Breaking Down Operational Barriers to #SocialBiz Success


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Traditional corporate culture remains the largest inhibitor to successful social business initiatives. In this presentation, Ms. Dangson explores the top ten business operations that stand in the way of fostering a culture that supports the sharing of information in a more open and transparent way.

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Breaking Down Operational Barriers to #SocialBiz Success

  1. 1. Breaking Down Operational Barriers to #Socialbiz Success @CarolineDangson @IDC @w2e NYC 2009 Twitter hashtags: #idc #socialbiz #w2e © 2009 IDC @CarolineDangson #socialbiz
  2. 2. Characteristics of Social Business Transparency and Trust − making the invisible visible Egalitarian − every voice counts − all participants empowered − decentralized decision making − distributed problem solving People are center Self-organizing networks Two-way, unstructured info exchange Events are orchestrated, not controlled Success tied to participation © 2009 IDC @CarolineDangson #socialbiz Nov-09
  3. 3. Software Does Not Make Your Biz Social © 2009 IDC @CarolineDangson #socialbiz Nov-09
  4. 4. Classic Business Model Command and control Assembly line business processes Top down decision-making Internal focus Source: Missouri History Museum, Flickr © 2009 IDC @CarolineDangson #socialbiz 4
  5. 5. The World Has Changed Global Internet Traffic Competitive pressures to innovate Need to scale globally 24/7 needs of customers and employees Tech-savvy, mobile workforce needing to access info anytime, anywhere from any device BYO workplace Source:, Oct 12, 2009 © 2009 IDC @CarolineDangson #socialbiz 5
  6. 6. Social Media Enters the Workplace 1 out of 2 U.S. workers use a public-facing, consumer social media site for business purposes at least once a week Source: IDC Social Survey, October 2009, n=4,710 U.S. workers © 2009 IDC @CarolineDangson #socialbiz
  7. 7. Consumer over Corporate IT Q. Which of the following types of social tools do you regularly use (at least 1 X per week) for business? Please specify whether you regularly use a consumer tool (ex: Facebook, Twitter) and/or corporate sponsored tool (ex: Yammer, Socialtext) by checking the columns that apply. Social network Blog Corporate Discussion forum Consumer Photo sharing service Social bookmarking Wiki Video sharing service Microblog/Micro-messaging Virtual world 0% 10% 20% 30% 40% 50% 60% 70% Source: IDC Social Survey, October 2009, n=4,710 U.S. workers © 2009 IDC @CarolineDangson #socialbiz Nov-09
  8. 8. CIO Put In Reactive Position Q. “Which of the following most closely describes your company’s policy on visiting social networking sites, such as Facebook, MySpace and Twitter, while at work? 10% 1% 16% 54% 19% Prohibited completely Permitted for business purposes only Permitted for limited personal use Permitted for any type of personal use Don't know/no answer Source: Robert Half Technology, 2009, n= 1400 U.S. CIOs of companies 100+ © 2009 IDC @CarolineDangson #socialbiz Nov-09
  9. 9. End of Social Media Anarchy? © 2009 IDC @CarolineDangson #socialbiz Nov-09
  10. 10. Companies Forced To Sponsor Social Tools U.S. Online Community Software Revenue Will Nearly 80% information workers Grow from $278M in 2008 to $1.6B in 2013 surveyed last year said they did not believe their organization was effectively using web 2.0 tools This year IDC survey data shows that companies are catching up – current corporate usage of enterprise class social tools rose by a factor of 8 from Jan. to Oct. 2009 Source: U.S. Online Community Software 2009–2013 Forecast: Strong Growth Despite Recession — Corporate Culture Remains Inhibitor, IDC #219642, August 2009 © 2009 IDC @CarolineDangson #socialbiz Nov-09
  11. 11. Software Does Not Make Your Biz Social Top challenge faced by organizations is getting people to participate according to 709 U.S. workers who completed IDC survey © 2009 IDC @CarolineDangson #socialbiz Nov-09
  12. 12. Operational Barriers Could Be Standing In the Way © 2009 IDC @CarolineDangson #socialbiz Nov-09
  13. 13. 1. Organizational Silos Focused on assigned functions Don’t see departmental interaction at the lower level – mostly at the top Misaligned priorities and initiatives © 2009 IDC @CarolineDangson #socialbiz Nov-09
  14. 14. 2. Command and Control Management © 2009 IDC @CarolineDangson #socialbiz Nov-09
  15. 15. Leveling the Playing Field Source: Dilbert, October 4, 2009 © 2009 IDC @CarolineDangson #socialbiz Nov-09
  16. 16. 3. Top-down, One-way Communication Procedures Goals Strategy versus Coordination Problem solving Resolve conflict © 2009 IDC @CarolineDangson #socialbiz Nov-09
  17. 17. 4. Social Activities Not Integrated Into Work Flow When social activities become an extra ‘to do’ item = #fail © 2009 IDC @CarolineDangson #socialbiz Nov-09
  18. 18. 5. Employees Measured on Individual Performance Look at the focus of employee incentive plans  Performance reviews  Bonus structure  Recognition and Awards © 2009 IDC @CarolineDangson #socialbiz Nov-09
  19. 19. 6. Competitive Culture © 2009 IDC @CarolineDangson #socialbiz Nov-09
  20. 20. 7. No Guidelines or Training Q. Has your organization published official social media guidelines for employees? Employees actually seek guidance Social media guidelines support and encourage behavior Establishes a framework for everyone to follow and get 0 10 20 30 40 50 on the same page Yes No Don't know Source: IDC Social Survey, October 2009, n=610 U.S. workers who use social tools for business © 2009 IDC @CarolineDangson #socialbiz Nov-09
  21. 21. Technology Is Only As Good As User © 2009 IDC @CarolineDangson #socialbiz Nov-09
  22. 22. 8. No Methods for Measuring Social Value SOCIAL METRICS # active members # site visits $X # member posts # event registrations # answered questions = $? © 2009 IDC @CarolineDangson #socialbiz Nov-09 22
  23. 23. 9. No Executive Sponsorship 10. No Role Modeling © 2009 IDC @CarolineDangson #socialbiz Nov-09
  24. 24. Ten Best Practices for Socializing Your Business 1. Executive sponsorship 2. Start small – baby steps 3. Lead with a corporate initiative 4. Tie measurement back to core business objectives 5. Put your social people in the front to champion 6. Establish an official framework for participation (social media guidelines) 7. Provide incentives for community participation 8. Keep HR, Legal, IT involved and active in the process 9. Role modeling 10. Ongoing internal education, training and outreach © 2009 IDC @CarolineDangson #socialbiz Nov-09
  25. 25. For more information Email: Phone: 508-935-4330 Twitter: @CarolineDangson IDC Enterprise Collaboration and Social Solutions Related Research Best Practices for Social Media Guidelines U.S. Online Community Software 2009-2013 Forecast: Strong Growth Despite Recession – Corporate Culture Remains Inhibitor IBM’s sMash Hit: Using Online Community to Collaborate with Customers for Commercial Software Development Dell’s Direct To Customer Social Business How Social Networks Help Enterprises During Hard Times and Layoffs What IDC Analysts Have Learned Using Twitter © 2009 IDC © 2009 IDC Nov-09