A dialogue on Social Business Manifesto Emanuele Scotti, Rosario Sica

rn frome newd things,ng old dialogue on Social Business Manifesto Aw things Emanuele Scotti | Rosario Sica OpenKnowledge co-foundersthesis n°3 - Powered by

The enterprise of the future will be more fluid, more reactive and more resilient

Social Business: why•  New environment: turbolence, discontinuity, globalization•  New competitive drivers: service, speed•  New customer: Social Customers•  New communication platform

Social Business: what’s this?•  An organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value

Social Business figures•  Adoption of social technologies by enterprises is strongly increasing•  Employee want social networking tools•  The benefits expected and produced are drawn from the full enterprise ecosystem: inside, outside, extended enterprise•  The strategic adoption of social technologies is building a new kind of organization: the connected enterprise•  Connected enterprises are experiencing better performance in marketing, operation, innovation Source: OpenKnowledge 2012, Cisco 2011, McKinsey 2011, IBM 2011-2012, Deloitte Consulting, BlessingWhite 2011

Social Business Manifesto•  We started to write the theses of Social Business•  We’ll share with you along with the antitheses that we experience often in our job•  We would like to engage all of you to get to 95 theses

Add your own thesis to the Manifesto or tweet it with #sbmthesisPowered by

Theses AntithesesPowered by Theses Antitheses

Theses AntithesesPowered by #2 Organisations Antithesis #2are conversations

Theses AntithesesPowered by #2 Organisationsare conversations Charlie Chaplin, Modern times (1936)

Theses Antitheses Powered by #3 Entropy is born from trying to use Antithesis #3 new tools to do old things, or fromusing old tools to do new things

Theses Antitheses Powered by #3 Entropy is born from trying to use new tools to do old things, or fromusing old tools to do new things

Theses Antitheses Powered by #4 E-mail has been overtaken by more Antithesis #4open and emergingexchange platforms.Organizations shouldabolish their internal use of e-mail

Theses Antitheses Powered by #4 E-mail has been overtaken by moreopen and emergingexchange platforms.Organizations shouldabolish their internal use of e-mail Massimo Troisi, Il postino (1994)

Theses Antitheses Powered by #6 The road must be the culture of risk: Antithesis #6new perspectives do not open up without risks

Theses Antitheses Powered by #6 50 45 The road must be 40 35 the culture of risk: 30 25 Nokia 20 Applenew perspectives do 15 10 not open up 5 0 2007 2008 2009 2010 2011 2012 2013 without risks Un player di un’altra industry raggiunge e supera il market leader Market share of global Smartphone market

Theses AntithesesPowered by #7 Clients know the products much Antithesis #7 better than the companies that produce them

Theses AntithesesPowered by #7 Clients know the products much better than the companies that produce them Kriptonite, Bloster

Theses Antitheses Powered by #8Those who work expect in some way to be able Antithesis #8 to participate in the organizational project;malaise is generated bythe impossibility of this participation

Theses Antitheses Powered by #8Those who work expect in some way to be able to participate in the organizational project;malaise is generated bythe impossibility of this participation Engagement in Europe by generation Blessing White Inc. 2011

Theses Antitheses Powered by #30Clients, like employees, are looking for acontact and a dialogue Antithesis #30but instead find rubber walls with high- sounding names: callcentres, customer care, direct lines

Theses Antitheses Powered by #30Clients, like employees, are looking for acontact and a dialoguebut instead find rubber walls with high- sounding names: callcentres, customer care, Usual customer experience through call center direct lines

Theses Antitheses Powered by #31Consultants strengthen the status quo: they try to bring complexity to the Antithesis #31 pre-established order butby doing this they increase entropy as they simply move the disorder to another level

Theses Antitheses Powered by #31 Audit the auditor!?Consultants strengthen the status quo: they try to bring complexity to the pre-established order butby doing this they increase entropy as they simply move the disorder to another level NDTV, Enron Bankrupt (2001/10)

Theses Antitheses Powered by #9 In order to see newphenomena we need Antithesis #9to build new tools of analysis and measurement

Theses Antitheses Powered by #9 In order to see newphenomena we needto build new tools of analysis and measurement Benigni-Troisi, Non ci resta che piangere (1985)

Theses Antitheses Powered by #10 Organisations are living organisms. Antithesis #10 Even beforegenerating products they generate and transform knowledge

Theses Antitheses Powered by #10 Organisations are living organisms. Even beforegenerating products they generate and transform knowledge W. Allen, Everything You Always Wanted to Know About Sex (1972)

Theses AntithesesPowered by #14The weak point of Antithesis #14 knowledgemanagement is the management

Theses AntithesesPowered by #14The weak point of knowledgemanagement is the management Totò, Totò a colori (1967)

Theses Antitheses Powered by #15Collaboration is the challenge for Antithesis #15 modern organizations. Wehave only just begun to deal with this

Theses Antitheses Powered by #15Collaboration is the challenge for modern organizations. Wehave only just begun to deal with this J. Velasco (2009): Il non-gioco di squadra

Theses Antitheses Powered by #16 Collaboration does not (only) mean Antithesis #16coordination, planning, and role management. Collaboration means putting collectiveintelligence to good use

Theses Antitheses Powered by #16 Collaboration does not (only) meancoordination, planning, and role management. Collaboration means putting collectiveintelligence to good use J. Cameron, Titanic (1997)

Theses Antitheses Powered by #18 Organizations that are Antithesis #18“overly” structured risk extinction

Theses Antitheses Powered by #18 Organizations that are“overly” structured risk extinction Source: Burt, R. (2005), Brokerage and Closure: An Introduction to Social Capital, Oxford University Press.

Theses Antitheses Powered by #23 An economic crisis is Antithesis #23 also a crisis of management modelsand work organization models

Theses Antitheses Powered by #23 An economic crisis is also a crisis of management modelsand work organization Vision Leadership Values models Alberto Sordi, Il Vigile (1960) Strategic planning Balanced Scorecard Structure

Powered by #1Chaos is simplicity that we cannot see yet

We dedicate this speech to a friend who is no longer with usNicola Silvestri (1959-2012)

Thanks!Dialogue continues at www.socialbusinessmanifesto.com Twitter: #sbmthesis Add your own thesis to the Manifesto or tweet it with #sbmthesis Powered by

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A dialogue on Social Business Manifesto Emanuele Scotti, Rosario Sica

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