More Related Content Similar to Breaking Down Operational Barriers to #SocialBiz Success (20) Breaking Down Operational Barriers to #SocialBiz Success1. Breaking Down Operational Barriers
to #Socialbiz Success
@CarolineDangson
@IDC @w2e NYC 2009
Twitter hashtags: #idc #socialbiz #w2e
© 2009 IDC @CarolineDangson #socialbiz
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. Software Does Not Make Your Biz Social
© 2009 IDC @CarolineDangson #socialbiz Nov-09
4. Classic Business Model
Command and control
Assembly line business
processes
Top down decision-making
Internal focus
Source: Missouri History Museum, Flickr
http://www.flickr.com/photos/mohistory/3885619256/
© 2009 IDC @CarolineDangson #socialbiz 4
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: http://www.akamai.com/html/technology/dataviz1.html, Oct 12, 2009
© 2009 IDC @CarolineDangson #socialbiz 5
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. 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. 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+
http://www.roberthalftechnology.com/PressRoom?id=2531
© 2009 IDC @CarolineDangson #socialbiz Nov-09
9. End of Social Media Anarchy?
© 2009 IDC @CarolineDangson #socialbiz Nov-09
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. 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
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. 2. Command and Control Management
© 2009 IDC @CarolineDangson #socialbiz Nov-09
15. Leveling the Playing Field
Source: Dilbert, October 4, 2009 http://dilbert.com/fast/2009-10-04/
© 2009 IDC @CarolineDangson #socialbiz Nov-09
16. 3. Top-down, One-way Communication
Procedures
Goals
Strategy
versus
Coordination
Problem solving
Resolve conflict
© 2009 IDC @CarolineDangson #socialbiz Nov-09
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. 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
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
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. 9. No Executive Sponsorship
10. No Role Modeling
© 2009 IDC @CarolineDangson #socialbiz Nov-09
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. For more information
Email: cdangson@idc.com Phone: 508-935-4330
Twitter: @CarolineDangson
IDC Enterprise Collaboration and Social Solutions
http://bit.ly/IDCCollaborationandSocialSolutions
Related Research
Best Practices for Social Media Guidelines
http://www.idc.com/getdoc.jsp?containerId=220235
U.S. Online Community Software 2009-2013 Forecast: Strong Growth Despite
Recession – Corporate Culture Remains Inhibitor
http://www.idc.com/getdoc.jsp?containerId=219642
IBM’s sMash Hit: Using Online Community to Collaborate with Customers for
Commercial Software Development
http://www.idc.com/getdoc.jsp?containerId=218848
Dell’s Direct To Customer Social Business
http://www.idc.com/getdoc.jsp?containerId=217915
How Social Networks Help Enterprises During Hard Times and Layoffs
http://www.idc.com/getdoc.jsp?containerId=lcUS21753309
What IDC Analysts Have Learned Using Twitter
http://www.idc.com/getdoc.jsp?containerId=217427
© 2009 IDC
© 2009 IDC Nov-09