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How social media has changed corporate culture forever

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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 …

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.

Published in: Business, Technology

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  • 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.
  • My Grandma thinks social media is
  • Facebook, Twitter, Pinterest, Linkedin, Instagram – effectively social networking sites.
  • Thing is social media by definition is more than social networks… collaborative tools, blogs, podcasts, content communities, social worlds, crowdsourcingand more.
  • The situation…
  • On the left is me (matt) and on the right, my best friend (matt). We regularly connect through these networks:
  • Generally speakingbusinesses are NOT connected – most information stays inside the four walls of the office building. So what?
  • We must think how social media, mobile, analytics are advancing at a rapid rate in the economic landscape used by consumers and employees alike.
  • And it’s this that’s breaking the old hierarchical model – divisions, processes. Mini revolt – BYOD. Popular organisations are built like the internet, a network. Thought? We can’t set the experience anymore because people know they can create their own experience, a batter experience.
  • MIT sloan research - the digital advantage late last year. two year study of around 400 companies designed to assess the impact of digital technologies on large, traditional companies, and how they are responding to those challenges. even though many were digitally active, many didn't make enough of digital to make a real business benefit. The identified four broad organisational classifications: Beginners – do very little with advanced digital capabilities. Conservative – favour caution over innovation, skeptical of digital trend. Fashionistas – follow digital trends and implement shiny new digital apps, but don’t have a unified vision/strategy. Digirati – those that truly understand how to drive value through the digital transformation of their business. A transformative vision and continuous improvement in people, process, and technology.
  • These digitally mature companies (or ‘digirati) were able to combine a 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 – many companies have pursued shiny new technologies without underlying strategies, processes, team structures and cultures to exploit it (‘the fashionistas’). This on average damaged their business performance and were 11% less profitable. The lesson? Digital drives real advantage but the magpie syndrome isn’t good for business. Now let’s think about the people…
  • People expect 24/7 service.
  • You can’t pull the wool over people’s eyes anymore. You only need to read amazon reviews to see through advertising and see the real truth behind a product/service.
  • Now with a voice, merely satisfied is not good enough. Unfortunately people will only talk if you’re remarkable or pants.
  • Smart orgsrecogniseunstoppable revolution on both sides means realise the need to be more collaborative, be a customer company. You could argue that a customer company is the purest form of agile company: a network or set up where decisions can be made as quick as possible and as close to the customers as possible.
  • That means working from the outside in instead of the inside out.
  • What does it mean to be a customer company?Listen and learn: listen and improve products and experiences. Join the conversation. Serve everywhere: be everywhere and be helpful to customersSell as a team with customersCreate communitiesHelp people work with one anotherMake social products.
  • The landscape has already changed…There are platforms out there allowing crowds of people to serve one another challenging traditional, larger companies with similar products and services.
  • A platform that enables a crowd to be a bank
  • Enables crowd to be a hotel
  • Allows crowd to be a taxi
  • Enables neighbours kitchens to be restaurants.
  • Examples are a part of collaborative economy. Where products, services, and market relationships have changed as startups are impacting business models. Altimeter’s collaborative economy value chain outlines that to avoid disruption you can adopt to be a company as a service, motivate a marketplace, or provide a platform.
  • There are now a range of social media tools designed to help improve communication inside an organization.
  • To name a few… There are employee collaboration tools like ­Jive, Yammer, Chatter, Sharepoint 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. Improve quality also.
  • Now a range of established companies are using these tools. Yammer alone… there are 200,000 companies worldwide using the tool. In fact 85% of Fortune 500 companies are signed up to Yammer.
  • Now a range of established companies are using these tools. Yammer alone… there are 200,000 companies worldwide using the tool. In fact 85% of Fortune 500 companies are signed up to Yammer.
  • They keep work constant
  • Speed up processes
  • Connect employees that wouldn’t normally be connected
  • Share ideas and knowledge
  • Empower employees at all levels of the organization.
  • Bring back that spark and serendipity.
  • And that’s not forgetting improved transparency. CEO can regularly remind employees what the company stands for.
  • These tools can be utlised by all parts of the business:Sales to generate leads and track clients through sales funnelHR using social media to connect with job seekers and streamline the application processOperations and distribution to forecast supply chainsWhile R&D brainstorm product ideas
  • Many of us are familiar with the idea of a command centre: real-time monitoring and analysis of social media. They can be staffed by multiple employees on large screens tracking everything from tweet, like, to customer sentiment, using a range of analytics tools like brandwatch/radiant6. Last week BranwatchVizia was launched, a new take on the command centre. Stored on any location and any device, the bashboard can be viewed by anybody in a company viewing social data as it happens.
  • I think the key to success will be integration of internal processes and social. One of Yammer’s clients is using the API to link up the internal human resource database with an online recruiting page on Facebook. This integration of internal processes and social will give organisations a competitive edge.
  • Am I the only one that has gone to Facebook to ask my friends and connections for help with a problem I’m facing?
  • Many businesses are now crowdsourcing problems, ideas, freelancing initiatives via these crowdsourcing platforms.
  • My Starbucks Idea has been actively engaging customers for over 3 years now. It encourages customers to submit ideas for better products, customer service, and community involvement.
  • The Heineken Ideas Brewery was a 3 month global challenge for creative, innovators, and designers helping brands to target over 60s. They framed it as a competition and announced the winning ideas on their website.
  • P&G Connect and Develop. P+G innovate and develop new products with external, potential partners. P+G post their needs and encourage people to submit their solutions.
  • The future of the connected organization.Dave Gray elegantly states that it takes a network to serve a network. Social business will just be seen as business.Podularorganisations, networked organisations, less hierarchical.Constant learning and adapting – from continually sharing information with community.Behind the corporate firewall – rather than hear a marketing message we want to hear directly from the designer. More digirati or digitally mature companies – more companies transforming teir companies digitally.Connectedness  
  • let go of some control and encourage people to share and use their own networks trust employees to represent your brandtrain employees to use tools – we know people are always skeptical to learn something new.Strategy – start with strategy and avoid being a fashionista.
  • There is some great learnings from the folks at Salesforce on being a customer company. I found this from one of their presentations spot on: Use communities, social, mobile, the cloud to connect customers, employees, products, and more. (and obviously enable my grandma and I to stay connected)
  • Thanks for listening!
  • Transcript

    • 1. Hi! @MattButler07 #SMWCulture How social media has changed corporate culture forever 24/09/2013 by Matt Butler, Junior Planner
    • 2. 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.
    • 3. Grandma thinks Social media is…
    • 4. this… … social networks
    • 5. But it’s also this…
    • 6. Any virtual network and community
    • 7. where people create
    • 8. Where people share
    • 9. Where people exchange INFO IDEAS +
    • 10. The situation…
    • 11. People are connected Best FriendMe
    • 12. Businesses are not Generally speaking businesses are NOT connected – most information stays inside the four walls of the office building. So what?
    • 13. Social Media, mobile, and analytics are advancing at a rapid rate, used by consumers and employees alike.
    • 14. 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/
    • 15. The ‘Digital Advantage’ Transformation Management Intensity DigitalIntensity 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
    • 16. 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.
    • 17. 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
    • 18. 4.5 billion people are connected to social networks talking about companies, influencing friends and family…
    • 19. always on
    • 20. opinionated
    • 21. empowered
    • 22. open to the truth
    • 23. high expectations
    • 24. Being merely satisfied is no longer acceptable.
    • 25. Smart organisations = Customer company
    • 26. Outside in
    • 27. A customer company? Serve everywhere help people work with one another Listen and learn Sell as a team with your customers Create communities Make social products
    • 28. Traditional organisations vs. Crowds of people serving one another Landscape has already changed…
    • 29. Crowd = bank
    • 30. Crowd = hotel
    • 31. Crowd = taxi
    • 32. Neighbours kitchen = restaurant
    • 33. Source: http://www.altimetergroup.com/research/reports/collaborative-economy THE COLLABORATIVE ECONOMY
    • 34. Social media tools that improve communication inside organisations
    • 35. 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.
    • 36. 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.
    • 37. 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…
    • 38. 85% of Fortune 500 companies are signed up to Yammer.
    • 39. These tools are helping businesses…
    • 40. … keep work constant
    • 41. … speed up processes
    • 42. … connect employees
    • 43. … share ideas
    • 44. … empower employees
    • 45. … bring back spark and serendipity
    • 46. … and improve transparency
    • 47. Sales HR Operations and Distribution R&D Benefitting all parts of the business
    • 48. Making better business decisions Brandwatch Vizia
    • 49. The real success… Internal Processes Social
    • 50. Crowdsourcing, the new outsourcing
    • 51. R&D Platforms Marketing, Design, Ideas Collective Intelligence HR & Freelancers Open Innovation
    • 52. Shaping the future of Starbucks
    • 53. Heineken Ideas Brewery
    • 54. Innovation platform by P&G
    • 55. 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
    • 56. Steps foward Steps forward Let go Trust Training Strategy
    • 57. 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
    • 58. Ta! @MattButler07 #SMWCulture How social media has changed corporate culture forever 24/09/2013 by 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