collaboration :: cooperation :: coordination
Panel:
Organisational Change Through Social Media
Darren Sharp, Senior Consultant
Twitter: @dasharp
28 August 2009 :: ACPET National Conference :: Canberra

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

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

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.
http://www.forrester.com/Research/Document/Excerpt/0,7211,46786,00.html

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
http://magia3e.wordpress.com/2009/07/15/social-media-not-just-for-the-young/

The Social Media Opportunity
Connection
people, data, events and issues

The Social Media Opportunity
Community
the power of group-forming networks

The Social Media Opportunity
Context
interpret, find, personalise and complement

The Social Media Opportunity
Co-creation
amplify the distributed production of resources

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?’

What are these new (and not so new)
forms of value?
sharing reputation
collaboration attention
transparency
trust authenticity
openness

Social Media: transparency &
reputation

Social Media: collaboration

Social Media: sharing

Social Media: openness

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

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

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

Thank you!
Darren Sharp, Senior Consultant
Collabforge
+61 (0)419 314 655
Darren.Sharp@Collabforge.com
Twitter: @dasharp