Following?”, 2011, http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-cmo-prestudy.html
  • It is easier to Redirect Lightning than to Generate itSocial Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Anyone in the Organization Market Communications or Other Departments Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Blogging or Social freelance networks writing of contacts Participation Live events, in online meetings communities Central Issue: Personally- Crowdsourcing / owned “Please take your work devices at work Collective Intelligence home” Your Location Co-working and data shared physical spaces Personal Life Personal Life Work Life Work Life IT / Working with computing access Remote coworkers & Central Issue: Workload employees “Please bring your exceeds Work-related the life to work” workdayStress management Computerization Working of Job tasks across timezones Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • New Assets, New Skills  Personal data from online activity creates [a] new asset class touching all aspects of society  Need an End user-centric view of transparency, trust, control, value  Juggling priorities and loyalties Personal Data: The – to employer, to self, to communities Emergence of a New Asset Class World Economic Forum 2011  To keep pace, increasing need for frequent of task & context-switching and cognitive load management Future Work Skills 2020 Institute for the Future + Univ of Phoenix Research Institute, 2011Source:World Economic Forum, “Personal Data: The Emergence of a New Asset Class”, Jan 2011, http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdfInstitute for the Future for the University of Phoenix Research Institute, “Future Work Skills 2020”, Apr 2011,https://www.phoenix.edu/research-institute/publications/2011/04/future-work-skills-2020.html Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • LearnSocial Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage Source: Rawn Shah
  • How do you Change the Organization model in a dynamically shifting world? Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Decentralize to Empower Leadership & Responsibility Multi-point touches Relationships Shared Responsibility Decentralization Centralization Transparency & Knowledge Accountability Process Socialize and Shift Soft Power Control & Influence Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Case: How to extend Banking hours to Sunday “We made our employees part of a highly transparent decision making process - Wendy Arnott, VP of social media & digital communications, TD Bank Group..shifted to pride and excitement about being open on Sundays for our customers” Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Case: How to Continue Revenue momentum 2005-2010 Revenues increased 3400% Client Info Center: “TRANSPARENCY is the key driver” Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Changes to Processes & Workflow Enhance Embed into Recenter Zoom Shift the the Edge the Flow the tasks Out Big PictureImprove simple Encourage Focus on social Examine the Restructure tasks on the more people to qualities: trust, overall process related business edge of move it into engagement, and other functions and business their core work transparency, related ownership of flow co-ownership processes responsibilities Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Changes to How we Motivate People “Soft Power” “As we think of power in the 21st century, we want to get away from the idea that power’s always zero sum — my gain is your loss and vice versa. Power can also be positive sum, where your gain can be my gain.” -- Joseph Nye Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: TED.com http://www.ted.com/talks/joseph_nye_on_global_power_shifts.html
  • 1904 World’s Fair – St. Louis, Missouri, USA The Palace of Electricity Work on the productivity of the knowledge worker has barely begun… [We are] roughly where we were in the year 1900 in terms of the productivity of the manual worker. Nevertheless, we already know infinitely more about the productivity of the knowledge worker than we did then about that of the manual worker — Peter F. Drucker Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
  • Reshapes So Organizations usiness Rawn Shah Reshape Strategist @rawn Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah