Social business: Can you handle it?

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In 2012, 81% of top Asian companies have a branded social media presence compared to just 10% in 2010. McKinsey reports this year that China has the world's largest community of social networkers, with 95% of web users in large cities maintaining a social media profile of some kind. One of the primary drivers of enterprise social media platforms in the West is the need for companies to be better organised internally to communicate with their customers who spend most of their online time in social networks. “The biggest challenge CEOs face today is getting their enterprises closer to their customers”.

The demand for enterprise social media platforms comes mostly from HR, Operations and Property functions and with the increasing use of social media in Asia many CIO’s will be unprepared to understand, debate and advise on its deployment with their peers on the board. This talk describes why social software is at its most transformative inside the organisation, how this specifically relates to IT, what CIOs should be doing to support the business, and how to influence its widespread adoption within the organisation.

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Social business: Can you handle it?

  1. 1. Social BusinessCan you really handle it? Léon Benjamin
  2. 2. Discuss > Social software in the enterprise is inevitable • Why and what does it mean? > In the next three years CIOs will either start a social business initiative or have one thrust upon them (latter is the most likely) • In either case they need to be ready to have very different conversations with the business and with themselves > And it won’t be about technology > These conversations are about; • The value proposition in business terms • Why culture matters • Why ‘social inside’ is 1% deployment and 99% adoption > Evolution not revolution – “it’s a journey” Social Business: Can You Really Handle It?
  3. 3. Social media use is exploding in Asia “95% of web users in large cities maintain a social media profile of some kind” (Source: Mckinsey & Co) Social Business: Can You Really Handle It?
  4. 4. Your stakeholders are organised in networks “Business social networks tipped to grow 500% in China by 2013” Social Business: Can You Really Handle It?
  5. 5. These networks will change youAttribution: Image from Dachis Group Attribution: Image: Winning by Sharing Social Business: Can You Really Handle It?
  6. 6. Rethinking knowledge management Higher Lower Accessibility Business Value Lower Accessibility Higher Business Value Attribution: Luc Gallopin, KNOWLEDGE INOld New Social architecture handbook INTERACTION (lives in people and theirFinite resource Infinite resource practices)Internal Internal & externalCommand & Control Peer-to-peer, collaboration Social Business: Can You Really Handle It?
  7. 7. Business benefits Social Business: Can You Really Handle It?
  8. 8. Culture matters (build it and they will not come) Adoption (99%) 70% of initiatives fail without adoption (Gartner) Install software (1%) “influence without authority” Open, Responsive, Supportive Culture spectrum Closed, Selective, Controlling Social Business: Can You Really Handle It?
  9. 9. Sei Mani, Virgin Media and Cisco Over a period of 5 months, 1,300 Fastest, deepest adoption rate more people from 1,000 user Network Growth (Viral) ever in Europe (50%). Norm pilot have used Quad is 20%-30% social/community tools thanPilot Users 20,000 people have used equivalent tools on SharePoint over two years 750 30,000 500 3,500 (unique) Adoption Effect Adoption EffectActive TotalWebEx WebExAccounts Participants 40 Minimum required 0 200 for critical mass adoption 10,000 Expectation With 1,000 users 1,000 (unique) 550 3,500 Adoption Effect Adoption Effect Active Quad Quad Communities Users Joiners 0 Minimum required 0 Expectation based on 200 for critical mass adoption 200 1,000 users With 1,000 users Social Business: Can You Really Handle It?
  10. 10. Sei Mani, Virgin Media and Cisco http://youtu.be/8_jD957CWq0 Social Business: Can You Really Handle It?
  11. 11. Summary: Room for discussion? > Social business • Is for companies that are willing to bet more on the future than they do on the past > Is your organisation ready? Can you really handle it? > Benefits • The future of a company is less about the nature of its issues and more about its capacity to create social structures able to solve them > Can the community do everything better? > CIOs have a big role to play • Need to enable openness in a secure, reliable fashion • IT staff are typically the biggest early adopters > Senior IT leaders can be biggest ‘stay behinds’ • Entire IT profession is about control; but it’s possible to be ‘in control, without controlling’ Social Business: Can You Really Handle It?
  12. 12. Room for discussion? > Objects in the mirror are closer than they appear...... Social Business: Can You Really Handle It?

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