Organisational Change Through Social Media


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This presentation by Darren Sharp, senior consultant at Collabforge ( was delivered to the Australian Council for Private Education & Training 2009 National Conference held in Canberra 27 - 30 August. This presentation explores strategies for encouraging organisational change via social media. It examines how social networks allow users to form communities of interest and practice; how organisational change is critical in a world of user-generated content and social-media; using Web 2.0 tools to influence organisational change and how peer-to-peer reviews, search engines and social networks will effect private education.

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Organisational Change Through Social Media

  1. 1. collaboration :: cooperation :: coordination Panel: Organisational Change Through Social Media Darren Sharp, Senior Consultant Twitter: @dasharp 28 August 2009 :: ACPET National Conference :: Canberra
  2. 2. Company Profile • Collabforge was formed in 2007 • Web strategy and IT development for collaborative engagement • Collaboration process improvement: analysis and integration of best practice tools and process • Experience in delivering mission critical, high-profile Web 2.0 initiatives
  3. 3. Something big is happening... the read/write web web 2.0 social media self-organisation user-led innovation social networking collective intelligence an architecture for participation
  4. 4. Social Media: Australian snapshot Australians are early adopters of Social Media Three-quarters of Australian online adults now use social media, and one-quarter create their own content (Forrester Research) Source: Noble, Steven (2008). 'Australian Adult Social Technographics Revealed'. Forrester Research.,7211,46786,00.html
  5. 5. Internet Use: Australian snapshot 35-44 year olds represent the largest demographic online at 2.3 million Even the 45-55 age group outnumber the 18-24 age group Source: Matthew Hodgson
  6. 6. The Social Media Opportunity Connection people, data, events and issues
  7. 7. The Social Media Opportunity Community the power of group-forming networks
  8. 8. The Social Media Opportunity Context interpret, find, personalise and complement
  9. 9. The Social Media Opportunity Co-creation amplify the distributed production of resources
  10. 10. Coordinating new forms of value In our media 2.0, web 2.0, post-media, post-scarcity, small- is-the-new-big, open-source, gift-economy world of the empowered and connected individual, the value is no longer in maintaining an exclusive hold on things. The value is no longer in owning content or distribution. The value is in relationships. The value is in trust. Jeff Jarvis (2005) ‘Who wants to own content?’
  11. 11. What are these new (and not so new) forms of value? sharing reputation collaboration attention transparency trust authenticity openness
  12. 12. Social Media: transparency & reputation
  13. 13. Social Media: collaboration
  14. 14. Social Media: sharing
  15. 15. Social Media: openness
  16. 16. Organisational Change • Social media provides access to new tools that leverage collaboration, cooperation & coordination • Assumption that “if you build it, they will come” is a surefire recipe for failure • An effective engagement & change management strategy is imperative for success
  17. 17. Strategic Engagement & Change Management Collabforge provide strategies that guide the establishment, growth & maintenance of social media communities by helping to: 1. Identify your organisations different user groups 2. Identify appropriate modes & tools for engagement 3. Conduct extensive risk analysis 4. Formulate a strategic engagement & change management plan
  18. 18. Some winning tips... Participate in social media - it’s here to stay! Lead the conversation and enhance your reputation Create your own ‘Community of Practice’ to share knowledge, skills, experience & resources Collaborate with your staff, stakeholders, students and the wider public using wiki-based tools
  19. 19. Thank you! Darren Sharp, Senior Consultant Collabforge +61 (0)419 314 655 Twitter: @dasharp