Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg

Erik Korsvik Østergaard @ErikQsterg...
why
content
less tech – more leadership
competitiveness through adaption
social business
leadership through socialising
leader...
competitiveness through adaption

February 19, 2014
© ProActive A/S

4
”
Berlingske Politiko, 23-Feb-2013
Bjarke Møller, Chief Editor, ”Mandag Morgen”

The most competitive
companies are able t...
female shift in
leadership style

aging workforce

volatile markets

radical
sustainability

urbanisation

empowerment
thr...
Steen Hildebrandt

Lars Kolind, Jacob Bøtter

the resilient organisation

UNBOSS
the purpose driven organisation

leadersh...
organisations that survive are more
adapting, innovating, engaging

Gary Hamel
(YouTube: Reinventing management for the 21...
competitiveness through adaptaility
leadership and soc biz
are catalysts
social business
leadership through socialising
Kilde: CIPD Hackathon report, 2013, fr...
leadership through socialising

February 19, 2014
© ProActive A/S

11
establish a circle of trust and safety

Source: Simon Sinek
it has to make sense

purpose
product
team
you
purpose driven leadership with #unboss

© Erik Korsvik Østergaard 2013
social business – unplugged
authentic and transparent
trust, care, motivation, involvement

long-lasting commitment
ready ...
social business
three business cases
• communication, dialogue, culture,
leadership

?!

• expertsystems, q&a, crowd sourc...
social business – plugged
present and transparent
involving and real-time
integrated and available
be present, often
creat...
leadership and soc biz saves money
agile and adaptable organisation
better risk management
social business (un)plugged

ha...
poll

my organisation deliberately nurtures leadership through …

less tech – more leadership

19
leadership through brand value

February 19, 2014
© ProActive A/S

21
we want loyal customers
social media refers to interaction among people in which they create and share
information in virtual communities

brands ...
overlap?
HINT: people
employee advocacy converts 7x as much
as traditional digital marketing

Source: IBM
advocacy = sales
53% of change in sales can be attributed to advocacy

Source: The Most Powerful Brand on Earth
don’t be social for the sake of social
social media is about relationship
business cannot just be customer-centric, they
must be customer-activated - it's just table stakes

Source: IBM – The Cust...
executives are struggling – we are to blame

52%
of top executives are
informed, engaged and
aligned with social
strategy
...
consistent, predictable, rigid, tightly controlled,
homogenous
diverse, dynamic, exciting, individualized, chaotic,
uncontrolled, unpredictable
which would you rather be?
a new powerful exchange is taking place
250+ IBM senior experts & execs in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on...
+141% reach +157% engagement
+177% amplification
what matters is the right network
establish an environment of trust
this is the step where most organizations fail

Source: Simon Sinek
when you have trust and you get that trust in place throughout
the company, people are empowered – people are free

- Ange...
In today’s world you can only control the narrative of a
brand by focusing on (real) purpose and values
poll

which of the following outcomes can you attribute to your
social business program in the last 12 months?

less tech ...
where are the organisations?

February 19, 2014
© ProActive A/S

43
where are the organisations?
they know, they need to act
leadership + talent management is rising
delegation leads to fast...
where are the organisations?

HR has benefited twice as much from
internal socbiz as rest of the organisation
Networked Bu...
benefits

higher motivation
faster decisions
less sick leave

more happiness
higher employee retention rate
adaption and c...
get started
talk about it – focus on WHY
agree on your ambition and intention
engage in leadership,
both plugged and unplu...
Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg

Erik Korsvik Østergaard @ErikQsterg...
Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014
Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014
Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014
Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014
Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014
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Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014

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Presentation by Erik Korsvik Østergaard and Kasper Risbjerg during Social Media Week CPH 2014.

A wave of sociological and technological trends highly affects the strategic direction of most companies – whether they are global or local.
At the center is competitiveness through agility and adaptability – something Social Business promises, but has struggled to deliver.

The two speakers took the audience through an engaging and provocative session on what it takes to succeed as a Social Business, what mindset is needed and why they believe leadership is more important than technology.

They examined topics like:

* What is the current state of Social Business?
* What are the pitfalls of adoption?
* Which conditions are needed for success?
* What role does leadership play?
* Why is Social Business after all still the solution to competitive advantage?

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  • BRAND ADVOCATES = 0.001% OF BRAND BASEaccounts for 10-30% of itsearned media
  • Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014

    1. 1. Social Business Unplugged less tech – more leadership Kasper Risbjerg @KasperRisbjerg Erik Korsvik Østergaard @ErikQstergaard #smwsocbiz
    2. 2. why
    3. 3. content less tech – more leadership competitiveness through adaption social business leadership through socialising leadership through brand value where are we today? how to get started?
    4. 4. competitiveness through adaption February 19, 2014 © ProActive A/S 4
    5. 5. ” Berlingske Politiko, 23-Feb-2013 Bjarke Møller, Chief Editor, ”Mandag Morgen” The most competitive companies are able to compete in spite of high prices and high wages, and they are quicker to adapt and develop new products and service solutions that provides consumers more value and better customer experiences
    6. 6. female shift in leadership style aging workforce volatile markets radical sustainability urbanisation empowerment through connectivity globalisation February 19, 2014 © ProActive A/S 6
    7. 7. Steen Hildebrandt Lars Kolind, Jacob Bøtter the resilient organisation UNBOSS the purpose driven organisation leadership culture people systems surroundings everything is purpose driven you have influence on solution and approach everybody is involved we use mechanisms, not structures February 19, 2014 © ProActive A/S 7
    8. 8. organisations that survive are more adapting, innovating, engaging Gary Hamel (YouTube: Reinventing management for the 21st century)
    9. 9. competitiveness through adaptaility
    10. 10. leadership and soc biz are catalysts social business leadership through socialising Kilde: CIPD Hackathon report, 2013, fra ”the MIX”: Hacking HR to build an adaptability advantage
    11. 11. leadership through socialising February 19, 2014 © ProActive A/S 11
    12. 12. establish a circle of trust and safety Source: Simon Sinek
    13. 13. it has to make sense purpose product team you
    14. 14. purpose driven leadership with #unboss © Erik Korsvik Østergaard 2013
    15. 15. social business – unplugged authentic and transparent trust, care, motivation, involvement long-lasting commitment ready for change
    16. 16. social business three business cases • communication, dialogue, culture, leadership ?! • expertsystems, q&a, crowd sourcing • single/douple-loop learning, infused BPM
    17. 17. social business – plugged present and transparent involving and real-time integrated and available be present, often create relations and broadcast results visualise support and help share experiences support collaboration and sharing support rating and commenting TO-DO
    18. 18. leadership and soc biz saves money agile and adaptable organisation better risk management social business (un)plugged happier, motivated employees less sick leave higher employee retention rate
    19. 19. poll my organisation deliberately nurtures leadership through … less tech – more leadership 19
    20. 20. leadership through brand value February 19, 2014 © ProActive A/S 21
    21. 21. we want loyal customers
    22. 22. social media refers to interaction among people in which they create and share information in virtual communities brands are a natural community of people identifying with each other with a shared set of beliefs a social business is an organization that is more open, transparent and participatory in conversations and activity that defines markets Source: Wikipedia
    23. 23. overlap? HINT: people
    24. 24. employee advocacy converts 7x as much as traditional digital marketing Source: IBM
    25. 25. advocacy = sales 53% of change in sales can be attributed to advocacy Source: The Most Powerful Brand on Earth
    26. 26. don’t be social for the sake of social social media is about relationship
    27. 27. business cannot just be customer-centric, they must be customer-activated - it's just table stakes Source: IBM – The Customer-activated Enterprise
    28. 28. executives are struggling – we are to blame 52% of top executives are informed, engaged and aligned with social strategy 26% have a hollistic social business approach Source: Altimeter Group
    29. 29. consistent, predictable, rigid, tightly controlled, homogenous
    30. 30. diverse, dynamic, exciting, individualized, chaotic, uncontrolled, unpredictable
    31. 31. which would you rather be?
    32. 32. a new powerful exchange is taking place
    33. 33. 250+ IBM senior experts & execs in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media 61,000,000+ IBMer social media connections
    34. 34. +141% reach +157% engagement +177% amplification what matters is the right network
    35. 35. establish an environment of trust this is the step where most organizations fail Source: Simon Sinek
    36. 36. when you have trust and you get that trust in place throughout the company, people are empowered – people are free - Angela Ahrendts, former CEO of Burberry, now SVP at Apple
    37. 37. In today’s world you can only control the narrative of a brand by focusing on (real) purpose and values
    38. 38. poll which of the following outcomes can you attribute to your social business program in the last 12 months? less tech – more leadership 41
    39. 39. where are the organisations? February 19, 2014 © ProActive A/S 43
    40. 40. where are the organisations? they know, they need to act leadership + talent management is rising delegation leads to faster decisions and better adaption less tech – more leadership February 19, 2014 © ProActive A/S 44
    41. 41. where are the organisations? HR has benefited twice as much from internal socbiz as rest of the organisation Networked Business Factbook 2012/13 modern HR with soc biz is rising Predictions for 2014, Bersin By Deloitte February 19, 2014 © ProActive A/S 45
    42. 42. benefits higher motivation faster decisions less sick leave more happiness higher employee retention rate adaption and competitiveness
    43. 43. get started talk about it – focus on WHY agree on your ambition and intention engage in leadership, both plugged and unplugged there should not be a social strategy, but only a customer experience strategy less tech – more leadership
    44. 44. Social Business Unplugged less tech – more leadership Kasper Risbjerg @KasperRisbjerg Erik Korsvik Østergaard @ErikQstergaard

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