Social Business at Executing Social Media by Acuity Forums

Using social media to foster innovation within your company

Ways to use social media
Operational efficiency / productivity
Talent acquisition and development
Innovation and knowledge creation

Primary types of tools
+ Blogs
+ Wikis
+ Social Networks
+ Discussion Forums
+ Micro-blogs

Examples

Uses wikis to brainstorm new ideas, manage projects, swap service tips and contribute to product innovation and marketing.

Uses micro-blogs as an effective way to alert team members of successes, challenges, best practices.

Uses internal social network to help its retirees stay connected with the company and extend reach for talent.

Uses social media tools such as wikis to train new hires about company's culture and job details.

Uses social networking tools to generate creative photography ideas, share market information, etc. using the network of colleagues.

In 2009 invested $50,000 into a social networking platform. Estimated $2.5 million in savings in less than 5 months.

Uses Loop Marketplace, an internal communication platform, where employees post innovation ideas and others comment on them.

Process

Key steps
1. Get intelligence
2. Clarify objectives
3. Design strategies
4. Implement the plan
5. Measure outcomes
6. Leverage learning

Step 1: Get intelligence
+ Demographic profile
+ Social media use profile
+ Readiness for complex change
+ Present state of your organizational system

Step 2: Clarify objectives
Your social media strategy must serve your company's mission and strategic plan
There's two aspects of clarifying objectives:
1. to identify
2. to measure

Step 3: Design strategies
+ What are the tools ?
+ Who are the champions ?
+ How will we track the progress ?
+ How will we report out success ?

Step 4: Implement the plan
The key is to manage projects and manage change.
Selecting a partner:
+ Software vendor or consulting firm
+ Look at experience, capability, and fit

Step 5: Measure outcomes
The key is to communicate the results to all three parties.
Three metrics categories that come into play:
+ Are we following our plan?
+ Is it helping our organization?
+ Did we expect the outcome we're getting?

Step 6: Leverage learning
The place to collect macro findings, reflect, analyze and digest the data.
This step is especially important when social media integration is done in smaller phases.

Practices

Always start with a business goal in mind

Pay attention to training

Get early adopters to become champions

Communicate to build trust

Create small wins and proof points

It's important for the system to be web based

There's three to tango: IT, human resources, and the C-Suite

Two main approaches: top-down and bottom-up

Burn the ships if necessary

Culture of contribution, engagement and transparency

Thank you!
Relevant resources :
http://www.zagoumenov.com/social-business-resources/
Special thanks :
Roger Kondrat (West17Media), Lee Bryant (HeadShift), Lee Provoost (HeadShift), Ernest Barbaric (Ernest Media), Acuity Forums; Matt Moore; Arthur L. Jue, Jackie Alcalde Marr, Mary Ellen Kassotakis (Social Media at Work)

Social Business at Executing Social Media by Acuity Forums

by Alexander Zagoumenov

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