The Business Value of Social Networking

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Presentation at the CMA's 50th conference in London, UK on 24th February 2009

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  • Say “social networking” to many people and they equate it to “time wasting”. Within an organisation, this doesn’t have to be the case. Some clear values can be identified for different aspects of social networking. Before I get on to the elements of “social networking” in its broadest sense and their business value, I ought to issue a few warnings.
  • The Business Value of Social Networking

    1. 1. The Business Value of Social Networking David Tebbutt Freeform Dynamics Ltd +44 1895 677 845 +44 7711 567 726 [email_address] www.freeformdynamics.com www.tebbo.com
    2. 2. Caveats <ul><li>Hierarchies get flattened </li></ul><ul><li>Silos get breached </li></ul><ul><li>Intermediaries get sidelined </li></ul><ul><li>Openness increases </li></ul><ul><li>Transparency increases </li></ul><ul><li>Trust is vital </li></ul>
    3. 3. What is social networking? <ul><li>Publish expertise </li></ul><ul><li>Self-promote </li></ul><ul><li>Find expertise </li></ul><ul><li>Make connections </li></ul><ul><li>Collaborate </li></ul><ul><li>Recommend </li></ul><ul><li>Communicate </li></ul>
    4. 4. Discover <ul><li>People </li></ul><ul><li>Information </li></ul><ul><li>Places </li></ul><ul><li>Networks </li></ul><ul><li>Make discovery faster & more effective </li></ul>
    5. 5. Validate through: <ul><li>blog posts </li></ul><ul><li>other published material </li></ul><ul><li>inbound links </li></ul><ul><li>bookmarks </li></ul><ul><li>tags </li></ul><ul><li>Communities </li></ul><ul><li>Make validation faster & more effective </li></ul>
    6. 6. Dialogue <ul><li>Direct, unfiltered, unmediated </li></ul><ul><li>Within the organisation </li></ul><ul><li>With suppliers </li></ul><ul><li>With customers and prospects </li></ul><ul><li>Accelerate and improve communication </li></ul>
    7. 7. Reputation <ul><li>The organisation’s responsiveness </li></ul><ul><li>Your own, through profile and metadata </li></ul><ul><li>Enhance reputation and prospects </li></ul>
    8. 8. Morale <ul><li>Belonging </li></ul><ul><li>Retention </li></ul><ul><li>Communities </li></ul><ul><li>Newcomers </li></ul><ul><li>Improve effectiveness and reduce churn </li></ul>
    9. 9. Innovation <ul><li>External – respond to feedback </li></ul><ul><li>Internal – virally drive new ideas </li></ul><ul><li>Quickly improve products and processes </li></ul>
    10. 10. Harness <ul><li>Bring expertise to bear quickly </li></ul><ul><li>Capture and surface knowledge </li></ul><ul><li>Get newcomers up to speed quickly </li></ul><ul><li>Preserve and exploit all information </li></ul>
    11. 11. So, what is the value of social networking? <ul><li>Accelerate discovery and validation </li></ul><ul><li>Reduce disruption of others </li></ul><ul><li>Accelerate and improve communication </li></ul><ul><li>Enhance reputation and prospects </li></ul><ul><li>Improve effectiveness and reduce churn </li></ul><ul><li>Quickly improve products and processes </li></ul><ul><li>Preserve and exploit all information </li></ul>
    12. 12. Thank you David Tebbutt Freeform Dynamics Ltd +44 1895 677 845 +44 7711 567 726 [email_address] www.freeformdynamics.com www.tebbo.com

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