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There Goes Everybody: what will happen to your business if you DON'T use social tools

by Jemima Gibbons on Jan 20, 2011

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Who’s read H e re Comes Everybody? It’s about how people use social media to jumpstart political movements, campaign against injustice or connect with others who share their passion. It’s about social media in the consumer space. But social has its tentacles firmly entrenched in the business world, too. And the race is on between traditional business and socially-enabled business. If businesses don’t take on social tools and methodology, they’ll struggle to survive. Because first their competitors, then their customers, and ultimately their employees, will all be somewhere else. Imagine how your child would feel if you only ever took him to The Wimpy Bar while the kids next door get the Hard Rock Caf e .
Unhappy, right? Well, that’s the FIRST big reason why it pays to be social. Social networks build community. A company without a strong, networked community risks alienating employees and customers alike. People are increasingly used to sharing and collaborating in the outside world. They want to do that easily at work, too.
Meet Steve and Gary. They work in marketing at Best Buy. You know Blue Shirt Nation? Blue Shirt Nation was Best Buy’s in-house social network. Steve and Gary built it for $100 / Drupal in 2006 Best Buy = consumer electronics: 20% US market/ 150,000 emps +2yrs: BSN 25K reg users/ BB staff turnover: 60%, within BSN: 10% Example: 1 st time sales staff could email/phone suppliers direct. Example: 1 st time discuss policy, eg: employee discount 2009: BSN replaced with costly, hard to access, highly-moderated in-house system. Best Buy’s bosses ceded control – then got cold feet. They forgot today’s business is not about strengthening your managerial power base. It’s about strengthening your network.
Anyone know who this is? Luis is social media evangelist at IBM. He’s been at IBM for years. He used to hate his job. In fact, in 2008, he was on the verge of leaving. When two things happened. First, he Moved to Gran Canaria Second, he gave up email. Luis lives his day on social media: mainly Blue Twit and Lotus Connections. Now Luis loves his job: beach, tapas, espanol. He’s not only a social media evangelist at IBM, but an IBM evangelist to the world. -- [RECAP] So, I’m looking at what’ll happen to your business you don’t embrace the new SOCIAL world. FIRST, social networks connect people, building a sense of community. A company without strong community risks alienating employees and customers alike. SECOND, online social tools enable flexible working. A business without flexible working risks losing its best talent. THIRD, there’s this burgeoning social methodology which drives collaboration and creativity by allowing alternative ideas and voices to flourish. A business that only listens to its top execs risks stifling innovation and becoming its own tiny echo chamber.
This is Josephine. Former Director of Trends and Strategy at Philips Design. At Philips, she pioneered the Strategic Futures Program – helping them develop a human-focused approach to innovation and growth. Josephine’s not a teccie, but she’s a visionary – and she knows our future now, in the C21st, is all about sharing. Jo masterminded Philips switch from being a consumer electronics company to rebranding as a h e alth and wellbeing company, with an emphasis on sustainability. Now, sharing is central to Philips corporate policy, they use open innovation to share expertise and technical skills with universities, institutes and other companies, much of this online. In return, Philips gains new insights and access to new technologies. Philips is one of the world’s most innovative companies, despite being 100+ years old. Last week they won 5 innovation awards at the CE show in Las Vegas. And the wake-up light (which @joannejacobs was talking about this morning on Twitter).
Embrace social: love your employees, keep your top talent, think differently. And if you’ve any questions, talk to me!

There Goes Everybody: what will happen to your business if you DON’T use social tools Presentation Transcript

Photo: SeeMidTN.com THERE GOES EVERYBODY! OR: What will happen to your business if you DON’T use social tools @jemimag BCS, London, 20/1/11
Photo: sizumaru
Photo: Shel Israel
twitter/skype: @jemimag Thanks for listening! Photo: Is3 [email_address] www.monkeyswithtypewriters.co.uk

There Goes Everybody: what will happen to your business if you DON'T use social tools

by Jemima Gibbons on Jan 20, 2011

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There Goes Everybody: what will happen to your business if you DON’T use social tools Presentation Transcript