Practical steps towards being a social business

Practical steps towards being a social business 21.9.2011 Richard von Kaufmann // concepting director // co-founder

We help with social mediaguidance, marketing, analysis,and organizational collaboration. (registered 2007)

OSKE (TEM) Collaboration Environment shared space

5 Steps towards being a Social Business ra llel Social media with partners in pa ped elo dev Social media with employees be can Social media with clients Social Media TeamSocial Media Strategy

What is social media? Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content. (Universal McCann’s Social Media Research Wave 3, 2008)

No DoubtSocial media has change the way we do things. New contact booksNew encyclopedias New photo albums New diaries

New PotentialNow it’s changing the way we do business. New marketing New communication New intranets New workflows channels

salesforce.com, 2011

salesforce.com, 2011www.company facebook.com/company

Social media conversations

Customers are becoming more socialThere are now 3 types of customers: • traditional • online • social “[Social customers] require a different level of engagement. They’re connected. They’re influential.” Brian Solis, Altimeter Group

Why be a Social Business?Engage with social customers andbuild a business to support them.Improved collaboration betweenemployees, partners andcustomers.

C M O ost of issed pportunitiesAsk not what is the the ROI of social mediaAsk what is the cost of not doing it

Help! What can I do about it?

listen moreUse monitoring tools for trackingsocial media discussions

Don’t shout at me!

Start guiding conversationsInfluencing and guiding social media“conversations” is now a necessity andshould be part of the overall customerrelations / marketing strategy.

Brand Friend: Friendship Growth Community driven Intimate Friendship Acquaintance Awareness Growth Viral

Brand Friend: Friendship Growth Community driven strategy soc ia l media Intimate Friendship Acquaintance Awareness Growth Viral

Brand Friend: monitoring Community driven Intimate Friendship Acquaintance Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration

Brand Friend: reacting quickly Community driven Intimate Friendship Acquaintance Awareness Unaware Anger Indifference Avoidance Growth Viral Deterioration

the landscape is changing

Quality product / service

Engagement & SupportQuality product / service

Social Media Team Engagement & SupportQuality product / service

Media campaigns Engagement & Support Quality product / service

“It’s not a campaign – it’s the start of a relationship” Jeremiah Owyang, Altimeter GroupMedia campaigns Social conversations Engagement & Support Quality product / service

useful, entertaining, relevant Digital marketing Media campaigns Social conversations Engagement & Support Quality product / service

Customer evangelists Digital marketingMedia campaigns Social conversations Engagement & Support Quality product / service

Social Media “Marketing” Strategy:• What are objectives• Target groups/audiences• What does the audience expect• What do we want the audience to do• What do we do to achieve these goals• Continuity with brand identity (tone of voice, etc.)• How do we know we have succeeded• How can we keep the activity going• How do we respond to a crisis situation

Customer support is marketingHappy customers tell a few friends.Unhappy customers tell many more.

Avoiding Dell HellNegative discussions can quickly escalateout of control.Being responsive to criticism can helprebuild and often reinforce relationships. Dell now has reputation as being one of the most switched on users of social media. They have earned over $3 million in revenue directly through Twitter since 2007 (Dell, 2009)

Provide more social support Benefits: • Fast • Simple • Convenient • Collaborative • Customer friendly

Reach out through social platformsCustomer support can be provided throughexisting social media services.Go to where your customers already are.

Advanced customer supportProvide customers with servicesthat are useful, entertaining andrelevant. Terveystalo produced an appointment app using marketing funds

Social media marketing

Purple CowsTo get noticed in today’s market you need to:• Be a “purple cow”*, i.e. be remarkable and stand out from the crowd.• Find interesting, authentic stories behind your team, brand, product or company.• Provide marketing content that is: entertaining, useful and relevant * http://www.fastcompany.com/magazine/67/purplecow.html

Tell your story• What do you stand for• Who you are• What your goals are• What is happening• Your values

Start blogging Start conversations and promote internal and external knowledge sharing.A focused topical blog can beused to claim your space asan expert in the field.

InternalBlogging

Support your communitiesSupporting communities canenhance customer engagement,trust, loyalty, passion, interactionand brand awareness

Gift Giving• Trust comes via authentic voices• Reciprocity comes via participation• Social capital comes via recognition[Miettinen 2009] !

Competitions are popular Friends of Fans Discovery Fans and AwarenessCampaign Recruit, Engage and Convert

Social Media Team

Champion Users• From across the organization• Setting the right usage rules for collaboration tools is crucial• New users learn the rules through observing how the community is already using the space. http://www.ﬂickr.com/photos/center_for_jewish_history/4352152712/sizes/o/

Social Media GuidelinesEducate users on basicparticipation guidelines:• representing self• seeking permissions• avoiding offence• giving credit• asking questions• use a smiley when you mean it lamunecadelasonrrisaalegre.blogspot.com

Riikka Pellikka -OSKE Chief Community ManagerGeneration Y: mid 1970s to 2000

The importance of Generation Y• Actively engaged Generation-Y employees as key “transformers” (connectors) • Gen Y have been sharing and collaborating online most of their lives

Starting smallSocial media skills are new to many employees andtherefore it is important to start with easy butbeneficial tools and collaboration workshops.

OSKE Collaboration Workshops* Preparation 1st Month 2nd Month 3rd Month 4th MonthClient Q&A / Onlinesurvey Yammer & Google Sites Setup 6 x Community Manager / Admin Workshops“The social media policies introduced by Zipipop 6x User workshopshave already improved our communication andcollaboration processes. Although many of theparticipants had no previous experience usingsocial media, Zipipop’s training has enabled them User review workshopto fully engage with the new technologies.”Riikka Pellikka (OSKE, Head of Communications) * Workshop order and months grouped and adjusted to aid understanding

Zipipop trains organizations to bettermanage this space Partners / stakeholders RULES GUIDANCE Business / SUPPORT organization Customers

What is a Community Manager?A Community Manager guidescommunities towards smoothand effective collaboration. http://www.ﬁllmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

Linking the communities togetherCommunity Managers are beingrecruited to manage the interactionsbetween organizations, partners andcustomers.

Social media collaboration

Falling out of touch"When a 12-year-old can gather informationfaster, process it more efficiently, referencemore diverse professionals, and get volunteerguidance from better sources than you can atwork, how can you pretend to be competitive?"Thomas Friedman, The DIY Economy, New YorkTimes, December 2009 http://www.ﬂickr.com/photos/sachac/222673565/sizes/m/in/photostream/

What really motivates workers?Harvard Business Review asked 600 managersto rank what motivates employees:• recognition• incentives• interpersonal support• support for making progress• clear goals

Which one did the managersvote least important? support for making progress

Which one did 12,000 employee diaryentries highlight as the most important? support for making progress

Why are organizations using socialmedia for internal collaboration?

Benefits: • Find out about each other. Gartner, October 2009

Benefits: • Find out about each other. • Form teams, communities or informal groups. Gartner, October 2009

Benefits: • Find out about each other. • Form teams, communities or informal groups. • Work together on the same work objects. Gartner, October 2009

Benefits: • Find out about each other. • Form teams, communities or informal groups. • Work together on the same work objects. • Discuss and comment on their work. Gartner, October 2009

Benefits: • Find out about each other. • Form teams, communities or informal groups. • Work together on the same work objects. • Discuss and comment on their work. • Identify relevant work. Gartner, October 2009

Benefits: • Find out about each other. • Form teams, communities or informal groups. • Work together on the same work objects. • Discuss and comment on their work. • Identify relevant work. • Discover other people with common interests. Gartner, October 2009

Benefits: • Learn from others expertise. Gartner, October 2009

Benefits: • Learn from others expertise. • Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in. Gartner, October 2009

Benefits: • Learn from others expertise. • Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in. • Accessing relevant knowledge and expertise that can be used to formulate a plan of action when decisions need to be made. Gartner, October 2009

OSKE Case-studyThe main needs were:• Improve communication efficiency from the coordinating body to around 200 related members• Improve collaboration between and within the 13 clusters and 22 centres of excellence

Stuck behind Firewalls

Pass the Parcel Project management via email attachments can be frustrating.

Cloud Computing Cloud

New Collaboration Spaces collaborave  real‐me  hosted open‐source  transparent  ﬂexible low cost

You have probably alreadybeen working in the cloud?

People can work on the samedocument or in the same space.

Google Docs

4Cs of Collaboration• Community (must have a shared purpose)• Communication (cultivate an ethic of contribution)• Coordination (develop scalable processes)• Co-creation (reward collaboration)

Enterprise Social ServicesForrester Wave: Enterprise Social Platforms Q3’11 Gartner (August 2011) Magic Quadrant for Social Software in the Workplace

Social layering

Zipipop IT infrastructure

Service Selection Process • Past experience (+3 years collaborating online) • Benchmarking (Confluence, Elgg, Ning, Basecamp, Microsoft online docs (beta release), etc.) • User collaboration survey

Social media skillsResults from the OSKE collaboration survey show that many memberswere already familiar with some key social media activities. • 75% have commented online • 60% have downloaded a file • 58% have used Skype • 55% initiated a discussion • 26% have embedded a file • 17% have not participated in social media

Social Media Toolbox It is more about guidelines and coaching than implementing technology. Campfire Basecamp

Daily WorkflowSocial tools have to be truly integrated into the daily workflow. Tools

Taking the LeadManagement needs to dive in.Make an inviting and productiveplace to play together. http://www.sxc.hu/photo/624694

Without an audience,we are not motivated… http://www.besser20.de/english

Social softwaremakes giving feedback easy : )

Social CreditRecognition as an expert.Community contributions. Napoleon said; “A soldier will fight long and hard for a piece of coloured ribbon.”

High value — Low cost

Enterprise Micro-blogging Enterprise micro-blogging uses conventions developed from consumer social media: most notably Facebook and Twitter.There are many enterprisemicro-blogging services:

Facebook pioneered the development of the live “News Feed” stream. This interaction format is now widespread in many services and it is fast becoming a standard part of business software.

News Feedcomponents:• Real-time• Status Messages• Links• Likes• Comments

Micro-blogging Business software hasnow adapted the News Benefits:Feed and micro-blogging practices to improve • Improving awarenesscollaboration within and • Requesting help between organizations. • Finding people • Sharing tips and links • Coordinating • Reduces overall email traffic • Makes important email standout

Avoid that spammy feelingDon’t haveprivateconversationsinside a largeopencommunity!

Yammer Usage:Large CommunitiesTHINK: “community news stream”

Yammer Usage:Small GroupsTHINK: “micro-forum”

Creating a wider network X ClusterYammer Community OSKE Admins cluster membersNetworks are a great way to cluster managersexpand a collaboration “community” “community”community. network network OSKE.net admins only “parent” OSKE Community X Cluster network Network cluster members Zipipop used Yammer open “community” Community Networks to all OSKE users create a linked network of network 13 OSKE competence “community” network X Cluster clusters consisting of 22 cluster members different organizations – which could use their own work emails to get access. (“community” network)

Wiki Spaces• knowledge storage• ease-of-use• comprehensive sharing options

Focused SitesInformation is focused by creatingGoogle Sites that are set up foreach cluster.All members can access the mainAcluster sites, however, closedproject sites can also be created.

hub.oske.netA place to share news and knowledge A central site that links all partswith the whole community. of the collaboration environment.

Empowering Users Employees can add the content directly. Big benefits in knowledge generation and participation. Structure and content can be easily post-moderated by Community Managers.

Collaborative documents popular in OSKE

Collaborative data collecting

Data collection and decision-makingThe OSKE Secretariat have been usingsimple Google Forms to collect datafrom the members.

Open LeadershipUsing quick online surveys you can easily access your teamscollaborative wisdom to help make decisions.

Internet culture: • flat • open • meritocratic • flexible

The brightest and the best"If any organization wants to hirethe best and the brightest aroundthe world the internal social realityin that organization is going to haveto mirror the social reality of theweb.”Gary Hamel, BBC Global BusinessMay, 2010 Gary Hamel is the originator (with C. K. Prahalad) of the concept of core competencies. And the Wall Street Journal recently ranked Gary Hamel as the worlds most influential business thinker

Meritocracy Ideas should be judged openly on merit and credited accordingly. When people watch a YouTube video they ask whether it was good or not. They don’t ask who made it.http://www.dailymail.co.uk/news/article-1222861/Pensioner-complained-gay-pride-march-warned-police-hate-crime.html

Transparency We Being open and transparent is not about giving away secrets, it’s about being genuine, telling the truth, enhancing organizational trust, and winning the support of loyal customers.I respect and love you!

Shared ValueCompanies need to think hard aboutcreating “shared value”, i.e. thecore activities of a company mustbenefit society as a whole. Michael Porter

Twitter Storm

Nestle BoycottThis long running dispute is nowusing social media to gain traction.

salesforce.com, 2011

Social Media Benefits (some highlights) Improve brand visibility. Use new channels to get closer to customers. Influence real-time "conversations" concerning brands. Make customer service more responsive and easier to interact with. Improve efficiencies and innovations though collaboration. New ways to support your employees to get their work done.

Kiitos!Richard von Kaufmannconcepting director // co-founderpuh. 045 11 222 73s-posti: richard@zipipop.comwww.zipipop.com

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Practical steps towards being a social business

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